Resume

Exagen Inc. (AVISE brand), Vista, CA

August 2023 – Current

• • • Develop and implement digital marketing strategies to drive lead generation and customer acquisition.
    • Manage daily digital marketing operations 
    • Analyze digital engagement data both on/off site to optimize conversion funnels and user experience, resulting in 21% increase in conversion rates.
    • Continuously update knowledge on industry trends and digital marketing advancements.
    • Create and present digital marketing summary reports to leadership.

SOLVD Health, Carlsbad, CA
July 2024 – Current

• • • Created new digital marketing strategy for organization. 
    • Collaborating with design firm to create new website that supports both corporate and product needs
    • Created and implementing SEO strategy that has greatly improved search rankings resulting in 63% increase in organic traffic.
    • Present regular performance reports and project updates to leadership. 

Digital Marketing Manager

Exagen Inc. (AVISE brand), Vista, CA
February 2021 – June 2023

Create and manage corporate digital marketing strategy and sales enablement initiatives. Manage execution of online and offline campaigns across a combination of channels: website, search, social media, marketing automation, media, and sales conferences.

• • • Developed and executed B2B and B2C digital marketing strategies, including online and offline campaigns across website, search, social media, and marketing automation channels, achieving goals and KPIs aligned with corporate objectives.
    • Managed digital go-to-market strategy and campaigns, optimizing marketing funnels to generate marketing qualified leads for a national sales force, and implemented dashboards to report performance metrics to executive leadership.
    • Created and managed digital sales enablement tools and cloud-based e-commerce marketing supply storefront, streamlining sales processes for territory representatives while improving operational efficiency.
    • Developed and managed numerous inter-departmental corporate initiatives: Salesforce integration, client ordering portal and e-commerce storefront, to name a few.

Hired to transition the marketing program to a digital first strategy. Sourced and implemented technologies that leveraged multiple internal and vendor data sources to acheive marketing goals. This position required heavy vendor management during the selection process and implmentation.

• • •  Designed, implemented and managed new technology stack that includes Healthgrades CRM linked to EMR,
    • 24-hour call-based referral center, Eloqua email marketing automation, call attribution, paid advertising including Google Ads search, display and social.
    • Developed content strategy for marketing automation, website and paid media.
    • Lead day-to-day management of all digital campaigns and analytics tracking for continual campaign optimization. These tactics produced hundreds of marketing qualified leads per month for our provider network.
    • Compiled and presented campaign analysis to service line managers and organization leadership.
    • Managed vendor relationships for advanced paid media (OTT, video, radio) tactics to ensure their services delivered full contract value.

Developed and implemented digital marketing strategies to increase market awareness and engagement with key service lines and corporate initiatives.  Tracked key metrics to actively manage and optimize campaigns.

• • • Lead day-to-day management of all digital marketing strategies including website, paid promotion, social media and SEO.
    • Created and optimized campaigns through testing and analyzing performance data to ensure effective investment in top-performing campaigns and tactics.
    • Created the Find-A-Provider web tool that enables community members to efficiently gain access to healthcare services. This tool streamlined the internal referral process by funneling patients to providers with availability and maximized the ROI of newly hired physicians.
    • Implemented paid search and SEO strategy to promote high margin service lines and reduce market leakage.

Managed digital sales operations for three publishing properties.  This position was the intermediary between the corporate product group and property sales staff. Lee Enterpise was the 4th largest newspaper publisher in the US at the time. Driving digital sales was paramount to retaining local advertising budgets.

• • • Managed and trained 8-person sales team on digital marketing theory and products to increase customer conversion and retention.
    • Developed digital marketing campaigns for clients including creative, forecasting, compiling analytics and reporting for marketing performance.
    • Implemented A/B and multivariate testing to optimize campaign engagement.
    • Implemented sales and training strategy for new corporate initiatives in the market. Maintained top 10 performing markets designation for 14 straight months.

Education

Bachelor of Science, Marketing

Bachelor of Science, Business Administration

Minor in Economics

High Point University,  High Point, North Carolina

Certifications

Continuing Education