Resume for Lacy Pepe
Directed cross-functional teams executing integrated digital campaigns, leveraging data analytics to drive revenue growth by 50% within a competitive market landscape; implemented strategic content and multimedia storytelling initiatives to exceed business objectives.
Implemented HubSpot CRM for marketing and sales, orchestrated marketing campaigns, and founded lead scoring to prioritize high-potential leads, enhancing conversion rate by focusing sales on promising leads.
Forged effective collaborations with industry leaders, introducing content and hosting meetings to expand reach and infuse fresh perspectives. Mentored and developed a marketing team in a learning-focused environment, enhancing team competency and productivity, which drove substantial business improvements and increased team performance metrics.
Engineered brand development strategies that propelled LinkedIn followers from zero to over 15,000 within three years, boosting company visibility and creating a thriving platform for industry engagement.
Led the overhaul of CRM systems and directed website optimization, social media, and newsletter rebranding efforts, collectively improving customer engagement metrics, including a 9% form submission increase.
Drove collaboration with industry leaders, extending company reach and enhancing brand impact across the industry, positioning the company as an authority.
Managed an AI-driven marketing strategy using platforms like Jasper and ChatGPT to engage new market segments and enhance marketing ROI through targeted, data-driven campaigns.
Overhauled the email marketing strategy, optimizing newsletter content, which led to a 21% increase in open rates and a 7% boost in click-through rates, improving lead nurturing efforts and driving conversions.
Skills
Digital Marketing | Analytics | Data Analysis | Project Management | Promotional Strategies/Brand Development | Content Curation | Content Marketing | Email Marketing | Editing | Advertising | Digital Ads | Marketing Automation | Public Relations & Communications | Web Analytics & Traffic Management | B2B & B2C Marketing | Cross-functional Team Collaboration | Talent Development
Abilities
Adobe Acrobat Pro | CRM Systems | Hootsuit | PostBeyond | Sales Navigator | WebEx | Slack | Teams | Constant Contact | ShortStack | Canva | Monitor Suite | WordPress | MailChimp | Tumbr | Westlaw | Google Analytics | MOZ | Microsoft Suite | ChatGPT | All Social Media Platforms | Google Analytics | HubSpot | ZoomInfo | Jasper AI
EXPERIENCE
National Director, Digital Marketing Communications, IST Management Services | 2021 - Present
Formulated alignment with Sales, Biz Dev, and Product teams to synchronize strategies; developed customized prospecting funnels utilizing ZoomInfo and Sales Navigator, driving a 35% increase in leads and a 10% growth in established markets.
Directed B2B marketing research, led website optimization, and executed keyword research and competitor analysis with MOZ. Monitored, analyzed, and reported on performance metrics, resulting in data-driven adjustments that increased click-through rates by 12%.
Implemented PostBeyond, conducting User Acceptance Testing, script writing, and workshops to address defects and optimize the platform. First quarter launch: 2,965 Shares, 5,903,414 Potential Reach, 675 Clickthrough, 3,093 Likes, 106 Comments, $46,665 Earned Media Value (for LinkedIn only).
Spearheaded leadership of a team, collaborating closely with content creators, designers, and developers to create compelling digital experiences that resulted in a 35% improved engagement and a 20% growth in revenue.
Researched industry trends, conducted and analyzed detailed competitor analyses to identify growth opportunities, and devised a data-driven content strategy that boosted organic website traffic by 25% within 6 months.
Continuously monitor industry trends, emerging technologies, competitor activities, and digital marketing best practices to propose strategies for enhancing the company’s digital presence.
Managed department budgets, researched, and negotiated with vendors to secure competitive services and prices, ensuring efficient resource allocation and saving 25% annually.
Digital Marketing Communications, Manager, IST Management Services | 2020 – 2021
Piloted cross-functional collaborations with key stakeholders to develop and launch innovative podcast series and interactive webinar sessions, increasing audience reach by 50% and driving brand awareness
Orchestrated the transformation of the social media marketing strategy, executing a data-driven B2B content marketing plan across digital platforms. Increased LinkedIn engagement by 5% and boosted email open rate by 21% within one year.
Directed and established a data-driven digital marketing department focused on content strategy, email marketing, SEO, and social media strategies; achieved a 25% increase in website traffic and a 15% rise in conversion rates.
Engineered and executed new streamlined processes, resulting in a 25% increase in project completion efficiency and a 15% reduction in project costs.
Social Media Manager, IST Management Services | 2017 – 2020
Navigated integrating national sales representatives onto Sales Navigator and Monitored Suite application, delivering a 50% surge in lead quality and a 20% increase in customer acquisition rate.
Transformed email bounce rate from 40% to 2% through tactful planning and execution of integrated marketing and communications strategies, Increasing client email marketing reach from 3,000 to approximately 72,000 in five years.
Partnered with senior leaders to drive brand development projects, transforming the company's digital footprint; optimized online presence, resulting in a 50% increase in customer engagement and a 20% rise in lead generation.
Created the first of two content filming opportunities with industry experts, creating over 80 short videos presenting the company's products and services.
Marketing Supervisor, IST Management Services | 2012 – 2017
Optimized training program focused on print production best practices, boosting team productivity by 30%, and reducing project turnaround times by 25%.
Steered a team of 5 Specialists in streamlining proposal management procedures, resulting in a 15% reduction in errors.
Implemented new processes to create efficiencies for single—and multi-location sites, optimizing resource allocation and streamlining processes, reducing wait time and shipping costs by 30%.
Marketing Specialist, IST Management Services | 2009 - 2012
Proposal Management, delivering over 350 yearly, winning 35% of submissions.
Led the development and submission of RFP responses, securing contracts valued at over $25,000 with Corporate, Higher Education, Accounting, Legal, and Retail clients, enhancing the company's market position in major cities.
