Felicia A. Carty is a digital marketing and communications leader with a cross-functional background in client side marketing, advertising agency account management, analytics, copywriting, content development, content management, web site design/development project management and advertising sales.
Felicia’s diverse background spans Fortune 100 companies to 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 recently served as the Digital Marketing & Sales Enablement Lead, Employee Health & Benefits for Marsh. 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 addressed usability, lead generation, content development, marketing, website tracking, analytics and business issues to address within a Mercer partnership.
She also refreshed the Mercer Marsh Benefits International digital footprint, created Marsh’s first Branded Communications Team site and wrote the Mercer Marsh Benefits International website copy.
Felicia previously served as the Social Media & Agency Marketing Director for Guardian Life Insurance Company. 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.
Prior to Guardian, Felicia was the AIU Relationship Manager for AIG’s Corporate eBusiness Strategy Group. Felicia led day-to-day management of AIU eBusiness projects including its global strategy, website design and development project for two hundred plus revenue generating websites.
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.
Felicia joined MetLife’s Institutional Marketing team as the Online Marketing Manager. She oversaw interactive marketing, media and web site analytics, content management, microsite development and marketing operations.
Previously, Felicia was the Interactive Marketing Manager for Cendant Hotel Group’s Days Inn US & Canada, Travelodge US & Canada and Super 8 brands. She managed search engine marketing, display advertising and content management for Cendant’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.
Felicia developed Cendant Hotel Group's corporate-wide brand media spend budget analysis that identified savings and improved media spend efficiencies. She also streamlined the enterprise-wide brand content management and campaign development processes during the peak revenue season.
Felicia was the Online Marketing Manager for DigitalGrit when it was an early stage startup pioneering search engine marketing and optimization. She headed search engine marketing and optimization, email marketing, display advertising, media proposals and marketing operations.
Felicia wore many hats while managing clients, campaign development and optimization, copywriting, media planning, landing page development project management, website tracking and analysis and campaign reporting and analysis.
Felicia was part of a team that grew DigitalGrit 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.
Felicia was an Account Manager for Mass Transit Interactive during web 1.0. Mass Transit Interactive was an innovative early stage startup. She managed interactive advertising (search engine marketing, banner, email marketing) media planning and buying, ROI analytics, campaign management/optimization and sponsored content site integration.
Felicia developed the agency’s first IP geo-targeted campaign and established campaign management best practices. Her media experience led to an interest in interactive television during the dot-com crash.
In 2001, Felicia founded and chaired the New York New Media Association Interactive Television Special Interest Group (NYNMA iTV SIG). NYNMA was the leading industry association comprised of 8,400 members from over 4,800 companies. She launched the iTV SIG at ad:tech NY and rapidly grew it into one of NYNMA’s most successful SIGs.
Felicia extended NYNMA’s reach into the broadcast media community. Felicia chaired and moderated panels, recruited a Co-SIG Leader, developed panel content, wrote event marketing copy, secured speakers, developed publicity partnerships and managed event planning logistics leading to a series of sold out panels.
Felicia’s affinity for technology stems from being raised in an IBM family. She began her career at Lintas Worldwide (IPG advertising agency) on the IBM PC Company account. Felicia later joined PC Magazine as an Account Representative, Advertising Sales.
Felicia graduated from Emerson College with a Bachelor of Fine Arts degree. While at Emerson, Felicia was a WERS 88.9 FM radio announcer. WERS 88.9 FM consistently ranks as a top college radio station.
Felicia served on the International Association of Business Communicators New York Chapter Board of Governors as a Vice President, Publicity during 2012 and 2013. She led social media, event publicity and publicity partnerships throughout her tenure.
Felicia conceived, developed and chaired the New York Women in Communications 2013 Women’s History Month panel, “Strategies for Success and How to Leverage Diversity & Inclusion Resources”. The panel featured the Center for Talent Innovation’s research findings on how to develop executive presence and secure high powered sponsors.
Felicia created a consortium of event partners among leading media and multicultural organizations and secured national media coverage. She initiated and managed twenty plus publicity partnerships. Felicia also developed the panel content, secured speakers, wrote the event marketing copy (social media, email marketing, online promotions) and press release that resulted in a sold out event.
Felicia has been a long standing champion of corporate social responsibility programs. Felicia conceived and developed the Junior Achievement of New York’s, “Opportunity Rocks” Summer 2006 Pilot High School Program.
The program covered financial literacy, work force readiness, career preparation, interpersonal skill development, leadership, arts and entertainment. Felicia initiated and led strategic alliances with the Museum of Modern Art and the Credit Suisse Foundation.
Felicia’s passion to support educational community outreach programs began as a Harvard College Phillips Brooks House, Mission Hill after school program volunteer while she attended Emerson College.
Felicia is adept at ramping up quickly. Her category experience includes financial services, insurance, technology, hospitality, travel, telecommunications, broadcast media, publishing and pharmaceutical.
"A pessimist sees the difficulty in every opportunity; an optimist sees the opportunity in every difficulty." - Winston Churchill