Hello
I’m Jennifer
Federici
A marketing leader with almost 20 years of experience leading the strategic development of integrated marketing campaigns to drive and sustain revenue growth.
About
My passions are family, music, running, and bringing brands to life. I strive to always uplift equity, and to live my life with empathy and authenticity.
Jenny Federici is a marketing leader with almost 20 years of
experience leading the strategic development of integrated marketing campaigns
to drive and sustain revenue growth. She
joined the YMCA of Metropolitan Dallas in 2014 after more than a decade of
experience marketing in the financial sector.
Currently the Chief Marketing and Communications Officer with
the YMCA of Metropolitan Dallas, Jenny also serves as a member of the Y
Collective Marketing Initiative (YCMI) Steering Committee, a group of 13 Y
marketing and communications leaders from across the country who work with
YUSA’s marketing team to strengthen the Y’s position as a vital community
asset. She also sits on the national steering committee for YUSA’s
Hispanic-Latino Leadership Network and is Chair of her local Hispanic/Latino
ERG.
Jenny is currently serving as Board Chair for Girls on the
Run DFW, a nonprofit focused on helping young girls build self-confidence,
kindness, and decision-making skills through an evidence-based program that
creatively integrates running. She is
also on the Board for GCS Moms League, a nonprofit focused on the engagement and
volunteerism of moms and children in Grapevine, Colleyville, and Southlake,
Texas. In 2021, GCS Moms League raised
over $34,000 for Kids Matter International.
Originally from Dallas, TX, Jenny graduated from the
University of Texas at Austin, with a degree in Journalism. She also holds a Professional
Certificate in Data Analytics from Coursera and a Nonprofit Marketing Certificate
from the Center for Nonprofit Management.
She resides in Grapevine, Texas with her husband of 13 years, Bob, and
their two children Josephine, 6, and Benjamin, 3.
Portfolio
Cover
Letter
It is a pleasure to share my experience, successes, and almost 20 years of excellence in marketing and communications.
My mastery of marketing strategy across a multitude of channels, including digital, social, and traditional channels, experience developing and managing budgets, as well as leading and developing teams would make me an asset to any organization.
My key accomplishments include:
- Integrated Marketing – My branding, ad planning, and collateral ideation efforts for YMCA Afterschool have brought about tremendous growth each year, with a boom during the 2019-2020 school year of more than a 20% increase in enrollments. This strategy included nuanced planning for two audiences: parents and school districts, utilizing social media, display, email, and print, with a multilingual focus.
- Budgeting & Reporting – Managing multiple budgets with responsibilities to grow membership, giving, and a variety of programs comes with challenges. I have a been a successful steward of this budget, while still experiencing growth, by implementing and utilizing marketing research and consumer insights to optimize our ad placement to reach audiences with the highest propensities to engage and communicating with them in a way that speaks to them. Consistently measuring the effectiveness of our efforts and reevaluating when we can improve has allowed the Y to decrease marketing spend while increasing effectiveness.
- Staff Development – Communication, professional development, and engaging work are the foundation for happy, motivated employees. With every team I have led, it has been my personal mission to encourage growth and create an environment of collaboration, in which each team member is operating to their individual strength. Creating a cohesive, well-accomplished team starts with leadership, and I am committed to the mentorship of and partnership with my team.
This is only an introduction to my work, and I would love the opportunity to share more about my experience and what I can bring to your organization.
With gratitude,
Jennifer Federici
Skills
Education
-
Bachelor of Journalism
The University of Texas at Austin
Presidential Scholar: Awarded to students with excellent academic credentials2002 -
Nonprofit Marketing Certificate
Center For Nonprofit Management2015 -
Data Analytics Professional Certificate
GoogleExp. 2021
It’s tough to summarize a career with icons, but I’m going to try…
Facts
Experience
JENNIFER FEDERICI
The below represents the most recent decade of my professional experience. My complete resume can be found by clicking the gray button.
YMCA of Metropolitan Dallas
2014 – Present
A charity organization with 18 facilities and 100+ program sites throughout 8 North Texas counties.
▪ Lead a team to drive new customer and donor acquisition, drive current customer engagement and retention, and increase brand penetration through paid advertising, brand management, and the creation of compelling and effective promotional, fundraising, and stewardship collateral.
▪ Develop marketing strategy to define target audiences and reach them via a variety of digital and traditional platforms (programmatic, email, social, TV, radio, print), as well as brand management tools such as website, social channels (Facebook, Instagram, Twitter, YouTube), and blog.
– Success: Increased new member unit sales by at least 5% over previous year, each year from 2014-2018.
▪ Lead cross-functional teams to maximize the effectiveness of the YMCA’s brand, internally and externally. o Success: Launched LucidPress, a brand-templating platform, across the organization to maximize Marketing and Communications efficiency, while safeguarding the usage of the YMCA’s brand in all external communications.
– Success: Partnered with our Chief Human Resources Officer to create a communications plan to engage and motivate staff. These efforts included designing on-boarding materials, ongoing development of a staff mobile app, planning a Staff Empowerment Day annual event, and email communications to highlight benefits.
▪ Implement a donor communications plan and execute advertising efforts to increase number of new donors and overall donations annually. Execute stewardship plans to thank, retain, acknowledge, and show impact to donors
year-round.
– Success: YMCA Day of Giving was launched in 2018 as a joint initiative of the Marketing and Development teams, with online and print advertising, in-branch activations, and digital communications. The 4 YMCA Day of Giving events held to date (2018-2021) have raised over $665,000.
Girls On the Run DFW
2020-Present
A 501(c)3 nonprofit organization dedicated to enhancing girls’ physical, emotional, and social competencies.
Capital Institutional Services, Inc.
2013 – 2014
An independent agency broker offering global execution services for institutional investors.
▪ Successes: Launched a new Managed Account product and developed a digital voice for CAPIS through an integrated plan that included launching a responsive website, an automated email series for sales staff use, and educational blogs and collateral for clientele.
Marketing Director | Lonestar Credit Union, Dallas, TX
Lone Star Credit Union
2010 – 2013
A not-for-profit financial institution serving Dallas, Greenville, and Terrell, TX
▪ Successes: Moved LSCU into the digital space by introducing marketing segmentation and automation tools, creating a social media presence, implementing a responsive website, as well as their first ever mobile app, Google Analytics, and Search Engine Optimization.
Marketing Symphony
2009 – 2010
A marketing firm specializing in integrated marketing and public relations – primary client, Resource One Credit Union.
▪ Successes: Refreshed the Resource One Credit Union brand through innovative marketing technologies such as pURLs and segmented email efforts, while maintaining their presence in traditional mediums like direct mail and community outreach events. (Marketing Symphony employee acting as Marketing Manager for the credit union)