Rachel Vermeal
National Alumni Community Manager · Outward Bound USA
Golden, CO
In My Own Words
A senior-level champion of operational excellence with strengths in brand communications and MarTech-driven customer journeys. With over a decade of significant outdoor industry experience, I demonstrate the ability to cultivate strong partnerships, deliver audience-growing campaigns, and build brand loyalty.
Work Experience
National Alumni Community Manager
Outward Bound USA2019 – 2020
Worked to build a stronger and more inclusive national alumni network by launching a community development plan while leading 11 schools across the USA in coordinated efforts to strengthen national recruitment and engagement of an estimated 1M alumni. - Skillfully used storytelling and developed marketing campaigns to weave the journey of compassion, skill building, and character development across seven decades of alumni - Connected and highlighted national alumni through in-person regional events, virtual national events, social media spotlights, and marketing tool kits - Database and Project Manager of customer data platform (CDP), data automation/flow/hygiene, and targeted customer experience efforts across marketing platforms - Managed nation merchandise and e-commerce and vendor relationships which experienced a YOY growth of 156% - Increased the national alumni community by 10X in 2020 with the use of targeted MarTech campaigns - Integral member of a team tasked with the cultivation of donors and moves management plans
Membership and Communications Manager
American Mountain Guides Association2018 – 2018
• Developed and maintained membership support services for a 4100-member professional trade association • Analyzed database records to identify leading and lagging indicators for engagement • Managed and designed member communications and benefit emails • Acted as staff lead for the Diversity, Equity, and Inclusion Committee and member efforts for under-represented communities • Staff administrator and developer contact for CiviCRM database
Membership and Marketing Director
Coloado Mountain Club2013 – 2017
• Responsible for developing and executing the annual marketing plan to grow membership for a statewide organization with an operating budget of $2.4M • Manage and develop brand identity, public relations and advertising strategy to maximize the reach of the Club story • Create multi-channel marketing campaigns to advance the benchmarks for sales and fundraising • Managed a team that actively drives the customer experience and implement collaborative strategies to strengthen product perception and customer retention efforts • Direct lead generation and member acquisition • Maintain a crisis communications plan and respond to the need for any crisis communications • Senior project manager and administrator for member and customer database administrator
