Laura Walker Charlotte, NC 28202 ▪ +1 (704) 231-3338
GLOBAL WEB STRATEGY AND DIGITAL MARKETING EXECUTIVE
Accomplished, multi-faceted international marketing leader with two decades rich experience in high-technology, financial services, banking, industrial, manufacturing, and consumer products industries.
Expert in facilitating accelerated adoption of new technologies through demand generation programs including digital and direct marketing, marketing communications, educational content, and offline and online events.
Specialization in dynamic content application software whose experience driving the development and launch of innovative multimedia and web technology solutions begins in 1990 and encompasses direct contributions to eBusiness standards.
Recognized for award-winning, goal-breaking marketing initiatives. Demonstrated results in driving market-making outreach programs, launching new products and services, and deploying marketing programs that speak to market influencers and decision-makers in a meaningful, persuasive, and actionable way.
Senior Manager, Marketing Strategy and Analysis SapientNitro Charlotte, NC and Atlanta, GA 2011 to Present
Lead assessment, planning, implementation and analysis of analytics
engagements across full spectrum of marketing analytics capability
areas. Drives thought leadership and business development initiatives
across suite of Experience Research & Analytics offerings:
Create assessment frameworks for evaluating marketing and analytics
tools, techniques, services, and infrastructure and guide assessment
process and deliverables
Leverage subject matter expertise on leading marketing & analytic
tools, techniques and measurement platform components in shaping and
developing marketing analytics recommendations
Drive all components of the measurement strategy & planning process at both a campaign and enterprise level
Director, Web Analytics hawkeye Charlotte, NC 2010 to Present
Employ statistical techniques and data analysis to ensure clients achieve optimal MROI. Within first six months, landed four new clients representing 6-figure revenue and served as an integral member of internal teams who conceive, manage, and execute client customer acquisition and loyalty programs in both B2C and B2B environments using a variety of methods, including organic search (SEO), microsites, paid search (SEM), digital display advertising, social media, mobile, and email. Hired as digital analytics thought leader and to launch web analytics practice including working across the organization with account management, strategy, and development to manage analytics requirements throughout project ideation, development, and release lifecycles. Fluent in the analytical techniques related to online marketing and lead building models, evaluating digital brand equity, campaign results, mining customer relationship (CRM) data, and web and social analytics. Special project assignments include senior database strategist for Fortune 50 technology company implementation of marketing intelligence infrastructure systems, lead inbound marketing and social media analyst strategist for top-tier national consumer products companies, and principal driver of value-added analytics and organic and traditional/mobile social content projects.
Web Strategy, Digital Marketing, International Marketing webiquity.co Charlotte, NC 2003 to Present
MONEY COUNTS Serve as adjunct marketing department for financial services firm specializing in personal cash flow management and retirement income planning. Oversee microsite development, authored content and news releases, supported events, effected SEM and SEO.
CONSONUS TECHNOLOGIES Migrate websites to infrastructure offering improved efficiencies, including full SEO and refreshed design and content architecture. Develop keyword strategy, implement technology support of member and sponsor models, and re-design and streamline all web assets for improved user experience, ability to manage, and cost-effectiveness.
VISA (the world's largest retail electronic payments network): Provide leadership and direction to marketing consulting team responsible for Financial Institution client marketing across all products and services. Develop and execute end-to-end marketing (strategy through execution) consulting on key strategic initiatives across all Visa products and services for Financial Institution client. Align Visa Product, Marketing and Sales objectives and resources against Financial Institution client business needs. Develop and implement integrated Financial Institution client marketing plans. Provide input to key stakeholders to influence development of marketing strategies and program development. Earn marketing thought leadership with Financial Institution clients by providing insight driven, data focused and actionable marketing recommendations and solutions. Direct and implement best-in-class marketing solutions and trends to ensure consistent and effective use for meeting Financial Institution client business objectives and needs. Contribute Financial Institution client point of view, socializing key learnings and collecting best practices among stakeholders. Manage relationships and deliverables with external agencies to supplement Visa tools, resources and assets. Demonstrate leadership competencies in building organizational relationships, resource and capacity management, fathering and socializing results for key initiatives, thought leadership in financial services generally, and payments and credit card marketing specifically.
ADVANCED DETECTION TECHNOLOGY (manufacturer, security systems technologies): Conceived, developed, and implemented new brand strategy, including print and electronic media, tradeshow/exhibit materials, product literature, and dealer engagement and support materials. Launched two new websites (one serving as online store) involving product- and market-oriented content architecture optimized to produce strong search engine results. Search marketing programs resulted in 200% gains in traffic and 20% week-on-week lead growth rate. Nurtured media and analyst relationships to secure editorial space featuring product announcements and expert point of view. Generated demand through education-based outreach programs including web events, online publications, and blogs. Launched eNewsletter, achieving 800 subscriptions within 60 days.
COOLING TECHNOLOGY (manufacturer, process cooling equipment: Delivered 30% revenue growth by restructured marketing and sales operations. Increased traffic 300% through search engine optimization, search marketing and directory listings. Transformed website into dynamic industrial products catalog, including automated QuickQuote™ mechanism and buying decision support framework. Boosted qualified leads by 400%, and contributed 30% increase in bookings with overall +50% ROI.
BODY WORLDS (entertainment, museum exhibit): Drove record-breaking attendance with consumer marketing programs including radio, TV and print media, viral and community marketing, street team, and direct marketing.
XBRL (not-for-profit global technology standards association): Designed new funding program for global financial services standards organization.
EPC GLOBAL (not-for-profit RFID standards association): Developed launch materials for individual industry segment, and strategic marketing and industry engagement frameworks. Designed credentialing process for vendors.
Drive high-growth lead generation, customer acquisition, retention, and expansion, and revenue generation programs through digital assets such as website and customer portal and marketing initiatives including SEO, PPC, email marketing campaigns, audio, video, and social media. Achieved 500% gains in website traffic, 575% increase in leads, and 300% improvement in conversion from lead to suspect - contributing three times average profit margin. Coordinate marketing, technical and creative partners, internal IT resources, and direct and inside sales teams to efficiently identify, nurture, convert, and close opportunities via digital channels. Oversee major digital asset migration to standards-based infrastructure. Drive customer experience strategy and implementation, specifically in the form of self-service dashboards and significantly improved customer intelligence collection. Ranked in January 2010 by the Corporate Executive Board Marketing Leadership Council as attaining 30% greater social media maturity than peers.
Responsible for global marketing mix and staff of 8 across North America, EMEA, South America, Africa and Asia/Pacific. Planned, controlled and directed integrated marketing campaigns and business development programs to effect over 50% lead generation and 15% revenue growth rate.
Conceived, developed, and launched refined web content architecture including search engine optimization and search marketing programs resulting in 200% traffic increase and 20% month-on-month lead growth rate.
Directed content partnerships to produce online education-based outreach programs including web events, online publications and blogs. Increased e-newsletter subscriptions 50% to 8000 total.
Generated 6000+ new leads, converted 40% to active prospects and 10% to clients through 40,000+ direct mail pieces supplemented with integrated electronic marketing tools such as microsites.
Secured best-of-industry brand visibility through publishing thought leadership content in electronic and traditional trade, consumer and business publications.
Payments System Standards Coordinator - eBusiness Strategy Office The Federal Reserve Boston, MA 2002 to 2003
Developed recommendations for electronic business strategies to facilitate accelerated adoption of electronic payment mechanisms within domestic and global banks. Conceived, designed, and implemented vendor development of large-scale payments standards information portals. Provided expertise to industry analysts, briefed payments network executives, and organized development groups. Built global network of banks, non-governmental organizations (NGOs), and trade groups to roadmap and deploy standardization of domestic and international payment systems.
Collaborated with Board on strategic goals, grew membership base, and facilitated supply chain and trade group interactions for $1.9M standards development organization. Managed 12 direct reports. Served as spokesperson and champion for products, redeveloped brand, communication, and services to secure position as principal driver of eBusiness paradigms.
Drove 100% plus revenue growth from $360K to $900M in first 10 months tenure through direct and online marketing programs. Increased staff 600%. Launched U.S. headquarters and three European offices.
Formed strategic alliances with the World Wide Web Consortium (W3C), United Nations Center for Trade Facilitation and eBusiness (UN/CEFACT) and International Organization for Standardization (ISO). Collaboratively conceived and developed a global, open, standards-based framework for eBusiness.
Created and executed intensive media/analyst/public/industry relations campaigns resulting in 50+ interviews with leading trade and business publications. Campaign integrated 40+ speaking engagements, 100+ events, 10+ conferences, and eight education-based seminars.
Secured 50% revenue increase within 90 days through ideation, design, and deployment of two web-based information channels that served as fund-raising platforms for organization.
Revitalized $110M product line and roadmap, increasing profit margins five-fold, and fueled new $10M eCommerce unit. Generated $72M in revenue at goal-breaking 22% margins within first six months of tenure. Boosted sales of niche products from $4.5M to $20M and margins from less than 10% to more than 60%. Instrumental in doubling stock price and securing support from shareholders on acquisition proposal.
Launched three new products within first 60 days of tenure, breaking volume goal by 30%. Optimized launch program to dealer channel to beat competitor to market and achieve #1 share.
Spearheaded first eCommerce channel in multimedia projectors market, yielding 50% increase in sales volume and preservation of profit margins.
Reduced inventory 90% to less than $1M within 90 days through direct and online marketing programs and launch of direct-to-consumer new eCommerce channel.
Director of Worldwide Marketing Chrystal Software (a Xerox Ventures Company) San Diego, CA 1994 to 1997
Accountable for product management, training, documentation, marketing communications, and direct marketing. Led startup of company spinoff to $8M sales in 24 months and achieved breakeven two years ahead of goal. Launched Advanced Customer Engagement program (ACE) to accelerate VAR sales, delivering more than 50% revenue increases. Cut time-to-market 50% by enhancing product roadmap, definition, development and management strategies.
Manage global product marketing function including product launch and pre-sales engineering for direct sales and dealer channels. Instrumental in securing multi-year, multi-million dollar U.S. Navy contract through rigorous product benchmarking. Responsible for global staff of eight pre-sales engineers, and for delivering >50% revenue for division through value-add sales to Company's core base of industrial and engineering clients.
Additional Relevant Experience
In-Plant Print Shop Supervisor
Trade Print Shop Supervisor
BBA, Cum Laude - Faulkner University, Montgomery, AL
Member - Search Engine Marketing Professionals (SEMPO)
Member - American Marketing Association
Executive Director - Content Management Professionals
Board of Directors - OASIS Open, Inc.
Board of Directors - American National Standards Institute (ANSI-X9)
Financial Services Task Force - Object Management Group
Standards Delegate - United Nations/Cefact International Trade & Business Processes
Member - Financial Services Technical Committee (FSTC), Universal Value Exchange (UVX)
Member - Trade & Business Process Group 5, Finance Domain, UN/CEFACT
Member - BITS Financial Services Roundtable
HONORS / AWARDS
White House Office of Science & Technology Policy, Roundtable Guest
Mobile Maven Award, Mobile Computing Magazine
"Scaffolding the New Web: Standards & Standards Policy for the Digital Economy," RAND Science and Technology Policy Institute (Reviewer)
"Close the Loop on Clean Cooling Water," Plastics Technology Magazine, December 2004 (Author)
Information Week, Wall Street Journal, London Financial Times, et al — Interviews