1. Catherine A. McClary
313.655.8907 mobile ∙ firstname.lastname@example.org
PROFESSIONAL SUMMARY: Specialize in specific areas of Communications, Digital Marketing, Content
Marketing, Email Marketing, Project Management, and Operations. Strong communicative brand marketing
background. Produce effective results to convey brand message consistency across various digital and traditional
platforms. Develop and manage strategic digital content marketing approaches to promote campaigns to generate
leads. Experienced in planning and implementation of optimized branded content through various vehicles to gain
greater exposure among targeted audiences
EXPERTISE + TECHNICAL SKILLS
o Digital Marketing (Demand Gen + Engagement)
o Content Marketing Management
o Social Media Marketing
o Project Management
o Marketing Communications (Internal and External)
o Digital Operations
o Microsoft Office Suite
o Certified Content Marketing Professional
o CRM + CMS: Google Analytics, Google Data Studio, Salesforce, Pardot, Adobe
Experience Manager, Adobe Omniture, Eloqua, various ABS, HubSpot, WordPress
o SEO: Google AdWords, Google Search Console, BrightEdge Certified Professional, Market Motive
o BA, Communications, Western Michigan University
Rosetta Stone (January 2021 – Present)
Senior Marketing Operations Specialist, Enterprise. Manager of all digital operations for North
American and international markets on the Enterprise team to include strategy, implementation, and post
launch performance analytics. Creator of operations SOPs (Standards of Procedure) for efficient project
management and marketing requests. SEO specialist for Rosetta Stone Enterprise website and blogs to
include content marketing touchpoint before posting and/or sending to users via campaign. Marketing
campaign strategist aiding peers curate successful marketing communication for prospects at various
stages of the marketing lead funnel. Leads specialized training for demand generation tactics and setting
up digital campaigns for optimal ROI and success reaching specific optimized audiences. Creative team
liaison to ensure marketing assets meet specifications and need of Enterprise team based on project
scope. Database and email manager, to include project of offboarding and onboarding automation
platforms and creating advanced segmentation for future campaigns. Currently leading effort to stand-up
accurate marketing attribution based on business development needs. Owner and strategy specialist of
Enterprise Google AdWords and LinkedIn ads for lead generation campaigns.
UnitedHealth Group (Optum) (June 2019 – September 2020)
Digital Marketing Manager, eCommerce. Research, design, develop, and presentation of marketing
and promotional materials/programs intended to support the sale of Optum products and services
internationally. Develop marketing, merchandising, and creative strategies and tactics to promote and sell
services through various Optum digital experiences according to GDPR set for the EU and U.S. data
privacy. Establishes, maintains, and updates content across digital platforms to enhance experience of
the Optum customer and generates digital content to align with campaign framework goals. Develops
affiliated programs designed to increase exposure to and business from the targeted audience.
Establishes and manages SEO and portal sites that are strategically aligned with the e-commerce goals.
2. Manages the implementation of e-commerce marketing programs, analyzing effectiveness and identifying
how to improve upon operations in order to meet and exceed industry standards. Active daily role
includes web page production, email design and dissemination, lead generation and marketing list
segmentation, and general project management.
American Red Cross - National HQ, Washington D.C. (January 2018 – April 2019)
Marketing Manager, Digital Fundraising. Curate digital marketing calendar to include email and text
message marketing as well as cross lines of business. Content management and editing for quality
control. Audience segmentation to provide donors the best experience with email and text-to-give
program. Develop new tactics for donor cultivation and retention. Efforts to increase campaign awareness
across different platforms and departments. Manage employees to adhere to standards of procedure
while also fostering career development. Email manager, to include overseeing production, timelines,
identifying efficiency improvements, and maintaining cross functional coordination. Main lead on text-to-
give strategy, testing, content generation, dissemination, and reporting. Maintain efforts to support
regions as part of the ‘One Red Cross’ initiative in order to cross promote content at a grass roots level.
Measure and report performance metrics against channel goals, projections, and against budget and
revenue KPIs. Lead contact between agencies and vendors to include contract negotiations and renewal.
Subject matter expert on positioning of cross-channel strategy and implementation of national
Williams Whittle Advertising, Alexandria, VA (February 2017 – September 2017)
Senior Account Director. Main manager of all internal and client digital marketing campaigns. Planned
and executed all digital marketing campaigns for clients and internally to include SEO/SEM, online
demographic research, email automation, social media, and general display advertising campaigns.
Managed Google Analytics, Google AdWords/AdGrant campaigns, paid social, content marketing, and
conducted general project management. Maintained and expanded social media presence for clients and
internal purposes. Measured and reported performance of all active digital marketing campaigns to
include identifying trends within insights and created data visualization for clients to represent analytics
and insights of successes with digital media efforts. Completed troubleshooting for clients and internally
with decisive courses of action to achieve brand growth. Generated creative strategies for client
campaigns and active management of day-to-day digital marketing campaigns. Examined emerging
technology and provided thought leadership on implementation. Wrote and managed agency’s blog. Lead
for automation and CMS for clients and internally.
Corporate Client (AARP), Washington, D.C. (August 2013 – February 2017)
Senior Web Producer and Content Management. Creative engagement and SEO strategy
implementation to client’s website content and digital marketing campaigns with a focus on demand
generation. Responsibilities include tactical planning with Marketing VPs and Strategic Directors to
implement cohesive marketing campaign launches to enhance target audience exposure and experience.
Application of SEO research and best practices to give contextual enrichment to digital campaigns,
promotions, and content. Utilize metrics to increase organic search volume, develop editorial content
calendar, and identify content gaps. Translation of brand value and mission through content marketing
tactics to reach new target audiences and generate leads. Contributions made to digital operations and
content based on Google trends to directly parallel with client’s scope of branding. Advanced audience
outreach tactics within client’s organization for successful and measurable results.
Ideal Shield, LLC., Detroit, MI (December 2011 – April 2013)
Marketing Manager. Developed marketing materials and campaign design concepts. Developed SEO
enriched content marketing and site architecture for website launches to increase leads and conversions.
Managed and wrote content for internal/external company newsletter and blog to integrate company key
messaging and brand. Performed market research and implemented media relation strategies. Innovative
implementation of marketing to key demographics through internal vehicles including video, product
literature, and email. Coordinated details of industry exhibitions and conferences. General management
and content generation for all marketing collateral materials and websites produced by Ideal Shield, sister
companies, and affiliates.
3. Catherine A. McClary
313.655.8907 mobile ∙ email@example.com
Crain Communications, Inc., Detroit, MI (December 2010 – October 2011)
Online Publication Processor. Reformatted, edited, HTML coded, and produced digital version of print
to web publication for online audience.
Project Manager, Special Event Content Speaker. Communication liaison for special event speaker(s).
Responsibilities included general project management and initial contact with participating organizations.
Outlined objectives to ensure multiple speakers’ presentation content materials aligned with key
messaging goals of event.