Holly A. Poet
Downingtown
Summary
Dynamic digital marketing and communications professional with a proven track record in B2B and B2C sectors. Expertise includes crafting innovative marketing solutions, strategic planning, and executing impactful paid media strategies while engaging stakeholders at all levels. Recognized for exceptional leadership and relationship management abilities, complemented by a strong aptitude for planning and adaptability in fast-paced, evolving environments. Proficient in managing multiple high-level projects to ensure alignment with organizational goals, driving measurable results that enhance overall business performance.
Overview
10
10
years of professional experience
1
1
Certification
Work History
Senior Manager, Marketing Campaigns and Social Media
AccessLex Institute
01.2021 - Current
- Lead integrated, multi-channel marketing campaigns while overseeing $560K advertising and $190K sponsorship budgets for profit and non-profit businesses.
- Offer guidance and recommendations to leadership on annual paid media programs and tactics that will help meet company KPIs.
- Manage relationship with media agency and multiple third-party publishers to plan, execute, measure, and optimize paid strategies on time and within budget.
- Manage Social Media Specialist and oversee all company social media marketing activities and campaigns.
- Guide the Go-To-Market strategy for new products and services.
- Lead annual A/B testing strategy to identify preferences among target audiences.
- Ensure brand consistency in all marketing collateral; draft and edit materials.
Digital Marketing Strategist, Institutional Marketing
Vanguard Planning and Development
01.2017 - 01.2021
- Led integrated cross-channel marketing for Institutional Marketing’s key priorities; ensured regulatory compliance.
- Managed media agency and publisher relationships (e.g., CNBC, Wall Street Journal) to execute and optimize paid strategies on time and within budget.
- Launched first lead generation campaign, delivering 73 qualified leads in 2020 across key product campaigns.
- Oversaw paid search to promote key topics for institutional investors.
- Provided actionable planning insights through data analysis.
- Led LinkedIn campaigns, increasing followers by 38% in six months and exceeding industry benchmarks.
- Managed content calendar and partnered with business leads to align thought leadership and messaging across business lines.
- Developed email journeys with business leads to boost engagement and advance prospects through the funnel.
Marketing Manager, Retail Marketing
Vanguard Planning and Development
01.2016 - 01.2017
- Led marketing for ‘RPM 10 Program’ (clients ±10 years to retirement). Used A/B testing on emails and website to optimize client experience.
- Drove marketing for Retail Investor Group initiatives (e.g., VBA, MMR) and managed compliance communications to 2.7 million clients for SEC Money Market Reform.
- Developed multi-channel plan to promote Vanguard’s active funds.
Education
B.S. - Business Administration
Bloomsburg University of Pennsylvania
Bloomsburg, PA05.2000
Skills
- Strategic advertising execution
- Digital marketing
- Targeted marketing strategies
- Social media strategy
- Strategic campaign planning
- Data-driven decision making
- Budgeting and allocation
- Audience analysis
- Relationship Building
- SEO Optimization
- Social media platforms
- Product promotion
Certification
Certified Digital Marketing Professional - American Marketing Association and Digital Marketing Institute, Issued March 2023
Timeline
Senior Manager, Marketing Campaigns and Social Media
AccessLex Institute
01.2021 - Current
Digital Marketing Strategist, Institutional Marketing
Vanguard Planning and Development
01.2017 - 01.2021
Marketing Manager, Retail Marketing
Vanguard Planning and Development
01.2016 - 01.2017
B.S. - Business Administration
Bloomsburg University of Pennsylvania
Earlier Experience
The Vanguard Group, 2009 - 2014
- Financial Advisor Services Evolution Project Administrator
- Participant Experience Project Administrator
- Participant Education Communication Consultant