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Bella Lane

Product Marketing Manager / Brand Manager / Creative Director

FROM: London, England
LIVES IN: Atlanta, Georgia

About Bella

EXPERIENCE

Bella Lane brings a customer-first approach, seamlessly aligning product development, marketing, and sales. She develops and executes strategic go-to-market plans, positioning products effectively and equipping sales teams with the necessary tools and assets to deliver results. Bella’s strength lies in her ability to translate complex product features into clear, compelling customer benefits – a skill that has led to successful campaigns significantly improving the customer experience.

With over 20 years of marketing and product life cycle experience, Bella is a seasoned digital marketing and campaign activation expert. She is dedicated to fostering creativity, innovation, efficiency, and productivity within her teams, driven by a deep commitment to delivering exceptional outcomes for clients and their customers.

SKILLS:
Communication • Storytelling • Asset Development • Project Management • Collaboration • Negotiation • Understanding customers’ needs and behaviors
 
TOOL BOX:
Adobe Creative Suite • Adobe Experience Cloud • Canva • Figma • HTML/CSS • Hubspot • Klaviyo • Pardot • Salesforce • WordPress
 
PROJECT MANAGEMENT TOOLS:
Airtable • Asana • Adobe Workfront • Basecamp • Lytho • Monday • Slack
 
CLIENTS (Retail):
Federated Department Stores • Focus Brands • Foria • Georgia Pacific • GoTo Foods •Home Depot • iFly • JumpSport • Safeways • Sherwin Williams • Southcoast Paper
 
CLIENTS (Others):

American Cancer Society • Emory University • Gentiva Health Care • Higher Logic •Legrand • Luna Innovations • Mailchimp • New York Film Academy • NCCRT •ProSolutions Training • RENT • Springbot • Superior Essex Communications • UPS •UTA (United Talent Agency) • Vanilla Forums • Volo.

 

Work Experience

PREVIOUS ROLES

PRODUCT MARKETING / BRAND MANAGER (FREELANCER)

SOCIAL AMERICA

SEPT 2023 - OCT 2024

Responsible for brand creation, strategy and marketing for agency clients focused on helping businesses increase event attendees, product sales, awareness and customer loyalty by understanding buying behaviors, multi-channel marketing and geo-targeted campaigns.

Key Responsibilities:

  • Client Brand Strategy Development: Design and implement comprehensive brand strategies for diverse clients, including market research, competitive analysis, and target audience identification.
  • Client Marketing Campaign Management: Create and execute integrated marketing campaigns that drive brand awareness and engagement across various channels, including websites, social media, email, and digital advertising.
  • Client Relations: Build and maintain strong relationships with clients, ensuring clear communication, understanding their needs, and delivering exceptional service.
  • Campaign Content Creation: Lead the development of compelling content for various platforms, including website copy, social media posts, and marketing materials, to enhance brand messaging.
  • Campaign Performance Analysis: Monitor and analyze campaign performance through   KPl’s and metrics, providing clients with actionable insights and recommendations for improvement.
  • Team Leadership: Recruit, train, and manage a team of marketing professionals, fostering a collaborative and innovative work environment.
  • Project Management: oversee budgeting and financial planning for clients’ projects,   ensuring profitability while delivering high-quality services to clients.

BRAND MANAGER (FREELANCER)

LUNA INNOVATIONS

OCT 2021 - AUG 2023

Manage, enrich and quality assure assets across brands, develop and host user training sessions, share industry best practices, and add value at every level of client engagement. Assist with Digital Rights Management (DRM), manage user queries, create reports, and develop engaging relationships with key account individuals to promote system adoption across markets.
 
Key Responsibilities:
  • Execution of strategies and best practices ‘ICP· recommends to clients
  • Lead & conduct metadata review, cleansing, enrichment, and validation
  • Identify and resolve errors in metadata
  • Lead team meetings, identifying and addressing possible queries raised or escalating when appropriate
  • Lead and ensure execution of established account process across team
  • Foster a culture of expertise and operational excellence
  • Main point of contact for support and engagement clients and stakeholders
  • Work closely with stakeholders to maximize new platform adoption
  • Host single or group training sessions with stakeholders and users, as requested by client
  • Work with clients to gather questions/insights and define resulting actions
  • Generate and provide reports to program team and stakeholders
  • Gap analysis support for clients

PRODUCT MARKETING MANAGER (FREELANCER)

SPRINGBOT

MAR 2018 - SEPT 2021

Responsible for strategic marketing and developing positioning, messaging, and competitive differentiation. Working with sales and marketing teams, creating a streamlined, cohesive workflow using Salesforce and Pardot, increasing efficiency between departments, generating more leads and closing opportunities.

Key Responsibilities:

  • Content Creation – Led a multidisciplinary team of designers, copywriters, and strategists to develop innovative marketing campaigns that increased brand awareness by 67%.
  • Web Design/Development – Collaborated with client to identify their vision and goals, translating them into compelling visual narratives and brand stories for web, digital and print, etc.
  • Campaign Strategy – Developed and executed creative strategies across various platforms, including web, email, digital, print, and social media.
  • Project Management – Oversaw the creative process from concept to execution, ensuring all projects align with brand guidelines and quality standards, each campaign is scheduled, tracked and reported to provide data-driven results.

Education

ACADEMIC CAREER

AGILE SOFTWARE DEVELOPMENT CERTIFICATION

UNIVERSITY OF MINNESOTA

MAY 2018

Designed for individuals who are new to agile software development methods or have been developing software using agile and lean methods but wants to gain deeper understanding of these methods and/or getting academic context on these methods.

LEAN SOFTWARE DEVELOPMENT CERTIFICATION

UNIVERSITY OF MINNESOTA

MARCH 2018

Learn how to apply lean techniques and methods to software development, apply methods to learn about users and market needs much faster and cheaper.

SOFTWARE DEVELOPMENT PROCESSES & METHODOLOGY CERTIFICATION

UNIVERSITY OF MINNESOTA

JANUARY 2018

Designed for individuals who are new to the software engineering world or have been developing software but wants to gain academic context on why we develop the way we develop software.

BACHELORS OF ART DEGREE

KINGSTON UNIVERSITY - ART HISTORY

JUNE 1994

The study of visual art in relation to the historical and cultural contexts in which it was created. Was also taught interdisciplinary methods of analysis and developed research, writing, formal analysis, and critical thinking skills.

BTEC NATIONAL DIPLOMA

SELTEC COLLEGE - ART & DESIGN

JUNE 1990

Introduction to the main areas of 2D and 3D Art and Design, providing practical experience as well as focusing on specific subject areas in greater depth. The different disciplines included Graphic Design, Photography, Fine Art, Interactive Media, Fashion, Textiles and 3D Design.

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