snapshot of my digital marketing, social and e-commerce expertise

1. Nadja Payne: Digital Marketing Leader
Who am I? I am a creative problem solver who uses digital marketing and technology to solve business
challenges. I create an environment of collaboration on my teams so that we exceed our goals and create
beautiful work. I am a proponent of constructive disruption that still stays true to the morals of the
organization and pushes the organization forward. I arrive in the morning passionate about problem solving,
accepting all challenges and introducing (and learning) something new. Below is a snapshot of some of my
accomplishments. It shows what I do best: help the companies I work with get more business.
WHAT I BRING TO THE TABLE:
LEADERSHIP & MANAGEMENT
•Digital marketing strategy
•Programatic media strategy
•Content strategy and execution
•Familiar with Salesforce and
Exact Target development, build
and execution
•Familiar with the Agile
methodology process
•Knowledgeable on all Multi-
media marketing and technology
trends
MARKETING
•Integrated Marketing Campagin
Development
•All Brand awareness and direct
Marketing tactics
•Customer acquisition and
retention strategies
(DM/EM/loyalty programs)
•Brand Strategy and development
•Creative and media agency
management
•E-commerce strategy, build and
execution
DIGITAL & TECHNOLOGY
•Project budget creation and
management
•P/L management
•5 years of managing marketing
teams
•8 years in digital marketing and
technology
•Creation and management of an
international marketing team for
creative, messaging and
marketing materials for 5
countries
•Manage a $14mm budget for
the global SEM, EM and Content
marketing for Bardcare.com
BRANDS I’VE REPRESENTED:

2. AT&T DIGITAL LIFE E-COMMERCE
WEBSITE
GOAL: create a “best in class”
ecommerce website for AT&T
Digital Life that would increase
sales and decrease cost on other
sales channels
STRATEGY:
 Mobile first
 Customer journey
“persona” driven sales
strategy
KPI’s:
 increase total clicks vs.
conversions by 20%
 Decrease cart
abandonment by 60%
 Increase up sell/cross sell
revenue by 30%
 Create e-commerce
revenue stream of
roughly 10% of total sales
OUTCOME:
 32% increase in
conversions against total
site visits
 2.5x increase in website
clicks and a 35% lift
in sales
 300% increase month-
over-month with the
lowest customer
cancellation rate and
highest Average
Revenue Per User
amongst all sales
channels
 Increased stickiness with
the 35-45 y.o. married
female- the product
“sweet spot”
Mobile wireframes
Mobile final renderings

3. BRAND AWARENESS SOCIAL:
AT&T Digital Life’s Pet Talking
Campaign
GOAL: create a viral awareness of the
newly launched AT&T Digital Life
Home automation and Security
product
STRATEGY: Create an interactive
experience in which pet lovers can
create a 10 second video of their pets
“talking” using face recognition
software and then share via social and
email with their friends
KPI’s:
 app downloads
 Shared videos
 SOV on FB and Twitter
TACTICS:
 Youtube videos
 Web/ iOS app
 Facebook App
 Email campaign
OUTCOME:
 1 Million views on YouTube
 130K User-generated pet
videos created
 2X Traffic to media ratio of
AT&T benchmark
 22% SOV AT&T Digital Life
after first 6 month of launch
 Best performing AT&T social
media campaign EVER

4. CONT.,
DIGITAL LIFE APP BUILD AND
CONTENT STRATEGY INTEGRATION
GOAL: 1. Build a robust interactive
content strategy and then a content
Hub to house targeted content and
use social to distribute
GOAL: 2. Build on the viral excitement
around home automation and
technology and integrate lifestyle
content into the Digital Life App.
STRATEGY: Use AT&T Digital Life’s
existing website platform and create a
“ hub” on the ecommerce site that
would allow new a potential users of
the product a place to read slick
content that ingrains home
automation as a lifestyle and not an
outside product .
KPI’s:
 upsell/cross sell revenue
increase of 30%
 Customer churn decrease by
15%
OUTCOME:
 AT&T Digital Life SOV in
security category up by 25%
 Customer retention up by
33%
 Average Customer upsell/
cross sell at $25 per
customer; above the average
$45 per customer purchase.