Absorb Software

Marketing Automation Specialist

Mercury Systems

Lead technology expert for Marketing Operations department, Marketo Admin and integration and process SME for tech stack. Liason between demand gen efforts, technologies and sales organization.

Supervised junior Marketing Operations colleagues day-to-day activities, collaborating in Marketo campaign ops and developing their platform ops skills. 

Drove accelerated 8-week implementation of Wrike project management software, worked with stakeholder group of 30 to identify requirements and build system to optimize productivity and reduce administration.  

Brought on Jeto.io software to increase efficiency across campaign requestor base, enabling self-serve for standard Marketo email and event programs. 

Implemented Lead Lifecycle model for complex organization of eight unique business units, working closely with Sales Operations and IT teams to implement across Marketo and Salesforce. 

Created comprehensive and scalable interest tracking model, improving accuracy and efficiency of database segmentation and providing deeper insight into the technologies and capabilities of interest to customers.

Produced cadence of Lead Funnel reporting and insights, addressing key focus areas of the business and sales organization. Data and analysis were used at Executive Leadership and Board meetings.

With only a 50% marketable database and 6% database engagement, developed and implemented reengagement program to reactivate dormant database and identify invalid or unengaged members. Maintained over 97% deliverability rate on regular database emails, doubled engaged database to 12% engagement and identified nearly 20% of the database as available for removal. 

Implemented advanced Marketing Qualification process for inbound leads, reducing the number of leads rejected by sales for Junk/Spam by 90-100% and increasing routing accuracy for general inbox leads by 30%. 

Integrated On24 webinar platform with Marketo including custom object to track additional webinar activities.

Marketing Program Manager III 

I served as Mercury's Marketo Administrator, focusing on scalability, systems integration, process optimization and greater team support. 

After a trend of decreased email deliverability and engagement I addressed the issue. Results included increased deliverability from 85% to 99%, doubled open rate from 20% to 40% and quadrupled click rate from 2% to 8%.

I led a cross functional team to document and optimize processes, determining SLAs  and created a playbook and intake documentation to streamline email production and approval process.  When bringing on Kapost, I worked with the Marketing teams to layout processes requirements, translating into Kapost workflows. Lead as Kapost admin for 18 months. 

During a web re-launch, refreshed form architecture and developed scalable routing model to improve user experience while aligning complex product offerings with internal routing requirements. I collaborated with the web team to develop CMS attributes to aid in routing and refreshed Marketo and Salesforce programming to align with corporate reporting structure. 

Supporting two acquisitions, I developed highly custom web forms with complex dependencies and visibility rules, enabling customers to configure product requirements before conversations with sales, serving high-quality leads.

After the implementation of Uberflip, I enhanced the integration with Marketo, including creating program templates to track by content type. This methodology enabled authors to see the results of their content, supported accurate segmentation and enabled more customized nurture sequences. 

Integrated Opt-In Monster to facilitate subscription to blog feed and integrated Digesto.io to automate regular send of blog content to subscription base. 

Implemented GDPR process and requirements. 

Supported events on- and offsite  including email and registration page development, and in-person support including event set-up/break-down, attendee on-site registration and exhibition staff.

Marketing Program Manager

I was our Marketo Administrator, focusing on scalability, systems integration and team support. 

After noticing a dip in our email deliverability and overall email engagement metrics, I created a testing and implementation plan to improve our performance. As a result, we raised our deliverability rate from 85% to 99%, we doubled our open rate from just under 20% an average of 40%, and quadrupled our click rate from 2% to 8%. 

I heavily supported our Kapost implementation, working cross-functionally to layout the processes of the  Marketing organization and translating into Kapost workflows, editing and optimizing as needed based on requirements of the team and serving as a system admin for 18 months. 

As we embarked on a new website, I refreshed our webforms and the back-end programming architecture in Marketo and Salesforce. Because of Mercury's comprehensive offerings and complex business unit structure, I collaborated with our web team to create a scalable routing model, improving both user experience on the website without sacrificing routing accuracy.

With the integration of two different acquisitions, I created highly custom web forms with complex dependencies and presented values. These forms, while extensive, served sales with many high-quality and highly-interested leads.

After the implementation of Uberflip, I developed an integration with Marketo, including program templates to track engagement by piece and specifid by content type. This tracking enabled the team to see the results of their different content pieces as well as use the tracking data to develop audience segmentation based on interest and influence the cadence and language of nurture campaigns.

Marketing Program Manager I, II

I was our Marketo Administrator and sole user, responsible for all email, content tracking, lead flow and the database. Additionally, I supported other teas as needed. 

I implemented an updated version of a legacy sales hotline using Marketo assets and created a multi-dependency form to support our Sales Operations team; our general Sales inbox and phone line received dozens of inquiries a month and the hotline allowed the initial recipients to route leads accurately as we acquired new lines of business and the sales organizations shifted. 

As Mercury acquired companies, I optimized and scaled existing lead processes and routing, incorporating data and routing requirements to six sales teams. 

Built a preference center to manager user subscriptions to our newsletters and other communications. 
Created Marketo program templates for emails, events and collateral tracking, decreasing production and deployment time by 75%.

I implemented Mercury's process to comply with CASL requirements. 

I supported event efforts by creating pre- and post-event emails and developed account-based emails to support our sales team's effort in booking meetings either during the event or outside of the event.

Marketing Program Specialist

As part of our marketing programs group, I implemented marketing campaign work flows that support sales and lead generation initiatives- my main focus is on emails, forms, and the customers I serve

Using Marketo, I develop and set up all of the assets and workflows campaigns involving emails, landing pages, content gated by forms and segmented customer email lists. In 2013 I managed and implemented our migration from Eloqua to Marketo as a solo user/admin; this included porting over workflows, content/assets, and our database. 


I gathered content to assemble our eNewsletters- 10/year. I work with the Director of Marketing Programs and our Lead Generation Manager to develop broad based campaigns for our database and account based programs for our Sales group. 

I manage Mercury's association memberships, keeping the rosters, contact information, and event calendar up-to-date and I am the contact person for any internal questions regarding our membership. I also perform the monthly departmental credit card reconciliation.

Marketing Program Coordinator

Market Basket

Facilitate check-out operations including employee work station designation, shift change-overs, in-depth customer service, and cashier/sacker assistance, including training for cashier, sacker and Assistant positions
Responsible for anywhere from 5 to 28 employees at any point, sometimes more during holiday season.
Opening duties include preparing cash drawer and registers. 
Closing duties include balancing duties of customer service and organizing designated product aisles/sections, facilitating general janitorial tasks, changing in-store advertising to coincide with weekly specials, returning over-stock items.
I always maintain customer service as a top priority and convey the importance of this to my employees as the check-out personnel are the first and last employees to leave an impression on customers.

Front-End Assistant

Albertus Magnus College

Write press releases, attend weekly Marketing Department meetings, update task list, create and update online department calendar, attend networking events, research contacts and develop contact lists for events, assist in promoting and running events, update school’s mascot Facebook page.

Voted Communications Intern of the year for 2012 Experiential Learning Day celebration.

Intern, Marketing Department

I assisted students in their writing assignments during any point of the writing process. I helped students to brainstorm for ideas, develop cohesive outlines, direct or re-direct ideas within a piece of writing as to stay focused, and edited for both higher-order concerns as well as grammatical/minor errors. Some students were one-time appointments while several were repeats, having more than two dozen appointments with a single student in a semester on more than one occasion. I learned not only grammatical skills, but many types of writing styles, reporting styles, and footnoting styles. I know crafting a sentence can be an art form and how an essay when written with TLC, can be a masterpiece.

Writing Associate

Creative and resourceful marketing automation expert with the ability to strategize, implement and optimize efficient marketing automation programs. 

SPFrusteri@gmail.com

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