Sarah Baker
Golden
Summary
Dynamic and results-driven marketing leader with over a decade of experience in marketing strategy and operations. Proven track record of optimizing multi-million-dollar marketing budgets, leading cross-functional teams, and driving strategic initiatives that maximize business growth and efficiency. Future-forward thinking with a proven track record of optimizing processes and governance to achieve and build teams in matrixed corporations. Award-winning professional recognized for impactful contributions and AdExchanger winner for Marketing Leadership under 40.
Overview
10
10
years of professional experience
Work History
Associate Director; Marketing Operations & Strategy
Verizon
05.2023 - Current
- Oversaw a team of 5, managing marketing analytics, strategy, budget operations, Martech, and reporting, directly influencing Verizon Value’s marketing direction.
- Executive Collaboration: Presented marketing portfolio strategies and performance insights to Verizon’s executive leadership, driving strategic alignment and investment decisions.
- Operational Efficiency: Established integrated marketing processes, developed a tiered project management structure via creation of Marketing Front Door, and introduced a new governance framework to streamline operations.
- Managed an $800M marketing budget, developed elasticity models optimizing $65M, and led COA/COR analyses saving $10M through strategic shifts.
- Fostered a culture of continuous improvement by encouraging staff to share innovative ideas via weekly innovation calls.
- Revamped internal communication channels based on governance schedule and recurring presentations.
- Actively participated in industry conferences and networking events to help increase awareness of marketing efforts.
- Negotiated favorable contract terms with vendors and suppliers, resulting in significant cost savings without sacrificing service or quality standards.
Sr Manager, Marketing Operations, Analytics, Research
Verizon
08.2021 - 05.2023
- Department Creation: Founded and scaled the first marketing operations, research, and analytics department at Visible, enhancing data-driven marketing strategies.
- Analytical Leadership: Built and led a marketing analytics team, setting reporting structures and integrating marketing insights with business outcomes.
- Consumer Insights: Managed consumer research initiatives, collaborating with external stakeholders to refine paid media strategies and optimize marketing spend.
- Innovative Marketing: Introduced first-ever MMM partner, leading to increased investments in linear TV and multi-million-dollar marketing engine effectiveness.
- Consolidated research and analytics vendors and renegotiated contracts to optimize budget and provide $5M in savings
- Managed large-scale product launches and introduced new Integrated Marketing process to streamline work
- Recommended and implemented several demand generation campaigns that lead to +15% of gross adds for the business
- Led cross-functional teams in implementing consumer research that optimized linear creative, leading to triple digit awareness growth for the brand
Digital Marketing & Insights Team Lead
Verizon
11.2020 - 08.2021
- Demand Generation: Led a team focused on demand generation, achieving a 3X increase in site conversion rates through strategic growth initiatives.
- Performance Marketing: Managed $120MM+ paid media programs, optimizing performance across all marketing channels and significantly contributing to the bottom line.
- Branded Integrations: Developed and executed strategies for branded integrations, driving notable increases in acquisition volume and marketing effectiveness.
- Grew two net new, demand generation channels for the Visible brand contributing to 20% of net new GAs and a 15% lift in performance during holiday Y/Y
Digital Marketing Manager, Social & Custom Content
Verizon
08.2019 - 10.2020
- Cross-Functional Leadership: Acted as the primary liaison between cross-functional teams and media agencies, optimizing paid social media strategies.
- Strategic Planning: Developed new creative and testing strategies, resulting in a 2X growth in acquisition volume through targeted device marketing campaigns.
- Developed and implemented a successful digital marketing campaigns to drive customer engagement and increase awareness of new product "Party Pay" that led to 80% of members utilizing the product.
Senior Manager, Digital Strategy
Metric Theory
10.2018 - 08.2019
- Achieved 105% and 100% client retention rates, led social resource development, and drove revenue growth for new paid social business units.
Senior Account Manager, Paid Social
Metric Theory
05.2017 - 10.2018
- Managed a portfolio of digital media clients, overseeing execution, buying, trafficking, and relationship management.
Media Planner & Buyer
Booyah Advertising
01.2015 - 04.2017
- Strategized and executed digital display and paid social media campaigns, managing $20MM yearly budgets to achieve campaign ROI goals.
Account Coordinator
Booyah Advertising
01.2014 - 01.2015
- Streamlined communication between clients and internal teams
- Developed paid media reporting for a variety of clients including Gap Inc and Discover Card that helped generate the insights that lead to ROI optimization.
- Managed all elements of ad operations for a book of 5 clients.
- Escalated issues to appropriate channels as necessary.
Education
Psychology, Certificate in Advertising (a2b Advertising Program) -
University of Colorado, Boulder
05.2013
Skills
- Go-to-market Strategy
- Marketing Technology and Roadmaps
- Paid Media Strategy
- Executive Communication
- Process and Governance
- Operations Management
- Budget Management
- Leadership & Team Development
- Project Management
- Strategic leadership
- Analytical Thinking
- Coaching and Mentoring
Media Coverage
- MediaPost: Visible Leans On Its Site, Not Media, to Convert
- AdExchanger: Sarah Baker; Rising Star; Leadership Under 40
Awards
- AdExchanger Rising Star: Leadership Under 40, 2021
- Verizon WOW Program: Women of the World, 2021
- Impact Award: Largest Impact by a New Employee, 2019
- Metric Theory Foundation Award Finalist: Client Growth and Performance, 2018/19
Timeline
Associate Director; Marketing Operations & Strategy
Verizon
05.2023 - Current
Sr Manager, Marketing Operations, Analytics, Research
Verizon
08.2021 - 05.2023
Digital Marketing & Insights Team Lead
Verizon
11.2020 - 08.2021
Digital Marketing Manager, Social & Custom Content
Verizon
08.2019 - 10.2020
Senior Manager, Digital Strategy
Metric Theory
10.2018 - 08.2019
Senior Account Manager, Paid Social
Metric Theory
05.2017 - 10.2018
Media Planner & Buyer
Booyah Advertising
01.2015 - 04.2017
Account Coordinator
Booyah Advertising
01.2014 - 01.2015
Psychology, Certificate in Advertising (a2b Advertising Program) -
University of Colorado, Boulder
Similar Profiles
Gerrick McPhearsonGerrick McPhearson
Manager, Business Development, National Fiber Deployment at VerizonManager, Business Development, National Fiber Deployment at Verizon
Michael HancockMichael Hancock
Cable Splicer at VerizonCable Splicer at Verizon
Amiah MellinAmiah Mellin
Salesperson at VerizonSalesperson at Verizon