STEVE HARTLEY
Cell - (205) 381-6894
Landline - (205) 979-8375
email: steve@stevehartley.info
QUALIFICATIONS SUMMARY
A highly effective, results-oriented professional with solid marketing and advertising experience. Demonstrated experience in marketing planning, budgeting, research and production. A team player, with first-hand knowledge and experience in the role marketing plays within an organization. Detail oriented, but with the ability to see the ‘big picture’ of the organization’s goals and efforts. Areas of strength and experience include: Marketing Management, Direct Mail/Direct Response, Marketing Research, Production, Strategic and Tactical Planning, CRM Communications, Account Management, Internet Marketing, Web Development, Search Engine Optimization, Social Media Marketing, Online Advertising, Email Marketing. Exemplary communication and presentation skills.
PROVENANCE DIGITAL MEDIA - Birmingham, AL 2009 - Present
Account Executive
Recruited to manage all new accounts and to identify potential new clients. Responsibilities include:
- Web Presence - Develop strategy for clients based on their overall marketing needs and analysis of their target market’s web activities.
- Web Analytics - Use programs to establish websites’ current traffic patterns, to affect site visitors’ actions and ultimately increase defined conversions.
- Internet Marketing Strategies - Research and recommend comprehensive strategies for clients that include website and microsite development, search engine optimization, internet advertising, and social media marketing.
- Social Media - Establish presence that maintains and reinforces clients’ brand identity across multiple internet channels. Instruct clients in effective social media marketing efforts.
- Website Design and Development - Direct in-house team in the creation of clients’ websites, the inclusion and development of necessary site features and applications, the deployment of sites, and the training of client personnel on proprietary content management system.
O2 IDEAS – Birmingham, AL 2005 – 2009
Interactive Strategist
Consulted with external and internal clients on all Interactive marketing needs, including:
- Search Engine Optimization - Properly optimized websites for search, created title tags, meta-tags, and meta-descriptions that coordinated with content and selected keywords; performed link analysis and set up links to and from other sites.
- Website Development - Advised on site architecture and page structure; created content based on keyword selection; developed navigation menus and ordered pages for optimum usability; updated sites and made minor alterations and modifications to sites' HTML code.
- Internet Advertising - Created AdGroups for Google AdWords; developed keyword lists for individual AdGroups; developed keyword and bid strategies based on overall Pay-Per-Click strategies; created PPC ads; determined keyword type (broad match, phrase match, exact match, negative match).
- Social Media - Established presence on appropriate Social Media sites; contributed timely and relevant updates to Social Media sites; researched, wrote, and posted updates to client blogs; created Flickr accounts and uploaded photographs and descriptions.
- Training - Trained agency staff on Interactive channels and techniques; trained Public Relations staff on usage of Social Media channels for PR; Account leaders on Internet Advertising with a specific focus on Google AdWords.
Direct Marketing Account Supervisor
Coordinated agency and client team members in the execution of multiple direct marketing projects, averaging 300+ separate direct mail projects per year. Responsibilities and accomplishments included:
- Direct Marketing Strategy – Developed overall strategy for clients based on overall business objectives, presented strategy recommendations to client team, directed agency and client personnel in execution of strategy.
- Branding – Monitored creative development to ensure strict adherence to established brand guidelines and positioning in all marketing communications.
- Analysis – Analyzed response rates and program lift rates to determine if tactics met defined objectives. Participated in quarterly (or more frequently as necessary) meetings with client and outside vendors to recap previous mailings’ results.
- Email Marketing - Developed strategies, guidelines, and allocated agency resources for the inclusion of email marketing components into client’s overall campaign communication mix.
- Staff Management – Led a team consisting of two account executives and two account coordinators. Worked with two associate creative directors to lead entire direct marketing unit.
KAPLAN TEST PREP – Birmingham, AL 2002 – 2005
Center Manager
Managed for all Kaplan Test Prep operations and marketing efforts within the State of Alabama. Responsibilities and accomplishments included:
- Increased Center Revenues – Increased revenues by an average of 13.00% in the first six months in the position over the same time period in the previous year. In second year increased lead generation 74% over previous year, and increased revenues 23.1% over previous year.
- Media Planning and Placement – Determined advertising needs based on class start dates and national marketing objectives in each of five geographic markets. Developed and implemented media schedule for print advertising in all five markets.
- Staff Management – Hired, trained, and managed a staff that consisted of two full time employees, four part-time employees, and over twenty part-time instructors.
THE UNIVERSITY OF ALABAMA AT BIRMINGHAM – Birmingham, AL 1998 – 2002
Director of Programs and Marketing - School of Engineering Professional Development
Directed all marketing efforts for the School of Engineering Continuing Education department. Responsibilities and accomplishments include:
- Marketing Strategy and Tactics - Developed marketing plan for the unit to expand within existing markets while developing new markets. Developed and implemented tactical marketing efforts for each product line. Developed budget for each product line.
- Graphic Design - Designed catalogs, brochures, advertisements, and sales related materials. Established unified theme of all sales and promotional materials.
Marketing Director – UAB Special Studies
Directed all marketing, advertising, and public relations efforts for the University’s largest continuing education department. Responsibilities and accomplishments include:
- Staff Management – Led marketing staff in development and production of quarterly catalog and associated collateral materials.
- Branding - Designed and implemented a long-term, unified branding style for all of the department’s marketing communications.
- Print Advertising - Developed and implemented print advertising schedule based on program needs and budgetary considerations. Designed print advertisements.
- Analysis and ROI - Analyzed lists to ensure mailings were targeted to appropriate demographics. Monitored response rates to gauge promotional effectiveness.
EDUCATION
Bachelor of Arts in Communication, The University of Alabama
Advertising Major, Marketing and English Minors