A unique skillset allows me to build a bridge between marketing and technology. I can explain things in the simplest way to those in marketing while also able to communicate technical requirements to Information Technology teams. As a leader I can move teams along to see the vision of how marketing and technology work together. In my role I reported to the Sr. Marketing manager while also interacting and reporting out weekly to the Marketing VP and Senior Sales/Marketing VP.
February 2018 – November 2019
Marketing Automation Manager, Textron Aviation
Lead a team of five individuals who maintained the company internet and marketing automation tools. These tools are used for monthly lead generation for the sales team. Created the website strategy that drives potential customers to complete form fills and hands off the information to Marketo and Salesforce CRM.
The web form strategy generates over 70 form fills per month consistently for products ranging in cost between $700,000 to $24 million.
Created sales maps, Christmas cards, digital banners to employees in the city of Wichita. Created show banners that were hung around NBAA (aircraft show) and signage displayed around aircraft.
Attended multiple trade show recruiting events across Kansas to recruit employees.
Launched multiple campaigns throughout the year. Campaigns were a mixture of email, print and digital ads. The objective was to drive leads to a landing page to complete a form to receive more information or talk to a sales representative.
Initiated the first streaming strategy to be used at NBAA for Textron Aviation. Streamed the announcement of the new Longitude aircraft; hosted it live on YouTube. Generated over 50 leads for a multi-million-dollar aircraft.
CRM (Customer Relationship Management)
Maintained CRM system process that connects web form information to a lead record in Salesforce. The lead is assigned to a sales team member based upon their product interest and state. Sales team can see the product and contact information of the lead inside of Salesforce.
Managed the daily usage of Marketo for email automation. Implemented a process to read the information shared with Salesforce to segment users. Audiences are segmented between piston, jet, turboprop and preowned aircraft. These individuals are then targeted with specific content for email marketing.
Handled the budget for maintaining Marketo and decided on what features would be needed for the Textron Aviation account.
Cessna.com, Beechcraft.com, McCauley.txtav.com, SpecialMissions.txtav.com, Txtav.com, BeechcfraftDefense.com, and ScorptionJet.com
Translated Website Versions
Initiated the translation process of Cessna.com and Beechcraft along with the information technology department. These websites are translated into German, Portuguese and Spanish.
Website Personalization Tagging/Pattern Matching
Use URL tagging within the CMS to track digital ads and to perform website customization. Changed images and text to give different visitors a different experience.
Agency Relationship/Digital Ad Spend
Worked with agency to perform SEM and SEO on websites to push marketing initiatives. Provided direction on Google Tag Manager and analytics reporting.
Built digital ad strategy for site retargeting and Geofencing. Handled the budget for these segments including Citation, Turboprop and Piston aircraft.
Provide guidance to the Corporate Communications team regarding story ideas for social platforms. Helped measure success by assisting in analytics and tagging analytics to leads.
Worked with Google Analytics and Sprout social to gauge engagement.
2007 – 2018
Communications Specialist Sr., Textron Aviation
Focused on strategies to help improve building leads for the company.
Developed the strategy for websites to identify anonymous visitors as they are browsing pages. Websites can display different types of information on the same page depending upon who is viewing it.
Worked with the IT team and outside vendor to implement new CMS to be used within the website.
Reported out website analytics using Google Analytics, Sitecore Analytics and Salesforce
Performed daily website maintenance
Created the Facebook and Twitter strategy for Cessna Aircraft Company
2002 – 2007
Business Analyst., Textron Information Services
Became trainer and support for the new intranet called ERIC for Bell Helicopter in Hurst, TX
Travelled to Hurst, TX and explained the advantages that would be gained from using the new intranet
Maintained the old intranet specifically for Cessna Aircraft company
Manually coded html to maintain the old intranet
Used WebTrends to measure intranet analytics
2000 – 2002
Associate Analyst., Cessna Aircraft Company
Assisted customers with hardware and software troubleshooting
Installation of software applications
Maintenance of computer help desk intranet pages
Maintained network user accounts
August – 2003
Masters Management Information Systems, Friends University
Bachelors computer information systems, friends university