Dorothea Henry

Experience

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  Blue Ridge Mountain Sports

  Jan 1999 - Mar 2003

  Community Involvement Manager

  -Developed a commercial adventure-guiding program to enhance customer-retailer relationships through experience-based differential loyalty program. Program had 95% response program fulfillment rate.

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  American Embassy of Liberia

  Mar 2004 - Apr 2005

  Assistant to the Management Counselor

  Assisted the Management Office during the genesis of the United Nations Mission in Liberia. Planned representational events for Foreign Service Officers, Foreign Service Nationals and guest diplomats.-Engaged Embassy Foreign Service Nationals with outreach material included cross-cultural community events, and educational and loyalty programs for Foreign Service National employees. -Facilitated Embassy involvement with the 2005 Combined Federal Campaign. Resulted in a 30% increase in monetary donations. Spearheaded Marines' Toys for Tots drive, the only joint American Embassy and United Nations American Contingent charitable program in Liberia. Show less

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  Wachovia Securities

  Apr 2005 - Sept 2007

  Client Panel Analyst

  Supported the marketing strategy research team for the third largest brokerage firm of North and South America. Contributed to the creation the first organic growth strategy and affluent client segmentation for the brokerage industry.-Led the coordination of a proprietary Affluent Client Feedback & Prospect Panel, which included vendor selection, presentations to senior management and survey writing. Led efforts for comprehensive Affluent Client Loyalty Driver Study.-Conducted qualitative field research among financial advisors with production of $720K or greater to determine affluent client service needs and sales program development. Provided survey design, implementation and survey result analytics for numerous cross-channel enterprises.-Established competitive intelligence analytics and named as Lead for Mystery Shopping Research Team. Show less

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  First Market Bank

  Sept 2007 - Mar 2011

  Marketing Analyst

  Provided prospect and customer insights to drive profitable marketing for regional bank with over $4 billion dollars in assets. Executed data modeling, marketing strategies, creative development, messages and campaigns.-Directed the redesign of Market Share, a proprietary customer loyalty program resulting in a 20% increase of shopping behaviors in key customer segments.-Coordinated the creation of a data model that determines propensity of new customer acquisition and financial product purchases based on grocery shopping behaviors. Campaign based on model scores resulted in 1337% ROI.-Championed social media efforts, developed strategy and social voice. Efforts resulted in recognition on numerous banking industry, community and innovation blogs. 2009 Shorty Award nomination in three categories; notably 8th in #bacon category. Show less

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  Union Bankshares Corp.

  Dec 2010 - Feb 2019

  Social Media Experience Manager, Assistant Vice President

  Directed, managed and executed the social media strategy that supported the overall customer, teammate and brand experience. Directed all non-traditional media and content marketing and oversaw the delivery of service across all digital marketing channels. Managed, trained content team and collaborated with various business line stakeholders.-Championed early adopter social media efforts, developed social strategy, voice, content curation process, brand posture and advocacy and partnerships strategies.-Created all social company policies, procedures and associate guidelines. -Developed and delivered proprietary company wide training on Social risks and strategic implementation. Developed customized instruction for Union Bankshares Corp Board of Directors, Executive Management Group and EChannel (Customer Service). Created and implemented adoption and on-boarding strategy for Wealth, Investments, Commercial and Small Business line of businesses. -Directed social media support and transition plan for two bank acquisitions. Resulting in 90% retention rate and 75% sentiment improvement over transition period. ~Recognized on numerous banking industry, community and innovation blogs, including cover story of Independent Banker Magazine, HubSpot feature and 2009 Shorty Award nomination in three categories. -Organically grew social reach to over 500,000 individuals in key segments and developed a targeted high influencer strategy that continues to produce a high Klout score of 58. Recognized by ICBAas a Top 50 Community Bank Leaders in Social Media. (2013, 2014, 2015)-Spearheaded social referral campaign and oversaw all social marketing of program which experienced a 60% CTR. Social strategy contributed to the acquisition of 1000 new checking customers. -Session speaker at American Banking Association Annual Convention, guest lecturer at University of Richmond, Virginia Commonwealth University Show less

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  Consultant

  Jan 2017 - now

  Digital Marketing Consultant

  Designs amplification strategies and implementation plans, tailored for small businesses and non-profit brands.Key Contracts:-DeBoer Foundation, Inc., Richmond, VA / Myanmar-29Years.org, Richmond, VA / Wichita, KS

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  Kumveka

  Apr 2019 - Jan 2020

  Senior Strategist

  Serving clients with strategic brand, communication and marketing solutions by:​-Managing client engagements, brand and marketing strategy development, communication planning, directing creative, and project management.-​Generating quantitative and qualitative brand and marketing research, data analysis to uncover rich insights, transformational ideas and strong recommendations for clients.-Defining strategic creative briefs, guiding creative development and project alignment. Delivering compelling and persuasive presentations that communicate to clients.-​Managing project budgets to ensure the profitability of engagements. Show less

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  WorldStrides

  Jan 2020 - now

  Social and Content Manager