Lori White's Resume (Last updated October 19th 2009)

Marketing and communications professional with focus on digital brand planning, strategic social media communications campaigns and online community building.

Worked directly with CEOs in staging, managing and execution of new media ventures such as:

• MealChime.com
  

• PerkSpot.com
  

• CouponTweet.com
  

Collaborated to develop and create social media campaigns at national and international firms, working with brands such as Papa Johns, Bacardi USA and AT&T.

Key focuses and strategies:
Building the billable strength of brand conversations, creating usable and delightful web experiences, shaping stories and creating vibrant communities around their brands and personality, products and ideals.

Please refer to my portfolio for samples of my past work.

INTERACTIVE:
Basecamp and similar online project management software, MSOffice Suite; Mac OS, WSFTP, HTML 4.0, Google suite - fluency with majority of social media programs in the corporate and private sphere, familiarity with Quark/InDesign and Adobe Creative Suite, web tracking sites trends such as: Google page rank, Quantcast.com, Alexa & bloglines quantification, BlogJuice, Compete.com, and Yahoo links

FOREIGN LANGUAGE:
French - Fluent
Italian - Conversational

Head up development and execution of brand planning and strategic new media marketing and communications

• Planned strategic brand overhaul of client, Wolters Kluwer, a medical informatics firm, incorporating and supporting touchstone online video media spot with social media enriched microsite, and email marketing
  

• Developed new business proposals, working directly with CEO to broaden existing brands in ways that incorporate social media touchstones and increase conversion and awareness
  

• Designed and executed user experience frameworks, ensuring maximum conversion and exposure through strategic email marketing
  

• Drafted all brand collateral using social media and new media communications strategy to effectively reposition Wolters-Kluwer as a category leader in the use of new media

Executes strategic business development initiatives, optimizing and monetizing marketing, communications and customer service for suite of new media business websites

• Sought out and closed on strategic vendor partnerships to optimize sales via local and national merchants in parallel with tailored marketing plan and budgets
  

• Initiated user experience changes, improving user base and community engagement, halving amount of conversions lost due to failed sign-ups
  

• Interfaced with internal technology department to meet deadlines in support of overall strategic business plan for sites PerkSpot.com, an online employee benefit platform and CouponTweet.com, a viral discount sharing aggregator
  

• Executed strategic email marketing development, writing and completion
  

• Principal author of PerkSpot's corporate blog

Marketing, user experience and communications lead in upstart micro-philanthropy venture, developing strategic partnerships with online news outlets Village Voice, Brooklyn Vegan and Gawker media affiliate The Gothamist

• Set up 4 dollar microdonation site to aid in the repurchasing of rare items lost after the burglary of Daptone Studios in February 2009
  

• Managed entirety of site build, branding and vital user experience structure
  

• Executed pinpointed social media strategy, using quantitative metrics and qualitative research, administering nascent community of donors and concurrent online payment databases
  

• Developed communications strategy, using real-time blog monitoring and metrics-driven outreach, leveraging strategic partnerships with communities within Twitter and Facebook community hubs to strategically, genuinely and effectively raise over $1,500 in a whirlwind viral marketing campaign the course of only 3 weeks
  

• Have subsequently maintained the site and transferred funds, maintaining an email list and community of micro-donors
  

• Currently working with Daptone Studios on business development initiatives to improve their direct sales through creative new media strategies
  

Day-to-day client contact to launch new media venture, interfaced with existing technology and client teams to implement and execute new media and user experience strategy, reinvigorating brands and coordinating re-launch of new-media driven agency website

• Head project manager, focusing on staging and development of design build of MealChime.com, an agency-incubated dining coupon web search startup, executing marketing plan, drafting all communications collateral, interactive copy and creating customer relations feedback structure
  

• Researched and drafted user-interaction and experience design and information architecture plans, collaborating with Account Director and VP of Interactive to manage web builds for clients MealChime, Dean Foods, Bacardi USA-Martini-Rossi, and the Moosylvania agency website
  

• Built and coordinated team of data strategists to analyze and process restaurant search marketing database of over 100,000 restaurants across the nation
  

• Managed build-out and launch of Moosylvania Agency's website and online community outreach and web presence through action plan of social network engagement, blog monitoring, and site analytics research and outreach
  

• Led and administered agency-wide implementation and integration of Basecamp within all projects and clients
  

• Engaged and interfaced with cross-functional teams agency-wide to execute comprehensive blog editorial calendar and posting strategy for the Moosylvania's corporate blog, drafting all preliminary copy and developing initial launch plan

Strategic new media communications lead, proposing community outreach plan to generate marketing leads for ACORE's RETCH2009 conference and trade show in Las Vegas, NV

• Assembled RETECH09 conference microsite, blog and content management system, optimized for targeted online community and social media outreach
  

• Drafted integrated strategic sharable media proposal, preliminary blog outreach relationship reports and media outlet targets
  

• Managed all web content, drafting interactive copy targeted for key demographics planned
  

Conducted extensive online quantitative research and proposed qualitative analysis for community marketing strategy, pinpointing the most effective outreach hubs for national clients Papa Johns and AT&T

• Leveraged online web-tracking and analytics, contributing to new media community marketing and blog outreach initiatives
  

• Drafted comprehensive statistical reports gauging tone and relevance of social media in relation to media strategy using SEO data processing sites