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DIGITAL STRATEGY

Digital Strategy: Image

June 2018 - January 2020

SR. MANAGER, DIGITAL AND CONTENT STRATEGY, NRG

Current Responsibilities:

  • Led North American digital strategy across paid search, LinkedIn, Facebook, Instagram, Programmatic, SEM and site-direct channels for both in-house and external agency driven efforts. Results included an 8% increase in brand awareness and an incremental $2M in revenue.

  • Collaborated with product teams, business development, events and IT to execute omni-channel campaigns for demand generation.

  • Identified and developed lead nurture journeys across key personas and moments of truth for quicker time to conversion and increased lead quality of those passed to onto sales.

  • Managed multi-million dollar budget and necessary creative optimizations, regularly reporting out on optimization opportunities regarding CPM, CPA and creative by channel to senior leadership.

Results:

  • Increased brand awareness and conversion by 11% and 5% respectively

  • Implemented personalization and AI based machine-learning onto NRG.com to increase revenue by $4.5MM yearly, YTD has also resulted in 4.5x increase in time on site and 44% reduction in bounce rate

  • Built engaged and loyal follower base for NRG social channels with 7.5% and 28.6% increases in follower count and engagement respectively

Digital Strategy: Experience

June 2016 - June 2018

MANAGER, CONTENT STRATEGY, NRG

Responsibilities:

  • Prioritized, owned, and planned the omni-channel editorial calendar and associated content strategies for social, .com, and online account management channels, including reporting for content metrics. Built engaged and loyal follower base for NRG social channels with 7.5% and 28.6% increases in follower count and engagement, respectively.

  • Led cross-functional collaboration for projects across business disciplines to support multiple capital projects.

Results:

  • Launched first of its kind media plan for NRG business Solutions outperforming competitive media buys  

  • Negotiated over $800K in company savings with multi-brand integration into new social platform, eliminated disparate data and increased company-wide collaboration across social teams

  • Led cross-functional collaboration for projects across business disciplines to support multiple capital projects.

Digital Strategy: Experience
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Digital Strategy: Welcome
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