Marketing Director

Rate, USD
$55 / hour
Work schedule
Full Time, Contract,
Language skills
English
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About me

I’m Carlisle Russell, a seasoned marketing strategist with a B.S. in Communications from The University of Tennessee and 10 years’ experience in direct-to-consumer marketing.

I’ve worked for a variety of CPG and e-commerce businesses developing integrated digital marketing campaigns, executing robust social media strategies, creating professional and UGC-style content, managing communities, and improving brand reputations. My experience ranges from bootstrapped startups to international corporations in industries including health, wellness, beauty, lifestyle and publishing.

When I’m not helping an online community grow, you can find me tending to my houseplants, relaxing with one of my three pets, or curled up reading the latest mystery bestseller!


Professional area



Education

08/2012 - 12/2015 B.S. in Communications @ The University of Tennessee

Activities and societies: Alpha Chi Omega, The Volunteer Channel, The Tennessee Journalist, UNITE, Welcome Week Leader, Study Abroad Student Leader, Cinema Club, Phi Sigma ThetaActivities and societies: Alpha Chi Omega, The Volunteer Channel, The Tennessee Journalist, UNITE, Welcome Week Leader, Study Abroad Student Leader, Cinema Club, Phi Sigma Theta

Major in Journalism & Electronic Media with a concentration in Media Management, with a minor in cinema studies. Studied abroad in Prague in May 2014, focus on Foreign Correspondence. Recipient of the HOPE Scholarship and a National Merit Pell Grant


Experience

06/2021 - Present Director of Social Media and Partnership Marketing, DTC @ HarperCollins Publishing, Thomas Nelson & Zondervan

As the Director of Social Media and Partnership Marketing, I elevate brand awareness and increase eCommerce revenue through a comprehensive blend of earned and owned marketing strategies, with a focus on social media and partnership marketing.

Some of my greatest accomplishments to-date include:
• Updated the affiliate program leading to an additional $500k+ in annual revenue, up 103% from the previous year
• Drove 387k website sessions and 75k email form submissions from organic social content to propel lead generation and re-targeting opportunities for CPC and CLM teams
• Increased the conversion rate of organic social traffic from under 2% to 5%+
• Cultivated collaborations with 30+ bestselling authors, amassing 275M organic impressions from highly engaged and relevant communities
• Improved social media community management from a 5-day average response time to a 15-minute average response time
• Established an SOP for social media managers that helped them produce 6.2k individual social posts, more than a 30% increase from the previous year
• Launched an owned online community that gained 9k members and created $5k in additional revenue in under 90 days (up to 28k members and $15k in revenue in 6 months)
• Built a GA4 dashboard in Looker so that team members can check social media, affiliate, community, and partnership marketing insights with ease

PLATFORMS – Microsoft Office & SharePoint, Jira, Shopify, Wordpress, Google Analytics, Looker, Airtable, Sprout Social, Canva, Wave.io, Capcut, SEMRush, SailThru, Attentive, YotPo, MightyNetworks, Chat GPT, Jasper.ai, ShareASale, Refersion, Ascend Partner, Figma

11/2019 - 03/2023 Founder & Freelancer @ Seek the Agency

Our mission was to empower small businesses to curate intentional social media communities that build brand awareness, drive social interactions, and increase top-line revenue. We closed in March 2023.

During our 3.5 years in business we accomplished some amazing things:
• Generated $150k in service package sales by signing 50+ clients at an average of two resigns
• Collaborated with clients to help drive $200M in revenue for their businesses
• Amassed an email list of 3.5K+ subscribers at a 7% average CTR
• Built and launched two online courses, gaining 32 students through a four-week promo period

PLATFORMS – Google Business Suite & Slack, Shopify, WooCommerce, SquareSpace, Kajabi, Teachable, ConvertKit, Google Analytics, Looker, Klayvio, ActiveCampaign, Trello, Later, Iconosquare, Planoly, Plann, Refersion, YotPo

11/2020 - 05/2021 Social Media Manager @ Gladskin USA

My role focused on improving brand recognition by creating a social media strategy, developing an influencer marketing program, and managing brand photoshoots.

My tenure at Gladskin was short but I had a few key successes:
• Built a social media marketing strategy that lead to a 25% increase in organic impressions
• Engaged influencers using a new content marketing strategy, building brand awareness and increasing referral traffic to the website from virtually 0 sessions to 500+ monthly
• Produced an e-commerce product photoshoot and a brand photoshoot
• Collaborated with the e-Commerce team to develop an SEO-focused blog strategy that pushed key blog posts to the first page of Google
• Implemented a revenue tracking process for organic social media using UTMs and Google Analytics 360
• Managed a team of copywriters and content creators

PLATFORMS – Google Business Suite & Slack, Shopify, Google Analytics, Looker, Klayvio, Trello, Later, Iconosquare, Upfluence, Refersion, YotPo

11/2018 - 11/2020 Social Media Manager @ Ancient Nutrition & Dr. Josh Axe

I developed and maintained a narrative storyline that followed the business’ e-commerce marketing calendar while appealing to their diverse, educated audience through engaging and interactive social media content.

My contributions as Social Media Manager produced remarkable results, as I:
• Built a video-centric social media strategy that harnessed the power of lives and long-form video to amass over 2M followers and 800M impressions in under 2 years
• Managed Facebook, Instagram, YouTube, Pinterest, and Twitter for the Ancient Nutrition brand and the brand of it’s co-founder, Dr. Josh Axe
• Collaborated with the brand team and other marketing specialists to launch 4 new categories and 25+ new products, generating $5 million in top-line revenue from organic social media efforts
• Launched our top-selling categories into Whole Foods, Target, Sprouts, Ulta, Walgreens and other national and local retailers
• Used social insights like saves, shares, and profile visits to increase our average engagement rate from 3.2% to 6%
• Implemented the use of new social media marketing tools, such as Sprout Social, to streamline content sharing and decrease community management response times
• Increased brand reach and social engagement by collaborating with the influencer marketing team and selecting key partners to collaborate with for large campaigns
• Traveled to events, like Expo West and BeautyCon, as a representative for the brand, assistant producer of the event, and BTS photographer/videographer
• Networked with other social media managers in the health and wellness vertical to solidify multi-brand partnerships and campaigns
• Acted as the Social Media Creative Director and built beautiful social media graphic, photo, and video content alongside the creative team

PLATFORMS – Google Business Suite & Slack, Shopify, Wordpress, Google Analytics, Wrike, Later, Iconosquare, Sprout Social, Flick, Lnk.Bio

11/2017 - 11/2018 Social Media Manager @ SmileDirectClub

At SDC I drove massive sales and social interactions through organic social media marketing by focusing the social media strategy on serving the customer and using content to answer their most asked questions.

Some of my key accomplishments:
• Surpassed 45 million impressions and 306,000 new followers in under 1 year
• Produced $13M in tracked top-line revenue through organic social media marketing by assisting with the development and execution of integrated marketing campaigns
• Adapted a social media strategy from serving exclusively e-Commerce customers to serving local retail customers in 250 locations and across 4 continents
• Provided social insight and analysis to improve content performance in cross-channel campaign assets, including content for paid social, CRM, PPC, and Comms
• Traveled to events and conferences to represent the brand, assist with event production, and gather BTS social content
• Optimized the affiliate program and increased monthly revenue from $30k to $55k
• Assisted in production of video and photoshoots, including sourcing talent and gathering on-set BTS-content

PLATFORMS – Google Business Suite & Slack, Google Analytics, Looker, Iconosquare, Sprout Social, SocialNative

Before my promotion, I:
• Built a customer-centric social media strategy for Facebook, Instagram, Twitter, Pinterest, YouTube, and Snapchat that increased organic social engagements by 78%
• Used a social listening tool to understand common questions and concerns shared by our customers and competitor customers to create relatable, viral content
• Provided bi-weekly and monthly reports to executives that highlighted key social performance indicators and conversions from organic social platforms
• Increased CSAT from 78% to 95% by developing a social media customer support team that responded to all comments and direct messages within 15 minutes, 24/7
• Implemented a rights-curation software and strategy to curate customer content, increasing usable UGC by 49% in just 90 days
• Developed a contesting strategy for the marketing department, including required federal legalese and internal approvals processes, to run sweepstakes and contests

PLATFORMS – Google Business Suite & Slack, Google Analytics, Looker, Iconosquare, Sprout Social, SocialNative


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