Washington, D.C. — mdg, A Freeman Company, has appointed industry luminary Erin Lee to oversee the continuing growth and transformation of its digital, data and web departments. The hire is part of the organization’s ongoing commitment to help association and event clients maximize the value of their investments in digital tactics and technologies. Lee will collaborate with Customer Journey Architect Marc Blumer, Freeman’s SVP of Data Solutions Ken Holsinger and a team of strategists who have spent the past several years developing innovative marketing solutions designed to achieve personalization at scale.
Lee has 20 years of experience in digital marketing, automation, event strategy and association technology and has led highly effective and award-winning campaigns for numerous organizations and international brands in the transportation, construction, food, manufacturing and healthcare space. In her most recent position at the Biotechnology Innovation Organization (BIO), Lee led a high-performing digital marketing team to successfully launch association programs, technology platforms, including BIO One-on-One Partnering, and a global portfolio of events, including the BIO International Convention.
“mdg is continuously adapting to meet the ever-changing and increasingly complex needs of association and event clients,” says mdg Chief Marketing Strategist Kimberly Hardcastle-Geddes. “Together with our colleagues at Freeman, we have a top-notch team of data scientists, web architects and coders, and experts in display, SEM, programmatic advertising, paid and organic social, virtual events and more. With Erin, we now also have a brilliant strategist who possesses the technological literacy needed to navigate digital acceleration, both internally and externally.”
Joining mdg in the wake of a global pandemic that has quickly accelerated the need for digital transformation, Lee will be managing myriad responsibilities against the backdrop of an ever-evolving media and event industry landscape. In addition to nurturing a culture that supports technology-driven initiatives and identifying areas where synergies between new digital solutions and the rest of the business can be realized, Lee will be helping agency clients adapt their strategies to contend with the ongoing evolution away from mass marketing and toward increasingly targeted and data-driven marketing.
According to Lee, “Prior to the pandemic, leaders within our industry considered digital transformation as an aspirational goal, making incremental investments or improvements with the expectation of achieving marginal attendance, membership, engagement or revenue gains. In this new business context, organizations are evaluating the kind of wholesale change that can protect against future uncertainty and accelerate growth and profitability in truly meaningful ways. I couldn’t be more excited to be in a role that puts me at the forefront of this evolution.”
mdg, A Freeman Company is a strategy-driven agency with a 44-year track record of delivering results. Made up of marketing researchers and strategists, digital and interactive media experts, event and association management specialists, data analysts and a robust creative team, the 85-person agency offers complete marketing solutions to association, event and corporate clients.