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Maiya McCain Brooks

About

Marketing as a business discipline.

I approach marketing as a business discipline. Across agriculture, higher education, and financial services, my work has centered on the same questions: which audiences matter most, what the business needs from marketing right now, and how a team can execute consistently enough to measure what is working.

At Advanta Seeds, a UPL Group company, I manage marketing and communications across a multi-crop portfolio, coordinating with sales, technical development, and product teams so that product information, dealer and distributor needs, and seasonal timing translate into coordinated execution. Before that, at Northeastern University, I led marketing quality assurance and campaign compliance operations, and earlier managed full-funnel marketing for healthcare-focused graduate programs. My foundation in acquisition email at MetLife and editorial workflows at Johnson C. Smith University shaped how I think about testing, data validation, and repeatable process.

My business education, in marketing analytics and international business, informs how I read markets, interpret budgets, and plan from a global context to local execution.

01Experience

Where I've done the work.

  1. December 2024 – Present

    Marketing and Communications Manager

    Advanta Seeds — A UPL Group company

    Leads B2B and B2C marketing strategy for a multi-crop seed portfolio, aligning marketing with sales, technical development, and product priorities.

    • B2B and B2C marketing strategy across a multi-crop portfolio
    • Integrated go-to-market planning with sales, technical development, and product teams
    • Dealer and distributor enablement, including product and pricing resources
    • Localized campaigns aligned to regional and seasonal priorities
    • SEO-informed content
    • Campaign and commercial reporting
    • Marketing governance and workflow standardization

  2. May 2023 – January 2025

    Assistant Director of Quality Assurance

    Northeastern University

    Led marketing quality assurance and campaign compliance operations, building standards that made campaign execution more consistent across regions.

    • Marketing quality assurance, campaign testing, and validation
    • Campaign compliance operations and standard operating procedures
    • Lead-management and data-governance workflows
    • Cross-region execution standards
    • KPI analysis and risk identification
    • CRM and automation workflow consistency

  3. October 2021 – May 2023

    Global Campus Marketing Manager

    Northeastern University

    Managed full-funnel marketing for healthcare-focused graduate programs, including public health, nursing, and speech-language pathology.

    • Full-funnel marketing for healthcare-focused graduate programs
    • Segmented lead generation and program-launch support
    • Paid search and social, email, and lifecycle campaigns
    • SEO-informed web content
    • Collaboration with enrollment teams
    • Budget, CPL, conversion, and funnel reporting

  4. April 2020 – October 2021

    Digital Content Editor

    Johnson C. Smith University

    Managed website, email, and social content with an emphasis on editorial workflow and brand consistency.

    • Website, email, and social content
    • Content templates and editorial workflows
    • CMS updates
    • Cross-department campaign support
    • Brand consistency

  5. May 2019 – March 2020

    Marketing Consultant II, Acquisition Email

    MetLife Insurance

    Supported segmented acquisition email programs with a focus on testing, personalization, and data quality.

    • Segmented acquisition email, testing, and personalization
    • Lifecycle messaging
    • Salesforce and Oracle Responsys
    • Campaign QA and data validation
    • Performance reporting with analytics and technical teams
    • Landing-page and tagging support

Some dates overlap, as shown.

02Education

Education connected to practice.

MBA candidate, International Business

University of North Carolina Wilmington

Master of Business Administration, specialization in International Business

Expected 2026

  • International business → market differences, cross-cultural coordination, global-to-local planning
  • Accounting and finance → budget interpretation and commercial decision-making
  • Operations and strategy → repeatable processes and implementation
  • Business law → business-risk awareness and collaboration with appropriate reviewers

Bachelor of Science in Business Administration

University of North Carolina at Charlotte

Concentration: Marketing Analytics and Intelligence

  • Marketing analytics → segmentation, customer insight, performance measurement
  • Business analytics → dashboards, forecasting, prioritization

Curriculum-to-practice connections reflect program areas, not a list of specific completed courses.

03Capabilities and tools

What I bring, and what I work with.

Strategy

  • Marketing strategy and commercial growth
  • Product and channel marketing
  • Integrated go-to-market planning
  • Dealer and distributor enablement

Analytics

  • Funnel and CPL analysis
  • Campaign and commercial reporting
  • KPI analysis
  • Budget and resource allocation

Governance

  • Campaign QA and validation
  • SOPs and review checkpoints
  • Approval and escalation workflows
  • Data-governance and CRM consistency
Experience with · Analytics
Google Analytics · Tableau · SAP Analytics Cloud
Experience with · CRM and automation
Salesforce · Salesforce Marketing Cloud · HubSpot · Marketo · ActiveCampaign · Slate · Oracle Responsys
Experience with · Workflow
Adobe Workfront · Asana · Microsoft Power Automate · Miro
Experience with · Web and creative
WordPress · Adobe Creative Cloud · Canva · Figma
Experience with · Channels
Google Ads · Meta · LinkedIn Ads · Email · Direct mail