Laura Erwin Harper

Experience

• 

  Nextel™️ Communications

  Jan 2001 - Jan 2005

  Sr. Strategic Care Specialist

  Managed a portfolio of Corporate and Government accounts headquartered in the South Region with combined yearly revenue of more than $4.8 million.• Planned and executed large handset deployments for government and manufacturing facilities, including the development and facilitation of training.• Training Content Expert involved in the development and implementation of training for the National Field Care organization.• Awarded Inner Circle (top 1% of employees) in 2004 due to retention of large government account with over 2,000 active units Show less

• 

  Sprint

  Jan 2005 - Jan 2020

  Managed end-to-end digital marketing for Sprint Perks, an employment benefits program.• Developed and maintained landing pages, prospect nurture campaigns, lead scoring, and campaign analytics using Marketo marketing automation, resulting in 100K+ monthly visitors, 10K prospect leads, and 15% conversion rate. • Collaborated with eCommerce team to develop custom online shopping paths, streamlining account activation and discount application, reducing calls to Customer Care and increasing efficiency utilizing lowest-cost sales channel.• Created solution for field sales to manage events with digital lead collection, resulting in clear segregation of leads from standard landing pages for precise sales follow-up and accurate event ROI analysis. Show less Developed program strategy, including headcount, team / individual segment focus, and new lines of business to pursue.• Created dashboards for marketing spend reports and campaign analysis using Salesforce, enabling segment sales teams to track spend, sales, and ROI for quarterly marketing planning.• Managed outbound telesales leads campaign, including scripts, training, and distribution of daily leads. Partnered closely with telesales leadership, ensuring agents received scrubbed, qualified, hot leads, resulting in 20% average close rate.• Led project for creation of new inside sales team. Partnered with training department to create 2 week, instructor-led curriculum. Team consistently out-performed field sales teams in KPIs, including signing on new corporate clients, communications with existing clients, marketing tactics, and monthly gross adds. Show less Managed national team of quota-bearing account managers responsible for marketing to employees of Federal government. Grew business as development manager, necessitating expansion to team of 10 to support needs. Built team of high-performing individuals with diverse backgrounds and managed accounts producing $250M per year. • Designed strategic marketing campaigns, including print and web advertising, email, social media, and event sponsorships, partnering closely with federal civilian agencies and military installations to gain access to high-impact opportunities.• Awarded Pinnacle Club for 2013 - top 3% of sales organization. Show less Managed Department of Defense individual liable sales nationwide.• Negotiated long-term marketing agreements with military installations and agencies, leading to business growth and establishment of dedicated team.• Partnered with teams in local markets supporting state and local accounts. Provided training, maintained internal and customer facing resources, and engaged in strategic account planning and campaign development, ensuring effective and well-equipped teams.• Finished 2010 at 116% of finance budget with 40% YoY growth from 2009. Show less Supervised 5 development managers in 8-state territory in Southeast region and maintained business development responsibilities for Tennessee and Arkansas. • Increased Public Sector sales 34%, utilizing customized marketing plans, sales incentives, and technology events.• Formulated higher education student discount marketing strategy for students attending TN colleges and universities.• Developed and conducted Public Sector certification training for sales teams, guaranteeing sales partners were knowledgeable of requirements for selling to government agencies, ensuring compliance and growth. Show less

  • Sr. Marketing Automation Manager

    Jan 2017 - Jan 2020

  • Sr. Strategic Planner

    Jan 2016 - Jan 2017

  • Federal Sales and Marketing Manager

    Jan 2011 - Jan 2016

  • Federal Development Manager

    Jan 2010 - Jan 2011

  • National Sales Operations Lead

    Jan 2009 - Jan 2010

  • Business Development Manager III/Supervisor

    Jan 2005 - Jan 2009
• 

  T-Mobile

  Jan 2020 - Jan 2024

  Sr. Segment Marketing Manager

  T-Mobile Work Perks (B2C):Managed digital marketing for employment benefits program. Led development and optimization of landing pages. Acquired customers with high credit scores and low churn while strengthening B2B relationships with corporate clients passing individual account savings to employees.• Created and maintained landing pages, forms, emails, and nurture programs using Pardot marketing automation, generating qualified leads with a 14% conversion rate. • Elevated customer conversion rates through strategic nurture campaigns while maintaining spam complaint rate of 0.01%.• Optimized landing pages for Search Engine Optimization (SEO); utilized visitor intelligence, parameter tracking, and digital experience analytics platforms, improving user experience and reporting on marketing performance and attribution.• Managed Virtual Retail sales channels, including leads delivery, reporting, and program oversight, achieving 8% close rate for monthly leads delivered to telesales, and 15% close rate for chat and eCommerce sales.T-Mobile for Business (B2B):Led Enterprise, Partners, and Public Sector segment for promotional device offers. • Collaborated with sales leadership to determine key areas of focus and sales gaps for quarterly campaigns, resulting in delivery of custom product offers that supported sales goals for voice, internet, and other connected devices unique to business segment. Managed up to 60 live offers per quarter.• Executed offers and partnered with cross-functional teams to ensure offers were properly built, housed in order portals, and communicated to sales.• Conducted post-mortems and assessed new offer requests, ensuring offers were relevant to business segment needs. Show less

• 

  Insight

  Mar 2024 - now

  Sr. Manager eCommerce Marketing & Strategic Campaigns

  Lead organization responsible for the development and execution of Insight Led and Partner eCommerce, Software, and Strategic marketing campaigns.• Develop new avenues for growth, including channels, segments, and marketing tactics. • Establish and maintain strong relationships with partners to drive revenue growth and identify opportunities for expansion.• Analyze campaign performance data and provide insight and optimization for continuous improvement.• Collaborate with cross-functional teams, including web, merchandising, sales, partner marketing, and brand to ensure alignment and drive successful execution of initiatives. Show less