Djohara VandeCasteele

Strategic Marketing Manager · ElliptiGO Inc.

Cardiff By The Sea, CA

In My Own Words

Analytical Marketing Manager skilled in strategic planning, customer-centric marketing strategy, and digital marketing. Ten years of experience in B2C and B2B marketing in various industries, including high tech (HP and Verizon), following two Master’s degrees. Proven track record of developing segmented marketing strategy and multi-channel campaigns. Proficient in brand positioning and content optimization throughout the full customer lifecycle. Avid cyclist (road and mountain), runner and competitive triathlete especially interested in lifestyle and endurance industries. Goals: Increased responsibility to achieve leadership excellence, personal growth, and creative fulfillment. Core skills: - Strategic planning, customer-centric marketing strategy, data analytics (set and measure KPI, forecast ROI). - Brand creation and positioning, inbound marketing, lead generation and nurturing, lifecycle management. - Digital marketing: triggered marketing automation, SEO and SEM, CPM/CPC/CPA display, social media, email marketing (dynamic content), A/B testing and optimization. - Budget management, media planning, project management, event organization, copywriting. - Cross-functional collaboration (e.g. Sales), negotiation.

Work Experience

Strategic Marketing Manager

ElliptiGO Inc.

2017 – Present

Lead the strategy and execution of the marketing plan and maximize the impact of marketing resources to increase awareness and generate demand. Drive efforts to improve conversion across all sales channels. Work closely with the leadership team and sales team while coordinating the entire marketing function. Spearhead the marketing automation and digital efforts. Manage the marketing budget. Drive strategic partnerships to increase brand reach and generate quality leads. Use a wide range of leadership and marketing skills in a fun, growing, and energetic company.

Senior Media Strategy Analyst

Verizon

2015 – 2017

- Created customer migration strategies to guide leadership decisions following two acquisitions valued at $3.4 billion. Supported vital and aggressive goals: customer satisfaction, retention, upsell, and cross-sell. Analyzed complex data to stratify customer base. Designed scoring systems to prioritize customer targets. Delivered comparative product analysis, upgrade recommendations, differentiators, key messaging, and communication plans as automated, triggered campaign flows. - Strategized and created a fully automated and dual-sided Referral Rewards Program with a projected revenue lift of 270% after one year. Scoped IT customization options and selected an automation partner. Strategized customer adoption campaigns. - Strategized and implemented an unprecedented remarketing campaign targeting leads with lost opportunities. - Interviewed, selected, and mentored new hire. - Led cross-functional meetings and delivered IT requirements to implement new marketing capabilities.

Marketing Specialist

Verizon

2015 – 2015

- Received Verizon Employee Award for designing add-on campaigns that generated $280,000 in customer lifetime value. - Optimized customer communications, which increased email open and click rates with over 200%. - Swiftly operationalized a gift card promotion, adopted as a best practice across Verizon. - Pushed Sales to evolve from merely reactive to proactive sales tactics. - Delivered a first-of-its-kind control group analysis, which proved a statistically significant sales boost in targeted SMB customer populations. - Built customer touch point map to critically evaluate and maximize relevance and effectiveness of each tactic.

Independent Consultant

IBD Support Foundation (not-for-profit)

2015 – 2015

Created a comprehensive marketing plan to launch psychosocial care for patients with chronic inflammatory diseases: - Identified marketing goals, beachhead markets, competitors, and key opinion leaders. - Created SWOT-analysis, prospect personas, marketing strategy, key metrics, projected ROI, and budget plan.

Marketing Project Manager

LPL Financial

2014 – 2015

- Developed a new email communication strategy through a customer-centric approach. - Wrote, designed, and launched email campaigns by coordinating elements from multiple business units. - Forecasted results and advised on best practices for automation, effective communication, and elevated experience. - Aligned company and campaign objectives with thorough planning and execution, while targeting all lifecycle stages.

Marketing Manager

Realis

2012 – 2013

- Developed a retrospective marketing analysis to measure marketing and sales efficiency, specifically leads and sales by media tactic, cost per lead and per sale, and sales conversion. - Increased incoming leads by 200%, generating over 4,000 new leads. Lowered cost per lead and cost per sale by redefining a healthier marketing mix, comprised of digital, print, out of home, and events. - Created strategic marketing plans, determined marketing mix, and managed all communications and branding. - Drove PR and content marketing as single point of contact for the press. - Negotiated aggressive deals with media, agencies, and suppliers. - Organized high end events for investors.

Communications Manager

BNP Paribas Fortis

2012 – 2012

- Organized unprecedented event for private banking top clients and prospects, since adopted into annual plan. - Created prospect folder that consolidates the private bank’s value. - Managed $1 million marketing budget.

Marketing & Retail Sales Coordinator

Hewlett-Packard

2010 – 2012

- Launched and managed the social media plan and collaborated with DJs to boost awareness of HP Beats. - Created an integrated communication ecosystem which “pulled” over 30,000 new deals per year (“Touching Home Entertainment”). - Created B2C and B2B communications and sales enablement tools, organized partner events. - Trade marketing: measured and improved in-store execution, set up branded “store-in-stores”, managed and trained sales staff and merchandisers, managed POS materials. - Analyzed the ecommerce landscape, recommended partnerships, and spearheaded marketing for the first ecommerce partners (e.g. Coolblue). - Improved the retail sales environment by launching new projects to enhance its processes (e.g. “RDF Butler”), transparency (e.g. “Retail Bible”) and reach (e.g. ecommerce development).

Product Manager

Hewlett-Packard

2009 – 2010

- Managed all PC Monitors, PC Accessories and PC Services - both B2B and B2C - in the Belux area. - Advocated 14 owned product lines in communication materials and sales pitches. - Created holistic business plans, marketing and pricing strategy, promotions, and competitive analysis. - Forecasted sales and managed production and stock. Engineered and negotiated reseller deals. - Provided product training and developed new sales enablement tools such as “cheat sheets”.

Marketing Coordinator - B2C

Hewlett-Packard

2008 – 2009

- Led national online Cash Back campaign which boosted sales from an avg. of 700 to 3,374 laptops per month. - Managed the entire B2C budget. - Abilities: Coordinating B2C (towards retailers and consumers) marcom (online and offline, below and above the line) in co-working with ad agencies, product managers, sales and other companies (Microsoft, Intel, distributors).

Marketing Coordinator - B2B

Hewlett-Packard

2007 – 2008

- Received HP Employee Award for creating unique communication vehicle targeting SME: “HP Great4Small”. - Managed the entire B2B budget. - Abilities: Coordinate all B2B (towards resellers and end users) marcom (online and offline, below and above the line) in collaboration with ad agencies, product managers, other HP business groups and other companies (Microsoft, Intel, distributors).