Alana Auston

About

Who am I? A leader in all things personalized, omni-channel experiences on- and off-line. With 7+ years of experience across many sectors — such as automotive, beauty, finance, luxury retail, and tech — I always bring best practices fueled by market, trend, and competitive research/analysis to create high-performing activations that prove impactful. My expertise? People. From on-the-ground, always-on marketing and cultural moment-making; to agency strategic planning experience — I move efficiently and effectively, driving innovation and modernization.

Experience

• Senior Strategic Planner (prev: Experience Mgmt Lead - Senior Content Manager) · Barefoot Proximity (prev: BBDO)07-01-2021 – 06-01-2023

  ● Create and deliver strategic omni-channel solutions to drove low-cost loyalty and acquisition, modernizing client’s CRM approach into holistic CXM approach – leveraging consumer insights, data, and desk research on trends, industry patterns, and competitor activity ● Own end-to-end customer experience for 50+ campaigns, leveraging desk research, data analysis, and consumer insights to drive 1:1 personalization of CRM communications and channels; added $113K in vehicle accessories sales, created pilot strategy for new overarching customer program, drove increased digital ecosystem adoption, and saw incremental decrease in early oil changes from service messaging strategy ● Act as strategic and organizational guiding hand for two (2) Experience Managers; includes onboarding, 1-on-1s, brainstorms, and strategic oversight ● Increase campaign speed to market by utilizing project management tools and leading team QA efforts ● 2022-2023 winner of “Makes the Work Better” Award: “She is a leader on the Ford strategy team and is absolutely committed to curating the best possible experiences. A lot of the new journey work would not be possible without Alana’s ideas and tenacity.”

• Content Strategist and Creator · Self-Employed08-01-2016 – 10-01-2023

  ● Maximized the use of social listening tools to guide holistic marketing strategy and asset creation; results of an ‘always on’ approach include an average of 20 million omni-channel impressions per month ● Developed 360° GTM marketing campaigns with brands for product collaboration launches; has resulted in three (3) sold out product launches ● Spearheaded consumer insights and data analysis to further audience development ● Implemented media strategy – paid, owned, earned; results include 126,078% increase of website visitors in one year representing 166 countries, and growing engaged base cross-channel to 50k+ people ● Actively consulted creators across niches with industry best practices for brand, experience, and content strategies

• Freelance Copywriter and Consultant · Upwork09-01-2020 – 07-01-2021

  ● Created culturally and industry relevant material for destinations across the user experience: emails, social media posts, crowdfunding pitches, and landing pages ● Consulted start-up clients and provided recommendations on brand voice and media strategy to further optimize launches ● Clients represented wide range of industries: beauty, fashion, financial services, luxury retail, and technology

• Consultant · The Glamorati03-01-2021 – 04-01-2021

  ● Provided recommendations on audience development, influencer relations + marketing, product development, UX/UI, and growth hacking the digital landscape to support successful app launch

• Consultant · Anastasia Beverly Hills04-01-2020 – 06-01-2020

  ● Audited holistic marketing strategy and product development approach to make recommendations on best practices for more inclusive and competitive share in rapidly evolving beauty and digital space ● Recommendations materialized as $1 Million pledge (e.g., Black-Owned Business Grant Initiative), improved influencer relations and marketing, and social media management protocol updates

• Marketing Assistant · Financial Plus Credit Union01-01-2020 – 05-01-2020

  ● Refreshed marketing and public relations goals strategies with modernization best practices in mind to include Millennial and Gen-Z demographics ● Participated in data analysis to create actionable steps to increase member retention ● Designed and distributed promotional material to branches, local businesses, and members in Adobe Photoshop, Illustrator, and InDesign

• VP of Marketing · Alpha Phi International Women’s Fraternity, Beta Alpha Chapter11-01-2018 – 11-01-2019

  • Analyzed local and national Panhellenic marketing and recruitment approaches to create an all-comprehensive marketing plan to reach chapter recruitment goals; chapter rushed third (3rd) of 19 chapters in following recruitment • Sourced and managed a marketing team of five to assist with merchandising, social media, public relations, alumni relations, and event planning • Planned, created, and curated content for social media accounts and website • Created and executed a specialized marketing campaign for the chapter's first annual Red Heart Gala, which raised over $16,000 for Women's Heart Health • Planned and executed major chapter events, such as the Mom's Weekend Brunch with added, opt-in weekend activities

• Historian · W.O.R.D. UIUC05-01-2018 – 11-01-2019

  • Revamped brand strategy to better resonate with the rapidly changing campus culture to recruit prospective members • Spearheaded photography, videography, and graphic design tasks as needed • Owned community management and internal communication initiatives • Maintained an archive of all organization memories and highlights, dating back to the founding of the organization

• Founding Director of Marketing · GLAM Squad, UIUC06-01-2017 – 11-01-2019

  • Established long-term marketing goals and practices for directors of the future as the founding Director of Marketing • Facilitated talent acquisition initiative for new makeup artists • Managed a team of makeup artists -- tasks included assigning artists to certain events, creating inspiration boards for makeup themes, planning makeup themes for Glam Squad events Helped forge relationships with other campus organizations, local magazines, local businesses, and local content creators to increase the organization's network

Education

• University of Illinois at Urbana-ChampaignCommunications - Mediated Communications and Technology
• University of Illinois at Urbana-ChampaignGraduate Certificate, Digital Marketing

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