Felicia A. Carty

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Felicia A. Carty is a communications, marketing operations and business development leader with a cross-functional background in client-side marketing, advertising agency account management, media planning and buying, analytics, content management, content development, copywriting, operations, web site design and development project management and advertising sales.

Felicia’s diverse background spans Fortune 100 companies to early-stage startups.  Felicia’s extensive experience partnering with colleagues throughout functional areas has given her a solutions-orientated and relationship management approach.  She has twenty plus years of B2B/B2C experience driving strategic initiatives, revenue and process improvements across teams.

Felicia is currently a consultant to Fortune 500 companies and nonprofit organizations.  In 2019, Felicia served as the Director of Clio Health, a top tier revenue generating vertical at The Clio Awards and reported to the President.  As the head of the Clio Health awards program, she led business development, marketing, operations and program management for the health vertical and immediately developed company firsts. 

Felicia was the only awards program head that led all areas of business development, marketing, programming, and operations management for an awards program vertical.  She initiated the inclusion of revenue metrics within awards program entrant reports; enhanced tracking, analytics and reporting with company-wide awards program vertical segmented tracking and analytics, developed a data driven business development strategy for the health vertical, increased prospective partnership and sponsorship segments, expanded revenue channels and cross sell and up sell opportunities, and streamlined processes. 

In 2016, Felicia served as the International Digital Marketing & Sales Enablement Lead, Employee Health & Benefits for Marsh and reported to the Senior Vice President (based in Singapore), Mercer Marsh Benefits International and worked with C-level executives. She led international digital marketing, sales enablement, analytics, content management and website design and development for the Mercer Marsh Benefits International brand relaunch. 

Felicia developed a strategic assessment of proposed Mercer Marsh Benefits International website platform models that covered usability, lead generation, content development, marketing, website tracking, analytics and business issues to address within a new Mercer website platform partnership. 

She also refreshed the Mercer Marsh Benefits International digital footprint, created Marsh’s first Brand Communications Team site and wrote the Mercer Marsh Benefits International website copy.

In 2014, Felicia served as the Social Media & Agency Marketing Director for Guardian Life Insurance Company and reported to the 2nd Vice President, Life Product and Agency Marketing. She led social media content strategy, organic content development and lead generation campaigns. Felicia oversaw the financial advisor thought leadership content and female talent recruitment campaign editorial calendars, creative asset development and third party curated content alignment with content marketing.

In 2008, Felicia became the AIU Relationship Manager for AIG’s Corporate eBusiness Strategy Group and reported to the Vice President, Corporate eBusiness. Felicia led day-to-day management of AIU/Foreign General (AIG’s international & principal business unit comprised of 4 key divisional areas, 10 regions and 80 plus countries) eBusiness projects including its global strategy, website design and development project for two hundred plus revenue generating websites. The project stakeholders were Country, Regional and Divisional Managers.

Felicia vetted the global strategy, website design and development project plans, enhanced the website tracking strategy to increase actionable data for key performance indicator analysis and developed project onboarding materials. Felicia strengthened the AIG Corporate eBusiness and AIU eBusiness partnership as she organized the work across functional areas. 

Prior to AIG, Felicia joined MetLife’s Institutional Marketing team as the Online Marketing Manager and reported to the Director, Institutional Marketing. She oversaw interactive marketing, media and web site analytics, content management, microsite development and marketing operations.

In 2005, Felicia became the Interactive Marketing Manager for Wyndham Hotel Group's (formerly Cendant Hotel Group) Days Inn US & Canada, Travelodge US & Canada and Super 8 brands and reported to the Director, Interactive Marketing and Web Content. Felicia managed search engine marketing, display advertising and content management for Wyndham Hotel Group's top brands in revenue generation and media spend.  

Felicia developed best practices for the Interactive Marketing department that improved transparency and stakeholder relationships. She designed the corporate-wide brand metrics report template that initiated combining media campaign and website analytics to provide actionable data for media reallocations.  The report was also designed to serve as sales and marketing presentation slides for the Regional Sales team co-op advertising campaign pitches to hotel property owners.

Felicia developed Wyndham Hotel Group's corporate-wide brand media spend budget analysis that identified $3.5 million in savings across all brands and improved corporate-wide media spend efficiencies. She also streamlined the enterprise-wide brand content management and campaign development processes during the peak revenue season.

In 2004, Felicia joined BET Interactive, LLC/Viacom in a newly created role as the Senior Manager, Marketing & Sales Support. Felicia reported to the Chief Operating Officer, headed up ad sales operations and managed every stage of the sales pipeline.  She partnered with the General Counsel on collaboration agreements and the Chief Technology Officer on website development projects. 

Felicia developed advertising sales pipeline and campaign reports, simultaneously vetted/negotiated sixty advertiser sales concepts and project managed twenty-six microsite campaigns resulting in increased sales bandwidth and revenue. She reduced collaboration agreement risk exposure, contract retrofitting and proposal approval lead times that increased efficiencies and revenue potential.

In 2002, Felicia was the Online Marketing Manager for Zeta (formerly DigitalGrit) when it was an early-stage startup pioneering search engine marketing and optimization.  Felicia reported to the Co-Founder & Chief Process Officer. She headed search engine marketing and optimization, email marketing, display advertising, media plan proposals and marketing operations on the Morgans Hotel Group, Berlex Laboratories, Avaya, ADP and Media Sciences accounts. 

Felicia wore many hats while managing clients, campaign development and optimization, copywriting, creative asset development, media planning/buying, landing page development project management, website tracking strategy and analysis, business development and campaign reporting and analysis. 

Felicia was part of a team that grew Zeta Interactive into a full-service digital agency. She developed product offerings, increased revenue channels and billings, automated reporting, scaled marketing operations and selected marketing and media planning tools.