About Me

About Me

Hello and thank you for visiting my portfolio website!

I have over 15 years marketing experience with an emphasis on digital marketing. I also received my Master of Science in Marketing Communications from Loyola University Graduate School of Business in Chicago.

As a fellow marketing professional, you are probably wondering about my choices for images and layout. That’s what I often first consider when I analyze a product or brand.

Regarding the layout, I wanted to focus your attention directly on my body of work. I believe with all of the “noise” these days that sometimes a company can have a bigger impact with the absence of frivolity. In essence: a plain canvas.

For images, I thought about icons to brand my work with a theme. I considered energy or power to reflect my personal energy and “go get ’em” attitude. Business icons were another idea, but I thought it was a bit prosaic for the audience. Ultimately, I chose a combination of images that include my work and subject symbolism, but also provide a peek into my personality and world observations.

Again, thank you for visiting my website! If you have any suggestions or would like to get in touch, please feel free to email me at paigepenningroth[at]gmail[dot]com.

Experience

PAIGE PENNINGROTH FREELANCE

DIGITAL CONTENT CONSULTANT
April 2012-Present

Primary Client: Hemopet
Hemopet is a 501(c)3 non-profit animal blood bank, greyhound rescue and diagnostic laboratory based in Garden Grove, Calif. It was started by W. Jean Dodds, DVM in 1986.

Marketing Communications

  • Organize marketing structure, series and schedule using objectives, strategies and tactics methodology.
  • Create, curate and strategize content marketing primarily for social media distribution.
  • Write, edit and format website content, e-newsletters, press releases and veterinary articles for three different audiences: veterinarians, press and public.
  • Update, maintain, optimize and manage all web properties from two websites to social media accounts.
  • Transitioned both websites from one website provider to another in less than three weeks. Wrote majority of web copy and created graphics.
  • Devise marketing promotions.

Marketing Statistics

  • 136,300 blog visits from January 1, 2017 – June 30, 2017. (Source: AddThis)
  • Email Marketing: newsletter has open rates greater than 35% consistently; veterinary audience has open rates greater than 25%.
  • Facebook: engagement rate is consistently 6% – 12% per post (up to 247%). Increased following by 500% percent in less than one year without purchasing advertising.
  • Google AdWords: Click through rate averages 3.5% and up to 12%.

Additional Clientele

  • Clay Northam Wealth Management, Brian Clay and Darren Northam – Facilitate blog postings and schedule.
  • Well-Pet Dispensary, Robert J. Silver, DVM – Established digital marketing roadmap and Google AdWords.
  • Pet Food Diva, Diana Laverdure-Dunetz – Advised on search engine optimization and wrote articles.
  • Ultra Oil for Pets, Tony Klabunde – Provided personalized social media roadmap report.

POOPBAGS.COM, INC.
Marketing Director; October 2005-April 2012
Chicago, Illinois
PoopBags.com, Inc. is an entrepreneurial e-commerce website that privately labels, markets and sells biodegradable dog waste bags to three different market segments: consumer, commercial and retail.

Marketing Communications

  • Ensured company actions, messaging and sponsorships aligned with company’s brand image.
  • Devised three annual master marketing plans and budgets for separate market segments.
  • Brainstormed with coworkers to devise campaigns using objectives, strategies, and tactics methodology to fulfill goals.
  • Created engaging content, which ranged between promotional, editorial (i.e. content marketing), humorous and cause-related.
  • Launched multi-channel marketing campaigns. Facebook Gallery honorably mentioned “Be the Butt” Campaign.
  • Wrote memorable, brand and sales-driven copy for three different audiences that differentiated product and brand from competitors.
  • Negotiated unique, low barrier-to-entry contracts for non-profit sponsorships.
  • Collaborated with graphic designer and team to establish strong and eye-catching brand logo and images.
  • Wrote and edited press releases. Copy was often picked up by bloggers and journalists.
  • Developed social media strategy which included blog, Facebook and Twitter channels.
  • Mentioned by Dangerous Common Sense.

Marketing Operations

  • Measured campaign ROI effectiveness.
  • Bid, wrote and managed Google, Bing and Yahoo cost-per-click advertisements. Conversion rate averaged 10% and click-through-rate was consistently 3%.
  • Attained e-mail newsletter open rates between 20-40% consistently. Day-of-email sales accounted for 10-20% of monthly sales.
  • Configured Microsoft Dynamics CRM database according to company’s needs to track customers and performance.

Sales

  • Increased sales by 1700% from 2006 to 2011 with no small business loan.
  • Applied linear regression model to analyze monthly sales forecasts and goals.
  • Established customer issues resolution procedures. Repeat customer orders were greater than 80%. Placed product in over 300 independent stores.
  • Crafted various sales packages such as negotiated terms, billing and shipping cycles for large accounts to close sales.
  • Created unique trade promotions with other pet product and non-vertical manufacturers.
  • Established customer issues resolution procedures; repeat customer orders were greater than 80%.
  • Created monthly sales reports.

Operations

  • Forecasted inventory needs primarily using linear regression model.
  • Managed over $200,000 in inventory and supplies annually.
  • Established order processing and fulfillment procedures.
  • Negotiated costs and contracts with manufacturers, suppliers and vendors.
  • Liaised with several manufacturers to bring a product to the wholesale market in less than six months.
  • Managed all manufacturer’s representatives.
  • Worked with OTR trucking companies.
  • Analyzed current margins and competitors’ pricing biannually to price new and existing products.

 

MCGRAW-HILL COMPANIES/MCGRAW-HILL CONSTRUCTION
Account Manager; March 2004-July 2005; Chicago, Illinois
Sales Services Representative; August 2003-March 2004; Chicago, Illinois
McGraw-Hill Construction provides project lead information regarding new construction to contractors and building product manufacturers through web-based solutions.

Marketing

  • Developed and led regionally focused marketing initiatives and collateral to help increase sales.
  • Created proposal template for the regional sales force.
  • Wrote an average of two to three proposals per week.
  • Established relationships with internal marketing department to ensure timely and additional marketing materials.

Sales

  • Managed over 500 accounts with annual revenue around $2,000,000 per year.
  • Negotiated contracts.
  • Reduced cancellations by 50% in one year.
  • Assessed client needs to provide the best possible service and delivery.
  • Implemented technology solutions and trained clientele in utilizing CRM databases.

COUNCIL OF RESIDENTIAL SPECIALISTS
Education Marketing Coordinator; July 2001 – August 2003; Chicago, Illinois
The Council of Residential Specialists is a not-for-profit association affiliated with the National Association of REALTORS®. CRS provides a designation to real estate agents who complete a series of CRS courses to achieve this status. CRS sells its courses to course providers nationwide.

Marketing

  • Created and managed email marketing.
  • Wrote brochures, handbooks, newsletters and other informational pieces.
  • Analyzed statistically the CRS education product on multiple levels to increase course profitability.
  • Devised and implemented course marketing initiatives with senior management.

Sales

  • Managed, sold and marketed over 200 real estate education courses per year.
  • Increased course attendance average by 25%, and reduced cancellations by 64% in 2002.
  • Developed rapport and trust with course purchasers.

METAL MANAGEMENT
Regional Sales Coordinator; December 2000 – June 2001; Chicago, Illinois

KELLER-HULL OFFICE SUPPLIES & FURNITURE
Outside Sales Representative; June 1999 – September 2000; Cedar Rapids, Iowa

EDUCATION
LOYOLA UNIVERSITY CHICAGO GRADUATE SCHOOL OF BUSINESS
Master of Science in Integrated Marketing Communications with Honors; Graduation: May 2010
Course emphasis: digital, social media, marketing analytics, operations
Award: Direct Marketing Education Foundation, 2008 Collegiate ECHO Awards, Bronze and Honorable Mention for Smartest Budgeting and ROI

THE UNIVERSITY OF IOWA
Bachelor of Arts with Honors; Art History; Graduation: May 1997

SOFTWARE/ONLINE PROFICIENCIES
Microsoft Office; Microsoft Dynamics CRM; Several Email Service Providers; HTML; Adobe Photoshop; SPSS; Google Analytics

INTERESTS
Reading; Weightlifting; Tennis