Outdoor

A senior-level champion of operational excellence with strengths in brand communications and MarTech-driven customer journeys. With over a decade of significant outdoor industry experience, I demonstrate the ability to cultivate strong partnerships, deliver audience-growing campaigns, and build brand loyalty. 

Worked to build a stronger and more inclusive national alumni network by launching a community development plan while leading 11 schools across the USA in coordinated efforts to strengthen national recruitment and engagement of an estimated 1M alumni.

- Skillfully used storytelling and developed marketing campaigns to weave the journey of compassion, skill building, and character development across seven decades of alumni
- Connected and highlighted national alumni through in-person regional events, virtual national events, social media spotlights, and marketing tool kits
- Database and Project Manager of customer data platform (CDP), data automation/flow/hygiene, and targeted customer experience efforts across marketing platforms
- Managed nation merchandise and e-commerce and vendor relationships which experienced a YOY growth of 156% 
- Increased the national alumni community by 10X in 2020 with the use of targeted MarTech campaigns 
- Integral member of a team tasked with the cultivation of donors and moves management plans

National Alumni Community Manager

• Developed and maintained membership support services for a 4100-member professional trade association
• Analyzed database records to identify leading and lagging indicators for engagement 
• Managed and designed member communications and benefit emails
• Acted as staff lead for the Diversity, Equity, and Inclusion Committee and member efforts for under-represented communities
• Staff administrator and developer contact for CiviCRM database

Membership and Communications Manager

• Responsible for developing and executing the annual marketing plan to grow membership for a statewide organization with an operating budget of $2.4M
• Manage and develop brand identity, public relations and advertising strategy to maximize the reach of the Club story
• Create multi-channel marketing campaigns to advance the benchmarks for sales and fundraising
• Managed a team that actively drives the customer experience and implement collaborative strategies to strengthen product perception and customer retention efforts
• Direct lead generation and member acquisition
• Maintain a crisis communications plan and respond to the need for any crisis communications
• Senior project manager and administrator for member and customer database administrator

Membership and Marketing Director

Rachel Vermeal is a National Alumni Community Manager at Outward Bound USA in Golden, CO.

Rachel Vermeal

Rachel Vermeal

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Summary