Kacyn Goranson

Exceptional Marketing & Consulting

Fractional marketing consultant and strategic lead providing assistance to multiple businesses at different stages, encompassing activities such as account-based marketing, operational process design, technical setup, and go-to-market strategy. 

Contracts span across various industries including real estate, recruiting, technology and marketing.

➥ Plan, execute, and optimize account-based marketing campaigns, resulting in increased target engagement and conversion.
➥ Direct all aspects of product marketing and positioning, including content development and in-depth persona research, to enhance market presence.
➥ Orchestrate successful product launches by conducting thorough market research, crafting strategic positioning, and developing effective go-to-market strategies.
➥ Develop and implement data-driven marketing strategies, utilizing analytics and market research to make informed decisions and drive growth.
➥Build, launch and optimize digital marketing efforts across various channels, including SEO, SEM, social media, email marketing, and content marketing, significantly boosting customer acquisition and engagement.

Vice President of Marketing | Demand Generation | Product Marketing

Worksuite

Developed and executed a comprehensive marketing strategy to increase brand awareness and generate revenue growth, including rebuilding the MarTech stack, creating a public relations plan and establishing formalized customer and internal communications strategies. 

➥ Drove a 52% increase in ARR value of opportunity creation in Q2 by boosting MQLs from Trials by 33% QoQ and MQLs from Demos by 86% QoQ through UX/UI enhancements and targeted paid search and social ads within our ICP.
➥ Collaborated with SDRs to develop weekly persona-focused messaging cadences, increasing MQL to SQL conversion rates from 10% to 30% over four months.
➥ Partnered with Finance to establish a 'Proxy' for best-fit customers and prospects, optimizing marketing and sales spend and efforts.
➥ Shifted from a lead-based to an account-based sales motion, targeting high-value accounts with higher annual revenues, and trained Marketing, BDRs, and Account Executives in this approach.
➥ Integrated the MarTech stack and developed executive-level dashboards and reporting systems for KPI visibility.
➥ Implemented internal communication strategies in partnership with People Success, enhancing employee engagement.

Vice President Marketing | Revenue-Driven Strategy | Demand Generation 

RevSure AI

Owned all go-to-market strategy planning, execution and implementation for this seed-stage start-up using AI to forecast pipeline and accelerate revenue, I drove tangible results in a short period of time. Partnering with Sales to achieve goals targeting $1M in revenue. 

➥ Achieved a 203% month-over-month increase in qualified lead creation through the implementation of a research-based marketing and content strategy.
➥ Secured executive-level alignment on the RevSure brand and value proposition, defining target personas, ideal customer profiles, and product messaging.
➥ Enhanced website SEO and user experience, driving demand among key audiences and accounts.
➥ Led and optimized all demand-generation activities, including PR, events, content marketing, SEO, and paid search, ensuring alignment with budget efficiency and revenue goals.

Head of Marketing, Marketing Operations & Demand Generation | Brand Development | Lead Generation

Knak

Part of the executive leadership team in a contract role for this Series-A MarTech codeless campaign creation platform built for enterprise marketing teams, I drove strategic initiatives to position the company for long-term success and scaled the brand across the SaaS industry and to key accounts. 

➥Aligned marketing operations and demand generation teams to create a cohesive and effective go-to-market strategy, achieving a $3M revenue target and generating 28% of new opportunities from the target ICP.
➥ Launched an Account-Based strategy with BDR and Sales teams, including a 6sense advertising campaign, delivering a 44x return on program investment to revenue created.
➥ Directed the prioritization of marketing initiatives, establishing scalable processes for future growth and efficiency.

Vice President of Growth Marketing | Series-A MarTech | SaaS Marketing | Strategic Initiatives

CM Group

I came on board this global pioneer in relationship marketing (now rebranded as Marigold), providing tailored, industry-specific martech solutions to a growing portfolio of thousands of businesses, and was promoted to Vice President of Marketing within 3 years, managing a team of 20. I played a key role in shaping the marketing organization's design and infrastructure, overseeing a full marketing budget across 10 brands, and partnering with C-Suite leadership to strategize, integrate acquisitions, and drive growth.

➥ Strategized and implemented organization design, infrastructure, and strategic plans, managing the budget and collaborating with FP&A to convert data into precise financial forecasts, creating actionable roadmaps.

➥ Developed and managed a sophisticated marketing technology stack, seamlessly integrating tools and systems across a rapidly expanding portfolio to ensure optimal data privacy and comprehensive reporting.

➥ Brands included Campaign Monitor, CM Commerce, Delivra (ended 2021), Emma, Sailthru, Liveclicker, Selligent, Cheetah Digital (beginning 2021), CM Group, Vuture

As Head of Marketing Strategy (2019 - 2021), I headed a team executing end-to-end brand and campaign management for three of the portfolio’s brands, Emma, Delivra and Vuture. Responsible for go-to-market campaigns, and brand management with a 20% YoY revenue growth.

Vice President of Marketing | Strategic Planning | Relationship Marketing | Operational Design

I was responsible for a $20M budget, collaborating with the FP&A team to create forecast models and maintain the financial viability of all key marketing initiatives. This included partnering with the legal team around marketing compliance, aligning with regulatory standards and practices to empower ongoing success.

➥ Engineered and implemented platform-specific automation and data-automation systems, driving significant efficiency improvements and elevating the marketing automation capabilities to a world-class standard.

➥ Led the expansion of marketing and campaign initiatives by overseeing MarTech stack operations, which resulted in enhanced capabilities and notable performance achievements.

➥ Created custom dashboards and reports that provided real-time visibility into key marketing metrics and KPIs, empowering executive leadership to make informed, data-driven decisions.

Director of Marketing Operations | Marketing Automation | Driving Growth & Performance Results

Computer Services, Inc.

As Digital Marketing Manager with CSI, I directed digital marketing initiatives, leading dynamic implementations to propel ongoing improvement and growth. 

• Integrated advanced marketing automation and web personalization tools, leading pilot personalization activities that significantly increased conversion rates and optimized customer reach.
• Conceptualized and implemented a unique multi-stage lead nurturing program, collaborating with leadership to expand the marketing qualified leads (MQL) strategy and drive higher quality leads.
• Overhauled the customer engagement strategy by launching comprehensive persona development processes and shaping automation workflows, effectively guiding leads through the buyer journey.
• Developed and executed tailored ABM strategies and campaigns, resulting in more targeted and successful marketing efforts.
• Advised leadership on best practices for marketing automation and email strategy, ensuring adherence to CAN-SPAM and GDPR compliance standards. 
• Partnered with the business intelligence team to maintain the integrity of customer relationship management software, enhancing data management processes.

Digital Marketing Manager

In this first role with CSI, I governed social media strategy, building creative engagement initiatives and a comprehensive brand guidebook to optimize digital engagement. 

• Spearheaded the creation and execution of a dynamic social media strategy, leading to a 30% increase in total website traffic by leveraging social media and pay-per-click campaigns.
• Created innovative engagement initiatives and a comprehensive brand guidebook, significantly enhancing digital engagement and brand consistency across all platforms.
• Established and standardized key performance metrics and measurement protocols, leading to the identification of critical improvement areas and the design of high-impact remediation strategies.
• Conducted detailed analyses of email marketing campaigns, utilizing insights from marketing automation platforms to inform strategic planning and optimize campaign performance.

Social Media Manager

Cyber Sytes, Inc.

Social Networking & Marketing Strategist

Tennessee Technological University Department of Athletics

Marketing Intern

MMA Creative

VP of Marketing | Growth Strategist | Revenue Optimization | Marketing Automation ➥ Building High-Performing Teams, Leveraging Innovative Strategies to Drive Growth & Impact

With over 14 years of experience as a marketing strategist and growth leader, my approach centers around achieving concrete results and real-world impact. I excel in highly competitive landscapes by implementing ahead-of-the-curve strategies. Passionate about uncovering the 'why' and 'how' behind business challenges, I guide teams to prioritize revenue results instead of vanity metrics and take a full-funnel view of the pipeline. I also understand the importance of leading with a healthy work-life balance and a sense of fulfillment, both for myself and for my teams. By keeping both outcomes and people at the forefront, I'm able to create a culture of success for my organizations.

I thrive in change management and high-growth environments focused on mergers and acquisition and operational challenges. 

Data-Backed Results
‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾
➥ Researched, launched, and optimized an Account-Based Marketing Program aimed at moving more up-market, with initial results showing a 44x return on program investment to revenue generated

Change Champion
‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾
➥ Collaborated with internal and newly-acquired stakeholders to establish culture, organizational and initiative alignment 7 times in a 3 year period

I have successfully leveraged budget, operations, and technology management to optimize results within revenue ranges from seed-stage start-ups and Series A companies to those with over $340M in revenue. I am adept at using data and analytics to pinpoint areas requiring optimization for increased marketing efficiency and building high-performing teams that deliver on ambitious revenue targets. 

My ability to understand and harness the power of technology is a key asset in creating a culture of innovation and continuous improvement. I possess a strong technical acumen that enables me to effectively leverage a wide range of marketing automation, CRM, PPC, ABM, analytics, and social media tools to drive business.

I am committed to catalyzing growth and reach through out-of-the-box marketing strategy. With my background in social media marketing, I’m always open to connect with other professionals and deliver value to my network here on LinkedIn. Let's connect and help each other.


CORE COMPETENCIES:
► Marketing Operations 
► Marketing Automation 
► Digital Marketing Strategy & Execution 
► Campaign Execution
► Revenue Growth 
► Sales Enablement 
► Account Based Marketing (ABM) 
► Marketing Analytics
► Marketing Compliance 
► Marketing Budget Management

Head of Marketing, Marketing Operations & Demand Generation | Revenue-Driven Strategy

Owning all go-to-market strategy planning, execution and implementation for this seed-stage start-up using AI to forecast pipeline and accelerate revenue, I have driven tangible results in a short period of time. Partnering with Sales to achieve goals targeting $1M in revenue, I spearheaded the development of research-based marketing and content strategies that have led to a remarkable 203% increase in contact creation MoM.

I have also been responsible for building and managing the RevSure.AI brand, ensuring that it resonates effectively with our target ICPs and personas. I have designed and implemented a scalable go-to-market tech stack process and systems, consistent with industry standards, to optimize our website for SEO and user experience, while creating demand within key audiences and accounts.

As a strategic marketing leader, I excel in highly competitive landscapes and thrive in change management and high-growth environments, having worked with both seed-stage start-ups and Series A companies.

Gotransverse

Revenue Marketing Manager

As a Revenue Marketing Strategist, I lead the alignment of initiatives across the sales, marketing, and customer success teams to drive substantial revenue growth. My responsibilities include:

- Leading strategic planning for Account-Based Marketing (ABM)
- Improving operational processes to enhance efficiency
- Implementing comprehensive sales enablement practices
- Conducting in-depth forecasting and performance analysis
- Optimizing technology stacks for better functionality
- Supporting the enablement of the B2B sales pipeline
- Spearheading global enterprise-scale B2B demand gneration initiatives
- Managing a team focused on content creation and web content management.

This multifaceted role requires a strategic mindset to effectively integrate cross-functional teams and resources, transforming our operations into a unified, high-performing revenue engine.

Revenue Marketing Strategist

Daily Bloom Marketing

In my role, I collaborate with clients to develop and refine their branding and marketing strategies, ensuring consistent and cohesive brand representation across multiple platforms. I design and execute integrated marketing solutions that encompass website design, email campaigns, social media strategies, multimedia content, and event planning to achieve client objectives. 

Additionally, I develop a comprehensive suite of sales enablement materials, including presentation decks, sales sheets, and brochures, aimed at enhancing the efficiency of deal closures. I also provide targeted coaching on the use of marketing and sales tools to optimize performance and manage relationships with creative vendors to ensure the delivery of high-quality deliverables that meet our strategic goals.

Digital Marketing Strategist

Spectrum Chemical Mfg. Corp.

As the Digital Marketing Manager at Spectrum Chemical Mfg. Corp. I spearheaded a range of successful digital marketing initiatives that not only enhanced customer experiences but also drove significant business growth. 

My leadership in these efforts resulted in a remarkable $500,000 increase in e-commerce sales, underscoring the effectiveness of the strategies we implemented. These strategies were carefully designed to deepen customer engagement and foster loyalty, ultimately lifting the customer lifetime value.

Additionally, I conceptualized and managed comprehensive multichannel marketing campaigns that significantly boosted our digital revenue streams. Notably, our email marketing efforts saw a 300% surge in digital revenue, illustrating the power of targeted and well-executed campaigns. Under my guidance, our team also successfully expanded our LinkedIn social network presence, achieving a 50% increase in followers within just one year. 

This growth not only expanded our digital footprint but also reinforced our brand's influence and reach in the industry. My tenure at Spectrum Chemical Mfg. Corp. was marked by a proactive approach to digital marketing, where innovative strategies and meticulous execution led to measurable success and substantial returns on investment.

BQE Software

Throughout my various roles at BQE Software, I consistently demonstrated a commitment to excellence, innovative problem-solving, and the ability to adapt and thrive in dynamic environments. 
My progressive promotions reflect my growing expertise and the trust my employers placed in my capabilities, further establishing me as a successful and impactful leader in the marketing industry.

My most recent promotion in January 2021 to Senior Marketing Manager marked a significant milestone in my career path at BQE Software. In this senior capacity, I was responsible for planning and implementing innovative marketing strategies to drive business growth, enhance brand visibility, and achieve company objectives. I oversaw GTM, demand and lead generation, and growth campaigns, and managed Independent Software Vendor (ISV) partner co-marketing programs. Additionally, I provided guidance to the marketing department, assisting the head of marketing in strategic decision-making. During my tenure, I played a pivotal role in driving the company's strategic initiatives, making a substantial contribution to its overall success.

Senior Marketing Manager

As the Integrated Marketing Manager at BQE Software, I developed and executed multichannel marketing campaigns to create a unified brand experience across all platforms. This position refined my ability to integrate various marketing channels and tools to maximize impact and reach, further enhancing my strategic thinking and execution skills.

Integrated Marketing Manager

In my role as the Demand Generation & Marketing Automation Specialist, I focused on driving demand and generating leads through strategic email campaigns, leveraging CRM and marketing automation technologies. My duties expanded to include managing automation platforms, implementing lead nurturing strategies, and conducting data analyses to ensure optimal campaign performance. This role enhanced my technical skills and deepened my understanding of digital marketing tools, preparing me for further career advancements.

Demand Generation & Marketing Automation Specialist

As the Marketing Project Coordinator, I was tasked with the meticulous planning and execution of a variety of marketing projects. My responsibilities included managing schedules, fostering collaboration among team members, and ensuring the timely and successful delivery of projects. I coordinated advertising, content, and event marketing campaigns, honing crucial skills in cross-departmental collaboration and project management, which laid the foundational skills necessary for my subsequent roles.

Marketing Project Coordinator

Sprite Animation Studios

I played a crucial role in adapting animated TV and movie content from Japan for international audiences. My bilingual skills in English and Japanese were instrumental in bridging the gap between the original Japanese content and its global viewers, ensuring a seamless cultural and linguistic transition.

My responsibilities encompassed a rigorous translation process where I ensured that the original scripts, dialogues, texts, and cultural references were not only accurately translated but also retained the original intent, tone, and style of the source material. This task required a deep understanding of both languages and cultures, which I effectively navigated to maintain the integrity and appeal of the content.

My expertise in localization, combined with my bilingual capabilities, allowed me to significantly contribute to the success of Sprite Animation Studios by making high-quality animated content accessible and enjoyable to a broader audience. 

This experience underscores my ability to manage and execute complex projects effectively, ensuring cultural relevance and linguistic accuracy in a fast-paced, dynamic environment.

Localization Production Specialist

Trojan Battery Company

I spearheaded the development of technical brochures and sales collateral by fostering cross-functional collaborations that leveraged the strengths of various departments. This ensured that our materials were not only informative but also aligned with our brand's core messages and values. Additionally, I crafted compelling product marketing copy for both print and online advertising, which played a crucial role in enhancing our product visibility and appeal.

My responsibilities also extended to writing both editorial and advertorial content for industry publications, helping to establish our company as a thought leader in the industry. I managed a variety of events that provided direct engagement opportunities with our customers, further strengthening our relationships and brand loyalty.

Furthermore, I was in charge of managing the content for our distributor website portal and co-marketing initiatives, which involved close coordination with our partners to ensure cohesive and effective marketing efforts. I also oversaw our social media platforms, developing content that increased our digital footprint and engaged a broader audience.

Overall, my strategic and hands-on approach in these areas not only increased our market reach but also significantly contributed to our marketing objectives, proving my ability as a successful marketer who can drive results through effective communication and innovative strategies.

Marketing Communications Specialist

Sun Chlorella USA Corp.

As the Marketing Copywriter for the Japanese nutritional supplement company, my role oversaw the development of its direct-response mail campaigns. I managed a team of both internal and external content writers and creative staff while assisting with project management, rigorous editorial oversight, trademark management, and the translation of content from Japanese to English. I also conducted fact-checks with the board of healthcare advisors for regulatory compliance while ensuring alignment with business objectives and customer needs. Additionally I played a key role in fostering employee engagement through regular internal newsletters, contributing to an informed workplace environment.

Marketing Copywriter

Mattel, Inc.

As the Marketing Coordinator for Mattel in the Japanese toy market, I collaborated extensively with our exclusive partners, Bandai and Kyosho, to effectively brand and market Barbie and Hot Wheels products. Spearheaded the marketing support activities between the local brand & marketing team, regional partners and cross-functional stakeholders to align on objectives and facilitate campaign execution and asset management by helping to foster relationships with key stakeholders to facilitate collaboration and ensure a unified approach to marketing initiatives.

Marketing Coordinator - Japanese Market

I am a successful Digital Marketing Professional with over 15 years of experience, specializing in driving growth and enhancing brand visibility in B2B SaaS and B2C environments. As an expert in developing targeted campaigns, I have successfully increased e-commerce sales, customer engagement, and digital revenue across various channels, including event marketing.

My expertise in SEO, PPC, and Analytics helps me optimize web presence and streamline lead generation processes. I am also skilled in building customer personas, which enable me to tailor marketing strategies effectively to diverse audience segments.   

My ability to adapt to different roles and responsibilities is a testament to my versatility and readiness to take on new challenges. Whether collaborating with cross-functional teams or managing vendor partnerships, I bring a strategic vision and digital expertise that is always tailored to the unique needs of the B2B SaaS marketing landscape, delivering impactful results in a dynamic, customer-focused organization.

taplio

The Battle

Kacyn Goranson

Kari Weinberger

Followers

Posts

Engagements

Likes

Ready to grow your LinkedIn presence?