Carlena Hartshorn

About

Experienced and passionate Marketing Manager driving impactful Marketing initiatives and achieving outstanding results. Combining strategic vision with a creative flair, I excel in developing and executing innovative campaigns that build customer engagement and generate revenue growth. My expertise as a results-oriented, collaborative Marketing leader with practice managing cross-functional teams aims to foster a culture of innovation and high performance.

Experience

• Growth Marketing Manager · TouchBistro02-01-2022 – 10-01-2023

  • Executed diverse multichannel campaigns to support customer expansion initiatives. Optimized campaigns with data-driven insights to ensure exceptional ROI and business growth. Actively partnered with the Growth sales teams to enable Marketing strategies that enhance campaign performance. • Managed the Organic Social & Community Specialist. Oversaw strategies and initiatives to boost customer advocacy and social media engagement. • Led production of TouchBistro's customer video series, collaborating with external contractors to effectively showcase success stories and enhance brand credibility on TouchBistro's website. • Successfully organized and remotely coordinated an event around the National Restaurant Association Show, facilitating networking opportunities and showcasing TouchBistro's offerings to 60+ partner, prospect and customer attendees. • Led a cross-functional team in a customer journey reinvention initiative, resulting in reduced churn rates and elevated NPS scores.

• Customer Marketing Specialist · TouchBistro10-01-2019 – 02-01-2022

  • Owned full responsibility for the Marketing efforts of TouchBistro's referral program. Executed a diverse range of multi-channel campaigns, leveraging email, organic and paid media, direct mail, digital, print advertising, etc. to achieve remarkable revenue growth from $135K (2019) to $1.8M (2022). Recognized as one of the company's most cost-effective Marketing channels, with a 70% L2O rate and 50% O2C rate. • Led referral generation efforts of the Inbound, Outbound, Growth, and Business Development sales teams, resulted in more than doubling the number of sales-generated referral submissions. Conducted in-person and online training sessions, curated enablement course modules, introduced innovative Salesforce workflows to streamline internal processes, and effectively advocated for referral initiatives to sales leadership. • Created and maintained Organic Social content calendar and channel strategy, managed TouchBistro's social media accounts (LinkedIn, Instagram, Facebook, and Twitter). • Championed Customer Advocacy efforts, including TouchBistro's Customer Community, testimonial generation and online review initiatives.

• Founder/Creator · Sunday State Swimwear07-01-2020

  • Executed end-to-end product design and development, leading to the successful launch of 6 collections. • Utilized SEO techniques to develop a user-friendly website, driving web traffic and enhancing online visibility. • Curated the company's Instagram account to align with the target buyer persona. Executed innovative social media campaigns that established Instagram as the primary driver of website visits. • Provided leadership to a team of creatives, successfully organizing and directing multiple brand photo shoots while ensuring the creative vision was effectively conveyed.

• Business Development Representative · TouchBistro11-01-2018 – 10-01-2019

  • Contributed 351 sales accepted opportunities, 93 closed won and $171K in ACV during 4 months as a fully ramped SDR. • Qualified customer and merchant referral leads, working alongside the Affiliate Marketing team. Contributed 56 sales accepted opportunities, 16 closed won, $24K in ACV and an 88% MQL to SQL conversion rate over 1 1⁄2 months. • Collaborated closely with the Marketing team to optimize and refine pilot projects, actively contributing ideas and strategies to enhance effectiveness and increase L2O rates.

• Digital Marketing Specialist · WIPP Wellness10-01-2018 – 07-01-2020

  • Served as creative director for the WIPP website, managing visual aspects, content strategy, and creative direction. Independently launched & managed the WIPP NEWS newsletter. • Executed a comprehensive Social Media Marketing strategy, including editorial calendar creation, budget allocation, and performance measurement. Resulted in increased website traffic and an impressive achievement of 150 ticket sales for a sold-out local event, generating $1.8k in donations to Stella's Place. • Managed talent acquisition for owned events and content contributors. Conducted thorough research to align talent with brand identity. Maintained clear and effective communication to ensure project expectations were met.

Education

• University of GuelphHonours BSc, Animal Biology

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