Resume

Download Laurel’s resume as a PDF

* MARKETING LEADERSHIP

Web Services / Software ~ Financial Services ~ B2B / B2C

Highly analytical, results-centric, and passionate marketing leader accomplished in developing and leveraging metrics to achieve on-target results for programs/initiatives. Optimally organized manager with the ability to see the larger picture and think strategically. Influential, decisive communicator offering demonstrated expertise in networking and cultivating key relationships to uncover and secure opportunities.

* Propels high-performing teams forward to strengthen and sustain market share/visibility.
* Collaborates with cross-functional business units to define and lead product roadmaps.
* Effective in gathering market and customer data to determine go-to-market priorities.
* Forward-thinking leader; an early adopter of social media as a strategic channel.

AREAS OF EXPERTISE

Product Marketing • Metrics / Analysis • Strategic Planning • Integrated Marketing • Branding

Budget Management (Multimillion Dollar) • Product Launches • Direct Marketing • Social Media Website Management • Forecasting • Business Development • Positioning • Consensus Building

Partnerships • Organizational Building • Viral Marketing • Performance Analysis • Promotions

ROI • Loyalty Programs • Focus Groups • Usability Studies • User-Surveys

PROFESSIONAL EXPERIENCE

O’Reilly Media, Inc., Cambridge, Massachusetts 2007 – Present

Leading technical publishing and conference organization.

Director of Marketing

Spearhead all areas of direct integrated marketing for multiple products and divisions. Participate proactively in marketing strategy development, including defining/managing an annual budget and campaign calendar. Serve as company spokesperson. Align divisional brand and values with the corporate brand. Contribute to diverse aspects of product development, positioning, production, and promotion.

Create marketing messaging. Form strategic alliances and mutually beneficial relationships with customers, organizations, and companies. Maximize metrics success with a focus on website performance and purchasing patterns. Pinpoint publishing opportunities and optimize book positioning working with the editorial team. Keep abreast of industry trends.

Selected Achievements:

* Developed the marketing role and enhanced its value throughout the organization.
* Improved communication channels for stakeholders, facilitating knowledge sharing.

Firstgiving, Inc., Somerville, Massachusetts 2005 – 2007

US division of Justgiving, a UK-based internet-based company providing online fundraising functionality to nonprofit organizations and fundraiser and donor communities.

Director of Marketing

Provided leadership to marketing and communications efforts, reporting directly to the CEO. Drove strategic positioning, brand and marketing voice. Uncovered key market opportunities.

Director of Marketing (continued from previous page)

Conceived, designed, and implemented marketing plans, as well sales and product development plans. Oversaw marketing efforts for B2B/B2C business units, including hiring and managing a 3-member team. Served a purposeful role in creating strategic plans to steer global business growth. Partook in all phases of the product development lifecycle.

Selected Achievements:

* Played a pivotal role in accelerating company growth, from 7 employees to 20.
* Facilitated 1.7x YOY revenue growth and 2x client and end-user growth.
* Overcame the challenge of maintaining the continuity and timeliness of marketing and communication projects amidst a rapidly shifting competitive landscape and evolving user feedback.
* Leveraged user-feedback and web analytics to enhance website design, content, and performance, working closely with external agencies and illustrators.

American Express, New York, New York 2001 – 2005

Leading financial institution.

Senior Manager, Small Business Services (2004 – 2005)

Enabled the company to secure profitable opportunities in conjunction with risk underwriting and customer data management teams. Championed use of alternative channels to drive acquisition messaging. Steered every facet of marketing campaigns, involving direct mail, email, outbound telemarketing, and inbound customer calls, across diverse channels. Established on-target segmentation, messaging, and pricing by testing, measuring, and analyzing results.

Selected Achievements:

* Directed all acquisition and early engagement phases for a $1 billion credit product.
* Boosted incremental annual PTI, achieving $25.2 million by growing enrollments by 39% YOY in 2004.

Senior Manager, Business Alliances (2001 – 2004)

Formed strategic partnerships to maximize the success of a premier loyalty program. Drove and executed productive contract negotiations. Defined target markets and led marketing programs to deliver results. Built forecasting measurement models. Stewarded an $11 million advertising budget. Formulated strategies for automotive, children/babies, health/fitness, and stored value categories.

Selected Achievements:

* Catapulted partner YOY results by 30%.
* Saved more than $3.5 million annually by leveraging a management pricing mix.
* Bolstered annual revenue by $1 million through partner promotion execution.

EDUCATION

MBA – Marketing / Management/ Entrepreneurship

Columbia Business School, New York, New York

Bachelor of Science in Communications

Syracuse University, Newhouse School of Communications, Syracuse, New York

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