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Sales Marketing

Location:
Bear, Delaware, United States
Posted:
February 18, 2018

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Resume:

CAROLYN M. LIGHTY

INDUSTRY EXPERIENCE

Publishing, Financial Services, Enterprise

Software, Food & Beverage, Non-Profit,

Government, Health & Wellness, CPG, Import

& Export and Building/Construction.

SUPERVISORY EXPERIENCE

7 – 140 Employees in Sales, Product

Marketing, Fund Development, Copywriting,

Graphic Design & Production, Field Sales,

Research, Telemarketing, Key Account

Management & Client Servicing, Sales

Support, Trafficking and External Vendors.

SKILL SUMMARY

Marketing

Brand Analysis. Strategic Market Disruption

Tactics. Inbound Marketing. Research &

Customer Insights. Content Marketing. ABM.

Public Relations. Social Media Marketing.

Marketing Automation. Search Marketing.

Mobile Marketing.

Advertising

Digital & Traditional Ad Sales Management.

Sales Infrastructure Development.

Consultative/Advisor Sales Training. Key

Account & Strategic Partner Expansion. Lead

Nurturing & Sales Funnel Optimization.

Non-Profit Fundraising

Donor Infrastructure Creation & Management.

High-Value Donor Acquisition. Omni-Channel

Donor Digital Campaigns.

Business Development

Strategic Key Account Planning. Multi-Level

and C-Suite Solution Sales Training and

Management.

SOFTWARE

Microsoft Office Suite. Adobe Creative Suite.

Salesforce. ACT. Zoho CRM. Pardot. Hubspot.

Constant Contact. Hootsuite. DonorPerfect.

SmartSheet. Venngage.

RADIO TALK SHOW HOST

88.5 WMNF-Tampa • 5 years

880 The Biz – Miami • 2 Years

1510 WFAI – Wilmington • 2 Years

EXPERIENCE

MANAGING DIRECTOR - EVOLVE BRAND MARKETING

WILMINGTON, DE

09/2003 – PRESENT Consultant to 39 of the Fortune 500 Development and implementation of data-driven integrated marketing strategies that use a mix of traditional and digital technologies to effect multi-platform brand visibility, engagement and customer acquisition. Developing annual marketing plans that align with core business objectives and client’s desired quantifiable results. Includes online and offline tactics, website engagement, PR, internal communications, content development, mobile app development and promotions, direct communications, ABM Strategies, etc. Analysis and reporting of campaign effectiveness, identifying insights and best practice replication are the underpinnings of sustainable success. Daily interaction with client teams, advertising and media buying agencies, freelance artists and printing vendors. Draft, review, approve and monitor marketing and creative briefs to ensure alignment with client’s marketing strategy.

Consistently Exceeding Funding Goals

For non-profits I build brand visibility, create public awareness campaigns and develop strategic donor management plans that include donor nurturing, donor demographic cloning, and contact strategies for major gift acquisition, fundraising event coordination and grant proposal writing/submissions.

SR. FIELD MARKETING MANAGER – DEXMEDIA

CHADDS FORD, PA

09/2012 – 02/2014 Direct Impact on $70M+ in Ad Revenue Provided field marketing support for Chadds Ford, PA & Baltimore, MD Division Offices. Comprehensive market plan development and training support provided to division managers and media sales consultants. Included development of strategic sales and marketing plans, research, market analysis, and deployment. Daily interface and liaison with corporate functions including product development, market research and pricing. New product introduction and trial management. Guerrilla and event marketing. NATIONAL ADVERTISING SALES DIRECTOR

COMMERCIAL NEWS USA – TAMPA, FL

05/1999 – 09/2003 $9.4M in Revenue Generated

Opened satellite office for this NYC based trade publisher. Hired & trained staff of 14. Planned, directed and managed advertising sales operations for Commercial News USA, the official export magazine of the ITA and U.S. Department of Commerce. 230 Cardiff Way Bear, DE 19701

786-***-**** Mobile • evolvebrandmarketing.com

Go-To-Market

IMPORTANT CONSIDERATIONS FOR YOUR PLANNING

Product Market Entry Go-To-Market

Marketplace

Needs Analysis

Historical

Assessment

Customer

Analysis

Competitive

Analysis

Internal

Assessment

Research • Analyze • Draw Conclusions Review • Formulate • Execute Your Solution

Planning

Assumptions

Marketing Strategy

Development

(Value Proposition)

Go-To-Market

Tactics

Metrics &

Benchmarks

Financials

Look at internal and external market trends,

impacts and historical implications successes,

challenges.

Analyze Segments, Channels, Product

Acceptance, Customer Buyer Behavior &

Resources. (Build Buyer Personas)

Determine your bases of competition and

potential barriers to entry. Strengths,

Limitations, Pricing, Positioning, # Users,

# Installs, Marketing Spend.

Strengths, Limitations, Resources,

important success factors.

Developing Your Go-To-Market- Strategy

Whether for a new product introduction or value-added product enhancement, the steps are the same . . . determine the feasibility of the market opportunity, identify your short-term and long- term targets for marketplace penetration, dig for and develop keen insights into the decision- making/buying life cycle and learn the buying behavior and characteristics of the decision- makers/influencers who'll have life or death power over the sale. READY-SET-GO-TO-MARKET eVolvebrandmarketing.com

Jan 2018

LEAD GENERATION STRATEGY

BRAND &

PRODUCT

VISIBILITY

CUSTOMER

EXPERIENCE

& SUPPORT

SALES

FUNNEL

Engage

Acquire

Nurture

Retain &

Clone

Increased

Sales

Where does new business come from?

• Customer Profiling & Cloning

• Circle of Influence Marketing &

Prospecting Tactics

• Branding, Digital Advertising, Content

Marketing & Promotions, SEO Tactics

• Leveraging Events & Outreach

Opportunities

• Strategic Partnerships

• Association Memberships & Networking

Generating high-quality leads is the biggest

challenge for B2B marketers today. Running a close second is converting leads into customers and

creating meaningful content that establishes

credibility and grows the relationship.

The Top 5 Sources of “Quality” Leads -

• Company Website

• Email Marketing/Marketing Automation

• Content Marketing

• User Defined/Targeted Digital Advertising

• SEO



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