My story
Marketing, advertising, customer service and experience have been my passion and purpose for over 20 years. When I wake up in the morning, my goal is to help as many people as possible succeed using what I’ve learned over the past two decades in strategy, marketing and coaching. It’s a great feeling to delight with positive results and performance; the best feeling is to empower to do the same!
While I was in business school, my now-husband said to me “we’re going to use that MBA to start a business together”. I thought he was nuts. Fast forward to today and we’re the proud owners of Almost Auto Service, Inc. Never in a million years did I think I’d be responsible for the success of an automotive repair shop, but here I am and it’s been quite a ride. Not only because it has been my introduction to entrepreneurialism in real-time, but also because it has helped me better understand fellow business owners and customers alike.
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Experience
manager—program and marketing, mailchimp
Ponce City Market, Atlanta, GA | September 2022 - Present
assistant Manager—Operations, lululemon
Ponce City Market, Atlanta, GA | April 2022 - September 2022
Core responsibilities include operations, product and strategy
Review, monitor and partner to manage the budget and other business data and metrics, i.e., profit & loss statement, expenses, and inform planning processes such as the quarterly business review and sales planning
Ensure inventory, supplies, vendor relationships, technology and facilities are maintained and maximized
Support sell-through management by ensuring accuracy of inventory counts and coordinating labor hours to efficiently receive product deliveries
Plan and prepare the weekly team member schedule according to labor requirements, availability and budget considerations
Perform administrative actions to support team members, including completing payroll, approving vacation and time off requests, approving shift swaps, and other documentation according to policies and procedures
Inform people managers of projected team growth needs to support the building of a strong and diverse team based on operational trends and results
Create and foster a respectful and inclusive team environment by welcoming and celebrating differences to ensure a supportive, productive, and fun experience for all team members
Provide retail floor leadership to team members, including planning retail floor coverage and making decisions to maintain efficiency and effectiveness of retail floor operations
Establish supportive and productive relationships with all team members, focusing on personal and professional development
Facilitate a seamless end-to-end guest experience by monitoring the incorporation of omni-channel programs (e.g., in-store guest transactions, buy online pickup in store, phone sales, and ship from store)
Resolve guest feedback and address issues, including guest escalations and urgent requests, helping to make it right for guests
key leader + seasonal In-store Training specialist, LULULEMON
Atlanta, GA | Holiday 2017, Holiday 2018, August 2020 – April 2022
As a Key Leader, I am responsible for facilitating the educator experience, creating an outstanding guest experience through connection, and overseeing all floor operations. I am part of every area of the retail store including product, community, operations and people.
As the Seasonal In-Store Training Specialist for the Ponce City Market location I am responsible for training strategy support and am the store expert in Seasonal Educator Retail Training Program (SERTP) logistics. I train and support program mentors for seasonal educator’s practice shifts. I provide accountability support for all new hires and ensure all components of training are completed.
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digital strategist + marketer, HEY beltran!
Atlanta, GA | November 2019 — Present
HEY BELTRAN! digital strategy + marketing was born of my love for digital marketing and my purpose in life—to help as many people and organizations A C H I E V E as I can. There is nothing I love more than helping you exceed your business goals using the skills I’ve gained over the past two decades. Let's get after it!
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owner, almost auto service (A.A.S.)
Clarkston, GA | January 2018 — Present
I’m the owner of Almost Auto Service, Inc. I’m not a mechanic (I don’t even know how to drive a manual), but I do know business strategy and marketing and as the owner, I’m ultimately responsible for our growth, success, and digital domination!
Key Achievements—
In the first 12 months of this venture, I took a 25-year old company with no branding or online presence and developed a robust website, optimized the site for organic ranking, launched a PPC program, created social media profiles, produced video content, achieved 45 five-star customer reviews in the first year through implementation of a sales and customer service strategy, all leading to 38% Y/Y profit growth.
Winner, Best of Clarkston 2018 Award
Winner, Best of Clarkston 2019 Award
Winner, Best of Clarkson 2020 Award
Winner, Best of Clarkson 2021 Award
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REGIONAL MARKETING DIRECTOR, COMPASS atlanta
Atlanta, GA | May 2019 — October 2019
As the Regional Marketing Director at Compass Atlanta, I led the local marketing and creative teams and advanced brand impact locally. I was responsible for developing and overseeing execution of local brand strategy and agent marketing services including:
Building and empowering a marketing and creative services team that effectively, efficiently and intelligently handled all local marketing needs;
Oversaw local creative needs, including on-the-ground creative team oversight across all platforms, print and digital design, advertising campaigns, video content, and social media;
Identified and guided opportunities for building scalable systems that allowed the local offices to grow effectively.
Led strategy and execution for all agent branding and marketing to ensure cohesion with the Compass brand;
Developed annual plans to execute all corporate brand marketing.
Analyzed local marketing needs, remained up-to-date on local real estate market trends, forecasts, and competitive landscape to inform the evolution of Compass Atlanta marketing presence.
Key Achievements—
Developed and led digital marketing trainings for Google Ads, Google My Business, etc—recorded all trainings for national usage.
Developed and executed successful Q3’19 and Q4’19 marketing strategy for the Atlanta region including digital, print, out-of-home, events and public relations.
Secured partnership event with Ferrari North America—Esperienza Ferrari featuring the Portofino.
Worked in partnership with The Atlantan to secure nearly 1/3 of Real Trends Leading 100 list for Compass Atlanta real estate professionals.
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Director, Marketing & E-commerce, KEH CAMERA
Smyrna, GA | December 2017 — March 2019
KEH Camera is the world’s largest buyer and seller of used photography equipment. As Director of Marketing & E-Commerce, I set the marketing vision and strategy to drive used photographic equipment sales and acquisition via online and offline channels. During my time at KEH I have: Increased .com visitors, conversion rate, average order value and revenue by 5% year- over-year (Y/Y) and online transactions 6% Y/Y with customer persona-driven marketing strategy executed through SEO, PPC, email, social media, display, affiliate partnerships and content marketing;
Driven equipment acquisition through continual testing and improvements of the KEH.com Seller wizard as well as content pushed through online and offline channels why consumers and businesses should sell to KEH;
Set trade show and buying event strategy by event for maximum brand exposure, equipment sales and/or gear acquisition;
Compiled post-event recaps to report results, identified areas of improvement, and
scheduled voice-of-the-customer (VOC) sessions.
Developed and owned the marketing calendar detailing monthly promotional schedule—
Developed monthly mix of discounted promotions, content, branding and gear acquisition campaigns and designated channels for each to drive sales & acquisition;
Led the development of campaign creative and messaging.
Created brand standards and integrated brand strategy across the organization;
Co-led the January 2019 launch of the redesigned KEH.com, partnering cross-functionally
to deliver superior user experience;
Responsible for overall design, navigation, product content and imagery, on-site search, online merchandising and product recommendations and on-site blog.
Advocated for and recruited content marketing specialist, graphic designer and technical
marketing specialist;
Selected and on-boarded new PPC, SEO and conversion optimization agency (InFlow);
Evaluated prospective marketing automation partners and chose Emarsys to replace ESP.
Key Achievements—
My 2018 holiday marketing strategy led to the best November in the company’s history—over $298K generated on Black Friday alone.
Selected Giving Tuesday recipient, Flashes of Hope, and transformed partnership from one-day only to an ongoing, mutually beneficial partnership.
Assembled team of employees with video production expertise to execute by-persona video strategy; beginning with re-creation of company introduction video.
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strategic account executive, MICROSOFT SEARCH ADVERTISING / BING ADS
Atlanta, GA | February 2016 — September 2017
Established, built and maintained strong strategic relationships to ensure pitched Microsoft search products met customer goals—
Bing Shopping (Product Listing Ads and Local Inventory Ads) for online retailers like Lowe’s Home Improvement and Dick’s Sporting Goods to incrementally increase sales;
Offline Attribution with LiveRamp pilot opportunity for Verizon Wireless to quantify Bing Ads’ impact on offline consumer purchase activity and role in customer purchase journey;
Bing Ads Universal Event Tracking to launch retargeting campaigns and provide insight into program performance.
Ideated with Microsoft engineering and product teams to develop comprehensive solutions to customer challenges—
Developed automotive insights dashboard to understand and turn-around Mercedes-Benz USA sedan sales slide;
On-boarded and maintained American Cancer Society’s Bing for Impact enrollment, a grant program for non-profit organizations.
Evangelized Bing Ads’ quality-over-quantity value proposition;
Led internal cross-group collaboration (Microsoft sales, insights and engineering teams), enabling quick response and delivery of turnkey customer solutions;
Maintained expert-level understanding of the online landscape and trends influencing the marketplace to inform client strategy, e.g. personal digital assistants, online-to-offline attribution, artificial intelligence, virtual and augmented reality.
Key Achievements—
105% attainment of personal sales quota; growing $77M quota to $81M through formulation and execution of sales strategy for top-tier Bing Ads customers during the first year in a sales role.
Winner, 2017 East Region Pitch-Off Award
Invited Speaker, 2017 BKV Client Summit—The Future of Search
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associate director, e-commerce, at&t
Atlanta, GA | March 2014 — February 2016
Associate Director, E-Commerce—Site Search & SEO
Identified, strategized and executed on opportunities to increase Internet Protocol Television and Internet Protocol Broadband sales through on-site search and search engine optimization;
Managed SEO agency (360i) to ensure ongoing analysis and recommendations were focused on driving sign-up;
Led ATT.com site search transformation from information engine to answer engine via answer cards.
Associate Director, E-Commerce—Programmatic Display & Social Media
Led the team responsible for direct response / lead generation AT&T Wireless, myAT&T and Home Solutions (now DirecTV) display media, programmatic display and social media programs;
Worked collaboratively with internal and external business partners and agency of record (MEC) to drive KPIs—traffic, sales, app downloads and log-ins;
Continually analyzed program effectiveness and used findings to refine marketing and investment strategies to effectively manage multi-million dollar monthly budget.
Key Achievements—
Consistently achieved best-in-class digital customer satisfaction scores for att.com through site search and search engine optimization.
Launched AT&T’s first-ever homepage takeover placement for the Apple iPhone 6 release designed specifically for lead generation, setting benchmarks for similar, subsequent placements.
Managed multi-million dollar programmatic display media budget—the largest in the world.
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digital media supervisor, search discovery
Atlanta, GA | August 2007 — February 2014
Aided agency clients in defining and setting online marketing goals and objectives;
Acted as client advocate within and outside of the agency;
Directed, supervised and reviewed the development and implementation of robust digital media plans—including PPC, social media and programmatic advertising;
Authored and oversaw the composition of all departmental documents—POV, RFP, service agreements, etc.;
Managed scheduling, posting and tracking of digital media and compilation of performance reporting;
Prepared campaign reconciliations and teamed with accounting department to ensure payment;
Trained media coordinators and managers for advancement and conducted performance reviews.
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search marketing supervisor, nurun
Atlanta, GA | December 2004 — August 2007
Provided strategic guidance for the agency and its clients for all search marketing-related activities;
Set SEM strategies to meet online marketing objectives of each client;
Managed SEM department and provided oversight and guidance on all strategic initiatives.
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media manager, 360i
Atlanta, GA | May 2004 — November 2004
Built custom search marketing solutions for top-tier client base and prospective clients;
Collaborated with technical SEO teammates on best ways to leverage organic search performance for PPC optimization;
Managed a team of analysts to ensure client data requirements and deliverables were met.
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interactive media buyer / internet analyst, interland
Atlanta, GA | July 2003 — May 2004
Interactive Media Buyer
Managed $2.4 million in yearly online media budget;
Implemented, maintained and optimized PPC and display media campaigns;
Set and managed monthly and quarterly online media budgets.
Internet Analyst
Tracked usage of corporate website and all domain properties using web analytics program;
Tracked key performance indicators to analyze performance and effectiveness of website;
Provided regular reporting of online leads, sales, touch points and traffic.
SIDE HUSTLES
CREATOR
PRESIDENT + CEO
ALMOST AUTO SERVICE INC.
HEY BELTRAN!
LEBELTRAN HOLDINGS, LLC
BELFLOR HOLDINGS, LLC
COMING SOON
531RANKINSTREET.COM
3878FOXFORD.COM
licensed
GEORGIA REAL ESTATE SALESPERSON
Languages
ENGLISH
ESPAÑOL
skills
TEAM LEADERSHIP
AGENCY MANAGEMENT
EXECUTIVE PRESENCE
PRESENTATION & PUBLIC SPEAKING SKILLS
PRODUCTIVITY APPS—
MICROSOFT OFFICE, G-SUITE
ANALYTICS PLATFORMS—
GOOGLE, ADOBE ANALYTICS
COLLABORATION APPS—
SKYPE, SLACK, AIRTABLE, TRELLO, ACTIVECOLLAB
AD SERVING & OPTIMIZATION TOOLS—
DOUBLECLICK, KENSHOO, MARIN
CERTIFIED GOOGLE ADS, BING ADS PRO
SOCIAL MEDIA AD PLATFORMS—
FACEBOOK, INSTAGRAM, TWITTER, PINTEREST, LINKEDIN
ESP & MARKETING AUTOMATION—
BRONTO, EMARSYS
RESEARCH TOOLS—
NIELSEN, COMPETE, HITWISE, EMARKETER, COMSCORE
WORDPRESS
MAGENTO [V1]
Education
georgia tech, ATLANTA, GA
MASTER OF BUSINESS ADMINISTRATION (MBA) — MANAGEMENT OF TECHNOLOGY
Graduated December 2016
VIRGINIA TECH, BLACKSBURG, VA
BACHELOR OF ARTS (BA)
Graduated May 2000
affiliations
Contact
Email: HELLO@CAROLINABELTRAN.COM
Phone: 404 783 1759
FIND ME ON LINKEDIN
