Mary Ann Costin Westminster, MD | 443-547-7574 | [email protected] | LinkedIn __________________________________________________________________________________________________ Career Profile: Highly skilled at conceiving vision, strategy and plans that drive awareness, engagement and growth. Awardwinning marketing professional with over 20 years of experience coordinating, creating and editing digital and traditional marketing content for increased visibility, engagement and conversions. Top-level planning, collaboration, development and implementation of messaging, visual, search engine optimization (SEO) and search engine marketing (SEM) tactics that achieve desired impact and results. Proven organizational leadership. Professional Experience: Lutheran Social Ministries of Maryland, Westminster, MD | Director of Communications & PR June 2020 – present Communications Strategy • Create and implement multi-channel communication strategies that support objectives, elevate branding and deepen relationships with the stakeholders for a senior living parent organization and its communities • Lead storytelling narratives that resonate with target audiences using digital and traditional marketing channels • Strengthen media relations by pitching newsworthy stories and identifying leadership experts as spokespeople • Manage crisis communications in collaboration with executive leadership and external partners Digital Marketing • Lead website redesign projects in collaboration with cross-functional teams, stakeholders and agencies employing user experience, responsive design and search engine optimization (SEO) best practices • Formulate lead nurturing drip campaigns and lead generation assets and form development that drive conversions • Direct SEO and pay-per-click (PPC) strategies with agencies • Guide staff on social media management including developing editorial calendars and campaigns and monitoring engagement • Analyze and interpret performance data into meaningful conclusions for greater stakeholder understanding Branding • Manage brand direction including reputation management • Lead branding template development projects for consistent presentation across business units and logo redesign Department Leadership • Improved project and file collaboration and organization by building SharePoint sites, Teams channels and Planner projects • Established standards and best practices for branding, copywriting and design consistency, and social media and website maintenance to improve work quality • Increased opportunities to further communications by growing the department to include another staff member • Supervise and mentor staff member on website content, social media, content marketing, design and reporting SALISBURY MANAGEMENT, LLC, Baltimore, MD | Director of Marketing January 2019 – April 2020 Marketing Strategy and Branding • Led marketing and branding direction for mental and behavioral health organizations and private licensed schools • Developed strategies involving multi-channel campaigns that focused on awareness, lead generation and conversions • Established milestones, tracked progress and presented project status updates to stakeholders, including executives Website Marketing • Led two website redesign projects involving collaboration with cross-functional teams, stakeholders and agencies • Strategized with stakeholders on updating and building web pages, site sections and navigation structures employing user experience, responsive design and SEO best practices • Instituted website reporting measures by implementing Google Tag Manager and Google Analytics Social Media Marketing • Directed a social media growth plan that included implementing editorial content planning, building cadence and following best practices resulting in increased organic (i.e. non-paid) Page Likes by 1,000 in less than a year • Elevated advertising by delivering targeted content to niche audiences achieving objectives at optimal cost
Page 2 of 2 [email protected] Department Leadership • Transformed independent decentralized staff into a cohesive team by supervising and mentoring staff on website content, social media, content marketing, PPC advertising, design and reporting • Improved quality of work by establishing standards and best practices for branding, copywriting and design consistency, and social media and website maintenance • Developed and implemented project management and efficiency improvement processes, allowing a small team to execute a high volume of projects JOHNS HOPKINS HOWARD COUNTY MEDICAL CENTER, Columbia, MD Senior Marketing and Communications Manager May 2016 – January 2019 Marketing Strategy • Created and implemented multi-channel strategic marketing campaigns for new community health education programs with results exceeding expectations • Developed and implemented a strategic marketing plan for a new service division, including digital and traditional marketing tactics focused on generating awareness, leads and conversions • Established milestones, tracked progress and presented project status updates to stakeholders, including executives Social Media Marketing • Devised and implemented a social media growth plan that included editorial planning to methodically extend messaging, build cadence and increase Likes/Followers and engagement, resulting in a 96% engagement and 43% follower increase from the previous year • Instituted the implementation of new social media networks to further messaging, resulting in 45% of total impressions gained within a one-year period • Created and implemented best practices and standards for optimal management of each social media network • Elevated social media advertising delivering targeted content to niche audiences achieving objectives at optimal cost • Employed crisis communication tactics by monitoring conversations and serving as the online spokesperson Website Marketing • Strategized with stakeholders on updating and building web pages, site sections and navigation structures employing user experience and SEO best practices • Used Google Analytics and led the implementation of goals to report on acquisition and behavior activity Copywriting and Editing • Wrote and edited copy for websites, social media, email, newsletters, PPC and print advertising, press releases, reports, presentations, brochures and other collateral materials that appeal to internal and external target audiences while adhering to the Associated Press Stylebook and following best practices for each medium • Developed content marketing efforts to provide target audiences with success stories and valuable resource information that reinforced industry expertise of subject matter experts and drove website traffic CARROLL COMMUNITY COLLEGE, Westminster MD Digital and Social Media Marketing Instructor Digital Marketing Administrator | Coordinator of Communications/Web Editor March 2016 – August 2019 November 2007 – May 2016 Website Marketing | Social Media Marketing | PPC Advertising | Copywriting and Editing | Project Management | Teaching Technology Skills: Google Ads; Google Analytics 4; Google Business Profile, Content Management Systems – WordPress and SiteExecutive; Basic HTML; Aline CRM; Enquire MAP; Microsoft Office 365 - Word, Excel, PowerPoint, Teams, Planner, SharePoint and Outlook; Facebook Ads Manager and Business Manager; Hootsuite; Constant Contact; Basecamp Education: Johns Hopkins University, Master of Science in Marketing | Frostburg State University, Bachelor of Science in Marketing Awards: #carrollccgrad Social Media Campaign - National Council of Marketing and Public Relations (NCMPR), District 1 Gold Medallion; NCMPR, National Bronze Paragon; and Education Digital Marketing Awards, National Gold Website Redesign: carrollcc.edu – Education Digital Marketing, Bronze