

Caralina Wigfield
Digital Marketing Professional
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10+ years of B2B, B2C and B2G marketing
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International marketing experience
Hello! I'm Caralina
Marketing has been a passion of mine since my time at University. I view it as my creative outlet where I'm able to innovate and constantly bring new perspectives to my work.
Marketing, and the technologies associated with it, are always changing, and that means that my approach is, too. I enjoy the continuous learning required, especially as AI continues to impact all aspects of the field and the way we work. Whether I am learning a whole new industry or simply a different method of doing something, I relish the opportunity to further educate myself and become a better marketer.
My Journey
2022 - Present
Marketing Manager
MedResults Network
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Marketing Strategy & Partner Relations: Manage the marketing strategy and communication with over 3,400 member practices and vendor partners, aligning promotional initiatives with overarching organizational goals.
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Program Development & Budget Management: Designed and launched a partnership marketing plan that achieved a 745% revenue increase over two years.
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Data-Driven Marketing: Utilize metrics to track campaign performance and make data-informed decisions, regularly optimizing strategies based on analytics to ensure impactful results.
2017 - 2023
Lavender Hill Designs
Digital Marketing Manager
[Freelance]
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Campaign Creation & Multi-Channel Execution: Developed comprehensive marketing strategies, increased brand visibility, and contributed to a 244% boost in website traffic and 528% revenue growth within two years.
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Content & Community Engagement: Led community-focused marketing initiatives that connected with local audiences, driving a 170% increase in total revenue year-over-year.
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Data-Driven Campaign Optimization: Continuously refined marketing campaigns using analytics, contributing to effective targeting, segmentation, and increased conversion rates.
2017 - 2019
Director of Marketing & Membership
MedResults Network
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Digital Content Development: Crafted high-engagement social media content and digital marketing materials, improving member engagement and contract utilization through strategic messaging.
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Community Relations: Built strong relationships with members and vendors, ensuring consistent communication and optimizing alignment on promotional efforts and quarterly goals.
2014 - 2017
Marketing Manager
IQPC NY & IQPC London
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Program & Event Marketing: Developed and executed high-impact marketing plans for B2B conferences, driving 49% of delegate revenue and achieving an ROI of 316% across a portfolio of events.
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Stakeholder Collaboration: Coordinated with cross-functional teams and external partners across global markets, successfully increasing attendance by 360% for a major launch event.
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Data-Driven Decision-Making: Analyzed campaign data to refine marketing strategies, ensuring alignment with target audience preferences and increasing event visibility.
Community Engagement & Volunteer Experience
Since I can remember, I've wanted to help others. My involvement has looked different over the years, from spending time after school with folks in a local retirement community to running 5Ks to raise money for breast cancer care. In recent years, I've turned to donating my time and talents to help local non-profit organizations with their marketing efforts. When I first moved to Virginia a few years ago, I looked for an opportunity to give back and found Aaliyah in Action, whose Founder needed help with a website redesign project. Fast forward three years, and I'm still maintaining the website, while also providing support to an organization that I've seen firsthand make a difference to a parent experiencing baby loss.
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In early 2024, I was looking for more connection to the community I'd spent almost 3 years in. At a neighbor's party, I met the Assistant Governor for my areas' Rotary Clubs, and she encouraged me to attend the next meeting. I was thrilled to become a member of my local club, and within a few months was asked to serve on the Board as the Public Image Chair. My involvement with Rotary truly sparks a desire within me to do better. Whether that's locally with a Diapers and Wipes Drive for a local food bank or globally through raising funds to fight Polio, I know that positive change comes from taking action and working together towards a better world for everyone.
Experience
December 2021 - Present
Aaliyah in Action
Marketing Volunteer
Completed a website redesign for a local nonprofit providing national support in the form of self-care packages to help women who have experienced a perinatal or neonatal loss. Currently manage ongoing website updates and SEO, as well as providing campaign-specific graphic design support.
July 2024 - Present
Rotary Club of Alexandria Central
Public Image Chair, Webmaster, Board Member
Lead the public image strategy to enhance club engagement and visibility across local community and digital platforms.
March - September 2024
Alexandria Seaport Foundation
Volunteer Marketing Manager
Provided website support for a nonprofit workforce development program focusing on empowering young adults through hands-on learning experiences and skill development. Supported event promotion efforts for the annual fundraiser that attracts 200+ donors and supporters, including elected officials.
Education
2021
Certified Digital Marketing Professional
Digital Marketing Institute + American Marketing Association
Modules included:
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Content Marketing
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Social Media Marketing
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SEO
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Paid Search with Google Ads
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YouTube and Display Advertising
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Email Marketing
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Website Optimization
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Analytics with Google Analytics
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Digital Marketing Strategy​
2010 - 2014
Bachelor's Degree in Management
UNIVERSITY OF ST ANDREWS
​Other subjects studied include:
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International Relations
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Sustainable Development
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Economics
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Activities:
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Charities Campaign
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School of Management Class Representative
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The Saint newspaper
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Speak Up (public speaking club)
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Royal Victoria Hospital (volunteer)
Skills

Content Marketing
Email Marketing
Marketing Strategy
Website Design
Copywriting
Lead Nurturing
Expertise
Content Creation
Web Design
Graphic Design
Throughout my career, content creation has been a main part of my job. Listening to what customers want and creating exactly what appeals to them is more of a passion project than work. From email copy and social posts to brochure copy and blog posts, creating content allows me the opportunity to brainstorm, research, and write.
My experience with web design came out of necessity when building the online store for a boutique I worked for. Along the way, and after much trial and error, I fell in love with the process. Building a site fit for purpose and getting to use it as an outlet for my creativity has become a true passion of mine. Just ask the non-profits that I volunteer for!
Fostering my creativity and learning to design marketing materials has been a tough but exciting challenge. I began using Canva 8 years ago and have acquired experience with Adobe Lightroom, Illustrator and Photoshop in the years since. I use this skill in my consulting and volunteer work to design logos, websites, magazine ads and more for clients.