1 Welcome
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2 About
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3 Resume
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4 Portfolio
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5 Press
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PROFILE                    Career coach and digital marketing leader with over 10 years of success integrating business and technology at 3 Fortune 500 companies and small businesses. MBA in Marketing and Entrepreneurship. Specific strengths in: Career Coaching, Career Strategy, Digital Strategy, Search Engine Marketing, Search Engine Optimization, and Social Media             


EDUCATION                  Graziadio School of Business and Management, Pepperdine University, Malibu, CA                              Dec 2005

                              Master of Business Administration with emphasis in Marketing and Entrepreneurial Management                                                                                   

·        Academic scholarship recipient


Rensselaer Polytechnic Institute, Troy, NY                     May 2001

                              B.S. in Computer and Systems Engineering and Studio Arts Minor                                                         

·        Academic scholarship recipient

·        RPI Dean’s List and the National Dean’s List

·        Selected as a Phalanx member, RPI’s senior leadership honor society


Center for Management Research, Boston, MA                            Dec 2010

                              Strategies for Enhancing Executive Influence with Professor Gary Orren                                                         


EXPERIENCE                CEO, Copeland Coaching, Memphis, TN                            Dec 2004 – Present  

                                             Career mentor specializing in career changes, and creative job search strategies

·        Career coaches professionals, graduate students, and recent college grads

·        Launched CopelandCoaching.com in 2013

·        Wrote career advice e-book "Breaking the Rules and Getting the Job"

·        Career Corner columnist for The Memphis Daily News newspaper

·        Career coach for Volunteer Odyssey job seekers program

·        Developed and led career self marketing workship for Pepperdine University MBA students

·        Guest lecturer on topic of personal branding at the Vatel School in Los Angeles

·        Recongized by Pepperdine University for unique job searching skills


                                                                                          Digital Marketing Consultant, Memphis, TN                            Jan 2006 – Present  

                                             Digital marketing consultant focused on online lead and sales generation

·        Expert in SEO, SEM, and e-mail marketing

·        Clients include: RedRover Sales & Marketing and Cantu Enterprises


                                                                                          Vice President, Digital & eCommerce, First Tennessee Bank, Memphis, TN                            Apr 2011 – Dec 2012  

                                             Digital & eCommerce Group

·        Led Digital & eCommerce team

·        Business owner for Mobile Banking, online account opening process, and Retail Online Banking

·        Partnered with other teams to drive the execution of the digital roadmap for digital improvements that support the objectives of FTB, while creating the best online customer experience possible

·        Led initiatives to increase the volume of new customers that sign up via online channels


                                                                                          Director of Digital Strategy & Marketing, ServiceMaster, LLC, Memphis, TN            Oct 2007 – Apr 2011

                                             Merry Maids, ServiceMaster Clean, Furniture Medic, and AmeriSpec

·        Executed $6.9M lead generation plan for Merry Maids, ServiceMaster Clean,  Furniture Medic, and AmeriSpec through SEM, SEO, e-mail marketing, site optimization, mobile marketing, and lead aggregator campaigns

·        Exceeded Merry Maids new customer lead generation goal by 10% in 2010 resulting in 147K leads

·        Digital leads generated result in over 60% of all new Merry Maids corporate sales

·        Spearheaded a local SEM program to enable franchise owners to purchase incremental online advertising in their local areas; 2010 franchise owner investment was $2M

·        Implemented a Merry Maids customer e-newsletter in 2008. E-mailed 82K customers in 2010.

·        Created partnerships with lifestyle brands such as Alice.com to cross-promote

·        Created and executed a new CPM e-mail campaign for franchise and corporate branches resulting in 15 K incremental Merry Maids leads in FY08. Created and executed new CPA e-mail campaign in 2011

·        Educated franchise owners about the digital space through internet marketing workshops and one-on-one consulting sessions

·        Implemented search engine optimization and reputation management campaign for Merry Maids, ServiceMaster Clean, and AmeriSpec

·        Increased performance brand lead forms by implementing a more user friendly look and feel, by including a content management solution, and by multivariate testing the lead forms for maximum performance

·        Optimized MerryMaids.com and ServiceMasterClean.com to maximize lead generation using A/B and multivariate testing

      Negotiated new vendor agreements and manages internet marketing vendor relationships


Director of Internet Marketing, Memphis Convention & Visitors Bureau Sept 2006 – Aug 2007

                                             Marketing and Public Relations Department / Technology Team Director

·        Led the Internet marketing and technology team to perform all online marketing, e-commerce, and technology functions with a result of increased page views and increased technology stability   

                                                 ·        Developed web marketing strategy, cultivated executive buy-in, planned budget and timelines,
                                                        managed relevant vendor relationships, and evaluated program success using web analytics

                                                 ·        Spearheaded all e-commerce initiatives, including MemphisTravel.com, MemphisSoul50.com,

                                                         MemphisTunica.com, AllMemphisMusic.com, MemphisSportsCouncil.com, and e-mail marketing

                                                 ·        Managed flagship e-commerce campaign, “50 Years of Soul” in which

                                                        Memphis celebrates the 50th anniversary of soul music. Contributions included launching the

                                                        MemphisSoul50.com micro-site, creating the Memphis Soul 50 blog, and developing an online soul

                                                        music themed e-commerce store


Internet Marketing Affiliate, Memphis, TN                                                                   Jan 2006 – Present  

Online Marketing and Sales

·        Developed advertiser relationships through CommissionJunction.com and LinkShare.com

·        Designed and implements campaigns to sell products for e-commerce sites, including Zappos.com

·        Designed and built sites utilizing skills in UI design, logo design, SEO, usability and A/B testing

·        Created and managed PPC campaigns for Google AdWords, Yahoo, and Bing

·        Created viral marketing campaigns using SEO techniques including blogs, articles, and surveys

·        Measured successes utilizing web analytics tools including Google Analytics 


Project Manager / Business Analyst, FedEx, Memphis, TN                                                       Jul 2001 – Aug 2004

Sales Compensation Team and Pricing Projects Management Group – Sales.FedEx.com

·        Project managed and created technical specifications for a complete website redesign for the Sales.FedEx.com compensation system resulting in a 99.9% accuracy rating and a cost savings of approximately $2 M by utilizing an existing internal team and removing an outsourced vendor

·        Led weekly cross-function management-level team meetings to improve communication and coordination between marketing, sales, and development teams

·        Received Fed Ex Bravo Zulu Awards for outstanding contributions


CONSULTING               The Works Inc., Developed digital marketing plan to increase healthy eating habits in the community    2012

                                             CASA of Memphis, Design and execution of Facebook PR campaign                                                                                2009

                                             Warehouse Memphis, Design and execution of Facebook & Twitter social media campaign                                      2009

                                             Valeo Design & Marketing, Business strategy consulting and Internet marketing and sales support        2007

Memphis In May, Design and implementation of MySpace online social networking campaign              2007

                                             Todd Eberhard, M.D, Design and implementation of expert witness website                                                                      2006

                                             Tri-Valley Special Olympics, PM and marketing plan creation, including SEO and web usability                                        2005


SPEAKING                      Digital Banking Industry Panelist, BAI Conference 2011

                                             Mobile Banking Press Conference Presenter, First Tennessee Bank 2011

                                             SEO Workshop, First Tennessee Bank              2011

                                             Internet Marketing Workshops, Merry Maids / The ServiceMaster Company                                                                         2008-1011

                                             New Franchise Owner Training, ServiceMaster Clean                                                                                                      2010

                                             Internet Yellow Pages Online Course, ServiceMaster Clean                                                                                              2010

                                             Guest Lecturer, Personal Branding, Vatel School, Los Angeles                                                  2009-2010

                                             Marketing Memphis: Top 10 Online Marketing Tips, Memphis CVB                                           May 2007

                                             Non-Profit Consulting, Pepperdine University Entrepreneurship Forum                               Mar and Jul 2006

                                             Marketing Industry Panelist, Pepperdine University Marketing New Ventures Course                    Apr 2006

                                             Career Self Marketing Workshop, Pepperdine University            Dec 2005


LEADERSHIP              Memphis Area Legal Services, Memphis, TN                                                                                                           2014

                                             Board Member / Selected for only non-attorney board position

Memphis To Moore Co-Chair, Memphis, TN                                                                                                          2013

                                             Created fundraiser with The Westin and RedRover that raised $34K in 17-days for the Moore Public Schools

Top 40 Under 40, Memphis, TN                                                                                                          2011

                                             Selected by the Memphis Business Journal as one of the top 40 young professionals in Memphis

Krikle CEO, Memphis, TN                                                                                                          2011-2012

                                             CEO/Co-Founder of Krikle business, the first business to win Seed Hatchery investment funding

Mpact Memphis, Memphis, TN                                                                                                   2001-2012

Board Member / Soul of the City Gala Co-Chair / Founder and Co-Chair, Mvite Memphis Committee

Memphis City Gardens, Memphis, TN                                                                                      2011-2012

Board Member / Co-Founder / Marketing Chair of Memphis City Gardens, downtown community garden

Leadership Academy, Memphis, TN                                                                                                          2011-2012

September 2011 Fellows’ Class

Downtown Neighborhood Association, Memphis, TN                                                                                         2012

Nominating Committee Member and Special Projects Committee Member

Mid-South Regional Greenprint & Sustainability Consortium, Memphis, TN                                    2012

Consortium Representative and Community Health / Wellness Working Group Member

Mentor and Career Coach, Los Angeles, CA and Memphis, TN                                                2005-2011

                                             Mentor to multiple LA-area MBA students

Net Impact, Memphis, TN and Malibu, CA                                                                                 2005-2008

                                             Founder and President, Memphis Professional Chapter

The California Foundation, CA                                                                                                            2006

                                             Vice-President, Board of Directors

American Diabetes Association, Memphis, TN                                                                                                 2002-2004

Board Member and Volunteer Development Coordinator


AFFILIATIONS             Memphis Women on the Move (09-11), Malibu Graduate Business Society (04), Pepperdine Graduate

Women in Business (04-05), Hands on Memphis (01-08), Pepperdine Entrepreneurship Club (04-05), Society

of Women Engineers (97-05), Rensselaer Photography Club, President (97-01)


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