Google Ads Fundamentals
Completion ID: 20935477
Writing & Editing (30 Years) – Editor-in-chief of large-scale websites, digital and print communications using AP Style. Expertise in writing and editing magazine articles, news releases, website news stories, website content, speeches/presentations, video scripts, blogs, social media posts, email, newsletters, fliers, brochures, annual reports, mission statements, branding strategy, advertising copy, marketing plans, creative briefs, strategic priorities, internal communications, and technical proposals. Skilled at content strategy, editorial calendars, search engine optimization/SEO.
Digital Marketing (24 Years) – Most recently, oversaw all online marketing communications and advertising efforts for top-10 internationally ranked business school (UMD-Smith). Responsibilities included development, design, management, and editing of 10,000-page that promoted academic business programs (undergrad, MBA, specialty masters, PhD, executive education), 12 business and research centers, career services, alumni, development, diversity and inclusion, human resources, global study, events, faculty directory, research, magazine, newsletters, and blogs. Managed email marketing, social media outreach/advertising, SEO/content/keywords, and video production.
Analytics (24 Years) – Used various applications (Salesforce, Marketing Cloud, TaskRay, Hootsuite, Google Analytics, Google Tag Manager, Google Ad Words, Web Trends, MyEmma, iModules, Campaign Enterprise, CVENT, Drupal, WordPress, Sprout Social, Tweet Deck, Radian 6) to manage and analyze effectiveness of marketing: views, visits, likes, shares, open rates, A/B testing, click throughs, conversion rates. Conducted usability testing (click streams, eye tracker) during website redesign projects. Highly skilled in Excel. Created weekly, monthly and annual dashboards.
Management (18 Years) – Managed up to 10 full-time employees, including: website developer, graphic designer, photographer, videographer, writer/editor, marketing manager, marketing communications coordinator, business analyst, media relations manager, and internal communications manager. Managed up to seven part-time interns (MBA/Undergrad/High School). Trained/mentored 40+ colleagues who worked on marketing tasks for UMD as part of “Web Team.”
Social Media (10 Years) – Managed 25+ social media accounts for UMD-Smith via Hootsuite Enterprise System (Facebook, Twitter, LinkedIn, Instagram, YouTube, Pinterest, Snapchat; Chinese: WeChat, Weibo, YouKu) to audiences over 25K. Created social media strategies for large events and strategic initiatives, including custom graphics, videos, live tweeting, geo-filters, photo booths, selfie stations, contests, BuzzFeed-style articles, Instagram takeovers, and quizzes.
Social Media Awards:
- Top Five Business Schools on Twitter, Eduvantis Digital (2014)
- 100 Most Social Media Friendly MBA Schools for UMD-Smith, OnlineMBAPage.com (2013)
- Best B-school Twitter Feed of the Year @SmithSchool, B2BTOTY (2011, Runner-up 2010 & 2012)
- Best Business School Use of Social Media (#18), BizEd (2012)
Branding (24 Years) – Led multiple ($200K+) branding efforts at UMD-Smith, including development of a custom branding workshop for senior leaders which led to the establishment of four brand pillars, five attributes and a positioning statement. Established integrated marketing campaigns: website/microsite/landing pages, SEO/keywords, event/email marketing, social media, news creation.
Business & Marketing Strategy (24 Years) – Launched and created marketing strategies, including all website content, for the following business and research centers at UMD: Center for Financial Policy; Center for International Business Education and Research; Center for Social Value Creation; Ed Snider Center for Enterprise and Markets; Center for the Study of Business Ethics, Regulation, and Crime; Center for Leadership, Innovation and Change; Center for Health Information & Decision Systems. Launched new academic programs at UMD: Online MBA, Executive MBA, Master of Accounting, Master of Business Analytics, Master of Business & Management, Master of Finance, Master of Information Systems, Master of Marketing Analytics, Master of Quantitative Finance, and Master of Supply Chain Management.
Development/Fundraising (24 Years) – Worked closely with UMD’s alumni and development teams on fundraising websites, social media strategies, events, videos, board of directors’ communications, and marketing collateral. Highlights included $1M+ UMD Giving Day and the inaugural “Smith Day” international celebration in 2017.
Presentations (24 Years): Highly skilled in PowerPoint development. Guest lecturer in UMD business courses (undergrad, MBA, Exec Ed) and career workshops on online branding, social media, Hootsuite, Google Analytics, SEO, and content strategy. Featured speaker at social media, higher ed, and marketing conferences: #UMDsocial Conference (2016-17); Journalism Day (J-DAY) for the Maryland–D.C. Scholastic Press Association (2014-16); Brand to Web Higher-Ed Presentation for Council for Advancement & Support of Education (CASE) Marketing Conference; Association to Advance Collegiate Schools of Business (AACSB) National Conference; and National Council for Marketing & Public Relations (NCMPR) Conference (2014). Worked at international trade shows (45K+ attendance) in booth and gave workshop presentations for Automotive Service Association.
Video Production (25 Years) – Most recently, worked with in-house videographer and vendors to write/produce/direct videos. Experience with Final Cut Pro, Adobe Premiere, iMovie.
- Top Holiday Video, Examiner.com (2015)
- Best Business School Holiday Video, Poets & Quants (2014)
Graphic Design (24 Years) – Skilled in Adobe Creative Suite (Photoshop, InDesign). Designed marketing collateral, logos, animated gifs, social media graphics, photo editing/optimization.
Photography (30 Years) – Served as in-house photographer at UMD’s Smith School of Business from 2000-10 and at the Automotive Service Association from 1997-99.