Nelinda O’Brien

Online Marketing Strategies and Operations

Achievements

  • Strategized and 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
  • Applied strategic SEO improvements increasing organic site sessions by 80%
  • Project managed large-scale site consolidation and rebrand to successful launch of CentralSquare website

Recent Jobs

Logi Analytics

Jan 2021 – Present

Digital Demand Generation Manager

  • Manage lead nurturing programs to increase conversions throughout the funnel
  • Manage targeted digital advertising campaigns worldwide including keywords, offers, ad copy, and ad creative, with a goal of increasing top-of-the-funnel awareness and lead quality
  • Runs A/B tests on paid search ad copy, emails, landing pages, and Outreach sequences to optimize future campaigns based on test results and learnings
  • Report on lead/opportunity production; additional reporting on email performance, campaigns/content are working and which ones arenʼt, recommend changes to improve performance
  • Manage the webinar program strategy, planning and execution for both in-house and sponsored webinars

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
  • Manage the allocation and tracking of marketing program budgets and spending
  • Collaborate and create alignment with the sales team to fill top of funnel
  • Execute rigorous A/B testing across customers and prospects segments
  • Implement cross-departmental trainings of Marketo for mass communication enablement

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

Resume