I led a campaign for a new service line that targeted small businesses. We used a mix of digital marketing, direct mail, and partnerships with local chambers of commerce. The campaign was successful because it was highly targeted, leveraging data analytics to identify the most promising prospects. Additionally, we created compelling content that addressed the specific pain points of our target audience, leading to a 30% increase in service line adoption within six months.

I prioritize initiatives based on their potential return on investment (ROI) and alignment with strategic goals. For example, if a new service line is a key growth driver, I would allocate more resources to marketing it, even if it means scaling back on less impactful campaigns. I also consider the stage of the service line's lifecycle; for newer services, I focus on building awareness, while for mature services, I concentrate on driving conversions.

I use a combination of quantitative and qualitative metrics to measure effectiveness. For instance, I track key performance indicators (KPIs) such as lead generation, conversion rates, and customer lifetime value (CLV). Additionally, I conduct regular surveys and focus groups to gather qualitative feedback from customers. This dual approach helps me understand not just what is working, but why it is working, allowing for more informed decision-making.

I stay current by regularly reading industry publications, attending webinars and conferences, and participating in professional networks. I also conduct competitive analysis to understand what others in the industry are doing. When incorporating trends, I ensure they align with our brand's core values and target audience. For example, if content marketing is trending, I might introduce more blog posts or whitepapers that provide value to our customers.

I managed a team through a significant change when we transitioned from traditional marketing to digital marketing. To ease the transition, I provided extensive training, set clear expectations, and communicated the benefits of the change. I also encouraged open dialogue and addressed concerns promptly. As a result, the team adapted quickly, and we saw a 20% increase in digital engagement within the first quarter.