Kayla Goodwin

About

Marketing and communications leader with 10+ years of experience across integrated marketing communications, content strategy, SEO/keyword research, webinar and event marketing, and email optimization (A/B testing, CTR/open-rate improvements). Skilled in supporting sales enablement and lead generation for B2B and higher-education audiences, partnering cross-functionally with sales and leadership to align messaging with business objectives and product positioning.

Experience

• Brand Marketing Manager · ampliFI Loyalty Solutions10-01-2025 – 04-30-2026

  • Develop and execute integrated marketing communications strategies aligned with business objectives and product positioning • Partner with sales and leadership to support business development initiatives, including campaign messaging and client-facing materials • Increased social media engagement by 27% and website traffic through targeted, persona-driven campaigns • Track and analyze campaign performance, optimizing email marketing to improve CTR by 18%

• Marketing & Communications Manager · Richter04-01-2024 – 03-31-2025

  • Created and executed multi-channel communications strategies across email, social, webinars, and digital platforms • Supported sales funnel by producing presentations, email campaigns, and promotional content • Increased social media following by 21% and generated a 36% increase in qualified leads • Coordinated webinars and virtual events, increasing registrations by 23%

• Marketing Manager · Madgex/Wiley07-01-2022 – 06-30-2023

  • Executed integrated marketing campaigns supporting lead generation and sales enablement, resulting in a 24% increase in qualified leads • Developed and optimized email campaigns through A/B testing, improving open rates by 21% • Managed trade shows and industry events, including vendor coordination and promotional materials • Worked with cross-functional teams to align marketing initiatives with business development goals

• Content Marketing Manager · Risepoint/Wiley Education Services06-01-2021 – 06-30-2022

  • Developed content strategies aligned with audience personas and buyer journey stages • Increased lead generation by 31% through gated content including eBooks, webinars, and whitepapers • Conducted SEO and keyword research to enhance digital visibility and engagement • Repurposed content across channels to maximize ROI and campaign performance

• Product Marketing Manager · Wiley Education Services03-01-2016 – 05-31-2021

  • Executed integrated marketing communications campaigns with targeted messaging and segmentation • Supported sales enablement and lead generation, increasing leads by 24% and conversions by 31% • Conducted research and collaborated cross-functionally to refine messaging and support business development • Created and edited marketing content across email, social, web, and presentations

• Content Strategist · Youtech & Associates04-01-2016 – 11-30-2016

  • Created and managed content across social media, websites, paid advertising, and email campaigns • Partnered with clients to develop tailored messaging and positioning strategies • Utilized audience insights and analytics to inform content and campaign direction

Education

• Queens University of Charlotte – Charlotte, North CarolinaM.A., Communication Concentrations: Strategic & Organizational Communication
• Aurora University – Aurora, IllinoisB.A., Marketing Minors: Digital Marketing, PR & Advertising

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