Driving CalMU’s paid media and lead generation strategy, overseeing all vendor partnerships, negotiating campaign deliverables, and continuously optimizing performances using KPIs such as cost-per-lead, enrollment rate, and inquiry volume. Managing all landing pages and website pages through HubSpot, building and maintaining workflows for all form submissions and website clicks to accelerate prospect engagement and nurture leads. Driving organic content strategy through HubSpot and Canva, using in-platform data to analyze performance, optimize engagement, and grow CalMU’s social presence. Building and launching international paid media campaigns via Meta and Google Ads, creating landing pages and driving global lead growth towards CalMU’s postgraduate programs. Directing all internal marketing operations, training staff on all platforms, enforcing brand standards, and managing cross-functional initiatives. Averaging over a 5.3% CTR performing weekly email campaigns to all domestic and military prospects, all while refining workflows dedicated to email and form clicks.

Led the creation of Workiva’s GRC sales enablement guide including onboarding steps, competitor analysis, regional insights, and field budget metrics for partner organizations. Contributed to a 5% increase in the GRC sales pipeline. Managed scheduling and logistics for Workiva Amplify, overseeing presentations, webinars, and leadership panels while coordinating with social teams for event promotion and ensuring CPE credit distribution. Analyzed Integrated Risk (IR) solution pipeline analytics, including win/loss rates, field market leads, and solution growth, driving actionable insights for strategy optimization and increasing qualified leads by over 18% in Q3 of 2023. Developed a go-to-market strategy for Auditnet.org’s official relaunch, generating over 1,000 qualified leads by targeting customer personas and engagement methods through detailed competitor media analysis. Created competitive battle cards through Crayon platform for GRC sales team, leading to a 4% increase in win rates by analyzing solution performance, competitive market positions, and social media presence across key competitors.

Managed affiliate lead performance through Salesforce to track enrollment rates and campaign performances. Reduced average cost-per-acquisition from 7.8% to 4.8% across all affiliate partners by optimizing campaigns. Conducted weekly meetings to provide consistent performance evaluations and maintain partner relationships. Generated over 100 weekly link-out campaigns for financial educator platforms partnered with National Debt Relief.