DigitalMarketingManager

InProductDiscovery
EstherS.Lee
estlee07@gmail.com
336.269.9198
linkedin.com/in/estherslee
INTRODUCTION
Customercentric,analyticsdrivenmarketer
Iampassionateaboutunderstandingthecustomer.Iwanttoknowtheirpain
points,theiraspirations,howtobestcommunicatewiththem(viadirectand
digital),andhowtoearn(andkeep)theirtrust.
Iusemyentrepreneurialbackgroundtoweaveinelementsfromproduct
development,production,customercare,andanalytics(yes,Iveworneach
ofthosehats)tocreateanddriveimpactfulmarketingcampaigns.
Asaplus,Imalsopassionateaboutbringingbeauty,clarity,andefficiency
toeverythingIdo.
EXPERIENCE
MARKETINGDIRECTOR
VitalPlan
December2012Present(2years2months)Raleigh,NC
+Marketingstrategyandorganization
WorkcloselywithCEOandBoardofAdvisorstoanalyzewebsitedataand
conversions(GoogleAnalytics),alongwithproductsales,toexplorenew
salesandmarketingobjectivesandgoalsforournichemarkets.
Helporganizeandcreatetimelinestocompletevariousprojectsonschedule.
+Websitemanagement/landingpageoptimization
Overseeandimplementupdatestothemainrevenuegeneratingpagesonthe
website.
Executemultiplecomponentsincludinggraphicdesign,conversion
copywriting,wireframesketchingandfinalpagelayout.

WorkcloselywithCEO,ourwebdevelopmentteam,freelancecopywriters
anddesigners(whenapplicable),andourphysicianstopresentthemost
effectivepagepossible.
+Emailmarketingstrategyandexecution
Overseeandexecutealltheemailstrategy,includingautomatedseries
(WelcomeSeries,FirstPurchase,WinbackforChurningCustomers,etc.)
andlandingpageemailofferstogenerateleads/salesforourtopselling
product.
Useemailsfortargetedpromotionstocrosssell/upsellcustomerswhile
maintaininghighperceivedvalue.
+Brandmanagementacrosschannels
Managelogos,taglines,colorschemesandcopytoneascompanynavigates
differentstrategiesandobjectives.
Createandmaintainconsistentbrandidentityacrossdifferentaudiences
(customers,wholesaleaccounts,investors,advisors)aswellasdifferent
channels(YouTube,Facebook,Twitter,secondaryblogs)andmediums
(video,print,digital).
PRODUCTIONMANAGER
VitalPlan
August2012July2013(1year)Raleigh,NC
+Workwithphysicians,manufacturers,andVitalPlanCEOtoformulate
anddevelopnewproducts
+Managerelationswithmanufacturingpartnersandlogisticswarehouseand
coordinateprojectschedulesforproductlaunch
+Overseeinventory,submitproductreorders,andcreatereports
+Trackcustomerordersandprovidecustomerservice
ACCOUNTMANAGEMENTINTERN
McKinney
June2012August2012(3months)Durham,NC
+Tracknewproductsandadvertisingcampaignsforclient'scompetitors
+Helpresearch,planandpitchacampaignforcurrentclient
MARKETINGINTERN
VitalPlan
Fall2011Spring2012(9months)Raleigh,NC
+Designmarketingmaterialstosupportrebrandingofcompany

+Researchlocalbusinessopportunities
TEAMLEADER
WinningTeamofJoeyTotesAdvertisingCampaign
Fall2011UNCChapelHill
+Researched,plannedandpresentedwinningstrategyforMarylandbased
clientJoeyTotes
+Devisedsellingfocusastheonlyreusablebagtohold40lbs.and
illustratedbigideaofWherewill40lbs.takeyou?
RESEARCHINTERN
MarwoodGroup
May2011August2011(4months)NewYork,NY
+CreatedacompetitiveanalysisforUSImaging(MarwoodGroup's
entrepreneurialradiologynetwork)
+Compileddatareportsregardingrecenthealthcaremergersand
acquisitions
+Designedandimplementedaninofficerecyclingcampaigntobolster
companyculture
SKILLS
PhotoshopExperienced
IllustratorExperienced
IndesignExperienced
FinalCutProProficient
MicrosoftOfficeSuiteExperienced
HTML/CSSProficient
WordPressCMSAdvancedIntermediate
ProjectManagement(Asana,Trello)
EmailMarketing(Bronto,MailChimp,iContact)
SocialMedia(Facebook,Twitter,YouTube,Pinterest,Instagram)
Analytics(GoogleAnalytics,WindsorCircle,MailChimp)
Writing(conversioncopywriting,professionalcopy,blogcontent)
Languages:ProficientinKorean,basiccomprehensionofSpanish

EDUCATION
UniversityofNorthCarolinaatChapelHill
B.A.JournalismandMassCommunication,Advertising,May2012
MinorinEntrepreneurship
HONORS
CarolinasAgencyExperienceRecipient(4AsCarolinasCouncil),Summer
2012
http://www.aaaa.org/news/press/Pages/041912_carolina_internships.aspx
PhiBetaKappaSociety,Spring2012
QuincySharpeMillsScholarshipforAcademicExcellence,20112012
NYCInnovationFellowship,Summer2011
KappaTauAlphaHonorSociety,Spring2011
ClaudeSuttonScholarshipforAcademicExcellence,20102011
Dean'sList,SixSemesters
ACTIVITIES
MARKETINGANDDESIGNCHAIR
UNICEFatCarolina
Fall2010Spring2012UNCChapelHill
+Plananddesignads,maintainwebsiteandFacebookpagetorecruit
membersandbuildpresenceoncampus
SUPPORTINGTEAMLEADER
SocialServiceMissions
Managua,Nicaragua
Summers2010,2006
+Secondincommandforateamof13people;helpedteamplanandkeep
dailyagendas
COMMUNITYVOLUNTEER
TheCleftMinistry
Amsterdam,Netherlands
Spring2009
COMMUNITYVOLUNTEER
SunVillageOrphanage
Beijing,China

Summer2008