Data-Driven Content Marketing & Strategy

Resume

SUMMARY: Data-driven digital marketing professional with strong background in content marketing, email marketing, and marketing automation. Skilled writer, editor, and teacher/trainer. Results-oriented, detail-obsessed, and dedicated to doing work that makes a difference.



SKILLS & EXPERIENCE

CRC HEALTH GROUP/ACADIA HEALTHCARE

Cupertino, California: 2008-Present
Positions held: Content Coordinator, Content Manager, Lead Writer, Writer/Editor

Content Marketing
• Developed, tested, and refined unique value propositions to guide all aspects of B2B and B2C marketing efforts for multiple programs within the CRC network
• Wrote and edited content for websites, blogs, landing pages, newsletters, and print collateral
• Wrote ebooks, clinical briefs, fact sheets and other downloadable marketing materials
• Wrote, tested, and analyzed content for PPC ads and landing pages
• Coordinated with SEO, social media, web design/development, and corporate communication personnel to develop and execute comprehensive brand-awareness strategies
• Led content analysis/curation effort during consolidation of 118 websites and redesign of 38 sites
• Created and maintained multiple editorial calendars to ensure consistency, relevance, and quality

Email Marketing
• Managed multiple informational, lead-gen, nurturing, and win-back campaigns
• Developed and executed several B2B and B2C email campaigns directed at behavioral healthcare professionals and consumers on the national, regional, & local levels
• Employed behavioral profiling concepts to enhance personalization and increase conversion
• Conducted A/B and multivariate tests on all email campaigns; analyzed and shared results; implemented findings throughout our content network

Training & Leadership
• Supervised full-time employees, and contract/freelance personnel
• Completed training in Value Proposition Development, Fundamentals of TQM, Seven-Step Problem-Solving, Minto Pyramid Principle, and Meclabs Conversion Methodology
• Conducted weekly cross-functional peer review sessions to enhance quality of web pages, landing pages, marketing emails, and print collateral
• Presented “Using Email to Refine Your Organization’s Value Proposition” at Eloqua Experience 2013
• Presented “Lessons in Healthcare Email Marketing” at Admissions & Marketing Symposium 2014


U.S. ARMY GARRISON STUTTGART PUBLIC AFFAIRS OFFICE

Stuttgart, Germany: 2001-2007
Positions held: Public Affairs Officer, Command Information Chief, Editor, Assistant Editor

Public Affairs Officer (August 2006 – March 2007)
• Led a six-person team responsible for providing public affairs guidance and command information support to commander of U.S. Army Garrison Stuttgart
• Coordinated media activities; facilitated requests for interviews and information; ensured quality, accuracy, and consistency of information provided to internal and external media outlets

Command Information Chief (October 2005 – March 2007)
• Led a four-person team that produced and managed weekly community newsletter, biweekly newspaper, garrison web site, and closed-circuit command information television channel
• Wrote and edited speeches, news articles, press releases, and scripts for radio and television spots
• Created content for and upgraded design of garrison website

Editor, The Citizen Newspaper (February 2003 – March 2007)
• Supervised a staff consisting of government personnel, contract employees, and volunteers
• Responsible for content, layout, and design of 16-page biweekly newspaper

Assistant Editor, The Citizen Newspaper (August 2001 – February 2003)
• Wrote and edited news, sports, feature and opinion articles; took and edited supporting photos
• Responsible for production of paper and supervision of staff in editor’s absence.


U.S. ARMY EUROPE AUTOMATION TRAINING PROGRAM

Stuttgart, Germany: 2000 to 2001

• Instructor: Taught beginning, intermediate and advanced courses for all MS Office programs
• Site Coordinator: Advertised classes, enrolled students, and maintained training database


GREENVILLE HIGH SCHOOL

Greenville, Pennsylvania: 1995-2001

• Classes Taught: English; Yearbook Journalism; Intro to Computers; Alternative Education Program
• Co-curricular Activities: Seventh-grade basketball (head coach); Varsity cross-country (assistant coach); Key Club (charter advisor); Yearbook (advisor)


MERCER COUNTY CAREER CENTER

Mercer, Pennsylvania: 1993-1995

• Pennsylvania Youth Apprenticeship Program: Developed and taught integrated thematic units (uniting English, math, social studies, and science)
• Communications: Taught a project-based course providing hands-on instruction in video and radio production, public speaking, and principles of journalism



HONORS & AWARDS

EDITORIAL LEADERSHIP

U.S. Department of Defense Thomas Jefferson Award Program
• 1st Place: Tabloid-Format Newspaper (2005)

Maj. Gen. Keith L. Ware Journalism Award Program
• 1st Place: Tabloid-Format Newspaper – U.S. Army (2005)
• 1st Place: Tabloid-Format Newspaper – Europe (2005)
• 1st Place: Special Achievement in Print Media – Europe (2003 & 2004)


WRITING & PHOTOGRAPHY

Maj. Gen. Keith L. Ware Journalism Award Program – Europe Region (2005)
• 1st Place: Commentary
• 1st Place: Feature Article
• 1st Place: Sports Article

Maj. Gen. Keith L. Ware Journalism Award Program – Europe Region (2004)
• Civilian Journalist of the Year
• 1st Place: Commentary
• 2nd Place: Photojournalism

Maj. Gen. Keith L. Ware Journalism Award Program – Europe Region (2003)
• Civilian Journalist of the Year
• 1st Place: Sports Article
• 2nd Place: News Article
• 3rd Place: Commentary


TEACHING

• Pennsylvania Teacher of the Year Award – District Nominee (1999)
• Who’s Who Among American High School Teachers (1998)



 EDUCATION

YOUNGSTOWN STATE UNIVERSITY – 40 post-graduate hours (English; Professional Writing/Editing)
GROVE CITY COLLEGE – Bachelor of Arts (Communication Arts; Literature; Secondary Education)

A downloadable (.pdf) version of this document is also available.