Utilizing a strategic, creative approach to modern marketing for the brands in your fridge & pantry. Oh, and an award-winning food truck blogger!
Russell Stover Candies
Brand Communications Manager, October 2015 - Present
Before Lindt acquired Russell Stover Candies in July of 2014, the Kansas City-based chocolate company had never communicated directly with consumers. No advertising, no media relations, not even a Facebook page. However, Lindt is known to invest in advertising. When consumers think Lindt, they think "master chocolatier" and have an image of an overflowing chocolate in mind. They brought me on to begin that process here a Russell Stover, develop the foundation, and launch communications for the company. As you'll see below, I've worked with companies with hundreds of millions of dollars in annual sales who were in marketing start-up mode. At Russell Stover, I work with our brand managers and communications agency to plan, execute and analyze paid, owned, and earned media. My role includes a variety of responsibilities that serve to define and progress the master brand.
Digital Marketing Manager - Grocery Jan 2015 – October 2016
B&G is the home of over 35 grocery brands Americans know and love. Forbes named B&G one of America's best small companies, earning $1.5B in annual revenue. I manage all digital efforts for the grocery portion of our business (75% of revenue): Ortega, Cream of Wheat, Mrs. Dash, Emeril's food line, Crock Pot Seasonings, and more. Our multi-million dollar marketing budget is largely dedicated to digital in order to maximize each dollar spent across this large portfolio.
No two brands are the same, so I design a plan for each one and select the appropriate agency partners to help plan and execute digital campaigns. Programs often include: programmatic digital display, e-mail marketing, paid search, a strategic social media mix, web presence auditing, website redesign, and public relations (to name a few). In past jobs, I've executed nearly every tactic we employ, so I understand what is required for success, know the go-to-market timeline, and can anticipate (and plan for) common hurdles.
A crucial element of my work here is building processes and formalizing digital media practices. This includes projects ranging from writing Standard Operating Procedures to developing standard brand guidelines. These behind-the-scenes projects allow us to launch programs more quickly, more effectively, all while better maintaining brand voice and corporate goals.
In addition to my external digital work, I've also designed internal communications that keep our entire company up to speed on our campaigns and brand news.
Laundry Service social media agency
& Blue State Digital
Digital Media Consultant Jan 2014 – Feb 2015
Opportunities at two digital agencies brought me to New York City. I worked as a contractor for Laundry Service, Blue State Marketing. During this time, I had the pleasure of working on iconic brands such as: Purina, Ford Mustang, Godiva, Coalition to Protect American Health Care, Navy Marine Corps Relief Society, and Hunger Is. I consulted on content strategy as well as paid media.
Mike's Hard Lemonade
Content Manager Feb 2012 – Jan 2014
As one of the first hires in Mike's shiny new Chicago headquarters, I was also the first employee dedicated to social media. The brand already had a solid grassroots social media following, but it was my job to grow it into a massive digital community that would later steer the marketing ship.
One of greatest contributions was growing the community from 300k fans to over 1MM through content and paid media. Secondly, I engaged the consumer insights team in the analytics process; together we discovered actionable business insights that aided in a large long-term shift in the company marketing plan.
From the get-go I began to formalize processes and develop tools that would lay the foundation for our campaigns: analytics/reporting structure, legal guidelines for digital content, distributor e-mail newsletter, and a redesigned company website with an e-commerce component.
Strong content strategy amped up by "always on" paid media drove the aforementioned audience growth. Most months, I developed the editorial calendars myself, soup to nuts (strategy, copywriting, graphic design). During peak selling season I would team up with our agency partners to support our most vital efforts of the year on digital channels.
Special projects allowed me to contribute to additional facets of marketing: designing shopper marketing campaigns, creating a VIP program for influencers, collaborating with media partners such as Buzzfeed and The Onion, and writing RFPs for a variety of projects.
Social Media Strategist Aug 2010 – Feb 2012
Opportunities at two digital agencies brought me to New York City. I worked as a contractor for Laundry Service, Blue Chip Marketing, and B&G Foods. During this time, I had the pleasure of working on iconic brands such as: Purina, Ford Mustang, Godiva, Coalition to Protect American Health Care, Navy Marine Corps Relief Society, and Hunger Is. I consulted on content strategy as well as paid media.
Loyola University of Chicago
Bachelor of Arts (BA) Advertising, Spanish, Visual Communications 2006 – 2010
Loyola Marymount University
Spanish 2005 – 2006
Activities: Kappa Alpha Theta
Website Design & Development
PAID DIGITAL MEDIA CAMPAIGNS
Social Media Marketing
Analytics & Actionable Business Insights
Senior Manager of Digital Marketing at Aspen Dental, Community Ambassador at Yelp
Alex is an energetic and eager individual. Her passion for marketing technology is exemplified by her expert commentary and an ongoing ambition to learn more.
Account Executive at elemento L2
Thanks to Alex's vast knowledge in social media she really opened my eyes to what an important role she played in our team. She really taught me a lot about product messaging and what a key role social media plays in it. Her passion for what she does is evident and her cheerful attitude makes her a wonderful colleague.
Account Manager at Vapor4Life
Alex is a very detailed-oriented manager. During my internship I was impressed by her ability to clearly outline objectives and exactly what she wanted from the interns. Alex also demonstrated flexibility and adaptability with the position. At one point she had taken on an unexpected load of work. Despite this setback, Alex never let this phase her. She was still very sharp and never let the extra work interfere with her ability to lead. I hold Alex in high regard and have the utmost respect for her and the work she does.
Content & Marketing Manager at Instant E-Training
Alex is a very bright and polished professional. She is extremely knowledgeable about all aspects of social media. She is an excellent mentor and full of creative ideas. I highly recommend Alex to anyone looking for someone to manage or assist in their social media efforts.