Joanna Harrold

Develop strategy and execute marketing programs that align with business priorities (e.g. best practices, Reels, etc.) by assessing agency needs and defining scope for, proposing, and gaining leadership alignment for new opportunities Partner with multiple internal teams including product marketing, sales, program manager, demand management, data science, creative, and analytics teams to plan, build, and launch marketing campaigns anchoring to drive and sustain agency engagements Own marketing program that focuses on and scales innovative, up-and-coming strategies that are driving results for our most advanced agencies Drive the analytical insight necessary to understand our agencies' needs and maximize impact Lead cross-functional teams to execute and evaluate marketing campaigns Engage with executives to present findings and strategies

Selected as one of five team members in a team of 300+ to completely overhaul the entire multi-channel marketing journey for small-medium business advertisers on Amazon, driving an 800bps improvement to customer satisfaction Collaborated with engineering, analytics, and channel teams to oversee implementation of a new internal tech tool to build out, experiment with, and visualize omni-channel advertiser journeys Directed Prime Day marketing strategy, campaign creation, and measurement, outperforming CTR goal by 1,600bps. Develop and lead an annual marketing plan to align on key growth areas, maintain a complete project schedule, and make it constantly visible to leadership and stakeholders Own highly visible demand generation focused marketing campaigns from beginning to end — from gathering of requirements, design and development, to testing, launch, and reporting Operate with significant autonomy to deliver results and achieve the goals and objectives of both cross functional teams and the broader organization, maintaining the highest work standards and prioritizing maximizing customer value Research and develop an iterative testing strategy to gain insights and continuously improve the customer experience through optimized messaging and targeting Create on-brand, best in class content, tailored to appropriate customers and effectively build acquisition campaigns Work with worldwide marketing managers, content creators, designers, program managers, and business leadership to align channel initiatives with cross-functional team goals Analyze, report on, and optimize against key performance metrics

Launch and A/B test campaigns across paid social, search, YouTube, etc. Define and manage reporting structures in Tableau and Excel Contribute to planning and strategy of Fi's budget allocation across paid channels Manage and optimize Google Search campaigns Organize and oversee paid influencer program

Drive the measurement strategy for all marketing activities across digital and offline efforts Utilize analysis and optimization techniques to deliver solutions for media budget allocation optimization to help scale marketing campaigns Work with internal marketing team to help provide insight into marketing performance that can be leveraged to inform and improve efforts of all team members Coordinate with external agencies to assess media buys and campaign performance to ensure optimal results Leverage a variety of data sources to derive actionable insights about website experience, advertising performance, web user behavior, and down-funnel sales success Lead digital advertising strategy and conversion rate optimization tests, interfacing with key stakeholders on the marketing, sales, creative, production, and technology teams Own visualization and reporting of marketing-generated leads

Conducted analyses to support consulting projects, including market research, financial modeling, competition analysis, and strategy development Communicated the results of studies to senior CMA staff and clients Designed methods of analysis, and developed business strategies Worked on due diligence and performance improvement analysis

Helped clients optimize innovation strategy through data analysis and surveys Collaborated with senior leaders to craft a story for each report to efficiently and effectively relay results

Created monthly sell sheets emailed out to thousands of clients Worked in Salesforce to update and maintain client contact information

Developed 10 new business proposals used by senior executives to evaluate prospective clients Brainstormed and compiled event ideas for major brands

Researched and created press lists of local bloggers such as interior design bloggers and local mom bloggers Helped with event planning for a grand opening

Engaged in community outreach for upcoming business Helped prepare for grand opening celebration and ribbon cutting Formed and updated social media pages to attract clients to new business

Summa Cum Laude