Mary Haefner

About Mary Haefner

Experienced Marketing and Communications professional skilled in digital marketing, social media management, content creation, internal and external communications, marketing analytics, and more.

Experience

1. Digital Marketing Manager

   First Commonwealth Federal Credit Union

   Oct 2023 — Present · Allentown, PA, US

   Lead the implementation of the credit union’s digital marketing strategy and ensure a compelling and cohesive translation of the credit union’s overall marketing strategy and plan across digital channels.• Lead the planning and implementation of the credit union’s website strategy, serving as the owner of the credit union’s CMS and website vendors. Collaborate with internal stakeholders included but not limited to digital banking, lending, technology, and member experience to deploy enhancements to improve the member experience on the credit union’s public website.• Manage the credit union’s marketing automation program, including all marketing automation efforts and processes, researching, and implementing the latest best practices, strategies, and industry standards.• Serve as the credit union’s expert for marketing automation and relevant platforms. Use email marketing concepts and metrics to measure and optimize email campaigns, improve open rates, deliverability, click-through-rates, and conversion rates, and to achieve business unit goals.• Lead the organization’s marketing analytics strategy and creates dashboards and reports using data from the credit union’s MCIF, marketing automation platform, social media networks, website, data warehouse, and other relevant platforms/channels to track performance and answer analytical questions.• Analyze and measure performance of marketing campaigns to ensure ROI and conversion goals and provide recommendations for optimization.• Manage marketing campaigns and special projects as assigned, ensuring all initiatives are completed on time and meet the goals established by department leadership and the credit union.

Education

• Penn State University

  Bachelor's degree, Corporate Communication with a minor in Business

  2015 — 2017

• Northampton Community College

  Associates Degree, Communication and Media Studies

  2011 — 2015