Unique Robinson
Verified Expert in Marketing
Marketing Expert
Irvine, CA, United States
Toptal member since December 1, 2023
Unique is an innovative marketing expert with experience building high-performing teams to execute marketing strategies. She has led marketing campaigns for globally recognized brands across verticles, including consumer packaged goods (CPG), technology, healthcare, and quick service restaurants (QSR). Industry leaders have recognized Unique's ability to collaborate with executives in matrixed environments to drive transformative business outcomes through digital marketing campaigns.
Project Highlights
Expertise
- Campaign Strategy
- Client Relationship Management
- Cross-functional Team Leadership
- Digital Strategy
- Growth Strategy
- Omnichannel Marketing
- Strategic Marketing
- User Experience (UX)
Work Experience
Lead Strategic Consultant
Epsilon
- Drove $600,000 in incremental revenue by leading the growth marketing plan and corporate communications. Partnered with the senior vice president to drive strategic campaigns, including technical and analytical innovation across marketing channels.
- Leveraged data to build look-alike audiences for luxury auto brands, identified prospects, and drove additional sales, reaching 13,500 additional prospects, 1,269 vehicles sold, $290 cost per sale (CPS) (Goal CPS <$500), and an ROI of 38:1.
- Fostered a team culture of innovation, setting goals aligned with objectives and meeting the department's yearly key performance indicator (KPI).
- Provided thought leadership on strategic planning initiatives, brand identity, and marketing channel strategy to optimize capabilities for business growth.
- Delivered audience activation analytics and insights to drive creative campaign activation across omnichannel marketing efforts and boost user engagement.
- Conducted competitive assessments across omnichannel marketing efforts to inform strategic marketing strategies and future-proof planning decisions.
- Cultivated relationships and partnered with stakeholders to ensure holistic customer experience across all the marketing channels for holiday campaigns.
- Collaborated with cross-functional teams and external agencies to execute through-the-line 360 marketing campaigns and achieve business goals.
- Led the team in charge of turning around a large CPG company's site traffic connection to a customer match rate of 1% to 5%, resulting in 525,000 new customers and 35 million active consumer records onboarded.
Senior Engagement Manager—Digital Marketing
Ansira
- Conceptualized and executed marketing strategies, including customer segmentation. Oversaw and coordinated the planning and implementation details of sales-driving campaigns and growth opportunities for client projects.
- Partnered with the chief marketing officer (CMO) to strategize plans and execute projects leading to client adoption of roadmap and business solutions.
- Generated the highest clickthrough rate (CTR) in FY22 at 7.6%, resulting from an email campaign.
- Leveraged strong interpersonal and communication skills to nurture existing and new prospects while developing return on investment (ROI) for major marketing initiatives.
- Presented statements of work (SOWs) to clients and negotiated terms, conditions, and the scope of the job.
Marketing Manager—Client Services
Ingram Micro
- Delivered high-quality support and was a trusted strategic advisor and expert on corporate brand identity and personal branding guidelines.
- Managed and oversaw the marketing budget and provided statements to accounting.
- Improved customer and business outcomes through innovative, data-driven product reviews and conjoint analysis. Captured sales metrics and marketing performance metrics.
- Motivated cross-functional teams, nurturing collaborative relationships to identify and meet business needs.
- Customized marketing plans encompassing internal programs, event planning, customer awareness, engagement collaterals, business intelligence (BI), field sales, and digital presence.
- Planned and coordinated field marketing events, including tradeshows, seminars, webinars, and industry conferences using tools like Eventbrite.
- Produced and planned the annual marketing and advertising calendar outlining all print, web, public relations, and social media activities.
Marketing Operations Manager
JC Industries
- Oversaw client relationship management and marketing; managed new accounts by cultivating relationships, identifying business needs, and addressing requests.
- Served as compliance and human resources (HR) officer. Orchestrated and completed JC Industries' Worldwide Responsible Accredited Production (WRAP) certification.
- Directed marketing activities, budgets, and policies to promote products and services.
- Designed and implemented advertising, marketing, and communications programs focused on building brand identity, brand awareness, and sales strategies to increase sales.
- Supported internal and external communication initiatives and events.
- Recruited, hired, trained, and evaluated marketing and sales professionals.
- Maintained active working knowledge of industry competitors and market trends and changes.
- Generated strong referrals based on relationships built through business development.
Project History
Enhanced Engagement and Marketing Personalization
Led a team in charge of turning around a large CPG company's site traffic connection to a customer match rate of 1% to 5%, resulting in real-time personalized content and a better customer experience.
A large consumer packaged goods (CPG) company could only connect 1% of its site traffic to actual customers, preventing them from delivering personalized experiences at scale. They needed a solution that would allow them to immediately recognize more of their consumers online and maintain a connection to those consumers as they continued to engage across brands and channels.
I led the team that delivered 525,000 new customers and 35 million active consumer records onboarded.
Increased Client Market Share
Collaborated with the Digital Media Solutions (DMS) team and used data to target individuals from competitors' 1:1 conquesting, resulting in 256 sales, $1.325 million profit, and a return on investment (ROI) of $2.50.
The original equipment manufacturer (OEM) wanted to drive sales of their eco-friendly model from a strategic competitor. Using Epsilon Digital Media Solutions (DMS) data assets, we could target individuals who made a vehicle deposit from the competitor. For direct 1:1 conquesting, we were able to deploy a highly targeted quick-turn opportunity.
Marketing Budget Efficiency
Collaborated cross-functionally to identify and audit omnichannel ad spending. The result was that the team reduced client ad waste by 1.9 million, allowing the client to manage their marketing budget efficiently.
A leading auto company served digital messages for multiple models across multiple vendors. However, they didn’t realize that much of their budget was wasted due to poor identification. The company needed clearer customer views.
Education
Bachelor's Degree in Marketing
University of Phoenix - Costa Mesa, CA, United States
Skills
Core
Marketing, Campaign Strategy, Strategic Marketing, Go-to-market (GTM) Strategy, Marketing Strategy, Brand Strategy, Digital Marketing Strategy, Digital Marketing, Email Marketing, Content Strategy, Branding, Brand Marketing, Marketing Leadership, Public Relations (PR), B2C Marketing, Marketing Budgeting, Email Campaigns, Social Media, A/B Testing, Marketing Operations, Customer Segmentation, Content Marketing, Market Research & Analysis, Inbound Marketing, Omnichannel Marketing, Audience Targeting, Search Engine Optimization (SEO), Search Engine Marketing (SEM), Channel Strategy, Influencer Marketing, Field Sales, Brand Consulting, Mobile Strategy
Business Models
Business to Business to Consumer (B2B2C), Business to Business (B2B), SaaS Product Marketing, Software as a Service (SaaS)
Platforms & Tools
Google Analytics, Acquisition Channels
Other
Marketing Management, Cross-functional Team Leadership, Growth Strategy, Client Relationship Management, Customer Relationship Management (CRM), User Engagement, Communication, Business Development, Event Marketing, Business Partnerships, Collaboration, Team Leadership, Growth Marketing, Customer Research, Sales Strategy, Storytelling, Pitch Decks, Sales Pitches, Consumer Packaged Goods (CPG), Brand Identity, Brand Positioning, Awareness Campaigns, Messaging, Customer Acquisition, Consumer Services, Team Development, Rebranding, Digital Strategy, User Experience (UX), Loyalty Programs, Email Delivery, Customer Journey, Creative Strategy, Market Research, Advertising, Compliance, Hiring, Training, Events, Trends, Trade Shows, Event Management, Event Planning, Business Intelligence (BI), Analytics, User Journeys, Thought Leadership, Product Growth, Internal Communications, Newsletters, Web Content, Competitor Analysis & Profiling, Real Estate Marketing, SurveyMonkey, Adobe, Semrush, Micro Environment, Macro Environment, Database Management, Paid Media, Audits, Corporate Communications, Personal Branding, Marketing Channel Strategy, Eventbrite, Conjoint Analysis, Personas, Digital Newsletters, Corporate Branding, Media Training, OEM Account Management, Customer Service, Advertising Technology (Adtech), Marketing ROI Optimization
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