Pamela Cowan

National Marketing Director, Membership Marketing Manager @Global Medical Response

Lewisville, TX, US

Here, I moved our marketing strategy from old-school direct mail to data-driven and multi-channel. I lead the shift, building and executing marketing strategies that bring in more members while optimizing spend across platforms. With a $16M annual budget, I run campaigns across SEO, paid media, email, and landing pages, always measuring performance against KPIs tied to actual business goals. I negotiate and manage vendor contracts, including a key digital agency partner, ensuring we always have the right support and tools in place to grow.Key Contributions: Planned and executed end-to-end direct mail campaigns, resulting in $14.8M revenue from 4.5M mailed pieces in 2023. Surpassed revenue targets for 2023 by 112%, contributing over $5.5M in new account revenue. Elevated blog performance with targeted strategy changes, tripling organic traffic from 5.3K to 16.3K per month in 2023. Drove high-performing email campaigns with over 6.6M sends, averaging 52.17% open rate and 10.6% CTOR in 2023. Accomplished significant improvement in overall website traffic, increasing sessions from 375K in 2016 to 4.1M in 2023. Revamped AirMedCare Network homepage, growing conversion rate from 0.8% to 3.8% via content and UX improvements. Conducted UX testing on a landing page, culminating in a 17.3% boost in “Apply Now” clicks and a 29.4% surge in conversions. Orchestrated targeted referral email campaign that delivered more than 1K qualified leads to the field sales team, with a 45.6% open rate and 1.94% CTOR across approximately 261K emails. Achieved a 42% rise in conversions via testing of co-branded digital campaigns in partnership with local medical providers. Initiated sweepstakes activation (Aloha Paradise Giveaway), yielding $765K in revenue and generating 26K new leads in 2024.Top 5 Skills: Digital Marketing Strategy Cross-Channel Campaign Management Data Analysis & KPI Tracking Vendor & Contract Management Budget Oversight

Penn State University

Bachelor of Arts - BA