4403 SUFFOLK TRAIL | GREENSBORO, NC 27407 | 336.908.6821 |  LORRIEWINKLER@GMAIL.COM

SUMMARY

Innovative, results-driven, technologically excellent marketing professional with 25+ years’ successful experience in progressive roles driving optimal user experience online and digitally with the creation and execution of digital marketing campaigns, website development and marketing automation strategy, to build brand awareness and customer engagement in B2B, B2C, and corporate environments.

AREAS OF EXPERTISE
  • Digital Campaign Strategy

  • Website Design & Development

  • Corporate Branding

  • Content Development

  • Website Personalization

  • Marketing Analytics

  • Digital, Email, & Social Media Marketing

  • SEO / SEM

  • Marketing Automation

  • Budgeting & Planning

  • Lifecycle Marketing

  • Project Management

  • Vendor Management

  • PPC Strategies

  • Email Marketing

  • B2C & B2C Marketing

TECHNOLOGY AND TOOLS
  • PC and Mac

  • Microsoft Office (Word, Excel, PowerPoint and Outlook Express)

  • Dreamweaver, HTML, CSS and PHP as applied to website development

  • Adobe Creative Suite (InDesign, Photoshop, Dreamweaver and Illustrator)

  • Content Management Systems (CMS); Site Core, Kentico, WordPress and WIX

  • Customer Relationship Management (CRM) applications; Salesforce and Microsoft Dynamics

  • E-mail application ConstantContact

  • Marketing Automation (MA) platforms; Act-On, Kentico and Eloqua

  • JIRA and Workfront workflow platforms

  • Project Management Platforms; Mavenlink, Smartsheet and Wrike

  • Social Media Tools; Hoot suite, Short stack and WooBox

PROFESSIONAL EXPERIENCE

Center for Creative Leadership, Greensboro, NC
Manager, Web and Marketing Automation

Responsible for CCL’s digital presence (www.ccl.org) and marketing automation system, including project and campaign planning and implementation, digital and platform strategy, as well as measurement. Planning, implementation, and management of all aspects of CCL’s marketing automation system, including working with marketing teams to define and develop related personalization efforts, nurture/drip campaigns, and other elements of the solution.

  • Implemented project management platform to effectively organize web projects across departments.

  • Instrumental in creating digital standards to assist in aligning web and digital initiatives.

  • Developed web processes and templates to create consistency across the CCL brand.

 

Truliant Federal Credit Union, Winston-Salem, NC
Digital Marketing Strategist

Responsible for the development and execution of  integrated, lead generating, digital marketing efforts across all digital platforms that include,

but are not limited to; the Truliant Federal Credit Union website, landing pages, email campaigns, marketing automation development

and creation, internal and external digital campaigns (remarketing, display and search ads), social media, online and mobile banking platforms

and Ecommerce initiatives geared to  enhance the member and visitor experience and drive results based on members’ needs.

  • Spearheaded project and created strategy for roll-out of Kentico Marketing Automation platform which has resulted in more relevant and effective member communications.

  • Produced digital B2C product and service Ecommerce marketing strategies which utilized; targeted website banners, segmented    automated email campaigns and targeted remarketing ads to effectively nurture leads resulting in increased member engagement  and digital applications.

Volvo Group, Greensboro, NC
Manager, Digital Communications & Training

Managed marketing communications team and directed digital marketing, communications, and training initiatives for Aftermarket Parts and Service Marketing for Mack, Volvo, and Road Choice. Identified and implemented innovative marketing automation software that enabled targeted, effective email strategy for dealer correspondence. Designed and oversaw execution of collateral material, digital sales campaigns, events, and trade shows. Initiatives included results-based strategies and tactics for end-user websites, digital and print campaigns, collateral material content creation, marketing communications, events, training, and trade shows.

  • Scheduled, organized, and widely communicated training events, improving attendance by 30%.

  • By initiating tight budget controls and innovative use of technology, reduced yearly marketing spend by over $500K in six months.

  • Spearheaded improvements in departmental processes, enabling 50% reduction in outsourced deliverables.

  • Developed and updated multiple websites, including PARTners (Mack and Volvo), Road Choice, and Dex Heavy Duty Trucks, contributing to a $15M increase in sales.

Columbia Forest Products, Greensboro, NC
Marketing Communications Manager

Supervised and directed workflow of marketing, advertising, and public relations activities. Applied innovative tactics to build and maintain brand awareness internationally across corporate channels, such as blogs and newsletters targeting B2B and B2C. Planned, budgeted, and executed all corporate and brand-related marketing initiatives. Used automated marketing programs, digital media, advertising, product packaging, product photography, internal and external communications, branding programs, and sales promotions to improve product visibility.

  • Led redesign, development, and maintenance for multiple websites.

  • Used social media campaigns to increase media footprint at minimal cost.

  •  Integrated Microsoft Dynamics CRM and Act-On Marketing Automation platforms into corporate website and communications initiatives to communicate more effectively with consumers and dealers.

Digital Marketing Specialist

Supervised and directed workflow of marketing, advertising, and public relations activities. Applied innovative tactics to build and maintain brand awareness internationally across corporate channels, such as blogs and newsletters targeting B2B and B2C. Planned, budgeted, and executed all corporate and brand-related marketing initiatives. Used automated marketing programs, digital media, advertising, product packaging, product photography, internal and external communications, branding programs, and sales promotions to improve product visibility.

  • Led redesign, development, and maintenance for multiple websites.

  • Used social media campaigns to increase media footprint at minimal cost.

  • Integrated Microsoft Dynamics CRM and Act-On Marketing Automation platforms into corporate website and communications initiatives to communicate more effectively with consumers and dealers.

 

Network Communications, Inc., High Point, NC
Integrated Media Account Executive

Provided content and digital and print campaign creation, as well as sales and service for real estate and affiliated accounts for The Real Estate Book of High Point, The Real Estate Book of Davidson County, and The Real Estate Book’s New Homes of the Triad.

  • Managed, trained, and provided guidance for graphics and distribution personnel.

  • Received consistent sales and marketing awards through all years of employment.

  • Shaped online presence of national brand through microsites and blogging initiatives..

Prior experience as General/Marketing Manager at Womack Publishing (1990-1991) and as Assistant Production Manager at Southern Farm Publications (1989-1990)

HONORS AND AWARDS
  • Sustaining Member Oak Hollow Rotary Club

    • Paul Harris Fellow Award                             

  • Centennial Club Sales Award, 1997, 1998, 1999, 2000, 2001, 2002

  • Platinum Club Sales Award, 2003, 2004, 2005, 2006, 2007, 2008, 2009

  • Super Saturation Sales Award, 2001 and 2002                    

  • Marketing Superstar Award 2008, 2009, 2008, 2009

  • Affiliate of the Year, High Point Board of Realtors 2001

  • Chairperson of the Year, High Point Board of Realtors 2011  

EDUCATION

University of North Carolina at Greensboro, Greensboro, North Carolina

MSITM-Masters of Science in Information Technology Management with a concentration in Digital Marketing

Appalachian State University, Boone, North Carolina

Bachelor of Science in Graphic Design; Minor in Marketing

Trinity High School, Trinity, North Carolina

© 2016 by Lorrie Winkler