Sammons + Resume

Overview



  • A self-starter and truly unique asset:
    Creative mind + Analytic heart = Always curious.
  • Highly organized and motivated with a strong work ethic
  • Excellent communications skills (written and oral), excelling at writing and editing for all aspects of digital

Education



Franklin University – Columbus, Ohio; Graduated May 2009
M.S. in Marketing and Communications

Ohio University – Athens, Ohio; Graduated June 2005
E.W. Scripps School of Journalism; Bachelor of Science in Journalism
Major: online journalism; minors in English and technology



Technical Skills



  • Skilled in analyzing web analytics using Google Analytics (premium and free) and Adobe Omniture
  • Proficient using Adobe Creative Cloud applications (Photoshop, Dreamweaver)
  • Experience working with HTML and editing basic CSS
  • Extremely hands-on using email service provides, including but not limited to: Listrak, Lyris, Exact Target, and CheetahMail
  • Experience working in Microsoft Office Suite, Google AdWords (paid search), Marin and Acquisio (paid media)


Professional Experience



QUICK LINKS:



SENIOR MARKETING MANAGER
RG Barry Brands (baggallini, Dearfoams and Foot Petals) – Columbus, OH; RGBarry.com; promoted on September 29, 2017 and actively employed.

  • Reports directly into the CMO. Manages marketing team that consists of brand manager, marketing coordinator, insights manager and digital marketing associate.
  • Manages the entire marketing budget for all brands.
  • Develops annual marketing plan with goals, strategies, tactics and programs based upon as complete-as-possible analysis of the market, consumer insight and research, customer needs, competition and RGB resources and abilities.
  • Solely responsible for all paid media (Google, Bing, PLAs, display, retargeting, social)
  • Provides the sound strategic thinking and good business judgment necessary to achieve marketing plan objectives for one or more RGB brands, including brand / equity building, advertising and media strategy and planning, promotion, integrated programs, sales support materials and decks.
  • Initiates and recommends brand-building opportunities and improvements to strengthen the brand franchise and ultimately, increase sales. Analyzes market and marketing opportunities and present findings in executive-ready format, with clear recommendations and logical reasoning for action.
  • Provides the marketing leadership necessary to attain key marketing objectives, across and in cooperation with business unit vice presidents and functional areas of the company. Manages multi-functional resources, seeking their input and involvement to ensure that all activities in support of marketing plans are coordinated, to maximize the performance of the brand franchise.
  • Monitors and evaluates brand performance, analyzing marketing programs and adjusting strategy and tactics to increase future effectiveness and efficiency.

ONLINE MARKETING MANAGER
September 21, 2015 - September 29, 2017 (promoted to senior marketing manager position above)

  • Manages all aspects of the variable/online marketing budget from forecasting, processing invoices, tracking budget, creating and proposing final budget to ecommerce director
  • A primary, shared resource for online marketing strategies, across all three brands
  • Owner of all email marketing and creative briefs:
    • Creates all email (marketing, transactional and sales) from start to finish: From messaging and strategy to coding, testing, deploying and reporting back to key stakeholders
    • Strategizes lead acquisition and retention tactics to increase the size of our Active email lists
    • Kick started the email marketing program from the ground up to ensure our programs are CAN-SPAM compliant and follow best practices as well as revised all templates to be more conducive to how users' consume and browse email content (with mobile consumption in mind). In 2015, the email program roughly had a ROI of 11.0!
    • Proactive in ongoing testing (time of day, day of week, CTAs used, creative, subject lines, etc.)
    • Provides creative solutions when limited budget and resources are available (i.e. opt-down strategy)
  • Owner of paid media (search, gmail, display, retargeting, etc.) and creative briefs:
    • Manages relationship with an agency that executes strategy and campaigns
    • Identifies new opportunities for testing and constantly pushing the programs to improve ROAS (return on ad spend) and ROMI (return on marketing investment) for each brand
    • Encourages ongoing testing (time of day, day of week, CTAs used, creative, landing page, copy, etc.)
    • Communicates performance back to brands on a regular basis
    • Recently, worked with legal to develop a brand bidding policy that will be rolled out in Q4 (Feb 2017)
  • Owner of all ecommerce reporting and analytics (Google Analytics); provides a weekly dashboard to each brand to call out wins and opportunities, revenue, traffic, conversion, AOV and ROMI by channel, plus performance fiscal month-to-date, quarter-to-date and year-to-date
  • Assisted in the creation of processes for email routing, ecommerce briefs, and regularly participates in marketing team Kaizen meetings

SENIOR MANAGERS OF MARKETING & BRANDING STRATEGIES
Ohio State Bar Association – Columbus, OH; OhioBar.org; May 2015 - September 2015

  • Elevated OSBA's online marketing presence with a focus on lead acquisition and driving sales of membership & CLE (continuing legal education) courses (mandatory for all lawyers to complete every other year)
  • Led and managed email marketing program
    • Managed all aspects of email creation from briefing to coding, testing and reporting
    • Conducted RFP for new email service provider and provided recommendations directly to the executive director and executive staff
  • Led a major market research project to gain insights on law professionalsí wants and needs:
    • Led RFP process and recommended a market research company that fit budget and objectives
    • Assisted market research company in developing questions for qualitative and quantitative research to ensure that were able to meet and exceed data and information needed
    • Attended and viewed live feed of focus groups held throughout Ohio
    • Took information from final presentation to create actionable steps OSBA should take in order to better communicate and market to legal professionals
  • Started the paid search program to drive traffic and sales while continuously testing and optimizing
  • Redesigned CLE course catalog (print and launched its first electronic, shoppable format) with creative, copy, and the CLE team - taking into account key learnings from market research project. Also testing two different versions to segmented groups (young lawyers and established professionals)

SR. INTERACTIVE SOLUTIONS SPECIALIST
Thirty-One Gifts – Columbus, OH; ThirtyOneGifts.com (US & CA), myThirtyOne.com (US & CA), ThirtyOneGives.org; May 14, 2012 - December 4, 2014

  • Sole interactive strategist with omni-channel experience who planned, led and drove strategic recommendations that successfully engaged and marketed to Customers (directly and on behalf of Consultants) in support of project-specific KPIs and overarching company goals and objectives
  • Worked with business partners to identify business problems and goals; defined and translated these into executable strategic recommendations that generated measurable results
  • Led cross-functional brainstorming efforts around larger creative initiatives (worked with and through creative, copy, video, IT and interactive teams) to harvest ideas and obtain buy-in and partnership
  • Ensured that execution of strategic recommendations tied back to best practices and/or achieved planned business results (sales conversions, engagement/clicks, etc.)
  • Proactively took the lead on providing new recommendations that were tied to business objectives through purposeful use of interactive media to ensure effectiveness in maximizing Consultant and Customer results
  • Served as an educator and advocate for interactive best practices and emerging technologies
  • Developed regularly scheduled reporting for monthly, seasonal, and program-specific campaigns. Provided key recommendations and tracked results against performance over time along side of web analyst. Proactively reported back to cross-functional and business partners on recommendations & offered solutions to improve and enhance results
  • Managed Thirty-One’s Consultant-facing mobile app in 2012 and 2013 for its National Conference

View Top 5 Accomplishments in 2014


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INTERACTIVE MARKETING SPECIALIST
Express Inc. – Columbus, OH; Express.com; October 26, 2011 - April 27, 2012

Focus on Email Special Projects, October 2011 – April 2012

  • Worked to optimize email, primarily for mobile consumption. Led a mobile-optimization project, testing several mobile email variables to increase click through rate online and visits in-stores
  • Used Litmus to collect additional mobile data for email segmentation and to ensure each email renders properly for desktop/laptop and mobile devices
  • Managed scheduling, testing and executing all loyalty emails (EXPRESS NEXT) during pilot (Sept ’11-March 18, 2012) and throughout its soft launch (March 18, 2012).
  • Lead on mobile email, loyalty and subscriber reporting and optimization recommendations to the business
  • Worked with internal creative department to request all assets and was responsible for approving all to ensure that each is properly projecting the voice and lifestyle of the brand
  • Collaborated with legal to craft all disclaimers for every digital marketing channel (i.e. Web, email, etc.)

Focus on Social Media & Mobile Marketing, October 2009 – October 2011


Internet Retailer Hot 100: Best of the Web 2012

Express was ranked #24 for its social marketing in 2011 by Internet Retailer. Read More.


  • Developed and executed Express social media and mobile marketing strategies to drive sales and traffic to its commerce platforms (Web & mobile), engage a target audience, create loyalty
  • Was the gatekeeper of all mobile marketing, including the management and execution of: EXPTXT, its text program; seasonal and monthly keyword promotions; and the inception and evolution of its mobile app (iPhone, Blackberry, Android)
  • Maintained the social media and mobile monthly and quarterly budgets
  • Created a weekly calendar of engagement and brand posts on Express Facebook page
  • Was the voice of @ExpressLisaG (Express CMO), @ExpressLife (brand account) and @ExpressCS (customer service) on Twitter 24/7
  • Hosted live chats for fans and followers during branded events (i.e. live streamed fashion shows)
  • Launched all geo-location check-in services (Facebook Places, Google Places and Foursquare) that contributed a significant ROAS and increase in engagement

View Mobile Highlights


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DIGITAL MARKETING MANAGER, Bob Evans Inc. – Columbus, OH
BobEvans.com; March 2008 - October 2009

  • Solely responsible for the management of Bob Evans corporate Web site; microsites; social media (Facebook and Twitter); two blogs (Rise & Shine (focus on rebranding its restaurants) and was a ghost writer for CEO Steve Davis); email program (BE-mail); digital innovation, including online ordering, the use of mobile, and other nontraditional media
  • Spearheaded and created Bob Evans social media presence. Publicly spoke on behalf of the company to local clubs and organizations to promote its innovation in the space
  • Acted as digital ambassador within corporate, adding in digital mentions on internal and external merchandise and communication when relevant
  • Created a monthly analytics report for marketing and executive staff, regularly monitored traffic
  • Researched and implemented innovative, interactive features with conversion top of mind
  • Worked with agencies to produce in-store merchandise, microsites and banner advertisements
  • Controlled digital budget, negotiated and signed off on all agency and third-party agreements
  • Managed marketing interns

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WEB CONTENT PRODUCER, Dispatch Digital – Columbus, OH
ThisWeekNews.com, ColumbusParent.com, TheBAG.com; June 2006 - March 2008

  • Managed three hyper-local Web sites for three diverse print publications
  • Redesigned ThisWeekNews.com – August 2006
    • Devised the first online rate card for all three publications
    • Established ad positions on sites
    • Created other means of generating revenue such as sponsorships
    • Won five national awards for Web excellence by Suburban Newspaper Association, 2007
  • Produced the twice-monthly, award-winning parenting e-newsletter, MomStyle
  • Created two major sponsorship pages for high school football and basketball, each of which included up-to-minute articles, podcasts and scores – monetized by sponsorships and advertising road blocks
  • Curator of photo section on site, where all images from ThisWeekNews.com could be securely purchased; generated hundreds of thousands of incremental dollars to site
  • Went on sales appointments with staff to help educate client about online advertising, managed all ad inventory, held regular meetings with staff about online advertising and its benefits

View Journalism Awards


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ASSISTANT ONLINE EDITOR, Time Warner Cable – Cincinnati, OH
AroundCinci.com (no longer active); June 2005-May 2006

  • Managed a Web site that was the homepage of all Road Runner subscribers, AroundCinci.com, which featured articles about local events, human interest stories, dining exclusives and more.
  • Lead a team of 10-12 freelance writers, who wrote a range of articles about the Greater Cincinnati area including but not limited to dining, upcoming events, human interest stories, etc.
  • Edited all incoming articles, scheduled and posted content to AroundCinci.com
  • Budgeted talent monthly with director of digital marketing
  • Explored the Web for those features and games which best touted Time Warner Cable’s Road Runner Internet service; goal being to showcase its high-speed broadband service
  • Spearheaded the dining section of the site, which highlighted articles and video interviews with the culinary elite of Cincinnati (Jean-Robert de Cavel, Owen Maass, David Cook, etc.)
  • Worked with an internal developer to set goals and continuously optimize the site’s front and back-end interfaces
  • Contributed key learnings and analytics to regular staff meeting
  • Produced monthly e-newsletter that went to thousands of Time Warner Cable customers

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WEB SITE PRODUCER, St. Martin Online, LLC. – Athens, OH
MrStMartin.com; January 2005-May 2005

  • Redesigned travel and tourism sites including MrStMartin.com; maintained data and tourism inquiry and reservation forms; edited and maintained content for more than 50 travel domains

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ASSISTANT WEB EDITOR, NBC 4, Football Friday Nite – Columbus, OH
nbc4i.com; August 2004-November 2004

  • Updated articles and high school football scores in real time on Friday nights and during playoffs

INTERN, NBC 4 – Columbus, OH
nbc4i.com; January 2004-August 2004

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PRECOLLEGE WORK EXPERIENCE

FREELANCER, Suburban News Publications – Columbus, OH
June 2001 - August 2001

MENTORSHIP, Suburban News Publications – Columbus, OH
January 2001 - June 2001

  • Learned the in's and out's of the weekly community newspaper business by shadowing one of its editors

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