Florence Barshak
Verified Expert in Marketing
Marketing Expert
San Diego, CA, United States
Toptal member since September 20, 2024
Florence is a creative marketing manager with 15+ years of experience leading multichannel campaigns that drive leads and boost pipeline growth and revenue. She is skilled at scaling brands and expanding market presence through strategic initiatives. She manages complex projects and leverages digital trends to capitalize on market opportunities. Florence thrives in fast-paced environments, driving brand awareness and delivering creative direction.
Project Highlights
Expertise
- Business Analytics
- Content Marketing
- Digital Marketing Strategy
- Email Marketing
- Facebook Ads Manager
- Google Analytics
- Multichannel Campaign Management
- Search Engine Optimization (SEO)
Work Experience
Growth Marketing Manager
ProSites
- Grew qualified leads by 35% and overall conversion rates in the healthcare and dental verticals by 20% within six months of crafting and executing growth marketing campaigns across email marketing, PPC, SEO, and automation.
- Reduced customer acquisition cost by 20% and improved lead-to-client conversion by 18% after leading end-to-end marketing execution, optimizing automation workflows, landing pages, and lead management processes.
- Boosted brand visibility by 25% and drove 15% higher engagement across social media and digital platforms by collaborating with internal teams and external agencies to launch brand awareness campaigns.
- Increased PPC campaign ROI by 40% and email open and click-through rates by 12% by analyzing data from multiple platforms to extract actionable insights.
- Established clear market positioning and developed channel-specific marketing plans, increasing new client acquisition within the targeted healthcare and dental sectors by 50%.
Marketing Campaign Manager
Cassida
- Drove $20 million in annual revenue from Amazon and Shopify SMBs by developing and executing integrated marketing campaigns across paid search, paid social, Amazon Ads, Shopify Ads, email marketing, webinars, and partnerships.
- Increased enterprise lead generation by 30% and drove $5 million in new B2B revenue by implementing ABM strategies targeting banks and large retailers for POS systems.
- Grew consumer reach by 80% and social media engagement across LinkedIn, Facebook, and Instagram by 50% by creating and launching a creative content marketing strategy.
- Boosted email open rates by 20% and drove 15% higher engagement across digital channels through compelling content development for email, landing pages, advertising, and event messaging.
- Executed ABM and paid media campaigns, attracting key buyers through personalized ad targeting and increasing large enterprise deals by 25%.
- Improved conversions by 37% within two weeks of optimizing campaigns through A/B testing of ads, landing pages, and content.
Senior Marketing Manager
The Super Dentists
- Increased patient acquisition by 25% and patient retention by 20% over two years by planning, developing, and executing all marketing strategies with a $5 million annual budget.
- Contributed to a 35% boost in brand awareness and a 15% rise in appointment bookings across all six locations by managing national brand campaigns across social media, TV, radio, and digital channels.
- Delivered patient acquisition and retention plans, achieving a 20% growth in new patient sign-ups and a 98% satisfaction rate that encouraged repeat visits.
- Grew patient engagement by 30% through multichannel initiatives and oversaw integrated marketing communications for campaigns, including creative, messaging, and media planning.
- Boosted website traffic by 50% and social media following by 20% by contributing to all customer-facing content, ensuring consistent brand messaging across websites, social media, PR, and digital signage.
- Improved SEO and SEM performance by 25% and drove a 30% increase in digital media ROI through effective media partnerships, leveraging content to execute digital marketing campaigns.
Marketing Manager
Search Optics
- Enhanced team productivity by 18% and consistently met budget expectations by aligning cross-department marketing efforts under a unified vision and performance metrics and streamlining processes.
- Contributed to a 15% boost in website traffic and improved lead quality within the first six months by executing SEO, SEM, email, social media, and display ad campaigns.
- Improved campaign effectiveness by 12% by developing and tracking marketing strategies and optimizing performance through ongoing analysis and A/B testing.
- Maintained brand visibility with customers and partners via creative multichannel campaigns, helping boost brand awareness and keeping the company's value proposition front of mind.
- Supported a 7% growth in client acquisition through cross-departmental collaboration, refining and communicating the company's unique value proposition.
- Increased event attendance by 20% and post-event lead generation by 15% by driving multichannel event marketing strategies.
Implementation Manager of Market Intelligence Solutions
Harte Hanks
- Managed customer onboarding and implementation for 15+ enterprise clients—achieving a 95% project completion rate within agreed timelines and a 20% reduction in onboarding time through optimized workflows.
- Increased client satisfaction scores by 18% by collaborating with clients to integrate Harte Hanks' data and intelligence products into their ERP and CRM systems.
- Boosted client adoption rates by 25% within the first three months of going live by customizing implementation plans to meet customer needs.
- Served as a subject-matter expert on Harte Hanks' data and analytics platform and customers' CRM systems, improving solution adoption and increasing recurring product usage by 30%.
- Contributed to a 15% growth in cross-selling additional services by delivering consultative implementation support and connecting product features to client use cases.
- Improved operational efficiency by 12% by documenting technical requirements and implementing process improvements.
Regional Manager of Marketing & Sales Support
ABC Supply
- Drove a $20 million sales increase over 18 months of leading marketing and sales support for 83 branches across the West Coast, supporting sales associates in moving inventory and identifying key market opportunities.
- Managed a $2.7 million regional marketing budget, executing targeted marketing campaigns, lunch-and-learns, and customer trips, improving lead generation for new product lines by 15%.
- Organized and facilitated 50+ regional sales meetings and training sessions for 500+ attendees, equipping sales teams with new direct marketing strategies and improving quarterly sales performance by 16%.
- Achieved a 9% market share improvement in highly competitive local markets after collaborating with business managers to develop product pricing, positioning, and distribution strategies.
- Boosted profit margins by 8% by analyzing market trends and customer data and providing actionable insights to business managers.
- Increased product awareness by 25% and significantly reduced inventory stagnation across branches after spearheading product diversification seminars.
Marketing and Communications Specialist
Unique Lighting Systems
- Planned and executed marketing strategies to increase product positioning and sell-through, driving a 15% increase in sales.
- Used co-op funds for customer loyalty programs like "Vacation Rewards" and "Grow Your Lighting Business", boosting repeat purchases by 12%.
- Developed incentive programs for distributor sales teams, improving task completion and sales by 10%.
- Launched the "Lighting Specialist Advancement Program" for John Deere Landscape, raising brand awareness and increasing sales by 20%.
- Expanded distribution outlets by 18% through trade promotions and increased in-store presence with POP displays and monthly product presentations, resulting in a 25% increase in customer inquiries.
Project History
Channel Optimization for Lead Generation & Conversion
Led a data-driven growth marketing campaign across PPC, SEO, and email channels, increasing qualified leads by 35% and conversion rates by 20% within six months while reducing customer acquisition costs by 20%.
As the growth marketing manager at ProSites, I spearheaded a comprehensive data-driven marketing campaign targeting the healthcare sector. I aimed to optimize PPC, SEO, and email marketing efforts to generate qualified leads and increase conversion rates. By developing a multichannel strategy that integrated PPC, email automation, and SEO optimizations, I increased qualified leads by 35% and boosted overall conversion rates by 20% within six months.
Additionally, I collaborated closely with internal teams and external agencies to refine messaging, optimize landing pages, and enhance automation workflows, reducing customer acquisition costs by 20%. My team used A/B testing and advanced analytics to extract actionable insights from multiple platforms, improving PPC campaign ROI by 40% and email open and click-through rates by 12%. This initiative contributed significantly to the company’s overall growth, increasing new client acquisition by 50% in the healthcare and dental sectors.
ABM Campaign for Enterprise Growth in Banking & Retail
Executed an account-based marketing (ABM) campaign that increased large enterprise deals by 25% through personalized ad targeting and strategic alignment with key decision-makers in the banking and retail sectors.
As the marketing campaign manager at Cassida USA, I led an ABM initiative targeting large enterprises in the banking and retail sectors for the company’s POS systems. The project involved personalized ad targeting through LinkedIn Ads and the Google Display Network, crafting content and messaging that resonated with C-suite decision-makers. I collaborated closely with the sales team to identify and prioritize high-value accounts, aligning marketing assets to address their pain points.
The campaign leveraged personalized landing pages and tailored email outreach, supported by targeted ads consistently optimized through A/B testing. This focused approach increased enterprise deals by 25% and generated $5 million in new B2B revenue. Through this project, I demonstrated the effectiveness of ABM in building deeper customer relationships, driving engagement, and delivering higher conversion rates for Cassida’s high-ticket POS systems.
High-impact Sales Enablement Campaign
Launched a sales enablement campaign across 83 West Coast branches that drove a $20 million increase in sales within 18 months by optimizing marketing efforts and empowering sales associates with new tools and product knowledge.
At ABC Supply, I led a sales enablement campaign across 83 West Coast branches to drive product movement and revenue growth. Collaborating with branch managers, I organized regional sales meetings and lunch-and-learn events to train sales associates on new product lines, cross-selling strategies, and inventory optimization. I also designed product diversification seminars, equipping sales teams to broaden client discussions and increase product uptake.
To boost performance, I introduced customer incentive programs, including trips and product giveaways, rewarding top-performing branches. By analyzing market feedback and adjusting strategies, the campaign resulted in over $20 million in additional sales over 18 months, increased inventory turnover, and stronger client relationships, positioning ABC Supply as a leader in the competitive exterior building products industry. My role spanned campaign development, execution, and ongoing optimization.
Education
Bachelor's Degree in Business Administration
San Diego State University - San Diego, CA, USA
Certifications
Google Ads Certification
Google Analytics Academy
Google Analytics 4
Google Analytics Academy
Skills
Core
Email Marketing, Campaign Management, Digital Marketing Strategy, Content Marketing, Email Marketing Automation, Search Engine Optimization (SEO), Marketing Analytics, Strategic Marketing, SEO Tools, YouTube Ads, Market Research & Analysis, Marketing Budgeting, Google Ads, Marketing Automation, Account-based Marketing (ABM), Affiliate Marketing, Public Relations (PR), Content Creation, Social Media Management, Search Engine Marketing (SEM), Google SEO, Pay-per-Click (PPC), A/B Testing, Paid Advertising, Customer Engagement, Customer Success
Platforms & Tools
Monday.com, HubSpot, Facebook Ads Manager, Google Analytics, Asana, Marketo, Iterable, Performance Max
Other
Large-scale Events, Adobe Creative Cloud, WordPress, Salesforce, Events, Project Management, YouTube, Jira, Outreach, Instapage, Business Analytics, Acquisitions, Multichannel Campaign Management, Tableau, Paid Search, Forecasting, Organic Search Traffic, Campaign Tracking, Dashboards, Audience Segmentation, Audience Triggers, Keyword Monitoring, SEO Performance Tracking, Predictive Analytics, Paid Acquisition, Profiling, Critical Thinking, Corporate Finance, Sales Forecasting, Trend Forecasting, Customer Research, Customer Insights, Customer Retention, Communication, Analytical Thinking, Paid Media, Automation, Salesforce Reporting & Dashboards, Email Content, B2B Partnerships, Product Launch, Vendor Management, Business Operations, Website Design, Corporate Branding, Event Marketing, Case Studies, Blogs, Web Analytics, Market Insights, Analysis, Cross-functional Collaboration, Data Analytics, Growth Experimentation, Advertising, Customer Data, Partnership Marketing, Project Scoping, Data Management, Data Analysis, Oracle, ProductPlan, Product Pricing, Promotion, Sales Enablement, OEM Sales, Vendor Relations, Event Planning, Email Design, AutoCAD, Constant Contact API, Sales Presentations
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