Valid8 Financial

Demand Gen & ABM Lead

The Operations Company

Strategic Marketing Consultant

Virtru

Shaped Demand Generation strategy and led campaign development & tactical execution.  
●	Worked with cross-functional teams to develop personas, messaging and creative elements.
●	Created and executed integrated lead generation campaigns and ABM campaigns.
●	Led paid marketing strategy including SEO, Paid Search, Display & social media and managed digital agency.

Director of Demand Generation 

Managed marketing operations for Demand Generation, Customer Marketing and International Marketing.  
●	Hubspot, Bizible and Drift Admin responsible for workflows, database management and integration with other tools technology. 
●	Conducted major cleanup of data and fields which lead to improved lead scoring that increased behavioral MQLs by 30% while maintaining MQL: SAL conversion rate; quality.
●	Helped define buyer aligned journey for moving up market.

Marketing Operations Manager

The Sage Group (Bay Area)

Managed marketing operations in support of Monetization and Trello Pods for Atlassian
●	Established Product Qualified Leads (PQLs) and Product Usage Indicators (PUI) to help funnel acceleration and improve quality of MQLs being passed to sales. 
●	Spearheaded the definition and establishment of “low touch” lead process to help increase conversion rates for self-serve prospects.
●	Led process updates in Camunda, Full Circle, Salesforce, Salesforce Marketing cloud, and Groove.
●	Admin for Bizible, Drift and Engagio. Leveraged Salesforce, Marketo and Tableau for reporting.

Marketing Consultant @ Atlassian

Conga (Formerly Apttus)

Reporting to the VP of Marketing and Sales Operations, led process improvements and new tracking/reporting.  Supported demand generation team in program execution in Marketo including email, webinars and paid digital.
●	Improved reporting through development of new lead & campaign process and defining full funnel KPIs.
●	Marketo Admin responsible for executing all emails, automation, and maintaining the database. 
●	Expanded KPIs up the funnel from SQL up through awareness including establishing benchmarks.

CompuCom

Reporting to the VP of marketing, analyzed overall marketing and recommended optimizations including creative & lead follow-up process improvements and new tracking/reporting.  Coached/trained team of two specialists to execute daily lists needs and reporting.                                                                                     
●	Doubled MQL:SQL conversion rate (9% to 18%) by transforming lead process.
●	Reduced campaign creation lead time by 65% by implementing Agile methodology. 
●	Doubled web lead MQL:SQL conversion rates from 26% to 50% through process optimizations.
●	Implemented new tracking and reporting of marketing campaigns including defining KPIs.

Flexential (Formerly Peak 10)

Reporting to the VP of marketing, led marketing operations, demand generation and business development. 
●	Managed marketing specialist on daily list & reporting.
●	Coached/trained three business development reps. Led to 300% increase is SQLs.
●	Developed new lead follow-up process which increase total MQLs by 25%.

Duke Energy Corporation

Part of a team that developed the long term strategy for the newly created Customer Communication and Channel Strategy organization. Set the foundation for consistent and meaningful tracking and reporting for marketing and customer communications including developing, and  implementing standardized tracking to support the overall marketing strategy. Provided marketing managers with guidance on marketing and communication results and strategies.

Marketing Operations - Marketing Analyst

Managed program marketing for the Retail Services group. Product lines include PowerShare, Demand Response Automation, EnergyWise for Business, Power Manager for Business, EMIS, Appliance Recycling Program, Underground Protection, Water Heater Repair, and Outdoor Lighting. 

 - Marketing Planning & Execution:  Developed marketing campaigns, marketing plans and marketing strategy for product lines. Worked alongside other marketing managers, product managers and corporate communications to produce marketing collateral and channel creative. Collaborated with market specialists in residential and business markets, using their insights to inform marketing strategy and campaign design. Worked with market research to identify campaign target customer/market, appropriate criteria for list pulls for email and direct mail. Tracked and analyzed results for email and newsletter channels to send qualified leads to the account executives.

 - Customer Communications Planning & Execution:  Managed price increase for two non-regulated residential products including updating marketing materials and communicating the changes to internal and external stakeholders which resulted in a cancellation rate 10% of the expected cancellation rate. Managed regional communications with large business customers on rates, programs, reliability and other topics. Communication channels include email, direct mail, webinars and seminars. Tracked and analyzed results for email, and newsletter channels.

Customer Marketing Manager

Self Employed

- Marketing Strategy:  Develop marketing plans for small businesses including social media, SEM, SEO, promotions, etc. These plans include organic growth, pricing, bundling, upselling and other strategic recommendations. Evaluated tactical results to fine tune marketing plan. Review google analytics and sales data in order to make further recommendations. Trained small business owners and managers how to execute marketing tactics such as direct mail, Social Media, Google Ads,and Facebook Ads.

 - Media planning:  Create media plans for branding, and recruiting campaigns utilizing third party banner ads, SEM, display ads, billboards, transit ads, consumer print and other promotional opportunities. Research a variety of sites, publications, and other media for different segmentation including demographics, geo-targeting, diversity and industry. 

- Digital Marketing:  Developed and implemented social media plans. Set up and executed ads on Facebook and LinkedIn. Advised on the best way to establish a connection with followers through posting. Designed S.E.M. plans for Google Adwords. Conducted keyword searches to accurately target audiences. Developed copy for the ads. Consulted on the creative development and managed freelance designer.  Proposed ongoing modifications and site updates.  Produced new site map for the design of a new websites and blogs.

Marketing Consultant

Wells Fargo

Manage projects for the Online Sales and Marketing Group from end to end. Lines of Business include Online Statements, Online Banking, Small Business Online Banking, Mobile Banking, Mortgage, and Home Equity. Coordinated the development and execution of WIB/WEB banners (Splash & Jump) and Email campaigns.

- Launched new campaign management process:  Participated in the launch of a newly developed process to ensure projects were traffic from development through execution. Played a crucial role in fine-tuning the process and troubleshoot during the early development phase.  Helped in the development of reports in MRM tool, Unica. 

- Managed creative development:  Lead kickoff meetings with internal teams and vendors. Worked closely with creative agency, Ogilvy, in the development of all new creative. Assessed creative briefs to insure accuracy. Orchestrated all internal creative development including image searches, straight to production, and modified creative. Coordinated testing of campaigns prior to launch. 

- Trafficked creative through approval process:  Spam Scored all email campaigns and recommended changes to increase open rates.  Routed creative to different lines of business for review. Responsible for all legal approvals from risk and compliance, LOB legal and Sweeps legal. Charged with ensuring all files and approvals delivered on time to the execution team.

Marketing Consultant for Online Sales & Marketing Group (OSM)

Data-driven marketer passionate about optimization & creating efficiency

I’m a data-driven marketer with a passion for optimizing marketing departments through automation, data analysis, and Agile methodology. My expertise includes demand generation, targeting, annual plan creation, tracking/reporting, lead process optimization and marketing execution in both traditional and digital marketing tactics. I have experience with a large number of marketing technologies including marketing automation tools, project management tools, account-based marketing, and Salesforce.  I have worked at everything from Small startups to large national brands,  across multiple industries both B2B and B2C.

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