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Professional Experience

2024

Director, Global Marketing

Precisely

Own full marketing function for the Engage solution suite, consisting of five major product groups that empower firms to leverage their complex data for improved customer communications

20212024

Director, Demand Generation and Revenue Marketing

Wolters Kluwer, Tax & Accounting

Built and optimized independent Demand Generation team to consolidate four lines of business making up North America Tax & Accounting Division. Responsible for GTM decisions that create customer acquisition/revenue

  • Exceeded 2 years revenue quota, 111% FY22, 115% FY23, executing more than 1k  programs resulting in 5 figure MQL/SQL pipeline, 10 figure revenue, 31% marketing contribution to new sales 
  • Drove continuous efficiencies in GTM activities for N2N - Rationalized tools, channels & processes to maximize return on investment across digital, paid, direct and social spend
  • Engaged with product and sales leaders to develop strategies and objectives in support of product, segment & revenue goals. Initiated D2C revenue channels for FY24
  • Led a team of 10 Digital and Demand Marketers. Ensured individual and team performance for growth and flexible, responsive execution 
20202021

Director, Demand Management

Change Healthcare, Alpharetta GA

Responsible for demand origination and pipeline mgt. for Provider RCM (Revenue Cycle Management) Solutions, a broad suite of B2B software & services for healthcare systems / independent providers.

  • Driving Effectiveness
    • Ensured go-to-market activities reach the right targets with the right message; build top of funnel leads & accelerate mid funnel opps
    • Developed, tested and evaluated new content formats and channels
  • Optimizing Efficiency
    • Allocated budgets across solution portfolio & channels; optimized  spend for max return at every pipeline stage
    • Built & executed programs with predictable and reliable outcomes to forecast; reconciled and repurposed frequently to plan
  • Collaboration and Communication
    • Established transparency and continuous feedback for internal stakeholders to achieve shared goals across disciplines
    • Raised expectations for go-to-market org by streamlining processes for responsive outreach.
20192020

Director, Head of Marketing

Informa, Asset Intelligence, Atlanta GA

Executive in charge of full marketing lifecycle, from product readiness to satisfied customer for 4 leading digital, data-as-a-service brands: EquipmentWatch, Price Digests, FleetSeek and CostTrax

  • Business Management:
    • Led strategic planning with focus on market selection & product positioning
    • Developed & manage budget, reconcile and forecast to KPI and ROMI goals, across portfolio of brands in various stages of maturity
  • Demand Gen – Lead to Revenue:
    • Guided investment for digital, SEO, SEM, and marketing automation.
    • Developed training, positioning and collateral for sales enablement and customer management.
    • Implemented revised funnel metrics and gateway standards for buyer progression through conversion. Increased MQLs 7% YoY in 2020.
  • Product Marketing:
    • Guided complete content refresh to persona alignment across brands 
    • Created new high value customer/prospect content; exceeded previous peak consumption/engagement metrics by 300%
    • Repositioned/reset product launch of CostTrax, the first cloud software offering for Informa Asset Intelligence.
  • PR/Communications/Media:
    • Drove association, editorial and advertising relationships to elevate brand awareness/engagement and increase market relevance.
    • Set media budgets and oversaw copy, creative, execution and fulfillment of paid/earned campaigns & byline content.
20182019

Director, Global Marketing Enablement

SAP Ariba, Atlanta GA
  • Led creation and execution of all training, learning and development for SAP Ariba Marketing organization. Included role descriptions / job deliverables, skills and competency assessment, and all learning, from initial onboarding through continuous improvement.
    • Accelerated onboarding from ~90 to 30 days
  • Following Sirius Decisions model, implemented industry best practices & standards; Ensured compliance for 150-strong marketing organization.
    • Ensured 100% global GDPR compliance
    • Set global controls to 1) track spend 2) enable ROI calculations
  • Managed 3rd party consulting / knowledge vendor relationships. Built and managed evaluation and learning tools for marketing application.
20162017

Director, North America Field Marketing & Demand Gen

SAP Ariba, Alpharetta, GA

Drove demand management, lead generation and opportunity progression for industry leading B2B cloud procurement software. Led North America field marketing (5 FTE) and demand management teams (16 FTE); managed external vendors and partners.

  • Demand Management: Leveraged demand and awareness activities to drive $200M+ marketing pipeline. Included trade shows, local events, integrated email/digital campaigns, social and paid media for YoY lead growth of 20%.
  • Lead & Opportunity Management: Directed internal and partner resources to prospecting, lead capture & qualifying, and opportunity progression exceeding goal of 4x pipeline.
  • Process & Operations: Leveraged shared and direct resources to develop and execute more than 100 integrated awareness and demand generation campaigns annually (regional, segment and ABM programs).
  • Pipeline/Stakeholder Management: Analyzed markets, prospect needs & solutions to identify and exploit growth opportunities; collaborated with sales leaders to drive marketing contribution of total pipeline.
  • Strategy & Planning: Managed budget, team and peer organization contributions for planning. Established and modified marketing mix to achieve highest peer region ROMI against goal achievement.
20132015

Director, Integrated Marketing

NCR, Atlanta, GA

Managed campaign execution team for integrated B2B marketing programs from lead to revenue.

  • Established and standardized integrated campaign development and execution processes across global business units to streamline production, lower cost and improve speed to market.
  • Assisted business Segment leaders in developing global marketing strategies, translating/operationalizing into coordinated and integrated global activation campaigns by region and by solution.
  • Managed demand/lead KPIs; despite budget cuts, exceeded lead gen goal by 49%.
  • Created standardized lead-to-funnel measurement process across disparate teams and tools; established formal ROI guidelines to measure impact and guide investment across channels.
20102013

Manager, Strategic Accounts Marketing, Digital Payments

Fiserv Inc, Atlanta, GA

Managed team of 3 marketers to generate/grow revenue for digital financial services using primary research, industry analysis, consumer analytics, and direct marketing executed with banking clients.

  • Established executive marketing relationships and maintained product value for B2B partners with revenue as high as $50M/Year: BofA, Wells Fargo, US Bank, PNC, SunTrust and others.
  • Created and executed annual and long term strategic plans, negotiated marketing terms for customer and vendor contracts, developed and managed budget in excess of $3.5M.
  • Redefined go-to-market strategy to align limited budget against highest opportunities: Exceeded new customer KPI by 38% on 80% of budget.
20062010

Channel Marketing Manager, e-Banking

Fiserv Inc, Atlanta, GA

Led marketing for portfolio of digital banking products in partnership with ~40 retail banks. Responsible for awareness, stimulating demand, enrollment and usage among national consumer base.

  • Managed a consumer marketing budget of nearly $2 million.
  • Initiated and supervised primary research that generated industry leading white paper with Aspen Analytics and “Top 5” national bank. 
  • Drove adoption of digital financial products through variety of traditional and digital techniques: exceeded rising goals 4 straight years.
20032006

Director, Marketing & Account Management

Hogewoning, USA, Atlanta GA

Managed all USA marketing and customer management for Dutch manufacturer of home décor products for retail, mass, & craft/hobby markets.

  • Led marketing & promotional activities of 3 person team, supervising legal/regulatory, and managing vendor selection & sourcing and logistics.
  • Initiated/expanded relationships with national customers, including Target, Pier 1 and Michael’s.
  • Directed product marketing *( competitive analysis, product design/packaging, store promotions, pricing) with limited budgets.
19992003

Customer Marketing Manager

The Coca-Cola Company

Customer Marketing Manager, Coca-Cola Fountain South Group, Atlanta, GA   2000–2003

Led beverage marketing activities for portfolio of accounts: Denny’s, Ruby Tuesday and leading brands. 

  • Executed $5M budget; negotiating co-marketing elements $150M client contract
  • Managed research for ‘Attitude and Usage Study’ for largest client, leading to a significant change in customer’s strategic positioning.
  • Owned co-marketing responsibilities up to CMO level for strategic planning, media buys, research & program development and execution.

Associate Marketing Manager, Coca-Cola Fountain North Group, Columbia, MD 1999–2000

Directed all marketing, including strategy, partnership marketing, agency management, and tactical execution with regional customers. 

  • Developed and executed tactical communications including crew training, incentives &  promotions, increasing YoY sales volume 4%