Resume

CORE SKILL SETS

EXPERIENCE

SDSU UNIVERSITY RELATIONS AND DEVELOPMENT
Director of Communications (11/13 – present)

Identify and qualify prospects, create specialized messages and analyze behavior for engagement and conversion: President’s Leadership Fund campaign returned $30,000.
Manage marketing and communications to support large-scale projects and events for SDSU’s President, Vice President and Provost, aligning with the strategic plan and brand promise.
Oversee/train staff to use email automation tools and best practices.
Lead URAD’s divisional message board, creating guidelines, use and procedures.

UCSD ALUMNI
Asst. Director, Web and Digital Marketing (08/13 – 11/13)

Managed email automation and data mining for all alumni outreach.
Created custom dashboards to drive ongoing marketing, event and program decisions.
Assisted Blackbaud site transfer, email campaigns and list management.
Managed surveys to drive event planning and campaign decisions.

EDGEWAVE WEB SECURITY
ONLINE MARKETING MANAGER (05/11 – 07/13)

Produced integrated online marketing campaigns within a $1.2M yearly budget.
Ran multi-pronged campaigns that earned $3M from $300k spend: 900% ROI.
Grew the prospect database from 40k to 230k.
Oversaw PR efforts, keyword-specific releases, submissions, tracking of placement/impact.
Lead for Salesforce implementation, training, marketing dashboards with target KPIs.
Designed Marketo automation strategies: A/B/C testing, drip campaigns, event/webinars.
Created lead scoring, routing, tracking, reporting, sales team enablement.
Drove strong focus in revenue performance tracking, ROI matrix.
Executed data-driven strategies: email, ad placement, SEO, PPC/retargeting, video, webinars, digital trade shows, list purchases and social media campaigns.

SDSU COLLEGE OF EXTENDED STUDIES
TECHNOLOGY MARKETING SPECIALIST (02/07-05/11)

Managed integrated marketing strategies to drive student recruitment for 35 programs.
Increased brand awareness, leads and conversion with SEO, PPC, social, viral, PR, email automation, CTA materials, Google Analytics.
Administered Intelliworks CRM/Automation: customization, onboarding and management.
Supervised employees and lead multiple projects guiding marketing team.
Conceptualized/created marketing’s online Project Management System, improved communication and efficiency – won 2010 UPCEA Gold Award.
Initiated and managed web video production for CES and ALI.
Created CES’s first blog, first infographic and all PPC campaigns in Google, Facebook and Baidu, increasing traffic and student recruitment.

SDCCD NORTH CITY CENTER
ONLINE MARKETING INSTRUCTOR (01/06 – 02/07)

Created 8-course curriculum, taught SEO/SEM; most popular program, maxed attendance.

LOTUS HOUSE ARTS WEB TECHNOLOGY SERVICES
MARKETING CONSULTANT (02/98 – 01/06)

Managed full-service online marketing company for over 1,000 users and 100 companies.
Implemented online campaigns for SEO, PPC, design and email marketing.
Created content for online PR efforts, that improved brand recognition and reputation.
Designed database-driven features: shopping carts, forums blogs, image galleries and content management systems.

ZIPWELL ONLINE
WEBSITE DESIGNER (11/97 –02/98)

K–ONLINE DESIGN
WEBSITE DESIGNER (03/96 – 11/97)

Created business plan for new web design and SEO department, managed budget.
Oversaw design team in creating content-targeted web sites to increase traffic and sales.

EDUCATION

PROFESSIONAL MEMBERSHIPS & ACCOLADES

Krista Nielsen