About Nick

Education

Masters of Business Administration (MBA)
— Northeastern University, Boston, MA
— Class of 2006
— Honors: Class President

Bachelor of Arts (BA)
— Boston College, Boston, MA
— Majors: Computer Science, Communications
— Class of 2003
— Honors: Dean’s List all 4 years

I have spent the last 15 years living and breathing the world of marketing, social media, brand-building, digital advertising, and campaign measurement. From Fortune 500 companies to ambitious individuals of the arts, I have led teams, in senior manager and director-level marketing roles, across multiple continents in crafting the strategy, messaging, and creative for successful, results-driven, integrated marketing and communications campaigns.

What motivates me the most? Helping organizations and clients acquire new business, create engagement with their target audience, and tell a powerful brand story that resonates with current and prospective customers.

My expertise includes creating strategies for timely and cost-effective digital marketing and communications initiatives; executing large and small-scale projects from development to implementation; collaborating with clients on both the business and technical sides of an organization; and leveraging campaign and web analytics to illuminate user insight and behavioral trends.

Additionally, from my time on the information technology side of the marketing spectrum, I am armed with a wide range of technical skills around digital analytics and measurement, SEO, web user experience and graphic design, and ad-optimization on digital advertising platforms like Google, Facebook, Twitter, LinkedIn, Instagram, and more. I also have experience authoring engaging long-form blogs and microblogs on behalf of C-Suite executives on LinkedIn and Twitter.

My innovative thinking, analytical skills, positive attitude, and disciplined work ethic have bolstered the financial institutions, musicians, media personnel and non-profit organizations I’ve worked with, providing the visionary guidance and tools that enabled them to exceed their goals.

I understand the strict, compliance-driven marketing methods required to drive results for a financial company. At the same time, I recognize the need for intense creativity and guerrilla marketing techniques to make an impression in the music & entertainment businesses. Succeeding in these disparate industries has given me an edge: the versatility and nimbleness to gauge the most effective strategies for crafting, executing,and leading highly-visible projects and campaigns to reach their full potential.

My specialties include:

  • Strategy and execution in digital marketing, social media, mobile, web, analytics, and SEO.
  • Paid media and advertising campaigns in display, native, search, mobile geo-targeting, and promoted social.
  • Technical expertise in web, graphic, video, audio, and multimedia design and creation.
  • Dynamism, stellar project management, team building, strong communications and motivational skills, and a positive outlook on life.
  • Versatile set of skills and experiences from working in financial services and music/entertainment industries.

Skills

Marketing

Digital Marketing
Social Media Marketing
Geo-Mobile Marketing
Blog & Microblog Writing
Project Management
Webinars/Webcasts
Search Advertising
Display & Native Advertising
Social Advertising

Web & Media

Web Design & Development
HTML/CSS
SEO / SEM
Wireframe Design
Agile Software Development
Google AdWords
Google DoubleClick
Facebook Ad Manager
Video Production

Campaign Management

Analytics: Adobe Analytics
Analytics: Google Analytics
Analytics: Tableau
Campaign: Silverpop
Campaign: Adobe Campaign
Campaign: Hubspot
Email: Constant Contact
Email: Mail Chimp
LinkedIn Sales Navigator

Content Management

Web: WordPress
Web: Autonomy Teamsite
Web: Microsoft Sharepoint
Web: Ektron
Social: Spredfast
Social: Actiance Socialite
Social: Salesforce Marketing
Social: Hootsuite
LinkedIn Elevate

Design

Graphic Design
UX & UI Design
Information Architecture
Responsive Design
Adobe Creative Suite
Adobe Photoshop
Adobe InDesign
Adobe Illustrator
Adobe Premiere

Office & Productivity

Microsoft Office
Microsoft Word
Microsoft Excel
Microsoft PowerPoint
Microsoft Project
Skype / GoToMeeting
Google Docs
Cloud & FTP
CA Agile (Rally)

Professional Experience

from Fidelity Investments

Senior Manager of Digital Marketing and Acquisitions
2014-Present

The Senior Manager is primarily responsible for managing the digital acquisition strategy to drive an improved prospect experience that creates stronger brand awareness and lead generation for Fidelity.

  • Top Areas of Focus

    1. Social Media Strategy & Acquisition – Craft and manage the social media marketing strategy and day to day operations.
    2. Campaign Analytics & Business Intelligence – Lead effort to launch Adobe Analytics across all websites and integrate with paid media.
    3. Web Prospect Experience – Ensure our online experience for prospects remains best-in-class.
    4. Media & Advertising – Manage our paid media and advertising plan.
    5. Compliance & Risk Mitigation – Key contact from my business unit’s marketing team for various policy and moderation processes with our legal, risk, and compliance business functions.

  • Social Media & Acqusition

    • Craft and lead the social media strategy to promote Fidelity as thought leaders.
    • Manage all day-to-day posting activities and maintain the editorial calendar.
    • Run the LinkedIn Publisher Program for two of our company’s top executives.
    • Manage our prospecting-focused, LinkedIn “Sales Rep” program, utilizing LinkedIn Elevate, for top sales reps to compliantly engage with potential clients.
    • Create thought leadership content, such as white papers, blogs, and videos, for social sharing.
    • Liaison with IT & Compliance teams to launch key platforms to support our social media initiatives, such as Spredfast Social CMS, Actiance Socialite, LinkedIn Elevate, and more.

  • Campaign Analytics & Business Intelligence

    • Lead initiative to deliver web and campaign engagement analytics, across all public, prospect, and client websites, via the Adobe Analytics platform.
    • Utilize custom tracking on digital campaigns via email, social, SEM, and paid media.
    • Integrate with key platforms like Google AdWords, Google DoubleClick, and Tableau.

  • Web Prospect Experience

    • Work with key partners to define future state web experience and roadmap to deliver an engaging online prospect experience that drives measurable results.
    • Implement a robust SEO strategy to increase rankings on major search engines.
    • Help determine and evaluate new approaches to digital marketing (organic & paid opportunities.)
    • Lead initiative to deliver web and campaign engagement analytics via Adobe Analytics and Google Analytics and integrate with our paid media campaigns.

  • Paid Media & Advertising

    • Manage relationship with internal and external agency partners on media spend and buy for paid display, search, native, mobile geo-targeting, and social media advertising.
    • Implement a variety of online paid sponsorship content and social promotion opportunities with media partners for awareness and lead gen.
    • Work with agency to develop advertising concepts and execute on ads.

  • Compliance & Risk Mitigtation

    • Manage all compliance policies, escalation protocols, comment moderation procedures, and external responses for all social networks.
    • Work with legal team to modernize policies & ensure minimal risk for potential audits.

Professional Experience

from John Hancock / Manulife

Director of Digital Marketing
2003-2014

The key focus of my role as Director of Web Marketing was to provide leadership and oversight for the development and implementation of all web, social, mobile, and digital initiatives for John Hancock’s Insurance business unit.

  • Primary Responsibilities

    • Crafted strategy for all web, social, and digital initiatives for John Hancock’s insurance team.
    • Executed key projects for marketing that significantly impacted the business unit’s goals.
    • Collaborated with IT as business owner of all key marketing projects using AGILE approach.
    • Ensured all legal, compliance and regulatory rules are accounted for in production releases.
    • Maintained a comprehensive analytics dashboard to encompass data from all digital channels to reveal user insights and behavior trends.

  • Secondary Responsibilities

    • Optimized conversions and increased ROI through traffic-driving strategies such as SEO, paid search, content personalization, and A/B and multivariate testing.
    • Developed strategic and actionable recommendations based on analytic reports to increase traffic, conversions, ROI, and brand awareness.
    • Partnered with stakeholders from all business teams to ensure brand consistency in digital space.
    • Presented project status, results, and recommendations to large audiences & executive stakeholders.
    • Evaluated emerging web technologies and ensure solutions respond to business needs, competitor issues, market demands, and sales objectives.

  • Major Wins

    • Launched insurance industry’s first paperless, end-to-end online insurance selling system. Major wins included: increased sales 35%, decreased rate of incomplete apps from 97% to 2%, and reduced marketing and operations expenses by $50K/month
    • Launched company’s first sales web portal for Life & Long-Term Care Insurance agents. Major wins included: increased registered agents from 2K to 20K in first year; to 60K by year two and saved $200K/year in sales expenses due to ability for agents to buy collateral online.

Hobbies & Interests

I am open, honest, easy going when it’s time to relax, and highly motivated when it’s time to get a job done. Family and friends are very important in my life and have helped shape me into the person I am today. I strongly believe in the Kaizen work ethic of continuous improvement and strive to keep learning through new experiences.

Outside of my primary work in marketing, I enjoy helping the motivated people in my life with their passions in music, writing, and non-profit using the skills I learned throughout my career.

I provide pro-bono consulting to a plethora of nonprofits and foundations that lack the necessary funds to employ the skills I offer in marketing and creative asset generation. I have been fortunate to have many people in my life provide assistance to me and want to return the favor to others as much as time permits.

Some of my hobbies and interests include:

  • Food tours, wineries, and hiking around New England
  • Volunteering and charity
  • Mixed Martial Arts (I am an orange belt in Muay Thai Kickboxing)
  • Obstacle courses (Tough Mudders, Spartan Races, etc.)
  • Live sports and music
  • Restaurants with unlimited sushi special
© Copyright 2017 - Nicholas Santaniello