Resume

Download Lori’s CV

Professional Profile

Action-driven leader who employs a big-picture, strategic outlook with a strong grasp of the tactical elements to execute marketing initiatives while managing all activities related to conceptualizing and implementing strategies including market research and planning; strategic direction for promotion and advertising; coordination with internal and external teams; and hiring and directing the day-to-day activities of marketing staff.

Responsible for strategic planning, implementation, and management of marketing campaigns focusing on brand awareness and lead generation through content management, organic and paid search, and social media marketing. As a member of an organization’s management team, performance includes demonstration of the following accountabilities: leadership, communication, mentoring, empowerment, and resource management.

Outstanding understanding of new media, social media, and the impact of online conversations on a brand. Exceptional management skills in developing and executing sophisticated marketing strategies, tactics, plans and programs. Oversees all SEO related activities, social media campaigns, video production and promotion, content strategy and implementation, email marketing, and creative support including photography and website design and maintenance.

Areas of Expertise

  • Social Media Marketing and Adverting: Strategic Planning, Campaign Integration, Engagement, Analytics, and Implementation
  • Content Marketing Strategy, Management, and Implementation
  • E-mail Marketing
  • SEO/SEM/PPC
  • Google Analytics

Professional Experience

2020-Present | Marketing Director | Evolve Treatment Centers
Responsible for leading, coordinating, and integrating all digital and outreach marketing efforts to drive admissions and achieve census objectives in the healthcare marketplace; measure, track, and report on existing campaigns and other marketing initiatives; identify new opportunities.

  • Work within a team of data analysts to develop a business intelligence platform that integrates disparate data sources and streamlines systems. Combine multiple datasets to evaluate the performance of all campaigns, outreach efforts, and identify growth opportunities
  • Develop and oversee all aspects of organic SEO and PPC initiatives, including link building strategy, content development, and landing page development to optimize performance and increases overall website traffic
  • Manage internal and external teams of project managers, developers, graphic designers, content writers, video/media creators, SEO, and PPC experts. Drive all efforts of the website responsible for increasing qualified traffic, improving conversions, and driving admissions
  • Provide leadership to the outreach representatives and manage their performance to the goals and objectives set in the marketing strategy
  • Use existing and cultivate new relationships to expand Evolve’s presence and influence in the marketplace through partnerships, relationship building, networking, and content marketing
  • Develop training programs for outreach coordinators to ensure that coordinators meet their goals with a new focus on digital marketing. Train outreach team to utilize social media and digital tools to increase brand awareness, email marketing, and website traffic
  • Manage resource allocation within budget while achieving all admissions goals

2016-2020 | Internet Marketing Director | Clearview Treatment Programs

  • Digital marketing strategy development and execution of strategies to maximize organic visibility, and increase qualified traffic, leads and overall revenue; Implementation of company-wide SEO standards and practices; Manage all SEO and PPC projects; Create and maintain all Internet marketing reporting, and monitor performance
  • Establish content marketing plan working with freelance writers to produce targeted content as part of the overall content marketing and SEO strategies resulting in consistent year over year website growth, increase in leads generated, improved conversion rates
  • Internet generated leads responsible for 67% client acquisition
  • Develop and maintain all PPC campaigns; Achieve 71% increase in admissions from PPC while reducing spend by 34%
  • Development and implementation of robust email marketing plan complete with dedicated B2B and B2C campaigns dedicated to building trust, authority, and though leadership resulting in growth of email marketing subscriber list by 36% year over year
  • Produce and manage a comprehensive social media marketing strategy resulting in Facebook engagement rates of 30% and post link clinks of 36%; Twitter impression over 600%, engagement rate of 45.5%, and post link clinks of 70.5%
  • Develop and manage direct to consumer webinar series
  • Research and installation of Salesforce; Oversee all training sessions; Maintain database and daily activities
  • Act as subject matter expert in Digital Marketing and SEO, staying on top of best practices, changes, trends and vet through new technologies; Identify opportunities and develop recommendations for overall SEM improvement

2015-2016 | Senior Marketing Managers | The Bernard Group

  • Development and execution of SEO strategies resulting in 28% increase in YoY organic traffic, 21% grow YoY organic revenue, and 38% rise in YoY organic average order value (AOV)
  • Create a content marketing plan working with in-house and freelance writers to produce targeted content
  • Development and implementation of robust email marketing plan complete with campaigns dedicated to reaching customers during all stages of the sales cycle
  • Produce and manage a comprehensive social media marketing strategy; developed an employee advocacy program including social media best practices and training
  • Research and installation of CRM tool used by sales and marketing; Oversee all training sessions; Maintain database and daily activities
  • Responsible for growing qualified traffic and revenue across multiple brands by overseeing enhance content development leading to market authority.
  • Collaborate with stakeholders and product managers to create high converting pages, and successful social media and PR campaigns

2010-2015 | Vice President, Internet Marketing and Communications | Elements Behavioral Health  

  • Executive member of online marketing team responsible for 50-80% client acquisition and revenue
  • Manage all social media advertising using targeted audiences and A/B testing to reduce spend and increase ROI
  • Consistent growth of branded Facebook pages (18 total) with 10% month over month fan acquisitions, over 600,000 monthly impressions, and 3x reach with less than $3500/month budget for all pages combined; Consistent engagement rates between 8-12%
  • Increase email marketing subscriber base of new brand 20% month over month; Develop email marketing strategy and create and send emails using data from search and social analytics, resulting in 20-30% open rates and 9-12% clickthrus for a new brand (both much higher than the industry standard)

Strategy:

  • Utilize analytics and trends to gather competitive intelligence; Identify opportunities and innovative new ways to leverage public relations, social media and events channels
  • Create and implement company-wide SEO standards based on evolving best practices set forth by the major search engines; analyze effectiveness and adapt as the SEO landscape changes
  • Craft marketing plans as new programs and brands are developed; includes situation analysis, identification of goals and target audiences, tactical and implementation plans, and measurement
  • Establish content strategy founded on key messages tied to company vision, brand positioning and competitive advantages, using established brand personality and identity
  • Develop multi-channel marketing campaigns; focus on earned and paid social media content planning and campaigns

Execution:

  • Ensure all marketing communications are coordinated, that they support the overall marketing plan objectives and that they are an effective expenditure of resources
  • Oversee implementation of SEO projects from concept to completion; monthly SEO audits and reporting
  • Integrate brand marketing strategies and campaigns into social media; supervise day-to-day activities of social media and video production teams
  • Provide input into the development of joint ventures, affiliations and partnership arrangements
  • Engage and manage relationships with external public relations agency and media outlets; ensure alignment and integration of public relations, social channel and events strategies
  • Ensure consistent adherence to brand guidelines for all marketing materials
  • Monitor online community and reputation management; when appropriate, collaborate with internal teams (PR, Legal, etc.) to craft responses; develop and support reputation management and crisis communications plans
  • Track, analyze, and report on all competitive marketing efforts to optimize communication methods, mediums, and technologies to engage with various audiences
  • Develop and manage editorial calendars for the brands’ social media platforms, including Facebook, Twitter, YouTube, Instagram and others
  • Create weekly, monthly and quarterly reports on social media activities to show progress and communicate insights that inform marketing strategies and campaigns

Leadership:

  • Manage in-house, contract, and freelance team members working on SEO, Social Media, Content Production (written, photography and video), and Website development, design, and maintenance; expert at managing large virtual/telecommuting teams; develop, mentor, and coach team members on an ongoing basis
  • Delegate tasks and projects; ensure all members of the marketing team maintain ethical standards when developing online campaigns
  • Conduct regular social media training with sales and outreach team; advocate for employee contribution to social media marketing and brand awareness initiatives
  • Evaluate staffing needs and conduct regular performance reviews; responsible for overall team engagement
  • Make recommendations for improving the overall effectiveness of the Internet Marketing department

Communications:

  • Partner with the Brand Manager, Creative Director, and Content/PR Director to create effective collaborative processes with individual stakeholders to ensure marketing materials communicate a consistent brand message
  • Continue to develop and implement inter-company communications that foster better working relationships within the company
  • Regularly recommend ways to improve both external and internal communications

2004-2010 | Sr. Manager, Internet Marketing | CRC Health Group | Aspen Education Group

2002-2004 | Web Coordinator – lakings.com | Los Angeles Kings Hockey Club

Education

2013   Gonzaga University, Spokane, WA

Master of Arts in Communication and Leadership Studies

Certificate in Intercultural Communication and International Media

2020   University of Minnesota, Minneapolis, MN

Certificate in Data Visualization and Analytics

2014   University of California, Los Angeles, Westwood, CA

Certificate in Marketing and New Media

2001   Brooks Institute of Photography, Santa Barbara, CA

Bachelor of Arts in Advertising and Digital Imaging Majors in Professional Photography