Elizabeth Hardwick

Collaborated with VP of Product Management to set, forecast and plan annual $650k Marketing budget distributed across omnichannel campaigns in 14 focused markets.              

Tracked the ROI of targeted omnichannel campaigns as defined by metrics including market penetration rate, ARPU, Gross Margin and Contribution Margin and churn rate through targeted omnichannel campaign tactics.

Established expected Y-o-Y penetration growth forecast by local market by analyzing campaign performance in years prior, overall market size and opportunity, as well as new products launching.

Defined in-depth local target audience persona by conducting on-site and online market research including demographics, income, home value, home type, current television provider, as well as local sports, interests, groups, shops and restaurants and events.

Utilized local market findings to identify potential ad partners attractive to prospects and selected viable channels for ad spend based on media kit with placement spend, reach, impressions and CTR.    

Tailored campaign product bundle offer based on competitive comparison and current customer product mix.    

Directly influenced a decrease in market churn, as well as a rise in cross-sell, by recognizing high customer service traffic on mobile devices and collaborated internally to launch click-to-call feature.

Reported high number of days and sessions to transaction, as well as pages per visit and duration, to prove mature markets show prospects with stronger reluctance and recommended online chat support through the local store associates.     

Drove executive approval to increase marketing budget in mature markets validated by smaller targeted audiences, reach and impressions driving higher CPC and CAC than growing markets.

Oversaw all omnichannel MetroNet campaign tactics consistently advertised tailored pricing promotions through email blasts, local digital banners, search optimization, PPC and social ads, as well as updated local market eCommerce platforms.  

Analyzed bi-weekly eCommerce traffic behaviors with data on high Repeat Traffic and Checkout Abandonment, then tailored store associate training with verbiage to help customers with unanswered FAQs during online shopping or in-person shoppers.          

Evaluated financial reports with customer acquisition, churn and change in service subscriptions on a month-to-month, as well as year-over-year basis, to prove dedicated campaign performance and support the upcoming year’s marketing budget.        

Made top-level presentations to CEO with data to support marketing decisions and explained, with sound reason, market performance and budget allocations.