As executive director, marketing and digital experience, Amanda Schalyo is the APQC leadership team member responsible for creating a state-of-the-art user experience for APQC’s digital platforms, including the required performance analysis to continually optimize results. She leads every aspect of APQC’s digital experience strategy and its digital assets, from project scope to budgeting, scheduling, quality, risk management, and performance analysis. She also develops and oversees the APQC brand as well as the organization’s marketing and public relations strategies.
Amanda joined APQC in 2010 as director of marketing, where she spent a decade building APQC’s brand awareness and developing new ways for APQC members and prospects to engage with APQC. She has been instrumental in leading the marketing team to new levels of performance while continuing to build the brand and support APQC’s mission. She led the creation of an improved digital experience for members and the launch of a new digital platform with built-in tracking and metrics to help APQC better understand how members use its services. She also shepherded the creation and launch of the first lead nurturing and scoring system for APQC.
The processes and techniques she has developed and fine-tuned are still in use today, helping APQC reach more current and prospective members through email marketing, website maintenance, lead generation campaigns, social media strategies and thought leadership.
She is often tapped to lead APQC strategic initiatives related to branding, member insights, database management, and new product introductions. As a subject matter expert, Amanda shared her insights and opinions for APQC’s update of the Process Classification Framework® for operating process 3.0 Market and Sell Products and Services. She collaborates extensively with the IT department to develop processes to streamline, automate, and provide intelligent analytics to support marketing strategies and campaigns. Amanda co-led a project build APQC’s internal data warehouse and led the use case development for the lead scoring aspect.
When time allows, she serves as a media resource for outlets such as CMO Essentials, the American Society of Association Executives, and other marketing blogs and websites.
Earlier in her career, she served as senior marketing manager for Morgan Franklin Corporation and as senior specialist with BearingPoint. During graduate school, she secured internships with Ketchum Public Relations, the National Conference of State Legislatures, and KPMG Consulting.
Amanda earned her master’s degree in communication, culture and technology at Georgetown University and her bachelor’s degree in public relations and French from Mississippi State University. During this time she spent two summers studying abroad at the Université Laval in Canada and the University of Oxford in the United Kingdom.