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HW 2019 Insider: Alicia Roundy

Associate Vice President of Digital Marketing Strategies, Mortgage Bankers Association

Alicia Roundy is constantly pushing the Mortgage Bankers Association to evolve from a digital marketing perspective, and widening its exposure through leadership on social media and email marketing.

F2Roundy plays a key role in the communications strategy of the MBA, the largest trade group in housing finance. Roundy oversees web and email strategy and leads the promotional aspects of social media for the group. During the last 12 months, Roundy worked hand-in-hand with the group’s IT team and internal stakeholders to a new association management software system, more than doubled ad sales on MBA.org, launched a newly refreshed MBA.org website, worked to increase MBA’s engagement on all social media platforms, led the MBA’s initiative to utilize marketing automation and conversion data to understand marketing’s impact on sales, and continues to contribute on projects and initiatives throughout the organization.

“I have always approached my work with an eye toward new ideas that can help MBA reach its members. The challenges and rewards that come with researching, identifying and applying new approaches and tactics are what drive me every day.”

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