Reviews 1 — AMY KELLEY

AMY M. KELLEY

Providing growth strategies that help brands bring big ideas to life.

SUMMARY

I am a high-energy marketing leader with a proven track record of creating award-winning strategies that cut through the clutter and compel people to action. I thrive on creating order out of chaos and am energized by “impossible to solve” challenges. I have an entrepreneurial spirit with extensive client-side and agency-side experience. My superpowers include identifying blind spots and finding elegant solutions to unforeseen problems. I’m equally comfortable as an individual contributor, building scrappy in-house teams or directing agency partners.

Vibrant leader with a knack for driving innovation into organizations of all sizes.
Creator of award-winning advertising and multimedia media programs for brands including FamilyID, ArbiterSports, Lysol, Abbott Labs, Museum of Fine Arts Boston, Barbara’s Bakery, MITRE Corp, UNREAL Foods and Comcast.
Driving force behind integrated social media, digital, advertising, experiential programs, special events and New England Emmy nominated media efforts.

SPECIALTIES

GTM Planning • Marketing Operations • Email Marketing • Lead Generation • Brand Activation • Marketing Automation • Integrated Marketing • B2B, B2C and SaaS • Customer Lifecycle Marketing • Audience Segmentation • Product Marketing • Analytics • Vendor/Agency Management • Internal Communications

WORK EXPERIENCE

VP, MARKETING
FamilyID/ArbiterSports – Lexington, MA

2015 – Present

Establish and activate the brand strategy for high-growth SaaS B2B platform. Build the marketing function from the ground up. Part of senior management team focused on aligning tactical strategy with overall mission. Implement marketing automation and define, execute and optimize ABM approach. Own all aspects of marketing strategy, operations and governance.

Executed top-to-bottom branding effort, earning market recognition and achieving NPS score of 74.
Defined and activated multi-touch demand generation strategy including audience segmentation, marketing automation, lead scoring, nurturing and optimization.
Established end-to-end marketing operations, driving system and process alignment between Marketing, Product, Sales, Customer Success and Support.
Launched insights-based marketing and channel strategy driving 30% new revenue growth in K-12 market.
Accelerated top-of-funnel demand generation, with inbound marketing contributing to 58% of new ACV.
Formulated customer success framework leading to 96% customer retention rate.

MARKETING DIRECTOR
GSN Games (Game Show Network) – Boston, MA

2014 – 2015

Direct team of three marketing managers and two business analysts to implement customer lifecycle strategy, increasing monetization for $30MM annual revenue business unit.

Launched Skill Games first mobile app, driving a 48% increase in DAU over 12 months.
Established and implemented best practices for database marketing, data capture and market testing, resulting in 12% customer engagement increase and an 8% revenue increase.

ACCOUNT DIRECTOR
Genuine Interactive – Boston, MA

2012 – 2014

Senior strategy lead team at Boston’s premier full-service digital agency. Align cross-functional resources to deliver award-winning projects focused on website design, mobile application, social strategy, SEO/SEM, digital media, CRM, experiential marketing and community management.

Senior account lead for clients across multiple industries: Lysol, Museum of Fine Arts Boston, MITRE Corp, UNREAL Candy, Barbara’s Bakery, Eaton Vance and Arbella Insurance.

VP, ACCOUNT DIRECTOR
Publicis Groupe – Boston, MA

2011 – 2012

Senior strategy lead directing account team to execute breakthrough mobile-first HCP and Consumer strategies, leading to a $2MM+ revenue increase for the agency in <1 year.

Senior account lead for Abbott Labs, ideating and executing insights-based mobile media strategies and communication plans primarily for HUMIRA (HCP and Consumer).

SENIOR STRATEGY MANAGER
Comcast – Manchester, NH

2000 – 2011

11+ years refining the consumer go-to-market strategy for Comcast, directing agencies and leading teams in Creative Services, Marketing Strategy, Multicultural Marketing, Marketing Analytics and Program Innovation. Initiated NE Division’s award-winning Latino marketing program. Pioneered company’s first mobile and social roadmaps to prove out low-cost, highly dynamic marketing vehicles.

Sr. Strategy Manager, Northeast Division – Standardized a closed-loop measurement methodology for marketing campaigns across NE Division. Utilized detailed analysis, market research and incorporated new media trends to drive customer acquisition and achieve a high-percentage ARPU increase.
Strategy Manager, Greater Boston Region – Spearheaded Red Sox and Celtics On Demand content launches via multichannel campaigns including events, paid advertising (Online, DM, TV, OOH, digital, print, radio) and experiential efforts. Activated Greater Boston’s 1st SMS marketing effort proving out highly-effective, low-cost cross-sell/upsell channel. Mobilized Greater Boston region's 1st social networking program to build relevance with the college market, driving a 200% increase in online sales.
Multicultural Marketing Manager, Northeast Division – Provided organizational leadership and direction for Comcast’s award-winning multicultural marketing strategy, specializing in mapping the strategic vision for the Latino market.
Creative Services Manager, Northeast Division – Directed internal graphic design resources and external agencies. Pioneered creative development of the first interactive CD-ROM designed to promote launch of new Digital Video product. Executed AT&T Broadband to Comcast brand transition.

CORPORATE ADVERTISING SPECIALIST
FleetBoston Financial – Boston, MA

1998 – 2000

Provided executive support to Director of Corporate Advertising and the Director of Global Brand Identity. Developed and executed strategic marketing initiatives including advertising, collateral and direct mail programs.