JESSIE GENSON
Where Brand Storytelling Meets Business Strategy — Building Engines That Win Hearts & Fuel Growth
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Dynamic, results-driven marketing leader with deep expertise in digital strategy, performance marketing, and omnichannel engagement. I bridge brand storytelling with commercial strategy to win hearts, drive conversion, and fuel long-term growth.
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EXPERIENCE
DEC 2022 - PRESENT
Director of Marketing
GEORGIA-PACIFIC, Packaging & Cellulose
Leads full-funnel marketing across four business entities, overseeing brand, demand gen, content, and digital initiatives. Manages budgets, optimizes resources, and leads cross-functional teams to align marketing with business growth. Develops integrated, data-informed strategies to elevate brand visibility, fuel pipeline, and drive measurable impact. Sets annual marketing strategy aligned to business objectives, integrating digital and traditional channels across owned and paid media. Oversees agency and vendor partnerships from scope development to performance optimization. Partners with Sales Force Effectiveness and commercial teams to deliver high-impact initiatives. Builds scalable processes, closes operational gaps, and drives efficiency to maximize ROI. Applies economic thinking to assess opportunities and ensure investments support near-term revenue and long-term brand equity. Leads analytics and reporting to connect marketing performance to outcomes.
2021 - 2022
Sr. Manager, Content Strategy
PRIMROSE SCHOOLS FRANCHISING COMPANY
Spearheaded Primrose Schools’ digital content strategy to boost brand awareness, engagement, and conversion across the consumer journey. Led cross-functional efforts to align, prioritize, and measure messaging across owned and paid digital channels. Leveraged data-driven insights, audience segmentation, and brand priorities to craft high-impact messaging for integrated campaigns. Partnered with agencies and internal teams to optimize content strategies based on platform, targeting, and campaign goals. Orchestrated omnichannel digital strategies to accelerate growth, overseeing content across social, email, blog, and paid media. Streamlined content workflows to enhance efficiency, performance, and brand consistency.
2018 - 2021
Manager, Social Media Strategy
PRIMROSE SCHOOLS FRANCHISING COMPANY
Led the comprehensive social media strategy across all business segments, including enrollment, franchising, real estate, and employer-sponsored initiatives, ensuring alignment with overarching brand and business goals. Oversaw a ~$3MM annual paid social media budget, optimizing investments across platforms to maximize ROI, lead generation, and brand engagement. Transformed social media, email, and blog channels into data-driven performance platforms, optimizing engagement and conversion to drive measurable business impact. Managed brand and school-level editorial calendars, content planning, and multimedia production, streamlining workflows for maximum efficiency. Spearheaded influencer marketing campaigns, collaborating with agency partners and leading internal teams to execute high-impact digital marketing strategies that generated inquiries and leads.
2015 - 2018
Communications Manager
EMORY UNIVERSITY SCHOOL OF LAW
Led integrated digital and traditional marketing strategies to drive JD student recruitment and onboarding, ensuring a cohesive brand presence across channels. Managed project timelines, budgets, and performance metrics, leveraging data-driven insights to optimize engagement. Developed and executed digital media initiatives, including targeted email campaigns, webinars, social media, and paid media strategies, while also overseeing print projects and large-scale mailings. Utilized focus groups and surveys to refine messaging and improve campaign effectiveness.
EDUCATION
2004 - 2008
Bachelor of Fine Arts (BFA)
VALDOSTA STATE UNIVERSITY
Speech communication, emphasis in public relations
2015 - 2016
Courses
EMORY UNIVERSITY
Foundations of Graphic Design & Production
Adobe InDesign Level 1
Adobe InDesign Level 2
Adobe Photoshop Level 1
Adobe Illustrator Level 1
2023
SKILLS
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Digital Media Strategy
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Performance Marketing & Analytics
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Brand Strategy & Positioning
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Omnichannel Campaign Development
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Budget / Resource Management & ROI Optimization
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Social Media & Influencer Marketing
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Content Marketing & SEO
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Conversion Rate Optimization (CRO)
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Team Leadership & Cross-Functional Collaboration
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Digital Advertising Platforms (Meta, LinkedIn, Google Ads, Programmatic, Connected TV)
AWARDS
2023
PRNEWS Digital Awards
Teacher Appreciation Week
Category: Use of Generated Content
2020
Franchise Innovation Awards Winner - Best Social Media Campaign - #LetGuiltGo
Category: Marketing & Branding
2020
Shorty Awards Finalist - #LetGuiltGo Campaign
Category: Family/Parenting
2017
GOLD Marcom Award - 2016 Emory Law Centennial Collegiate Postcards
Category: Print Media | Direct Marketing | 21c. Direct Mail Campaign