Brittany Smith Emmer

Lead and provide strategic direction for brand and digital paid media, blog and native content marketing, earned and owned social media, referral marketing, and ground field enablement. • Pulled all brand and digital media buying in house and launched a paid and owned digital media strategy to include podcasting, audio streaming, connected TV, social media, and native content, resulting in a 20% increase in media spend efficiency and ROI. • Developed a brand voice, attributes, and personality to proliferate across paid, earned, and owned media to show prospective students why they should attend WGU. • Developed a new social media strategy to better define objectives, key messaging and brand alignment, and tactics to build engagement and reach in owned social. • Updated the content marketing strategy and expanded content development to include more video and student stories to build brand, reputation, and customer loyalty.

Aligned marketing toward the vision of supporting growth through college and program level strategic planning. • Implemented college marketing plans with dedicated program-level budget and initiatives, increasing college and program new students by 20+% in one year. • Launched a referral and content marketing program, generating nearly 9,000 referrals in the first 6 months of the fiscal year and producing several testimonial videos for use in WGU marketing, generating thousands of applications to the university. • Worked with college executive teams to develop a marketing strategy to align with academic and program portfolio needs and set key initiatives for each college across several audiences. Established tracking and managing student acquisition and success at the college level. • Expanded content development to 30+ articles, infographics, e-books, and videos per month. Built subject-specific content hubs and developed a native marketing strategy to drive over 1 million unique visits to the WGU website in under 1 year.

Built a program to tap into our graduates’ passion and excitement for WGU, creating a new customer acquisition channel, through the following initiatives: • Worked with institutional research to implement a regular schedule for alumni surveys to collect self-reported outcomes and interests. These surveys provide key qualitative and quantitative data for annual reporting and market research. • Created program fact sheets to highlight graduate success based on alumni data and implemented benefits and continuing education opportunities based upon alumni requests. • Increased alumni email readership by setting up an alumni email calendar, rewriting alumni messaging to be more engaging and increasing open and click through rates. • Launched an alumni ambassador group and engaged them in projects to help the university. This network of WGU “superfans” now assists in our student testimonial campaigns, social media influencers, and content strategy. • Setting up an engagement scoring system to measure alumni involvement and use of programs for customer engagement. • Expanding commencement from small, local events to a national program where any graduate can attend one of seven annual commencements across the U.S.

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Built strategic initiatives to align media plans with client mission and growth and oversaw the success of media campaigns for over 20 clients. • Managed and reported on all media placements and campaigns, helping our key clients grow by 20% year over year for 3 years. Attended client reviews to present results and recommendations to executive teams. • Measured cross-channel campaign success utilizing an attribution model, including offline and digital media, recommended optimizations, and tested new channel strategies. • Managed a team of 20+ media professionals and provided mentoring and support in their professional development. • Developed brand and go to market strategies for large university programs across several education institutions including the University of Pennsylvania, Boston University, and Ashford University. • Represented the agency in sales development and new client pitches as the subject matter expert on integrated marketing.

Analyzed new product opportunities, ran product analysis and audits, enhanced and improved existing products, and developed new products. Designed go to market strategies for new product launches. My responsibilities included: - Building and leading small teams that translate market and solution requirements into revenue producing solutions. - Overseeing all solution offerings including strategy implementation, tactics, and the product management lifecycle for each of those solutions. - Drive the solution development business process, ensuring customer requirements and market intelligence are translated into product requirements - Launched and integrated new and existing solutions to drive revenue growth and contribution margin. My successes included: - Speaking engagement at Leadscon East in New York City to discuss our innovations in the use of big data for marketing and lead generation - Developing a new big data driven marketing attribution tool - Developing a new Lead Quality Toolkit product, bundling several existing products into one, and building a strategy around the product to focus on the client benefit of improving lead quality on internet cost per lead buys. The product has proven to be successful in differentiating Datamark's Lead Management services, and is driving new business opportunities. - Launching a print on demand online interface product that links up to our existing direct mail capabilities and gives clients the ability to order on-demand print products rather than going to another company for small run printing needs.

Drove client success by leading a cross-functional team to deliver high-quality, high-impact work, while staying on schedule and on budget. Managed media planning and creative development process, working closely with members of each team. I developed the overall brand and go to market strategy for my clients, and drove that vision with the team. I wrote creative briefs and strategy briefs, and met with clients and my team regularly to keep our goals aligned. My successes at Rare Method include: -Launched the new Natural History Museum of Utah: brand development, media plan development across out of home, broadcast, print, and interactive channels, and creative development, increasing attendance and membership. - Managed online marketing: search, display advertising, social media, contests, mobile - Developed and launched a strategy for the Grand Wailea to market to the LGBT community, including creative development and media plan creation using print and digital channels - Planned and managed a photo shoot at the Grand Wailea to develop new photography to refresh the brand identity and market positioning. My responsibilities included developing the brand strategy brief, managing the strategic direction of photography and alignment to brand identity, and final delivery of new photography across website and marketing. - Directed the launch of Utopia fiber in Davis County. Developed the go to market strategy and target audience research, creative brief and direction, developed the media strategy, and launched the campaign. - Developed new brand strategy, identity, and website for the Foothill Cultural District. Developed a go to market strategy utilizing community partnerships and local marketing.

I was promoted to the Product Manager for Datamark when the Product Development department was first formed. I took on the task of managing the new product development process from idea generation to launch, sales, and reporting. I developed marketing materials, including sales one-sheets and client presentations, for our new product offerings during the year.

As a Client Solutions Manager I was responsible for all strategic initiatives and agency driven marketing plans to meet my client's needs. I supervised a team of media, creative, and IT professionals to develop and carry out marketing plans on behalf of my clients, including one of Datamark's largest clients. I successfully helped my key client grow by nearly 100% during my tenure on their account, while improving processes and maintaining lead quality and conversion metrics during a period of incredible growth. I also led a team in developing a campaign specifically for recruiting students interested in education degrees, which included a media plan comprised of out of home, broadcast, print, and interactive channels and a cohesive creative campaign for all channels.

As a Sr. Media Planner my key responsibility was to develop media campaigns that maximized my clients' lead volume and conversion results within a prescribed budget. I managed all media channels and relationships for my clients, in addition to building the monthly media plan and presenting it to the client. I collaborated with a team of media planners and buyers to implement lead strategies, negotiate rates, manage proposals, and built relationships with vendors. I also managed a team of media planners and buyers for Datamark's largest interactive account at the time. I built the media plan, budgets, and forecasts, and presented the plan to the client, and would turn the execution over to my team to implement. I would manage and oversee their responsibilities to ensure that they met the client's expectations and delivered a high level of performance. I implemented a lead quality program for my client to improve the conversion metrics on their leads, which resulted in a 50% improvement on lead quality over the duration of the program.

Responsible for all sales and operations at the branch I managed: - New account and loan processing - Operating loss and cash flow - Developing client relationships - Managing a team of 10 employees - Series 7 certified in order to provide financial and investment advice to my clients.