Senior Manager, Digital Marketing
August 2022 – Present
Digital Marketing Manager
August 2019 – August 2022
As a member of the marketing management team at Cohen & Co, I lead the firm’s digital strategy across web, social media, email marketing, and digital advertising, driving consistent year-over-year growth. I spearheaded a website rebrand, directed the transition to a new marketing automation system, and launched multiple digital initiatives. Notable achievements include a 148% increase in website traffic, a 30% reduction in technical SEO issues, and a 438% growth in email marketing, while maintaining a 35% open rate. I’ve expanded our social media presence with an 89% increase in LinkedIn followers and a 174% rise in impressions, reaching over 1 million annually. Additionally, I built our digital advertising efforts from the ground up, delivering 34 million brand impressions annually, continuously reducing CPM rates, and refining audience targeting. Beyond strategy and execution, I mentor junior staff, collaborate across departments, and lead digital marketing training firm-wide.
In 2022, I led a strategic website rebuild to enhance user experience, streamline site management, and modernize the firm’s digital presence. The initiative merged two separate sites, upgraded to the latest Kentico CMS, and transitioned the website to the cloud for improved scalability and performance. Additionally, we integrated key platforms, including Salesforce and Pardot, to enhance marketing automation and lead management. Post-launch, the site achieved a 10% increase in visitors, a 24% rise in page views, and a 30% improvement in response time, driving greater engagement and efficiency.
I led a strategic recruitment campaign to attract top talent in the competitive registered funds space. We showcased our firm’s culture, expertise, and unique advantages by targeting professionals from eight national firms. Our LinkedIn paid media campaign reached over 6,200 individuals and generated over 75,000 impressions. The effort resulted in over 200 applications and 35 accepted offers. This campaign earned the firm the Association for Accounting Marketing’s (AAM) 2023 Marketing Achievement Award for ‘Marketing and PR – Recruiting Campaign.
At Cohen & Co, we host numerous client and prospect events throughout the year. I led a strategic initiative to streamline event registration for both in-person and virtual events by developing standardized, customizable templates. These templates ensure brand consistency, mobile optimization, and seamless integration with Salesforce and Webex, enhancing campaign tracking and revenue attribution. This initiative improved operational efficiency, enhanced the user experience, and provided deeper data insights for the business.
I led the firm’s transition from ClickDimensions to Salesforce Account Engagement (Pardot) along with standardization of our email marketing program to enhance efficiency, branding consistency, and overall performance. In 2023, we updated the designs of our emails to create a more consistent look with our newly launched website. These efforts to improve our email program have resulted in a 438% increase in email marketing reach while maintaining a strong 35% open rate.
I spearheaded digital advertising initiatives across brand awareness, market entry, webinar promotion, and lead generation. Leveraging the Google Display Network (GDN) and other platforms, we scaled our digital advertising program to exceed 34 million impressions annually while continuously optimizing for efficiency and performance.
During the COVID-19 pandemic, our premier event transitioned to a virtual format, requiring the creation of a dedicated microsite to generate excitement and enhance the attendee experience. The microsite served as a central hub for event details, seamless registration, and session access. Registration was fully integrated with Salesforce and Webex, ensuring a smooth process for participants. The conference was a resounding success, featuring eight virtual sessions and attracting over 300 attendees.
The Mentoring Monday campaign was one of the first integrated efforts I led at the firm. By strategically combining our participation, regional paid media, and website promotion, the initiative generated a significant surge in social media impressions, helping the firm achieve its highest-ever monthly total. Additionally, we saw record-breaking website traffic, with page views increasing by 44.77% year-over-year.