Karen Borsari
Senior Director of Marketing @Asphalt Green
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WORK HISTORY
Senior Director of Marketing @Asphalt Green
New York, NY, US
Establish end-to-end, lifecycle marketing strategies including branding, advertising, social media, PR, influencer, event planning, collateral creation, video production, etc.• Built marketing team from the ground up defining a collaborative, hands-on culture.• New customer acquisition up 126% through SEM and paid social • Created new revenue stream with online database with 1M+ views worldwide in first month• Increased email open rates 71%(65% up from 38%)• Exceed fundraising goal by 20% for annual $1M fundraiser gala and community event • Doubled number of year end donations year over year via customer segmentation and timely communications• Customer retention at all-time high through new customer engagement and customer service protocols• Develop organization-wide marketing budget including five unique business channels• Expand customer base through affiliate partnerships including corporate, residential, and influencer • Streamline crisis management processes for timely, succinct communication surrounding difficult situations• Oversee internal communications including administrative and front-line staff and board of directors• Key member of executive team reporting into chief executive officer and board of directors• Partner with sales team in creation of sales enablement materials and set promotional calendar• Establish marketing roadmap across all audiences including current customers & members, prospects, donors
EDUCATION
Hamden High School
High School Diploma
Boston University
Bachelor of Arts (BA), Psychology
SKILLS
ABOUT KAREN BORSARI
End-to-end marketing leader with hands-on experience in website development and management, search engine optimization (SEO), paid and organic social media, email marketing, customer relationship management (CRM), search engine marketing (SEM), content creation, video production, analytics, internal communications, and strategic planning.I take a data-driven approach and believe that every project is an opportunity to learn and improve current strategies. I continually leverage A/B testing and believe that no test is a failure as long as learnings yield actionable takeaways.I am a hands-on leader with a collaborative approach. I value creativity in myself and my colleagues and encourage employees to test their theories. While resourcefulness and outside-of-the-box thinking drive change and innovation, strong system implementations, including clear documentation, set timelines, and progress communication help me provide the frame work to do so in a strategic way.I bring strong editorial skills and high standards from my time as a writer and editor at major publications including SHAPE, Men’s Fitness, Women’s Health, and InStyle. Content calendars provide the backbone of my strategies, while allowing my teams the agility to leverage of-the-moment opportunities whether that be technology updates or industry-related news items.
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