Erin W.

Promoted to Director to lead team of 17 marketing professionals focused on ecommerce, omnichannel shopper activation, performance marketing and demand generation for 30+ product subcategories (online and in-store display merchandising).

Promoted to lead creative, messaging and content improvements for DTC website in partnership with agency based on consumer insights testing to drive easier understanding of robot benefits by price point and value proposition to target different consumer segments.

• Developed digital & creative marketing strategy for Welch’s brands and managing associated budgets (digital media, creative development, social, PR, influencer marketing, experiential, email, promotional campaigns). • Led strategic and creative direction for digital content & campaigns (Social Media, Website, Influencer Outreach, Email Marketing) and digital advertising (Paid Search, Facebook & Twitter Advertising, Audience Buying, Digital Media) and establishment of relevant performance benchmarks. • Oversaw responsibilities and performance of direct report (Digital Marketing Specialist) providing guidance on all social communication, community management and editorial calendars. • Led content for welchs.com, implemented new blog, social media (Facebook, Twitter & Pinterest) & digital media with a focus on content mix, test & learn opportunities, scalability & reinvestment opportunities. • Developed test & learn plan for emerging platforms • Conceptualized strategic social media campaigns & programs to target key consumer segments, maximizing brand values, messages and ROI. • Managed development, execution and growth of Welch’s email marketing program including Welch’s database. • Led agencies and suppliers to develop Customer Relationship Management (CRM) tools and design the database. Led the development of promotional strategy & coupon program aligned with brand or company-wide initiatives. • Managing media and creative budget with a focus on cost-savings, reinvestment opportunities and overall accuracy.

• Working with marketing communications manager and brand marketing teams to develop and execute digital marketing strategy, including Email Marketing, Social Media, Paid Search, affiliate marketing, Search Engine Optimization (SEO), Website, and Online Display • Designing online content for website and email marketing programs associated with consumer loyalty and acquisition programs, new product launches, and promotional strategy • Analyzing and maintaining campaign analytics, including Google Analytics and SEO reporting to identify marketing program strengths, weaknesses and opportunities • Maintaining monthly digital dashboards to track progress of digital marketing efforts and asses ROI on online marketing programs • Leading creative vision and acting as primary manager of relaunch the five brand websites in brand portfolio (holisticselect.com, wellpet.com, wellnesspetfood.com, oldmotherhubbard.com, eaglepack.com)

• Re-lauched Telamonins.com designing the majority of the site content from scratch - Created, managed and delivered email marketing campaigns for personal, P&C, Employee Benefits Insurance & broker communications - Designed creative for event marketing and sponsorship opportunities - Managed website content development and SEO Strategy for Business, Personal and Broker insurance divisions

• Marketed to prospective clients through cold calling, client visits, referrals, email & LinkedIn • Built and managed relationships with clients and managed fee, conversion and bill rates to maximize gross margins

Peer Advisor - BDIC Major Department Commonwealth College - Honors