Virginia Shaffer's Resume and Portfolio 2013 Portfolio & Resume | Page 5

Marketing Strategy
A marketing strategy is often confused with a marketing tactic. Having a tactic means you’re able to execute on a daily basis. Having a strategy is a mission and plan for the future. Before I joined Enhesa in 2010, the company had a marketing tactic, but no strategy. I worked with the Marketing Director to build a strategy that reflected the mission of the company—problem solving for multinational regulatory compliance. The new strategy took over a year of closely analyzing annual tactics and launching large internal and external communication campaigns.

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After a considerable analysis of our email campaigns in 2012—release times, subject line, visual layouts, graphics, opt-outs, topics, user preferences, etc.—I made recommendations on a full email marketing schedule for 2013. Reorganization and template changes increased email opens by 3-5% (from 15-17% to 20%) over the last 9 months.

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When I joined Enhesa, I championed for new marketing initiatives like: ? Upgrading the Salesforce Software Subscription,

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Incorporating new video tools like Brainshark, Employing Constant Contact for mass mailings, Embracing a digital platform for content, Initiated the start of a new website redesign (in progress) and acquiring Hootsuite for social media.

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Upon my initiative in starting a private LinkedIn group for Corporate EHS Managers, LinkedIn is now a source of 10% of Enhesa’s annual sales.

These efforts contributed to the company’s expansive revenue g &?wF??b#RW"?V"6??6R#???#"??v2&?fVBF?7&VFRF?R?&?WF??rFW'F?V?N( ?2f?'7B?WfW"??V?'VFvWB?F??2??f??fVBgV????6?2?b$????WfV?G2??&?WF??r6??v?2?G&fV?F??R??B?&?WF??rF???2??6?fVB6?7G2'?RR?v??6??Bf?"F?R6????( ?2?WrvV'6?FR&VFW6?v???&?WF??rv2F?Rf?'7BFW'F?V?BF?WfW"F?R??F??26???V?vR?gFW"??6?'?&F??r?WrF???2F??&?WBV??W6vV&??'2?FWfV????r?Wr'&?B?BFV??FRf?"F?R&W6V?FF???2?&W7G'V7GW&??rF?R6??FV?B???6?'?&F??r??&W76?fR7V?W'2?v?&???rv?F?'F?W'2??B7&VF??rgV???????r&?6VGW&R????7&V6VB&Vv?7G&?G2'?#R?g&???fW&vR?b#&Vv?7G&?G2??#F?c&Vv?7G&?G2W"vV&??"??#2??F?RvV&??'2?6?vV?Bg&???fW&vRS"RGFV?F?6R&F??F?cRRGFV?F?6R&F???