Aslihan "Ashley" Ayan Harvell

TIAA

Sr. Director Marketing Automation

JPMorgan Chase & Co.

- Responsible for defining, implementing, and managing the MarTech stack to meet the Payment team's growth and expansion opportunities 
- Assessing current capabilities while delivering on a MarTech roadmap which unlocks new capabilities and enables marketing in key areas like Integrated Marketing, Product Marketing, Events, Communications, Content Development, Channel Marketing, Lead Generation, Data/Analytics, and campaign deployment.
- Harness subject matter expertise for technology items, including data integration, cross-channel integration, aggregation of client touchpoints, and implementing new tools
- Leverage partnerships with other JPMC LOBs to develop integrated marketing plans and tactics that lead to new sales, deepening of relationships, and cross-sell opportunities
- Hold accountability for MarTech roadmap, capabilities momentum, effective usage of tools, and execution of marketing automation hub campaigns

VP, Martech

- Design programs for key merchant services client or prospect engagement programs by establishing strategy for ongoing automated programs including identification of messaging sequence, sourcing data to feed the automation and working to get data feeds prioritized
- Serve as liaison between marketing, partner and field teams, sales operations, IT, legal and compliance on matters related to the design and execution of automated engagement.
- Provide insights and best practice guidance for infrastructure, processes and data that achieve efficiency and effectiveness goals. 
- Establish and maintain thorough and accurate documentation of all work. 
- Keep abreast of trends and advancements within area of specialization, incorporating these improvements where applicable.
- Use experience and observations to inform future capability development and support complex marketing technology stack discussions including marketing automation, sales automation/CRM (Salesforce) as well as content tools.

VP, Marketing Automation

DemandGen

- Collaborate with clients and internal experts to gather requirements, document solutions,
translate business needs into technical execution, produce documentation on SLA
requirements and new processes
- Work with clients to map the prospect and customer journey using scoring, nurture streams,
lead routing, automation and emails throughout the buyer’s journey.
- Analyze marketing and/or sales operational processes to identify and recommend
efficiencies
- Assist with and provide insights into database optimization including list segmentation, data
cleanliness and integrity within Marketing databases.
- Mentor and coach Junior Consultants and work closely with them to complete project tasks in
a timely fashion through effective delegation
- Work with clients to understand and provide guidance on reporting strategy, inside and
outside of marketing automation, to include key performance indicators, dashboards, and
closed loop reporting to track campaign activity, effectiveness, and profitability.
- Keep abreast of industry trends and work with senior management across Marketing to
outline a long-term vision for evolving tech-stack and processes.
- Clients: PODs, NetApp, HashiCorp, Fleetcor, Anaplan, Braze

Senior Solutions Architect

RealPage, Inc.

- Drive sales and marketing alignment with initiatives that support better data quality, improved lead quality, efficient lead management, and consistent reporting
- Define and create a framework for Operational Excellence to maximize team resource utilization and platform for growing and mentoring team members
- Own the marketing operations roadmap, ensuring marketing technology is evaluated, selected, implemented and customized to meet the needs of the organization
- Partner with product marketing, customer success and support to identify marketing and communication goals to ensure each campaign is being developed and executed to its maximum potential

Senior Manager, Marketing Automation

Demand Spring

Provided strategic and tactical oversight of Marketo’s instance of clients and the interactions with other integrated systems and data sources.

Responsibilities included
- Developing comprehensive understanding of clients’ Marketo instance and other marketing technology stack spanning internal and external capabilities, and developing opportunity analysis, gaps and under-utilized capabilities of their Marketo instance
- Providing leadership in identifying, developing, and documenting best practices and governance documentation to drive effectiveness and efficiency within the marketing organization through technology
- Leading training sessions to share and collaborate on Demand Spring’s marketing automation framework and best practices
- Launching marketing automation platforms from scratch, transitioning from a previous instance or platform and optimizing existing platforms to help raise their level of proficiency
- Building and optimizing lead scoring and distribution methodology to ensure quality leads are passed to sales development for qualification and for increasing efficiencies and conversion rates
- Defining and developing templates to allow clients to create and maintain operational, event, drip, and nurture programs
- Troubleshooting and QAing campaigns, workflows, data issues and other key marketing ops functions
- Segmenting and leveraging the marketing database, and maintaining data hygiene within Marketo for greater marketing campaign efficiency and effectiveness
- Defining and creating dashboards and reports to measure all aspects of the marketing lead generation engine: database cleanliness, campaign effectiveness, pipeline contribution, overall business performance
- Collaborate with internal and external strategy and content consultants to enable clients to transform their stack and deliver wow moments to their marketing executives

Clients: BNY Mellon, Staples, Canon, Four Seasons, Vidyard, iCompass Technologies.

Senior Marketing Technology Consultant 

ID90 Travel

- Mine the customer and transaction database to create actionable reporting and identify prioritized areas of growth and improvement opportunities for marketing to test and pursue
- Monitor and analyze performance overall against lead targets and other marketing goals and make continual recommendations for optimization and growth
- Communicate with senior leadership on an ongoing basis regarding new and nurtured lead performance results, current incentives, and course corrections
- Develop and implement a process for email marketing creation requests and campaigns
- Benchmark marketing performance across markets, channels and products to stimulate the sharing of best practice

Senior BI / Marketing Manager

ReachLocal

Responsible for both demand generation and lead nurture programs, including responsibility for SEO, PPC, email marketing, marketing automation system, and integrated marketing programs.

- Manage corporate demand generation and lead acquisition channels with emphasis on paid search, online display and email marketing;
- Implement marketing automation strategies and tactics in conjunction with a robust CRM strategy utilizing SFDC and Marketo
- Implement testing strategies  to optimize success paths for landing pages and emails
- Own revenue growth of online marketing programs to achieve sales, cost per lead, ROI and total channel contribution goals
- Conduct reporting and analysis on program performance, including identifying business drivers and opportunities for improvement and building and maintaining easy to understand KPI Dashboards

Online Marketing Manager

System ID Warehouse

Duties included, but not limited to:
 - Maintain and  optimize systemid.com and other micosites’ content and site architecture for increased organic traffic and conversion;
- Monitor and analyze AIDC market searching habits, competitor websites and search engine marketing industry to drive strategic direction for SEO efforts and aid in  decision making resource allocation; 
- Develop Social Media marketing plan to aid in branding, create  competitive advantage and increase traffic and ranking to systemid.com;
- Design, develop and execute  triggered first time buyer, retention and lead gen email campaigns;
- Manage relationship with outside consultants and internal personnel including IT and product managers;
- Lead the Web Content Management System implementation project, scheduled to be released on Q2 2012.  
- Work under the supervision of the Director of Marketing.

e-Marketing Lead

Thru

Duties included, but not limited to:
- Designed, developed, and maintained corporate website under tight deadlines that match the creative and strategic vision of the organization while producing consistent results on all agreed upon browsers and platforms utilizing Dreamweaver, MS Access, Flash. Monitored and analyzed the success of the site utilizing Google Analytics. 
- Responsible for the development and maintenance of corporate intranet site utilizing Microsoft Office SharePoint Server.
- Designed, developed and maintained interactive marketing tools and collateral for product launches, campaigns and targeted programs utilizing Flash, Photoshop and Illustrator.
- Designed, developed and executed monthly customer retention e-newsletters and lead nurturing email campaigns, and quarterly partner e-newsletters utilizing ConstantContact and Campaignerpro.
- Collaborated with key constituents to plan and execute comprehensive integrated marketing plans (strategic and tactical) that nurture and grow the customer, lead and partner base; generate brand awareness and demand.
- Identified and executed areas for improvement across organization, working closely with sales, operations and marketing.
- Performed ad-hoc Salesforce.com administration and enhancement tasks to facilitate business needs.
- Worked under the supervision of the SVP of Marketing and Sales, and provided business-to-business marketing support to help drive revenue.

Web Project Manager

CA - Computer Associates

Duties included, but not limited to:
- Oversaw and executed the ca.com/education web updates between CA Education Marketing, CA Internet Marketing, CA. Legal and various business units; and communicating the corporate messaging to 56 country web sites, utilizing Dreamweaver.
- Key contributor in the implementation of Ca.com/education website utilizing the new Content Management System (Rhythmyx CMS).The implementation started on March 2007.
- Developed and maintained sales and marketing collateral under the branding guidelines, utilizing Photoshop and Illustrator
- Created the GUI for the training pages that launch from the product help menu, utilizing Dreamweaver, and Photoshop.
- Key contributor at Pre-Conference Education CAWorld 2007 as team DBA. 
- Worked under the supervision of the VP CA Global Education.

Internet Project Manager (Contract)

A visionary and a hands-on marketing technologist passionate about aligning technical capabilities with marketing strategies to optimize customer acquisition, engagement, and retention efforts.

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