Experience

Mike Meehan

Profile Summary

I am a digital marketing professional with more than a decade of experience in digital advertising, email marketing and social media. I’ve worked with both corporate and non-profit clients in a variety of industries including financial services, insurance, energy, and restaurant franchising and higher education. I’ve helped companies that are leaders in their respective industries such as Delta Dental, International Dairy Queen and Peabody Energy increase brand awareness, lead generation, consumer engagement and conversions.

Expertise __________________________________________________________________________

Brand Management · Display Advertising · Paid Search Advertising · eCommerce · SEO/SEM · Email Marketing  · Marketing Automation · Remarketing · Social Media · Brand Advocacy

Experience _________________________________________________________________________

Digital and Social Media Specialist, Delta Dental of Missouri
St. Louis, Missouri
(Mar 2016 – present)
Managed Delta Dental’s digital marketing initiatives. Saved the company more than $23,000 per year by managing social media and email marketing internally and eliminating outsourcing.

  • Brand & Product Management | Served as business lead for developing marketing strategy for increasing sales of individual and family dental plans.
    • Marketing Strategy | Developed marketing strategy that recommended introducing new dental plans that included more robust benefits to compete in the higher-end market segment, increasing touch points with potential customers and improving users’ website experience.
    • Market Research | Conducted market research and competitive analysis to identify growth opportunities in the market.
    • User Experience | Analyzed existing marketing efforts and consumers’ journeys to identify areas to increase the quality and quantity of customer touch points and improve consumers’ buying experience.
  • Display Advertising | Created and managed 36 Delta Dental Facebook ad campaigns from 2016 through 2018, which resulted in 29,072 engagements and 557,437 impressions at an average cost of $.28 per engagement.
  • Paid Search Advertising | Managed Delta Dental’s small business Google Ads paid search campaign. Researched keywords, wrote text ads, placed keyword bids, created landing pages and monitored campaign effectiveness.
  • eCommerce | Mapped ecommerce site traffic flow and customer buying journey to identify opportunities to improve consumers’ buying experience.
    • Developed mobile friendly landing pages that provided information to help consumers choose a dental plan and get quotes.
  • Search Engine Optimization | Developed and implemented SEO strategies across Delta Dental’s ecommerce sites and landing pages to improve organic search results.
  • Email Marketing | Develop email marketing strategies, created content and analyzed KPIs. Lead selection process for Delta Dental’s marketing automation tool, which included evaluating Salesforce Marketing Cloud, HubSpot, Marketo and SharpSpring.
  • Marketing Automation | Created automated email marketing campaigns for email newsletter sign up process, consumer direct and small business lines of business.
  • Remarketing | Developed and implemented remarketing strategies for Delta Dental’s small business and individual dental insurance products.
  • Social Media | Developed social media strategies and created content. Increased social media reach 137% and engagement 34% in 2017.
  • Brand Advocacy | Developed employee brand advocacy program which accounted for 58.7% of reach and 21.5% of engagement in 2017.

Communications Consultant, Wells Fargo Advisors (Sep 2015 – Dec 2015)
St. Louis, Missouri (This was a short-term contract position.)

Managed internal communications project required to meet financial industry regulations.

  • Internal Communications | Wrote “plain business language” descriptions for internal shared resources such as shared drives and email lists, which explained their purpose and associated risk.

Communications Specialist, Peabody Energy (Mar 2014 – Jun 2015)
St. Louis, Missouri (This position ended due to company downsizing.)
Managed Peabody Energy’s digital marketing initiatives including social media, employee brand advocacy, video and web content.

  • Social Media |Increased retweets by 402%, retweet reach by 106% and favored content by 493% in 2014 vs. 2013.
  • Employee Brand Advocacy |Developed Social Media Ambassadors Program, which resulted in 834 content posts shared, a reach of 256,074 and 396 interactions in 2014.
  • Video |Saved Peabody more than $15,000 per year by managing video production internally and eliminating outsourcing. Wrote project outlines and scripts, taped and edited corporate video segments, including quarterly earnings release videos.

Digital Communications Manager, Saint Louis University
(Jul 2011 – Mar 2014)
Director, Digital Communications, Saint Louis University
(Apr 2009 – Jun 2011)
Assistant Director, Alumni Relations, Saint Louis University
St. Louis, Missouri (Sep 2004 – Apr 2009)

Lead the digital marketing initiatives for Saint Louis University’s Advancement Division including email marketing, social media and web content.

  • Email Marketing | Increased broadcast email open rates from 16.5% to 21.2% and unique click rates from .96% to 2.97% between 2008 and 2012.
  • Social Media | Increased the number of followers on the SLU alumni relations’ Facebook pages by 51% from 3,200 in 2011 to 4,825 in 2012.
  • Vendor Management | Lead the search and evaluation process in selecting a vendor for the advancement division’s fundraising software which managed online event registration, websites and broadcast email marketing.

Assistant Director, Alumni Affairs, Indiana State University
Terre Haute, Indiana (Feb. 2000 – Sep 2004)
Managed the office of alumni affairs’ digital communications including email marketing, online communities and website content.

  • Email Marketing | Created the University’s first digital alumni newsletter which saved more than $37,000 in annual postage costs.

Senior Field Consultant, International Dairy Queen, Inc.
Louisville, Kentucky (Jul 1995 – May 1999)
Managed a district of 32 Dairy Queen stores in west central Indiana and central Illinois in which I was responsible for ensuring the consistency of the Dairy Queen brand by training owners, managers and employees in the operations of Dairy Queen stores.

  • Brand Management | Provided training in financial management, local marketing, product preparation and proper health and sanitation procedures.
  • New Product Launch |Launched new products, such as Treatzza Pizza, by providing franchisees with instruction on product pricing, in-store promotion and employee training.
  • Financial Management | Assisted franchisees in increasing store profits by calculating and analyzing financial data and then identifying and implementing strategies to improve the stores’ financial position.

Technical Skills _____________________________________________________________
Facebook Ads, Google Ads, Google Analytics, Google Tag Manager, Hootsuite, HTML, Illustrator, InDesign, Photoshop, Premiere Pro, SharpSpring, Twitter Analytics, WordPress

Where I’ve Been Published ________________________________________________

Wrote articles about long-distance road running, triathlon and trail running that were published in national and regional endurance sports publications including TrailRunner, USA Triathlon, UltraRunning, Terrain and Missouri Runner and Triathlete.

Education ___________________________________________________________________

Master of Business Administration, Marketing
University of Missouri—St. Louis (Aug. 2020)

Master of Arts, Higher Education Administration
Saint Louis University (2008)

Bachelor of Science, Marketing
Indiana State University (1994)

Certificate Programs
Digital Media Marketing Certificate, University of Missouri—St. Louis, 2017

Google Ads, Google Analytics, Hootsuite, White Belt of Six Sigma Methodology