Lynda Reinarz
Verified Expert in Marketing
Marketing Expert
Austin, TX, United States
Toptal member since June 28, 2023
Lynda is an enthusiastic, skilled marketer with over 20 years of experience in all marketing facets at blue-chip companies like Dell, IBM, and Nokia. She thrives in a fast-paced environment, adapts and ramps quickly to changing priorities, and leads with a results-first mindset. Lynda's passion is in demand generation, content and social strategy, paid media, and partner marketing. She always seeks to deliver stellar, trackable results for her clients and stops at nothing to provide them.
Project Highlights
Expertise
- Campaign Strategy
- Digital Marketing
- Online Marketing
- Paid Media
- Social Media Content
- Social Media Marketing (SMM)
- Social Media Strategy
- Strategic Planning & Execution
Work Experience
Performance Marketing Director
HungerRush
- Designed and optimized end-to-end integrated campaigns targeting point-of-sale restaurant buyers and preferred accounts, including lead generation, ad creation, media planning and placement, nurturing, and sales enablement and optimization.
- Managed a team of six, including ABM, marketing operations, analytics, customer marketing, content strategy, and social media.
- Leveraged a marketing tech stack to refine and optimize programs. These systems include HubSpot, 6sense, Uberflip, Brizo, and Seamless.ai.
- Defined campaign pillars based on segmentation, customer journey, and channel strategy, ultimately shattering targets by more than 30%.
- Conceived and managed the 1st company-wide social media strategy, including paid and organic approaches, advocacy, content writing, sourcing, and a content calendar to increase brand affinity, awareness, followership, and demand.
- Supervised media and creative agencies from onboarding to creative development, campaign execution, media strategy, and reporting.
- Created, executed, and managed a holistic marketing budget across all marketing disciplines using a bottom-up approach.
- Co-led a company-wide culture committee to foster an inclusive culture of connection and engagement.
Senior Campaign and Social Media Strategist
IBM
- Crafted and built a campaign strategy for IBM Cloud across multiple disciplines, including media, channel management, content development, digital, and events.
- Created a lead management process for all inbound responses, including events, sales routing and enablement, nurture development, and execution.
- Developed and implemented a breakthrough ABM program among high-propensity preferred accounts in collaboration with sales.
- Built a social media strategy for IBM Cloud by promoting business priorities in social channels, testing, measuring, and optimizing for impact. I also wrote and sourced content for social publishing.
- Implemented event social support for tier-1 and tier-2 events through content and announcement promotion.
Senior Consultant – Social Media and Performance Marketing
Dell
- Created and implemented a social media strategy for multiple stakeholders and partners, successfully integrating existing programs to elevate the brand across all social platforms, including Instagram, YouTube, Facebook, and Twitter.
- Developed a strategy and launched three new and distinct Dell social media accounts after navigating the largest merger in technology history, garnering over 10,000 followers in one month.
- Produced the 1st pan-Dell social media editorial calendar, working cross-functionally with internal and family-of-brands counterparts to align strategies and approaches, driving collaboration and consistency.
- Executed tier-1 event social strategies for Dell Technologies World and MatchPlay.
- Managed the North American commercial media strategy with a multimillion-dollar budget, ensuring efficient spending, effective quarterly plans, partner alignment, and return on spend.
- Led and executed online events and lead generation consolidation programs, saving the company over $1 million in one year.
- Consolidated demand strategies for more than seven business units under one commercial umbrella.
- Built the 1st full-funnel and cross-BU content strategy and library for lead-generation efforts.
- Acted as the single POC for Intel, using over $500,000 per quarter in MDF, effectively reconciling conflicting strategies to drive mutually beneficial marketing activities. I also worked with Microsoft and VMware for effective MDF campaign execution.
eCommerce and Digital Marketing Manager
Nokia
- Built and managed relationships with mobile carriers to market on partner sites such as AT&T, Verizon, T-Mobile, and 3rd-party channel sales sites.
- Executed the online launch of Nokia devices on carrier websites, ensuring optimum merchandising and placement on all internal and 3rd-party sites.
- Led and implemented a new online carrier strategy, including customized deliverables, merchandising and navigation recommendations, and tracking.
- Delivered stellar results with the 1st complete Nokia portfolio on an external network, CNET, driving around 20 million impressions per month with a click-through rate of 8%.
Senior Consultant – SMB in Services and Public Sectors
Dell
- Successfully launched the first-ever immersive online experience, video, and mobile campaigns at Dell.
- Led a landing page optimization project through multivariate testing of 90 recipes for the highest conversion, then optimized based on results.
- Performed landing page optimizations based on the results of the testing project.
Project History
HungerRush Social Media Strategy
Developed a social media strategy that grew followers and engagement by over 60% in seven months.
HungerRush is an all-in-one cloud-based point-of-sale platform for restaurants. The social media strategy was previously virtually nonexistent or one-sided and focused on event-based posts. With the execution of an effective and comprehensive social media strategy, we effectively reached our followers and grew additional fans through innovative content and engaging posts.
Dell Technologies World Social Media Content Calendar
https://docs.google.com/spreadsheets/d/1HPOss5jjiPXeaMabf6cWiK7NV_8agVYdyJhngB-38zM/edit?usp=sharingCreated and executed a comprehensive social event calendar for Dell Technologies World, which resulted in an over 30% increase in engagement and followership over the previous event.
Dell Technologies World is a tier-one annual event requiring content strategy and social coordination across the entire event and all handles. I developed this social calendar to schedule, plan, track, and measure the impact of all social media platforms before, during, and after the event.
HungerRush Content Strategy
https://docs.google.com/presentation/d/1l0G74KtT4yqHKAfceROECWnjKKDiMRuG/edit?usp=sharing&ouid=116344993547581232057&rtpof=true&sd=trueDeveloped the company's 1st content strategy and guided the development of upcoming content.
A content strategy is critical for all levels of demand from the top to the bottom of the funnel across relevant personas and pain points. I created the 1st content strategy at HungerRush, effectively organizing content by role, buying stage, solution, and pain point to reach our audience for optimum results. I also conducted a relevant gap analysis to identify critical content for development.
Education
Master's Degree in Advertising and Marketing
Texas Tech University - Lubbock, Texas, USA
Bachelor's Degree in Journalism
Texas Tech Unviersity - Lubbock, Texas, USA
Skills
Core
Online Marketing, Performance Marketing, Content, Social Media, Account-based Marketing (ABM), Lead Generation, Social Media Strategy, Campaign Strategy, Digital Campaigns, Social Media Content, Social Media Marketing (SMM), Facebook Ads, Instagram Marketing, Copywriting, Content Marketing, Marketing Budgeting, Email Campaigns, Email Marketing, Digital Marketing, Organic Social Media, Writing & Editing, Marketing, Channel Strategy
Platforms & Tools
Instagram Ads, Uberflip, Kapost, HubSpot Marketing Hub, Monday.com, Salesloft, Adobe Suite, Asana
Other
Salesforce Service Cloud, Microsoft Office, Demand Generation, eCommerce, Webinars, Nurture & Retention Campaigns, Strategic Planning & Execution, Paid Media, Paid Search, GitHub, Salesforce, Agile Project Management, Event Management, Team Management, Sales Support, Metrics, Slack, Domo, Outreach, Key Performance Metrics, Agency, Presentations, Digital Strategy, Direct Marketing, Team Leadership, Advertising, Journalism
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