Laurie Freeman
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About
I'm a creative and strategic online marketing manager who enjoys building brands, engaging consumers and creating shareable content for social media campaigns, websites and blogs.
Areas of Expertise
• • Brand Positioning and Communications for Integrated Marketing Programs
• Content Strategies for Omni-Channel Campaigns, Social Media Platforms, Websites and Blogs
• Social Media Project Management, Channel Strategies and KPI Measurement
• Research and Project Management Toolbox includes: Jira, Confluence, Advantage, Google Analytics, Khoros, Brandwatch, Social Studio, Sprout Social, Infegy and Sprinklr
Industry Focus: Healthcare, Financial Credit, Automotive, Education and Retail/E-commerce -
Education
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Bachelor of Science BS Retail Merchandising Management & JournalismEastern Michigan University
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Experience
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Content and Social StrategistDP+/Fusion92Farmington Hills, MI* Create multi-level content plans for client product launches, aligning brand communications and customer buying/consideration journey. Clients include Blue Cross Blue Shield of Michigan, Start Hearing, LightRx, Lineage Logistics, OneMain Financial, Dark Horse Brewery * Perform competitive analysis across various business units for product assortment, content, and social presence * Develop and execute strategic organic & paid social initiatives for agency clients and new business pitches * Manage budgets and optimize paid campaigns across multiple business units * Amplify positive client relationships by providing support and strategic counsel for all social media initiatives * Serve as SME for all things social media within the agency
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Senior Social Content StrategistCampbell EwaldDetroit, MI* Successfully developed and launched brand positioning and social media messaging for GM's OnStar services to attract a new generation of members * Partnered with OnStar's CRM, PR, and Website managers to assure brand consistency throughout the customer journey * Provided always-on content for social channels highlighting OnStar's benefits, features, and member stories * Consulted with GM Product Planners on competitors, offerings, and pricing packages * Increased online audience by 25% while consistently holding share of voice above 90% * Monitored and initiated emergency weather alerts in areas with threats, offering free service to GM owners * Presented quarterly plans to combined General Motors divisions to identify opportunities for cross-promotions
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Awards
Campbell Ewald won a "D" (Detroit) creative Award for our OnStar immersive canvas experience video which I
executed social strategy for. This interactive video was the first of its kind for Facebook as I coordinated efforts between
our creative team and Facebook engineers
2016-04-01 - 2016-11-01 - GTB (formerly Team Detroit) - Dearborn MI
User Experience & Digital Strategy for Ford Motor Credit Company
Identified key sales opportunities to align Ford Credit with Ford Motor's shopper journey
Amplified brand awareness for Ford Motor Credit Company in the social media space
Mentored and trained Ford Credit's social publishers including best practices for Twitter and YouTube
Supported GTB managers with digital and social media marketing strategies for new Ford Credit products
2011-06-01 - 2016-02-01 - Publicis Groupe - Windsor Ontario Canada
Social Media Marketing Manager
Hired by the Publicis North America and contracted to Publicis Windsor as the agency lead to manage FCA - Canada's
social media presence on Facebook Twitter and Instagram for the following brands: Chrysler Dodge Jeep Ram FIAT
500 and Alfa Romeo
Developed and executed social strategies for new vehicle launches across all six brands
Planned and authored always on content for two distinct audiences (English and French)
Responded to customer inquiries and escalated sensitive issues through FCA Customer Care
Wrote monthly social media articles for the client to include in FCA Dealer Newsletters
Increased fans by 100-300% across all brands and platforms
Successfully launched and supported a variety of integrated marketing influencer campaigns including
o Jeep's Life is Calling
o Dodge Dart Road Test Trivia
o Dodge Journey MVP
Events & Partnerships
Attended 4 Canadian International Auto Shows to photograph vehicle reveals & displays
Amplified sponsorship partners such as Rogers Hometown Hockey. Crankworx & Ram Rodeos
Won a Guinness Book World Record for the longest Dodge/Ram parade by coordinating owners in Ontario
Canada for a meet and drive event
2010-01-01 - 2011-01-01 - Borders Group Inc - Ann Arbor MI
Borders.com - Merchandising Manager
Hired to assist a special core team of e-commerce professionals to plan and execute a new website design for Borders.com which included new product categories and services. Managed online merchant team who published
products to Borders.com
Sourced new distribution partners for non-book products and managed pricing
Strategized promotions with media agency 360i to optimize display advertisements and SEM
Partnered with Commission Junction to build out compelling affiliate offers
Identified opportunities with social media manager to execute Facebook and Twitter initiative -
Industries
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Skills
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Elsewhere on the Web
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On Coroflot@marketinggirl08, member since 2016
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