Hands-on and results-driven marketing and branding professional with more than 10 years of experience building global brands. Develop and launch digital initiatives from the ground up to deliver innovative and measurable business solutions. Skilled at analyzing and translating business requirements into comprehensive and integrated marketing strategies, road maps, and implementation plans across traditional, broadcast, and digital channels. Passionate change-agent focused on communicating mission and message.

EXPERIENCE
Marketing Director/Executive
Girl Scouts - North Carolina Coastal Pines 
2015 - Present
  • Lead integrated marketing team and oversee all branding, marketing, and communication strategies and tactics for $11M regional division of the preeminent leadership development program for female youth.

  • Champion data-driven decisions and building comprehensive 360° view of the customer­­­ to provide increased consumer visibility including tracking end-to-end acquisition and leveraging CRM data and automated workflows to personalize brand experiences across consumer touch points.

  • Research market landscape and competitors to report on developing industry trends and create buyer personas for targeted product and service initiatives.

  • Serve as business lead for cross-functional work to ensure brand consistency, optimization of key consumer insights and data, and drive demand generation and customer loyalty and satisfaction programs.

  • Create and implement strategic marketing and communication plans for internal and external stakeholders across digital, traditional, and broadcast channels including campaign promotions and crisis response plans.

  • Develop and oversee annual financial and budget planning, forecasting, and allocation of resources.

  • Identify and measure departmental and organizational KPIs and analyze data to determine overall ROI and program success. 

  • Own agency and vendor partnerships and oversee creative direction, production, and implementation of multi-channel campaigns and projects.

  • Supervise and mentor marketing and communications team members and promote culture of high performance and continuous improvement that values learning and commitment to quality. 

Digital Marketing Manager/Director
Girl Scouts - North Carolina Coastal Pines
​2012 - 2014
  • Developed and implemented digital content and marketing strategies to achieve key business goals including increasing customer acquisition and retention, growing sales revenue, and expanding brand awareness.  

  • Conceptualized and created digital content including copy, graphics, multimedia, and SEO; developed and implemented overarching digital editorial calendar for social media, email, web, and paid advertising.

  • Supervised and maintained all web properties via content management systems (Adobe, WordPress, Drupal). Architected, designed, and wrote company website copy to increase traffic by 30%.

  • Oversaw and grew social media program including strategy, content creation, and community management resulting in increased community growth (Facebook 270%, Twitter 90%) and campaign amplification (3x reach, 50% increase in sharing and engagement).

  • Designed and deployed email marketing programs including marketing automation workflows, seasonal campaigns, and e-newsletters.

  • Co-produced traditional print collateral including direct mail pieces, post cards, banners, info graphics, testimonials, and spotlights that could be leveraged for online and offline promotions.

  • Coordinated vendor partnerships with agencies, videographers, designers, and web developers.

Digital Project Manager
Ashe Avenue
Contract ​2012
  • Created interactive strategies that resulted in innovative digital solutions for clients including AOL and Glamour Magazine.

  • Led a team of designers and developers to ensure timely and on budget delivery of interactive projects ranging from standard marketing websites and data management solutions to mobile/web apps, and social media.

  • Managed large-scale web projects from concept to launch including strategy development, scope of work, project scheduling, budget management, and project workflow. 

  • Communicated project objectives and success criteria to internal and external teams while providing direction and support.

Social Media Strategy Director
Likeable Media
​2011 - 2012
  • Developed and managed innovative social media strategies including consumer promotions, blogger initiatives, and social ad campaigns.

  • Oversaw daily content creation and community management to grow social communities and increase fan/follower engagement rates and conversions.

  • Integrated social media campaigns with clients’ traditional and digital marketing efforts resulting in increased brand awareness, community growth, and sales.

  • Determined KPIs and metrics for success across platforms and developed strategies to meet client ROI expectations.

  • Streamlined and managed full project-cycle for social and web applications, promotions, and creative assets.

  • Managed a small team with strong emphasis on professional development and career growth.

Account Coordinator
Loomis Group
2009-2010
  • Developed and managed innovative social media strategies including consumer promotions, blogger initiatives, and social ad campaigns.

  • Oversaw daily content creation and community management to grow social communities and increase fan/follower engagement rates and conversions.

  • Integrated social media campaigns with clients’ traditional and digital marketing efforts resulting in increased brand awareness, community growth, and sales.

  • Determined KPIs and metrics for success across platforms and developed strategies to meet client ROI expectations.

  • Streamlined and managed full project-cycle for social and web applications, promotions, and creative assets.

  • Managed a small team with strong emphasis on professional development and career growth.

Assistant Account Executive
Cercone, Brown & Compnay
2008-2009
  • Wrote and pitched press releases, media advisories, op-ed letters, white papers, and case studies to the media.

  • Assisted with PR campaigns for the automotive and consumer industries including GMAC Insurance, Sperry Top-Sider and Karhu/Craft.

  • Fostered and developed key media relations with editors and publications both print and online.

  • Wrote, managed and updated company and client social media.

  • Developed micro site for multi-phase PR campaign including writing SEO web based copy and managing multi-media web elements including video, photo, copy, and interactive requests.

  • Managed all basic client account administrative duties including campaign memos, meeting reports/agendas and coverage reports.

  • Interviewed, hired and coordinated company internship program and managed interns.

EDUCATION
Elon University

M.A. Interactive Media

Northeastern University

B.A. Communications & Journalism

 

SKILLS

Adobe Creative Suite

Photoshop

Illustrator

InDesign

Final Cut

 

Content Management Systems

Drupal

Wordpress

Adobe CQ

 

Email Marketing Services

ExactTarct (Marketing Cloud)

MailChimp

Constant Contact

 

Marketing & Analytics

Salesforce.com

Google Analytics

Google AdWords

Adobe Analytics

Schedule Platforms (Tweetdeck,Hootsuite,Buffer,

Sprout)

Native analytic platforms

(Facebook Insights, Twitter Analytics)

3rd party analysis (Radian6, TweetDeck)

AWARDS & CERTIFICATES
Google Analytics Platform Principles Certification
March 2014
 
Presentations

2017

Girl Scouts Marketing Conference - Brand Activation

 

2016

Girl Scouts Webinars - Salesforce Marketing Cloud

 

2012

Geekend Conference - Social Media

 

2011 

Geekend Conference - Transmedia Storytelling

 

2011-2012

Instructor, Boston Continuing Adult Education Center - Social Media

 

Elon Mentor Network

Mentor young alumni and current students at Elon University

National Thought Partner Groups

Serve on national Girl Scouts of the USA thought-partner groups on brand, lead-generation, technology, and data and governance

Innovation Excellence Technology Award

National Association of Colleges and Employers (NACE), June 2011

RESUME

© 2017 by Meghan Gargan

Contact

meghangargan dot com

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