Aaron Morgan
Verified Expert in Marketing
Marketing Expert
Washington, DC, United States
Toptal member since January 5, 2024
Aaron is an accomplished and versatile digital marketer with a background in fast-growing and mission-driven organizations. He has a proven track record of delivering impactful digital strategies for prominent healthcare and technology companies. Aaron's contributions have driven business results, generated brand advocates, implemented enduring processes, and won awards.
Project Highlights
Education Highlights
Expertise
- Brand Marketing
- Community
- Creative Direction
- Digital Marketing
- Digital Marketing Strategy
- Marketing Research & Analysis
- Project Planning
- Social Media
Work Experience
Director of Digital Marketing
Forge Health
- Led digital marketing functions for DTC and B2B campaigns, reporting directly to the CMO.
- Replaced the pre-existing digital agency and took digital activities in-house, including search engine marketing (SEM), offsite SEO, email automation, campaign optimization, and end-to-end reporting.
- Established the company's presence on offsite SEO channels, focusing on Google Business Pages, Psychology Today, Yelp, Google Locations, and WebMD.
- Contributed to year-over-year business growth, including the digital footprint for a 40% expansion of telehealth and brick-and-mortar services.
- Streamlined digital systems to generate actionable data, saving costs for the business.
Director of Digital Marketing
Butterfly Network
- Led the agency supporting eCommerce, enterprise lead generation, and international growth within the healthcare and veterinary markets.
- Achieved a seven to eight times ROAS growth and a one to six customer acquisition cost to lifetime value ratio across campaigns. I also supported a 30% marketing contribution to the enterprise B2B pipeline.
- Managed the marketing team as the interim VP for two months, handling demand generation, marketing analytics, events, email marketing, forecast planning, and executive presentations.
- Launched social media presence and grew the following to 100,000+ in three years with an average engagement rate of 4.5% while driving brand share-of-voice to 115% above competition on related topics. Used tools like Sprout to analyze performance.
- Expanded to 10+ markets within the first year, supporting medical education, nursing, veterinary, enterprise, and eCommerce initiatives.
- Offered support with marketing and social media management during the IPO in 2021.
Senior Content Marketing Manager
Pandora
- Oversaw artist marketing and brand campaigns across organic and paid channels, including radio advertising. I led a cross-functional team that paired artist partners with campaign opportunities.
- Developed a marketing campaign strategy and led cross-functional working groups handling top-tier artist and festival content engagements, including South by Southwest, Prince, John Legend, and Janelle Monae.
- Built scalable processes to allow cross-functional teams to successfully engage multiple partners and drive business results while maintaining a marketing budget.
Senior Social Media Manager
Pandora
- Led organic social media presence for Pandora across Twitter, Facebook, Instagram, Snapchat, YouTube, and blogs. I supported social media implementation and branding, including a major brand refresh and multiple seasonal campaigns.
- Supported social media presence at 12+ custom advertiser concerts annually, including South by Southwest and several major festivals.
- Handled the redesign of Pandora's blog, driving a 200% increase in visitors month-over-month to 400,000 monthly.
- Managed the "Musicologist Monday" campaign across social media, driving over 8 million YouTube views.
- Co-founded Pandora's in-office "Whiteboard Session" concerts for YouTube and the company's blog.
Project History
Butterfly iQ+ Product Launch
https://youtu.be/ytuASCxjC_k?si=m3kbZISA9qdBM1aNLed the launch of Butterfly's second-generation ultrasound probe on social media, driving over 30,000 unique video views and a 300% increase in engagement rate, surpassing all competitors in the share of voice (SOV).
Butterfly iQ+ is the second-generation ultrasound probe created by Butterfly Network. The device and software contained many enhancements to the original offering in response to feedback and the needs of medical professionals. For the iQ+ launch campaign, I identified 15+ reputable and influential healthcare professionals active on social media who were offered early access to the device. After its launch, many of these individuals produced a flurry of unboxing videos, reviews, and educational clips with the iQ+. The authentic style and genuine enthusiasm spurred increased awareness, social engagement, new followers, and business results.
Musicologist Monday at Pandora
https://youtu.be/Zp6nrf7Z6p0Launched Pandora's musicologist video campaign, driving over eight million views across platforms through paid and organic social posts for three months.
This project involved 19 videos featuring seven curation team members showcasing unique styles and approaches to song selection by music genre. The videos aimed to showcase Pandora’s uniquely human connection to music, dispelling myths that online radio is nothing but a cold algorithm. The video series pulled back the curtain on the individuals handling music selections for popular genres, including hip-hop, rock, pop, and Latin. This campaign supported a larger brand effort to bring Pandora front and center for a more thoughtful approach to music, thoughtfully connecting listeners to the music they love.
Offsite SEO for Forge Health
Optimized existing offsite SEO and established a scalable foundation for best practices in offsite links, reducing reliance on paid media. This expanded Forge Health's footprint with a 40% growth in brick-and-mortar and telehealth care.
Forge Health offers mental health care at over 15 brick-and-mortar locations and regional telehealth clinics. I established a framework for existing facilities support and ongoing service expansion, establishing a complete and accurate presence on all effective offsite SEO channels. The focus was on Google Business Pages, Psychology Today, Yelp, Google Locations, and WebMD, including a partnership with BrightLocal that led to cost savings and efficiencies in awareness, site traffic, and treatment opportunities without reliance on paid media.
Education
Bachelor's Degree in Psychology
University of California, Santa Cruz - Santa Cruz, USA
Skills
Core
Digital Marketing, Social Media, Digital Marketing Strategy, Brand Marketing, Paid Advertising, Go-to-market (GTM) Strategy, Marketing Leadership, Marketing Strategy, Email Campaigns, Off-page SEO, Email Marketing Automation, Account-based Marketing (ABM), Marketing Research & Analysis, Social Media Content, Copywriting, Local SEO, Search Engine Marketing (SEM)
Platforms & Tools
Google Analytics, HubSpot, ActiveCampaign, Yelp
Other
Startups, Sprout Social, Microsoft Excel, Microsoft PowerPoint, Google, Data Analysis, Marketing Reports, Campaign Analysis, Leadership, Community, Creative Direction, Project Planning, Growth Marketing, Marketing Plans, Radio Advertising, Statistical Analysis, Paid Search, HIPAA Compliance, eCommerce Marketing, Paid Media, Blogs, Partnerships, Communication, Budgeting, YouTube, Facebook, Instagram, Snapchat, X (formerly Twitter), Creative Briefs, Team Leadership, Videos, Psychology
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