Karen I. Dorst
3595 Blenheim Street
STRATEGIC, RESULTS ORIENTED DIGITAL MARKETER
A leading marketing expert in integrated programs for branding, CRM and lead generation / sales. Instrumental in increasing awareness, sales, and customer satisfaction, improving margins, and establishing the infrastructure for business success. A rare breadth of digital experience from strategy and creative to analytics:
· across all channels—online, direct, print and TV;
· industries—financial services, tech, pharmaceutical, travel, consumer products, retail, teleco and publishing;
· disciplines—branding, lead generation, sales, customer relationship management, program pricing, and analytics;
· and also companies—large and small agencies, clients and content providers.
A recognized problem solver, developed new business products and marketing programs, financial pricing models, operating procedures, and standardized processes and approaches for evaluating and analyzing program effectiveness that have become industry standards.
Chief Marketing Officer 7/2009 to Present
Leading brand transformation from individual-based company to corporate brand. Responsible for comprehensive refresh of branded marketing communication materials across all channels from websites and sales sheets to email and online videos. Restructure and lead marketing department to execute acquisition programs and improve conversion of subscribers to buyers.
§ New brand and marketing strategy from identity, customer personas and product value positioning to website consolidation and conversion. Improve conversion email response metrics both for acquiring new subscribers and converting them to buyers and improve traffic with SEO and PPC tactics; proving ROI on PPC as foundation for paid advertising program.
§ Led creative design and development to establish new brand in copy tone and design from web to sales materials and customer communication. Refreshed products to change tone to match new brand.
§ Establish analytics and reporting foundation for online campaigns for new subscribers and member communication.
§ Restructure marketing department for increased efficiency
§ Redesign website, optimizing for search engines with product and editorial content managed in content management system, new brand positioning, product value differentiation to align with customer needs.
§ Demonstrate 3 month ROI for paid advertising to acquire buyers via PPC and conversion email series.
Mansueto Digital, NewYork
Associate Publisher 10/2006 to 11/2008
Created and led a marketing department for the online division of Mansueto Ventures, digital publishers of Inc.com, IncTechnology.com, IncBizNet.com, FastCompany.com, FastCompany.TV and Scobleizer.com. Crafted sales propositions for both social networking and online video content as a value for businesses and advertisers; developed brand positioning, sales collateral, pricing models and standards for client service and program management. Increased sales and margin by creating efficient pricing model for integrated programs and sponsorships.
§ Led online strategy and creative development for custom online programs for clients from American Express OPEN and Principal to UPS and Rackspace, from custom content, to sitelet design, social media and contests.
§ Established and led collaborative team to develop cohesive integrated programs—increased revenue and improved close rates. $17MM in sales over two years; online close rate up 60% year over year.
§ Led design for new sites and refreshes of existing sites to increase visits and improve usability
§ Improved client satisfaction with program management standards, standard analytics reports and regular communications; metrics to demonstrate social media and online video campaign effectiveness
§ Generated over $900k in first 6 months with sponsorships of newly launched FastCompany.TV; overall sales increased from $7MM to $10MM year over year.
RMGConnect, NewYork SeniorPartner,
Operations Director 9/2005 to 6/2006
As part of the management team, led the turnaround of a newly formed WPP agency specializing in digital and direct response marketing; a division of JWT.
§ Led digital creative and development for websites and online awareness and acquisition campaigns
§ Set up digital marketing department—roles/responsibilities for project and account managers, scope process, strategy, creative design and production
§ Combined new uses of technology with existing programs to improve results for e-commerce and financial sites, including T. Rowe Price, Merrill Lynch and HSBC. Both lead gen programs and CRM program for all stages of the customer life cycle.
§ Acquired new business and retained existing clients with focused marketing programs and campaign quality.
§ Facilitated company reorganization as key member of senior management team reporting directly to the president; hired and trained online producer and print production staff in best practices resulting in improved project management team and protocol and better client service and increased profits.