Laurie B. Ehrlich, MBA

Professional Experience

​

Charles E. Smith Jewish Day School, Rockville, Md.
Director, Marketing & Communications, July 2014 - present

• Designed and built a marketing and communications program from scratch incorporating admissions, retention, fundraising, public relations and branding elements

• Created a robust organic and paid social media program including an editorial calendar, content curation, and posting schedule, yielding a 187% increase in organic reach on Facebook; and 129% and 682% increases in CESJDS website traffic via Facebook and Twitter, respectively

• Collaborate and strategize with, and produce materials for the Development team in order to support a $1.6+ million annual campaign and $16.5+ million endowment

• Write content for and oversee production of marketing materials including recruitment pieces, fundraising brochures, student and faculty stories, blog posts, academic highlights, and more 

• Manage the school’s video strategy with the objective of augmenting recruitment and retention efforts, and incorporating iPhone, in-house, and professional video

• Oversee CESJDS’s website and web presence, including a full-scale redesign in 2015 yielding a 66% increase in unique pageviews in the first 4 months after launch and decreases in both exit and bounce rates

• Built out a digital annual report, one of the first and only of its kind in the independent school space, yearinreview.cesjds.org 

• Led a year-long effort in celebrating the school’s 50th anniversary year, including the development of an interactive timeline, and production and promotion of four signature events ranging from 400 - 1500 attendees

• Manage the school’s video strategy with the objective of augmenting recruitment and retention efforts, and incorporating iPhone, in-house, and professional video

• Serve on the school-wide executive Leadership Team as a primary influencer and decision maker 

• Manage the workload, professional development, and growth of direct reports

​

Solar Electric Power Association, Washington, D.C., July 2010 – June 2014
Director, Marketing, August 2012 – June 2014
Senior Manager, Marketing Communications, February 2011 – August 2012
Marketing Communications Manager, July 2010 – January 2011

• Developed and drove annual organization-wide marketing plan advancing SEPA’s identity and broadening awareness

• Led the creation, implementation and evaluation of product marketing activities including market research, product positioning and branding, audience definition, pricing, and channel strategies

• Oversaw the development and production of print marketing materials including conference and event brochures, reports, advertisements, case studies and collateral material 

• Directed the strategy for and implementation of electronic communications including SEPA’s website, email marketing and online community engagement 

• Pioneered SEPA’s new media program incorporating social media, search engine optimization and Google Analytics 

• Planned SEPA’s presence at and for solar industry events of up to 25,000 attendees, including booth design, membership promotion and materials coordination 

• Served as an integral part of the senior leadership team and a key influencer regarding organization and division strategy  

• Managed, mentored and assisted in the personal development of staff

 

 

Marketing Coordinator & Recruiter, Rose Financial Services
Rockville, M.D. October 2009 – July 2010

• Managed all on/offline marketing activities including social media, community and industry relations, direct mail and publicity

• Designed marketing communications plans, incorporating three target segments

• Employed SEO techniques and utilized PPC campaigns to maintain “top 5” positions on Google

• Developed and managed the marketing and recruitment budgets

• Liaised with external agency to design, print and mail marketing collateral

• Prepared C-level executives for sales presentations, speaking engagements and media interviews

 

Lebhar-Friedman, Inc., New York, N.Y., February 2006 – September 2009
Program & Conference Manager, Dowden Health Media, November 2008-September 2009
Events Manager, Lebhar-Friedman Retail Group, February 2006-November 2008

• Managed Continuing Medical Education (CME) and retail meetings of up to 600 attendees 

• Built sponsorship and attendee recruitment campaigns, utilizing print and online elements 

• Executed multi-channel direct marketing and sales support tactics, including emails and brochures 

• Directed the design, functionality and maintenance processes for event websites

• Drove agenda development and speaker recruitment process with renowned medical doctors and top retail executives 

• Often surpassed targeted gross profit on majority of events; one in excess of 500%

• Exceeded an inaugural event financial objective in a down economy with a 23% profit margin, 5% over forecast

• Coordinated event details including site selection, contract negotiation, budget, F&B and A/V 

• Supervised the Retail Group Events Coordinator

 

Account Executive, Corporate and Technology Practice, Cohn & Wolfe
New York, N.Y., August 2005-January 2006

• Coordinated day-to-day operations and general strategy including planning, pitch generation, media relations and account management for multiple accounts

• Cultivated relationships with reporters at dailies, trades and wires

• Prepared abstract submissions for senior client executive speaking opportunities

• Developed editorial calendar program for Corp/Tech group across clients and top-tier media outlets

 

American Advertising Federation (AAF), Washington, D.C., September 2003-July 2005
Marketing Manager, July 2004–July 2005
Marketing Coordinator, September 2003–July 2004

• Worked with C-level industry executives to build corporate connections, instill brand equity within the industry, research “hot issues” and implement membership initiatives

•  Coordinated all aspects of The Ad Expo, the industry’s premier trade show 

• Increased trade show revenue 75% from 2004 to 2005

• Supported the strategic planning and materials development process for the ADDY® Awards creative competition and gala

• Oversaw 25 corporate accounts totaling $480,000 in membership dues

• Assisted events department in securing sponsorship, table and advertisement sales 

• Published the AAF monthly corporate newsletter, The Voice

 

Corporate Communications Coordinator, Doceus, Inc.
Washington, D.C., July 2002-September 2003 

• Directed all Doceus marketing activities and strategies

• Drafted proposals outfitting prospective and current clients with appropriate solutions

• Wrote content for company and product demonstration websites

• Prepared submissions for various community and design awards

 

Education    

Fordham University, Gabelli School of Business
M.B.A., Communications and Media Management, August 2008
Coursework includes Marketing Strategy, Management Communication, Cross-Cultural Communication & Negotiation

 

University of Maryland, Robert H. Smith School of Business
B.S., Marketing/International Business, May 2002
Coursework includes Integrated Marketing Communication, Design in Marketing, Marketing Policy & Strategy

 

Technical Skills

• Proficient in MS Office, Net Forum Pro, SugarCRM, Exact Target, MediaMap, Factiva, Finalsite

• Familiar with HTML, Adobe InDesign, Umbraco CMS, WordPress

​​

Community and Professional Involvement
Cystic Fibrosis Foundation – Metro D.C. Chapter
Brewer’s Ball Communications Chair 

• Plan and manage communications program and outreach 

• Build and maintain relationships with vendors and donors

 

Member, National Association of Independent Schools
Member, Association of Independent Schools of Greater Washington