# Kelsey Morrison

> Demand Generation Manager | Campaign Management | Driving Growth & Conversions | Data-Driven Marketing

Location: Felton, California, United States
Profile: https://flows.cv/kelseymorrison

Hi, I'm Kelsey! 

With over 7 years of expertise in B2B marketing, I have successfully navigated diverse industries including health tech, real estate tech, the commercial airline sector, and e-commerce. My passion lies in crafting and executing innovative strategies that generate leads, boost brand awareness, and drive revenue growth for organizations.

I thrive on curiosity and continuous learning, bringing a collaborative leadership style and a strong emphasis on data-driven decision-making to every project. 

My top CliftonStrengths are Restorative, Ideation, Learner, Futuristic, and Includer.

## Work Experience
### Demand Generation Manager @ Everlaw
Jan 2025 – Present

### Marketing Director @ Oystehr
Jan 2023 – Jan 2025
As the lead for marketing and content strategy, I spearhead new product launches and lead generation campaigns. I am responsible for positioning, messaging, and managing the go-to-market process for our developer-focused health tech platforms.

- Develop lead generation campaigns resulting in steady increase in free-account creation QoQ for  paid search and social channels. 
- Led the rebranding from ZapEHR to Oystehr while maintaining SEO and ensuring thorough communication with publishers and 3rd party vendors.  
- Collaborate product managers, developers, and leaders to report marketing performance and set the direction of future marketing campaigns.
- Spearheaded the development of Ideal Customer Profiles (ICP) and firmographics for our target market, driving a more focused and effective approach to customer engagement.
- Lead high-impact content development blitzes and play a pivotal role in crafting compelling blog content, contributing to thought leadership and enhancing the brand's visibility.
- Own the SEO strategy for the website, implementing best practices to enhance online visibility and drive organic traffic, thereby increasing the platform's digital footprint.
- Lead the marketing and sales strategy for both inbound and outbound outreach to prospects, ensuring a cohesive and integrated approach for optimal customer acquisition.
- Created comprehensive branding guidelines and brand voice for ZapEHR, aligning the product's identity with the nuances of our target market.
- Directed the branding and layout of ottehr.com, a revolutionary product providing production-ready open-source EHR for health tech startups, ensuring a visually appealing and user-friendly online presence.

### Demand Generation Manager @ Occupier
Jan 2022 – Jan 2023
- Collaborated with sales/marketing to develop and execute a new account-based marketing campaign strategy
- Implemented integrations to increasd sales efficiency; improve automated lead nurturing programs and sales assignments
- Collaborated with the sales and revenue operations to increase pipeline velocity by automating intent signals, updating lifecycle stages, and improve qualified lead handoff for sales follow-up
- Improved our product-led and persona-led content strategy, overseeing creation of whitepapers, case studies, blog posts, and videos that generate leads, increase traffic, and position the brand as a thought leader
- Used SEO tools and best practices to optimize content, increase quality scores, and improve online conversion rates
- Analyzed and presented findings for high-cost campaigns for paid channels; suggested tactical improvements to leaders
- Proficiently managed and integrated various marketing technologies, including marketing automation (e.g. HubSpot, Slack, ZoomInfo, GA4), and analytics tools to streamline processes and data flow
- Drove an increase of click-through rates and engagement by leveraging A/B testing and multivariate testing methodologies to refine campaign assets
- Drove an increase in deals by collaborating with our Customer Support and Sales team for a customer upsell campaign
- Pivoted positioning strategy to align with a shift in our target market. Collaborated closely with marketing, sales, partners, and leadership to align messaging, ensuring a consistent customer journey from awareness to conversion
- Conducted regular meetings with sales teams to gather feedback and insights, fostering a culture of continuous improvement in demand generation efforts

### Digital Marketing Lead, Cargo @ Southwest Airlines
Jan 2021 – Jan 2022 | Dallas, Texas, United States
- Execute the cargo digital strategy for all channels. Collaborate with internal production teams and agencies to develop and implement media for lead generation and brand awareness campaigns. Own the reporting and optimization of all paid media. 

- Develop and implement our go-to-market strategy for new campaigns; leading the project requirements, communication plan, and marketing strategy.
- Oversee ad development and placement for campaigns including concept, proofing, and briefing in order to ensure appropriate execution and distribution of advertisements.
- Increase engagement in digital channels through segmentation, A/B testing strategies, and customer journey optimization. 
- Present our marketing strategy, media briefs, and reporting to internal and external teams. 
- Work with social media advisors and the production team to develop the long-term organic social media strategy.

### Cargo Marketing & Sales Specialist @ Southwest Airlines
Jan 2018 – Jan 2021 | Dallas, TX
- Own the positioning and messaging strategy for all operational and promotional content.
- Oversee the research, strategy, and implementation of marketing communications for new product and service launches, collaborating with leaders and major stakeholders to develop appropriate messaging and timing for our target market.  
- Plan and develop advertising content, sales collateral, email campaigns, and web content.  Apply best practices and uphold brand standards for all Southwest Cargo content and messaging. 
- Work with our creative team to develop creative assets. Propose communication plans through creative briefs.
- Manage our website content on swacargo.com via the Web Content Management Tool. Enhance the user experience through content updates.  
- Coordinate with Agency to plan and launch lead generation campaigns through Facebook and LinkedIn. Measure and improve on results of each campaign. 
- Plan, budget, and execute appreciation events for top customer accounts.
- Create content and social media activations for seasonal marketing exposure and brand awareness through digital channels. Measure and report on each activation.

### Social Care Senior Representative @ Southwest Airlines
Jan 2016 – Jan 2018 | Dallas/Fort Worth Area

### Rapid Rewards Loyalty Partnerships Intern @ Southwest Airlines
Jan 2016 – Jan 2016
- Develop and execute a communication plan for the Rapid Rewards Employee Credit Card Campaign
- Organize website data to tell the story of YoY marketing campaign performance
- Ideate optimizations for current mobile marketing plan; compile competitive analysis of current market trends
- Edit and review weekly email marketing send-outs
- Compile 2015 Credit Card Marketing Channels look book. 
- Research and analyze current trends in the credit card sphere while giving a recommendation on potential innovation opportunities for all channels.

### Automation & Digital Marketing Lead @ Dana Williams Consulting
Jan 2020 – Jan 2022
- Consult on paid social and customer funnel strategy for both lead generation and ecommerce conversion goals. 
- Own CRM and digital solutions for the customer journey. 
- Set up and manage customer segments, lists, preference forms, and email automation logic. 
- Own analytics and reporting for all customer touchpoints.

### Assistant Coach @ Slam Volleyball Club
Jan 2012 – Jan 2015
- Assist with technique training
- Analyze strengths/weaknesses and strategize game-plan
- Lead practices - encourage, manage and discipline the team

### Product Marketing Intern @ Southwest Airlines
Jan 2014 – Jan 2014 | Dallas, Texas

### Online-Marketing and Web Design Intern @ Visual App
Jan 2013 – Jan 2013 | Richardson, TX
Online Marketing and Web Design, Web Site Traffic Growth, Search Engine Optimization, Content Marketing, Social Media Marketing, Account Management, Content Writing

### Investment Fund Accounting Intern @ JPMorgan Chase
Jan 2011 – Jan 2011


## Education
### Bachelor of Science in Marketing in Global Business, Marketing
The University of Texas at Dallas

### Newman Smith High School


## Contact & Social
- LinkedIn: https://linkedin.com/in/morkelsey

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Source: https://flows.cv/kelseymorrison
JSON Resume: https://flows.cv/kelseymorrison/resume.json
Last updated: 2026-04-05