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Digital Marketing Manager

Omaha, NE
November 15, 2018

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Terri L. Koster


SUMMARY: Multi-faceted product marketing leader focused on SaaS and Enterprise products with proven expertise in strategy development and implementation, digital marketing, segmentation, analytics, insights and research, project management and process implementation. Demonstrated ability to lead and drive results.

npm, Inc. / remote 2018 - present

Senior Manager, Product and Digital Marketing

● Conducted complex competitive analysis and market research to determine market opportunities for new and emerging products. Determined and documented features to be included.

● Developed buyer personas to incorporate pain points and interests for both purchasers and influencers.

● Created flexible GTM strategy across multiple marketing and sales channels based on buyer personas in order to optimize customer experience and allow for modifications moving forward based on results.

● Established program KPI’s to measure accomplishments including revenue, awareness, product lifecycle, etc. and key indicators to optimize the marketing program. Communicated results to stakeholders.

● Restructured product landing pages to provide better customer experience/journey and enhance SEO presence.

● Led collaboration across teams including product, sales, marketing, support and engineering, acting as project manager.

● Managed contractor and vendor relationships.

● Full P&L responsibility.

Mutual of Omaha / Omaha, NE 2017 –


Senior Product Marketing Manager – Customer Marketing

● Developed first time program to incorporate cross-product marketing program for direct to consumer division to include senior health, senior life and add-on products.

● Created a complex GTM strategy across multiple channels to drive product retention, adding new cross-sell/upsell options to penetrate deeper into other senior product offerings.

● Established new KPI’s and measurement strategy to incorporate data from across departments and systems.

● Led cross team collaboration to gather information, develop plan and establish requirements for system and processes to be revised.

● Managed contractor and vendor relationships.

● Full P&L responsibility.

Bozell / Omaha, NE 2016 - 2017

Director, Digital Marketing

● Developed digital marketing strategies across multiple clients/industries/products, to include financial services, e- commerce and higher education.

● Established first time measurements strategy that could be scaled across clients, providing the right amount of data based on client needs.

● Conducted in depth research for multiple clients in order to provide marketing plans for new and existing projects.

● Managed outside contractors and vendors.

● Full P&L responsibility across some clients.

Fat Brain Toys / Elkhorn, NE 2015 - 2016

Digital Marketing Director

● Established first time KPI dashboard across all marketing efforts in order to see combined results.

● Managed and optimized digital presence across web site, paid/social and SEO, enhancing customer experience and increasing revenue by 10% and AOV by 6% year over year.

● Revived specialty loyalty program for education sector to include direct mail, conferences, catalog and video collateral

● Participated in creating seasonal product categories and new product placement.

● Managed outside contractors and vendors

COMTECH for IBM Corp. / remote 2013 - 2015

Product Marketing Manager – Security, Digital Marketing Manager

● Developed GTM strategy for SaaS and Enterprise security products using appropriate marketing and sales channels based on market research and buyer personas.

● Defined targeted buyer personas and customer journey/lifecycle of the product based on market needs and trends.

● Performed competitive analysis and market research to identify market opportunities for security products. Worked with product team to determine and document product features to be included.

● Developed complex lead generation scoring workflow to drive qualified leads to sales team and allow unqualified leads to follow a digital path, leading to a 15% increase in conversions the first year.

● Established KPI’s in order to measure performance and support optimization strategy for ultimate customer experience.

● Created and delivered detailed analysis and sights for overall program by product and media, affecting future planning and strategy as well as evaluating end-to-end customer experience. Communicated results to stakeholders.

● Provided ongoing recommendations for product improvement and boost GTM performance.

● Led collaboration of cross-functional teams to develop and enhance multiple security products

● Full P&L responsibility.

Interpublic Group, Inc. / Omaha, NE 2012 - 2013

Client Accounting Specialist

● Managed multiple global clients to include cross-team training and work assignments.

● Acted as project manager for billing processes for newly acquired clients. Montessori Co-op School / Omaha, NE 2007 -


Senior Director

● Managed day to day business of the school, including government contracts and regulations.

● Recruited and placed new families and employees, including interviews, tours, and marketing collateral.

● Created updated website that allowed current families to have instant access to information and email system to facilitate communication with staff.

IBM Corp. / remote 1996 - 2007

Director, Customer Marketing Programs, Digital Marketing Manager

● Collaborated with product teams to develop GTM strategy for SaaS and Enterprise products across digital and sales channels as appropriate, resulting in a 3X revenue growth, growth of 30% in awareness and 25% in engagement year over year. Communicated results to stakeholders.

● Responsible for online customer experience and retention program, to include developing and implementing strategies for product growth, marketing, measurements and optimization based on insights.

● Researched, developed and implemented attribution models to better understand the customer/buyer journey and develop the proper GTM strategy.

● Defined a set of first-time digital metrics to used as a baseline within the company, providing holistic view of performance and cost savings impact.

● Developed segmentation strategies for multiple products and industries to better serve the needs of the customer. Average responses increased by 27% after implementation.

● Managed outside contractor and vendors.

● Managed budgets upward of $20M with full P&L responsibility; average ROI 20% year over year. AWARDS

● Multiple IBM Top Achievement and peer awards

● Multiple Tempo and Pinnacle awards for product and digital marketing. VOLUNTEER SERVICE

● Co-President, PTO, Lewis & Clark Middle School

● Coach Liaison, Board of Directors, Blade and Edge Figure Skating Club

● Event Coordinator, American Diabetes Association Tour de Cure

● Vice President, Board of Directors, Montessori Parents’ Co-op for Children TECHNICAL SKILLS

MS Office, Google Analytics, Coremetrics, Google Adwords, Marin Software, Hubspot, Wordstream, Adroll, Facebook Business/Ad Manager, BIME, Choozle, Amazon Sellers Central, SQL, Lotus Notes, SAP, and other proprietary analytic, CRM, and web tracking tools, actively working on R certification.

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