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Manager Marketing

Castro Valley, California, United States
January 26, 2019

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L O R I A. M A R I O N • • 415-***-****

Senior product marketing leader with 20+ years of B2B, B2C experience in product marketing and brand disciplines driving strategy and execution for regulated products, solutions and services including consumer finance, utilities, government, insurance, and fintech. Deep focus in platforms, API, mobile and e-commerce payments that include lending, card, bank, wallet, and wire. Diversity and Inclusion advocate with a focus towards minority, and women-owned small business inclusion. SKILLS

• Brand Strategy, Product Marketing, Integrated Marketing, CX, Lifecycle, Growth Strategies

• Collaborator, influencer, and coach. Experienced building and leading strong cross-functional relationships to drive GTM. Includes Product Management, Sales, Design, Analytics, Engineering, and Operations partners.

• Expertise in three-in-a-box product marketing methodology, “voice of the customer” programs

• Go-To-Market – Messaging & Positioning, Advertising & Brand Storytelling, Sales Enablement, Launch Management, Asset Creation, Partner, Analyst and Media Briefings

• Agency/Design Management – Internal/External Design, Copy/Scripting, Media, PR. Includes RFP solicitation/awards, budget, scoping and briefing across paid, earned and owned channels: tv, ooh, direct mail, digital (email, web, push notifications), experiential (events, blogs, podcasts)

• BI: Google, Mix Panel, KissMetrics, Clutch, Owler, G2/Siftery, Slack, Jira, Hubspot EXPERIENCE

Consultant/Advisor Product Marketing Director, July 2018 – Present Marqeta Director of Product Marketing, Jan-July 2018

• Developed positioning and messaging framework narrative to articulate Marqeta’s processing platform and API solution to key targets including SMB, Partners & Developer audiences.

• Led "Voice of Customer" programs to identify and amplify customer pain points across user experience. Translated into sales enablement tools and content strategies, collateral, pitch decks, demos, message testing, sales toolkits, web, blogs and thought leader narratives. PayPal Head of Product Marketing, Sept. 2016 – Nov 2017

• Responsible for building cross functional teams accountable for contributing to product innovation, revenue attainment and customer acquisition and retention of high-value B2B customers globally for Braintree and Venmo brands.

• Identified and implemented process changes to customer lifecycle that addressed utilization and retention contributing to $1.1B goal attainment in total processing volume of card, bank, and wallet

• Owned GTM for Braintree portfolio - Marketplace and Direct Selling products, Card, Wallet and Bank features. Responsible for market research, analyst reviews, partner marketing and positioning and messaging across digital and brand channels.

BOLD (Contract) Sr. Product Marketing Manager SF, CA., November 2015—July 2016

• Led product value and innovation roadmap studies and established business cases with data analysis to define methods of improving user experiences, targeting, positioning, and messaging.

• Worked cross functionally with executive leadership and Product Discovery teams to identify trends, opportunities, and present gaps.

• Gained buy-in to develop and launch new features resulting higher LTV and +32% revenue growth. Dolby Laboratories (Contract) Sr. Product Marketing Manager SF, CA., Jan — Oct 2015

• Developed value prop and sales tools for Dolby Audio integration into Microsoft Windows 10.

• Drove market adoption of Dolby Audio through industry events, media, analyst and key customer accounts including Lenovo, Netflix, HBO, Comcast and others

• Developed brand stories for global partner activation to B2B and B2C audiences including point-of-sale for Best Buy and Lenovo tablets ePOS. Impact:300M+ Windows 10 ready devices. G-Technology, HGST (Contract) Sr. Global Marketing Manager San Jose, CA., Jan – Oct. 2014

• Launched corporate website refresh, and digital channel partner program introduction that led to quarterly targets for the niche leader in NAS/DAS and cloud storage provider.

• Developed a branded user experience strategy program to increase brand presence. Implemented paid, earned owned, media strategies included Yahoo, Bing, RedShark media, placement on NBC/Universal’s Season 9 of ‘The Voice’ reaching over 26-million viewers in two nights and experiential events at Paramount Studio’s CineGear.

DAE Advertising (Contract) Account Director SF, CA. Jan 2012 —Sep 2013

• Managed agency’s largest client Wells Fargo, leading campaigns to Asian b2b and b2c segments

(Chinese, Asian Indian, Vietnamese).

• Agency point of contact lead with client’s general market, African-American and Hispanic partner agencies (DDB, Muse, Cordero, Chen)

• Increased agency revenues in cost savings measures in media buys, creative and production.

• Led the development and execution for the 5-year running cultural lexicon “Done” brand campaign in tv, ooh, radio, print, in-store.

AAA (Contract) Sr. Product Marketing SF, CA., Mar 2010 —June 2011

• Launched pilot insurance program for telematics (monitoring) and teen driving.

• GTM included consumer research, branding, positioning, messaging to AAA members Pacific Gas & Electric (Contract) Brand Strategist SF, CA. March 2009—March 2010

• Launched first of its kind behavior modification energy management program to SMB and residential customers resulting in energy reduction efficiencies and 30,000+ sign-ups in year one.

• Managed a $53M multi-year budget, CPUC communications, user research, and analytic teams to measure reduction and impact.

• Marketing strategy included video, advertising, energy management web platform, direct mail, events, ooh, pr and direct mail.

Wells Fargo (Contract) Product Manager SF, CA., 2006-2008, 2011

• Managed launch of new consumer global remittance product with partner bank networks in Asia and LATAM. Partners included Santander, ICICI Bank, Banorte, VietinBank, Scotiabank.

• Managed multi-cultural agency relationships (DAE Advertising/Accento Advertising) and internal resources responsible for customer experience, brand activations, digital platforms, customer communications, and training touch-points impacting 1.3M unbanked and under banked recurring use customers per month.

• Launched SMB lines of credit and credit card programs to10M prospects in 14 markets

• Led direct marketing efforts via email and direct mail with analytic and marketing teams to target SMB audiences with propensity models to drive adoption of SBA lending, lines of credit and credit card offers.

marchFirst (Apple Launch Team) Producer, Brand Manager (Contract) SF, CA., 2000-2001

• Producer of Apple packaging, web, advertising, point-of-sale and event marketing for global campaigns targeting user content generated photography and music consumer and prosumer audiences.

• Launch of G4 and iMac releases.

• Managed launch into first retail placement with Fry’s and Best Buy Canada. Old Navy Marketing Director, SF, CA., 1998-2000

• Grew the acquisition, retention & brand activation activities through direct marketing, in-store, PR and experiential across key channels – TV, ooh, direct mail, in-store, and radio

• Oversight of P&L $200M+ Managed the new store acquisition, retention and loyalty programs for the largest specialty-clothing retailer in the US.

• Led cross-functional marketing teams of 5-7 to directly grow revenue from $70M to $200M scaling from 93 to 317 stores in 18 months.

• Part of POC team to conceptualize, develop and launch multi-channel flagship store experiences including ‘One Below’ and ‘Torpedo Joes’.

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