Marketing Sales

Andrés Mancini 571-***-****

With the expertise and passion to lead a modern, high-performing marketing team ***************@*****.*** linkedin.com/in/manciniandres

AGILE SENIOR MARKETER

Inspiring, experienced leader in marketing, sales, operations and corporate strategy. Proven track record of developing strategic yearly plans and game-changing lead-to-revenue marketing strategies. Strong collaborator, skilled in all aspects of Marketing, capable of teaming with business/sales leadership to define key targets and develop strategies to acquire, nurture, and convert leads through a myriad of channels and marketing automation. Demonstrated ability to develop, mentor, and align staff to ensure optimal support and execution. Trusted collaborator with leadership to help steer go-forward strategy, growth and scaling.

Areas of Expertise:

Go-to-Market Planning · Marketing Strategy & Execution · Leadership & People Management · Digital Lead Generation · Client Engagement · Positioning & Branding · Inbound Marketing · Analytics, Measurement & Reporting · Process Management Washington Speaker Bureau (WSB), an Omnicom Group business, Alexandria, VA Nov 2017 – May 2019

[WSB is an innovative service company that represents the greatest minds, newest trailblazers, and biggest idea generators of our time and connects them with brands, businesses and organizations for live events, digital media and marketing opportunities.] SENIOR VICE PRESIDENT, MARKETING

Hired to rethink how WSB can leverage its brand to attract new speakers and the right buyers, and deepen relationships with current customers. Expanded their web presence and activated a lead-to-revenue demand generation process across digital platforms, with a particular focus on driving profitable customers leads, cost per inquiry, acquisition and customer conversion efforts. Efforts contributed to a record-setting year in revenue capture, second largest in the company’s 40-year history, and the signing off new speakers that added $1M in incremental revenue.

● Led a 9-person marketing group that included: pr/media, social, content, video, inbound, SEO, PPC/paid, email, product marketing, sales enablement, marketing operations, analytics and events.

● Created and executed first-ever digital marketing plan that embraced the full-set of digital tools, including SEM, SEO, Display, Retargeting, Web Site, Web Video, Blogging, Long-form Content and Social Media that reduced customer acquisition costs by 14% over six months.

● Leveraged Web Video as a new way to present WSB and distinguish the brand from competitors, growing subscriber base by 65%.

● Implemented HubSpot instance and managed integration with Salesforce; established best practices for lead scoring, handoff to sales and optimization of forms and lead gen activities to meet the needs of sales.

● Led website relaunch and ongoing optimization focused on best-in-class user experience, on-page SEO, innovation and testing, optimal conversion and usability, and data capture to inform digital marketing campaigns.

● Spearheaded a reboot of WSB’s social strategy as a lead gen and brand-building tool since core solutions and offerings lend themselves to Social.

● Established and tracked key performance indicators and other supporting metrics to measure marketing effectiveness and ROI; provided analytical insights with an eye to building Attribution modeling capabilities.

● Developed a client engagement program that included hosted prospecting events and research programs.

● Designed and implemented a project management process to ensure appropriate prioritization of all efforts. CQ an Economist Group business, Washington, DC Nov 2015 – Sep 2017

[CQ, an Economist Group business, is a leading provider of SaaS and mobile application solutions that enable government affairs to manage their end-to-end operations from legislative tracking to advocate and lawmaker relationship management.] SENIOR DIRECTOR, MARKETING

Recruited to lead CQ’s digital lead generation transformation to expand its market presence, generate leads and achieve its revenue goals. During my tenure, CQ increased subscription revenue by 8% and advertising revenue by 17%.

● Led a team responsible for development and execution of multi-channel market strategies and campaigns, including email, re-targeting, search, and social designed to drive sales qualified leads and increase market share.

● Directly manage a team who created a sophisticated lead generation and nurturing apparatus, supporting over 15 reps by delivering over 800 leads per month.

● Directed all acquisition channels, including organic, paid, email, social, inbound and events, that generated monthly ~65% of all the company’s closed-won opportunities.

● Crafted and developed compelling audience-specific messages and tools throughout the funnel (e.g. website, videos customer success stories, whitepapers, blogs, presentations, webinars).

● Forecasted, tracked and reported marketing program and campaign effectiveness metrics as well as overall ROI.

● Grew two business blogs to over 84,000 subscribers and 20,000+ visits/month, delivering 45% of marketing sourced leads.

● Discovered new opportunities for product growth in conjunction with Product leaders through the analysis of market and customer insights.

● Acted as a resource for other departments by being the authority on market trends, customer buying journey, product strengths/weaknesses, and competitive landscape. FedBid, Unison business,,Vienna, VA 2011 – 2015

[The FedBid two-way marketplace solution provides spend and e-auction services for procurement. It enables billions of dollars of online transactions for public and private entities while connecting more than 120,000+ small-business suppliers with purchasing agents.]

VICE PRESIDENT, MARKETING

Hired to this newly created role and charged with building the company’s marketing model. Established and optimized the appropriate channel mix and lead management process to profitably achieve acquisition targets, Cost-per-Inquiry, Return on Ad Spend and Cost-per-Acquisition. During this time, FedBid increase online transactions by over 230% and raised $25+M in venture funding from Revolution Growth Fund.

● ‘Right hand’ to the COO - Developed company’s first integrated strategic marketing plan including digital, demand generation, product marketing, sales enablement and customer engagement.

● Partnered with Sales to ramp up the company customer base from hundreds of federal agency clients to thousands of customers in the private sector, state & local government and higher education markets.

● Led account-based marketing programs for large capture efforts in the Department of Defense and HHS. Belmont,Alexandria, VA 2003 – 2011

[Belmont is a marketing agency for driving sales with a cross-channel, digitally-led approach to marketing.] EXECUTIVE VICE PRESIDENT (2007 –2011)

Led daily operations, marketing strategy, account/project management and business development until a successful sale in 2011. Achieved a customer retention rate in excess of 93% and guided the agency through its’ largest annual revenue increases in company history.

● Planned and led the agency’s repositioning effort, enhanced creative and strategic processes and development of employee engagement programs (recruiting, hiring, on-boarding and recognition).

● Replaced organizational silos with cross-functional teams; improved efficiencies and client delivery.

● Led implementation of utilization targets while enhancing resource management, revenue forecasting and measurement tracking.

● Managed teams that were successful in delivering integrated campaigns for clients including: US ARMY/Chief of Staff (Army Strong), Rosetta Stone, L-3, NetBlender by Sony, U.S. Capitol Visitor Center, The British Council, International Trucks, UNCF, The United Way and National Association of Chain Drug Stores. MANAGING DIRECTOR (2005-2007)

SENIOR ACCOUNT DIRECTOR (2003-2005)

Andres Mancini 571-***-****

Public Utilities Reports, Inc., Vienna, VA 2000 – 2003

[The leading publisher for the electric, gas, water and telecommunication industries with a combined paid circulation of 1 M+ paid subscribers.]

NEW BUSINESS MANAGER, ADVERTISING AND SPONSORSHIPS Charged with turning rounding a failing Northeast region. I was able to reverse two years of declining sales and increase average contract value in under nine months.

● Penetrated new prospective accounts and performed consultative selling for multi-channel marketing campaigns.

● Worked with marketing on creating persona-based email campaigns that increased inbound leads and lowered acquisition costs.

● Spearheaded account-marketing program for top-tier customers that delivered $150,000+ in unplanned revenue. Time Life, Inc.,Alexandria, VA 1997 – 1999

[One of the world’s pre-eminent creators and direct marketers of unique music, books and video/DVD products.] MEDIA BUYER

● Supported senior buyers in all aspects of implementing multi-million dollar broadcast and online direct marketing campaigns. Developed and presented media plans to product managers that identified campaign objectives, measures of success, messaging strategy, cross-sale strategies and cost of customer acquisition thresholds designed to meet these goals.

EDUCATION:

Virginia Commonwealth University, Richmond, VA Bachelor of Science, Communications Babson College, Boston, MA Certification, Business Management Andres Mancini 571-***-****

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