Helaine de Tomasi

San Francisco, CA ***** 415-***-**** ac59ow@r.postjobfree.com

Technology Marketing Leader

Visionary senior-level marketing leader with a successful history developing corporate marketing strategy and driving dynamic program strategies, building demand generation teams, and implementing marketing communications for both established and startup organizations with domestic and international reach.

Proven ability to multiply size of sales/lead pipelines by as much as 400%, while delivering significant improvements across marketing metrics, including click-through and conversion rates.

Broad career that encompasses corporate events, marketing programs and seminar series driving a holistic approach to campaigns that ensures strong results and supports business and client goals.

Unsurpassed expertise across digital marketing, from PPC and SEO/SEM to web development and optimization, with a background that covers B2B, SaaS, IoT, and mobile products/environments.

Areas of Expertise

Integrated Marketing Strategy Development & Execution Program Management Event Marketing & Management Demand Generation Digital Marketing Inside Sales Content Marketing Online Marketing & Syndication

Corporate Communications Social Media Marketing Campaign Management Public Relations Analyst Relations

Professional Experience

Joyent, A Samsung Company San Francisco, CA Feb 2017 - present

HEAD OF CORPORATE MARKETING

Lead the marketing strategy and brand awareness for Joyent, an open cloud infrastructure company and wholly owned subsidiary of Samsung. Manage all digital marketing, demand generation, events, advertising, social media, AR, PR, SEO/web marketing and content creation. Oversee planning/execution of executive and developer campaigns to drive lead gen for global sales teams.

OpenText San Mateo, CA 2014 - 2017

DIRECTOR OF MARKETING– Analytics & Reporting, Business Network Divisions

Spearhead marketing strategy (including digital, demand generation, inside sales, and events), as well as business intelligence, reporting, and analytics to measure impact of marketing programs for multiple audiences and verticals. Oversee planning/execution of enterprise campaigns for enterprise products and B2B SaaS solutions determine program mix by audience type, topics, region, target list, and ROI. Support sales team by driving lead development through PPC, SEO, A/B testing, and digital marketing initiatives.

Develop content for syndication programs and marketing events (presentations, collateral, ebooks, infographics). Manage social media marketing, as well as all marketing software tools, databases, CRM system, training, and premium accounts. Create SDR follow-up processes, scripts, triggers, and training programs.

Consistently met MQL targets for conferences, trade shows, webcasts and live demo webinars. Efforts resulted in achieving 120% of MQL quota for sales opportunities.

Tripled size of North American sales pipeline, exceeding North America quarterly lead generation target of 3.6K.

Captured 52% click-through rate on email nurture campaigns through delivery of key ROI and campaign analysis reports that focus on revenue, opportunities, and pipeline activity for individual campaigns.

Achieved 11% conversion rate on web forms by drafting and introducing best practices, such as decreasing number of fields from 11 to 4, for securing qualified leads.

Cisco Systems San Jose, CA 2009 - 2014

SENIOR MARKETING AND CORPORATE EVENT STRATEGIST

Maximized company’s presence and ensured consistent brand messaging across 12 industry sectors as a thought leader, overseeing team in design and execution of marketing strategies for executive event programs, global partner programs, channel, customers, and corporate marketing. Launched Cisco Expos globally, implemented sponsorship program, partner strategy, keynotes speakers, TV and video production, social media and demand generation to drive attendance. Designed communications strategy and planning for global event programs and drove demand/lead generation for multimedia marketing (print, TV, radio, web, social media). Managed $3.4M budget.

Created high-impact social media marketing, audience acquisition, and event sponsorship strategies for launches and events, managing web presence, marketing campaigns, and communications. Managed contracts, advertising, PR, web design agencies and assessed marketing performance / ROI through metrics and usage data. Created promotional strategy for go-to-market plans. Served as speaker for marketing presentations and workshops.

Created Cisco Expo program for global user conferences, designed look and feel, theme, virtual and physical presence and developed agenda with executive, partner and keynote speakers. Regional Cisco Expos brought in 2,000 – 5,000 attendees in first year launch.

Played lead role in boosting virtual attendance of global events each year by 32%; produced trade shows, seminars, conferences, sales meetings, and training workshops, as well as webcasts, TV spots, and green-screen / training videos.

Created the Cisco Expo Digital Playbook that detailed best practices for initiating / producing digital and virtual events.

SenSage San Francisco, CA 2008 - 2009

DIRECTOR OF MARKETING

Led team of corporate marketing and inside sales development reps for startup company, serving a primary liaison for lead generation and marketing communications. Created corporate strategy, plans, budget, and voice for customer-facing assets including website, sales/event/product collateral and campaigns, advertising, and PR. Developed leads for sales, while managing programs from start to finish. Produced international trade shows, conferences, and webcasts, and coordinated speaking engagements.

Achieved 100% increase in traffic within one (1) month through strategic improvements to web presence; managed SEO, Google AdWords, and online social communities.

Created high-impact lead generation campaigns that included white paper sponsorships, online advertising, analyst and customer videos, and product demos.

Aldon Emeryville, CA 2004 - 2008

HEAD OF MARKETING

Reporting directly to COO, oversaw marketing communications, product marketing, and inside sales development functions, leading staff of nine (9). Optimized sales readiness through development of processes that included assimilation of market research, market/competitive analysis, and client/account profiling. Managed a range of events; developed advertising, SEO/SEM campaigns, social media marketing and email campaigns. Designed multiple language websites, as well as an intranet and customer portal. Directed competitive/market analysis, branding efforts to properly position the company and product line, as well as partner alliance programs.

In first year, grew new license revenue 200%+ while increasing worldwide brand awareness and revenue growth by 206% through execution of go-to-market strategy. Boosted sales conversions by 21%+.

Drove messaging and strategic positioning of the company, products and solutions to re-brand company into larger Application Lifecycle Management (ALM) space to show full integration of product line.

Developed company’s first AR/PR outreach program by building influential relationships with analysts, securing press coverage in business and trade publications.

Cyclades Corporation Fremont, CA 2001 - 2004

SENIOR DIRECTOR, MARKETING COMMUNICATIONS

As Head of Marketing, built and led 11-member marketing, events, and PR team for a private company selling Linux-based, remote-access servers, reporting to Brazil-based CEO and President. Oversaw international trade shows and directed corporate videos, customer meetings, and user conferences.

More than doubled revenue in under two (2) years by increasing brand visibility; executed dynamic marketing communication plan, and developed corporate branding / positioning to reflect a new strategic direction and product category for worldwide market.

Directed global messaging and corporation messaging initiatives, as well as the company’s analyst relations program.

Designed (12) international websites to reflect customer focus and product depth; built online e-commerce store that increased sales revenue for existing clients.

Produced company’s first comprehensive collateral set featuring updated product and corporate messaging. Also delivered first international PR/AR outreach program, which resulted in analyst relationships, press coverage in trade and business publications, and increased awareness for international sales teams.

Niehaus Ryan Wong (NRW) Public Relations South San Francisco, CA 1999 - 2001

ACCOUNT SUPERVISOR

Optimized product launches for Fortune 100 firms through development of PR and AR plans / strategies, managing a 20-person team. Handled media planning and investor relations. Drove business development, created plans for corporate mergers/acquisitions, and designed crisis management programs. Mentored and trained account executives and associates.

Performed and delivered detailed competitive analysis and research for corporate/product positioning for high-visibility clients such as Vignette, Deloitte Consulting (CRM & e-Business Practices) and BroadVision.

Education & Certifications

Bachelor of Science in Journalism and Communications – West Virginia University, Morgantown, WV

Social Media Certifications –UC Irvine Social Media Planning & Metrics (2015), Masters Certification and Advanced Certification (2012), Specialist Certification (2010), Certified Trade Show Management (CTSM) Certification, Eloqua B2B Masters -2015, Sales Training Strategy – The Art of Winning, Dale Carnegie and Strategic Selling Techniques, Pragmatic Product Marketing

Speaking Engagement

Virtual Edge Summit 2010 – Presented workshops on “How to Strategize, Plan and Execute a Virtual Event”

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