Jeannie Dougherty

JEANNIE DOUGHERTY Ma rket i ng Di rec t or https://www.hellodigim.com CAREER SUMMARY Growth marketing leader with 10+ years scaling pipeline and revenue across healthcare, healthtech, and service industries. Proven ability to design and execute full-funnel strategies that combine SEO, demand generation, ABM, and lifecycle marketing. Known for turning insights into scalable campaigns, leading lean teams, and driving measurable results in fast-paced, mission-driven environments. EXPERTISE Demand Generation | Account-Based Marketing (ABM) | Lifecycle & Email Marketing | Paid Media Strategy | Conversion Rate Optimization (CRO) | Marketing Ops (HubSpot, Salesforce) | SEO/SEM | Funnel Analytics & Dashboarding | Content Strategy & Thought Leadership | AI Tools for Marketing TECHNICAL SKILLS Active Campaign | Ahrefs | Campaign Monitor | Constant Contact | Crazy Egg | GetResponse | Google Analytics (GA4) | Hotjar | HubSpot | Looker | MailChimp | Moz | Optimizely | Pardot | Screaming Frog | Semrush PROFESSIONAL EXPERIENCE FOUNDER & DIRECTOR OF MARKETING | DigiM Marketing Nov 2017 – present I lead growth strategy and execution for health care, healthtech, recruitment, SaaS, finance, and B2B clients, with a core focus on pipeline acceleration, lead conversion, conversion paths, and sustainable revenue growth. As the founder of DigiM, I operate as a boutique consultancy, providing customized marketing solutions to businesses seeking measurable results through performance marketing, demand generation, and lead generation. • • • • Launched omnichannel campaigns (SEO, paid search, paid social, email, content) driving up to 5,300% growth in MQLs within 12 months Designed ABM and paid strategies that significantly improved lead quality and accelerated conversion velocity, applying attribution models to track success Built and optimized email nurture and reactivation flows, increasing conversion rates by 161% within 6 months using automation tools. Developed and automated analytics dashboards (GA4, Looker, Hotjar) and marketing analytics reporting to continuously monitor and improve marketing performance Key Achievements: • Conducted UX/UI audits and implemented actionable changes that enhanced website usability, website optimization and conversion rates • Advised on martech stack improvements, including HubSpot, ActiveCampaign, and custom integrations • Delivered SEO and content strategies that expanded organic reach and improved SERP rankings across multiple industries while maintaining brand consistency and driving brand engagement Client highlight: Over 3.5 years, I built Next Move Healthcare’s marketing engine—driving campaigns, automation, and lead growth as they scaled nationally. I leveraged storytelling and agility in strategy to support their marketing roadmap and evolving goals. HEAD OF DIGITAL MARKETING | Next Move Healthcare Built the marketing function from zero to full-funnel engine at a travel nurse staffing firm (healthcare B2B2C). • • Oct 2019 – Nov 2022 Scaled site traffic from ~170K to 1M+ annually within 18 months, increasing MQLs from 200 to 3,000+/month through acquisition and retention initiatives Brought SEM in-house, saving ~$75K annually and 6X-ing lead volume within 6 months while improving ROAS • • • • • • • • Delivered measurable growth that supported national scaling and positioned Next Move as a competitive leader in healthcare staffing. Built the marketing function from zero to a scalable, full-funnel growth engine for this travel nurse staffing firm (healthcare B2B2C). Focused on pipeline acceleration, lead quality, lead strategy, and conversion velocity across channels, while applying actionable insights, a bias for action, and a visionary approach to growth. Launched segmented lifecycle campaigns based on candidate journey data, leveraging emerging platforms and LinkedIn. Grew organic traffic through SEO site structure, technical fixes, SEO copywriting, and content strategy integrated into the marketing tech stack Led CRO audits and A/B tests and test strategy frameworks that boosted conversion rates across key pages and supported drive retention Built C-suite analytics and reporting via GA4, HubSpot, Looker, Hotjar and Salesforce, emphasizing data storytelling, and storytelling for measurable impacts Managed a small team with strong team leadership, collaborator and communicator focus, partnering closely with Sales, Ops, and Tech to prioritize trends and frameworks. REGIONAL MARKETING MANAGER | Providence St. Joseph Health • • • • • • • • Oct 2016 – Nov 2017 Directed a $500K, 12-month website consolidation, merging 9 sites into 1 and boosting clinic web traffic 20% in the first 6 months post-launch. Drove to regional growth by implementing lifecycle campaigns, offline channels, and community engagement Led end-to-end regional marketing for five hospitals and clinics across Northern California, including Santa Rosa Memorial and Queen of the Valley. Designed unified analytics and reporting dashboards in GA4 and Looker Managed integrated marketing: paid search/social, direct mail, print, billboards, & events across OB-GYN, Orthopedics, primary care clinics Launched digital campaigns (SEM, social) with in-house team setup Executed direct mail and print to support increased foot traffic and patient care awareness Coordinated with vendors for billboard placements and regional outreach events Key Results: • Consolidated nine websites, increasing combined traffic by 20% within 6 months • Elevated regional brand presence and led campaign strategy for multiple service lines SENIOR ASSOCIATE, MARKETING & COMMUNICATIONS | Alameda Health System • • • • • Oct 2014 – Oct 2016 Transitioned social media and website management in-house within 9 months, saving $150K/year and tripling audience engagement Executed integrated campaigns to promote specialized programs and highlight Highland’s status as a UCSF-affiliated teaching hospital and Level 1 trauma center. Oversaw regional marketing for Alameda Health System, managing campaigns for 5 hospitals and 4 wellness centers across Alameda County. Managed multi-channel campaigns to increase awareness of specialty services like acupuncture, food-as-medicine, and teaching at Highland Hospital. Built a system-wide intranet within 12 months, streamlining forms, documents, and C-suite updates to improve cross-department communication Key Outcomes: • In-sourced web and social media, cutting costs and boosting engagement within the first year • Built an internal platform that simplified operations and communication • Strengthened community awareness of AHS’s unique offerings and mission WEB CONTENT MANAGER | Keas Directed a 10-person content team, delivering health engagement tools to 100K+ users within the first 12 months Aug 2012 – Oct 2013 • • • • • • • • Improved user retention within 6 months through optimized content UX, personalized health messaging, and adaptive email sequences Led web content strategy for Keas, managing content for health apps and the website to drive engagement, retention, and alignment with business goals. Designed and executed a content strategy that integrated gamification principles, health guidelines, and user motivation science Collaborated cross-functionally with product, design, and engineering to align content with app functionality Implemented content A/B testing to refine tone, format, and placement for higher engagement Developed editorial standards and style guides to ensure consistency across app, site, and emails Managed the CMS and publishing workflows to ensure timely, accurate deployment of new content Analyzed engagement metrics (e.g., session length, click-through, task completion) to drive iterative content improvements EDUCATION Bachelor of Arts | Advertising | San Francisco State University SELECTED HIGHLIGHTS • • • • Drove 5,300% increase in qualified leads for a healthcare client via SEO + funnel optimization Saved $75K+ by in-housing paid media; increased SQLs 6X Led full-site SEO and UX revamps driving 1M+ annual visitors Implemented HubSpot workflows and lead scoring across segmented journeys AWARDS • • Next Level Performer | Next Move Healthcare | December 2021 Service Team Award Recipient (STAR) | Alameda Health System | March 2016 PROJECTS Next Move Healthcare: SEO Strategy & Execution Date: 01/2018-12/2020 Budget: N/A (integrated with broader digital marketing budget) Team: Led SEO strategy and managed collaboration between content creators, developers and paid media team Project Scope: Developed and implemented a comprehensive SEO strategy designed to scale organic traffic, drive qualified leads, and support national expansion of Next Move Healthcare. Key Activities & Deliverables • Conducted technical SEO audit and implemented site architecture improvements, enhancing • crawlability and site speed • Led a content strategy targeting high-intent keywords for key service lines and geographic markets • Optimized metadata, internal linking, structured data, and page layouts for SEO best practices • Collaborated with developers on schema markup and mobile-first optimizations • Integrated SEO with paid media and CRO efforts to ensure cohesive funnel performance Key Results • Scaled organic traffic from 170K to over 1M+ annual visits • Increased SEO-driven conversions from 14K to 36K per month • Achieved first-page rankings for priority keywords in highly competitive healthcare staffing vertical • Strengthened domain authority and local SEO presence in target markets Next Move Healthcare: Email Campaign Strategy & Execution Date: 01/2018-12/2020 Budget: N/A (integrated with broader digital marketing budget) Team: Directed email marketing strategy and content; collaborated with designers, CRM specialists, and internal stakeholders to ensure alignment with broader marketing initiatives. Project Scope: Planned, developed and executed segmented, automated, and timely email campaigns to promote new state licensure opportunities (e.g., California), feature “Hot Jobs” and high-demand assignments, re-engage former and inactive nurses with personalized offers, and support clinic launches and drive awareness of new service lines (e.g., OB-GYN). Key Activities & Deliverables • • • • • Managed and optimized an email list of 100K+ travel nurses, ensuring deliverability, compliance, and engagement Developed and deployed targeted newsletters and automated email workflows (e.g., Hot Jobs Newsletter, re-engagement flows) Designed A/B tests for subject lines, CTAs, and content structure to maximize performance Implemented personalized offers (e.g., sign-on bonuses, paid time off incentives) based on audience segmentation Integrated email campaigns with CRM and website analytics for end-to-end performance tracking Key Results • • • Consistently achieved 40%+ open rates (well above healthcare staffing industry benchmarks) Drove 5× growth in contract sign-ups via segmented re-engagement campaigns Boosted appointment bookings for expanded clinical services by 20% Next Move Healthcare: Full-Funnel Conversion Rate Optimization Date: 01/2019-12/2019 Budget: $150K Team: Collaborated with a cross-functional team of ~8 (content strategist, designer, developer, SEO analyst, email specialist) plus internal stakeholders in marketing and operations. Project Scope: Tackled Next Move Healthcare’s stagnant traffic and low lead volume by executing an end-to-end full-funnel CRO and growth marketing strategy. Key Activities & Deliverables • • • • • • • • UX & Funnel Audit: Conducted heuristic UX evaluations, heat-map and flow analysis (Hotjar), and GA4 data reviews• Identified funnel drop-off points across landing pages, forms, and calls-to-action A/B Testing & Page Optimization: Designed and implemented A/B and multivariate tests using Optimizely & Google Optimize; Refined headlines, CTAs, layouts, trust signals, and form layouts to reduce friction Landing Page & Funnel Redesign: Led mobile-first redesign of key pages; Aligned copy to target audience pain points and brand voice SEO Alignment: Coordinated with content and SEO teams to target high-intent keywords; Ensured landing pages with improved UX were optimized for search visibility (title tags, meta descriptions, structured markup) Email Automation & Retargeting: Built nurture and re-engagement flows via HubSpot; Aligned email triggers with site behavior to re-capture drop-offs Paid Channel Coordination: Worked with SEM ads and social campaigns to drive traffic to optimized landing pages; Ensured messaging and design consistency across paid channels Reporting & Iteration: Monitored KPIs via GA4, Looker Studio, Hotjar heatmaps; Executed monthly optimization cycles based on emerging data Key Results • • • • Traffic: Grew from ~170K to over 1M annual visits Leads: Increased from 200 to 3,000+ leads/month (15x growth) SEO Conversions: Monthly conversions from organic traffic rose from 14,000 to 36,000 Email Conversion Rate: Boosted from 13% to 34% within 90 days