Virginia Tech

Marketing Manager at Alarm.com

Arlington, Virginia, United States

<a href="http://Alarm.com">Alarm.com</a> is the leading platform for the intelligently connected property. Millions of people depend on <a href="http://Alarm.com">Alarm.com</a>'s technology to monitor and control their property from anywhere. Centered on security and remote monitoring, the <a href="http://Alarm.com">Alarm.com</a> platform addresses a wide range of market needs and enables application-based control for a growing variety of Internet of Things (IoT) <a href="http://devices.Alarm.com">devices.Alarm.com</a>'s security, video monitoring, intelligent automation and energy management solutions are available through its network of thousands of professional service providers in North America and around the globe. <a href="http://Alarm.com">Alarm.com</a>'s common stock is traded on the Nasdaq under the ticker symbol ALRM.As Marketing Manager, I am responsible for helping to develop the strategy, planning, and execution of integrated marketing campaigns to drive brand awareness and leads in both online and offline channels. My key responsibilities include:- Manage the budget and plan key marketing campaigns throughout the year to align with corporate goals- Drive the creative development process, working with internal teams on concepting, copy writing, and design to develop integrated display, SEM, native, video, and audio advertising and campaign landing pages- Ensure consistency of messaging and tone of voice across marketing channels and campaigns- Ensure creative is delivered and campaigns are launched on time- Manage media agency and evaluate and test new channels- Own the leads funnel- Develop clear and consistent reporting and make recommendations for changes based data analysis

Alarm.com

Marketing Manager

Founded in 2000, Year Up has served 24,000+ students to date across 25 cities nationwide, and is dedicated to closing the skills gap for young adults across the US. Year Up is is a one-year intensive training program, featuring six months of skills training and a six-month internship at more than 250 top companies.My primary responsibilities included promoting and building meaningful mentor and volunteer programs for Year Up National Capital Region (NCR), to cultivate partner relationships and enhance the learning experience for students. In addition to volunteer programs management, I planned and implemented local NCR events (two graduations per year as well as 250+ local events and workshop sessions per year) and I supervised an Events Manager. To support Year Up's mission across the US, I co-led monthly national meetings with 25+ Year Up Volunteer Programs/Events Managers.In my role, my key responsibilities included:- Planned/implemented logistics for small to mid-size (10-150 participants) events for students and corporate partners; planned venue, logistics and staffing for fundraising breakfast (325 attendees); managed all details including invitation and RSVP management for Year Up’s graduations (1,000 attendees, twice a year); and directed 60+ staff volunteers in day-of operations for graduations- Built volunteer pool to 500+ volunteers by creating/implementing personalized promotional campaigns for recruitment and launching sustainable systems to run impactful volunteer programs- Created meaningful opportunities and cultivated relationships with corporate partners and industry professionals to connect students to mentors, increase career pipelines and bolster donor relations- Built/implemented weekly Guest Speaker program at 4 sites (audience size: 25-100 at each site)- Wrote/implemented volunteer program policies, procedures and standards across four sites, and co-led monthly meetings with Year Up Volunteer Programs / Events Managers across the US

Year Up

Associate Director of Volunteer Programs and Events

Volunteer Programs and Events Manager

Events, Marketing, and Volunteer Programs Management (Contractor)

As a marketing consultant, I enjoyed working on multiple projects including:- Created and managed a multi-month #GivingTuesday campaign for a local non-profit to raise funds for a building beautification campaign.- Wrote 18-month multi-channel demand generation marketing strategy for an Operations/Finance company focused on school system management.

Independent

Marketing Consultant

Founded in 2015, Leckner Automotive Services was a fast-growing automotive group with expert automotive staff serving local communities with quality new and pre-owned vehicles, service and parts. As Vice President of Marketing, I had the privilege of serving on the Leckner leadership team. I was responsible for managing the marketing that supported the existing dealerships as well as new dealerships and new product lines.

Leckner Automotive Services

Vice President of Marketing

Quad Learning, Inc. was founded with the goal of creating more affordable pathways for students to earn their bachelor’s degree at top universities. The company collaborates with community colleges to jointly develop American Honors, a competitive 2-year honors program, and has established the first-ever national transfer network of leading 4-year universities.As Vice President of Marketing, I built a marketing team that supported Quad Learning's unique mission: to launch and grow honors programs in leading community colleges across the US.  We focused on building campaigns that resonated with prospective student audiences, in a way that aligned with each of the strong community college brands and with an authentic voice that represented our national American Honors brand. Campaigns included both traditional offline and digital channels, with a strong emphasis on in-person field outreach and PR.

Quad Learning, Inc. (American Honors)

Synergis Education helps its university partners to develop onground, online and hybrid degree programs to better serve the ever-growing non-traditional, adult learning population.As Vice President of Marketing, I was responsible for managing the development and execution of the marketing budget and strategy to support the growth of adult education programs for university partners across the US, and all marketing campaigns were established exclusively to support each unique brand. Marketing channels included television, radio, outdoor, direct mail, and digital campaigns including email, social media, search, PPC, pay-for-performance, and display campaigns. I managed advertising agencies to build the offline campaigns, and the marketing managers and social media specialist reported directly to me. A CRM manager and digital team worked alongside my team to execute across all CRM / digital channels.

Synergis Education, Inc. / Artium Marketing

FierceMarkets is a digital media, events and lead generation company with over 1,200,000 subscribers and 42 brands serving decision makers in 7 dynamic vertical markets: Wireless, Healthcare, Life Sciences, Government, Enterprise IT and Finance.Overall responsibilities as Vice President of Marketing included developing and refining the plan for strategic audience acquisition; spearheading efforts to increase newsletter circulation, boost Web traffic, and nurture deeper audience engagement; planning and implementing SEO, PPC and email strategies, to improve conversion rates and grow audiences across all verticals; and collaborating closely with editorial teams to implement initiatives that support audience growth. Responsibilities also included management of marketing solutions team, in order to provide best-in-class marketing services for large volume of advertising clients, from team's initial deployment of the campaigns, to evaluation and optimization of strategy and assets.

FierceMarkets

Allocated and managed multi-million-dollar quarterly marketing budgets for Internet advertising campaigns to support lead generation for the University’s 90+ campuses and national Online division (campaigns including pay-per-lead, display advertising, paid search, and SEO). Generated large percent of total leads annually for the University, resulting in high year over year growth in quarterly new student enrollments. Hired and supervised 7 direct reports. Managed remarketing email and direct mail communications and strategy, social media strategy, annual directories budget, and annual outreach budget. Fulfilled role as CRM Functional Lead for enterprise-wide system replacement project and previously served as Marketing Lead for CRM upgrade for Admissions. Attended industry conferences, including Ad Tech (annual), LeadsCon, Digital East, and Radian6. Created long-term social media strategy for University while maintaining current social media program. Managed email and direct mail for marketing programs designed for  inquiry, applicant, student and graduate audiences.

Strayer University

Director of Marketing Services

Built, hired, and supervised in-house Internet marketing team (managed 4 direct reports). Allocated and managed multi-million-dollar quarterly budgets for Internet advertising campaigns to support lead generation for campuses and Strayer University Online. Developed quarterly budgets and plans for Internet spending, and presented plans in quarterly meetings with CEO, COO, and CFO. Performed lead role on committee for the University’s new admissions CRM system. Wrote specifications for two web-based systems, a marketing lead management system and customized content delivery system, and oversaw their development and implementation. Continued to serve in role as Online Regional Marketing Manager.

Interactive Marketing Manager

Developed quarterly lead budgets and tracked/measured results against budget for campuses in six media markets, as well as national online advertising for Strayer University Online. Developed and executed direct response strategy, including Internet and direct mail campaigns. Executed, evaluated, and approved traditional media buys, and managed relationship with agency (included television, radio, print, directory, and outdoor advertising). Communicated marketing strategy with field and regional offices, and presented to VP and CEO. Hired and trained Regional Marketing Manager and Marketing Coordinator.

Regional Marketing Manager

Coordinated direct mail campaigns, managed production and printing of marketing materials and publications, and edited print and web materials. Coordinated large volume of annual expos and conferences for University outreach program. Managed relationships with printing, mailing and outreach vendors. Monitored and maintained inventory for marketing materials at the Strayer University warehouse.

Publications and Marketing Manager

Served as managing editor of Arena Stage Production Program Books and Performance Guides. Managed in-house and freelance graphic designers and relationships with print/mail vendors. Composed/edited brochures, invitations, postcards, and supplemental marketing/publicity pieces. Managed and maintained inventory of printed materials. Served previous year in theatre's education department, responsible for teaching playwriting to students in DC schools, and coordinating the new playwright’s program for high school students. Awarded a Thomas C. Fichandler Award for Excellence, annually awarded to 2 interns, prior to joining Marketing (while interning at Arena Stage from 1995 - 1996).

Sabrina Ican

Sabrina Ican