Drew’s Work Experience

 

I’m an award-winning marketer, speaker, and coach with 13+ years of full-stack marketing experience. I have built multi-year marketing technology roadmaps for two different global B2B companies, built out multiple demand generation and ABM tech stacks from scratch, guided C-level execs through the PR strategy of a Supreme Court case ruling, and rebuilt the digital marketing practice at three different firms (both agency and client-side).

A few of the brands I’ve worked with

Building cross-functional collaboration has been a crucial part of my past success, in addition to leading, coaching, and growing multiple teams of direct reports. My ability to build consensus across silos has been a critical skill in driving the success of several change management efforts.

Want to work together? Reach out!

 

Womble Bond Dickinson

Director of Digital Marketing

August 2019 - Present

A true marketing swiss army knife, I led change management efforts across every aspect of marketing for this B2B-focused AM Top 100 firm  from web, marketing automation, campaign strategy, ABM, CRM, analytics and client relationship scoring. 

According to the firm’s long-tenured Chief Strategy Officer, I “led more change in two years than he had seen in 20 at Womble.”

Key Accomplishments

  • More than doubled the size of the firm’s digital marketing team in my first year.

  • Recognized on my latest 360 peer review by multiple direct reports  as “the best manager they’ve ever had.” 

  • Led a 103% increase in web traffic via social referrals YoY and a 12% increase in traffic to thought leadership insights in 2021.

  • Overhauled the firm’s CRM strategy and led a re-platforming project from OnePlace to a more nimble Salesforce environment  in less than one year’s time.

    • Several other AM Top 100 firms have called me to learn more about our approach to CRM and tech stack building since it’s radically different from legal industry norms.

  • Developed the firm’s account-based marketing strategy from scratch, focused on strategic accounts and priority practice groups.

 

  • Launched a social media advocacy platform firmwide that drove 450 users across the firm in the first year and drove a 600% increase in branded traffic.

  • Consolidated 30+ independent blog websites by Partners into a single-view insights portal focused on demand generation and led to a 69.36% increase in time spent on the WBD site. 

  • Implemented Google Analytics 4 and Salesforce Analytics Studio to further mature our Client Development team’s measurement capabilities.

  • Won two Legal Marketing Association awards for work on our COVID-19 legal resource hub for excellence in content marketing and marketing technology.

  • Repositioned our marketing team’s standing with firm Partners from being pure “order takers” to “strategic partners” in growing the firm’s business (countercultural to common practice at most large law firms). 

Media Mentions + Case Studies

 
 
 
North Highland, Senior Manager, Digital Marketing
 

North Higland

Senior Manager, Digital Marketing

July 2015 - August 2019

Served as the in-house digital marketing SME for the ~$400M global consulting firm. Led all digital marketing work (web, social, paid advertising, marketing automation, ABM, vendor management, sales ops collaboration, etc) from strategy to execution. 

Key Accomplishments

 

  • Led a cross-department effort to map out the firm’s client customer journey in order to build out a three-year marketing technology roadmap.

  • Contributed to the winning of six PRSA Phoenix awards and four IABC awards won for marketing campaigns.

  • Developed our marketing automation and demand gen strategy from the ground up, including lead scoring methodology, automation triggers, email marketing and customer nurturing strategies.

  • Created the firm’s account-based marketing strategy, developing a strong partnership with Terminus testing out first-to-market ABM technologies and strategy. 

  • Developed a social media, paid media and web strategy that drove double-digit year-over-year growth in both web traffic and social media engagement.

  • Built out an in-house mobile app for employee advocacy and internal communications, garnering a 70% firm-wide adoption rate.

  • Served as a key leader on the team standing up the firm’s first CRM (Salesforce) and driving  global deployment and adoption.

  • Served as the main point of contact managing multiple agency and technology vendor partners.

Media Mentions + Case Studies

 
 
 
DeMoss PR Logo
 

DeMoss

Director of Digital and Social Media

July 2012 - July 2015

Built  out the digital capabilities  from the ground up for the largest faith-based PR firm in the country. Re-established previously-eroded client trust with the firm’s digital approach and found the market fit for the firm’s digital offerings: digital analytics and training workshops. That market fit helped us open the door to more retainer work by the end of my tenure.

Key Accomplishments

 

  • Led one client into triple-digit growth in web traffic and social engagement after winning their social media work in my first year.

  • Worked with large organizations such as Samaritan’s Purse, Chick-fil-A, BGEA, Hillsong Church and YouVersion. 

  • Provided digital strategy counsel on several very high-profile crisis situations, including: 

    • One Supreme Court case. 

    • Digital comms around high-profile deaths (e.g., Billy Graham, Truett Cathy).

    • Several other projects that are currently the subject of several podcasts  and documentaries.

  • Established social media analytics as a key part of the firm’s digital strategy offering, leading the work from strategy to execution.

  • Led training workshops for many of the firm’s comms teams  on digital strategy, crisis communications and how to best protect their brands online.

  • Built out custom client-specific social listening dashboards using Crimson Hexagon and Brandwatch for analytics, reputation management and crisis management offerings.

Presentations + News

 
 
 
Engauge, Social Engagement Manager
 

Engauge

Social Engagement Manager

March 2011 - July 2012

Led social strategy across many consumer brand accounts, working mostly with CPG brands but ultimately touching 20+ different brands in my time with the agency. I worked both behind the scenes on social strategy in addition to being a face of the agency educating clients on emerging trends in the social and digital marketing space. 

Key Accomplishments

 

  • Led social media work for brands such as Chick-fil-A, Rachael Ray’s Nutrish, Snickers Ice Cream, DOVE Ice Cream, and others.

  • Community management work for Snickers Ice Cream contributed to a 50% increase in sales that year.

  • Grew DOVE Ice Cream’s Facebook presence from zero to 70k fans with zero advertising support  in a span of three months.

Led a  Pinterest experiment served as a catalyst for a research project with LexisNexis, providing first-to-market data in a white paper picked up by other industry publications,  including Mashable and NPR.

  • Co-authored an additional white paper examining the marketing implications coming out of the 2011 F8 developer conference product announcements.

Media Mentions + Presentations

 
 
 
 

Hinda Incentives

Marketing Coordinator

June 2009 - March 2011

My first job out of college. Led the digital strategy of this B2B company in Chicago, building out their social strategy, blog strategy, trade show marketing and Salesforce.com administration. 

Key Accomplishments

 

  • Built out Hinda’s online presence to ultimately become one of the biggest digital footprints in the incentives industry.

  • Helped with the implementation process of moving the company’s CRM from an on-site datacenter to Salesforce.com, eventually working as the company-wide Salesforce administrator. 

  • Created all social media and blog content, eventually finding ways to tie in social activity into the company’s sales pipeline.