Humana

Product Marketing Specialist

Makelog

• Conducted market, competitor, and buyer/user persona analysis for emerging category SaaS startup as part of PMM Launch Accelerator certificate program. Generated new go-to-market positioning and messaging based on this research.
• Crafted sales pitch narrative and sales enablement assets for customer outreach, explaining unique value proposition.

Product Marketing Consultant

The Marketing Practice

• Generated competitive intelligence and market research, and crafted and presented project briefs (plans) to key stakeholders. Ensured cross-functional team adhered for successful delivery of 25 simultaneous projects.
• Served as voice of the customer (clients) for six agency departments and subject matter expert for three client teams.
• Defined parameters for agency product teams to bring new offerings to market, and positioned their value proposition to key customers, generating an additional 2.6% in incremental revenue beyond contracted retainer.
• Led tactical creation of ABM account strategy workshops with client sales teams to define market opportunities and challenges, and build tailored campaign narratives, go-to-market messaging, and sales enablement content for account-based marketing campaigns, ensuring strategies and assets met client and end-customer needs and objectives.
• Managed daily client communications and problem resolution for $1.5M campaign development business, defining deliverable parameters and ensuring adherence to timelines and strict project delivery standards. 
• Grew client engagement 363% by supporting delivery of campaign assets that drove $10 million in marketing sourced pipeline and 300% of benchmark campaign engagement.
• Ensured compliance and alignment with key strategic insights, account plans, messaging, client KPIs, brand guidelines, and use cases for projects across marketing channels.
• Team (shortest tenured in department) laid off in company-wide 16% reduction-in-force.

Marketing Senior Account Manager

Transmission

• Engaged as consultant to client marketing leadership and product marketing teams on projects generating market research, product positioning and messaging, and website design strategy revisions for enhanced lead conversion.
• Led daily project tactics and client and vendor communication to grow and sustain $500k account portfolio.
• Created and presented briefs, market and audience/persona analyses, estimates, SOWs, forecasts, and data reporting for successful scoping, monitoring, and completion of 17 programs across 8 key growth account clients. 
• Oversaw coordination of global ABM lead generation campaign that engaged domestic and international creative, strategy and account teams, client marketers, and sales teams to generate 2x KPI senior-level leads. 
• Guided digital media, strategy, content, and creative teams to deliver digital media campaigns, creative, content pieces, and omnichannel campaigns, ensuring strategy, deliverables and analytics satisfied client goals and needs.
• Team laid off due to loss of business after client restructuring.

Marketing Account Executive

• Facilitated and documented client and internal communication to drive project completion and ensure timely completion of crucial deliverables for projects across three key clients. 
• Collaborated across media and creative teams to prep and launch successful, innovative B2B ABM campaigns.
• Researched, reported and distilled essential client and marketing trend information to ensure program relevancy.

Marketing Assistant Account Executive

Willamette University

• Owned ground-up rebuild of aquatics department operations and culture with new systems, policies and procedures as Willamette's first Aquatic Coordinator.
•  Increased pool utilization by 50% with new operations and pool rental strategy, increasing rental revenue from $0 to more than $16,000.
•  Directed and supervised team of 10 lifeguards, including training, auditing, scheduling, hiring,  and policy compliance.
• Succeeded in ordering a pool lift to increase accessibility as part of a commitment to equity, diversity and inclusion. 
• Consulted with Campus Recreation leadership to draft and implement risk management and Covid-19 policies for the wider department.

Aquatics Coordinator (Program Manager)

City of Salem

Economic Development Intern

Hello! I'm a B2B product marketing specialist with marketing experience across cybersecurity, compute, storage, cloud, and workflow automation (much of it in SaaS). After starting in the agency world, I have a foundation in brand strategy and digital outreach, and a comprehensive understanding of go-to-market launch and campaign planning. 

I excel at conducting customer, market, and competitor research and intelligence, and using the insights generated to power positioning, messaging, and release communications that simply convey the complex to key target audiences. I enjoy creating and implementing strategic plans and systems to drive change and improve go-to-market effectiveness, and make the impressions that matter. 

After work, I can be found with a camera or book in hand, working out, or planning my next trip.

Taplio

Colin Hakeman's Linkedin Analytics

Colin Hakeman

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