Alexandra Kenitzer Lyons
Digital Marketer
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A Bit About Me
For over 9 years, I've honed my digital marketing expertise, specializing in CRM and SEM. My mission at Modine Manufacturing has been to elevate our digital footprint, leveraging my skills to align with our company's culture of innovation and customer-centric values. My approach infuses sophisticated digital strategies with a human touch, fostering a connection between our HVAC IAQ products and our audience.
At Modine, my role involved the intricate management of digital assets, including leading our CRM initiatives and streamlining the lead generation process. We enabled a substantial increase in product sales through targeted digital campaigns, social media management, and cross-functional collaboration. My tenure at AAF International further refined my SEM capabilities, contributing to a robust digital marketing ecosystem that supports both B2B and B2C engagement.
Work Experience
Digital Marketing Manager
Modine Manufacturing Company Oct 2022 - Jul 2024 · 1 yr 10 mos
● Spearheaded the implementation and ongoing management of HubSpot Marketing Hub CRM for
lead generation, 20,000+ contact records and 16,000+ marketing contacts. Supported regional
sales teams, rep networks, and service teams with digital lead capture, service and parts and
existing contacts.
● Led omnichannel strategy, developing and executing content via Canva and Adobe Creative
Cloud, developed content calendars, and scheduled all posts to maximize engagement and brand
presence.
● Collaborated with cross-functional teams, including IT, engineering, product management, and
corporate marketing, to align digital initiatives with business objectives.
● Managed the US IAQ Airedale website, driving SEO and SEM strategies, content updates, and
improvements via WordPress.
● Developed a comprehensive lead nurturing process from custom form submissions, integrating
tracking systems and best practices across all lifecycle stages to support sales and service.
● Crafted and A/B tested automated email campaigns, leveraging user data and engagement to
optimize lead conversion and customer experience in an 18-month sales cycle.
● Designed and led webinars and training programs for internal teams and the rep network to boost
digital adoption and sales cycle processes.
● Enhanced digital presence and rapport within Modine’s rep network.
● Managed omnichannel marketing strategies, coordinating with third-party vendors for PR and
research development to elevate Modine’s market position.
● Contributed to the development of digital marketing strategies for newly acquired websites
through acquisition ensuring seamless integration and optimization.
● Enhanced SEO scoring and tracked website performance metrics using Google Analytics to inform continuous improvements.
Digital Marketing Specialist
AAF International Jun 2019 - Jul 2022 · 3 yrs 2 mos
● Implemented and maintained HubSpot for CRM for AAF.
● Established an automated workflow for SMS and email opt-in services, improving customer
retention and engagement with tailored air filter reminder messaging while maintaining GDPR
compliance.
● Managed annual ad budgets of $500K for digital marketing campaigns, focusing on
segment-specific targeting for B2C and B2B clients.
● Drove organic growth of social media platforms by 30%-50% annually through consistent content
strategies and engagement.
● Developed a successful blog with over 400 subscribers, creating engaging content monthly to
educate and inform customers.
● Led social media management for AAF Flanders Americas, including both residential B2C and
commercial B2B brands, reputation management and PR.
● Updated and optimized Amazon product descriptions via Vendor Central and website content via
Sitecore to improve search engine rankings, visibility, and SEO.
● Managed the internal marketing team’s workflow, project management system via Trello and later
Asana. Led communication efforts to ensure the successful execution of marketing initiatives
through project management.
● Designed and led webinars to educate internal teams on utilizing digital tools and improving their
respective roles within the company.
Marketing Specialist - Generation Tux Feb 2018 - Feb 2019
● Developed and optimized custom content for GenerationTux’s website and blog, collaborating
with external agencies to ensure alignment with SEO best practices.
● Implemented A/B testing and email segmentation strategies to refine engagement and improve
user experience.
● Worked closely with UX/UI teams to develop customer-preferred email funnel templates, based
on analytics and engagement data.
● Championed customer experience and branding, contributing to content strategy that resonated
with the target audience.
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