Sales Marketing

Peter Sidewater

*** ********** ****** ( BROOKLINE, MASSACHUSETTS 02446

*****@*********.*** 617-***-****

Marketing & Product Marketing Director

Internet/Online Marketing ( Lead Generation ( Program

Management

Highly accomplished marketing professional with solid experience devising

and executing lifecycle product marketing strategies to generate leads,

qualify prospects, and increase sales. Decisive team leader with track

record of success launching new technology products/services and improving

the competitive position of existing offerings. Proven history in

developing and launching successful online marketing, direct mail, trade

show, telemarketing, and e-mail marketing campaigns. Core competencies

include:

STRATEGIC PLANNING Search Engine Marketing (SEM) Lead Generation

Sales & Marketing Market/Trend Analysis

Strategies Search Engine Optimization Target Marketing

New Product Launch (SEO)

Pay-Per-Click

Professional Experience

SIDEWATER MARKETING SERVICES - BROOKLINE, MASSACHUSETTS 2008-PRESENT

STRATEGIC MARKETING CONSULTING SERVICES TO DIVERSE CLIENTELE.

Marketing Consultant

Enhanced the marketing activities of multiple small and start-up

organizations. Developed internet strategies to enhance SEO and pay-per-

click programs. Improved website layout and design to increase user

registrations and lead generation. Implemented CRM tools to enable sales

and marketing teams. Companies include Ounce Labs, Fivespark & Pietzo.

. Ignited increase in lead generation activities, doubling website

registrations through use of cost-effective online marketing tools,

including pay-per-click, e-mail blasts, newsletters, webinars, white

papers, banner ads, and partner relationships.

. Implemented and managed webstore to increase sales and revenue.

. Directed and implemented new website design to encourage registrations

and better reflect target audiences.

. Selected, implemented, and managed CRM solutions (salesforce.com and

SugarCRM) to enable a fast growing sales team and allow better

communication and control of incoming leads and marketing activities.

. Instituted robust lead flow and sales processes as well as lead

qualification standards, which led to improvement in prospect

identification.

. Advocated and directed implementation of marketing automation tools

that facilitated productivity and lead qualification improvements with

inside sales team.

OCO, INC. - Waltham, Massachusetts 2005-2008

Niche provider of on-demand business intelligence solutions.

Marketing Manager

Directed marketing and public relations activities for start-up provider of

on-demand business intelligence solutions. Formulated strategies to expand

name recognition and brand awareness. Developed lead generation campaigns.

Provided tools and strategies to support sales activities. Managed $250K

annual marketing budget.

. Constructed lead generation program from scratch, securing ~50K names

in less than 2 years.

. Initiated and managed relationship with PR firm, obtaining 20+

articles/mentions in targeted publications, which spurred website

traffic and sales growth.

. Orchestrated corporate website transformation, gathering/analyzing

requirements, defining specifications, and leading development for

improved messaging, SEO, and lead generation, along with 2-fold

increase in traffic.

SIDEWATER MARKETING SERVICES - Brookline, Massachusetts 2001-2005

Strategic marketing consulting services to diverse clientele.

Marketing Consultant

Established and cultivated relationships with start-up and niche

organizations. Performed in-depth analyses to identify market trends and

opportunities. Devised targeted sales, marketing, e-business, and messaging

campaigns leveraging knowledge of direct mail, AdWords, search engine

marketing/optimization (SEO/SEM), e-mail marketing, trade shows, and

website marketing.

. Captured 3-fold increase in Web customer acquisition and response

rates while reducing campaign costs through Google AdWords program for

Mazu Networks and cost-per-click initiative for Tradeloop.

. Initiated e-mail and direct mail marketing campaigns for Lumigent,

improving acquisition rate by more than 20% per month and increasing

response rate to more than 4% to drive lead generation and sale of SQL

Server administration tool.

. Engaged business principal at Profount to define market, establish

business strategy, and secure funding for on-demand supply chain

management solution.

VERILYTICS, INC. (formerly iBelong, Inc.) - Waltham, Massachusetts 1999-

2001

Provider of affinity-based consumer Internet and computer service sales.

Marketing Manager

Recruited as Account Manager to assemble and develop account management

team, which instituted service launch processes in conjunction with

engineering and operations teams to enhance customer management activities.

Promoted quickly to Marketing Manager to direct all group marketing and

sales support initiatives. Led team of up to 5 marketing professionals to

devise marketing strategies, manage affinity groups, generate leads, and

provide sales support. Administered annual operating budget of $300K.

. Galvanized affinity group expansion from 2 groups with less than 1M

members to more than 80 groups with combined membership near 30M in 9-

month time frame.

. Spearheaded implementation and business integration of CRM and sales

automation tool GoldMine, which improved business communications,

customer tracking, and lead response.

. Orchestrated registration strategies that surpassed seminar registrant

objectives by 2-fold.

. Crafted innovative direct mail campaigns that generated 200% increase

in response rates.

OPEN MARKET, INC./DIVINE, INC. - Burlington, Massachusetts 1995-1999

Internet commerce software solutions and services.

Marketing Channel/Program Manager

Hired as Assistant Product Manager to guide application development, beta

programs, and new product introductions. Promoted to Marketing

Channel/Program Manager to collaborate with e-commerce channel partners to

fuel growth of Open Market software sales. Planned and managed annual

program budget of $200K.

. Spearheaded planning and execution of multiple partner forums

throughout Europe and the U.S.

. Launched and managed extranet portal to facilitate delivery of tools,

materials, and resources to benefit global channel partners.

. Collaborated with internal team to develop company's Internet Commerce

for Dummies guidebook.

Education and Credentials

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION, MARKETING & INTERNATIONAL

MANAGEMENT FOCUS

Boston University School of Management, Boston, Massachusetts

**Completed elite Boston University London Internship Program**

Professional Development

Dale Carnegie Leadership Training Program

Technical Proficiencies

Salesforce.com ~ SugarCRM ~ E-mail Marketing Tools ~ Web Analytics ~

HTML ~ Photoshop

Dreamweaver ~ Microsoft Office Suite

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