Anna Pakman
Vice President, Digital Marketing @Empire State Development
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WORK HISTORY
Vice President, Digital Marketing @Empire State Development
New York, NY, US
Head of all digital marketing, social media, product development, content and analytics for the iconic I LOVE NY campaign and New York State\'s B2B marketing efforts.• Built digital department from the ground up, transformed New York State\'s digital marketing operations and launched award-winning campaigns and digital products recognized as best-in-class by the Shorty Awards, the Webbys, the Hermes Awards, the Communicator Awards, and the Davey Awards.• Achieved 200%+ annual growth in web traffic to and engagement with digital channels.• Developed strategies and content direction that resulted in a 100%+ increase in social media engagements and increase in social referrals to the iloveny.com and esd.ny.gov websites.• Led enterprise-level redesign of the esd.ny.gov website and launch of the I LOVE NY mobile app; consulted on the development of ny.gov.• Manage the work of five agencies and an internal team of nine editors, producers, digital and social media marketers, and data analysts.• Initiated a nation-leading accessible tourism initiative.• Promoted from Director of Digital Strategy for exceptional work and leadership skills.
EDUCATION
Columbia Business School
Master of Business Administration - MBA, Marketing and Media Management
Upright Citizen's Brigade
Sketch Comedy and Screenwriting
New York University
Bachelor of Science - BS, Finance and International Business
SKILLS
ABOUT ANNA PAKMAN
There’s nothing I love more than great stories and connecting people to things they love - even if they may not know they love them yet. That love for making connections drives my passion for marketing and product development. Whether it’s helping people find their next vacation destination, a great craft beer, or their next favorite mobile app, I’m driven by my keen ability to understand audience needs and communicate brand benefits. I’m also a big nerd. As a kid, I figured out how to keep myself online on only a dial-up connection and a mish-mash of AOL CD offers, taught myself Photoshop before I turned 10, and got my first job doing web design at 16. While pursuing my Bachelor’s degree in Finance at NYU, I got really good at Excel and developed analytical skills that, combined with my natural creative ability, have allowed me to bring a data-driven approach to creative projects and campaigns. I’ve worked in operations management at Wall Street firms where I had to ensure billions of dollars in trades were documented to the penny, which made me meticulously detail-oriented and organized. My broad-based education in marketing strategy and leadership at Columbia Business School helped me pivot to managing social media at a Fortune 500 entertainment powerhouse. Ultimately, I’ve landed in a position leading all of digital for one of the most iconic tourism brands in the world – I LOVE NY.When I’m not working, I love- International travel: Ask me about my last big trip to Japan- Independent film: I recently produced an award-winning short film and served on the selection committee for a national film festival. I also write screenplays and sketch comedy- Creating opportunities for others: Before COVID, I traveled the country mentoring students and recent grads with disabilities pursuing careers in media and tech — and now I get to reach even more amazing young people over Zoom- Food: I went from being afraid to turn on my stove to cooking gourmet meals almost every weekend. I’m also the human Yelp for my friends when they need restaurant recommendations.Things I’m good at (SEO!): digital strategy, digital marketing, brand marketing, social media marketing, producing, directing, writing, product management, UX, product marketing, performance marketing, SEM, audience development, growth marketing, social PR, content, editorial, email marketing, emerging technology, multi-platform campaigns, partnerships, influencer marketing, digital analytics, vendor management, agency management, managing & mentoring teams
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