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Ella Merrick
cell (503)747-9876
ella@gmail.com
Portland, Oregon
SALES AND MARKETING EXECUTIVE
PROFILE A results driven leader with executive level experience working with the mash-up of paid, owned and
earned media creating new opportunities in marketing. Let me translate your sales and marketing
goals into tactical action plans to drive revenue and profitability. Accomplished in content-marketing,
sales planning, sales training, and execution. Effective manager of technical deployments. Over a
decade of building and managing teams.
SKILLS
Strategic and innovative thinker
Writes like a reporter
Speaks like a toastmaster
Knows how to add, subtract, and analyze.
Ability to explain complex subject matter in understandable and compelling ways
Exceptional initiative and attention to detail
Proficient in Microsoft Office, Google Docs, Open Office
Fluent in business use of Google +, Facebook, Twitter, and LinkedIn
EMPLOYMENT
Marketing Consultant R. B. Pamplin Corporation | Portland, OR. October, 2011 - Present
R. B. Pamplin Corporation is parent company to a family of broadcast, print, and web communications
serving an audience of over one million viewers, readers, and listeners in the Portland Metro Area.
Pamplin Media Group publishes the Portland Tribune and 16 other community newspapers. Pamplin
Broadcasting Corporation owns KPAM and KKOV.
Key Achievements
* Strategic Consulting, including business plan & sales strategy development.
* Tactical execution of Portland International Auto Show sponsorship in print and online.
* Catalyst for new digital initiatives.
* Trained sales team in online marketing, content management, and social media.
Regional Manager ReachLocal Inc | Portland, OR. July, 2010 - July, 2011
ReachLocal is a national digital marketing agency based in Woodland Hills, CA with 1,500 employees
generating gross sales of $290 Million annually. Provides online marketing and reporting solutions
enabling small and medium-sized businesses (SMBs) to acquire, retain and manage customer digitally.
Key Achievements
* Developed strategies for SMBs to attract new consumers via web surfing, searching, and socializing.
* Implemented digital marketing tactics for business owners in a broad array of categories including
automotive, furniture, restaurants, entertainment, non-profit, education, veterinarian, cosmetic
surgery, dental, home improvement, and others.
* Optimized search engine marketing and display advertising campaigns by tracking conversions and
dynamically tuning campaigns toward the best ROI.
* Increased web conversion rates by retargeting online display ads to casual site visitors.
* Produced content and for facebook, twitter, and youtube while monitoring online reputation.
* Claimed and maintained online directory listings for businesses including Google Places, Yelp, and
literally 100's of others.
* Recruited and trained a team of 12 Internet Marketing Consultants.
* Produced year-over-year revenue gains every month in 2011, resulting in an 8% YTD increase.
Digital Catalyst The Oregonian + OregonLive.com June, 2009 - July, 2010
Over one million Portland area adults read The Oregonian in print or online at OregonLive.com daily.
Acknowledged as the premier news and information source in the state of Oregon.
Key Achievements
* Catalyst for online initiatives including implementation of Webvisible Search Engine Marketing
sales.
* Project Manager for deployment of Salesforce.com with BlueWolf (Systems Integrators) expanding
access to sales data for all stakeholders while increasing sales efficiency.
* Used CRM as hub for new business initiatives generating over $325K in incremental business.
Classified Advertising Director The Oregonian + OregonLive.com January, 2005 - June, 2009
Key Achievements
* Grew revenues to $72M
* Grew e-commerce revenue 30% by developing and implementing new self-serve user interfaces
across multiple e-commerce sites.
* Managed 5 Direct Reports while leading department of 112 employees total.
* Merged Classified Telesales and Circulation Call Centers into combined Customer Contact Center
handling peak volumes of over 50,000 calls monthly.
* Project Managed simultaneous IT projects from concept to implementation, working with designers,
writers, developers, and user experience (UX) talent.
* Implemented Ad Rewards program that generated over $1.5 million in incremental business annually
'07 - '09.
* Implemented Atex AdBase, AdBaseE, AdPay, Adicio reverse pub, MD Real Estate and MD Transit
working with multiple vendors for increased operating efficiency and to power OregonLive.com
Auto Advertising Sales Manager The Oregonian + OregonLive.com February, 1996 - January, 2005
* Sales leader and brand manager for the newspaper's top advertising category.
* Negotiated and executed sponsorship of the Portland International Auto Show for nine years.
* Progressively grew annual revenue to peak of $24 million.
* Routinely traveled to secure new business in Detroit, Los Angeles and elsewhere.
* Grew and developed team of seven outside-sales reps and two inside-sales reps.
* Launched newspaper's first niche publications: Auto Show Magazine, MIX, Homes & Gardens of the
Northwest and DriveTime Ilustrated.
* Assured full compliance with Oregon Administrative Rules governing Auto Advertising.
ACTIVITIES & HONORS
The Oregonian Toastmasters Club - Certified Toastmaster, Charter Member, Past President
Portland Ad Federation - Ad2 Communications Director, Ad2 Member of the Year
FIRST (FLL) Lego Robotics - Coach
Gonzaga Alumni Mentoring Program - Steering Committee Chair
American Press Institute - Advertising Management Course Graduate
Metropolitan Family Services - Vaccination Clinic Volunteer
United Way Campaign - Steering Committee Volunteer
Enjoys sports and travel
EDUCATION
Gonzaga University | Spokane, WA
Bachelor of Business Administration
Concentrations in Marketing, Advertising, and Public Relations
FOR MORE INFORMATION: www.linkedin.com/edmerrick , www.edmerrick.com
cell (503)747-9876
ella@gmail.com
Portland, Oregon
SALES AND MARKETING EXECUTIVE
PROFILE A results driven leader with executive level experience working with the mash-up of paid, owned and
earned media creating new opportunities in marketing. Let me translate your sales and marketing
goals into tactical action plans to drive revenue and profitability. Accomplished in content-marketing,
sales planning, sales training, and execution. Effective manager of technical deployments. Over a
decade of building and managing teams.
SKILLS
Strategic and innovative thinker
Writes like a reporter
Speaks like a toastmaster
Knows how to add, subtract, and analyze.
Ability to explain complex subject matter in understandable and compelling ways
Exceptional initiative and attention to detail
Proficient in Microsoft Office, Google Docs, Open Office
Fluent in business use of Google +, Facebook, Twitter, and LinkedIn
EMPLOYMENT
Marketing Consultant R. B. Pamplin Corporation | Portland, OR. October, 2011 - Present
R. B. Pamplin Corporation is parent company to a family of broadcast, print, and web communications
serving an audience of over one million viewers, readers, and listeners in the Portland Metro Area.
Pamplin Media Group publishes the Portland Tribune and 16 other community newspapers. Pamplin
Broadcasting Corporation owns KPAM and KKOV.
Key Achievements
* Strategic Consulting, including business plan & sales strategy development.
* Tactical execution of Portland International Auto Show sponsorship in print and online.
* Catalyst for new digital initiatives.
* Trained sales team in online marketing, content management, and social media.
Regional Manager ReachLocal Inc | Portland, OR. July, 2010 - July, 2011
ReachLocal is a national digital marketing agency based in Woodland Hills, CA with 1,500 employees
generating gross sales of $290 Million annually. Provides online marketing and reporting solutions
enabling small and medium-sized businesses (SMBs) to acquire, retain and manage customer digitally.
Key Achievements
* Developed strategies for SMBs to attract new consumers via web surfing, searching, and socializing.
* Implemented digital marketing tactics for business owners in a broad array of categories including
automotive, furniture, restaurants, entertainment, non-profit, education, veterinarian, cosmetic
surgery, dental, home improvement, and others.
* Optimized search engine marketing and display advertising campaigns by tracking conversions and
dynamically tuning campaigns toward the best ROI.
* Increased web conversion rates by retargeting online display ads to casual site visitors.
* Produced content and for facebook, twitter, and youtube while monitoring online reputation.
* Claimed and maintained online directory listings for businesses including Google Places, Yelp, and
literally 100's of others.
* Recruited and trained a team of 12 Internet Marketing Consultants.
* Produced year-over-year revenue gains every month in 2011, resulting in an 8% YTD increase.
Digital Catalyst The Oregonian + OregonLive.com June, 2009 - July, 2010
Over one million Portland area adults read The Oregonian in print or online at OregonLive.com daily.
Acknowledged as the premier news and information source in the state of Oregon.
Key Achievements
* Catalyst for online initiatives including implementation of Webvisible Search Engine Marketing
sales.
* Project Manager for deployment of Salesforce.com with BlueWolf (Systems Integrators) expanding
access to sales data for all stakeholders while increasing sales efficiency.
* Used CRM as hub for new business initiatives generating over $325K in incremental business.
Classified Advertising Director The Oregonian + OregonLive.com January, 2005 - June, 2009
Key Achievements
* Grew revenues to $72M
* Grew e-commerce revenue 30% by developing and implementing new self-serve user interfaces
across multiple e-commerce sites.
* Managed 5 Direct Reports while leading department of 112 employees total.
* Merged Classified Telesales and Circulation Call Centers into combined Customer Contact Center
handling peak volumes of over 50,000 calls monthly.
* Project Managed simultaneous IT projects from concept to implementation, working with designers,
writers, developers, and user experience (UX) talent.
* Implemented Ad Rewards program that generated over $1.5 million in incremental business annually
'07 - '09.
* Implemented Atex AdBase, AdBaseE, AdPay, Adicio reverse pub, MD Real Estate and MD Transit
working with multiple vendors for increased operating efficiency and to power OregonLive.com
Auto Advertising Sales Manager The Oregonian + OregonLive.com February, 1996 - January, 2005
* Sales leader and brand manager for the newspaper's top advertising category.
* Negotiated and executed sponsorship of the Portland International Auto Show for nine years.
* Progressively grew annual revenue to peak of $24 million.
* Routinely traveled to secure new business in Detroit, Los Angeles and elsewhere.
* Grew and developed team of seven outside-sales reps and two inside-sales reps.
* Launched newspaper's first niche publications: Auto Show Magazine, MIX, Homes & Gardens of the
Northwest and DriveTime Ilustrated.
* Assured full compliance with Oregon Administrative Rules governing Auto Advertising.
ACTIVITIES & HONORS
The Oregonian Toastmasters Club - Certified Toastmaster, Charter Member, Past President
Portland Ad Federation - Ad2 Communications Director, Ad2 Member of the Year
FIRST (FLL) Lego Robotics - Coach
Gonzaga Alumni Mentoring Program - Steering Committee Chair
American Press Institute - Advertising Management Course Graduate
Metropolitan Family Services - Vaccination Clinic Volunteer
United Way Campaign - Steering Committee Volunteer
Enjoys sports and travel
EDUCATION
Gonzaga University | Spokane, WA
Bachelor of Business Administration
Concentrations in Marketing, Advertising, and Public Relations
FOR MORE INFORMATION: www.linkedin.com/edmerrick , www.edmerrick.com
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