I decided to leave my home state and venture to the city of brotherly love, Philadelphia to join a financial nonprofit membership and trade association. From doctors to lawyers to retail executives and now to bankers, I am excited to fully immerse myself in a new field with new jargon, new rules, new key players, and overall new global sense of collective prosperity.
I accepted a digital marketing specialist position with the Risk Management Association (RMA), mid-pandemic and mid-quarantine to help rebrand RMA into the one of the leading nonprofits in the financial sector. When I was hired, the entire organization was going through a massive transition – with a rebrand, moving to 100% teleworking, a c-suite reshuffling, a new CEO, and a revamped marketing department. I was lucky enough to be a part of the revamped marketing department to lead anything and everything digital marketing.
I drew upon my past experience with a variety of nonprofits to immediately direct their email marketing strategy, including automated drip campaigns to drive lead generation for a cornucopia of banking software products and annual conferences. I quickly picked up on the nuances of the banking industry and used my copywriting skills to establish PPC ad campaigns on Google and LinkedIn to increase the revenue attributed to product and ticket sales. Beyond, social and email marketing, I manage long-term strategy with lead gen and scoring, account based marketing, building out an improved tech stack, utilizing analytics to improve processes, and designing new email templates/landing pages with SEO and UX best practices to drive clicks and form completions.
Additionally, I am a vital player in RMA’s rebrand consisting of a new website, a new marketing automation system, new logo, brand colors, slogan, language, color palette, etc.
I am excited for the future with RMA because under new leadership with a very diverse and eclectic background, the sky is the limit.
Work Examples
Key Takeaways for Lenders at RMA’s GCSBR Conference 2021
Automated Email Nurture Stream Example (Pardot)
Job responsibilities:
– Strategize, plan, and build cross-channel digital marketing campaigns across various channels, including email, SEM, PPC, video, and social media
– Grow new leads, including marketing-qualified leads, by converting site traffic through calls-to-action, landing pages, and lead generation content
– Direct social media strategy, craft and publish social content on behalf of the organization
– Develop, implement, and document effective marketing processes, including lead passing to sales, technology interactions, and email campaign systems
– Setup automated reporting across all campaigns to monitor effectiveness and optimize spend; suggest optimization techniques based on data and insights to increase and improve leads
– Develop innovative digital tactics and apply metrics / analytics to evaluate end-to-end customer experience across multiple customer touchpoints
– Implement and maintain a marketing automation tool to optimize RMA’s marketing automation and lead nurturing processes through email, content, paid marketing, and social channels