Resideo

Lead the development and execution of the omnichannel go-to-market strategy for the launch of a suite of proprietary SaaS subscription service offerings.

★ Establish product positioning, key value propositions, and messaging that resonates with identified target audiences, including businesses and consumers.
★ Develop push-pull strategies to drive awareness and demand to ultimately acquire, retain, and upsell customers to maximize lifetime value.
★ Create segmentation strategies and identify best-fit customer targets using both quantitative and qualitative inputs.
★ Support Sales team by developing the assets and collateral necessary to communicate value propositions and differentiators (e.g., product demo videos, sell sheets, testimonials, webinars).
★ Leverage market insights and VOC feedback to inform service offering improvements and increase velocity of adoption.

Channel Marketing Manager

Regis Corporation

Led the strategy, development, and execution of the marketing and communications plan for proprietary salon management technology. Collaborated with Operations, Marketing, Technology, and Communications leaders to drive brand-level adoption.

★ Partnered with Brand- and C-level executives by advising them on how best to communicate, educate, and drive software adoption among franchisees, using a tailored approach that spoke to the needs of the different brands.
★ Collaborated with Product Engineering/Management teams to understand platform functionality and new releases/enhancements; recommended improvements/influenced the platform roadmap based on user feedback.
★ Developed content related to product positioning, value proposition, and differentiators and worked with Creative Agency partners to develop the vehicles to deliver the messages (e.g., product demo webinars and videos, testimonial videos, newsletters)
★ Leveraged a data-driven approach to create segmentation strategies and define target audiences.
★ Partnered with Tech Support team to develop an asset library of support content intended to decrease calls and emails to the Help Desk (e.g., how-to videos and articles, FAQ and product-release strategies)

Select Impacts
★ Improved credibility among franchisees in viewing Regis as an industry leader in salon technology.
★ Strengthened internal and external communications by developing a scalable and repeatable approach to delivering key content.
★ Adoption rose 17 percentage points in 90 days, an 81% improvement.

Sr. Product Marketing Manager

BI WORLDWIDE

Supported B2B business development and customer retention efforts for key account as well as other emerging accounts. Leveraged a consultative sales approach to assess customer needs, recommend solutions, and create programs that drove engagement with employees, sales channels, and customers.

★ Led cross-functional teams of SMEs in the development and execution of client solutions that helped clients achieve their strategic objectives.
★ Collaborated with Sales teams on potential and existing customer opportunities by developing the tools, messaging, and concepts necessary to communicate solution value propositions and differentiators.
★ Ensured alignment with customer objectives and organizational capabilities by being the point person from pre-sales activity through implementation, which promoted customer engagement, retention, and satisfaction.
★ Partnered with Sales teams on how to strategically expand current customer business opportunities.
★ Provided projected costs and ROI to customers and helped them manage spend in alignment with project scope and objectives.

Select Impacts and Awards
★ Consistently delivered YOY revenue growth to the organization and received internal and external customer satisfaction scores that exceeded expectations.
★ Developed client sales strategy which delivered $1.7M in incremental revenue, an 11% YOY improvement.
★ Designed client strategy which generated 24,000 new customers, bettering client’s goal by 33%.
★ Created client employee retention initiative which saved $10M and reduced attrition by 30%.
★ Developed client solution to address driver safety which saved $3M and reduced unsafe driving behaviors by 24%.

Sr. Account Director

Collaborated with Sales team on growth strategies for emerging key account. Leveraged a consultative sales approach to assess customer needs, recommend solutions, and create programs that drove engagement with employees.

Select Impacts and Awards
★ Multi-time President’s Club winner, consistently delivering 6%-10% YOY revenue growth to the organization.
★ Led efforts in growing account by 62% (from $16M to $25M).
★ Designed client "balanced scorecard" program which saved $525M in quality & productivity improvement and generated $136M in add-on/up-sell revenue.

Account Director

Collaborated with Sales team in support of single, key account. Leveraged a consultative sales approach to assess customer needs, recommend solutions, and create programs that drove engagement with employees.

Select Impacts and Awards:
★ Multi-time President’s Club award winner, consistently delivering 3%-5% YOY revenue growth to the organization.
★ Developed client strategy which increased number of employees touched by annual recognition program by 50% and delivered 7% increase in revenue vs. previous year.
★ Created client solution which reduced customer calls into the business by improving first-call resolution by 5.7%, which delivered a savings of $19M.

Design Director

Led account team for single, key account to understand customer expectations and meet them with on-time, on-budget, and accurate deliverables. Served as the internal customer champion to ensure customer satisfaction.

★ Provided guidance to account team to ensure adherence to program specifications and deadlines.
★ Clarified project deliverables, specifications, timelines, and budgets and incorporated them into Statement of Work and managed Change process, communicating impact of changes promptly with customer.

Select Impacts and Awards
★ Earned President’s Award for developing concept which realized adoption into product portfolio and generated $100M in revenue across 10 years.

Customer Success Manager

Data-driven B2B marketing leader with a track record of driving awareness, interest, demand, and growth. Passionate about developing strategies that connect customer needs and objectives to organizational capabilities and offerings. Recognized for partnering with Sales teams, forming strong cross-functional partnerships with business unit SMEs, and delivering strong results in complex and fast-paced environments. With a unique ability to be both strategic and pragmatic, I have continually created value for clients and employers alike and am at my best straddling the line between strategy and execution.

Key Competencies Include:
★ Go-to-Market Strategies and Planning
★ Product Positioning and Messaging
★ Product Marketing
★ Channel Marketing
★ B2B Strategies
★ B2B2C Strategies
★ Content Development and Management
★ Sales Enablement
★ Cross-functional Collaboration and Coordination
★ Relationship Management
★ Budget Management
★ Project Management

Please send me a connection request or contact me at adam.j.bestel@gmail.com.

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