I've been called the "nexus of execution" and the "COO of marketing."
Ensuring we have the right tools, processes, and systems in place to do our best work is an important part of how I approach leading a marketing team.
At the same time, I am careful to avoid implementing systems just for the sake of systemization. In most cases, systems don't need to be built before work begins, and they should not be maintained just to check a box. Instead of creating busy work, I focus on systems that make work more efficient and effective for both the marketing team and the company as a whole.
CROSS-FUNCTIONAL COLLABORATION
Airtable
Asana
Basecamp
Confluence
Figma
Google Drive
Jira
Linear
Loom
Slack
Design
Canva
Illustrator
Photoshop
DATA
FullStory
Google Analytics
Hotjar
Mode
ProfitWell
CONTENT MANAGEMENT
Contentful
Podia
Unbounce
WordPress
MARKETING AUTOMATION
ActiveCampaign
Act-On
Beamer
Buffer
Hootsuite
Hubspot
Infusionsoft
Iterate
Mailchimp
Typeform
OUTREACH
Apollo
GroupTrack CRM
Store Leads
CUSTOMER RELATIONSHIP MANAGEMENT
Bettermode
Dixa
Intercom
Zendesk
SEARCH ENGINE OPTIMIZATION
Ahrefs
Semrush
OTHER
ChatGPT
Zapier
LANGUAGES
CSS
HTML
When I started at Podia, marketing emails were being sent out via both Intercom and ActiveCampaign, but there was limited segmentation and automation in place.
I worked with Support, Dev, and Data to ensure we were piping the information we needed into ActiveCampaign and created additional segmentation based on lifecycle stage, plan type, and interests. Once this was done, we moved all marketing emails into ActiveCampaign and began adding additional automations as well.
I continued to own our AC implementation, working to add additional events and attributes, building out A/B tests, and creating automations for engagement tagging and scoring.
When I joined Podia as the Affiliate Marketing Manager, we knew we needed a more robust affiliate platform for relaunching and growing the program.
I evaluated a number of platforms for their analytics, automation, and customization as well as the marketplace of affiliates available for outreach. Based on all of these factors, I prepared a case for moving to Impact and then led the negotiations as well as the implementation process, interfacing with Impact and internal developers.
In addition to setting up Impact, I provided training for our affiliates and other members of the Marketing and Support teams at Podia.
When the Support team moved from Intercom to Dixa, we lost our ability to provide feature updates in-app for our users. I led the process of evaluating alternative tools. Once we settled on Beamer, I worked with our Dev team to implement and launch Beamer, trained other members of the marketing team, and developed policies for the types and formatting of posts as well as the segmentation of messages.
We eventually scaled our usage of Beamer to include a standalone changelog as well as an alert on the app for new updates, and I worked with Design and Dev on those implementations as well.
As part of the Podia Pros program launch, I worked closely with the team at Fiverr Certified to create a marketplace of Podia experts within the Fiverr ecosystem. This involved identifying and evaluating prospective partners, identifying service areas and descriptions, ensuring all comarketing materials met brand guidelines, and promoting the partnership across our channel.
We were thrilled to be an inaugural Fiverr Certified partner alongside tech giants like Amazon, Stripe, and Monday.com!
When we launched the sponsorships program at Podia, we didn't have any infrastructure in place. I spearheaded this program, developing processes for discovery, contracting, and delivery.
In addition, we needed to report on our progress and results to leadership. We started with a Google Sheet that tracked progress and calculated CPM, CPC, and CPL but eventually moved to a more elaborate Airtable that allowed us to share results visually in real time.
Former Owner & CEO at Ultimate Bundles
"Mandi has taught me so much about thinking carefully through ideas, noticing the details, seeing things through our [stakeholders'] eyes, and I love how much she's played devil's advocate to really push us to carefully consider each decision, its impact, and whether there were alternatives that made more sense.
She's smart and organized and always pushes herself to complete her work with excellence, which has often meant going above and beyond the call of duty. "