Kristen De Lay

Experience

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  Precis E-business Agency

  Feb 2007 - Jul 2010

  Director of Strategic Marketing
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  Green House Data

  Aug 2010 - Aug 2015

  Senior Digital Marketing Manager
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  MGMA

  Sept 2015 - Mar 2020

  Overview:I manage the digital marketing strategies and reporting for the website, marketing automation system, and online advertising for all product lines (membership acquisition/retention, education, data products and consulting services). I strive to maintain a leadership style of integrity to support the evolution of my employees to grow professionally to reach their goals. I also believe that my own diligent dedication to personal and professional growth supports this initiative. Skills Used: I strive to approaching each of my roles with a growth mindset for campaign performance/engagement analysis, project management (agile methodology), audience development, Google Analytics Certification, Eloqua Masters certification, Kentico CMS expertise, leadership, coaching and project management Tactical Responsibilities:- Creates the digital strategies and analysis for 10+ product lines that drive B2B lead generation goals and B2C revenue of $33 million- Serves as project manager for all marketing initiatives utilizing an agile workflow process- Develops and oversees the digital campaigns, website optimization and marketing nurturing flows utilizing best practices for web, emails , zealously looking for opportunities to optimize, reduced costs and improve engagement- Executes the entire organizational monthly KPI reporting with data from multiple reporting platforms including Google Analytics, Kentico, Microsoft Dynamics and Eloqua Marketing Automation platform- Manages Google Analytics (Google Analytics Certified), Tag Manager and Search Console instances and maintaining overall system for conversion and event tracking Show less

  • Senior Digital Experience Manager

    Dec 2016 - Mar 2020

  • Digital Marketing Manager

    May 2016 - Dec 2016

  • Marketing Manager II

    Sept 2015 - May 2016
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  LegalShield

  Mar 2020 - Jan 2022

  - Led paid media, affiliate marketing and SEO programs for the Direct to Consumer (D2C) team- Created the vision, strategy, execution for multi-million dollar budget, improving CPA by 15% while also increasing paid production by 13% in year one and 21% in year two- Successfully collaborated with IT, Digital Experience & Marketing teams to enrich and further the paid team efforts- Research, selected and project managed SEO Agency & internal implementation with projected growth of 217% in year one. - Directed two manager level employees with special focus on setting clear goals, creating an environment for open conversations and supporting each employee's growth goals- Successfully managed three, large budget agency relationships for SEO, Paid Media and Affiliate Marketing maintaining a balance of leadership, support and collaboration Show less

  • Director of Digital

    Apr 2021 - Jan 2022

  • Senior Manager Digital Marketing

    Oct 2020 - Apr 2021

  • Digital Experience Manager

    Mar 2020 - Oct 2020
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  Self-Employed

  Jan 2022 - now

  Digital Marketing Consultant

  Consulting: Numi (A D2C women's sustainable apparel company)- Work Included:- KPI reporting for digital marketing initiatives- Marketing mix modeling to evaluate campaign performance- Forecasting for marketing revenue goals- Digital team leadership and coaching - Vendor management and paid media, social media, and website developersConsulting examples include: Volume 9 - I supported the organization with SEO audits, monthly SEO reports, keyword and content development recommendations. The industries I supported included skin care, CBD, and sustainable laundry products. Show less

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  Insight Lime Analytics

  Jun 2022 - Jan 2024

  I served as a key agency leader and principal consultant for industries including QSR, SaaS, and E-commerce. Work that I have done for these companies includes: • CRM/Customer Engagement platform evaluations, selection, and implementations• Customer Engagement Process Mapping and Efficiency Implementations• Lifecycle Campaign Strategy Development and Execution• Project Management• Performed SEO audits• Project Lead for GA4 Implementations• QSR and E-commerce Digital Strategy Creation• Marketing Campaign Evaluations, Forecasting, and Channel Mix Modeling Wendy’s Digital Customer Experience LeadershipA significant portion of the work that I completed while with Insight Lime Analytics was for Wendy’s International Inc. Work completed includes: • Led evaluation, selection, and implementation of a new CRM platform (Braze) for digital customer engagement, which allowed for new functionalities for push, SMS, email, in-app messaging, and content cards that weren’t before available to the organization. This simplified segment creation, improved efficiency, reduced errors, and sped up the process of building new campaigns. • Served as Director of Customer Engagement until internal position was hired and Project Lead for the CRM execution team• Developed strategy for and project-managed the creation of twelve new customer lifecycle campaigns to engage users from onboarding to one-year churn• Created journey and campaign naming conventions to improve reporting consistency • Documented process for both lifecycle journey creation and portfolio communication and found efficiencies that could be realized across multiple teams. Worked with those teams to implement, reducing delays in the campaign creation process and growing alignment and communication between teams.• Advocated for additional build team staff to meet organizational goals, growing the team from three to ten, and improving the output of communications by 3x. Show less

  • Principal MarTech and Strategy Consultant

    Sept 2023 - Jan 2024

  • Analytics Consultant

    Jun 2022 - Sept 2023
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  Alpenglo Digital

  Jul 2024 - now

  Chief Operations Officer