Dana Salman – Director of Marketing

A Recognized Expert in Marketing, Communications, Web & Community Management

Over 10 years of experience in managing cross-functional teams, and developing and implementing creative B2B and B2C marketing strategies and programs to grow brand awareness, optimize lead generation and reduce customer churn. Throughout my career, I have built a strong reputation as a strategic leader in multi-platform marketing. Currently, I am the Marketing Manager at babyTEL, a Canadian VoIP service provider. Previously, I was the Communications and Corporate Social Responsibility Specialist for Starbucks Middle East (managing 9 countries in the region). I was proud to be invited to speak at WordCamp Montreal (a WordPress event) and my talk was titled How to Create a Website That Doesn’t Suck.

 

CORE COMPETENCIES

B2C and B2B International Marketing Strategy Brand Development Web Strategy & Optimization Community and Relationship Management
Public Relations Customer interface development Team Recruitment, Training and Leadership Event management
Google Analytics/ Google Adwords/ SEO/ SEM/ PPC/ Display Advertising Product & Service Roadmap Launches Content Management Corporate Social Responsibility
Lead generation /user acquisition and growth Social Media Testimonial Videos Project Management

EXPERIENCES AND ACHIEVEMENTS

BABYTEL, Canada                  2011 – Current

A Voice over IP and Fax over IP service provider.

Marketing Manager

Created marketing and communication strategies for product launches, and managed cross functional team of writers, designers and developers to grow the babyTEL brand, generate leads, increase customer and partner engagement and support engineering and sales teams with printed and digital marketing collateral, events and online campaigns.

  • Managed team to produce high quality promotional marketing communications for product launches and service upgrades, including SEO website copy to meet KPI’s as measured by Google Analytics, brochures, user guides, digital and print ads, testimonial videos, case studies, whitepapers, customer email marketing and press releases.
  • Optimized responsive web design, user signup flow and interface design by creating wireframes and coordinating with the design and development team to implement optimized signups and webpages.
  • Developed and launched online campaigns (ads, landing pages, conversion rate optimization) generating over 300 new accounts representing $97,000 added annual revenue.
  • Developed babyTEL blog and email newsletter strategy, managed and curated weekly email newsletter with tech and business articles for 5,000 customers and partners with 34% open rate.
  • Developed babyTEL University from specs to launch, an educational portal for over 450 babyTEL partners to learn about babyTEL services.

STARBUCKS MIDDLE EAST, M.H. Alshaya,Kuwait                                            2008 – 2011

An American coffee company and coffeehouse chain based in Seattle, Washington.

Corporate Social Responsibility & Communications Specialist

Managed Starbucks Corporate Social Responsibility in the Middle East region focusing on youth empowerment and environmental conservation. Envisioned, planned, and developed the annual budget and event calendar for CSR & Communications for Starbucks. Worked closely with head of communications and agencies to manage Starbucks media communication and events and provide extensive media coverage for the brand. Composed and accurately translated press releases, articles and media statements.

  • Developed and delivered presentations, training, proposals, and community outreach materials to a wide range of audiences, including senior management, across the Middle East.
  • Proposed and executed an annual reforestation project as part of a CSR environmental platform with partners, media, and customers resulting in 140,000 square meters of replanted forest.
  • Led an operations team to develop and implement 200 award-winning community projects across the Middle East in line with Starbucks international CSR focus.
  • Developed content and interfaced with ad agency to produce 13 issues of The Coffee Press Starbucks Quarterly Newsletter.
  • Conceived and proposed the social media strategy for Starbucks Middle East.

 

INTERNATIONAL TURNKEY SYSTEMS, Kuwait                                            2006 – 2008

An information technology solutions and services provider.

Marketing Communications Specialist

Composed copy and bilingual articles, press releases, IT product brochures and leaflets, as well as IT company profiles for international events and publications. Coordinated with an advertising agency to create engaging designs and layouts for ITS’ marketing materials. Created and developed written website content for IT products, news, and events. Coordinated all aspects of web development within the company including SEO.

  • Proposed and executed the creation of the first ITS electronic newsletter for internal and external distribution to clients and employees.
  • Proposed and implemented a CSR initiative to recycle paper products throughout the company.

 

EDUCATION

 

  • Bachelor of Business, Management & Marketing, American University of Beirut, Lebanon, 2005
  • Google Analytics, Google, 2016
  • Introduction to SEO, ClickMinded, 2014/2015/2016 (new updates)
  • Introduction to HTML & CSS, Team Tree House, 2013
  • Certified Community Specialist, Word of Mouth Marketing Association, 2012
  • Certified Community Manager, Word of Mouth Marketing Association, 2012


SOFTWARE

 

  • Adobe (Photoshop, Illustrator, InDesign)
  • Google Analytics
  • Google AdWords
  • WordPress & Blogger
  • Wistia
  • LinkedIn Ads
  • Salesforce
  • Buzzsumo
  • iSpionage
  • MailChimp
  • Constant Contact
  • HootSuite
  • Crazy Egg
  • unBounce

 LANGUAGES

English – Fluent                                     Arabic – Fluent                                          French – Basic