EXPERIENCE
Virtuous
Vice President of Marketing
January 2025 - Present
Virtuous
Director of Product Marketing
April 2024 - January 2025
Pepperdine Graziadio Business School
Adjunct Faculty
August 2019 – Present
- Adjunct Faculty for MKTG 658: Marketing Management
Jewish Voice Ministries International
Chief Marketing and Development Officer
May 2023 - April 2024
Over my 10 years at JVMI, I had a lot of great opportunities and highlights:
Strategic Leadership
-Responsible for $30M+ strategic fundraising plan across all channels including broadcast, digital, print, and major donor across three entities including CA and UK
-Led 5 departments, 30+ people, multiple external vendors
-Contributing member of Executive Leadership Team
-Scored flourishing culture in multiple departments
Broadcast Productions
-Produced weekly syndicated television show
-Implemented monthly giving through TV show to increase LTROI
-Took on new department and turned around staff culture, processes, and results
-Implemented weekly podcast with 100,000+ listens
-Created multiple new DRTV shows from idea to implementation
-Produced award-winning Night of Promise production with CBN, raising $250k
Philanthropy/Major Donor
-Within 9 months, took on 9 staff and turned around department culture, processes, and results
-Increased culture score by 20%
-Implemented metrics and set expectations and goals; increased segment revenue
Marketing
-Grew digital acquisition from nothing to a primary acquisition channel with a 2 year breakeven
-Implemented telemarketing acquisition channel
-Led 5 website and content overhauls over 10 year span
-Implemented numerous marketing automations, highest performing hitting an ROI of 6:1
-Increased monthly donors by 400%; accounting for over 25% of total annual revenue
Database Management
-Implemented new CRM system with 99% data accuracy; project managed implementation across entire org that allowed for internal process changes and $300K+ cost savings in other areas due to the transitionJewish Voice Ministries International
Vice President of Marketing and Communications
September 2019 – May 2023
- Responsible for $30+M strategic fundraising plan across all channels including broadcast, digital, and print across three entities including CA and UK
- Develop acquisition and cultivation fundraising plan; increased spend in acquisition channels and lowered cost to acquire new donors while improving long term ROI
- Lead and oversee multiple teams to implement and execute strategic fundraising plan from day to day operations to overall vision; manage various external vendors to key metrics
Jewish Voice Ministries International
Sr. Director of Marketing and Communications
January 2019 – September 2019
- Develop fundraising plan for $30M organization across all internal and external marketing channels including print, digital, and syndicated television
- Responsible for strategic marketing plan of acquisition and cultivation fundraising and marketing programs including the execution of campaigns to support revenue and engagement goals
- Manage day to day operations of marketing and communications teams including oversight of 25+ employees and multiple external vendors
Jewish Voice Ministries International
Director of Marketing
October 2017 – January 2019
- Develop integrated demand generation and acquisition strategies and execute campaigns that support revenue and engagement goals; representing income of over $15M per year
- Responsible for developing a strategic marketing plan to increase visibility by advancing the brand identity and broadening awareness across key stakeholder audiences
- Manage all marketing channels including print, digital, publications, and products; including internal teams and vendor management
- Lead marketing staff; responsible for marketing strategy for entire organization including all internal and external marketing channels and international television show
Jewish Voice Ministries International
Marketing Manager
November 2015 – October 2017
- Direct and supervise a staff of nine employees; responsible for marketing strategy for entire organization including print and digital channels; representing income of over $15M per year
- Manage direct mail print process and strategy for production of quarterly newsletters, magazines and monthly appeals; including vendor selection and relationship management
- Lead strategic and day-to-day management of the ministry’s marketing efforts (including lead generation, revenue support, and partner engagement).
- Create, recommend and implement marketing program and campaigns for products, services and events for the ministry
- Collaborate with executive staff and department heads to create content, implement new and modified marketing plans and program initiatives.
- Manage and analyze results of all marketing programs based on objectives and recommend changes to approach based on performance.
- Develop integrated demand generation and acquisition strategies and execute campaigns that support revenue and engagement goals.
- Manage and resource external vendors to determine and establish service requirements to fulfill ministry marketing needs
- Recruit and manage a marketing team to support the development and execution of marketing department and strategy
Jewish Voice Ministries International
Online Marketing Manager
June 2014 – November 2015
- Develop and manage a comprehensive E-Marketing plan to include objectives, strategies and budget which produces the agreed upon ROI.
- Work with department directors to identify opportunities for e-marketing campaigns and to develop specific site content which supports department goals and objectives.
- Oversee all day-to-day operations and content development of the website, evaluating and recommending current and emerging technologies IE: email campaigns, external blog sites, and Facebook, etc.
- Evaluate web trends and activities of visitors to the site to optimize the user experience and develop strategies to expand the user base.
- Define, manage and tune market-specific SEO and SEM strategies
- Recommend design function to keep the web site attractive, creative and ranked high on internet search engines.
- Oversee search engine marketing to maximize website traffic including both paid/organic
- Oversee the integration and transfer of data between the online database and the master CRM database ensuring that each has the most current donor data files.
Jewish Voice Ministries International
Social Media Specialist
September 2013 – June 2014
- Cultivate new online/social media communities
- Interact in existing branded online/social media communities
- Social media management and interaction on the organization’s behalf on a daily basis
- Create engaging content and monitor relevant online conversations on a daily basis
- Initiate and develop brand awareness on key social sites such as Facebook, Twitter, Linked In, YouTube and blogs. Share useful content that generates awareness and connect like-minded people in search of information about Messianic Judaism and the Jewish roots of the Christian faith
- Help identify opportunities that promote growth on social media sites
- Contribute to and regularly update external social sites: Facebook, Twitter, YouTube, LinkedIn, WordPress and other community sites
- Recommend new social media tools, sites, and apps as part of the social media mix
- Use creative means to drive strong engagement and organic growth of all social media properties
- Produce a monthly webcast
Freelance Marketing
Marketing Consultant
September 2010 – Present
- Build and implement multi-channel marketing strategies
- Analyze advanced marketing data and make recommendations
- Determine and monitor customer acquisition and cultivation strategies
Unnamed Startup
Co-Founder
April 2012 – September 2013
- Co-wrote a complete business plan including financial projections, proposed budgets, market analysis, branding strategy and operations implementation.
- Pitched business plan to multiple investors from friends and family to angel investors.
Mayo Clinic
Medical Education Department
October 2012 – February 2013
- Gathered content and built tri-site medical school internal websites
- Built and edited graduate medical education fellowship and residency internal and external websites following company brand standards
- Analyzed student data and presented the information in the education department annual report
Mayo Clinic
Public Affairs Intern
May 2011 – July 2011
- Re-created and built content for over 200 websites reaching a company goal 6 months early
- Executed internal and external social media activities in support of Mayo Clinic branding
- Supported editorial needs for internal Mayo Clinic newsletters
- Fulfilled internal marketing plan tactics through management of internal electronic signage
- Developed biographies for all newly hired physicians
- Built space and capital information on websites for the start of the capital application process
Pepperdine University
GLEAN Team Member
January 2011 – April 2011
- Innovated new strategies to promote student learning communities
- Integrated students online activities with face-to-face classroom networks
- Modeled social networking best practices and etiquette
- Introduced original ways to use social media in the learning environment
Mayo Clinic
Education Department
October 2008 – August 2010
- Created e-mail blasts for marketing continuing medical education courses
- Updated external and internal education websites for various medical education programs
- Operated audience response system software at continuing medical education courses
- Compiled data for education packets to assist residents and fellows in orientation
- Entered and managed physician registrations in data management system
- Created brochures and calendars for marketing continuing medical education courses
- Maintained medical education databases and manipulated data for monthly reports
- Assisted coordinator to organize and set-up 22 apartments for rotational students
EDUCATION
Phoenix Seminary
Master of Arts - Biblical and Theological Studies
2018 - 2021
Pepperdine University, The George L. Graziadio School of Business and Management
Masters Business Administration; Marketing and Sustainability Concentration
2010 - 2012
Activities: Marketing Society, Healthcare and Life Sciences Society, National Association of Women MBA's, Values Centered Leadership Lab Case Competition Finalist, Graduate Christian Fellowship, Graziadio Christian Business Society
Northern Arizona University
Bachelors Business Administration
2005 - 2009
Activities: Graduated Cum Laude
VOLUNTEER
Standing Up To POTS
Board Member
May 2020 – Present
Christian Leadership Alliance
Advisory Council Member
May 2023 – Present
PUBLICATIONS
Sustainer Giving in a Subscription Economy
June 2020 - Outcomes Magazine
Two key trends driving sustainer program growth amidst non-profits.
https://outcomesmagazine.com/sustainer-giving-in-a-subscription-economy/
Raising Awareness Through Broadcast And Beyond
October 2016 - Responsive Fundraising Podcast
Discussion on juggling multiple marketing channels, coaching colleagues within an organization through changes in marketing and media, and the increase in digital engagement across platforms.
https://www.virtuous.org/blog/podcast-carly-berna-raising-awareness-through-broadcast-and-beyond/
Three Easy Ways to Survive a Marathon of Virtual Meetings
December 2020 - Pepperdine Business Blog
In the midst of the pandemic, many have moved to virtual meetings. If meetings weren't difficult enough, add long, exhausting days of virtual meetings to the mix. Learn three easy ways to survive the meeting marathon in this new, virtual world.
https://bschool.pepperdine.edu/blog/posts/three-ways-to-survive-marathon-meetings.htm
What Time Is It? A Difference in Definition
December 2020 - Pepperdine Business Blog
Where has the time gone? Some years feel both slow and fast all at once. The Oxford Dictionary defines “Time” as “the indefinite continued progress of existence.” But in Greek, there are two words for time, “Chronos” and “Kairos.” Learn the difference between these two words and what to do about it.
https://bschool.pepperdine.edu/blog/posts/what-time-is-it-difference-in-definition.htm
5 Unique Ways to Celebrate Easter Virtually
March 2021 - Patheos
Despite the pandemic, there are still ways to celebrate Easter virtually and experience joy, whether you are alone or with others.
REFERENCES
Tim Tiller
Proven C-level Executive & Board Member
I had the privilege of working with Carly during my tenure as Chief Operations Officer for Jewish Voice Ministries International. While Carly did not report directly to me, we worked closely on several critical projects and is a rising star within the organization. She constantly demonstrates the ability to utilize her diverse skills to effectively manage people, multiple projects always overcoming obstacles and completing the project on-time and beyond expectations.
In Carly’s management position, she successfully leads a team of 5 associates who report directly to her. Together, they are responsible for all aspects of JVMI’s online media presence. They manage content and messaging with the sole purpose of growing our partner base through direct paid marketing efforts while maximizing organic growth opportunities, all with the common goal of increasing donations to support JVMI’s mission and vision. These efforts includes the management of 3 separate websites, building mobile friendly platforms, coordination of all email marketing messaging and tracking the data analytics of JVMI’s web efforts.
As a result of her leadership, Carly made positive contributions to the rapidly growing organization. A few of the more notable success include:
• Web revenue increased 18% from 2013 to 2014
• Increased social media presence by 200% (followers and unique blog visitors)
• Created the framework for integrated communications marketing strategy for all channels within the organization
Based on my observations of how Carly performs in a management capacity, the following leadership traits can be expected:
• Intently focused on creating a verified, proven matrix by which her team can measure their work to achieve the highest standards, meet all required policies and procedures, and do it on time
• Respectful of authority, established rules, and company procedures; eager to work within the system and disinclined to bend or break the rules
• She is an exacting boss who takes her responsibilities seriously and will demand that her subordinates get things done right and on time
• Focused on specific tasks and the technical output of her team
• Confident and authoritative, making calculated risks within her area of expertise; she works quickly and expresses herself factually and thoughtfully.
Carly is values driven, a continuous learner, honest communicator, loyal and filled with integrity. Her ability to solve complex problems is impressive. Carly is an A player that organizations seek but seldom find or retain. She is the profile of a leader that is worthy of investing in and one that is committed to leaving a positive impact on the organization she serves.
Michael Alexander
Sr. Financial Analyst at Donlen Corporation
I worked alongside Carly on an entrepreneurial project after studying together for a year at the Graziadio School of Business and Management. Carly is an incredibly kind person to work with and is thorough in her analysis of business opportunities and risks. She has great determination to follow through on commitments and to create unique value in the marketplace. I highly recommend Carly based on her business acumen, work ethic, and strong character.
Michael Williams
Associate Professor of Information Systems and Associate Dean at Pepperdine University
Carly is a diligent and hard-worker who is able to inspire others to action with her actions and words. As a former leader in our student government, Carly impressed me and I believe she is highly capable.
Jay Schlum
Former Mayor, Real Estate Professional, licensed since 1992
I have enjoyed working with Carly on Social Media efforts. She assisted my business with great and innovative Social Media plans that proved effective.
Susana Shephard
Social Media Consultant, Mayo Clinic Center for Social Media
I worked with Carly in Public Affairs at Mayo Clinic when she served as an intern. She is bright, motivated, and driven with a clear sense of what needs to be done to accomplish a goal. Her calm demeanor and great listening skills make her a thoughtful team member. I definitely enjoyed getting to know her!
Siddharth Venugopal
Sourcing Manager at Paramount Pictures
I have had the opportunity to work with Carly in various projects for over 15 months at Pepperdine University. It is rare to come across someone as smart, efficient, and hard working as Carly is.
She is known for her organizational and communication skills and her attention to detail - particularly when it comes to presentations, she is excellent. Carly’s ability to understand social media marketing and market research in general is very impressive. Her vision on how to approach our E2B project and the marketing strategy she had come up with was highly appreciated by our clients and professors.
Carly has a personable quality that makes her well respected and liked by all the professors and fellow students. She is a pragmatic leader and an achiever. She will succeed in whatever endeavor she takes on and make everyone in her team look good.
Tiffany Deal
Training Professional
As a former social media specialist at Jewish Voice, I reported directly to Carly. While under her leadership and management, I quickly learned that Carly is proficient in a versatile textile of skills that combine together beautifully & make her an asset. She is creative, analytical, strategic, highly detailed (with the ability to think 'big picture' & vision-cast), quick-witted, collaborative, and so much more. Carly strives for excellence & efficiency in her work. She is confident & willing to challenge ideas for the sake of getting the best results. I gained wonderful insight & inspiration from working directly with her & watching her in-action as a team-focused servant leader. She never ceases to amaze me with her knack for conceptualizing communications & marketing complexities in a simplified way that affirm her business savvy skill, intellect. It's been a joy to watch her grow into the leader she is today. And, I admire her desire to continue to learn & expand her knowledge, skills.
