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Laura Wallace Resume

Marketing | Content | Media | Digital

PROFILE

A strategic and creative marketing executive with a proven record of developing successful integrated programs. Expertise in:

    • Marketing Strategy, Insights, Analytics
    • Digital Marketing, Email, SEM, Display
    • Project Management and Budgeting
  • Content Calendars and Web Promotions
  • Team and Agency Leadership
  • Creative Direction and Copy Editing

RELEVANT PROJECTS

Website and E-Commerce Launch – serve as project leader for Balducci’s website launch. 2018

  • The new site featured updated architecture, design, trigger emails and improved e-commerce functionality.
  • Improved Gift Set offering with new branding, photography and features, such as build a custom basket.
  • Worked with development and business teams on data integrations, workflow, training and single sign-on.
  • Crafted digital media strategy and worked with developers to set up Google Analytics for optimization.
  • Results: Six-month trend demonstrating double-digit growth in users, sessions and session duration with a 10% decrease in bounce rate. E-Commerce sales increased for Gifts and Catering.

Store Opening Campaign – led the development of a new branding campaign, including digital media, direct mail, TV appearances, out of home and movie theater advertising. Results: Sales exceeded opening goals.  2018

  • Implemented microsite to support community awareness and capture pre-opening member sign ups.
  • Served as team lead on cloud digital signage – a company first. Managed planning, execution and training.
  • Partnered with a research company to survey the community. Leveraged insights to craft relevant messaging.

Food Network B2B marketing – played an integral role in the B2B content for the sales team.  20112012

  • Differentiated brand in the trade space with a new approach to sales assets – including style/voice, presentations, videos and training materials. Featured owned research, case studies and executive video interviews.
  • Developed print and digital media take over for AdWeek’s Food Media Issue during the key selling season.

PROFESSIONAL EXPERIENCE

Marketing Director, Kings Food Markets & Balducci’s Food Lover’s Market – Parsippany, NJ   
2012-Present
Prior Positions: Senior Manager, Marketing (2013-2018), Marketing Manager (2012-2013)

  • Oversee a cohesive marketing plan and a team of marketers and agencies to drive sales and website traffic. Examples include: print, digital, OOH, radio, collateral, signage, packaging, PR and blogger networks.
  • Manage media strategy, including content, targeting and analytics. Acquisition tactics doubled email list & tripled social base. Partner with web developers and IT on new pages and maintenance.
  • Guide content marketing to drive engagement and storytelling. Produced videos, photography, direct mail magazines and recipes. Partnered with merchants to select products and craft messaging.
  • Initiated SEO collaboration with agency to reverse declining trends. Organic visits +20%.
  • Launched award-winning store brand packaging for 300+ SKUs, partnering with design & merchandising.
  • Directed the launch campaign for Instacart partnership, including email marketing, videos, landing page, paid social and SEM ads. The program continues to add incremental sales.
  • Worked with research firms on quantitative studies, including survey design, targeting and analysis.
  • Continually collaborate with the leadership on strategic planning, budgeting and key projects.

Marketing Director – Ad Sales, Food Network & Cooking Channel – New York, NY    
2008-2012
Prior Position: Marketing Manager – Ad Sales (2008-2010)

  • Led a team of five marketers who activated over 100+ marketing partnerships yearly, executed trade communications and events.
  • Managed award-winning TV integrations, talent deals and multi-platform partnerships between national brands, celebrities and Food Network content to drive ad sales. Categories included casual dining, food brands, travel, packaged goods, entertainment and auto.  Results: Year over year partnerships continually increased.
  • Partnered with management, clients, internal teams on multi-media programs, such as retail promotions, packaging and appearances.
  • Differentiated both networks in trade space with strategy and assets – presentations, websites, videos, training materials & digital media.
  • Collaborated with VP on team restructuring. Interviewed, hired and trained five new employees and interns.

Account Supervisor, Grey Group – New York, NY
2003-2008
Prior Positions: Account Executive (2005-2006), Asst. Account Executive (2003-2004)
Brands: Advil PM/Cold & Sinus, Pantene, Hasbro, Novartis

  • Led the creative development, integrated planning, production and celebrity endorsements for national TV, radio and print campaigns.
  • Managed focus groups, copy testing & quantitative research.
  • Created communication strategies, project plans and competitive POVs for clients.
  • Hired, coached and led team members for multiple accounts.

Account Coordinator, The Meridian Group – Virginia Beach, Va
2002-2003

    • Coordinated communication strategies and creative collateral for advertising and quarterly newsletters.
    • Assisted in the planning of events and conferences with government officials.
  • Handled day-to-day client relations, status reports and project budgets.

SKILLS

  • Google Analytics, Google Adwords, Constant Contact, Mail Chimp, Facebook Ads Manager, Trello, Slack, Word Press, Drupal

EDUCATION

UDACITY NANODEGREE – completed an intensive program with nine hands-on digital marketing projects.  2017

  • Highlights: Target Persona, Customer Journey, SEO, SEM, Social, Content & Email Marketing, Display, Analytics, A/B Testing, ROI.
  • Programs: Google Analytics, Hootsuite, MailChimp, Moz Pro, Google AdWords, Facebook Ad Manager.
  • Results: Created, ran and analyzed campaigns with A/B tests in AdWords and Facebook Ad Manager to promote Udacity courses.  Programs met KPIs and achieved positive ROI.

JAMES MADISON UNIVERSITY, College of Business, Major: BBA, Marketing, Minor: Graphic Design 2002

AWARDS

    • Best Use of Store Brands for Cause Marketing Award – Kings Own Brand, Store Brands Magazine 2016
    • Top Women in Grocery Award, Progressive Grocer 2015
    • American Package Design Award – Kings Own Brand, GDUSA Magazine 2015
    • Top Brand Driver Award, Kings Food Markets 2014
    • Brand Integration Team of the Year Award, CableFax 2012
  • Scripps Networks Interactive, Foundations of Leadership Program 2011