Sales Marketing

ANGELA E. GUZMAN

***** **** *****, *****, ** ****1 • 954-***-**** • ******@*****.***

LinkedIn: www.linkedin.com/in/aeguzman

SUMMARY

Seasoned marketing and communications professional with 15 years of experience marketing products and services for

global technology brands. Adept at understanding complex go to market models and channels and strategizing winning

marketing plans to maximize ROI. Strategic thinker, trusted advisor, and respected manager with experience in

virtually all facets of integrated marketing. Seeking a long term opportunity to make a significant impact on a growing

organization with my skills and experience.

KEY ACCOMPLISHMENTS

• Online lead generation: Led various online lead generation programs and optimized all communication channels

to ensure a constant flow of qualified leads to the Citrix Education website training.citrix.com, with closure

rates averaging 50% or higher.

• Web development: Ensured continual development of content and functionality for training.citrix.com; oversaw

development of pre ecommerce solution which enabled online bookings, producing an estimated $2.8M or 14%

of total revenues in the first year.

• Effective SEM and SEO: Managed paid search advertising programs for Citrix Education that yielded a steady

stream of leads with ~33% closing rate and 2 3x ROI. Optimized search engine keywords to ensure Citrix top

placement in related searches.

• Social Media: Established social media program for Citrix Education going from 0 to thousands of followers

across Twitter, Facebook and LinkedIn over three years.

• Email marketing: Over 300,000 emails delivered per year to Citrix customers and partners with open rates

averaging well above benchmarks at 16%; developed first nurturing campaigns promoting training and

certification to new software licensees.

• Industry Leadership: Served as Marketing Task Force lead on the IT Certification Council

(www.itcertcouncil.org), a non profit collaborative of industry players chartered to promote the value of IT education

and certification.

• Branding: Served as consulting Marketing Director for a Managed IT Services SMB over a three year period. Drove a

total rebranding of the company and developed the new brand presence through a new website and comprehensive

email/social/content strategy.

PROFESSIONAL EXPERIENCE

FREELANCE CONTRACT CONSULTING, Davie, FL 9/2012 – 7/2013

Microsoft Readiness Communications Manager, LATAM and Canada

• Develop internal communication plans and strategies focused on sales and marketing audiences to support Field

Sales/Marketing Readiness curriculum, programs and events.

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• Streamlined communication vehicles/rhythm to adapt to the field’s needs, including a redesign of the Readiness portals

for LATAM and Canada.

• Championed and established strategy for development of new internal social channels (i.e. Yammer) to facilitate

Readiness efforts in LATAM.

VMware Education Marketing Consultant

• Revamped Instructor Reward Program to increase VMware certifications.

• Managed Education sponsorship/participation in VMware Online Forum 2013.

• Develop marketing materials, sales aids, and presentations to support customer engagements; write copy for targeted

marketing campaigns and blog posts.

CITRIX SYSTEMS, Ft. Lauderdale, FL 3/2006 – 6/2012

Directed a team of marketing specialists responsible for all web, demand gen, PR, social media, events, and branding/

advertising. Developed dynamic strategic marketing plans that enabled overachievement of KPIs in 2010 and 2011.

Manager, Global Education Marketing, 01/2009 to 6/2012

• Event marketing and certification: Developed promotions and event elements in partnership with Corporate

Events team to drive attendance and enhance value of annual Citrix Synergy events.

• Channel marketing and sales alignment: Collaborated closely with sales to develop ad hoc promotions and

campaigns as needed to fill Citrix classes. Developed tools and resources to support Education bookings directly

and

through authorized learning centers (CALCs), including data sheets, sales presentations, and sales cards.

• Product marketing and lifecycle management: Worked closely with Education product management and

development teams to refine course/exam release processes, manage lifecycle communications, and develop

Education go to market strategies.

• Loyalty and branding programs: Drove the value of Citrix certification by devising reward programs including

event attendance discounts and delivery of the first online Citrix certification merchandise store.

• Development of staff: Continuously sought opportunities to drive efficiencies and development of team;

reorganized roles to conform to the business needs. Coached and mentored direct reports towards multiple

promotions.

• Budget/administration: Managed annual $350K budget and a rolling co op fund of $100K + actively and effectively,

discriminating expenses that do not provide a tangible ROI, progressively moving functions in house where

able/relevant, and working with other functional teams to identify opportunities to optimize marketing spend.

Sr. Marketing Lead, Global Education, 03/2006 to 01/2009

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• Messaging and content strategy: Took ownership of and developed a comprehensive Citrix Education Messaging

Handbook which was then used as the basis for the majority of marketing content on websites, collateral, etc.

• Public relations: Led annual Public Relations strategy and plan to increase awareness of the Citrix brand in the

IT training/certification space in collaboration with PR agency; fostered executive thought leadership by

developing story angles, fielding interviews and writing bylined articles working directly with the VP of Citrix

Education.

• Market research: Conducted studies among technical support customers and other Citrix customer databases to

link the value of training and certification investments to customer satisfaction.

EASTMAN KODAK COMPANY, Miami, FL 8/1998 – 12/2005

Marketing Communications Manager, Health Imaging division

Developed and executed marketing communication plans supporting multiple product lines in the digital and film based x

ray business (now Carestream Health). Expanded focus from Latin America to cover US based and global launches and

events.

• Integrated product launch plan: Coordinated the successful marketing launch of Kodak’s flagship

mammography film with a comprehensive plan which included naming, sales collateral, print/web advertising,

customer testimonials and direct mail.

• Latin America patient awareness program: Regionalized worldwide mammography awareness program for the

Latin America region, including customization of pamphlets, display collateral, and mammography center kits.

• Event marketing: Managed marketing communications strategy/positioning/messaging for several radiology

industry trade shows annually, in the US and Latin America.

EDUCATION

Bachelor of Business Administration, Marketing, Cum Laude, Florida International University, 1998

Recent coursework/certifications completed:

Design Thinking Workshop, April 2012; Citrix Certified Sales Professional 2012, February 2012; Pragmatic Marketing

Certified in Practical Product Management, September 2011; Creating Effective Marketing Dashboards, March 2010

REFERENCES

Available upon request.

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