Amanda McDonald, MBA

Responsible for the strategic direction and development of Akamai's digital marketing capabilities. My team creatively designs global digital marketing programs that help achieve brand and business objectives with various cross-functional teams.

Led an Agile team with a maniacal focus on creating value for our customers by testing into an all digital go-to-market model. Created a novel machine learning model that sought to improve patient outcomes through the use of predictive analytics. Designed and implemented global feedback loops that measured effectiveness of marketing activities and promoted hypothesis driven optimization.

Led an Audience First paid media program for IBM Security with a hyper-focus on paid search. Lent strategic direction to cross-functional AGILE team that developed world-class internal marketing analytics dashboards (Pearl) to enable marketeers to make data driven campaign optimizations. AGILE team member focused on reimagining the internal financial process surrounding media budget procurement and operations.

Built and optimized omni-channel (webinar, paid media, search, social) marketing strategy for software-as-a-service (SaaS) product to acquire new leads and nurture through to sale. Developed and optimized acquisition and eNurture strategies for email channel. Planned and managed content calendar. Created sales enablement plans for global sales teams.

Managed digital media and content agency relationships. Led strategy for digital advertising; paid search, social, organic and programmatic display. Integrated data driven insights from offline and online cross channel data to optimize search, display and social media placements and drive more efficient sales. Led on-going performance analytics initiatives in order to continually investigate and seize opportunities uncovered by integrating internal data with external data, trends and new technologies. Presented the story of the campaigns performance with leadership. These sessions often led to new ideas from executives using the customer insights from ad analytics with corporate level initiatives. Partner with agency teams to develop new creative for advertising campaigns (online, broadcast, print, alternate channels). Develop creative and testing strategies for existing and emerging media channels (search, mobile and social). Website management contributor - content development, design and search engine optimizations (SEO), user acceptance testing and production acceptance testing.

Leading projects in emerging techonogies with a focus on social networking, knowledge management and eCommerce. Led the re-design of the company’s website and the development of web-based applications to further enhance the customer’s online experience. Created web-based marketing campaigns. Planned and executed new market grand openings and industry specific events to strengthen brand awareness. Researched and analyzed market profiles and conditions to define target markets.

Planned and managed all monthly events. Member recruitment and retention. Helped with creating press releases.