Kelcey Leach

KELCEY LEACH Marketing Portfolio-- ABOUT ME I am a marketing professional experienced in brand management, inbound marketing, project and product management, and strategy development. My work history in various industries has equipped me with valuable insight into differing perspectives when it comes to marketing strategy and customer experience. I love evaluating past performance to make smarter decisions for future strategies. In addition to my passion for marketing, I love traveling and dogs (all breeds, but especially Beagles), and enjoy hiking and being outside in the summertime. I love a good horror movie and need the occasional time to myself with a great book. MARKET RESEARCH AND REBRANDING I initiated, led and completed the first market research study Virginia Military Institute had undertaken in 13 years with the help of creative agency, SimpsonScarborough. Findings from the study were used to create new branding guidelines, including strategy drivers, messaging, and visual elements. The updated brand guidelines were then used to create a new viewbook for the institute. DIGITAL CONTENT TRANSFORMATION I managed the launch of a digital platform for prospective students of VMI, called InsideVMI. Using this secure portal, prospects can get information about VMI and interact with VMI ambassadors. The portal content included informational articles, photos, videos, discussion forums, social feeds, and more. After launch, I managed, updated, and added content regularly through a native CMS portal. After analyzing one year of data, we found that prospective students that used InsideVMI were 24% more likely to deposit than peers not using the digital platform. CONTENT MANAGEMENT I've created content calendars in varying formats, such as the above example using Airtable. I've maintained and updated websites using Wordpress CMS and also have experience with inhouse designed CMS. CONTENT CREATION My experience with content creation includes the following: social media postings, press releases, blog posts, website copy, print material copy, and email marketing. SOCIAL MEDIA MANAGEMENT I have extensive experience managing social media accounts on Facebook, LinkedIn, Instagram, and Twitter via Sprout Social. While at VMI, I increased Instagram engagement per user by 266% year over year. At Silverchair, I grew social media engagement across multiple channels by 289.9% compared to the same period of time prior to my arrival. EMAIL MARKETING OPEN RATE I've created numerous successful email marketing campaigns utilizing Mailchimp to promote annual conferences and client meetings. Here is an example of a campaign focused on the logistics of our client meeting. This particular email ended up performing significantly better compared to our own averages and industry performance for open rate and click rate (see stats to the right). CLICK RATE WEBSITE STRATEGY I developed a plan and recommendations to update a website that was confusing and text heavy. I presented the plan to executive leadership and then worked with our partner creative agency to develop a website mock up based on my ideas (I'm unable to share the mock up as the project is still in progress). Goals were determined using Google Analytics for the current site and included increased sales inquiries, improved user experience, and increased traffic to product and career pages. These goals will be used to measure performance upon the site's launch. LANDING PAGE CREATION I've created numerous landing pages for marketing campaigns utilizing Mailchimp. This example was used along with an email campaign to promote early registration for our annual conference. The campaign resulted in 52.6% of landing page visitors subscribing to the email list to pre-register for our conference. CRM SYSTEM MANAGEMENT I have years of experience utilizing CRM systems in varying capacities. I've been on teams that have launched new CRM systems and I'm a certified administrator for Microsoft Dynamics CRM. I'm also skilled in using Salesforce to communicate with and manage members in my volunteer work, and I've developed strategies for launching CRM systems at organizations that did not have them. WORK EXPERIENCE Silverchair,- Marketing Manager Virginia Military Institute,- Marketing Director Marketing Manager nTelos Wireless,- Strategic Planner - Customer Experience Product Planner SKILLS Marketing Strategy Content Marketing Brand Management Social Media Customer Experience Analytics Project Management EDUCATION VOLUNTEER WORK James Madison University,- MBA, Innovation Team Red, White & Blue, 2015-present Manage volunteer leaders, plan monthly events, manage chapter using Salesforce CRM, manage social presence, provide support for chapter members James Madison University,- BBA, Marketing LET'S CONNECT Email-Phone Number - LinkedIn linkedin.com/in/kelceyleach/