(I)
Tied the channels to revenue
I aligned multi-channel digital engagement with long-term revenue goals and ran integrated plans built to convert, with about $200K a year in paid media behind them.
(I) The situation
Every dollar had to show up for the mission.
AIDS/LifeCycle runs on a $10M event and marketing budget, and in a nonprofit every line of that budget has to prove it moves the mission forward. Marketing, communications, digital, and the platforms underneath them all had to pull in the same direction.
(II) What I did
Three moves.
(II)
Ran the platforms
I oversaw the rollout and ongoing change management of the third-party and custom-built platforms the program depends on.
(III)
Made launches into moments
I curated and merchandised the online store, and launches averaged more than $125K in revenue within the first 24 hours.
(III) What came of it
The numbers.
$10M
event and marketing budget
$200K
annual paid media
$125K+
store revenue in the first 24 hours of a launch
I also led the marketing team and worked with senior leadership on the organization’s growth plans.