Cayla Graffis
Gastonia,NC
Summary
Innovative professional skilled in creating and implementing marketing strategies, executing budgeting plans and utilizing market research to identify customer needs. Demonstrated ability in increasing brand visibility and market share. Possesses excellent communication and customer service skills.
Overview
13
13
years of professional experience
Work History
Director of Marketing
Ginkgo Residential LLC
03.2025 - Current
- Manage annual marketing budget in excess of $2.5M.
- Lead team of marketing professionals, offering mentoring and coaching to build knowledge and skills.
- Develop and present marketing plans and reports to leadership team and investor groups.
- Improve website visibility through development and implementation of SEO strategies.
- Create and manage social media campaigns to increase brand engagement.
- Organize and execute robust, creative experiential marketing events.
- Devise marketing plans using digital strategies, print materials, and word of mouth tactics.
- Boost brand awareness and generated leads while managing internal and external marketing campaigns and programs.
- Analyze and report on KPIs to validate and demonstrate success of marketing campaigns.
- Oversee preparation of marketing copy, images, videos, emails, and other collateral.
- Continually maintain and improve company's reputation and positive image in markets served.
Marketing Manager
Ginkgo Residential LLC
10.2018 - 03.2025
- Manage the Resident Experience Advocate to ensure our online reputation is properly managed and that current and future residents receive extraordinary customer service
- Manage the Marketing Associate to ensure daily marketing tasks and projects are completed in a timely manner
- Manage the Revenue and Markets Analyst to analyze market trends and competitor activities, identify opportunities, and develop strategic pricing plans
- Oversee and manage all community websites, photography, media buys, lead generation/tracking, and reporting
- Create graphics and actively manage 130+ social media pages
- Spearhead new community acquisitions by creating all necessary marketing materials, branding, and signage
- Lead several internal committees that manage charitable giving as well as plan our annual employee awards ceremony
- Manage annual marketing budgets valued at $2.5M over 45+ communities
- Track and order all necessary community signage and marketing materials
- Re-brand communities as needed to increase occupancy and market appeal
- Conduct competitor research to enhance digital campaigns
- Oversee social media marketing campaigns to grow brand awareness and lead generation
- Launched and actively manage our internal employee and investor rewards platform
Marketing Manager
Driven Brands
12.2017 - 10.2018
- Developed comprehensive local marketing plans that effectively and efficiently drove sales growth
- Collaborated to drive flawless execution and effective integration across key stakeholders, including franchisees, operations managers, real estate & development, and finance partners
- Oversaw daily deployment of comprehensive grand opening and conversion plans that effectively and efficiently drove traffic and sales growth
- Developed advertising, promotions, and retention programs supporting the brand and products
- Consistently produced sales that tracked ahead of budget by an average of 20% year of year
Director of Marketing
Fritts Financial
07.2016 - 12.2017
- Negotiated media buys, including TV, radio, and digital
- Spearheaded the complete redesign and launch of the company's website
- Actively managed all SEO and social media platforms
- Launched a marketing budget and expense spreadsheet to track growth and ROI
- Maximized efficiency and profitability for all marketing events
- Implemented a new CRM (Redtail) to improve communications with clients and vendors
- Proactively created streamlined processes for client on-boarding
- Drastically improved ROI by 65% from July 2016- July 2017
- Responsible for 85% of company's revenue July 2016- July 2017
Director of Marketing
Retirement Planning Services
07.2015 - 07.2016
- Achieved ROI by developing and integrating targeted online and offline lead generation programs, including email campaigns, banner advertisements, direct mail, public relations, and telemarketing
- Introduced and organized educational workshops for potential clients
- Introduced prospect pipeline to efficiently keep in contact with potential clients
- Improved client experience through active communication and attention to detail
Sales and Account Representative
Cumulus Media
08.2012 - 06.2015
- Analyzed ratings and programming features of competitors to evaluate the effectiveness of marketing strategies
- Designed and created marketing collateral for sales meetings, trade shows, and clients
- Implemented and evolved high-impact strategies to target new business opportunities and new markets
- Managed both inbound and outbound marketing campaigns to generate new business and to support partner and sales teams
- Led quarterly sales training to help grow our team's skills in the field
Education
BBA in Marketing/International Business -
University of Tennessee
Knoxville, TN05-2010
Skills
- Email campaign software: Constant Contact; Mail Chimp
- Project management software proficiency: Asana, Basecamp
- Property Management Software: Entrata, Yardi, Real Page, Knock, Rently, Smart Rent
- Desktop Publishing Software: Adobe lnDesign, Microsoft Publisher, Adobe Acrobat, Canva
- Social Media/Reputation Software: SOCI, Reputationcom
Timeline
Director of Marketing
Ginkgo Residential LLC
03.2025 - Current
Marketing Manager
Ginkgo Residential LLC
10.2018 - 03.2025
Marketing Manager
Driven Brands
12.2017 - 10.2018
Director of Marketing
Fritts Financial
07.2016 - 12.2017
Director of Marketing
Retirement Planning Services
07.2015 - 07.2016
Sales and Account Representative
Cumulus Media
08.2012 - 06.2015
BBA in Marketing/International Business -
University of Tennessee
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