Laura N Ruddy

lauranruddy@gmail.com | 914-646-0901 | www.linkedin.com/in/lauranruddy

MARKETING EXECUTIVE * MULTI-CHANNEL MARCOM

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Accomplished 360 campaign marketing executive offering integrated project management experience in television, radio,
print, out-of-home, and digital. Possesses the ability to combine the innovative, perceptive and holistic insights of a designer
with the pragmatic and systemic skills of a planner to guide strategic direction in context of business needs, brand intent,
design quality and customer insight.

AREAS OF STRENGTH & EXPERTISE

Marketing Strategy
Analytics
Competitive Intelligence

Online & Offline Advertising

Website & Social Media Development
Communications & Relations

Integrated Campaigns
Media Planning
Creative Development

PROFESSIONAL EXPERIENCE
Independent Contractor/Consultant

(2012 Present)

American Express, New York, NY

(Jul 2014 Present)
Accelerate spend growth through elevated marketing and communications strategies to top clients.
Drive increased customer engagement, loyalty and spend of high value/high potential small business card members (top 1.5%)
with new digital marketing and Salesforce CRM loyalty programs. Develop an integrated marketing calendar and dashboard to
track cross business unit marketing efforts and results for top client segment.

Project Managed CRM Loyalty Initiative: Ran multi-tiered segmented incentive plan which drove customer spend and
reduced attrition.
Led List Management and Creative Development: Managed list selection and outreach efforts; drove messaging
alignment across internal stakeholders; and produced training decks for mitigation strategy to counter partners
implementation of reward redemption limits.

Intuit, San Diego, CA

(Nov 2013 Jan 2014)
Set & managed the digital contact strategy, test & learn plan, and process flow for new product launch.
Steered lead gen efforts for Intuit Practice Management (IPM). Led direct response, online advertising, search, and web page
refresh. Leveraged customer insights to define the marketing & digital communication strategy and drove plans for delivering
outcomes. Functioned as IPMs GM interacting with stakeholders across the organization.
Developed Multi-Platform Creatives: Established messaging hierarchy and effort calendar; deployed consistent messaging
and imagery across channels.
Drove Significant Increase in Free Trials: Through lead gen targeting and messaging, lifted trials by 160%.
Created & Executed Test & Learn Plans: Determined segment sweet spot through targeting test resulting in 170 bp lift.
Messaging test outperformed control by 80 bps.
Addressed E2E Process: Led efforts to develop solutions and uncover opportunities to improve end to end process flow
and increase intent conversion across channels.

Pfizer, Rye Brook, NY

Developed & executed B2B marketing strategies for multi-channel new product launches.

(Feb 2013 Oct 2013)

Led development of advertising assets, landing page content and design for Integrated Health. Collaborated with PR on
strategy and execution of advocacy programs including paid & earned media. Designed and produced multilingual B2B marcom
including digital, print, and video for domestic & international markets. Augmented audience development via
community/industry events, online & offline registration drives, SEO, and lead gen.
Created Series of Product Videos for Online and Field Sales: Conceptualized animated :90 short for new product launch to
support owned media strategy. Compiled introductory video from customer testimonials. Developed speak & see audio
deck for conferences. Produced multilingual social gaming product demo videos.
Led Landing Page Development for Product Website: Composed copy for product page and provided content. Created
series of posters and tabling cards with digital assets to drive prospects to videos and landing pages.
Partnered with Sales and Operations to Build Lead Generation System: Produced communication and interactive assets to
support sales activity through multi-channel marketing campaigns.

Laura N. Ruddy

www.linkedin.com/in/lauranruddy

Furniture Sharehouse, Larchmont, NY

Develop & execute social media strategy for local not-for-profit.

(Dec 2012 Present)

Create the social media strategy, including: viral marketing campaigns; content and posting schedule with integration into the
overall business strategy. Contribute to growth of donors, supporters and donations through integrated campaigns. Monitor
and analyze social media trends and impact on organization. Manage communities.

Increased Online Audience: Tripled amount of Facebook likes in 8 months with viral campaign.
Revitalized Community Pages: Updated the look & feel of Facebook page and added a donation button.
Created Communications Calendar: Constructed process document with dashboard and detailed action plan.

American Express, New York, NY

Senior Marketing Manager, Consumer Cards Acquisition Advertising & Account Management
Developed & executed strategies for direct response and 360o campaign channels.

(2005 2012)

Set and managed strategic plan for acquisition DRTV & brand response campaigns; led 360 o campaigns across all online &
offline media channels. Compiled competitive intelligence activities & trends across financial services & travel verticals. Coauthored creative & media briefs, market analysis and strategy. Oversaw two direct reports responsible for campaign
execution, forecasting, and reporting.

Led Creative Development, Media Planning, Testing & Evaluation: Developed multi-platform ads and media plans for
acquisition consumer cards. Built executive-level relationships; managed work flow of concurrent projects ensuring
deliverables were on time, on budget and on strategy.
Designed and Launched Interactive Microsite: Conceptualized, designed and launched innovative landing experience for
co-brand credit card prospects that incorporated user interactivity with content. Features such as Ratings & Reviews, upsell
pathing and deep linking capabilities improved conversion by 10-40%.
Directed Interactive Mobile Campaign: Developed and launched an integrated mobile experience which included a mobile
friendly microsite, application form and interactive ad unit. Increased conversion by 330%.
Developed Interactive Ad Units: Conceptualized, developed and launched innovative rich media ad units which facilitated
user interactivity with the content.
Spearheaded Halo Attribution and Created Channel Budget Allocation Funnel: Conducted halo attribution analysis
measuring impact of campaigns across online & offline channels. Created budget allocation funnel for 360 o marketing
campaigns to maximize efficiency. Lifted ROI by 0.41.

Time Warner, New York, NY

(1999 2005)
Senior Marketing Manager & Consultant, Consumer Marketing Program & Channel Management
Developed & executed strategies for subscription marketing, product and branding campaigns.
Set customer retention & acquisition marketing strategies for subscriptions; managed acquisition, renewal and cross-sell efforts
through multiple channels: email, inserts, direct mail, online, telesales & customer service. Developed creative, segments &
launch schedule for digital & print ad campaigns for Time Inc. Interactive and Consumer Marketing; led creative, list, and
compliance; maintained brand integrity of all participants.
Conducted Viral Email Marketing for Cross Platform Initiative: Developed creative, segments & launch schedule for AOL
Keyword Food, a collaborative branding campaign. 2003 Presidents Award winner.
Launched Complex Retention Initiative from Concept to Completion: Successfully proposed and orchestrated two
innovative programs to save valued subscribers. Conducted extensive testing & focus groups; developed roll out plan;
designed reporting & system enhancements to automate processes. +33% RR / +100K subs/yr.
Designed Creative, Layout and Messaging: Chose images and wrote copy for print & online cross sell ads and refer-a-friend
e-mail campaigns. Wrote TV script for PBS Money Magazine promotion.

EDUCATION

Adelphi University: Bachelor of Science, Management & Communications; graduated Magna Cum Laude
New York University: Executive Business Mastery Certificate Business Strategy Essentials
Sacred Heart University: Candidate, Masters in Communications