Sales Marketing

Position Desired: A marketing position that capitalizes on my marketing

operations, online and print collateral creation, analytics, customer

service, and sales skills in the B2B software industry.

Experience:

Co-founder, FinerEdge Software (Automated XML/CSS Cross-Media Publishing),

Aug 2007 - Mar 2011

> Responsible for strategic marketing including business plan, strategy

map, KPI, SWOT creation

> Creation of unique product and business name in addition to copyright

securement

> Website design and SEO content positioning (#1 positions earned for

strategic pages)

> Creation of Flash demos, UML product illustrations, case studies, and

press releases

> Budget management and financial cost/benefit analysis

Marketing Manager, EOS International (SaaS Library Automation & KM), Dec

2002 - Jul 2007

> Transformed company marketing operations from traditional media

utilizing Internet-based tactics, with sales more than doubling during

my tenure

> Work accomplished was recognized with awards and increased project,

hiring, product and marketing responsibilities over a 5-year period.

Areas of achievement included:

> Marketing Operations / Lead Generation

o Directed activities of 4 cross-functional marketing team members

o Directed activities of 8 telemarketers, created cold-call Q & A

process book

o Implemented BANT lead scoring for improved sales lead acceptance

and marketing automation purposes

o Created custom CRM SQL reports that streamlined telemarketing

and lead management processes, resulting in increased lead

generation and sales

> Marketing Brand Management, Communications, Collateral Creation

o Created next-generation name for EOS.Web product line, secured

copyright

o Created tag line / slogan "connecting people to knowledge",

secured copyright

o Led the design and creation of the EOS corporate website,

including creating landing page content that earned the #1

positions for their keywords using SEO positioning

o Directly managed the creation of automated, personalized email

marketing campaigns, including list segmentation and A/B testing

o Created sales brochures, data sheets, press releases,

newsletters, and case studies

o Sourced print, online, and graphic art vendors, secured bids,

and negotiated final costs

o Managed advertising agency interactions, selection and contract

negotiation

> Marketing Analytics

o Conducted email, website, PPC, CRM, and MA data analysis for

program optimization

o Calculated forward-looking break-even and backward-looking ROI

economic analysis of marketing programs

o Designed customer appreciation, product satisfaction, and new

product feature surveys utilizing the flowerpot approach

> Customer Service / Loyalty

o Established the "Gold" customer appreciation loyalty program

o Created user group blog to encourage social media interaction

among product users

o Secured GSA contract to facilitate repetitive SaaS federal

government business

> Event Management

o Directed the coordination of tradeshows, webinars, advisory

panels, focus groups, and user group meetings

Marketing Communications Manager, 4Media Group AG (Content Management), Jan

2000 - Mar 2001

> Recruited by 4Media Group AG President to coordinate and adapt US

marcom efforts (tradeshows, PR, brochures) for their US office and XML-

based content management system product launch

Co-founder, RightDoc Company (XML / CSSS -based Publishing Software), Sept

1997 - Aug 1999

> Created unique business brand with copyrighted product, business and

domain names

> Established website and SEO program that achieved #1 position for

several keywords

> Created product flyers and feature sheets that conveyed the product

USP

> Successfully sold XML & CSS-based RightDoc publishing product to

4Media Group, AG

Senior International Account Manager, SCH Technologies (Software Clearing

House), 1986 - 1991

> Sold a variety of computer software solutions from 4GLs, ad-hoc

reporting, and automated operations ranging in cost from $2K to over

$100K with 100% of $1MM sales quota achieved

> Routinely called upon to represent company at all tradeshow events for

product demonstrations

> Acted as the company sales and marketing consultant with independent

software developers

Marketing Support Representative, Unisys Corporation (formerly Burroughs),

1984 - 1986

> Supported sales representatives on sales calls and performed product

demonstrations of all Burroughs mainframe and micro-computer software

products, including 4GLs, database, spreadsheet, reporting, word

processing, and more

Technical Skills

> Website creation: HTML, CSS, Dreamweaver, various screencast demo

products

> MS Office products: Word, Excel, Publisher, PowerPoint, UML process

design in Visio

> Desktop publishing: Quark, InDesign, MS Publisher

> Misc: database mining (SQL), multiple CRM, marketing automation (MA),

salesforce automation (SFA), website analytic products such as Google

Analytics, and automated email programs such as ExactTarget

Education

> MBA, 2010, National University, San Diego, CA, GPA 3.8, electing a

focus on the Strategic Management of Technology and Innovation,

Negotiation and Conflict Resolution, and Marketing Communication

Program Measurement

> BSBA, 1984, Xavier University, Cincinnati, OH, GPA 3.0, Information

and Decision Sciences

LinkedIn Profile: http://www.linkedin.com/pub/elizabeth-kelley/3/a62/87b

Outside interests: Mountain biking, yoga, 3-mile runs, healthy cooking,

gardening

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