Gayle Greene

Professional Experience:

Seletsky Consulting, L.L.C Senior Marketing Consultant
February 2009 – Present
• Provide management and support of client’s public relations, digital media, mobile applications, podcasts and marketing campaigns. Clients include: healthcare, big box retail and technology.
• Content tasks include: Create editorial calendars for content sharing, develop contests to promote products, advertise contests on company website, and writing whitepapers and reviewing affiliate programs.
• SEO tasks include: Develop keyword lists, name images appropriately on the corporate website, choose anchor text for backlinks, list company on local and national business directories, manage relationships with major search engines, ping sites after new content has been published, rename files so they are search engine optimized, write blog posts based on a keyword strategy, and review website backlinks. Run reports to track growth, response or ROI at the end of each campaign.
• Email tasks include: selecting an email marketing software vendor, design email newsletter templates, distribute email newsletter, write email newsletter copy, set up trigger emails, send out test copy of emails, segment email marketing lists, review email marketing metrics and clean the database in terms of eliminating typos and dead addresses.
• Social media tasks include: curate content to reach company’s ideal customers; monitor, listen and respond to users via Twitter, LinkedIn, Instagram and Facebook; conduct online social advocacy and open stream for cross-promotions; design, create and manage promotions and social ad campaigns; become an advocate for the Company in Social Media spaces, engaging in dialogues and answering questions where appropriate.
• Establish, customize, and execute marketing strategies for multiple clients. Create marketing channel reports based on specific metrics and revenue objectives.
• Increase brand awareness, traffic generation, buzz marketing, and visibility for clients via email marketing campaigns, SEO and SEM methodology. Use Google AdWords and manage Pay-Per-Click campaigns.
• Track and report website traffic, increase in visits, comments, feedback, client/customer service, and other valuable statistical information. Make necessary changes to enhance campaign effectiveness.
• Moderate communications between clients and ad agency of choice. Social Media Director
June 2009 – December 2010 Vienna, VA
• Created a comprehensive social media strategy to define programs that use social media marketing techniques to increase visibility, membership and traffic across all verticals
• Implemented and managed social media program
• Experimented with new and alternative ways to leverage social media activities
• Monitored trends in social media tools, trends and applications and appropriately apply that knowledge to increasing the use of social media at Weddzilla.
• Strategized with and educated the management team and others across the company on incorporating relevant social media techniques into the corporate culture and into all of the company’s products and services.
• Measured the impact of social media on the overall marketing efforts. Employed SEO to improve search results.

1105 Media Event Sales/Marketing Administrator
January 2008 – December 2008 Falls Church, VA
• Created and distributed media kits and sales materials to prospects and clients.
• Maintained and update sales databases.
• Updated weekly sales reports.
•Assisted sales staff in gathering prospect data.
WebMethods (Acquired by SoftwareAG) Marketing Operations Database
May 2007- November 2007 Specialist (Contract Assignment)
Fairfax, VA
• Performed critical data uploads and create lists using CRM platform.
• Coordinated with marketing and Siebel teams to develop requirements for ad-hoc reports.
• Worked with outside vendors to cleanse and supplement data.
• Identified list selection criteria using CRM platform in support of sales and marketing objectives

Yelp, Inc. Marketing Assistant (Contract Assignment)
11/2006 – 2/2007 Washington, D.C.
• Wrote 50 or more personal, descriptive reviews of DC and surrounding area businesses.
• Moderated DC Yelp site by participating in Talk, updating business details, and voting on other users’ reviews.
• Encouraged more Yelpers by talking about the site with friends and acquaintances.
• Improved site by finding and correcting duplicate, incorrect and out of date listings.
• Most prolific Yelper in DC with about 800 reviews.
• 611 Florida and Doggie Style voted “Review of the Day”
• “Six Degrees of Gayle” campaign which resulted in member activations and
overall increase in reviews.
NaFME (National Association for Music Education) Promotions/Marketing Manager Reston, VA
5/2005 – 8/2006
• Developed marketing strategies through analysis of sales reports and budgets.
• Wrote copy for and coordinated distribution and web placement of marketing campaigns. Edited and sent e-newsletter to state leaders.
• Managed database marketing projects. Selected and purchased lists for targeted mailings. Verified list accuracy by performing queries.
• Oversaw major projects including annual resources guide and member handbook.
• Instigated and managed opportunities for member relations.
• Conducted market research.
• Advised on new product marketing and pricing.

Victoria’s Secret Sales Lead
1/2004 – 10/2005 Mclean, VA
• Helped clients selecting merchandise by introducing new product and adding on related products to a sale, sold directly to customers, assisted management in the daily operation of the store and merchandising the location.
• Performed opening and closing store procedures.

Impressions Marketing Group, Inc. Marketing Specialist
4/2004 – 12/2004 Lorton, VA
• Maintained and created company database. Researched potential clients in terms of sales and size.
• Generated marketing database of target customers. Coordinated trade show activities. Wrote RFIs and RFPs for submittal.
• Developed materials for prospective customers. Created targeted mailers and faxes. Supported sales staff.

Dynex Technologies Sales and Marketing Specialist
10/2003 – 4/2004 Chantilly, VA
• Updated and maintained client and customer marketing information in ACT! database. Transferred all archived data.
• Selected and created collateral and other sales materials for trade show events. Ensured delivery of items to event location.
• Responded to additional needs for materials and supplies, including “on-the-fly” creation of signage and handouts.
• Composed letters mailed to prospective clients, outlining new or enhanced products.
Bamboo Solutions Corporation Marketing And Sales Specialist
4/2002 – 8/2003 Reston, VA
• Created lead tracking system to manage all new sales results and to document results and trends. Managed marketing database in order to perform queries and direct mailings.
• Selected and ran trade show and table top events. Analyzed results of shows, direct marketing, e-mail campaigns and product demonstrations.
• Initiated business development by making qualification calls for software product sales and record details.
•Created collateral, researched and select trade shows, assisted in web seminars. Performed traditional marketing tasks.

National Center on Education and the Economy Staff Administrator (Temporary Assignment)
10/2001 – 4/2002 Washington, D.C.
• Distributed information to internal staff at regional offices regarding school services and professional calendars.
• Prepared and disseminated correspondence and materials. Organized files. Maintained member database.
•Developed presentations. Made travel arrangements and managed executive calendars. Scheduled meetings and conference calls. Marketing Project Manager/ Member Acquisition Manager 3/2000 – 9/2001 Mclean, VA
• Formulated and copy-edit marketing collateral, consistent with company messages and branding objectives
• Entered target company data into database. Maintained relationships with national job boards.
• Performed industry research and initiate cold calls for sales leads. Strategically matched candidates to positions.
• Managed the insertion of keywords in title tags and page names on website and ran reports to analyze usage and search word trends.

MCI WorldCom Project Coordinator (Temporary Assignment)
12/1999 – 3/2000 Mclean, VA
• Handled customer and technician inquiries regarding phone service.
• Processed trouble tickets.
• Responded to client questions. Web Content Manager
6/1999 – 11/1999 Washington, D.C.
• Wrote, edited and developed all content for e-commerce website including articles, newsletters and e-mails.
•.Managed service tabs during transfer from development to production.
• Monitored, enhanced, and standardized all issues associated with the service tabs (flowers, gifts, travel, etc).
•Maintained communication with the web architecture team.

Cendant Online Services Advertising Development Manager
7/1997 – 4/1999 Fairfax, VA & Framingham, MA
• Led as the key contact person in the local office for the development, production and customer service for internet advertisements on the and sites.
• Hired, trained and managed full-time and temporary staff.
• Scheduled client appointments, tracked the production process, resolved client issues and met production goals.
• Developed and maintained strong relationships with clients as well as ensured all advertisements met Microsoft specifications.
• Presented with Leadership Award, December 1997.

Self- Employed Freelance Projects
11/1996 – 7/1997 Northern VA
• Performed customer relations, internet searches, trade show demonstrations, formulated responses to user inquiries and other projects as assigned..
• Researched, developed key and search words for websites, as well as formulated spreadsheets for market research. Clients included:

Online Promotions Producer America Online
6/1996 – 11/1996 Vienna, VA
• Created, formulated, and developed content for important traffic areas each month.
• Acted as point of contact and liaison for internal and external partners and clients.
• Managed and supervised remote staff. Formulated an immediate response to a major crisis resulting in restored media and member confidence.
• Organized and designed high visibility areas to accurately reflect corporate initiatives and emphasized advertising campaign messages.

Online Promotions Coordinator America Online
9/1995 – 6/1996 Vienna, VA
• Authored original copy for company announcements for the purpose of increasing usage, member retention and to uphold theme based promotions and contests.
• Crafted all event promotions for over 15 network areas on a daily basis.
• Scheduled advertisements at shorter intervals while simultaneously increasing promotions by both number of software platforms and networks supported.
• Wrote promotional materials which were used for major corporate endeavors as well as for partner and client use

Sales and Service Representative America Online
5/1994 – 9/1995 Vienna, VA
• Employed high quality marketing skills to sustain a user base that grew from 75,000 to 5 million members and encouraged customer loyalty.
• Responded to subscriber inquiries on behalf of CEO.

The George Washington University Bachelor’s Degree
International Communications Washington, DC

Software Skills:

Microsoft Office including Excel, Powerpoint and Word. CRM programs including Microsoft CRM, ACT!, Goldmine, Sugar CRM and Salesforce. Website development tools including HTML, WordPress, Sharepoint, Responsive Design and FrontPage. Desktop publishing tools including Quark and Photoshop. SEO/Search Engine Optimization tools such as Google Analytics, Tags and Keywords. Graphics programs including Adobe InDesign, Illustrator and Photoshop. Social media marketing tools such as Hootsuite, TweetDeck, Radian6 and Google AdWords. Project Management tools including MS Project. Email tools including Constant Contact and MailChimp. Marketing automation software such as HubSpot, Infusionsoft, SilverPop, Marketo, Pardot and Eloqua. Content Management Systems such as Radiant and SilverStripe. Mail resolution applications like A/B testing and Can-Spam. Document sharing and management tools including Dropbox, Google Drive and Basecamp. File management tools such as mTAB, Pin and Polk.

Sometimes, it is you

I just ended what was a very humbling experience. A contract with a client where we could never get on the same page. Whenever I swerved left, the client wanted me to swerve right. There somehow was a communication clash from the start.

So, as I lick my wounds and ramp up efforts to replace those hours – a few lessons learned:

  • Be proactive. Ask for feedback rather than wait for it. Managers tend to tell you how they want projects delivered. Talk about any concerns you may have. Which leads me to..
  • Ask questions! If given an open-ended task such as “place this photos on collateral” ask questions like “I was thinking of putting x photo on the tri-fold mailer.” By asking questions it will clarify what is used where as well as give additional thought as to whether it makes sense.
  • One you’ve tried and tried again, it may not be the right fit. In the end…I think that what this most recent situation boils down to. Lesson learned. When a door closes…


A Real Guide to Job Hunting (Part 1)

I realize I have been slacking in creating new blog posts. I will come clean on something. I have been looking for a job. I know, I know. Many of you are all “what is going on?”


My consulting business is going OK, not great. There have been a lot of teacher work days and snow days. I typically do kid duty on those. Plus, I get stuck with lovely tasks like billing, Accounts Payable, Accounts Receivable, going to all sorts of events (which sounds like fun in theory but is a huge time suck). Long story short, I am doing more of the administrative stuff versus the actual marketing stuff which is what I am good at. Math never was and never will be my strong suit.

I started my job search in the usual places: LinkedIn, Indeed and CareerBuilder. I dedicate at least one hour a day to applying for jobs, making sure I am selective in that the position is actually something I can do, and would interest me long term. I am not looking to do this again anytime soon.

I have even had some interviews. In the next few blog posts I will share my experiences, warts and all. I think I am close to a job offer – after six months of hardcore looking I had better be. Anyone else out there in the trenches as far as looking for a new job? Share your experiences below.

Likes, Shares, and Retweets Mean Nothing

We have had more than our share of snow days in the recent weeks, so that means all I have been doing this week is playing catch-up. I have had a ton of in-person meetings with my clients as I often do at the beginning of the month.

The questions I am hearing, more often than not, is “How do we get more likes?” or “How do we get more followers?”



When are companies going to understand that no matter how many followers they have on Twitter, how many Fans or Likes they have on Facebook — it does not mean a damn thing if no one buys their product. So, guess what? Likes and followers don’t mean squat. How many companies have you seen with over a million followers on Facebook go bankrupt? Exactly.

What companies need to do to be successful, at least in social media is create compelling content that is meaningful to their customers. To ask their customers what they want. To be more aware of what the customer is buying or looking for and make it easier for the customer to find that item. For example, if I buy a new pair of running shoes on an e-commerce website, why would that company serve me advertisements for swim goggles?

Focus on delivering a great customer experience, and the revenue will follow. Stop worrying about Likes and Shares. If you give the customer what they want, the positive word of mouth will be worth more than 1,000 likes. And you can put that in the bank.

Using The Tools We Are Given

Hi there. I know it has been a while. There has been something I noticed over the past few months while mired in the day to day activities of work and child wrangling. It is this: Technology is supposed to make our lives easier. But very few people are using it effectively.

1. Email. I cannot even express how many times I have received an auto reply from someone telling me that he/she will be out of the office. Which is typically fine, except if the date that the person states that he or she will be back in the office has already passed. How to resolve this? First, really think about whether setting up this kind of notifier is necessary. If you do deem it worthy of telling people you will not be able to immediately respond to emails, be sure to turn off the notification as soon as you return. Simple.


2. Scheduled Tweets. This is where many people (and companies) can get into trouble. LiveNation got slammed for telling their followers to share pictures of a concert, after the show was cancelled due to the structure falling over resulting in one death and multiple injuries. Somehow, LiveNation was able to tweet that the show was cancelled, but whomever was in charge of their social media/Twitter stream neglected to look at the previously scheduled tweets.

3. Knowing the appropriate times to share on social media. This one should be a given by now, but time and time again people just don’t think before posting stuff on the internet. Like the time Kim Kardashian promoted her momanger’s appearance on QVC, 20 minutes after sending her condolences to victims of the bombing at the Boston Marathon. Her mom didn’t do much better, tweeting about her appearance without even mentioning the Boston incident.


Starting a “Yes” Revolution

It all began innocently enough. I went to a gas station with the needle on  my fuel gage a tiny bit below empty. Not to worry, I had a VISA gift card that one of my clients gave me as a “thank you” for doing great work on a project. I have been given these types of gift cards before and have used them at gas stations previously without any issues. Not this time.

At the pump I swiped the brand new VISA card. And, a strange thing happened. It was declined. I walked up to the attendant and asked if he knew what happened. He tried to manually charge the card and told me the same thing the computer in the pump did. Declined.

I then called the number on the back of the card. This was not an easy feat. The type was tiny, and I had to wait 20 minutes to speak to a real person. Once I got connected to someone, the representative advised me that gas stations place a hold on credit cards once the card is swiped. It was some sort of crazy “policy” to ensure that the card actually had enough money on it. Perhaps there were a lot of instances of people trying to drive off after filling their minivans and trucks with $75 worth of gas. Oh yeah, that’s right. The hold placed on the card was SEVENTY FIVE dollars.

After going around and around with the “representative” – surely if VISA had placed a hold on my card, they could put it back – I asked to speak to a manager. The manager told me the same thing. There was nothing he could do. He asked me if I read the 20 page pamphlet that came with the card. I was honest and replied no. He then replied that this “gas station policy” was outlined in pamphlet. I then returned to the issue at hand. I was out of gas, had no cash on me, and only had the VISA gift card on me as payment. Was there any way to return the money taken from the card back to the card?


I pretty much told the manager that I was tired of being told what can’t be done, and asked what COULD be done. Nothing, apparently, as the manager went back to the script and rattled off policy.

Wouldn’t it be nice to hear the word “yes” when dealing with businesses? Wouldn’t it
be nice, when talking to a service-facing employee that they they treated you like an actual person and had some compassion instead of rattling off “policy” like a robot?

I am suggesting a new way of customer service. Saying yes. Sure, it may take a bit more time and thinking out of the box. But just imagine what the word yes would do for your company. It can make a customers day. And bring them back for more.

Are Conferences A Con?

There is one event management company that seriously sends me an email a day followed up with a phone call. It is getting very annoying. Do you know what that says to me? They are desperate for attendees, and likely overpaid for speakers and event space. Basically, they are afraid of this:


The fall conference season is pretty much over as of the first week of November. So, as you take a look at the slate of spring conference events, be sure to ask yourself the following:

  • Am I going to learn something/meet anyone beneficial to my career?
  • Will I have opportunities to network with people in my industry?
  • Does the conference offer a variety of break-outs or workshops to pick from?

If you answered “yes” to two or all of the above questions, then you should attend that conference. Remember, you can always try and defray the cost by offering to blog or report on said conference. If it applies to your job and you can show your manager why this conference will be beneficial to your company, certainly ask if your ticket/attendee fee can be paid for.

Remember, have fun, and don’t be a con-hole. Do some research on the keynoters, and follow them on social media beforehand. Ask questions. Participate. Don’t just hang out at the bar or in the cafeteria, or even worse your room.  Learn something and post about your experiences below.