MARIA COLESPRING

PRODUCT MARKETING LEADER

ad4c5k@r.postjobfree.com Coral Springs, FL

https://www.linkedin.com/in/mariaccampbell

954-***-****

HIGHLIGHTS

● Launched ADT’s incubator B2C app, SoSecure, recognized as a 2021 Time’s Best Invention, and growing to 2M downloads.

● Strategized ADT’s category expansion via B2B gig economy partnerships with Uber, Lyft, and DoorDash, generating multiple 6-figures in MRR.

● Managed strategic partnerships initiatives with Google and Norton Security, directing program delivery and go-to-market strategies to enhance product distribution and customer value.

● Mentored Product Marketers, instilling a data-driven approach to activation, launch, and campaign execution. EXPERIENCE

ADT SECURITY 2017 - PRESENT

America’s #1 security, automation, and smart home solutions provider to consumer and business customers Director, Product Strategy & Go-to-Market (GTM) / 2020 - Present Sr. Manager, Product Strategy & Go-to-Market / 2017 - 2019 Product Marketing

● Spearheaded market and customer research to inform new product initiatives and existing roadmaps, ensuring competitive positioning and alignment with customer needs and marketplace dynamics.

● Leveraged data to boost KPI performance, including Voice of the Customer, product and marketing analytics, and competitor data from analytics and intelligence tools such as data.ai, Kochava, and Localytics.

● Collaborated with marketing, external partners, vendors, and agencies to craft positioning, messaging, and execute tactical plans for increasing product portfolio growth.

● Championed brand and creative strategy, media plan development and execution, budget and forecast management, collateral production, post-campaign analysis, and continuous optimization efforts.

● Hired and directed two Product Marketers, cultivating skills and specialization in market and performance analysis, launch support, and sales enablement.

B2C Mobile App Delivery & Growth

● Guided product strategy and roadmaps, aligning with business goals and market trends to optimize launch success and performance.

● Implemented B2C freemium model to drive growth to over 2M downloads, leveraging the experience in piloting the B2B2C motion.

● Collaborated with Product, Engineering, UX research, and design agencies to 5X MAUs by helping users experience the AHA moment in the app faster through instrumentation and trigger-based in-app notifications.

● 4X YoY B2C user acquisition growth in partnership with external agency through search, social, retargeting, and engagement campaigns.

● Reduced B2C Cost per Acquisition (CPA) by 28% within 3 months through Google Firebase integration. Go-to-Market (GTM) Strategy & B2B Partnerships

● Managed strategy and GTM for five major brand partnerships across wearables, rideshare, and gig workers, driving 80% of total mobile revenue.

● Led program management and go-to-market for strategic Google partnership initiatives, expanding distribution and customer value via retail and cross-selling.

● Identified and validated the market opportunity for rideshare partnerships, and subsequently pitched and developed the Lyft partnership, leveraging ADT’s mobile safety API in-app and generating 6-figures in MRR.

● Developed ADT x Lyft ‘decal’ awareness campaign that increased safety sentiment among target demographics over 70%.

PROCESSMAP CORPORATION 2015 - 2017

B2B Cloud technology compliance platform for Environment, Health & Safety and Sustainability Marketing Manager

● Led a team of four, along with PR and SEO agency partners to propel brand awareness and growth.

● Engaged leads, cross-sold to clients, and expedited sales pipeline using Salesforce CRM and HubSpot to design repeatable email campaigns with 20% avg. open rate.

● Wrote copy for all collateral, including website content, brochures, email, and social media posts, increasing monthly website traffic by 15%.

● Planned and executed trade shows and user forums that generated leads worth $4M+.

● Transformed insights from analyst firms, such as Gartner and Verdantix, into actionable strategies. CONVEY HEALTH SOLUTIONS (formerly NationsHealth, Inc.) 2010 - 2015 B2B Health plan technology solutions for healthcare carrier and PBM clients Sr. Marketing Manager / 2011 - 2015

Marketing Manager / 2010 - 2011

● Successfully managed an integrated marketing plan spanning multiple channels, including broadcast TV, radio, and print, and social, boosting website conversion by 1800% and brand awareness by 10%.

● Drove member retention and medication adherence through engaging white-label CMS-compliant campaigns for national health plans such as Cigna, Humana, and CVS.

● Led projects within time and budget, including a corporate rebrand that was completed in 90 days.

● Directed a team of five to produce product collateral including sell sheets, battle cards, and pitch decks ensuring verbiage, design, and layout compliance with regulatory and brand standards.

● Captured $7M+ in revenue for SaaS technology and Business Process Outsourcing (BPO) services through B2B initiatives including sales pitch, RFP response, and proposal development. CERTIFICATIONS + HONORS

Product Strategy Kellogg Executive Education

Certified Scrum Product Owner® CSPO®

Certified Product Marketer & Certified Product Master Pragmatic Institute Management Accelerator Program McKinsey & Company Leadership Nova Southeastern University Huizenga College of Business Women in Security Power 100 List 2023 SIA

Phi Beta Kappa Honor Society

EDUCATION

Graduate Certificate, Marketing Strategy for Business Leaders Cornell University Bachelor of Arts (High Honors), Majors: Communication/Media Studies and Political Science Eckerd College SKILLS + TOOLS

Marketing & Advertising: B2B/B2C Marketing, Market Research & Analysis, Positioning, Sales Enablement, GTM Planning, Marketing Strategy & Execution, Mobile App Marketing, Campaign Management, Value Proposition Development, Microsoft Office Suite

Product Management: User Research, Product Vision & Roadmapping, Product Development, Feature Prioritization, Cross-functional Influencing, Stakeholder Management, Agile Methodologies, Jira Analytics & Performance Measurement: Google Analytics, data.ai / App Annie, Kochava, Localytics, HubSpot Leadership & Strategic Planning:Team Mentoring, Partner Management, Agency & Vendor Management

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