Lena Gerber: Digital Marketing Manager in Denver, CO

Lead all digital strategy for organization and 8 units, including website, social media, email marketing, advertising, and content creation.

• Responsible for content, copywriting, and editing for all distribution channels including social media, blog, website, advertising campaigns, print materials, press releases, videos • Directed LI & FB ad campaigns (budget of $15,000 over 6 mo for 2 campaigns) including remarketing and split testing resulting in ~900 leads. CPAs for campaigns were $14.83 and $37.74 • Editor and strategist of the Newsroom (business-news.ucdenver.edu), which publishes between 80-90 posts/year with 103 average views/story and 21,000+ unique visitors annually • Managed all social media accounts from strategy to posting - Follower increase: Facebook 55%; Instagram 467%; Twitter 138%; LinkedIn 34% - 4.7m total impressions, increased by 76% over two years; Average impressions per post by channel: Twitter 404; Facebook 3,900; Instagram 630; LinkedIn 930 - 43k total engagement, increased by 300% over two years; Average engagement per post by channel: Twitter 6.6; Facebook 22; Instagram 36; LinkedIn 14 • Designed and wrote email marketing campaigns throughout entire customer journey for 9,000+ leads annually for Business School - Built 3 lead nurturing campaigns (5 emails/program) with 52% OR and 12.5% CTR - Created student newsletter (~2,500 subscribers) with 40% OR and 3.3% CTR - Developed plan for alumni communications, through creation and optimization of quarterly newsletter (~13,000 subscribers) with 15% OR an 1.2% CTR • Major contributor to new website in Drupal using SEO/accessibility best practices, recommending new design, developing messaging for all programs, and writing copy for entire site • Developed messaging strategies (communication objective, target audience, funnels, promise, key message, support points) for all graduate and undergraduate programs • Managed and trained seven student workers over the course of two years

Developed and implemented marketing strategy to expand current client base and increase brand awareness

• Developed marketing strategy and content for website, newsletter, and other marketing materials • Directed the organization name, branding, logo, and all other design aspects relevant for branding strategy • Assisted with direction of the strategic development of nonprofit