Marketing leadership

My role

I was the marketing and communications director of an organization that serves thousands of specialized contractors. The work entailed:

• conducting research on key markets

• managing the budget

• developing and implementing targeted marketing strategies

• managing the brand, including a full re-brand

• overseeing the internal communiations; and

• reporting to the board and executive team.

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Challenges & Achievements

Challenges

• Outdated website search engine and stale content

• 2 different national target audiences (homeowners and contractors) to address within one website

• 12 different product offerings to market and sell

Achievements

• New web-based locator with 14k listings. Wrote the requirements, led the re-design, and managed a software development firm to build a new web-based locator tool and search engine. When completed, users were then able to easily find and filter results of 14,000 home contractors, concurrently bringing business to those companies.

• Quarterly presentations to 12 Board members. Presented the marketing strategies and budget on a quarterly basis to the board and executive team.

• Managed employees and cross-functional partners. Building a website serving thousands of people required intense collaboration between those of us in marketing and product management, the programs/technical curriculum team, executive team, and our end-users - homeowners and our own certified residential contractors.

• 42% reduction in non-optimized webpages. Reduced website from 70 to 40 webpages with updated content and navigation improvements.