SAMANTHA J. LOPEZ

• Strategic Leadership: Led the marketing and communications strategy for the university, aligning efforts with institutional goals and strategic priorities.
• Digital Campaign Leadership: Developed and executed targeted digital advertising campaigns, driving enrollment growth and increasing visibility for key programs.
• Brand & Asset Cohesion: Standardized branding and marketing collateral across print, digital, and recruitment materials, ensuring consistency and strengthening university identity.
• Team Building & Management: Built and led high-performing marketing team, fostering culture of innovation and collaboration that enhanced accountability and performance.
• Merger Integration: Successfully navigated a merger with another university, ensuring seamless communication, unified branding, and a smooth transition for internal and external stakeholders.
• Cross-Departmental Collaboration: Worked closely with the Alumni Affairs and Development office to create marketing strategies that supported fundraising and revenue-generating initiatives.
• Process & Workflow Improvement: Introduced new processes, workflows, and project management systems to improve collaboration and communication across departments.

Website & Data Optimization: Implemented systems to monitor website engagement and performance, leading efforts to regularly update and optimize the university’s digital presence.

• Led a rebranding initiative in partnership with community stakeholders that enabled the university to share its unique value proposition through its website, marketing communications, and recruitment funnel. Rebrand complete with a refreshed logo, brand identity system, website design, messaging, and brand statement.
• Developed a 4-year strategic enrollment and marketing plan with the goal of better positioning the university in the marketplace through initiatives that increase enrollment in both domestic and international markets based on core target audience segments and strategic initiatives.
• Managed marketing campaigns by analyzing performance, developing and implementing strategic plans, and collaborating with ad agencies on monthly and annual buys to meet performance goals.
• Led project to develop program-specific landing pages customizing each page to make them optimized for conversions which included market research, copywriting, project management, website architecture, and SEO & SEM components.
• Collaborated with the Director of Enrollment and recruitment team to support recruitment efforts throughout the prospective student journey.
• Produced a three-year communication strategic plan with a budget, KPIs, and initiatives aimed at enhancing the university's position with internal and external audiences.
• Promote the university's mission by leveraging communications strategies, building and maintaining media relations, and curating mission- and campaign-aligned communications.

• Facilitated complete website redesign and optimized SEO & SEM strategy which yielded a 52% increase in organic lead generation and lowered bounce rate by 15%.
• Overhauled and redesigned branding media, including print and online materials, tradeshows, and promotional items, to foster cohesive brand identity across all channels.
• Implemented university's first CRM to capture data for measuring marketing campaign performance, projecting budgeting needs, and optimizing recruitment strategies.

• Developed a dashboard that tracked lead-to-enrollment data, analyzed ROI, and optimized marketing spending.
• Implemented a budgeting process and vendor tracking system reducing quarterly marketing costs by 20%.
• Created marketing plans and kits for in-state and out-of-state markets to enhance outreach.
• Supported community initiatives in non-profit sector, fostering local engagement.

• Developed comprehensive marketing plans for 44 non-profit campuses with annual budgets of $100k each, leveraging digital, print, billboard, and radio channels.
• Curated regular social media content, organically growing followership on Instagram by 40%.
• Researched and coordinated local and out-of-state fairs, conferences, and recruitment events to enhance brand visibility in the local marketplace.
• Oversaw daily operations of non-profit organization, ensuring smooth functioning and alignment with mission objectives.

• Collaborated with executive leadership to align hiring strategies with organizational goals and needs.
• Developed staffing strategies to meet client hiring needs and goals.
• Managed recruitment processes, including sourcing, interviewing, and onboarding candidates.
• Recruited, interviewed, and matched skilled professionals to client projects, temporary assignments, and full-time opportunities, enhancing workforce alignment.
• Collaborated with clients to understand their workforce requirements and culture.

• Conducted market research to identify trends and customer preferences, contributing insights to shape marketing strategies.
• Coordinated weekly survey campaigns and analyzed responses to inform improvements for future training sessions.
• Produced and edited course decks and training curriculum using in-house storyboard design software and PowerPoint to enhance training effectiveness.