The Baltimore Chapter of the American Marketing Association is an entirely volunteer-run organization. Each quarter, the Chapter selects a Featured Volunteer in order to recognize the extraordinary effort of these hard-working and dedicated individuals. The Featured Volunteers are nominated and voted on by the Chapter’s Executive Board.
Amy Barley of the Marketing Communications Committee has been selected as the Featured Volunteer for Spring 2021. Barley is the marketing manager at Eastern Savings Bank, a locally owned and operated community-driven bank headquartered in Hunt Valley. She is a “jack of all trades for everything marketing,” managing all of the bank’s traditional and digital marketing efforts. Prior to her current position, Barley was the communications manager within the Episcopal Diocese of PA for seven years, where she expanded its online and offline presence while being actively involved with various community outreach projects and events.
Barley discovered AMA Baltimore through LinkedIn just prior to the start of the COVID-19 pandemic. While in lockdown, she began looking for a volunteer opportunity that she could perform virtually. She connected with Lauren Yoffe, president of AMA Baltimore, and eagerly took on the task of managing the chapter’s email communications.
“I don’t really get to utilize my HTML skills much anymore, so this position allowed me to continue to build upon those skills and all the while feeling like I am still contributing to my local community,” said Barley. She executes several email campaigns for each event, bringing together images, alt text, calls to action and subject lines to drive event interest and registration. “I enjoy A/B and multivariate testing of these different email campaigns to determine what’s working and what’s not. It’s super cool to see everything come to fruition with successful campaign results and high event interest and registration.”
“Amy has been such a big help to me and the committee,” said Yoffe. “Her technical skills and creative insight have been invaluable to engaging our membership during this challenging year.”
Barley, who initially learned HTML coding while studying for her bachelor’s degree in communications and applied technology at Drexel University, has enjoyed the opportunity to revisit her roots. “While some might think of HTML coding as being stressful or boring, it’s very therapeutic for me. You can easily get lost in your element and forget about life’s problems when deep diving in code structures.” She has also learned that “not every marketing campaign will be successful, and that’s okay. But that’s also where the beauty of data-driven marketing lies. Look for those sweet spots of opportunity, and then optimize!”
As life begins to return to normal, Barley looks forward to continuing her volunteering and meeting members in person. “Community service has provided some of the most meaningful, rewarding and fulfilling relationships and experiences I never imagined would happen – and AMA is no exception.”
To learn more about volunteering with AMA Baltimore, please visit http://amabaltimore.org/volunteer/