I live in the creative, fast-paced intersection between technology, marketing, and management. It’s a bit of a tightrope walk. One day I’m sketching out wireframes and discussing docker framework with full stack developers as we manage more than 30 websites together. The next I’m brainstorming creative marketing campaigns with program directors and executives charged with 20% growth goals year over year. As a Website Marketing Manager, I walk that line every day while co-leading a team of staff and interns at the University of Utah’s David Eccles School of Business.
Website UX + Strategy
I was recruited to manage the websites at the University of Utah's David Eccles School of Business in 2016, with the initial goal of migrating the sites from Drupal to WordPress. I was new to higher ed, so I spent hours benchmarking against top business school websites and creating a big picture road map. I worked closely with our web developer to design an architecture that would create a unified look and feel, while allowing programs to have their own content and navigation. Then I spent long days and nights migrating content, re-writing copy, re-shooting photos, and writing SEO in our WordPress sandbox. Three months after I started, we launched Eccles.Utah.edu. Not only was our new site responsive and optimized, but we earned a 41% increase in organic sessions and a 22% increase in organic pages per session within one year.
Marketing Strategy + Execution
I understand business goals and the pressure to continually compete against the very best. When I’m not working on websites, I meet with directors to discuss their business goals. Some come to the table with a clear idea for a marketing campaign. Others come in with nothing.
When one of my accounts came to me for help with $2,500 recruitment budget, I knew we needed to stay lean and smart. We launched a paid advertising campaign and conducted daily analysis to optimize ads, increase lead quality and continually improve results. As a result of the campaign, six people applied to the program and to the Eccles School – an estimated 11,394% return on our investment.
Management + Leadership
One of the most rewarding parts of my current role is co-managing a fantastic team of staff and interns. Together, the Associate Director of Marketing and I have more than doubled our team in two years. I mentor each of my direct reports monthly, offering guidance for sticky political situations, and if needed, supporting them in those situations. I’m a team player, through and through.