Shelly Riera

About Shelly Riera

Areas of Expertise Digital Marketing | Marketing Strategy | Revenue Growth | Branding…

Experience

1. Vice President

   Brookdale

   Jan 2015 — Present · Nashville, TN, US

   Established company-wide marketing function to include all comprehensive media channels (PPC, social media, display, DRTV, Direct Mail, Email, print and more). Built and continue to evolve the lead generation and nurturing programs which include 40% year over year lead growth with a 20% decline in budget. Lead top driving lead generation and move-in sources when compared against entire company’s internal and external efforts.• Built and continuously enhance the internal marketing department infrastructure; lead a best-in-class team comprised of over 30 marketing professionals and industry leading advertising agencies.• Exercise leadership to identify and evaluate agency deliverables and performance; strategically select desirable partners who work synergistically to drive the productivity of marketing programs designed to generate move-ins and positive ROI.• Developing brand strategy, value proposition and product line messaging designed to build brand awareness, equity and overall willingness to recommend.• Oversee digital search engine marketing strategy and execution. Elevated unique Google partnership with resulted in company’s highest marketing lead generation tool at the most effective cost; resulted in a 238% increase from 2015 to 2016.• Delivered the first automated email marketing program in the company’s history using Oracle’s email automation platform, Eloqua; achieved goal to increase qualified leads while saving $1M. Ongoing efforts to include several hundred emails designed to perform against online usage behavior.• Reengineered and currently managing internal, award-winning creative agency generating over creative jobs per year and supporting over communities.• Oversee social media strategy and paid media campaign efforts; within 6 months has decreased the overall cost per lead by over 200% to become a top driving lead source. • Launched new campaigns generating an “inquiry to lead conversion rate” of 64% in 2016.

Education

• Florida State University

  B.S.

Skills

• Social Media
• Strategic Partnerships
• Strategy
• Marketing Management
• Digital Strategy
• Strategic Planning
• Direct Marketing
• Management
• Segmentation
• Mobile Marketing
• Crm
• Leadership
• Telecommunications
• Digital Marketing
• Advertising
• Sales
• Integrated Marketing
• Marketing Communications
• Budgets
• Direct Mail
• Marketing
• Market Research
• Analytics
• Product Marketing