Karen Rogers-Robinson - Digital Marketing Project Manager

About Me

A seasoned Digital Marketing Manager and Project Manager with a robust background in developing and executing innovative email and SMS marketing campaigns. With extensive experience in driving brand awareness, engagement, and revenue growth, I excel in integrating cutting-edge solutions to create compelling customer journeys. I am based in Atlanta, GA, and am passionate about leveraging my skills in compliance management, marketing automation, and project management to deliver exceptional results.

Resume

Karen Rogers-Robinson
Project Manager / Marketing Automation Platform Strategist
Atlanta, Ga. |Hello@KarenRogersRobinson.me

SUMMARY
 A Digital Marketing Manager / Project Manager with stellar experience developing E-mail and SMS marketing campaigns that consistently drive brand awareness, engagement, and traffic to the client’s digital space, increasing revenue.
 A change management champion, particularly in the successful implementation of new marketing automation platforms because of a merger.
 Leverages technology strategically to deliver innovative crisis management communication.
 Creatively using innovative integrations into campaigns.
 My goal is to disrupt business communications and build engaging customer journeys.

SKILLS SUMMARY

Coding Languages: Ampscript, ColdFusion, CSS, HTML5, Java, JavaScript, MMS, Ruby, RCS, SMS, TWMIL, WML, XML, TCP/IP
Compliance and Data Privacy Management: CAN-SPAM, CCPA, CPRA, GDPR, Single Sign On protocols (Auth O, OKTA), TCPA, One Trust CCPA Certified, Zero Party Data concepts
Data Analysis Tools: Dataroma, PowerBi, Tableau, Qlik
Marketing Automation Platforms/Content Management Systems: Acoustic, Dreamweaver, Drupal 8, Eloqua. Eons by Questline, Harmony Epsilon, HubSpot, Salesforce Marketing Cloud (ExactTarget, Journey Builder), SharePoint, Switchblade, Twilio, WordPress
Marketing Concepts and Methodologies: Inbound Marketing, SEO, SMO, SSM
Project Management Methodologies/Platforms: Agile/Waterfall, Jira/Microsoft Project/Rally

PROFESSIONAL HISTORY

Entergy (ComTec) May 2023 to Present

Marketing Business Analyst
 Works with stakeholders to gather requirements for marketing campaigns to create business requirement docs. (BRDs).
 Creates functional specs (FSDs) and builds complex campaign flowcharts/ workflows.
 Partnered with the incident response team to create and deploy crisis (storm etc.) related email and SMS messages.
 Works with key business partners across the organization and assists in developing marketing/campaign strategies and roadmap.
 Worked with Marketing stakeholders, vendor partners, and others to restructure the Billing and Payments customer journey in Salesforce Marketing Cloud (SFMC).
 Work with internal technical teams and external vendors to build multi-channel marketing campaigns.  QA campaigns before deployment.
 Create dashboards, campaign performance reports, and data visualizations for presentations.
 Proactively works to improve delivery quality, repeatability, and on-time delivery of campaigns and update stakeholders with results.
 Worked with the MarTech team and vendor partners to stand up instances of EON’s incident response platform.
 Helped to develop and implement best practices, standards, methodologies, etc. around campaign processes & automation.
Results: As the Program Manager for Entergy's billing products (AutoPay, Pick a Date, Level Billing, PaperFREE, and Billing Alerts) and Payments programs, I have significantly contributed by developing and implementing innovative multichannel marketing campaigns. In this role, I have effectively managed and coordinated efforts with both internal teams and external partners to ensure successful program execution and value addition.

Truist (SunTrust Bank) June 2019 to May 2023

Digital Marketing Automation Platform Strategist
 Managed and maintained a portfolio of clients within the technology industry.
 The primary point of contact for client portfolios, including all communication, reporting, and presentation of results, and suggesting new and innovative strategies to drive campaign performance.
 Worked with multiple teams including a team of analysts to implement data-driven strategies and optimizations.
 Have a strong focus on quality and high attention to detail to provide the best service to their clients.
 Analyzed customer data to create personas, the paths they take to achieve a specific goal and tie the results to the business KPIs.
 Owned the Policy, Procedure, and Methods documentation for email compliance.
 Enabled marketing automation and governance risk compliance infrastructure across the enterprise.
 Instrumental in crafting criteria for the Enterprise Consumer Rights Support team and process related to handling client, consumer, and employee personal data specific to privacy and data ethics regulations.
 Implemented and maintained a unified taxonomy of digital properties and capabilities ensuring that all policies, processes, and tools present best-in-class experience for our customers.
 Operated marketing automation platforms as an administrator; In addition to training marketing support staff to use marketing automation platforms.
 Managed eCRM platforms i.e., vendor management, standing up new instances per line of business as well as invoicing and contract renewal for budgets exceeding a million dollars annually.
 Compiled analytics to define goals and needs.
 Skilled in focusing on all aspects of the consumer digital experience, including communication design, market analysis, behavioral analysis, segmentation, innovation, and digital marketing and a holistic view of user experience and technology solutions that drive growth.
 Has worked with brands in different stages of customer journey starting with mapping, pilot testing journey improvements, rolling out journeys more broadly to scaling and increasing the number of channels incorporated into their journey efforts.
 Specialized in helping clients use their existing technology to deliver personalized experiences.
 Has experience with marketing automation tools, and journey builder tools to help marketers visualize customer journeys, optimize, and deliver real-time, integrated, personalized, scalable customer experiences.
 Crafted Business Requirements Documents (BRDs) for applications where gaps were found in the controls process (i.e. OKTA and AuthO integrations)
 Communicated system vulnerabilities and remediation guidance to both technical and non-technical personnel.
 Led communications with clients through both calls and emails and occasional face-to-face meetings, presentation of results, discussing strategic options for the campaigns, and overall relationship management of the account.
 Managed and coordinated assigned campaigns.
Results: Using the Possible Now Preference Management Strategies to reach 90% CAN-SPAM compliant.
Worked with Vendor Partner tech enablers to set up new instances of Acoustic and Eloqua email platforms connecting them to our existing preference management platform.

Alternative Life Solutions, Sacramento October 2018 to June 2019

Marketing/Communications Manager
 Developed and managed online marketing campaigns for small non-profits to secure donations from medium-sized businesses.
 Created campaigns that effectively drive awareness, engagement, and traffic to their social media pages.
 Designed communication structure and database to inform and engage volunteers, sponsors, as well as those seeking assistance from the organization.
 Created all E-mail and SMS campaigns using the Twilio platform.
Results: The customer was set up with a fully functional Communication channel. Email engagement increased by 50%.

Assurant November 2017 to October 2018

Customer Engagement Project Manager (Email/SMS)
 Instrumental in leadership deciding to use the entire Salesforce Marketing Cloud platform in the North American market vs using Switchblade for SMS and SFMC for E-mail.
 Instrumental in getting our LATAM office early access to WhatsApp Business API.
 Created a dynamic E-mail campaign for LATAM utilizing SFMC Ampscript functionality to pull different logos and data into the email template as necessary.
 Used SFMC Ampscript functionality in the landing page to return a different page based on the data received.
 Used Ampscript functionality to pull in different logos and verbiage based on language preference and ID assigned to various logos.
 Consulted with the Leadership team to develop an e-mail archiving solution.
 Implemented e-mail best practices and standards for North America and LATAM.
 Established, implemented, and measured the effectiveness of SMS as a channel in driving lead conversion and engagement.
 Helped to ensure that platforms had secure data protocols using the latest Okta and AuthO integrations.
 Created a streamlined front door process for adding an SMS element to a product design or marketing campaign.
 Designed programs utilizing SMS singularly or, in concert with other customer communication channels.
 Interacted with various cross-functional teams, including Product, Technology, and Marketing to understand unique customer segmentation opportunities specifically for mobile communications.
 Oversaw and continue to improve tracking, attribution, and overall data access to analyze key metrics of the mobile marketing channel’s contribution to the overall customer communication strategy.
 Provided complete performance reporting and analysis on all mobile marketing campaigns and took relevant action on insights gained.
 Coordinated with other cross-mobile marketing professionals to leverage relationships, establish best practices for marketing and advertising, and collaborate on a unified vision in the mobile space.
 Converted the Customer engagement team from a waterfall/Agile environment to an Agile-only environment.
Results: Opened a new channel of engagement WhatsApp Business for LATAM decreasing email spending by 20%. Decreased the risk of a security breach via the Customer Self-Service portal by 70% by adding a customized two-factor authorization solution.

Business Administration September 2016 to November 2017

Project Manager
 Assignment with SBA Office of Disaster Assistance for Baton Rouge flooding and other declared disasters as SMS/phone support.
 Created SMS communications for residents to assist during disasters.
 Communicated with multiple levels of leadership and team members within the ODA PDC Surge organization to ensure the accuracy of call routing to assist applicants.
 Technical support for each application.
 Assisted with helping business owners with locating a Social Media Disaster Preparedness Plan.
 Developed and documented IVR Operation Support processes.
 Monitored restoral timelines and issue management/risk impacts.
 Coordinated restoral efforts between organizations such as IT, Production Support, and Marketing Client groups.
 Performed data analysis of IVR system issues/Customer complaints relating to IVR every month.
Results: Increased call productivity by 40% MoM. 60% increase in engagement with Small Business Owners using SMS and Social Media engagement strategies.

SMMMD Consulting Inc. February 2009 to September 2016

Owner/Project Manager
 Hands-on developing email campaigns using HTML, FBML, ColdFusion, and other programming languages.
 Develop and manage multichannel marketing campaigns (email/SMS) for small to medium-sized businesses effectively driving brand awareness, engagement, and traffic to their social network pages.
 Achieve a strong visible social media presence and develop concepts with viral potential.
 Hands-on coding scripts using SQL for queries.
 Continuously monitor online public relations and ensure the success of client programs.
 Assess social media marketing strategies to determine the rate of return.
Results: In 2011/12 client Issa Rae and her web series The Mis-Adventures of Awkward Black Girl became a cultural phenom as a result of our social media marketing campaigns. our top 3 campaigns were 1) Our initial watch party event on the WatchParty.tv platform where the number of users broke the platform’s servers. To be followed by the campaign increasing the Kickstarter coffers by 300% in one night. 2) We ran a dating tip game on Twitter that created over 200,000 impressions in 1 hour which resulted in our account and hashtag trending nationwide on Twitter. 3) We ran several social media campaigns targeting the SHORTY awards entry and we went from a basic entry to winning as the Best Comedy Web series.

AT&T February 2000 to November 2009

Project Manager/Business Analyst
 Project Manager Contact Center Manager IVR Operation Support
 Compile data relating to system outages to develop system upgrades.
 Support certain legacy applications that may impact internal and external clients.
 Partner with Change Leadership to develop/approve communication relating to the status of any system outages.
 Coordinate with various IT Subject Matter Experts during Priority 1/Priority 2 issues
 Develop and document IVR Operation support processes.
 Monitor restoral timelines and issue management/risk impacts.
 Coordinates restoral efforts between organizations such as IT, Production support, and Marketing client groups.
 Perform data analysis of IVR system issues/customer complaints to IVR monthly.

EDUCATION

 Associates Of Arts in Art, Contra Costa Junior College

CERTIFICATIONS

 Microsoft Application Specialist
 Web Development Specialist
 Introduction to Telecommunications Certificate
 One Trust CCPA Certification
 Artificial Intelligence Certification
 AI for Product Management Certification
 Data Strategy Certification

Portfolio

In 2018 I collaborated with industry partners at Nativemsg to develop an RCS Agent proof of concept, which was showcased at the Google booth during Mobile World Congress Americas in Los Angeles from September 11th to 14th,2018.

Showcasing the outcomes of an initiative requested by the business owner to develop an annual email campaign aimed at encouraging customer adoption of modernized payment solutions. I take great pride in this project, having been actively involved from the initial concept through to the final provisioning of the email template.

Something Super cool and techie coming soon.