The Johns Hopkins University - Carey Business School

University of Southern California

University of Maryland College Park

St. Albans School (D.C.)

Product Marketing at Anchorage Digital

Washington, District of Columbia, United States

Anchorage Digital is a regulated platform that provides institutions simple and secure participation in digital assets, all integrated with custody. As the first federally chartered crypto bank, Anchorage Digital Bank offers the most advanced digital asset platform for institutional investors and sets a new standard for security and usability. With secure custody at its core, Anchorage has a history of adding services so that institutions can get the most out of their digital assets.

Anchorage Digital

Product Marketing

- Helped drive the marketing strategic planning for the national credit card business
-  Led the research, ideation, and collaboration to deliver integrated, multi-channel, marketing campaigns to drive account growth and brand affinity
-  Collaborated and develop strong working relationships with key internal and partner stakeholders to ensure open communications and successful outcomes
-  Actively analyzed business data to generate insights and make informed decisions that drive business results
-  Managed aspects of the multimillion-dollar budget
-  Performed competitive analysis, review market research and customer testimonials to help shape creative concepts, value propositions and messaging
-  Brought an audience-first mindset to all facets of marketing
-  Brainstormed disruptive marketing strategies and tactics to reinforce Oportun’s unique value proposition

Oportun

Senior Manager, Product Marketing

- Managed brand product verticals and projects for Credit Cards and Affinity Partnerships
-  Developed the overall product marketing strategy that incorporates consumer insights, situational analysis, and competitive research used across multiple channels to reach PenFed’s goals and drive brand growth
-  Maintained expert-level understanding of the full marketing mix, demonstrate an ability to adapt to new markets, and can adjust to changes in market dynamics and competitive landscapes
-  Served as the liaison between the product teams, compliance, internal creative marketing services, and external partners to develop and execute projects
-  Managed full execution of communications including direct mail campaigns, email campaigns, signage, collateral, mass advertising (print, social, digital, TV, radio) and event materials to meet defined goals
-  Collaborated with agencies to deliver best in class creative executions, analyze and reports on campaign effectiveness
-  Worked closely with cross functional teams, including PR, web and UX team, procurement, compliance and legal to ensure consistency, accuracy and alignment on all brand efforts
-  Supported branch and merger efforts through campaign and media support
-  Led meetings, presentations, task-forces, and marketing communications for product initiatives and assigned projects
-  Delivered against a range of KPIs to drive awareness, consideration, and volume
-  Worked closely with cross-functional teams and business units to execute plans and ensure all marketing initiatives align with PenFed’s overall brand look, voice and feel

PenFed Credit Union

Manager, Product Marketing

- Acquired]
-  Managed brand marketing for Credit Card acquisitions
-  Focused bringing to life the Build Credit Card’s value proposition, raising consumer awareness and advocacy for the Build Card brand, and delivering effective multi-channel customer acquisition campaigns
-  Elevated FS Card’s corporate brand through print and digital media by partnering with creative and PR agencies
-  Helped lead delivery of Build Card marketing campaigns across multiple channels: direct mail, e-mail, digital, web, social media, conferences, and special events
-  Worked closely with partner teams to deliver effective multi-channel marketing campaigns
-  Used customer and analytics insights to raise conversion effectiveness
-  Developed a brand framework and customer appreciation strategies that drive account consideration and increase customer engagement
-  Led content development for marketing, social media, and PR communications
-  Managed the Build Card and FS Card website content development and maintenance
-  Tracked marketing campaign performance and ROI

FS Card Inc.

- Achieved aggressive passenger acquisition, ride and awareness goals
-  Owned entire marketing budget for fifth largest market
-  Oversaw quarterly Brand (Digital & OOH) spend to grow brand awareness, consideration and intent
-  Managed quarterly digital paid acquisition to drive app installs on search, social, programmatic, and aggregated networks
-  Developed integrated marketing plans and tactics to meet activation goals for local partnerships, events, and ambassador program
-  Generated local passenger, driver and market insights
-  Coordinated and led efforts with cross-functional business partners
-  Tested, learned and evolved the practice of local marketing
-  Established best practices to scale efforts through grassroots campaigns, partnerships and local activations

Lyft

Marketing Lead

- Identified trends and opportunities to grow and engage - using marketing dashboards and tools to understand effects of key performance indicators
-  Developed inbound digital marketing strategy to strengthen lead generation email database, consumer engagement, and customer value optimization with Optimizely A/B testing, behavioral flow, and heatmapping
-  Contributed to driving social media marketing, strategy, content, and campaigns across Facebook, Twitter, Instagram, Pinterest, LinkedIn, Tumblr etc.
-  Grew revenue and email lead generation through paid search, display advertising, and paid social while maintaining ROI goals
-  Managed, optimized, and reported on paid online campaigns - Facebook, search, and retargeting - coordinated ad operations for online campaigns and analyzed the effectiveness of campaigns, translating data into recommendations and plans for revising digital marketing activity
-  Collaborated on planning, budgeting, and tracking for all paid digital marketing campaigns
-  Developed messaging and positioning for funding pitches, leading to $2.5 million in investment
-  Collaborated to secure 35 brand partnerships and sponsor 2 Olympic athletes
-  Supported major event partnerships and PR for CES 2016, Warrior Dash, and OCR World Championships - onsite activation
-  Led development for marketing with SEO/SEM, paid digital campaigns, and analytical research for insights to integrate into technology and demand generation targeting
-  Implemented structured markup language, snippets, ALT tags, meta descriptions, XML sitemap, HTML, page indexing, retargeting pixels, linkbuilding, and page and domain ranking best practices with Webmaster Tools, which contributed to positive returns in search engine results page
-  Analyzed search queries with Google keyword ad planner and drove organization to #1 in organic search results
-  Automated agile and segmented consumer insight data tracking with HubSpot
-  Defined analytic metrics for all marketing activities

LifeFuels

Marketing Director

- Developed and drove digital marketing plan
-  Helped create digital marketing positioning, messaging, and external communications across all channels and determined key performance indicators
-  Drove timelines for launches cross-functionally
-  Gathered data and analytics to analyze individual campaign performance to derive actionable insights to improve growth, engagement, performance, and conversion rates
-  Led the exploration of new marketing communications to drive incremental growth and build the commercial system brand
-  Managed the conversion tracking process through improvements to the website rate tracking initiatives

Marketing Manager

- Led all marketing efforts, including acquisition and activation of leads
-  Forged sponsors and partnership relationships, including Red Bull, Chobani, and Body Armour
-  Headed analytics tracking across Google Analytics, Facebook & Twitter Analytics/Insights, iTunes Connect, & Mixpanel
-  Increased users by 196% and sessions 187%
-  Assisted Android launch marketing, gamification enhancements, and aligned content marketing analysis
-  Collaborated with CEO, Product, and Creative teams for growth
-  Built marketing plan, including spend mix, projected ROI and forecasting commensurate sales growth
-  Redesigned performance marketing programs focused on core metrics, testing, & optimization while staying on-brand

MakeMe

- Collaborated with lead team to launch new business unit, Cinematics
-  Created social media strategies with digital department and executive management
-  Contributed comprehensive digital marketing techniques to increase visibility and traffic
-  Strengthened strategy, execution, content management, and consumer engagement

SnagFilms, Inc.

MBA Marketing Intern

- Exit]
-  Managed team of 50 contributors and published more than 9,000 articles of original content
-  Built brand value by becoming one of the most trafficked site in lacrosse generating 900,000 pageviews and 100,000 unique visitors monthly
-  Won over top-tier advertisers in industry such as Nike, Under Armour, and Warrior by providing media ad units
-  Organized nationally recognized events in college football stadiums to initiate brand activation for partners. Reached aggregate attendance of 5,000+ while producing $21,000 in new revenue for two one-day events
-  Led the planning, design, and construction of an online equipment store equipped with best-in-class search engine optimization, delivering first page ranks on Google search results
-  Assembled community of influencers who fit and enhanced the brand reaching over 200,000 followers on social media

Thomas Alford

Thomas Alford