Marketing Planning and Metrics

With 10 years of experience in communications and marketing, I have had the opportunity to guide and influence marketing strategies, plans, and tactics in higher education. If you are unfamiliar with higher education marketing, it is similar to B2B marketing in that the decision process is long, customers want to be educated, detailed content is required, and ROI matters. 

The metrics dashboard project highlights my work to bridge the gap between technical, marketing, and business areas. Our team partnered with Carnegie Dartlett to produce the marketing attribution dashboard. The marketing attribution dashboard was created to help the marketing team and leadership gain better insights into which campaigns and content affect enrollment and engagement. My role on this cross-functional team included ideation, identification of key performance indicators (KPI), and collaboration on the development of a unified approach to tracking campaigns. I also managed pixel placement on the website and have worked to shape privacy policies in alignment with university guidelines, GDPR and the university.

• Employer: Auburn University Harbert College of Business

• Target Audience:  Marketing Team and Executive Suite

• Cross-team Collaboration:  Graduate Programs | Carnegie Dartlett  |  Office of Communications and Marketing

• Tools: GA4  |  Google Looker  |  BigQuery  |  Google Tag Manager  | Google Campaign URL Builder

• My Roles:  Web Manager  |  Digital Marketer

Our team is implemented a Google Analytics 4 Measurement Plan to outline our business objectives and align them with metrics and KPIs. This was a crucial step in building out our BigQuery/GA4 Dashboard. I contributed to the GA4 plan by helping to identify key performance indicators for undergraduate programs and communicating project progress with leadership.

• Employer: Auburn University Harbert College of Business

• Tools: GA4 |  BigQuery  |  Data Studio  |  Figma

• Cross-team Collaboration:  Graduate Programs | Carnegie Dartlett |. Office of Communications and Marketing

• My role: Web Project Manager |  Digital Marketing Team Member

I developed a simple user journey map for our team to help visualize and communicate end-user flow, pain points, and the multiple touch-points a person may encounter as they apply to different programs. This particular user journey map has the potential to assist with the identification of new marketing and communication opportunities as well. 

• Employer: Auburn University Harbert College of Business

• Vendor: Mighty Citizen developed personas

• Tools: Figma

• My role: Web Project Manager  |   Digital Marketer  |  Document Designer

Content Governance Plan

Branding & Style Guide