Vera Johnson: DIRECTOR OF MARKETING in San Diego, CA

Recruited into this newly created brand and marketing leadership role to oversee brand management and strategy, its execution internally and externally to drive the mission and build brand strength. Direct integrated campaigns that deliver an increase in acquisition and conversion rates and manage margin performance across various revenue lines. Lead overall strategy for the eCommerce, direct to consumer, digital marketing, and philanthropic marketing plans.

Served as the brand compass with the primary goal of ensuring authenticity and local strategic differentiation while supporting the global Hilton brand identity. Led digital brand campaigns, seasonal go-to-market plans, content, and channel marketing. Created service ethos, listening and response strategy, and community playbook managing inbound and outbound consumer engagement.

Developed and advanced full-funnel digital marketing programs across (paid/owned/earned) channels and touchpoints to maximize traffic, demand, engagement, conversion, retention to grow and scale the business opportunities for AAEPA clients.

Creative leader on owned media campaigns for all clients. Direct strategies to test, optimize, and scale performance marketing efforts across paid social, programmatic, SEO/SEM, content syndication, and affiliate marketing to generate demand. Successful in scoping, developing, and managing sophisticated and innovative paid social campaigns across platforms and in multiple verticals.

Drove the design, implementation, and monitoring of omnichannel marketing campaigns and promotions to drive incremental revenue and margin for the clinical diagnostics market. Designed earned media strategy increasing impressions in relevant healthcare publications.