Kaitlin Urban

Experience

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  Boston University

  Sept 2011 - May 2012

  • Managed all forms of social media for ERC• Created and maintained a student blog where original entries are written weekly about the college lifestyle• Maintained an online web database of tutors and tutees for the center• Basic office tasks and duties such as telephones, email correspondence and making appointments• Awarded the Social Media Excellence Award from the Department of Orientation for social media plan for the ERC during summer orientation sessions • Worked for Professional Professor of Digital Design Joyce Walsh assisting in CM 529 (Advanced Design and New Media)• Instructed undergraduate and graduate level students in how to master design skills and software, including Adobe InDesign, Photoshop, Illustrator, Dreamweaver and iMovie• Created and graded iPad apps, web banner advertisements, websites and flash logos

  • Educational Resource Center- Office Assistant

    Dec 2009 - May 2012

  • Teaching Assistant

    Sept 2011 - Jan 2012
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  Kappa Delta Sorority

  Nov 2011 - May 2012

  Webmaster for Eta Phi Chapter

  • Designed and maintained the Eta Phi chapter website- http://bostonukd.org/• Updated the blog and website with current events and photos• Wrote all copy featured on the website

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  Youth Marketing Connection

  Jan 2012 - May 2012

  Campus Manager

  • Created Facebook page and wrote daily postings incorporating the brand within the Boston University campus• Increased awareness of the Vince Camuto brand on the university’s campus• Participated in weekly and monthly conference calls with nationwide representatives to discuss ideas and strategies• Focused on guerrilla marketing• Organized several campus events with a turnout of over 1,000 students

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  Elevate Communications

  May 2012 - Aug 2012

  Publicity Intern

  • Promoted events on various social media outlets and tracked user engagement and bias• Drafted event press releases focused on relaying information attracting a young adult demographic• Compiled media lists of local outlets and editorial directors to promote events• Attended openings and organized event staff• Created calendar placements in local media• Utilized graphic design skills to create promotional material used at event, such as flyers and brochures

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  Houghton Mifflin Harcourt

  May 2012 - Dec 2012

  Publicity Intern

  • Created social media postings for the Houghton Mifflin Harcourt Twitter, Facebook and Instagram accounts• Developed news releases and pitches based on new book publications or author achievements• Organized and created press kits, compromised of author biographies, Q&A's and creative material• Distributed to traditional and new media, including niche bloggers and social media influencers• Monitored book distribution and promotional materials to media• Managed author book tours, including searching for appropriate venues and arranging travel accommodations• Prepared authors for book tours with media training, sample Q&A sessions and briefings Show less

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  The Hubbell Group, Inc.

  Jun 2012 - Oct 2014

  Media Research Analyst

  • Develop specific media lists targeted towards national, local and trade outlets and distribute all pitches and stories to top-tier news networks and worldwide print, broadcast and trade publications• Craft releases and pitches based on news cycle, campaign launch or thought leadership piece• Produce reports of media coverage, analysis of impression numbers and other key metrics on a re-occurring basis• Create social media campaigns for Twitter, Facebook, LinkedIn and blogs and track resulting metrics and ROI • Research outlet and reporter backgrounds to create detailed and personalized media briefings in order to prepare client executives’ interviews and appearances• Maintain editorial calendar opportunities and create timelines of the upcoming news cycle for story opportunities and social media calendars Show less

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  Brand Networks

  Nov 2014 - Apr 2016

  Media Manager

  • Managed over $2 million per quarter budget for paid media on Facebook, Twitter, LinkedIn, and Instagram for clients such as Walmart, Home Depot, Kayak, Living Proof, Ulta and more• Provided marketing analysis, digital strategy, planning, media buying, and post-buy review for multiple social marketing campaigns running simultaneously • Developed detailed Excel reports weekly including KPI analysis, comparison of client activity to industry benchmarks, and recommendations for campaign optimization and strategy• Attended weekly client/ agency status meetings and strategy sessions to ensure alignment of business goals and digital marketing initiatives• Worked across Customer Success and Media Services channels on plan execution including ad development and initiative selection Show less

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  DigitasLBi

  Apr 2016 - May 2018

  Senior Analyst, Strategy & Analysis

  • Provide analytic, integrated marketing solutions to improve client decision-making from test structure to optimization recommendations with the goal of improving prospect acquisition• Tracked marketplace, technology and consumer demographic trends, leveraging applicable developments for client use, such as advanced retargeting tactics and DMP targeting segments• Work closely with media teams to identify new opportunities to improve media performance through insight and analysis• Work with media team to implement data-driven media campaigns• Communicate with client on data opportunities, building proposals and business cases for additional work• Support team of 5+ analysts to foster strong, positive working relationships, as well as oversee all work and taking full ownership of their deliverables• Build trusting relationship with the client and be able to elaborate on data offerings Show less

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  Digitas North America

  May 2018 - Nov 2019

  Manager, Data & Analysis

  • Providing and presenting strategic data-driven recommendations across channels to improve client decision-making and ROI• Building effective marketing strategies with other internal partners to optimize client budgets and programs• Leading a team of Analysts and Senior Analysts through regular client reporting, ensuring their growth as they progress through their career• Serving as a client and internal resource on industry trends and key functional areas such as analytical tools and marketing measurement• Evaluating new online and offline data opportunities in the form of new sources, new technology, client priorities, partnership, etc.• Fostering creative thinking around how we use data, and we could use data to solve unique business challenges in support of all Marketing activities • Focus on paid media and site analytics Show less

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  SmartBear

  Nov 2019 - Sept 2020

  Senior Manager, Marketing Analytics

  • Act as the go-to resource on standard marketing metrics, methodologies, attribution, and other analytics knowledge • Ownership of ongoing and ad hoc reporting and data needs from the marketing team, building solutions to provide insight and visibility into funnel behavior and program performance • Understand and optimize the precise mechanics and data underpinning each of our marketing channels, particularly the digital ones • Analyze large data sets to actively monitor campaign performance and identify opportunities for top line growth and/or efficiency gains • Evaluate assumptions and data around important metrics like customer acquisition cost, customer lifetime value, ROI of programs • Leverage existing tools across our martech stack (Salesforce, BrightFunnel, MixPanel, Marketo, Google Analytics, etc.) in order to analyze and understand marketing touchpoints, model marketing attribution and inform marketing tactics and spend • Work with marketing operations and systems admins to identify, implement and utilize new tools to improve marketing impact and efficiency. • Provide business context to enable systems team to scope, select and implement required tools, such as Sisense. Act as power user of marketing systems and roll out usage as needed to marketers• Maintain consistent reporting cadence across a group of marketing stakeholders and cross-functional stakeholders and use our data to succinctly communicate performance, areas for improvement, and shared success • Create presentations that effectively communicate marketing performance • Continually look for opportunities to optimize marketing tactics and strategies to gain improvements in marketing performance Show less

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  CommCreative

  Sept 2020 - Nov 2021

  Director of Data and Analytics

  Analytics & Reporting Setup• Work with internal and external client stakeholders to gather reporting requirements• Ensure reporting and tracking platforms are properly set up to achieve reporting goals• Work with Data Analyst to build dashboards and visualizations that meet and exceed reporting requirements• Utilize technologies to automate the data gathering process• Provide recommendations for continuous improvement to reporting processes driving effectiveness and efficiencies• Develop UTM strategies in support of reporting requirements• Where relevant, Integrate reporting platforms with CRM systems to facilitate closed loop reporting capabilities• QA and spot-check dashboards and reports to ensure data soundnessTesting & Optimization• Develop and execute testing strategies for Go To Market programs in coordination with Strategy Team• Develop and execute testing strategies for new website builds in coordination with web development and design teamsDatabase Management• Manage client databases to ensure data cleanliness• Develop segmentation strategies in cooperation with Strategy team• Develop and maintain strategies designed to enhance database segmentation capabilities over time• Manage, update, and maintain Account Based Marketing target account lists in coordination with Strategy teamManagement of Data & Analytics team• Mentorship and personnel development of data analyst and other team members who would onboard, including interns• Creation and maintenance of project tracking for ongoing projects (e.g. monthly reporting) and project plans (e.g. website tagging)New Business• Work with Management team to gather requirements and develop strategies for new business pitches• Participate in new business scoping calls with potential clients• Conduct and present MarTech audits for potential new clients• Work with web development team to gather technical requirements and contribute to website development proposals Show less

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  Basis Technologies

  Nov 2021 - now

  • Vice President, Client Analytics

    Sept 2022 - now

  • Director, Client Analytics

    Nov 2021 - Sept 2022