Cassidy Milder

MasterControl

Vice President of Demand Marketing

Enigma Technologies, Inc.

Enigma builds world-class data infrastructure, developer-friendly APIs, and intelligent tools to automate trusted decisions related to the identity and financial health of every small business.  

-Lead all growth marketing functions, including demand generation, account based marketing, paid media, field and event marketing, and SEO to successfully scale new, cross-sell, and channel pipeline build
-Create and manage marketing strategy and budget tied to company quarterly and annual revenue plans
-Own revenue operations, including Marketo, Demandbase, and Salesforce administration 
-Own website management and CRO, including seamless site migration from Contentful CMS to Webflow, including 200+ pages, design, and component updates 
-Maintain tight alignment with sales, product, and finance teams to ensure productive feedback loops and accurate forecasting and tracking

Head of Demand Generation

Gympass

Gympass is a corporate wellness platform, offering the best network of gyms, studios, classes, personal trainers, and wellness apps - all in one employee benefit.

-Led revenue marketing team consisting of demand generation, paid media, lifecycle, and field marketing for Enterprise and SMB across 9 countries (US, EU, LATAM)
-Strategized the full B2B2C marketing lifecycle to drive $25M in marketing-sourced B2B revenue and $58M in B2C member growth revenue annually

Senior Director of Global Growth

SecureLink

SecureLink, acquired by Imprivata, is the industry leader in critical access management, empowering organizations to secure access to their most valuable assets, including networks, systems, and data.

-Lead strategy, forecasting, experimentation and execution across integrated marketing team to drive $17M in yearly pipeline build in a high growth and fast-paced environment
-Manage integrated marketing strategy and execution across the followings: account-based and strategic enterprise campaigns, field marketing and events, email marketing, content syndication/sponsored content, public relations, SEM and programmatic campaigns, SEO, website, graphic design, and marketing automation/BDR operations
-Forecast, prepare, and allocate annual marketing budget (~$4M) across marketing technology stack, marketing automation, marketing communications, and demand generation programs
-Collaborate with internal Business Development, Sales, Account Management, Product Management, Product Marketing and Revenue Operations to ensure organizational alignment and track team progress against goals

Senior Director of Integrated Marketing

-Scaled marketing organization from 3 to 14 employees, with 8 direct reports, managing organizational change throughout Covid-19 while successfully hitting all top of funnel KPIs and pipeline growth targets
-Owned project management surrounding company re-brand, including new pillar messaging, brand colors and guidelines, new logo and tagline, and website redesign
-Oversaw coverage across brand positioning, demand generation, account-based marketing, marketing communications, digital media, SEO, content marketing, public relations, analyst relations, website management, graphic design, channel/partner marketing and marketing automation
-Transitioned marketing model from a majority outbound prospecting method to a content-centric inbound approach through full-funnel integrated campaigns, increasing average session to form fill 230% and quarterly opportunities 36% YoY

Director of Demand Generation

SparkCognition

SparkCognition’s AI solutions allow organizations to predict future outcomes, optimize processes, and prevent cyberattacks.

-Led team of 4 (marketers and sales development representatives) responsible for driving $8M in yearly global bookings at B2B SaaS startup through email, paid media, SEM/SEO, Google, Display, social, affiliate programs, webinars and events
-Owned creative campaign processes end-to-end, from KPI setting through brief writing, project management, and budget allocation to strategic development, deployment and measurement
-Launched SEO initiative and drove agency partnership to manage execution of website updates to raise organic search rankings and increase traffic to high priority landing pages
-Monitored and analyzed conversion by source and by product through the entire marketing funnel for presentation to executive team on weekly, monthly and quarterly basis
-Partnered cross-functionally with creative and design, global sales, product marketing, product management and corporate communications to ensure campaign alignment, sales enablement and successful execution of all tactics
-Managed budget for demand generation technologies, sales development toolkit, vendor contracts, and execution across all tactics including paid search, SEO, email, third party content syndication

Senior Marketing Manager, Demand Generation

Planview, Inc.

Planview's full spectrum of portfolio management and work management solutions enables customers to transform at the speed of opportunity and deliver competitive products, services, and customer experiences.

Demand Generation Responsibilities:
-Led team of 3 marketers responsible for generating $14M in yearly new logo demand for Planview's solution offerings across NA; collaborated closely with EMEA leadership to drive marketing impact globally
-Scaled an account-centric strategy by combining account-based tactics with a traditional demand generation approach to optimize 1:few campaigns specific to our ideal customer profile
-Monitored and analyzed conversion through the entire marketing funnel on weekly, monthly and quarterly basis
-Partnered cross-functionally with sales, product marketing, marketing operations, Account Based marketing, and customer cross-sell teams to ensure campaign alignment, sales enablement and successful execution 
-Estimated and managed yearly budget for demand generation technologies, vendor contracts, and other tactics
Account Based Marketing Responsibilities:
-Launched account-based approach for the Eastern NA sales region, closely integrating with territory AE’s and ADR’s to successfully drive $3M in new logo pipeline within target accounts
-Developed and executed bottoms-up strategies, content and creative assets for 1:1 and 1:few campaigns, including project plan/timeline, ideal customer profile targeting, email/digital marketing strategy, and events
-Tracked account engagement data and surging search terms to capture MQA’s and measure campaign ROI

Senior Marketing Manager, Demand Generation and Account Based Marketing

-Managed one marketer responsible for driving awareness and demand across NA through integrated marketing programs, generating a 108% increase in MQLs and a 40% increase in TQLs
-Completed end-to-end coordination and management of demand generation programs including planning, promotion, execution, optimization, and reporting
-Strategized multi-channel integrated programs to include touches through content syndication, digital advertising, social media, email marketing, events, and webinars
-Assisted in content creation including, blog posts, sales sheets, landing pages, ebooks, etc.
-Tracked MQL activity for weekly roll-up reporting to management along with continued funnel activity for each individual campaign for QoQ reporting
-Partnered with sales to ensure campaign alignment and execution
-Planned, managed and executed on Planview's participation in trade shows, including industry-specific events nationally and SXSW locally

Demand Generation Marketing Manager

Modernize

-Marketo Administrator; developed, executed and optimized email marketing strategy for all B2B programs, increasing won deals from email channel 150% in my first three months
-Introduced LinkedIn as a B2B channel as well as ran campaigns across Facebook and Adwords
-Worked directly with SDR, Regional and Enterprise sales teams to define lead qualifications
-Tracked MQLs, opportunities, demos and won deals to roll up reporting to executive team
-Assisted in content creation for blogs, e-books and advertorials for cross-channel content marketing

Demand Generation Manager

SolarWinds

-Implemented B2B lead generation strategy to support a high volume, high velocity software sales model
-Researched, designed, and executed targeted creative campaigns through email marketing automation, social media, and third party syndicated content
-A/B tested to optimize email campaigns through templates, subject lines, creative, and target drips
-Analyzed and interpreted data from campaign performance, social statistics, lead generation and conversion to successfully exceed targets of 20% year over year growth
-Developed brand voice and creative content for social presence across all platforms, increasing followers year over year by 107% on LinkedIn, 18% on Twitter, and 41% on Facebook

Marketing Specialist, Demand Generation

Lithium Technologies

-Conducted detailed market research, wrote and distributed marketing materials, and organized external events to drive 4x sales prospect pipeline in a B2B environment
-Conducted internal briefs and reviews to analyze and optimize open lead and sales opportunities
-Distributed educational assets to familiarize the sales team with purchased event contact lists

Field Marketing

The University of Texas at Austin

-Served as a reference for students and liaise between them and the professor
-Assembled and grade students’ work and maintain all paperwork accordingly

Graduate Teaching Assistant

Integrated marketing leader with background in B2B demand generation, account based marketing, creative campaign strategies, and marketing technologies focused on digital transformation. 

Proven history of building and scaling demand generation infrastructure aligned with core business objectives to drive pipeline and revenue. 

I have the most fun when leading dynamic, high performing teams to greater success. Bring on the challenges!

SPECIALTIES: Marketing Strategy and Leadership, Demand Generation, Lead Generation, Sales and Marketing Alignment, Marketing Operations, Marketing Automation, Content Marketing, Project and Event Management, Thought Leadership, B2B SaaS.

Enigma builds world-class data infrastructure, developer-friendly APIs, and intelligent tools to automate trusted decisions related to the identity and financial health of every small business.

-Lead demand generation and account based marketing functions, including digital media, third-party programs, email marketing, webinars and events, verticalized across three unique use cases to drive maximum pipeline in new and cross-sell opportunities.
-Lead revenue operations, including Marketo and Demandbase administration and the management of external Salesforce administration.
-Lead SEO strategy; hired and onboarded SEO agency, completed site audit, and manage all tactical execution including technical site updates, external link building, and keyword-focused content.

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