Digital Marketing

From graphic design to digital marketing

During my time working at Vi Living, I was given the opportunity to expand my role from graphic designer into digital marketing where I began overseeing multiple digital channels. It started with co-owning website management, but over time grew beyond that into managing Vi's email marketing, social media, and becoming Vi’s main content webmaster for their content management system.

What I enjoy most about being a full stack marketer is that I can become a specialist in a variety of areas and experience all types of different projects as I hone my craft for those channels.

My experience in these channels thus far has included:

WEBSITE MANAGEMENT

Main content webmaster for content management system of ViLiving.com (corporate), and 10 community sub-domains.
Technical liaison on all new website enhancements for the corporate website, and ten community location websites. Oversaw partnering with agency team to vet new capabilities from a technical standpoint, then training the rest of the team on those enhancements once complete.
Internal creative lead for redesign of the new ViLiving.com (corporate) website, and 10 community location websites from 2019-2020.

email marketing

Led all email marketing for Vi Living. Implemented, executed, and managed email communication for all locations (newsletter, events, promotion), cross-community and corporate.
Analyzed website and email engagement statistics to work with digital agency to determine updates to improve overall performance and future testing opportunities.
Drove a refresh of all email marketing templates as lead manager of email communications to oversee creation of new templates and ensure the new template would align with the redesign of the new website for newsletters, events and promotional emails at all ten communities.

social media marketing

Lead on social media for Vi. Connected brand strategy to campaigns, oversaw creative launches with agency partners, drove awareness & buy-in of stakeholders, engagement and conversion for Vi and continued to innovate in this category.
Broadened Vi’s social media foot print through expansion of marketing in Nextdoor, and further expansion of Vi’s Facebook marketing program.
Implemented, led, and managed Facebook groups for seven of Vi’s ten community locations.

Campaign examples

eVENT Email

eVENT REGISTRATION (WEBSITE)

Overview: Vi’s location in San Diego, California hosted an informational event for prospective residents.

My role: Managed process for agency partner to create email. Vetted email creative and copy, led feedback, email QA, and revisions. Served as liaison with other stakeholders to ensure internal alignment.

Channels utilized: Email, Direct Mail

Audience: Email - Existing leads, Direct Mail - Existing leads, and targeting utilizing age + income parameters from a third-party data vendor

Links: Email linked to community location website for event registration.