GRACE E. MANGUM
gemangum@gmail.com | 917-501-6547
Webby and MIN Award-honored, Creative, Strategic and Data-driven Global B2B, B2C, B2B2C Marketing & Digital Executive. Experienced in Integrated Marketing strategies and execution, trade and industry events, Advertising and Program Sales support, Business Development, product development/management for media, entertainment, ad agency & financial services sectors
PROFESSIONAL EXPERIENCE
Moody’s Corporation, New York, NY 2020 - Present
Acting VP Digital & Social
- Digital & Social - Developed the vision, strategy, creative & launched omnichannel digital & social platforms
- B2B & B2C marketing & Audience Segmentation to drive growth, lead generation & revenue
- Ownership of content strategy, editorial voice/tone, design, best practices across all digital & social platforms
- Email - strategy & implementation
- Website - UX, UI, Dev
- Social - owned, earned & paid
- SEO - owned web properties
- SEM - campaign development, tagging, messaging
- Analytics - Google Analytics, Google Tag Manager
Understood, Workplace Initiative (Social Impact organization), New York, NY 2019 – 2020
Executive Director, Digital Business
Developed and managed B2B, E-commerce & B2C products and marketing activations. Vendor management.
- Digital, Social, Events, Partnerships - Strategy, creative, executed omnichannel digital, video & social
- B2B, B2C, B2B2C E-commerce marketing, Audience Segmentation, lead generation & revenue
- Ownership of end-to-end digital customer experience & digital ecosystem to drive acquisition, conversion, retention. Including:
- CRM - (Salesforce) - Sales pipeline management & lead management
- Email - (MailChimp) - DRIP campaign
- Website - redesigned and launched in 2 months - overseeing UX, UI, Dev
- Social - owned, earned & paid
- SEO - homepage for workplaceinitiative.org appeared in 5th position in organic search results in 2 months
- SEM
- Analytics - Google Analytics, Google Tag Manager
- Launched E-Commerce product (paid video content)
A+E Networks, New York, NY 2015 – 2018
Director International Digital Media
Digital, Events, Partnerships - Developed and managed B2B, E-Commerce and B2C products (web, SVOD, AVOD, iOS apps) & multichannel marketing activations for all A+E International brands. Global Content Sales & Channels new business development & support. Vendor management.
- Marketing strategy & execution for global programming tentpole activations; visits generated by 175+ countries globally, 57M social media fans, 700,000 watch minutes on YouTube and generated $1.5M in revenue
- B2B, B2C, B2B2C multichannel marketing activations & go-to market plans
- Email - grew subscriptions by 25% year-on-year
- Social - Global Facebook page migration - grew fans/followers by 200+%
- SEO - improved channel partner brand site Pagerank
- SEM - increased brand awareness by 10%
- Influencer - increased reach & drove tune-in for global on-air stunts and tentpole programming
- Content development & marketing - evergreen, video, memes
- Redesigned B2B & B2B2C websites supporting Global Content Sales and International Channel Partners increasing engagement with the site by 200%
- Launched iOS VOD & Meeting Scheduling apps for Global Content Sales - NATPE (Miami & Europe), MIPCOM, MIPTV, DISCOP
- Launched HVault Canada (SVOD) - GTM plan, marketing strategy, on-going content distribution and acquisition support
- LaunchedHistory short form app Italy (AVOD) - GTM plan, marketing strategy, on-going content distribution and acquisition support
- Content development & distribution - short form video (This Day in History & This Day in Crime) to support Telco content partnerships, SVOD & AVOD content for international territories
ROAR (a Publicis Groupe Solution), New York, NY 2014 – 2015
Program Director
Managed new & existing business for 4 lines of business within JP Morgan Chase - marketing activations & campaigns.
- Defined scope and staffed $8 million in projects
- Client-facing, new business development and management
- Managed team of three project managers and scrum masters
- Agile development
SourceMedia, New York, NY 2011 – 2014
GM Digital Operations
Digital, print, events - Full-cycle Marketing Strategy & execution B2B & B2B2C products & multichannel marketing campaigns for all SourceMedia brands. Sales Marketing, new business development, Sales program development & execution. Vendor management.
- Redesigned, launched, developed & executed go-to market strategies for:
- HTML5/Hybrid app roll out to 14 key-industry sector brands resulting in wider audience reach and new revenue stream
- Three flagship sites resulting in 30% growth in traffic
- Lead generation - grew by 25% year on year
- Agile development methodology
- SEO - launched enterprise-wide strategy
- SEM/Remarketing - launched for owned brands & advertisers
- Native Advertising
- Branded Content
- Content Marketing
- Generated $2 million in revenue via Ad Sales programs, Managed Ad Operations
GEM Digital Consulting, New York, NY 2008 – 2011
CMO/Chief Digital Strategist
New product go-to market strategy, creative & execution, driving ROI, content strategy, multichannel marketing, lead generation & social strategy & execution, UX/UI, audience and new business development. SEO, SEM, Social, Email, CRM, Analytics
Clients include: Digital Agencies, Fashion, PR, Media, Arts, Entertainment
Media/Entertainment/Arts/Fashion - The New York Observer; IFC; AMC Networks; ArtInfo; Cristiano Magni PR, Damp Cellar Music, The Rousers
Agencies - Bartle Bogle Hegarty (Cadillac, British Airways, Westin, Google); HUGE (CNN.com, Advance Pub.) RAPPWell
Real Estate - Berkshire Hathaway and Sothebys International
BBC Worldwide America, New York, NY 2005 – 2008
Director of Online
Digital, on-air & multichannel marketing creative, content strategy & execution for B2C products; created and distributed content for Web, Social, Industry and Trade Events. Advertising Sales Program strategy & execution. Managed team of 8 (producers, technologists, UX/UI and audience dev). Vendor management.
- Generated $100,000 in revenue in 14 months from custom video player for program sampling
- Increased e-commerce profits by 12% in 12 months
- Increased advertising revenue by 15% year upon year
- Cut department running costs by 10% in 12 months
- Grew traffic from 300,000 uniques to 500,000+ in 18 months
- Increased email subscriptions by 30% year on year
- Redesigned and relaunched BBCAmerica.com in 4 months
- Launched full-episode ad supported long & short-form content streaming via custom player with DRM
- Created & distributed original content for YouTube & iTunes channels
- Increased Pagerank via SEO consistently outranking bbc.co.uk
- Launched Webby Award honored blog www.bbcamerica.com/anglohenia & back linking strategy
AMC Networks/Cablevision, New York, NY 2004 – 2005
Digital Marketing Director/Digital Media Consultant
Digital, VOD, on-air Marketing strategy & execution for B2C products & multichannel marketing campaigns for World Picks On Demand VOD service; developed & distributed content for web, trade events & affiliate sales teams. Managed vendors & negotiated contracts and media rates.
- Increased VOD usage by 5% in 6 months
- Redesigned and relaunched VOD support and marketing site in 2 months
- Launched the first World Picks On Demand sweepstakes. In its 30-day life-cycle acquired 12,000 unique entrants and 5,000+ Get the Channel requests
Lifetime Television, New York, NY 2002 – 2004
Digital Marketing Business Development Manager
Digital & on-air Marketing strategy & execution for B2C products and 360 marketing campaigns (on-air, events, websites, social, email, OLA, Analytics, on-air, events) for Mylifetime.com; ad sales marketing and business development supporting programming and digital priorities. Managed vendors and negotiated contracts and media rates.
- Launched the Lifetime Membership and Rewards program, gaining 4,000+ new fully registered users monthly
- Created Lifetime Research Panel resulting in 3,000 panelists in 3 months
- Partnered with national ad sales to win business and partnerships with Sony, Epic, Island Def Jam, eBay, etc.
- Launched first ever online auction, partnering with eBay to raise money for breast cancer. Raised $50,000 for breast cancer research - 15% increase over the previous year’s
- Ad Sales Marketing program development & execution
TEACHING & CORPORATE TRAINER EXPERIENCE
Corporate Trainer/Instructor, MediaBistro & IFP; Courses: Digital Analytics; Digital Marketing (intro and advanced); Social Media, SEO & SEM (8/2012 – 9/2017)
NYU - SPS Graduate Program - MS Integrated Marketing 2013 – Present
Adjunct Professor
Courses: Digital Analytics, Search Marketing, E-Commerce, E-Commerce Marketing
EDUCATION
- Bachelor of Arts, double major English and French, Salem College, Winston-Salem, NC
- Advanced course work in French conversation and literature, Alliance Française, New York, NY & Dublin, Ireland
- The Writers Studio: Poetry award nominee and published author
- NYU School of Continuing Education – completed course work in NYU’s publishing program
TECHNICAL SKILLS:Microsoft Office, Google Tag Manager, Adobe Analytics, Google Analytics (certified), Google Ad Sense, Google Ads, Survey Tools, JIVE, CMS (Vignette, WordPress, Drupal), Blogging & CMS platforms (Moveable Type, Blogger, Word Press, Drupal), @Plan, Insight, Salesforce, comScore, A/B Testing (Optimizely), Marketing Automation (Marketo, HubSpot), EMail (MailChimp, SailThru, ExactTarget), Adobe Creative Suite, CRM (Salesforce, Knowledge Base)
