Marketing that ROCKS!

2021 Volunteer Leaders' Business Meeting

Are your digital marketing efforts failing to get the results you expected?

Constantly wondering why your email open rates are so low or why that Facebook ad isn't performing the way you'd hoped?

Do you feel that marketing concepts are challenging to understand and campaigns hard to design due to how quickly customer expectations change? If you've answered YES to any of these questions, then this is the session for you.

Join Mike Kalyan, one of SHRM's Marketing Audience Segment Managers, for a lively and INTERACTIVE discussion on how to interject some life into your marketing efforts. We'll start by covering some marketing basics to give you a foundation for how these concepts work together. Then we'll transition to best practices on how to write a more engaging email subject line or what to focus on when creating ads for different social media channels.

Finally, we'll put some of these learnings into practice by participating in group breakout activities and sharing your work with other attendees. This session isn't for those who want a 50-minute slide presentation, so be prepared to JOIN in the discussion, ENGAGE with other attendees, and SHARE your thoughts.

Date(s) & Time(s): 
Thursday, November 11, 2021 - 3:00pm to 3:50pm
Presenter: 

Lina Perez

Lina
Perez
Lina Perez is an accomplished and creative membership and marketing executive professional with more than 15 years of multifaceted experience and proven ability to re-energize and restructure an organization's marketing strategies, develop strategic initiatives, and capture emerging business opportunities; taking on challenging positions with the opportunity to make a lasting impact on company and customer success. Lina joined SHRM In 2014. As an Enterprise and Executive Relationship Director, Lina is part of the Marketing and Membership team. She serves as a regional senior account representative and a trusted advisor in building relationships inside SHRM and with the Executive and Enterprise Members to drive SHRM goals and objectives. She focuses on delivering value-added servicing to members to increase engagement and satisfaction, increasing membership retention and acquisition, increasing sales of products and services, and promoting SHRM's strategic initiatives with these key member segments. Lina holds a B.A. in Business Administration and a minor in International Finance from Universidad de la Sabana (Colombia) and an M.A. in International Commerce and Policy with a concentration in International Marketing from George Mason University. She also holds the People Manager Qualified (PMQ) credential.

Mike Kalyan, M.P.S.

Mike
Kalyan

Mike is one of the Marketing Audience Segment Managers at SHRM, who supports the HR Accountables segment (those who are not HR professionals, but have HR responsibilities). He and his team are responsible for growing this audience segment through a variety of marketing channels (direct mail, email, digital display, paid display/social/search, etc.). Mike started in SHRM's marketing department in April 2021.

He has worked in the publishing industry in the DC Metro area for more than 20 years and has a background in marketing (membership, product, content, and event), production (both digital and print), and project management. He is also an adjunct professor in the Master's of Publishing program at George Washington University, where he teaches Production and Project Management to more than 40 graduate students in person and online.

In addition, he is one of the founders and the Chief Marketing Officer of The Escape Room Guys, an escape room industry news and review blog and consulting company. Along with his business partner, he reviews escape rooms across the world, and designs escape room experiences for businesses as entertainment and corporate training activities in communication and teamwork. Mike is also one of the co-authors of "Sherlocked!: The Official Escape Room Puzzle Book," published by Studio Press in London, England.

What he likes best about marketing is finding the right story to tell to the right person at the right time and diving into data and analytics to see what he can learn about the campaigns he runs.

Mike lives in Springfield, Virginia with his wife and two cats.

Session Type: 
Concurrent Session
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