Marketing Sales

Tom Berger

Maryland Boston DC

Mobile: 443-***-****

******.*.******@*****.***

Profile - Senior Digital Marketing Executive

Tom is a senior level digital marketing executive with 16 years experience in developing digital marketing strategies to

fuel company growth.

Tom’s most recent professional experience includes reinventing digital marketing at Iron Mountain, a 60 year old Fortune

1000 data protection and management company. During Tom’s first 12 months at Iron Mountain, revenue from digital

channels increased 63% and Search Engine Marketing (PPC) ROI increased to 382%. Tom has senior level marketing

experience at Director and VP Levels for both large enterprise businesses and small innovative start-ups.

Key Strengths

• I have 16 years experience as a practitioner of digital marketing programs and global Internet marketing

• I’m a perspicacious leader with a hands-on experience in digital marketing, content marketing and search engine marketing

• I build great digital teams who deliver measurable results

• I can connect the dots between Internet Marketing program spend and pipeline and revenue

• Experienced in navigating, building relationships with senior leadership and working within large matrix organizations

• 360-degree hands-on marketing experience; Design. Brand. Content. Development. Mobile. Social. SEM. Analytics. Apps.

Professional Experience

Director of Digital Marketing

Iron Mountain - Fortune 1000 Enterprise Providing Information Management Services to 150,000 Customers

Boston, MA – June 2012-Present

Developed annual digital and content marketing strategy, budget and plan including SEM, SEO, web optimization, campaign KPIs and

reporting metrics. Managed the ongoing strategy, architecture, design and development of thirty web properties. Created an inbound

content marketing infrastructure and team to support and align with the change in buying process of B2B customers.

• Increased web generated bookings by 63% in 12 months

• Increased web generated pipeline by 58% in 12 months

• Increased marketing qualified leads by 259% in 12 months through perpetual optimization programs for PPC and Web

• Increased lead to revenue conversion from 8% to 13%

• Increased organic search traffic through inbound content marketing initiatives by up to 185%

• Manage budget of over $4M, a department of fifteen full-time employees, four contractors and seven support agencies

• Spearheaded efforts to re-organize larger marketing organization to build a dedicated inbound and content marketing team

• Developed content effectiveness dashboards in Google Analytics of over 75 new content elements each month

• Developed the digital strategy for named account marketing

• Conducted over 100 digital optimization tests per year, increased engagement by 82% and increased form conversion rates by 40%

Director of Global Web Marketing and Creative Services

SafeNet Inc. - One of the Largest Data Protection Companies in the World

Belcamp, MD – March 2010-April 2012

Served as the creative director, brand director and digital marketing director for the company globally. Managed logistics and execution of

all global digital marketing programs supporting a distributed marketing team of over thirteen web and creative team members. Successfully

rebranded the company and developed the digital brand campaign strategy. Leader in migrating the company from antiquated and

disconnected marketing operations, to a tightly integrated system of demand generation and lead nurturing processes and systems.

• Increased web generated pipeline by 74% by implementing lead scoring and integrated digital campaign strategies

• Increased web visitor traffic by 81%, organic search web traffic 311% and web lead volume by 240% in first 18 months

• Defined the strategy and implemented a consistent digital brand experience including customer mobile apps, SaaS offerings, software

interface designs, product packaging, and customer on-boarding experience

• Planned and implemented SafeNet’s web marketing strategy for SaaS offerings

• Designed and developed sales enablement iPad App to support lead generation for new cloud-based security products

• Defined and implemented a lead nurturing and marketing automation system to refine the lead life cycle for sales and marketing

• Created and implemented the web marketing strategy including social, SEO, PPC, social, mobile, online and offline advertising

• Established corporate social media marketing program, policies, procedures, platforms reporting and monitoring

• Managed all aspects of design, development and deployment of more than fifteen websites localized in nine languages

• Oversees an average of 150+ active projects for global marketing programs, partners, corporate and sales support

• Global creative director and brand leader for the company building an internal community of brand stewards and champions

Vice President of Marketing

Compete-At.com - A SaaS Event & Member Management Start-up for Olympic Sport Organizations

Bethesda, MD – March 2007-March 2010

Executed Compete-At's go-to-market strategy, digital marketing programs, global branding, PR and partnerships. Managed daily sales

operations for the company. Instrumental in the company’s early success in the marketplace forging key partnerships globally. Reporting

directly to the CEO and instrumental in product software development, product UX, and software design.

• Developed global marketing strategy into action oriented plan for product launch of flagship SaaS product suite

• Instrumental in forging key partnerships with US Olympic governing organizations

• Increased Y/Y web leads by 320% and implemented SEM strategies to increase web traffic 190% organically

• Designed and configured sales process in SalesForce CRM and lead to revenue process and reporting

Director of Web Marketing

Ciena Corporation - Global Optical Networking Technology Company

1998-2007

Served a key role in migrating the company from traditional marketing methods to a web first marketing infrastructure delivering over 70% of

all sales leads through integrated web strategies and digital marketing programs. Served as the lead web architect and creative director for

Ciena.com.

• Managed day to day operations of Ciena’s global website, internal team, infrastructure and supporting agencies

• Implemented integrated web marketing campaigns to drive opportunities and fill the marketing and sales pipeline

• Initiated and implemented a rules based methodology for nurturing marketing records from leads to qualified opportunities

• Instrumental in deployment of Salesforce CRM to sales and marketing organization

• Established marketing automation system to measure performance and ROI across all marketing programs globally, thus reducing costs,

overhead and increased lead quality

• Pioneered visitor interactive profiling technology with Omniture(Adobe) SiteCatalyst engineering team to provide forward looking and

actionable analysis to sales organization

Director Multimedia Marketing, Hanlon Dorsey Advertising Agency– 1996-1998

Instrumental in launching the agency’s new media and web design and development business. This position coincided with the proliferation

of first generation websites and the advent of CD-ROM marketing. Served as the online creative director and developer for early websites

and internet properties for MCI, BGE and Constellation Energy.

Graphic Designer, Graphic Detail – 1995-1996

Lead graphic designer for a Baltimore prepress company. Collaborated with various agencies on a wide range of projects in Baltimore and

gained a solid understanding of the printing process.

Independent Consultant, Dicomed Imaging – 1994-1995

Worked with leading photographers and agencies in Hong Kong, Taipei and Singapore. Tom served as creative director for these boutique

digital retouching agencies. Lead creative director and designer for Hanson Tai, the leading auto photographer in Asia. Served as lead

creative director and designer for advertising accounts including Honda, Toyota, Ford, Mercedes and Marlboro.

Digital Photography Retoucher, Filmet – 1992-1994

Education

Carnegie Mellon University, Pittsburgh, PA – Bachelor of Fine Arts 1992

Notable

• B2Beacon - Contributor to B2B marketing resource website providing insights and tools to marketing peers. www.b2beacon.com

• 2014 Speaker at upcoming Sirius Decisions Conference - “Named Account Marketing”

• 2013 Speaker At Sirius Decisions Conference - “Fueling Big Testing with Big Data”

• 2011 Golden Bridge Award - Business to Business Campaigns - SafeNet Trusted Cloud Fabric

• CIO Internet WebBusiness 50/50 Award given for Internet excellence for Ciena’s SmartTools

• “The Design of Sites” – Tom’s web interface designs featured in web experience book

Technical Proficiency

Microsoft Office, SalesForce.com CRM, Google Analytics, Google Adwords, Adroll, Silverpop Marketing Automation, Marketo,

Demandbase, Conductor Searchlight SEO, Eloqua, Basecamp, JIRA, Teamwork, Wordpress, iON Liveball, Optimizely, CrazyEgg,

ZOHO CRM, SiteCore, Adobe Photoshop, Adobe Dreamweaver, Adobe Illustrator, HTML, JS, CSS

View Tomʼs profile on LinkedIn: http://www.linkedin.com/in/tberger

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