Rachelle Backer

Rachelle Backer www.linkedin.com/in/rachellebacker Summary Marketing professional with 15+ years in digital strategy, social media, and campaign management. Adept at using datadriven insights to drive strategic decisions and identify growth opportunities. Key Skills Project Management | Social Media Planning and Execution | Campaign Planning | Integrated Marketing Strategies | Strategic Data Analysis| Content Strategy | Customer Experience | Managing Information | Problem Solving |Ecommerce |Digital Marketing | Cross-Functional Team Collaboration | Microsoft Office Work Experience Integrated Marketing Manager January 2021- September 2024 Pentair, New Brighton, MN Develop and execute strategically integrated B2B/B2C marketing plans through customer-focused content with paid, owned and earned strategies to drive business growth. - Generated a 6% increase in impressions and a 27% increase in website traffic. - Optimized lead generation strategies to capture high-quality leads and boost conversion rates. - Develop tools and content that increased contact capture by 6%. - Maximize communication channels to ensure key messages reach the right customers effectively. - Create new product development launch plans and execute successful releases into the market. This involves defining target audiences, key messages, and channel strategies to maximize impact. Social Media Manager November 2014 – February 2020 Best Buy, Richfield, MN Develop strategic multi-platform social plans using analytics and real-time feedback to design customer-focused, engaging content and messaging strategy. - Grew Best Buy’s paid and organic social presence from 2 platforms to 7. - Built our social presence from text only tweets to live videos and Instagram stories which allowed us to monetize placements. - Collaborate with marketing partners to develop a content calendar that supports social measurements and brand marketing plans. - Develop a social content roadmap including social campaigns and content promotions through both organic and paid channels. - Establish strategic partnership opportunities with Twitter, Snapchat, Instagram, Facebook etc. to deliver business goals. - Implement and administer 5 SaaS programs (Opal, Khoros, Bl.ink, Curalate and Netbase) which reduced manual processes in data collection and content publishing. - Analyze new social media and content marketing trends and integrated into strategy as appropriate. Site Marketing – Target.com February 2008 – November 2014 Target, Minneapolis, MN Develop and execute strategic marketing plans and initiatives to increase sales and conversion for Target.com. - - Built strategic plans using a combination of web analytics, customer search/browser behavior, financial and promotional data, merchandising and Target Enterprise initiatives. Continuous monitoring of business to adjust as needed to reach objectives. Implement and optimize site merchandising strategies that focus on conversion, findability, and maximizing guest engagement. Develop A/B tests for Target.com global navigation to increase site traffic and customer satisfaction and conversion. Plan brand-building, category-optimized site content, partnering with category leaders within Merchandising and Marketing to ensure alignment across the enterprise. Provide business inputs and context to creative teams for execution, ensuring content is revenue-driving, on brand, and impactful. Monitored Key Performance Indicators (KPIs) across all devices and platforms, guest behavior, market trends, and competitive insights to optimize short-term performance and to inform longer-term strategies. Established strong relationships across cross-functional and category teams to influence and leverage other teams within the broader organization to advance digital objectives. EDUCATION Master of Business Administration (MBA), Marketing Capella University, Minneapolis, MN Bachelor of Science (BS), Consumer Science Colorado State University, Fort Collins, CO CERTIFICATIONS HubSpot Reporting 8/5/2025 Google AI Essentials 8/20/2025 PROFICIENCY IN THE FOLLOWING TOOLS: Salesforce Adobe Analytics Google Analytics Constant Contact MailChimp Workfront Adobe Digital Asset Manager Khoros