• Build annual strategic and tactical marketing plans to help achieve corporate goals and drive revenue for two distinct lines of business (LOBs).

 

• Single-handedly delivered 75% of marketing initiatives in the last three years, requiring ongoing needs assessments, prioritization, and focus on optimizing capacity and business impact.

 

• Research and define each LOB’s buyer personas and customer journey to guide and inform our value proposition, key messaging, and content strategy.

 

• Develop traditional and digital marketing initiatives and see them through from planning and execution to reporting and ongoing optimization.

 

• Contributed up to 27% of annual revenue from marketing-touched leads and devised a lead generation campaign formula that was duplicated for multiple verticals and delivered a 473% ROI.

 

• Work closely with internal and external resources to execute SEO/SEM/PPC strategies, including keyword research, content creation, website/landing page optimization, A/B testing, and more.

 

• Maintain and continually optimize the two LOBs’ website content and UX to engage all possible quality prospects and capture leads at the top, middle, and bottom of the funnel. 

 

• Increased website traffic by 229% over five years and delivered high-quality inbound leads, with MQL rates of 62%-93% and conversion-to-sale rates up to 50% higher than rep-generated leads. 

 

• Establish success criteria for all marketing programs, regularly evaluate their performance, and deliver insightful, actionable reporting to the Senior Leadership Team.

 

• Create valuable and engaging content, by persona and sales stage, specifically designed to attract target audiences in key categories and increase sales cycle velocity.

 

• Led the adoption of a strategic content marketing strategy, including co-writing, editing, and producing three eBooks and multiple blogs for both lines of business.

 

• Develop and implement lead nurturing programs to move prospects through the awareness, education, consideration, and decision-making process. 

 

• Work with cross-functional teams to increase the value we deliver to our clients and improve retention across the full client lifecycle. 

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• Oversee the creation and maintenance of all sales and marketing collateral and the deployment of all organizational communications pieces (internal/external).

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• Conduct research on, and maintain a solid understanding of the competitive landscape, focus categories, key audiences, market changes, and industry/marketing trends.

 

• Lead marketing operations, including selecting and managing internal and external resources and directing, coaching, and mentoring the marketing team.

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• Led a complete relaunch of the advertising LOB, including developing a new visual identity and key messaging, competitive landscape research, and creating a new website and sales materials. 

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