Sabrina A. Land, M.S.,IMC

In this role, I am responsible for developing and leading the execution of annual marketing plans for eight programs across the Everspring revenue share portfolio. Responsible for strategy development, implementation, and campaign optimization. Develop unique multi-channel strategies to drive quality lead generation and support down funnel conversion. Manage campaign performance through reporting and evaluating campaign ROI to inform program impact and future strategies. Build and manage executive relationships with partner stakeholders and cross functional marketing team. Key Accomplishments: - Developed the strategy to explore a new audience (educators) and generate new leads to scale program enrollment. The integrated content marketing campaign included paid social, SEO, gated content, email nurture, webinar and blogs. 2023 Q1-Q3 tactics drove historic enrollment for the program. 15 of the 94 new enrollments identified as educators in fall 2023. - Identified a strategic partnership with edWeb, an online community of educators. Planned and promoted a well-attended webinar. Webinar generated 4,200 leads with nearly 1k live attendees. - Increased microsite traffic YOY for all managed partner programs.

Managed seven campuses in the east region of the U.S providing leadership and direction on performance-based marketing campaigns to drive and support total enrollment growth. Developed strategies to promote inquiry generation. Led the creative process and execution of program launches including BSN online and BSN evening weekend in new markets. Developed and presented annual marketing plan across region. Partnered with public relations team to promote local campus achievements including student, faculty and staff highlights. Work with campus leadership to resolve student matters/complaints and crisis. Key Accomplishments: - Led the strategy and execution of a new national admissions kit to increase the conversion rate of application to enrollment. The initial launch was scheduled to test at 3 campus locations. Based on a successful plan, kits were quickly rolled out to all 23 campuses which drove a 65% application to enrollment rate for Sept 2021 session alone. o Directed a dynamic nurture campaign to ensure integration across email and text - Developed the go to market strategy for a new program launch at the New Orleans campus. The Called-to-Care Scholars Program in partnership with the Louisiana Children’s Medical Center sought to enroll 90 new students in its inaugural class. Enrollment goal met at 100% - Prepared market analysis and recommendation for campus relocation in Florida. Recommendation accepted.

In this role, I am responsible for providing leadership and direction for overall marketing communication, brand management, and office operations. I manage a 10-person team in conceptualizing content strategy for marketing collateral, such as recruitment materials, annual reports, advertising campaigns, pitch presentations, as well as video and broadcast commercials. I lead the development and deployment of both institutional and college-specific communication programs, along with effective marketing strategies for the university's brand advancement. Additionally, I serve as a tactical advisor to the President and Provost in charge of generating executive communications, speeches, talking points, and letters on their behalf. I spearhead the design of lead generation webpages to assist enrollment of qualified leads for acquisition and enrollment events while conducting analysis on marketing trends and implementing benchmark criteria to determine the efficiency of marketing programs. • Launched digital marketing campaigns targeting multiple audiences using Spotify, Google, Facebook, Instagram, and LinkedIn, which drove over a 48% upgrade on the conversation rate on mobile advertisement. • Directed the execution of enrollment marketing campaigns that resulted in an 11% increase in student applications and 17% upturn on new student enrollment in fall 2019. • Led the implementation of the university's brand guidelines and initiated the centralized usage of brand assets in 2012, while currently guiding the 2020 university brand refresh and new brand implementation. • Expertly handled crisis communications for campus incidents, academic, and student matters, while leading communications planning and media management for the smooth completion of the 2013 campus shooting. • Steered efforts in transforming strategies into effective marketing tactics that enhanced brand image and drove engagement, awareness, consideration, and selection.

Writing for PR: Social Media Marketing and Influence

In this duration, I received fast-track promotion as a project manager, gaining full responsibility for planning and executing marketing strategies for issuer clients and partners that ensured new partners retention and acquisition. I coached and mentored the team to ensure performance objectives are met, building positive employee relations, and building leadership bench strength within the organization. I verified that the strategic plan is working effectively, and the results are as expected – and course-correct areas of improvement.

In this role, I helped create content and pitches for proposals; built RFP (request for proposal) for various companies; and analyzed the business, competitors, and the industry to assist in the development of annual business plans and strategy for profitable brand growth. I created growth strategies, supported in category analysis to identify opportunities and help understand business performance. I designed and initiated a communications strategy for several RFP responses and pitch presentations, which successfully resulted in the acquisition of the organization's most extensive co-branded credit card program in the United States (Walmart Discover Card). I helped with anything and everything that gets the right selection while supporting customers and brands. I developed strategies for brand launches through market analysis and vendor negotiations resulting in annual sales growth.

In this duration, I steered search engine optimization (SEO) efforts in driving a 30% increase in inbound website traffic using Google and Yahoo. I prepared material for business reviews, presentations to senior leadership, and external reporting. I assisted in the analysis, forecasting, and day-to-day administration of vendor relations.