Marketing Marketplace

Traditional and Digital Marketing

Lori’s Resume

Professional Summary

Dynamic Marketing Professional with experience in strategic, digital and traditional marketing designed to achieve business goals. Commenced career in visual communications at Boeing, fostering a strong foundation in reporting and presenting to executive teams. Expert in aligning people, processes, and products to exceed sales targets and meet organizational objectives. Proven leadership in building and guiding cross-functional teams, with excellent communication skills for fostering strong customer relationships. Exceptional technical knowledge of CRM, administering software, and analysis. Capable of capturing new business and driving growth. A passionate, creative, and strategic thinker committed to contributing significantly to growth objectives.

Areas of Expertise

  • Digital Marketing 
  • Content Creation & Strategy 
  • Social Media Management
  • Marketing Communications
  • Event Management
  • Cross-Functional Leadership
  • Digital Lead Generation
  • Corporate Communications
  • Salesforce Administrator
  • Vendor Management 
  • Budget Management 
  • Strategic Communications 
  • PR & Media Relations 
  • Global Brand Management 

Select Achievements 

  • Taught marketing fundamentals, digital marketing strategies, and full-funnel marketing attribution to 500+ students at California State University’s Digital Marketing Boot Camps, driving measurable results for their organizations. Encouraged innovation, collaboration, and critical thinking while staying current on industry trends and technologies. Made a significant impact on students’ professional development and helped them achieve their marketing goals.
  • Revamped Premier Building Systems marketing technology by implementing a CRM, redesigning a user-friendly website, incorporating a marketing automation platform, and developing a webinar series as a result of COVID-19 to minimize onsite interactions which augmented client meeting capacity. 
  • Championed a comprehensive $21M e-commerce initiative in collaboration with Agile coaches and international developers at Thyssenkrupp Copper and Brass Sales. Oversaw four websites, managed Salesforce implementation, and drove the content vision to maximize profit and stimulate sustainable growth.
  • Developed and launched a sales enablement program at Saint-Gobain to align sales and marketing operations by creating monthly agendas, developing training processes and materials, and providing cross-functional leadership to sales team leaders and local and internal marketing communications teams. 

Professional Experience & Accomplishments

PABCO Building Products – Tacoma, WA               11/2020 – Present
Marketing Manager – PABCO Roofing Products Division

  • Developed and executed effective marketing strategies and advertising campaigns for PABCO Roofing Products.
  • Built and maintained strong relationships with existing and prospective clients to increase brand awareness and drive sales.
  • Analyzed sales and marketing trends to identify opportunities for growth and communicated findings to sales and corporate teams.
  • Planned and coordinated industry-related events, trade shows, and conventions to showcase PABCO Roofing Products and promote the brand.
  • Conducted thorough research on market demand and competitors to ensure the company’s product offerings were competitive and met customer needs.
  • Identified new market opportunities to expand the company’s customer base and increase revenue.
  • Collaborated with sales teams to develop pricing strategies that maximized profits and market share while balancing customer satisfaction.
  • Developed and executed programs with buying groups and strategic distributor partners to increase sales.
  • Created and managed marketing budgets and projections as needed to support business objectives.
  • Worked cross-functionally with outside sales, inside sales, production, purchasing, and engineering departments to ensure customer satisfaction and smooth operations.
  • Utilized knowledge of marketing automation to train customer service and marketing team to streamline processes and track ROI of campaigns.
  • Elevated brand awareness and positioning by generating innovative value propositions and promoting PABCO Roofing Products through social media marketing, content marketing, and SEO strategies.
  • Collaborated seamlessly with other business units leveraging Salesforce CRM, initiating a knowledge-sharing effort to create a streamlined workflow. This collective effort resulted in the successful implementation of HubSpot CRM within my business unit, ensuring alignment across the organization. Additionally, introduced comprehensive reporting mechanisms within HubSpot CRM, enhancing our ability to track and analyze key performance metrics for improved decision-making and efficiency.

Premier Building Systems – Seattle, WA               01/2020 – 11/2020
Digital Marketing Manager

  • Leveraged expertise to direct digital marketing in concert with key stakeholder and senior leadership involving strategic planning and campaign execution, analytics and measurement, and resource allocation.
  • Adeptly navigated an acquisition by developing a multifaceted marketing transition program designed to integrate two new divisions and establish a cohesive marketing strategy; directed the full rebrand of all three companies into the master brand while successfully articulating a compelling brand story.    
  • Created and executed the editorial plan and campaigns coordinated across social media, website, blog, email, advertising and third-party media, along with devising and editing all content. 
  • Developed the company measurement plans and associated metrics such as cost per acquisition, demand and lead generation, website conversions and ROI to effectively evaluate performance. 
  • Oversaw keyword and ancillary marketing research in the evaluation of current strategic progress against established plan to identify areas for improvement and design plans for execution. 
  • Successfully created a consistent social media presence which substantially increased engagement. 
  • Collaborated closely with sales management in creating a sales process which optimized lead handoff by assessing lifecycle stages, developing  qualified goals, and training internal stakeholders. 

Thyssenkrupp – Seattle, WA                                 02/2019 – 01/2020
Digital  Marketing Manager, Copper & Brass Sales Division 

  • Led marketing activities regarding the online acquisition, conversion, and retention of customers through various digital channels by coordinating cross-functionally with 60 regional sales managers, distribution centers, industry segment managers, and international marketing and web development teams. 
  • Deployed an omnichannel strategy to interweave disparate content channels aimed at improving customer experience and buyer journey while presenting a clear content campaign plan for sales.  
  • Spearheaded the creation of the content vision for UX design, SEO keyword strategy, and cross-functional collaboration to drive thought leadership, value-add, production, sales, and e-commerce marketing.  
  • Defined goals for content marketing and integrated metrics for performance evaluation, coordinating with executive leadership while designing optimal strategies that satisfied budget constraints. 
  • Collaborated closely with Sales Business Category leaders to extract segmented data and compile targeted email lists within the Salesforce CRM system. Leveraged this data to strategize and execute effective email marketing campaigns across diverse sectors including Automotive, Aerospace, Medical, and Government. Additionally, conducted in-depth analytic reporting on campaign results, enabling data-driven decisions and identifying potential growth opportunities for retargeting.
  • Developed messaging, campaigns and calendars for email, blogs, video, social and paid digital marketing campaigns, creating personalized content and leveraging customer data to execute targeted and segmented campaigns to drive customer behaviors including adoption, engagement, and utilization.  
  • Drove enterprise improvements by developing content for the first company marketing automation and CRM integration; managed iterative A/B testing to continually improve performance through optimized messaging and targeting while presenting performance results and creating improvement strategies. 
  • Developed a strong understanding of both international and domestic email marketing and privacy laws, designing regulatory-compliant templates to safeguard adherence with varying bylaws. 
  • Launched LinkedIn published articles and thought leadership campaigns across all industry segments.

Saint-Gobain North America – Auburn, WA     04/2019 – 02/2019
 Marketing Manager – North America

  • Developed and executed the annual marketing and communications strategic plan while directing content for brand management, public relations, corporate positioning, website redesigns, advertising, and sales and marketing alignment; providing valuable content for digital channels. 
  • Created web portal and digital collateral content management in order to transform an outmoded intranet into a dynamic portal which improved communication streams and integrated new salestool. 
  • Led the regional team in transitioning from Sage CRM to Salesforce CRM as part of a global initiative, ensuring uninterrupted operations and data integrity.
  • Orchestrated CRM training workshops to facilitate a seamless transition for regional team members.
  • Managed data migration, implementing data quality enhancements for improved accuracy and reporting.
  • Spearheaded Sales Enablement initiatives, equipping the sales team with the tools, resources, and training required to boost productivity and drive revenue growth.
  • Drove effective content development by conducting strategy sessions to define the customer journey. 
  • Initiated development and integration of the first social media channels and associated strategy, as well as planning posting for international and local social media sites to develop external partner profiles. 
  • Developed and launched the first lead generating webinar series to increase generation and conversion. 

Education

Bachelor of Science (BS), Marketing Management: Western Governors University of Washington 

Bachelor of Arts (BA), Information Technology: Central Washington University  

Associate of Arts & Science (AAS), Graphic Arts Technology: Clover Park College  

Certifications

Google Analytics Certified | HubSpot Certified | LEED Green Certified | Salesforce Adminstrator

Technical Profile 

Microsoft Office (Expert Proficiency) | Coding (HTML, SQL, JavaScript) | CMS Platforms (Several)

Marketing Automation (MailChimp, Oracle Bronto, HubSpot, Pardot) | UX (Figma, Axure, Basalmig) 

CRM (Salesforce, HubSpot, Sage) | Social Media (Hootsuite, Sprout Social) | Adobe Creative Suite 

Content Planning (SEM Rush) | Agile Project Management (Jira, Confluence, Trello, BaseCamp, Smart Sheet) 

Analytics (Google Data Studio, SEM Rush, Screaming Frog, Tableau)

Other 

Lead Instructor – Digital Marketing Boot Camps – California State University – 8/21 to present 

Vice President Career Development (Volunteer)  – American Marketing Association of Puget Sound – 4/21 to 9/23

Vice President Business Development (Volunteer) – American Marketing Association of Puget Sound – 9/23 to Present – Leading Salesforce CRM update to increase and retarget membership.