Alison Wells-AFB

+ Digital Strategy & Web Ecosystem Leadership: Own the digital roadmap for eight brands, including SEO, PPC, CMS development, and site performance.
+ Program & Launch Management: Lead enterprise-scale initiatives such as the Image360 website launch, coordinating timelines, blockers, and cross-team dependencies.
+ Vendor & Partnership Orchestration: Manage relationships and workflows with MarTech v

Oversees SEO, website administration, paid media, content strategy, product marketing and strategy for ten franchise brands. Streamlined the MarTech stack saving $60,000 per year and launched a net-new website with content and paid media processes in under four months.

Reversed a -1200 enrollment deficit to a 950 surplus in less than a quarter and achieved double-digit growth in enrollments and revenue. Managed an $80MM annual revenue and $700k paid media budget, optimizing ROI and leading a high-performance marketing team.

Directed marketing for US law school and licensure programs, overseeing strategy and execution.

Worked as Director of Marketing, US Law Scool and Licensure at BARBRI Global.

Guided product strategy for over $175MM of revenue in boot camp products and established protocols and processes for the Boot Camp Product Management team. Developed new asynchronous products that generated an additional half a million dollars in revenue within six months.

+ Product vision and 1, 3, and 5-year horizons for key boot camp products.
+ Product strategy using user stories, roadmaps, MVP requirements documentation.
+ Cross-functional team enablement: marketers, user experience, curriculum designers, and engineers.
+ Built and optimized learning experiences for student outcomes and profitability.
+ Co-created flagship asynchronous edX products.
+ Creat

+ Iterated on existing GTM market strategy to raise annual product revenue 31% YoY.
+ Utilized consumer preference data and new media targeting strategy to increase leads by 62% in “unclaimed” regions and improved qualified conversion by 15%.
+ Co-led a cross-business line team to create a shared understanding of our customers across business lines and spearheaded a universal data collection strat

Optimized GTM market strategy to raise annual product revenue by 31% YoY and increased leads by 62% in unclaimed regions. Led cross-functional teams to build and optimize learning experiences and created a data collection strategy for web properties, Salesforce, and Tableau.

+ Highly-rated presenter at CASE District V conference on the research and selection behavior of prospective incoming Gen-Z students.
+ Devised and executed integrated marketing campaigns, driving growth of 4% in female masters/doctoral students and 8% in underrepresented minority (URM) masters/doctoral students.
+ Collaborated cross-functionally on brand strategy for the College of Engineering's

Increased masters/postgraduate student applications by 12% via paid, owned, and earned campaigns. Led a team of 6 in creating web products and spearheaded the office's expansion from a communications shop to a communications and marketing shop.

+ Site strategy for Michigan Engineering websites, including the creation of scalable department "web pack" products
+ Agile project management for web team products.
+ Champion of SMART goal setting, transparency, and knowledge sharing across the college, University, and with peer universities like UC-Berkeley, Georgia Tech, Cornell, etc.

+ Optimized existing framework in partnership with the user experience and technology teams to recommend features and functionality to improve customer experience.
+ Created content ecosystems and strategy for campaigns and energy subsidiaries.
+ Established content hierarchy and imagery recommendations based on marketing plan and company priorities.

Optimized existing framework in partnership with the user experience and technology teams to recommend features and functionality to improve customer experience. Created content ecosystems and strategy for campaigns and energy subsidiaries.

+ Acted as the in-house authority on analytics, metrics and tracking the success of communications projects and products.
+ Established KPIs to assist in-office content creators in the production of SEO- and assistive technology-friendly content
+ Contributed technical recommendations for the development team to optimize existing properties for SERP rankings, site speed and overall user experienc

Provided digital thought leadership for social strategy, inbound marketing, email marketing, and website design. Gathered technical business requirements for CMS selection and technology integrations, and managed programming teams including CMS training.

+ Digital thought leadership used in social strategy (including media spend), inbound marketing techniques, and website design & content strategy.
+ Leveraged business goals and target audience data to create actionable marketing plans to tie digital channels with traditional marketing tactics
+ Ensured continuity of online properties with offline to present a cohesive brand identity
+ Hands-on ma

Created marketing strategy and advertising campaigns for franchise owners, managing over $1.5 million in integrated campaign spend. Increased organic traffic by 7% and decreased operational costs via sales enablement and event marketing.

+ Created marketing strategy and advertising campaigns for franchise owners, which tie in to corporate-led initiatives and brand standards.
+ Responsible for over $1.5 million in fully integrated marketing campaigns spanning TV, radio, print, direct mail, email marketing, web & social media presence, and outdoor advertising.
+ Regular presenter at national client conferences
+ Key creator of cont

Managed day-to-day client relationships, account planning, budgeting, and project management. Grew organic client business by 150% on average and ideated a low-cost campaign that increased Kid Cuisine reviews by 1400%.

+ Managed client relationships, account planning, budgeting, estimation, and project management to ensure successful outcomes.
+ Developed strategies for CPG, online education, and eCommerce apparel clients, including rating platforms, loyalty programs, and website redesigns.
+ Achieved an average organic growth of 150% across five previous-year clients.
+ Led new business pitches, creative concep

• Developed comprehensive social media strategies and compelling copy to increase client engagement.
• Orchestrated 360-degree brand experiences across multiple channels, from experiential events to digital campaigns.
• Conducted thorough digital campaign analysis, including online listening studies and competitor research.
• Established brand tone of voice and crafted engaging social media conten

+ Managed resource allocation, freelancer recruitment and onboarding, and project cycle management in the digital department.
+ Collaborated closely with project managers to oversee projects from initiation to completion.
+ Successfully coordinated and assigned daily tasks for a team of 26 creatives whilst proactively identifying and addressing scheduling conflicts.
+ Ensured scope of work aligned

Edited press releases submitted by clients for content, readability and grammar. Formatted press releases for html display on Marketwire website and dissemination to major media hubs such as Yahoo! Finance, Reuters and the Associated Press. Assisted clients in maximizing the effectiveness of their press releases with Social Media and Search Engine Optimization.

- Selected by management to join te

Processed and issued checks for vendors and utilities to reconcile bank accounts with balances due. Drafted responses to potential new clients, responded to fan mail, as well as read and logged all potential security threats. Prepared home and office environments for photo shoots and taped segments for Chicago Magazine and HARPO.

- Researched and hired a new IT team to manage computers, servers,

Developed media leads for handheld devices. Created proposals using Fireworks and PowerPoint to persuade media brands to supply content.

- Selected to attend offsite media-pitch meetings in Manhattan and Washington DC. First intern in history of the firm selected to participate in such meetings.
- Designated by director of the New York office to act as a liaison between New York office and Ericss

Master of Science in Marketing from the Simon School of Business at the University of Rochester.

Bachelor of Arts in German Studies from the University of Michigan.

Bachelor of Arts in English Literature from the University of Michigan.