NICK PENNEBAKER
Prior Work and Education Experience
August 2020 - Present
MARKETING MANAGER
NORTHERN TRUST ASSET MANAGEMENT
Marketing Campaigns: Work with our content manager to help run digital programs centered around thought leadership. This includes both creating the strategy behind email blasts, advertisements, and public relations, as well as actively setting up the campaigns, and tweaking them as needed.
Public Relations: Work with our PR team to make sure press releases are created in a timely fashion, and pitched to the appropriate journalists. Help create interesting storylines with our management team that are relevant for today’s current events, and placed in respectable publications.
Database Management: Act as Northern Trust Asset Management’s CRM (Salesforce) and marketing automation (Marketo) administrator. This includes ensuring a healthy, clean database, that has accurate lead scoring models, and appropriate list segmentation that’s beneficial for drip and nurture campaigns.
Project Management and Implementation: Set realistic goals and expectations on our campaigns for both our management team and marketing specialists. Keep track of these timelines, and ensure each campaign is fully optimized to its potential.
April 2017 - June 2020 (laid off due to COVID)
DIGITAL MARKETING AND COMMUNICATIONS MANAGER
NORTHSTAR COMMERCIAL PARTNERS
Database and Website Management: Fully responsible for managing the company’s database of 70,000 prospects and current investors. This included completing a transition from Act! CRM to Zoho CRM, while ensuring all of the data was accurate and segmented as granularly as possible.
Marketing Campaigns: Prior to joining Northstar, no marketing team existed. This was a ground-up job for editing website pages, writing a Newsletter, creating marketing materials, devising email campaigns, and creating landing pages. In addition to completing those tasks, I also oversaw two people who assisted with our marketing, events, and database efforts.
Public Relations: Responsible for getting our CEO and Director of Equity featured in relevant publications, including U.S. News & World Report, Pensions & Investments, Fortune, and National Real Estate Investor.
Content Creation: Interviewed our company’s industry experts about their experience in commercial real estate in order to write two blogs per month to help with our thought leadership campaigns.
Tracking: Through Zoho and Google Analytics, I constantly tracked and tweaked our email and website messaging in order to maximize effectiveness. Through our thought leadership and targeted email campaigns, traffic increased 30% YoY, and investor prospects increased threefold.
Investor Relations: In charge of making sure the company retained consistent branding across all investment materials. I recreated our executive investment summaries to make them much cleaner and digestible for both high net worth investors, as well as institutional investors. Regularly communicate with HNW and institutional investors with our asset reports, and help created brochures geared towards their target markets.
September 2015 - March 2017
DIGITAL MARKETING AND COMMUNICATIONS MANAGER
ZACKS INVESTMENT MANAGEMENT
Website Management: Oversaw the ZacksInvest.com website, and managed a team in India who implemented design fixes and changes. Helped enhance the user experience in the hopes to seamlessly transition a website visitor into a strong lead, and ultimately an investor.
Public Relations: Responsible for writing press releases, while also getting the team's Managing Director featured in reputable financial publications. Media placements included The New York Times, The Wall Street Journal, CNBC, Yahoo Finance, Crain’s, and a variety of others.
Marketing Campaigns: Developed/managed drip and new business campaigns to help generate and maintain leads for our sales team. Through lead scoring and list segmentation, I was able to get very calculated with our email marketing and ad retargeting campaigns.
Investor Relations: Worked with the Managing Director to create pitch decks for our high net worth and institutional investors, in order to entice them to invest in our start-up opportunities.
Blogging: Wrote and maintained the company blog and monthly newsletter which helped drive traffic to our thought leadership pages. These efforts more than tripled weekly traffic to ZacksInvest.
Reporting: I generated weekly reports to show what email, social, and PR tactics were proving to be the most successful. From there, devised alternate campaigns based on our prior successes through a variety of A/B testing.
February 2015 - February 2016
ACCOUNT EXECUTIVE
FETCH PUBLIC RELATIONS
Content Creation: I would create at least five pitches per week for each of our clients in order to get them quoted/featured in print, online, and TV placements. Each pitch was tailored to specific journalists, and include high-profile placements including, USA Today, Forbes, WGN, Chicago Tribune, U.S. News and World Report, Fortune, the front page of yahoo.com, and many others.
Blogging: Wrote at least three blog posts per week for each of our clients. These posts were ghostwritten in a distinct voice and posted to our clients’ LinkedIn accounts and websites.
Social Media: Scheduled posts on Twitter, LinkedIn, and Facebook that corresponded with an appropriate content calendar to help boost our clients’ online brand..
Reporting: Created weekly reports that were a compilation of media hits and social media statistics to show our clients our work effectiveness.
Business Development and Management: Attended a variety of networking events to help build relationships in the community, while generating potential business leads. I had two direct reports who helped support both our PR and social media efforts.
March 2012 - November 2014
LEAD GENERATION MANAGER
DRILLINGINFO
Content Creation: Created email automation, blogs, social media posts, and landing pages to target both current clients and prospective companies as to any new Drillinginfo products.
Reporting: Created weekly and monthly reports that described who our clients were, and what campaigns were working, in order to enhance marketing programs.
Campaign Management: In charge of creating business development and marketing campaigns to target new business prospects, as well as upgrading existing customers - this required A/B testing of new product and soft lead emails to a wide audience with varying messages.
CRM Maintenance: Managed a team of three developers in order to help monitor our company’s Salesforce database to ensure leads, opportunities, and accounts were all synced.
Communication: Developed a monthly company newsletter that was used for both internal, and external purposes in order to update clients and employees as to new product updates. Wrote press releases and pitched national outlets about Drillinginfo products and our industry experts.
September 2010 - February 2012
TEAM LEAD - CUSTOMER SUPPORT
DRILLINGINFO
Client Training: Walked clients with varying backgrounds (geologists, landmen, C-level executives, analysts) through Drillinginfo’s highly-technical oil and gas platforms
Upgrade Opportunities: Drive sales and promote strong business relationships with our clients by providing excellent customer support through effective communication and expertise in Drilling Info’s products.
Team Management: Responsible for the success of new employees in the support department. New hire programs ensured that employees were tuned to the finer points of customer interaction to ensure a positive experience for our clients.
Offsite Trainings: Delivered technical walkthroughs of our product line to small and mid-sized audiences to clients throughout the state.
Education:
August 2004 - May 2008
B.A. - POLITICAL SCIENCE, THE UNIVERSITY OF KANSAS