Nancy C Weaver

Work History

LexisNexis, Miamisburg, Ohio

At LexisNexis, my focus was on paid media, using Google, LinkedIn and Facebook as the primary channels. While I reported to the “Small Law” segment, I was responsible for all of the LexisNexis branded campaigns for North America. Additionally, I was responsible for the digital efforts for most of the legal products.

• Manage paid media for the legal products and services offered by LexisNexis, with particular focus on smaller law firms. 
• Develop cross-channel campaigns with PPC, SEO, email and social media.
• Audit SEO efforts and recommend changes to improve performance.
• Write engaging copy suitable for multiple channels while maintaining brand voice.
• Develop in-depth knowledge on lead generation and processing systems in place. 
• Analyze and report on campaign performance, using data to tell the story of the customer journey. 

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Decisis

The Decisis product was created by LexisNexis, but completely disassociated from the brand. Essentially, this was treated as a start-up under the umbrella of the LexisNexis parent company, RELX, under the business name of Legal InQuiry Solutions, Inc. As the primary marketer in the team, all marketing efforts fell to me, jokingly referred to as the VP of Marketing. This included:

Decisis is a new product for RELX. While based on the flagship product for LexisNexis, the audience for this product is bar associations as opposed to law firms. It was created to be a disruption in this space. At the time of launch, there were only two other products in this market. The majority of the marketing efforts were designed to make the product look established and well-funded. SEO played an important role.

This was a unique experience, building a brand from the ground up. I also got to flex my strategy muscles because the strategy was not specifically to increase revenue. The majority of the efforts were to build brand awareness so that when the salesperson reached out to bar association contacts, there would be an online presence.

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AAA Ohio

My work at AAA Ohio has been extensive. The TL;DR is that I created and managed all of the digital channels for AAA Ohio, including the website, email, ecommerce, paid media, organic & paid social media, content creation, and user experience.

The long version is this:

Senior Manager, Digital Experience

In my most recent role, I headed the Digital Experience department, separate from Marketing. This team oversaw member digital touchpoints, including the website, the mobile app, and other external digital platforms. I established and managed a $1M annual expense budget and developed digital channel strategies to become the most profitable sales channel in the company. The digital channels exceeded $9M in annual sales.

• Developed 1-, 3-, and 5-year strategic and tactical plans for all digital channels.
• Combined successful paid media campaigns with email to drive ROI.
• Established new nurturing campaigns to encourage membership renewal, resulting in unexpected ancillary revenue. That is, the nurture emails led people to purchase things from us that weren’t in the email. These emails averaged a 50% open rate with a click-through rate of 9%.
• Managed all agency and partner relationships.
• Created and implemented project plans for emerging technologies and programs such as beacons and geo-fencing.
• Evolved the website to a mobile-first design, the first AAA club to do so.
• Trained and educated internal customers on digital channel use, enabling them to make the most of their professional online branding, leading to additional sales for them and revenue for the organization.
• Exceeded all legal requirements for CAN-SPAM and company privacy policies.
• Redesigned and developed emails in line with company brand standards and insisted on a mobile-first design strategy, the first AAA club to do so.
• Tested channels like SnapChat and Waze for the first time in the Association.
• Executed Google My Business pages on a local level & managed the content for over 35 locations in Ohio. This included creating virtual tours of each location.
• Maintained the Facebook pages for all locations, in addition to the brand page for AAA Ohio.
• Launched the first blog for AAA Ohio.
• Conducted two site redesigns and launches.
• Assisted in the implementation of SMS messaging for roadside assistance.

Manager, eBusiness

In this role, I managed digital marketing and fulfillment channels, including email marketing, website design and development, search engine optimization and marketing, and social media. It’s very similar to the role above, but I did not have the budgetary and strategic responsibilities. This role reported to Marketing.

• Integrated on- and off-line tactics to create more omni-channel campaigns, including direct mail, print, and in-store signage.
• Trained customer service teams on how to work with a client via email.
• Launched AAA Ohio’s first Ecommerce website.
• Implemented online chat as a customer service channel.
• Worked with technical support and emergency roadside service personnel to empower them to assist AAA members through digital channels.
• Managed partner integration for web and email.
• Conducted analysis of digital tactic performance in terms of ROI.
• Led team of designers through implementation of brand standards in email and web.
• Migrated ESPs to Exact Target | Salesforce Marketing Cloud.
• Conducted three site redesigns and launches.

Manager, Internet Services and Webmaster

In this role, I worked more on the technical side of digital marketing, under the IT department.

• Created and launched the first email marketing program.
• Conducted three site redesigns and launches.
• Developed and managed all digital channels, including email, website design and development, site performance, and search engine optimization.