Projects
Business Re-Organization
Led the re-organization of The McGill Advisory business structure through the creation and consolidation of job roles and updating of operational processes and protocols to optimize business efficiency and employee resources.
Email Campaigns and Customer Journeys
Updated and created automatic email campaigns and the corresponding copy to guide customers down tailored journeys with the intention to nurture leads and increase conversion rates, foster subscriber engagement and increase retention rates, retarget former subscribers, and upsell higher-cost services for other business units.
Integrated Marketing System
Led a cross-company team in the development of a custom marketing system within our shared custom CRM/CMS system. This included coordinating with third-party developers to create a lead scoring system that integrated with our website, query engines for custom reporting, default KPI dashboards, and an integrated email management system to replace our Mailchimp account.
Holistic Marketing Strategy
Re-evaluated target market and identified underserved demographics. Created buyer personas for all products and services across the McGill & Hill Group consortium. Created a paid and organic marketing strategy to capture leads for all business units within the McGill & Hill Group consortium for all target client personas across all stages of the buyer journey and customer lifecycle.
Salesforce CRM Migration and Website Build
Assisted as member of cross-company team in the creation of a shared Salesforce CRM. Led the creation of a new website and creation of a newsletter member portal within Salesforce. Created and provided detailed wireframes of the website, member portal, and profile pages to outline desired UX. Head liaison for data migration from custom CRM to Salesforce.
