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Barbara Basquill

MARKETING : Digital - Program Manager - Channel and Brand - Content Development & Analytics

Cary, NC

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Work Experience

Marketing Consultant

iDigital Team
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Cary, NC

Digital Market Plan Development and e-Communications 
Optimization on/off page content and code 
Search Engine Marketing Program Management 
Social Media applications and platforms 
Channel and Brand marketing 
Google Analytic reporting: Webmaster Tools, Core Metrics, performance analysis 
Excellence in Web Enterprise 2.0 Technologies Integration 
10+ years' experience in Affiliate and Channel Marketing at enterprise level 
Manage and track internal anc client budgets; tracking reports and ROI measures 
Educate clients on defined research strategies and enhance performance results reporting

Web Marketing & e-Merchandising Project Manager

Lenovo
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2011 to 2011

www.Lenovo.com 
 
Managed web promotions/programming calendar, messaging, production edits, and publishing of rotating banners, featured content areas, and product landing pages for Lenovo.com North America - four (4 )Lenovo websites consisting of 65+ pages. 
Managed membership portals and advertiser-facing web applications to create, task and publish all advertising product merchandising pages. 
Completed strict daily and weekly project deadlines, managing a marketing and web development team of 25 remote and internal personnel. Created Task Management (TM) web documentation for distribution to multi cross-functional and external teams. 
Updated merchandising content on the site that drives promotion pages via content management tools. 
Contributor to all web framework, content, design and marketing changes, additions and edits. 
Performed quality control of all price changes/additions. 
Ensured accuracy of all daily assigned tasks. 
Managed ThinkPad contests, Shop campaigns and weekly promotion utilizing the social Lenovo channels. 
Set price points and e-Coupons and trigger offers for Think system bundles, promotions and coupon offerings. 
Managed route-specific offers and merchandising. i.e. American Express and National Association of Realtors. 
Communicated and published all Alliance Partner Program editorials; PayPal and Google 
Communicated promotional information to extended teams, updating calendar tabs in Excel. Tabs included Homepage rotations, Think Promo details, US Price Points, e-Coupons, US delegation, Unique Affinity Sales and Landing Page URLs tabs. 
Maintained adherence to all deadlines and exceeded web task schedules one month ahead of due dates.

Marketing Manager

Ad-Ventures
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2007 to 2011

Marketing & Communications Director 
Defined and executed core metrics and reporting for measuring online marketing strategy and tactics. 
Researched and applied competitive techniques to identify target audience, viewership, tracking and engaging. 
Created relative and compelling content including online video that is used today in all social media channels. 
Maintained all blogs and RSS feeds, creating highly SEO optimized content that drove search rank to Top Ten SERP positions. 
Monitor all evolving trends in social media sites, tools, and applications 
Maintained log marketing calendar for posts, tweets, and edits; ensuring consistent messaging across all related communication channels. 
Integrated marketing channels using current Enterprise 2.0 technology. 
Developed social media architecture and content for Facebook, Linkedin, YouTube, Twitter, and other social media channels. 
Drove social viewership by expediting link strategies that included interaction and sharability. 
Supervised all online marketing operations and communications intranet and internet that included competitive, analytic and demographic research. 
Improved all areas of marketing business functions and process flow while delivering increased client action, sales results and brand recognition. 
Determined and managed internal marketing budgets, retaining ROI. 
Designed effective web marketing campaigns utilizing both organic (natural) SEO methods. Combined HTML coding, relevant white-hat content with competitive PPC campaigns which resulted in top keyword/phrase SERP in Google and Yahoo search. 
Analyzed existing price structures, compared to competition and pricing trends, demographic pricing and both made and preformed recommendations for improvements. 
Established KPI baselines and metrics. 
Cultivated new business relationships and applied relative linking techniques that improved many SERPs. 
Applied both SEO and social media strategies resulting in highly competitive keyword/phrase page ranking and results improved worldwide brand recognition. 
Performed daily analytic methods and web monitoring, maintaining a highly competitive an edge in relevant web searches.

Communications & Marketing Manager

ACE Communications
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2000 to 2007

Managed all internal, alliance and distributor marketing operations. 
Applied a structured marketing analysis plan and web framework. 
Developed an efficient and streamlined work order and customer satisfaction plan that improved the effectiveness of the service teams. This also ensured recurring business, referrals and improved client relationships. 
Project manager duties: Managed completion of daily RFPs, work orders and contract renewals. Organized a more efficient work-stream that ensured timely client deliverables. 
Produced and delivered monthly sales and digital marketing reports, delivering the findings to Cxx's and team managers. 
Dramatically improved client interactions and software support services by developing and monitoring a daily Customer Account Profile system. 
Project manager duties: Managed completion of daily RFPs, work orders and contract renewals. Organized a more efficient work-stream that ensured timely client deliverables. 
Managed sales and marketing teams that included over 235 dealer contractors, ensuring all project deadlines and expected customer satisfaction levels were achieved. 
Cultivated B2B relationships with NEC America, NEC Technologies, Nortel and their affiliates which promoted product/service growth and increasing brand awareness Nationwide. 
Web Marketing: Applied weekly web analytics reporting, directory listings, link strategies and relevant organic SEO to HTML code while performing consistent competitive research. ACE Web search results received top search ranking in highly competitive keyword/phrase searches. 
Developed an Alliance Acquisition program which created and effective landing page marketing tactic, increasing the B2B and B2C referrals. 
Supervised a full-service web design and marketing service which became a important value-added service, increasing business by 35% in 6 months. 
Produced on and off-site marketing editorials and technical guides.

Marketing & Communications Manager

Astra Services, Inc
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1989 to 2000

Supported and managed all business marketing initiatives and supported sales teams which lead to Worldwide brand presence and a substantially profitable recurring revenue stream. 
Planned and created all marketing programs for internal and client websites, landing pages and online promotions. Tasks comprised management of 250+ web sites, 35 external membership portals, video/podcast presentations and content editing. 
Major contributor to business development efforts by employing an advertiser-facing web application for creating, posting, and managing online advertising. 
Developed fluency on Web Code Elements, performing daily web research, competitive analysis and recommendations, increasing Astra's web presence from Nationwide to Worldwide within 18 months. 
Cultivated new web B2B commerce and B2C transactions by incorporating an Alliance Reward Program. 
Project managed PBX, PBAX key-system proposals incorporating an innovative VOIP plan into our analytic reporting service and a music-on-hold service which served a client-base over 2500 customers Worldwide. 
Conducted business network plan that added 55% of recurring revenue being delivered from Government awarded bid proposals. 
Coordinated software training classes for clients. Managed and edited the creation of all training documentation and manuals. 
 
Managed and reported monthly marketing budgets, sales forecasts, digital marketing metrics and customer account satisfaction profiles.

Education

Marketing Consultant for iDigital Team

KEENE STATE COLLEGE Keene -
Cary, NC

1994

Skills

SEO, Search Engine Marketing, Content development, optimization (natural) , HTML, on/off page optimization, Social Media marketing, video marketing, marketing program management, analytic reporting, ROI analysis, channel marketing, Google, Yahoo, BING tools

Additional Information

Technical Expertise - Experienced in IT and web program/project management. Demonstrated record of success in IT corporate enterprise projects. Over 16,000 hours of direct project management experience, with 70% of web social program related management. SEO, SEM program management, core metrics, on/off page coding, HTML and XML edits and analytic reporting across all marketing platforms. 
Problem solver - Able to balance technical, process, and business management issues, delivering solutions that accomplish defined goals and are highly relevant and lucrative to business needs. 
Digital Marketing & Communications Strategist - Providing advanced marketing technology and process solutions that boost productivity, viewership and efficiency across the organization. My methods deliver consistent top search engine placement (Google, Yahoo, BING) Demonstrated ability to exceed online marketing program expectations, while maintaining client and internal ROI. 
Dynamic On-Line Communicator - Experienced in communicating via Social platforms across all organizational levels and coordinating global teams. Demonstrated abilities to translate researched data from customer and business requirements into detailed marketing action plans. Ability to work through problems and negotiate pragmatic workable solutions. 
Excels at developing/conducting client and peer training on digital communication platforms. 
 
Related Experience and Skill Profile: 
 
10 years in Digital Market Plan Development and Communications 
SEM, Affiliate, CSE, Display & Social Media applications and platforms 
Google Analytic, Webmaster Tools, Reporting and Core Metrics 
Social Communications and Marketing Team supporter for over eight (8) years 
Excellence in Web Enterprise 2.0 Technologies Integration 
10+ years' experience in Affiliate marketing business communications at a Global enterprise level 
Communications director for internal clients for multiple budgets tracking and ROI measures 
Articulate. Able to communicate defined research strategies and marketing program results 
8+ years applying SEO, SEM and Social Media Marketing strategies 
Excellence in Digital Marketing Analytics, Metrics, monitoring and reporting 
Strong creativity and incentive toward company success