ANATOMY OF A MARKETING LEADER
An experienced technology marketing leader with diverse skills and holistic expertise
I have been trusted by many companies to take marketing to another level by helping to deliver a scalable growth engine. Modern marketing is a complex set of interconnected strategies and tactics which often leads to business confusion. If done correctly, marketing can be a growth center instead of a cost center. My goal as a professional is to help companies achieve sustained growth of their brand, customers, and revenue. Focus in my marketing methodology is always on ensuring the whole is greater than the sum of the parts.
Applied Expertise
With as fast as the digital and marketing landscape changes, marketing professionals have to be cutting edge of tactics and trends. While it is nearly impossible to be an expert in every marketing area, it is possible to ensure a body of knowledge and application to make a value impact to the business. Below are areas of professional experience:
Integrated Marketing Strategy
I deliver a relevant and personalized experiences for consumers across all channels, online and offline. The combination of multiple tactics ensure the brand message is received by the potential buyer and is the foundation for the overall marketing strategy.
Customer Persona and Segmentation
Without the right buyer persona modeling and target segmentation, companies will waste a lot of investment up front only to learn from failed campaigns later. Understanding your buyers is absolutely critical to success and is the cornerstone for other strategies.
Data Management and Analytics
Digital marketing analytics can be found across consumption, churn, web, paid performance, and a host of other critical investment areas. I have implemented an approach that gives me strategic insight into marketing performance and the right KPIs for executives communications.
Digital Marketing and Social Media
Almost all business is moving into the digital economy in one way or another which has opened up many avenues to target potential buyers. I am an expert in digital marketing, inbound, and demand campaigns to drive awareness and communication with the audience.
Online Demand Generation
Creating demand for a company’s product to its target buyer is an important subset of marketing strategy. Often this involves creating awareness and nurturing a potential user through the customer journey and ensuring a relevant experience that leads to purchase.
Search Engine Optimization
Ensuring your web asset can be found and positioned competitively is an important concept. SEO as a strategy takes resources, content, and expertise to execute and cannot happen overnight. It is often done in parallel to other growth and marketing strategy.
Paid Search Advertising
Paid advertising is often times instant traffic to the website but the effect is nullified if they are not the right types of clicks. You can burn through a budget in no time if you are not strategic in the approach. Here I help maximize ROAS across all paid channels.
Communications and PR Management
Messaging and awareness to target audiences is vital for building brands. I have managed the outbound communications process, working with PR agencies and internal stakeholders to make sure the message is received.
Pricing Strategy
Deep understanding of the market forces, competition, and consumer preferences are important areas of pricing strategy. Here I work with senior leadership teams to find perfect elasticity of demand that will drive growth and revenue.
Budget Ownership
Marketing budget is not a cost but rather an investment if controlled ideally where ROI can be effectively produced. I have been responsible for marketing budgets up to $2M annual but have often produced a quantifiable ROI of several times that amount.
CRM Systems/Salesforce.com
The connection between CRM and marketing automation is more important that ever. I have been working with SFDC and its integration for over 8 years to maximize the effectiveness of the martech stack.
ROI Calculation
As important as data is in understanding the forces at work with the business, a way to quantify the investment is probably even more so. I have been praised and respected by my financial partners in my ability to quantify marketing investment and maximize value.
Market and Competitive Research
Understanding parity in the market as well as competitive benchmarking are critical tactics. This also includes customer satisfaction of our own customers to see if underlying weakness in the product or marketing strategies. Research is a component for self-evaluation.
Database Marketing
Every company seeks to acquire vast amounts of customer data but most all fail to optimize that data for purposeful marketing. I help companies understand their prospect and customer data to effectively align it with marketing and campaign objectives.
Product Marketing
Product marketing is important in the pragmatic management approach. I have led product teams in helping construct valuable documentation, research and insights to be used for decision making and go-to-market planning. This has also included setting KPIs.
Go-to-Market Strategy
Launching new products or services is a huge undertaking involving many teams, time, capital, and resources. I help position the offering for maximum success and uptake while ensuring key objectives are met for the launch and post-launch periods.
Tradeshow and Event Management
I have experience managing over 250+ events across four different companies. I help the sales teams and business development identify where they should target for awareness and leads. I work with financial partners on making sure the expectations and ROI of the event are met.
Affinity and Loyalty Programs
Keeping customers satisfied and turning them into repeat customers is one of the most effective ways to growth a business. Here I have helped introduce programs and processes that raise awareness and maximize customer lifetime value.
Website Design and Development, CMS Systems
Your website and user experience are often times the first impression a potential customer has with your company. I help position companies for digital growth and success by executing a carefully constructed brand vision. I have designed and constructed over 15+ websites.
Brand Architecture and Management
How a customer perceives your company starts with your brand architecture. Building a creative vision across channels and audiences that is accepted and positioned favoritism in the minds of the target buyer is the key component of success.
Direct Response Marketing
Every business wants immediate results and that most often times falls to DRM. Through ensuring all martech components are working and tracking appropriately, we can confidently measure results. I ensure that clicks and responses turn into real action and monetization.
Account Based Marketing
Today, buyers and influencers are spread throughout different levels of an organization. ABM is carefully crafted and relevant messaging targeting the right set of people within the organization. I help make that experience personalized and relevant.
Reputation Management
Your potential target customer is not unique and there are many like them comprising your target audience. The idea of homophily is important as positive reviews and reputation often encourage similar customers to purchase from you. You must have a reputation management strategy.
Email Automation
As part of the inbound methodology, email automation helps deliver relevant communications at different times in the buyer’s journey. It also is critical for prioritizing actions from the sale steam through lead scoring and advanced CRM integrations.
Content and Inbound Marketing Strategy
The two concepts typically are implemented together. Content creation turns thought leadership and expertise into a valuable asset. It is then woven carefully into a company’s inbound strategy. I have led teams and developed over 200+ various pieces of content.
Sales/Demand Funnel Optimization
Having a firm understanding of customer needs throughout the buyer’s journey and mapping that for organization consumption is a key step in a successful marketing strategy. I work with sales leaders to construct and optimize the demand funnel for the organization so it achieves growth goals.
Ecommerce
I have over seven years experience in ecommerce, specifically leading marketing for a Ecommerce software platform company and then owning a $13M annual ecommerce P&L at ExamFX. I have written several content articles around ecommerce.
Contextual Marketing
Website user experience is critical to demand generation and ecommerce purchases. I help companies launch and optimize the website to deliver world-class digital user experiences that convert.
