Katherine Fitzgerald (McMaster)

Experience

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  H.A. McMaster

  Jun 2005 - Oct 2011

  Contractor Assistant
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  Cole Haan

  May 2008 - Dec 2010

  Floor Lead
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  Dear Lucy

  Aug 2010 - Jun 2011

  Sales Associate
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  ITech US Inc

  Oct 2011 - Feb 2014

  Employee Administrator

  As Employee Administrator at iTech, US Inc, I researched and assembled government petitions for foreign nationals; work visas, labor certifications, and green cards by cooperating with staff members. I played a key role in the conversion from one billing system to another for an acquired company.

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  Yaymaker

  Mar 2014 - Jun 2020

  Work with the internal and third-party teams to develop and continuously evolve strategy and methodology to improve the efficiency and effectiveness of all channels. Define campaign goals, set budget parameters, develop test strategy, and monitor the performance of paid social and search programs. Provide monthly forecasts based on historical performance and upcoming enhancements. Be the in-house expert on all aspects of digital media, as well as the related platforms, tools, and reporting.Notable Projects: • Took over digital channels with the directive of increasing spend efficiency, paid social increased 157%, and paid search increased 48% from the first quarter of 2019.• Planned and executed the overhaul of the digital licensee recruitment strategy leading to an increase in engagement of 200% and doubling the number of weekly leads. Show less Responsible for providing strategic insights to the marketing and leadership teams regarding the effectiveness of marketing programs and working with the channel and business owners to identify and evaluate future opportunities. Also responsible for driving the efficiency of the tools used and identify/implement additional programs and tools. Notable Projects:• Solely responsible for the structure, technical implementation guide, and internal setup of Google Analytics during three website launches, including one rebrand resulting in more accurate and actionable data.• Ran the project, working across several departments, of automating data from Google Analytics to an internal database, creating the current attribution model. Then worked directly with senior leadership to apply that to the budget and forecast plans. Show less Responsible for the data quality of all marketing platforms as well as for data integrity of reports from the database and third parties provided to the Marketing Team. Provide weekly analysis reports to the marketing and leadership teams highlighting ongoing initiatives, marketing tests in progress, and opportunities for growth.Notable Project: • Managed internal BI platform, Domo. Gathered business owner requirements and worked with BI developers to build the reports to meet their needs. Show less As Marketing Manager at Paint Nite LLC d/b/a Yaymaker, I designed and launched the early marketing initiatives outside of Groupon, including email, SEM, SEO, paid social, organic social, programmatic, and PR that supported to the organization's in 36,000% growth in three years and landing in the #2 spot on the Inc 5000 in 2016 by working with a small team. I drove and enabled the execution of tag management system Tealium that reduced marketing's need for tech resources as well as increased the speed of launching and updating campaigns.Below are some of the key accomplishment that I have attained during this tenure:~ Launched the SEM campaigns and grew revenue to $1M a month.~ Incorporated a behavior marketing technology into the MarTech stack that enhanced conversion rate across marketing channels while providing a flexibility that reduced tensions between departments. Show less

  • Digital Marketing Manager

    Apr 2019 - Jun 2020

  • Marketing Operations Analyst

    Nov 2018 - Apr 2019

  • Marketing Analyst

    Mar 2016 - Nov 2018

  • Marketing Manager

    Mar 2014 - Mar 2016
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  Squark

  Jan 2021 - Jun 2022

  Marketing Programs and Operations Manager
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  ConnectRN

  Jun 2022 - now

  Senior Marketing Operations Manager