Nelinda O’Brien

Online Marketing Strategies and Operations

Achievements

  • Manage and optimize lead lifecycle nurture programs and doubled conversions through the funnel
  • Applied strategic SEO to increase number of organic first page rankings by 9X
  • Executed digital campaigns generating over $45 MM of pipeline contribution for the year
  • Increase number of digital campaign outreach 3X YOY leveraging email, webinars, display, and website
  • Optimized digital ads to generate 800%+ return on investment

Recent Jobs

Logi Analytics

Jan 2021 – Present

Digital Demand Generation Manager

  • Manage end-to-end integrated campaigns including email, content syndication, virtual events, webinar, website and display advertising
  • Execute program strategy, planning, promotion, execution and follow-up for both in-house and partnered webinars
  • Report, analyze and recommend optimization of channel effectiveness
  • Collaborate on marketing strategy based on campaign testing, analysis, and pipeline generation
  • Communicate with cross-functional marketing teams to strategize and outline key marketing themes, messages,
    offers, and mediums for campaigns throughout the year
  • Monitor and report on full funnel lead to opportunity performance

Consultant

2011 – Present

Marketing Operations & Digital Strategy

  • Configure complex lead generation and lifecycle progression strategies utilizing marketing automation
    and CRM tools such as Hubspot
  • Optimize client website through WordPress CMS platform to create scalable and efficient web presence
  • Work with clients to establish brand marketing and positioning strategy

CentralSquare

November 2017 – December 2020

Manager, Digital Campaigns

  • Manage and lead the execution of digital marketing campaigns, including marketing automation, SEO, paid search, display, lead gen pages, webinar, video, CRM and account-based marketing
  • Own the lead generation strategy and report on performance against KPIs such as Marketing Qualified Leads (MQLs) and Sales Accepted Leads (SALs)
  • Develop and optimize content for integrated campaigns across online and offline channels
  • Automate marketing technology stack to improve campaign effectiveness
  • Execute rigorous A/B testing across customers and prospects segments
  • Manage the allocation and tracking of marketing program budgets and spending
  • Project managed large-scale site consolidation and rebrand to successful launch of CentralSquare website

Viewpost

August 2015 – November 2017

Marketing & Operations Manager

  • Develop and manage email campaigns using Marketo marketing automation to include ideation, setup, testing, reporting, and integration with Salesforce CRM
  • Create multi-touch, targeted customer life-cycle digital marketing programs with demand generation, nurture and drip campaigns
  • Maintain marketing database including data imports, list segmentation, and campaign reporting
  • Managed redesign of corporate website to include design, layout, QA, deployment across internal departments and third party vendors with project management tools (Basecamp)
  • Proactively identify points of opportunity for enhanced targeting/measurement capabilities and optimization of marketing technology stack
  • Executed product launch/release marketing project plan with internal teams and stakeholders

Digital Risk

October 2012 – August 2015

Digital Marketing Analytst & Coordinator

  • Drive development of on-line strategy including prioritizing and refining requirements for web, e-mail marketing, mobile and social media
  • Manage all external company web sites to improve web infrastructure, navigation, and customer experience and ensure that processes are scalable and flexible
  • Redesign of corporate print marketing collateral working with each LOB for optimal audience messaging
  • Manage targeted online marketing campaigns including: micro sites, landing pages, e-newsletters, e-mail blasts, online advertising, search engine optimization, social media and link strategy

Skills

Marketo Certified Expert

WordPress CMS

Drupal CMS

Marketing Strategy

Social Media Strategy

Project Management

Brand Management

Campaign Management

Account Based Marketing

Google Analytics

Smartsheet

HubSpot

Education

2005 – 2010

University of Central Florida

Bachelors of Science Business Administration

Certifications

2017 – 2023

Marketo