User Friendly Companies

UpSnap | User Friendly Media | GoLocal247 | Dryiv
User Friendly Phone Book | User Friendly Home Services

I managed many operational aspects of each of User Friendly’s companies and brands, including User Friendly Home Services (UFHS), UpSnap, User Friendly Media (UFM), GoLocal247, Dryiv, and The User Friendly Phone Book. I worked with User Friendly’s C-Suite daily, reporting to the CEO directly. In addition to daily team management tasks, each brand brought their own specific projects and responsibilities, including but not limited to:

Digital Marketing & Lead Generation

• Launched and monitored targeted digital campaigns using Google (Display, PPC, GLSA), Meta (Facebook/Instagram), Microsoft (Bing/Yahoo), Groupon, HomeAdvisor/Angi, and Yelp
• Led marketing and lead gen efforts for each of User Friendly Home Services’ 12 HVAC and plumbing service companies, including Sal’s Heating & Cooling, Plumbing & Sewer (OH), Sal’s Heating & Cooling (KY), All Season’s Heating & Cooling (CA), as well as a collection of smaller companies in rural Ohio and Kentucky
• Built and maintained SEM campaigns for optimal cost per qualified lead and cost per closed sale in multiple markets
• Monitored all UFHS companies using ServiceTitan to ensure each company and market was set to meet or exceed their monthly revenue goals, adjusting lead gen spend where needed
  

Sales Training & Support

• Oversaw sale and development of 500+ websites, 1,500+ digital ad & SEM campaigns, and 800+ direct mail campaigns
• Held regular calls and training sessions with the sales team, coaching them on pitches, sales techniques, and product positioning, as well as periodically joining sales calls with prospects on new and existing products
• Maintained all external vendor relationships including printers, white labeled products, agencies, etc
• Oversaw all reseller relations, including on-boarding, training, and continuing support of reseller sales teams
  

Product Management & Development

• Led and directed internal dev team on progress, product updates, and any maintenance or security issues of a proprietery Demand Side Platform (DSP), as well as a proprietery Direct Mail Remarketing Platform
• Rolled out 12 print and digital product offerings, from conceptualization to launch, as well as adding numerous updates and additions to products 
• Maintained a suite of SaaS SMB Marketing products, including fully custom SEM campaigns, custom business websites, local listings management, reputation management automation, hyper-local banner advertising, and targeted direct mail campaigns 
  

David Weekley Homes

• Managed all daily aspects of the David Weekley Homes marketing department
• Proofed creative projects for quality and accuracy, ensuring that they adhered to David Weekley Homes brand standards
• Advised VP of Marketing on creative team budget and system upgrades
• Assigned creative jobs to designers, based on work loads, skill levels, and complexity of creative jobs
• Created ads, billboards, invitations, brochures, T-shirts, and direct mail cards for 16 cities
• Designed and built banners, landing pages, and general site content for DavidWeekleyHomes.com
• Designed company-wide newsletters for distribution to homeowners and team members
• Monitor print quality and pricing for large national print campaigns. Negotiated with printers and vendors to achieve fast turnaround and lower pricing

Regency Publishing Group

• Designed articles and ads to reflect client individuality and attract potential buyers and/or readers
• Consulted with salespeople on design and layout of clients’ pages to ensure accuracy and complete client satisfaction
• Proofed, reviewed paginations, and built booklets for magazines ranging from 40 to 200+ pages
• Reviewed pages, checked for errors, and ensured accuracy of files and images for drop shipping