Head of Marketing

As the marketing lead for four diverse brands, I spearhead comprehensive marketing initiatives aimed at maximizing brand exposure, driving customer acquisition, and enhancing attendee experiences. My responsibilities span from high-impact conferences to online education courses, ensuring each brand receives tailored attention and strategic direction. I continuously identify and capitalize on key growth opportunities and market trends across all four brands. Central to my role is the management of efforts to acquire and convert qualified leads through various channels such as paid advertisements, email marketing, social media outreach, webinars, SEO strategies, and strategic partnerships. Through meticulous analysis of performance metrics and ROI, I optimize and scale customer acquisition efforts, ensuring maximum impact for each brand.

Content Marketing

Central to my role is the management of efforts to acquire and convert qualified leads through various channels such as paid advertisements, email marketing, social media, webinars, SEO strategies, web development and strategic partnerships. Through comprehensive marketing initiatives aimed at maximizing brand exposure, driving customer acquisition, enhancing attendee experiences, and increasing sales, I optimize creative marketing strategies that resonate best with each brand.

Analytics & Management Platforms

To measure the success of our marketing endeavors, I establish and optimize key performance indicators (KPIs) and leverage analytics tools to provide insightful reports on campaign performance. This data-driven approach enables us to continually refine our strategies and drive impactful outcomes for each brand. These tools enable informed decision-making, optimization, and success across our campaigns.

  • Google Analytics to analyze website traffic and conversions.

  • Meta Business Suite for social media performance insights, including paid ads and promotions. Meta was also used to build and foster a community in this industry, which also helped promote events and product offerings.

  • HubSpot Marketing Hub for lead generation and demographics data.

  • Mailchimp Analytics for email campaign and demographic metrics. This helped with tailored email funnels and strategic campaigns.

  • Parse.ly used to gather comprehensive analytics for a digital magazine.

  • Metorik used to track conversions and sales for digital products.

  • Notion for streamlined project management, ensuring alignment and efficiency across all marketing initiatives.

Digital & Editing Platforms

In my digital marketing strategy, I leverage various platforms to enhance our efforts and engage our audience effectively. By harnessing the capabilities of these diverse digital platforms, we amplify our marketing efforts, strengthen our brand presence, and foster meaningful connections with our audience.

  • Opus served as a go-to tool for video editing for social media, webinar snippets and podcast clips.

  • Vimeo was used to seamlessly embed videos onto our websites and share with third-party users, ensuring widespread accessibility and engagement.

  • Leadpages empowered dynamic designs and conversion-focused landing pages, capturing leads and driving conversions with accuracy.

  • Canva is instrumental in crafting visually appealing marketing content, maintaining brand consistency throughout.

  • Zoom was used as a reliable platform for hosting webinars, facilitating interactive sessions, and knowledge sharing with our audience in real-time.

  • Grip App was utilized for our WPPI conference app. I took charge of the app's design, push notifications, and user experience, ensuring a seamless and engaging platform for our all attendees.

WPPI CONFERENCE

Sales & Promotions

My primary responsibility centered around marketing efforts aimed at driving attendance. Tasked with achieving a target of 6,000 registered attendees, I surpassed expectations by securing over 8,300 registrations for the event. To accomplish this feat, I orchestrated a series of strategically timed sales initiatives during registration periods to boost revenue. These included a highly successful Black Friday Sale, a compelling New Year's Sale, and a dynamic February Final Push Sale, each contributing significantly to ticket sales, collectively accounting for 88% of overall registrations for the conference.

Contests & Giveaways

I implemented contests and giveaways to further drive ticket sales for the WPPI conference. One such contest involved a social media challenge prompting participants to create reels showcasing past conference highlights, which they then posted on Instagram and tagged WPPI for a chance to win upgraded or free tickets. Another successful initiative was our Spin To Win campaign, which I spearheaded from concept to execution. This involved creating a dedicated landing page, selecting the appropriate integration for the interactive wheel, determining prize offerings, and managing the quantity of wins. Lastly, we ran a social media contest offering free merchandise to winners, redeemable at the event. These contests not only contributed significantly to ticket sales but also proved invaluable for lead generation and boosting brand awareness across social media platforms.

Production & Content Management

I oversaw several teams of show photographers for the conference, meticulously organizing shot lists for each group to ensure comprehensive coverage with minimal overlap. Crafting a customized run of show document, I provided clear guidance for event photographers, ensuring all deliverables were met seamlessly. Additionally, I managed a team of content creators tasked with transforming raw phone assets into engaging reels and promotional posts during the event. I played a pivotal role in curating approved content for marketing purposes while ensuring my team captured all necessary aspects. Through strategic posting and engagement efforts, we successfully garnered over 400 new followers on social media during the event, showcasing our commitment to impactful content dissemination.

Merchandise Design & Promotion

I played a crucial role in overseeing merchandise design and management for the conference. This involved crafting mock-up examples, strategically selecting product SKUs for production, and orchestrating the launch of our new line across email, social media, and web platforms. I also organized a contest to gauge our followers' preferences, ensuring that we stocked the most sought-after SKUs for purchase at the event. Remarkably, our efforts paid off, as we nearly sold out of all new WPPI merchandise on the very first day of the show.

WPPI Website

One of my initial endeavors as Marketing Director involved a comprehensive rebranding of the WPPI logo and website, with the objective of injecting a sense of vibrancy, energy, and fun into the brand. Collaborating closely with the operations team for site information, I then partnered with designers to harmoniously blend all elements. Leading the charge in structuring and organizing various landing pages, banners, and content, my focus remained on crafting an unparalleled user experience. Furthermore, I meticulously ensured that crucial call-outs were prominently featured across every page, guaranteeing optimal return on investment.

WPPI Live Webinars

To ignite excitement and drive ticket sales leading up to the conference, I helped manage our weekly live webinar events. This involves brainstorming engaging topics and devising interactive games or giveaways to enhance viewer engagement and retention throughout the entire session. I also oversee all marketing content to promote upcoming webinars and recap past webinars, spanning across social media, email, Kajabi community engagement, and YouTube thumbnail creation. Following each live event, I pull valuable content from the recordings and post these short clips to social media, utilizing Opus editor for seamless editing.

Social Media

I orchestrated comprehensive strategies for managing content calendars, promotional campaigns, contests, and collaboration initiatives across multiple social platforms for four distinct brands. My focus was on aligning each piece of content with the essence of its respective brand, while taking advtantage of trending opportunities to maximize engagement with each brand's distinct audience. Collaborating closely with social media managers, I ensured proper execution and timely delivery of initiatives. Additionally, I fostered close partnerships with production and design teams to facilitate seamless content creation and delivery according to schedule.

WPPI Instagram

  • Achieved a 22.4% increase in followers within a span of four months by maintaining an active posting schedule of five days per week. My proactive engagement with followers, consistent sharing of stories and posts, and strategic re-sharing of relevant content contributed significantly to this growth.

  • The excitement surrounding the conference led to a remarkable 259% increase in engagement over the last few months, showcasing immense enthusiasm among our audience.

The Portrait System Instagram

  • Saw a 7.9% increase in followers in the last 90 days, surpassing our Q1 goal of reaching 10K followers in January.

  • Engagement soared by 415% recently due to strategic reorganization of podcast clips and fresh content.

The Portrait Masters Instagram

  • Maintained steady follower growth with a 0.2% - 0.3% increase monthly,

  • Spearheaded the launch of the first TikTok account, utilizing engaging educational content from courses, podcast clips, and webinars.

RangeFinder's Instagram

  • Experienced consistent follower growth and a significant 66.8% increase in engagement due to dedicated daily interaction with followers by our social media manager.

Paid Ads

  • In collaboration with our paid media marketer, I spearhead the development of comprehensive advertising strategies aimed at reaching targeted audiences effectively.

  • Meticulously segment demographics, territories, and interests, crafting tailored creatives to resonate with each market segment. We closely monitor performance metrics, allowing us to adapt swiftly by adjusting dates, segmentations, or pricing based on real-time results. This ensures our campaigns remain agile and optimized for maximum impact.

  • Maintained a consistent conversion rate of $12-$15 for tickets priced at $99+ for the WPPI conference.

Email Marketing

As the overseer of email marketing campaigns across all four brands, I maintain consistent branding while continually refining strategies to boost open rates and click-through rates. Using Mailchimp for The Portrait Masters and The Portrait System, I manage a comprehensive list with various segmentations and tags, ensuring tailored content for specific audiences. Similarly, WPPI and RangeFinder campaigns are managed through HubSpot, optimizing open rates by scheduling emails at the most opportune times and days. Incorporating special sales or discounts alongside valuable informational content, our emails provide users with actionable insights. Crucially, we strategically place relevant links at the beginning or end of emails to maximize click-through rates, while thorough segmentation ensures messages reach the most impactful audiences.

WPPI Email Strategy

  • Open Rate: At the onset of ticket registration for WPPI, non-segmented emails initially yielded a 32% open-rate. Through testing and refinement, I enhanced this to a 38% open-rate. Furthermore, our segmented email blasts have soared to a 75% open-rate. This insight underscores the effectiveness of smaller, targeted email blasts over broader, general campaigns to the entire audience list. By tailoring our messaging to specific segments, we've significantly boosted engagement and achieved remarkable success in capturing our audience's attention.

  • Lead Generation: Offered WPPI discounted tickets and exclusive deals to our Portrait Masters and Portrait System subscribers, to gain new leads and new ticket sales. Additionally, our Spin To Win giveaway campaign, featuring discounted or free conference passes, contributed to the acquisition of over 400 new leads for the WPPI email list. Complementing these efforts, paid ads targeting similar audiences garnered an additional 500 new leads. As a result, the WPPI email list has expanded by 22,422 subscribers over the last four months. Furthermore, I've overseen substantial growth in The Portrait Masters and The Portrait System subscriber lists, adding 2,106 contacts in the past month alone, with consistent growth maintained over the past two quarters. These initiatives have been instrumental in expanding our reach and nurturing our audience base across all brands.

The Portrait Masters Email Strategy

As the lead for all sales initiatives at The Portrait Masters, I spearheaded strategic decisions regarding product selection, discount rates, and sale durations. Last year, I orchestrated a series of successful sales events including pre-Black Friday, Black Friday, and holiday promotions. Surpassing our revenue target, we achieved a remarkable $754K by year-end, exceeding our initial goal of $700K. Building on this success, I've already managed successful New Year and Spring sales this year, demonstrating our continued momentum and growth.

Pre-Black Friday Sale:

October 13th - October 31st

Revenue: $96,053

Black Friday Sale:

November 1st - December 1st

Revenue: $154,966

Holiday Sale:

December 18th - January 5th

Revenue: $48,908

New Year New Product Sale:

January 10th - January 19th

Revenue: $18,144