Background & Experience

Dynamic, collaborative marketer + a hint of sales with 18+ years of experience and a keen aptitude for transforming organizational goals into measurable results. Proven success working with cross-functional teams and bridging the gap between internal and external organization partners to design marketing and measurement solutions that yield higher visibility, engaged clients, and new business.

Passion for helping companies take action and amplify their brand presence by implementing, analyzing and optimizing marketing and sales campaigns. Strong ability to gain buy-in by providing creative thinking backed by best practices, third-party research and testing to develop and drive fully integrated marketing programs.

katherine.lundeen@gmail.com | 312.363.9922 | Message Me

Freelance Marketing & Consultanting

• Work with clients to identify opportunities to improve their marketing organizations including strategy, structure, needed resources, digital and content tactics, and marketing and sales processes.

• Drive market and competitive research projects including conducting surveys, un/moderated and live interviews with the goal of helping inform product design and usability. Summaries and results were used to create compelling content for marketing and key client/prospect presentations.

• Lead planning, budget management, and execution for client’s largest annual industry event.

• Full service design, development and execution:

  • Sales and marketing support – sell sheets, presentation decks, PowerPoint templates, site and landing pages, blogs.

  • Promotional and prospect/customer nurture email development - reactivated 80% of customer list, compiled content in <2 weeks. to provide more than 6 months of additional nurture emails.

  • Google Ads (search, display, and multi-format video) campaigns.

    ⌞Reduced Cost per Conversion by 71% from program start / 20% average decrease MoM

    ⌞Improved CTR 65% for Search and 189% for Display from program start and consistently MoM

  • Landing page wireframe, design guidance, and subsequent Google Optimize testing.

  • SEO and social media support.

  • Full scale website redesign for small businesses.

• Audit clients’ websites then provided strategic direction, visual design and html development support.

• Brand design guidance and materials templates including PowerPoint, Google Docs, Data Studio.

Clients: MAX Digital, Business Talent Group, USG (as part of Tell Your Story), Quad Indoor Sports, Elemeno Farm & Resort, Evanston PTA Equity Project

Consultant / Head of Marketing Operations & Demand Generation

• Initially acted as a consultant (May-June) to help asses, and later (full-time in July), define, update and secure: new team structure, internal/external resources, and marketing operations and sales processes.

• Established objectives, collaborated on, and put in place new inbound marketing strategy and MQL processes to warm up and nurture leads including training processes and materials.

• Advocated for, vet, and on-boarded new Digital/Marketing Automation lead and VP of Marketing.

• Established and managed KPIs, reported insights and worked with Execs to optimize company wide.

Director of Client + Partner Marketing | 9/2015 – 4/2016

• Collaborated to develop strategy and tactics to transform clients and partners into brand advocates.

• Engaged clients and partners to run cross-promotional marketing campaigns.

• Designed and developed customized, highly-targeted presentations and collateral for US, EU and LATAM Sales, Client Solutions, and Business Development teams.

Director of Marketing (as MyBuys) | 7/2014 – 9/2015

• Led team of three in the development and execution of comprehensive plan to drive leads and brand awareness across channels (SEM, paid/organic social, display and retargeting, print, digital content, sales materials, industry and partner events).

• Worked to provide full visibility into marketing program results and measure campaign and channel effectiveness, pipeline contribution, and ROI.

• Drove design and implementation of a comprehensive lead-gen campaign tracking, follow-up, and closed-loop reporting process.

Director of Digital Marketing & Analytics

• Worked with senior management to articulate strategy for growing B2B and B2C digital brand, content, product awareness, sales, and lead generation.

• Drove cross-channel digital marketing across business units including online store and on randmcnally.com. Drove 74% of B2B leads 2012, 48% through Q1 2014.

• Worked cross-functionally to help revamp digital asset design and launch a new corporate website including education and online store divisions.

• Established and managed KPIs, analytics standards for data collection, metric requirements process, reporting, and training and success metrics.

Client Services Manager

• Managed and executed full process of website optimization from test design, creative and technical development to implementation, QA, and data analysis.

• Responsible for management, retention, growth, and testing strategy for top clients including Betty Crocker, Pillsbury, BoxTops for Education, myFICO, and Progressive Insurance.

• Performed consultative selling; identifying opportunities for upsell and cross-sell to continuously improve results and solve clients' business problems.

• §Streamlined client onboarding by designing a Quick Start package and developing a testing and personalization roadmap to help guide clients through defining goals/KPIs, test plans, and prioritization.

Strategic Account Manager | 1/2008 – 2/2009

• Analyzed and audited clients’ website content and made strategic recommendations to ensure prospects’ needs were being met at all stages of the buying cycle.

• Managed and led team in implementing client specific roadmaps for multi-dimensional projects including web analytics, SEO/SEM, site architecture, content, design, and usability.

• Consulted to help clients increase revenue by identifying opportunities that align with business goals, mapping goals to each stage of the customer life cycle, and defining KPIs to measure success.

• Fostered relationships with and played leading role in growing top grossing accounts.

Marketing Analytics Manager | 1/2006 – 12/2007

• Analyzed user behavior, effectiveness of online marketing and site usability across packaged goods, healthcare, commercial finance and software industries.

• Implemented, planned and consulted on custom web analytics (Adobe, WebTrends, Google) installs to assess the effectiveness of the overall site architecture.

• Initiated the design and managed the process, development and implementation of interactive dashboards/reporting templates for top grossing accounts.

Client Solutions Manager | 12/2003 – 12/2005

• Planned, executed and audited online marketing strategies for major brands including GE Capital, Dow Chemical, DuPont, Right at Home, and others.

• Created strategic architecture plans for analytics implementation based on client goals.

• Designed processes and tools for streamlining website content audits, web analytics tag creation, and SEM implementation.

DePaul University, College of Commerce | 1998–2002
Bachelor of Science in Commerce, Marketing | Honors Program: Integrated Marketing

The Art Institute Online | 2007-2010
Diploma, Web Development & Design; proficient in HTML, CSS, Photoshop

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