Elizabeth Morton

About

With a Bachelor of Arts in Journalism from Baylor University, I have cultivated a robust career in marketing, specializing in content and brand management. As the Content and Brand Marketing Manager at Lane Boots, I spearheaded direct-to-consumer sales strategies, enhancing brand visibility through innovative marketing roadmaps and paid advertising campaigns. My role involved leading a dynamic team, crafting SEO-optimized content, and driving engagement across social media platforms like TikTok and Instagram. Previously, I served as a Marketing Assistant at KaVo Kerr, where I facilitated client education and coordinated marketing events. At Young Mind Community Center, I supported educational services during the pandemic, contributing to the center's recognition as an essential service. My experience spans various industries, showcasing a commitment to fostering innovation and continuous improvement in marketing strategies.

Experience

• Content and Brand Marketing Manager · Lane Boots08-01-2021 – 02-01-2024

  Spearheaded direct-to-consumer sales for product launches, managing integrated marketing roadmap for niche fashion segment. Ideated and advanced paid advertising campaigns. Drove engagement and revenue for various cowboy boot lines, navigating seasonal product and start-up environment. Championed newly implemented positioning strategy, dropping products in a heavy, weekly cadence; generated continuous buzz to better compete against brands with high awareness. Directed detailed e-commerce strategy to boost brand awareness and grow follower base across social media presence, including TikTok and Instagram. Authored campaign briefs and produced SEO-optimized copy. Hired and managed a content creator, photographer, and social media manager. Led multi-faceted marketing team, fostering culture of innovation and continuous improvement. Contributed to the overall creative vision, facilitating regular photo shoots and content development. Monitored industry trends to refine marketing objectives and generate exciting ideas.

• Marketing Assistant · KaVo Kerr12-01-2020 – 08-01-2021

  Assisted in marketing dental imaging products, enhancing client education by providing detailed marketing materials and event support. Contributed to sales and client acquisition efforts by coordinating communication between the marketing manager and clients, facilitating 15+ meetings per week. Aided in planning and organizing marketing events, from managing vendor relations to orchestrating event logistics; oversaw events with notable attendance, featuring specialists who highlighted product uses.

• Marketing Assistant / Administrative Assistant · Young Mind Community Center07-01-2020 – 07-01-2021

  Supported the continuation of education services for children with special needs during the Covid-19 pandemic. Created and distributed newsletters with tips and resources for parents. Advanced student acquisition activities, providing socially relevant promotional materials to attract new students. Added new advertising channel, advocating for the brand in collaboration with agency to produce video content. Maintained regular communication and outreach efforts with parents to support their children's education. Aided in the center’s recognition as one of the first schools to reopen, helping to prompt its essential status.

Education

• Baylor UniversityBachelor of Arts - BA, Journalism

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