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Roland King

Digital Marketing - Operations, Analytics & Content

  • About Me
  • Resume
    • Education
  • Skills
  • Projects
    • Operations & Analytics
    • Digital Marketing
    • Communications
  • Portfolio
    • Feature Writing
    • News Writing
    • Media Relations
    • Publication Writing
    • Internal Communications
  • Contact
  • My Github

Resume

Marketing Operations & Analytics Manager

JACS Solutions
2021 – present

Manage entire digital marketing tech stack and responsible for website and database analytics visualization and reporting, as well as the primary content specialist for campaign execution.

  • Doubled inbound Marketing Qualified Leads, with 80% becoming opportunities for sales within 30 days of creation.
  • Developed and implemented strategy for lead scoring and qualification to identify and hand over leads based on behavior and action.
  • Launched industry-specific email campaigns and managed content strategy for each to nurture and warm ZoomInfo leads.
  • Led strategy, development, and writing for website redesign, resulting in more than 150% growth in direct and organic traffic.
  • Created and maintained an analytics ecosystem to integrate tracking and metrics and to easily report to leadership.
  • Developed strategic keyword research and targeting to optimize paid lead generation on social, display, and search advertising platforms.
  • Hubspot admin, responsible for email and landing page development, marketing automations, and database management and strategy.
  • Researched and wrote use cases, white papers, and primers to drive inbound lead generation through content marketing.
  • Supported sales and technical experts with creation of sales enablement marketing materials, such as product data sheets and templates.
  • Supported communication and promotion of trade show and event participation.

Digital Strategy Manager

University of Maryland, Baltimore County (UMBC)
2019 – 2021

Provides guidance and strategic support for all university digital marketing efforts, with focus on undergraduate admissions customer journeys and lead generation.

  • Lead for admissions-focused Salesforce Marketing Cloud (SFMC) implementation.
  • SFMC admin responsible for Salesforce integration and extension building to drive email automation campaigns.
  • Lead email developer and producer, including performance and mail client usability testing.
  • Developed customer personas through data mining and behavioral analysis for admissions-focused targeted marketing.
  • Developed and managed Google Data Studio dashboards for reporting to senior leadership.
  • Project manager and content strategist for campus-wide Web development solutions.

Communications Manager

University of Maryland, Baltimore County (UMBC)
2013 – 2018

Responsible for online communications, email marketing, and website analytics and reporting. Also served as the primary writer for internal communications and event speechwriting.

  • Orchestrated usability testing and survey analysis to inform high-profile campus news website redesign.
  • Led implementation of enterprise internal communications email marketing system, including database scrubbing, template design, and audience segmentation.
  • Managed all day-to-day email deployment, including decision splits and A/B testing on campaigns.
  • Lead writer for all internal communications, including leadership messaging, HR employee communications, event promotion, and crisis management.

Independent Online Communications Consultant

2010 – 2013

As an independent web communications consultant, assisted clients with strategy, design, and development. Specific services include:

  • Website development on WordPress framework, featuring donation management, e-commerce solutions, and content migration and editing.
  • Web hosting, domain registration, and email exchange server setup.
  • Client training and technical writing for support documentation.

Online Communications Manager

National Coalition for Cancer Survivorship
2008 – 2012

Responsible for the strategy, implementation, and development of all online communications, along with writing, editing, and design responsibilities for print and digital communications.

  • Managed all aspects of the research, restructure, and redesign of the organization’s website.
  • Created and monitored search engine marketing campaigns through Google and Facebook.
  • Directed the creation of a smart phone app for cancer patients and survivors that was selected as an Official Honoree of the 16th Annual Webby Awards.
  • Managed a $200,000 marketing and communications budget.
  • Supervised development coordinator, whose responsibilities included donor relations, sponsorships and grants, and reconciliation.
  • Served as chief editor and designer for all print materials.

Communications/Website Coordinator

Greater Baltimore Committee
2007 – 2008

Provided website and publication content and design, as well as writing and media relations support for this highly influential association of Baltimore area business and civic leaders.

  • Oversaw projects to enhance website interactivity and data integration/consolidation.
  • Created HTML and designed print templates for online and print communications.
  • Managed email marketing system and member database.
  • Managed content and design for multiple websites.
  • Wrote news releases, stories, and commentaries.

Publications Specialist

American Red Cross Blood Services, Greater Chesapeake Region
2005 – 2006
  • Provided publications copywriting, design, and media relations support.
  • Managed all print direct mail marketing efforts for the central Maryland region.

Primary Sidebar

Recent Projects

  • Hubspot Automations for Nurturing Leads
  • Hubspot Lead Scoring for MQLs
  • Google Analytics Setup and Reporting Through Google Data Studio
  • SEO Strategy for Organic Lead Gen Growth
  • Salesforce Ecosystem Implementation and Marketing Cloud Automation Strategy

Writing Samples

St. Paul Travelers insurance pitch on employee theft

Motivation enhances employee performance, expert says

Capacity and conservation pivotal to solving Maryland’s energy crisis

The Spirit of the Game

Update from UMBC’s International Education Services Office

  • About Me
  • Resume
  • Skills
  • Projects
  • Portfolio
  • Contact
  • My Github

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