TalkingPoints

TalkingPoints is an EdTech nonprofit that enables better family <> school partnerships in service of supporting student growth.

As the Head of Marketing I was responsible for transforming the organization to an earned-revenue engine. I led a team of 8 marketers (across Marketing Ops, Demand Generation, User Engagement, Communications and Brand, Product Marketing, Marketing Design, and Strategic Partnerships) with an annual budget of $2.2MM. Our primary KPIs were new free user account creation, MQLs generated for Sales, Sourced and Influenced Pipeline, and Sourced and Influenced Revenue.

Key Projects:
• Led a months-long positioning and branding process to narrow our corporate story and differentiate our product in the market
• Data hygiene and ingestion project with our partner at Agile Education Services, working with Marketing Ops and Sales Ops to ensure our contact and account database had relevant and accurate data about our market
• Restructure the team members to provide coverage across all major marketing disciplines, skilling up inherited team members and hiring strategic additional staff
• Working with the Head of Revenue to map out annual revenue targets and working backward to drill down into incremental sales and marketing goals, from database engagement to lead generation
• Installed a Forrester Demand Waterfall framework for marketing programming, aligning budget, effort, resources, distribution, and account prioritization

Head of Marketing

Schoolytics

Schoolytics makes it easier for teachers to see patterns and trends in student work from all across their classroom technology landscape, and take timely actions to keep students progressing.

VP of Marketing

Newsela

The Community Engagement team grew into User Engagement; this includes Community programs and platform, User outreach and campaigns, UX/Product support, Credentials and Certifications, and Newsletter and Digest operations.

Director of Engagement Marketing

The newly-formed Community Engagement team within the Marketing department at Newsela is squarely focused on optimizing the experience and delight of the teacher and administrator users of our platform. This team uses the marketer's toolbox to improve brand awareness and perception among stakeholders, increase the utility of our platform in teachers' work, and develop strong brand and community connections. We oversee first-time user activation strategies, lifecycle and milestone engagement marketing, newsletters for our teacher audience, Newsela's online community development, regional user group planning and execution, and Newsela's platform certification programs.

Senior Manager of Community Engagement

Senior Manager of Demand Generation

RevEngine Marketing

As a Marketing Automation Consultant with RevEngine Marketing, I have helped numerous clients implement Marketo best-practices in a variety of scenarios. Examples include:

■ New lead source tracking
■ Marginal, multi-touch attribution of new revenue/bookings
■ Content engagement tracking & measurement
■ Retargeting campaigns for search, social, and display ads
■ Data management for internal and external compliance
■ International communication permissions management
■ Email blacklist reversal and SPAM complaint management

Through all of these projects, I use my thorough and thoughtful understanding of Marketo mixed with my unique brand of *good* marketing practices to help my clients achieve results that are both best-in-class and bespoke.

Marketing Consultant

SMG - Service Management Group

As the Manager of Demand Generation at Service Management Group (SMG) I...

■ Act as the company SME for Marketo, designing full marketing automation capabilities from the ground up toward best-in-class.
■ Act as the steward of marketing database of 28,000 C-level executives in retail, restaurant, service, and hospitality accounts.
■ Share administrative responsibilities for Microsoft Dynamics 2015 On-Prem CRM and support all integrations with Marketo.
■ Develop email marketing strategy from template design, token hierarchy, nurture structure, dynamic segmentation, deployment, and reporting.
■ Serve as the liaison between our Sales division and our Marketing team.
■ Manage and route leads to sales based on segmentations by country/region, industry, persona.
■ Execute Trade Show strategy for ~20 annual shows appealing to C-level executives of global restaurant, retail, and service brands.

Manager of Demand Generation

Netchemia, a PeopleAdmin Company

As the Demand Generation Manager with PeopleAdmin, I am responsible for the following:

■ Taking quarterly go-to-market sales initiatives and building comprehensive, multi-channel, tactically diverse marketing campaigns to support growth-oriented sales goals.
■ Project managing 7 concurrent demand generation programs, from ideation through creation to delivery and success reporting.
■ Ensuring consistent marketing success metrics, from email deliverability and click-through rates, website conversions, marketing originated bookings, and interdepartmental SLAs.
■ Work with product marketing and content teams to version pre-existing content, develop plans for new content, and filling gaps in content libraries for a variety of products and audience segmentations across multiple buyer markets.

Demand Generation Manager

As the Market Manager for Charter Schools, I was tasked with:
 
■ Creating and executing a marketing strategy for a growing, unique, and demanding segment of our clients nationwide.
■ Forging and maintaining relationships with key customers, state and regional associations, and partner companies.
■ Generating authentic and thought-leading content for social media channels and our email subscribed database.
■ Creating a library of collateral for specificity and key value propositions.
■ Developing and monitoring lead nurture campaigns using Marketo marketing automation software
■ Managing CRM data integrity among this market, including adding new accounts, new contacts, and enforcing data consistency. 
■ Planning and attending state and national conferences that deliver qualified leads
■ Staying current on legislation, market forces, competitive landscape, and industry best-practices by which the product suite may be affected.

Market Manager for Charter Schools

As a Client Success Manager, I was tasked with:

■ Project managing new client implementations of our SaaS talent management suite
■ Identifying system sponsors, training system administrators, and coaching system end users through the software build and go-live process
■ Deploy a variety of change management strategies to help clients overcome the challenges of implementing new software across an entire school system
■ Help schools develop champions from key stakeholders to ensure compliant system use, organization-wide adoption, and enthusiastic end users

Client Success Manager

Saint Louis University

Information Technology Management Lab Instructor:
Prepare and deliver lessons for 4 sections of an Intro to Excel lab.

Graduate Assistant Lab Instructor

Kansas City Public Schools

I taught 2nd Grade at Troost Elementary School in Kansas City, Missouri, significantly raising student achievement while placing emphasis on character development.

Teacher

Teach for America

Corps Member

Marketing Leader | Innovations + Operations

I am a storyteller at heart with a strong foundation in growth marketing, operations and marketing technologies. I build and coach marketing teams to perform at their highest levels. I help companies through critical growth stages without sacrificing brand discipline or client delight. I enable prospects and sellers to share a vision of possibility and users realize those promises post-sale. I believe in the power of community, influence, advocacy, evangelism, and word-of-mouth recommendations; every happy customer is another seller on the team.

My Strengths:  Futuristic  |  Strategic  |  Maximizer  |  Individualization  |  Ideation

DISC:  High D | High I

Myers-Briggs Type:  ENTP

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Tyson Jurgens

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