Contact

Elizabeth (Beth) Mason

File-download Envelope Linkedin

Branding, design, and marketing leader with over 10 years of hands-on experience across legal, SaaS/technology, hospitality, and B2B. Brand builder, from naming and identity to brand architecture, messaging, and website design. Develops marketing strategies and programs that align content, email, social, events, campaigns, and paid media with the brand and business.

Experience

Digital Content and Marketing Manager

Vorys, Sater, Seymour and Pease LLP  |  December 2022 to Present

Lead marketing for Vorys eControl, brand protection and channel integrity practice group, and support the group’s ancillary SaaS start-up, Precision eControl.

Brand and Positioning

  • Led naming of the Orion platform, from ideation and development through the positioning brief and formal leadership pitch, securing approval and anchoring the platform’s brand identity
  • Defined brand strategy and architecture with the SaaS business’s Marketing Manager, clarifying how the legal practice and the technology platform relate and where they separate
  • Help practice leadership refine frameworks, turning their ideas into usable content, presentations, and sales materials
  • Own the practice group’s voice and content strategy; maintain the style guide, terminology rulings, and compliance guardrails under attorney advertising rules

Strategy and Planning

  • Developed marketing and digital strategy and integrated campaign roadmap, aligning content, demand generation, and events with business development priorities
  • Partnered with Precision eControl’s Growth Marketing Manager on paid advertising for the Orion platform, shaping targeting, audiences and segments, messaging, ad content, and imagery
  • Advise on marketing budget allocation; build campaign, web, email, and event performance reporting and strategic recommendations

Web, Search, and Social

  • Reduced digital infrastructure costs by 98% and increased qualified lead generation through a dual-brand website relaunch and digital transformation
  • Doubled active site users and grew YOY search volume 15%+ through content strategy and site optimization (SEO and AEO/GEO generative discovery)
  • Worked with the Managing Partner of the London office to develop his executive social media presence, producing the practice group’s first social-sourced leads, an 800%+ lift in impressions, and more than 10x reach

Webinars and Events

  • Own eControl webinar planning, content, and execution, including abstract development, speaker coordination, landing pages and registration, social media and email promotion, slide decks, compliance review, and post-event follow-up
  • Produced eControl’s highest-ever webinar registration with 145+ registrants and reaching 8.1% post-event contact form conversion
  • Planned and promoted 2026 webinar series, including co-hosted sessions
  • Led marketing and promotion for hosted, sponsored, and industry events, including landing pages, segmented email, invitations, decks, speaker materials, and post-event content

Content, Email Marketing, and Operations

  • End-to-end email campaign ownership, including strategy, list segmentation, copywriting, design, deployment, and analysis
  • Brief, review, and produce content with the Senior Designer; manage copywriting, video, and other contractors as primary contact, including briefs, creative direction, and timelines
  • Translate complex legal, data, and technology concepts into executive presentations, sales decks, case studies, one-sheets, blogs, social and video content, and campaigns
  • Own the marketing technology stack, including AI tools used daily to speed research, drafting, and production

Qualiphied  |  April 2011 to Present

  • Creative direction, brand development, and customer experience consultancy
  • Design and execute brand identities, visual systems, and multi-channel creative campaigns
  • Work with executive teams to align creative strategy with business objectives
  • Past clients include the PGA, USPS, P&G, and Social Tees Animal Rescue

Balto Token  |  March 2022 to May 2023

  • Generated $70K+ in revenue in under four months and built a global collector community
  • Conceptualized, designed, and built NFT collection featuring 500+ unique layers of artwork
  • Built and managed a team of community managers and moderators, growing the community server 890%
  • Developed the brand ecosystem, including visual identity, UI/UX, digital content, merchandise, and go-to-market strategy

Weedmaps (formerly Enlighten)  |  November 2021 to August 2022

  • Directed omnichannel marketing initiatives with Head of Marketing, contributing to a 30% increase in revenue and customer retention, ahead of the company’s acquisition
  • Improved click-through rate (CTR) by 15% through content and UX changes
  • Developed compliant campaigns for the regulated cannabis industry across DOOH, retail SaaS, and event activation divisions

The Yards  |  April 2020 to November 2021

  • Grew social media following 1,000%+ and earned a 4.8/5 rating within six months of launch
  • Secured Tier 1 coverage in The New York Times, Forbes, Golfweek, and Visit Florida, plus organic content from ESPN, NBC Sports, PGA TOUR, Barstool, No Laying Up, and iHeart personalities
  • Developed the brand identity, visual design system, voice, event concepts, and marketing strategy
  • Built the pre-launch member relations and event sponsorship programs
  • Held P&L responsibility, managed vendor partnerships and budget, and ran projects from business objective through execution

Total Distribution, Inc.  |  June 2018 to April 2020

  • Chaired the Social Media Executive Subcommittee, standardizing marketing across 50+ international locations
  • Reduced annual marketing spend 75%+ while increasing site users 14%+
  • Grew social following 59%+, increased reach 1,200%+, and raised the rating from 1.2 to 5.0 stars

Timuquana Country Club  |  November 2015 to August 2018

  • Earned 95%+ member satisfaction rating for redesign of club branding and communications
  • Provided communications and creative direction, including copywriting, editing, and design of newsletters, email marketing, PR, and website content
  • Developed internal and external membership and event marketing, collaborating with department heads, Board of Directors, committees and members

Jewish Community Alliance  |  May 2013 to January 2016

  • Redesigned agency materials for the national association’s rebrand, earning an honorable mention at the JCCA Biennial Convention
  • Selected for inaugural class of JCCA’s national talent management and advancement program

Skills and Technical Proficiencies

Creative Direction | Brand Strategy | Brand Architecture | Integrated Marketing | Content Strategy | Naming | Visual Identity | Email Marketing | Paid Media | Event Marketing | Webinar Programming | SEO | Answer Engine Optimization (AEO) | Marketing Technology | Marketing Analytics | Website Redesign | Front-End Development and UI/UX | Presentation Design | Vendor Management | Regulated Industry Marketing | AI-Assisted Workflows

Education and Certifications

Adobe Content Creator Professional Certificate | AI for Work and Life, University of North Florida | Six Sigma White Belt | Executive Certificate in Hospitality and Tourism Management, Florida Atlantic University | Industrial Design Coursework, Auburn University

Software and Tools

Adobe Creative Suite (Illustrator, InDesign, Photoshop, After Effects, Premiere, XD) | HubSpot | Salesforce | Google Ads, Analytics, Search Console, and Workspace (Docs, Sheets, Slides) | WordPress and Elementor | Figma | Power BI | Project Management Software (Asana, Monday, Trello) | Microsoft Office (Excel, PowerPoint, SharePoint) | Front | Stripe | Email Marketing Platforms (Constant Contact, Mail Chimp) | AI (ChatGPT, Claude, Gemini) | On24