TRUCE Software 2019 – 2022 Director of Marketing Primary focus was to increase the number and quality of inbound leads for sales through the oversight and execution of email, direct mail, webinar, ABM campaigns, and syndicated content ads. This was achieved using campaign analytics to optimize targeting (persona and industry), content engagement, conversion rates, and attribution modeling.
Results included:
Drove a 5x increase in qualified sales appointments– outsourced telemarketing with 50% less headcount than internal BDR team
Achieved 32% open rate and 14% click thru rate onemail campaigns – maximized response rates by leveraging A/B testing, content optimization, multi-channel engagement, segmentation, and targeting
Developed a steady drumbeat of ABM multi-touch campaigns – targeted named account buying groups
Doubled engagement of leads and BDR development– designed reporting tools and dashboards that identify and call out trends that impacted sales behavior, marketing strategy, and campaign effectiveness
Market Traders Institute 2018 – 2019 Chief Marketing Officer Chartered to turn around a $40M online education company that teaches Forex (Foreign Exchange) trading with live and on-demand classes, and trading tools. Leveraging direct response methodologies, marketing tightly managed the lead generation and qualification process to ensure the sales team was able to improve their close ratio, with a lower cost of acquisition.
Results included:
Increased sales close ratio from 2% to 8% – resulted in a 25% increase in revenues
Reduced churn by 20% – returned business to profitability with double-digit net margins
30% reduction in total marketing fixed operating costs – re-allocated budget and organizational design
50% advertising fee reduction with same lead capture rate – restored campaign metrics to industry benchmarks, implemented social media and reputation management, and renegotiated vendor contracts
Aprimo 2012 – 2017 VP of Global Marketing VP of Customer Success VP of Sales Primary focus was to generate new business and to expand existing accounts, accelerate acquisition within target industries, increase pipeline of qualified leads, and oversee the marketing and sales teams (demand generation, PR, sales enablement, alliance marketing, global operations, events, and BDRs).
Results included:
10x growth in customer base – translated to a 3x increase in monthly recurring revenues
300% increase in pipeline revenue – forecasted opportunities from new and existing customers
10x lead qualification – improved segmentation, targeting, and qualification of decision makers
SAVO2011 – 2012 VP of Corporate Marketing Created and led the corporate marketing team for a $30M sales enablement SaaS company (Series C) that strategically executed lead generation programs (email, event, social, digital, PR, etc.), evolved corporate messaging and branding for consistent sales execution, and established an overall strategic planning process that ensured transparency and improved cross-functional alignment.
Demand Generation – developed digital and social platforms and programs for lead generation; implemented analytics to optimize, monitor, and measure funnel performance; and launched new tools to track the source of leads and measure the conversion time
Messaging and Branding – implemented social listening tools to define positioning and messaging used in development of sales materials, collateral, and web site. Additionally, evolved branding for increased “human” element across all touch points
Strategic Planning – created a planning and execution oriented framework achieving lead gen and thought leadership objectives by implementing foundational tools, templates, and agency eco-system
MOTOROLA. 1997 – 2011 Director of Americas Marketing – Network Infrastructure Created and managed the regional field and brand marketing activities by establishing a thought leadership position in the region and defining consistent messages across all elements of the marketing mix.
Regional Strategy and Global Operations – identified marketing gaps and inconsistent messaging in market and then developed regional marketing solution based strategies that consistently positioned Motorola as a thought leader in high speed wireless broadband technology
Messaging Strategy and Brand Management – managed marketing communications activities to ensure that Motorola was positioned in a clear consistent manner – on-line, at events and in sales tools
Acquisition by Nokia Networks – led global work streams with representatives from both companies in media, brand, campaigns, events, sales tools and marketing operations / planning
Director of North American Marketing – Home & Networks Focused the North American brand strategy and the regional marketing role by redefining strategic brand platforms, creating tools for B2B sell-in and aligning product solutions with brand positioning.
Regional Brand and Market Segment Strategy – developed a comprehensive marketing strategy to consistently link sales objectives, product marketing activities, and brand messaging platforms
Solution Launches and Sell-in Tools – developed innovative advertising, micro-sites and sell-in tools that uniquely positioned Motorola solutions with its operator’s business objectives
Marketing Mix Management – evaluated, and restructured advertising and trade show investments to maximize interactive, social media, and CRM opportunities that drove regional business objectives
MOTOROLA Mobility
Director of Global Marketing Operations
Senior Manager of Latin American Strategy & Operations
Senior Manager of North American Promotions and Sponsorships – NFL, Indy Car, House of Blues, Pepsi
National Marketing Manager – AT&T Wireless, Verizon, Cricket Communications
Western Regional Marketing Manager
Account Executive - AT&T Wireless, Verizon
EDUCATION M.B.A. – Marketing and Finance NATIONAL UNIVERSITY, San Diego, California B.A. – Psychology UNIVERSITY OF CALGARY, Calgary, Alberta, Canada