Digital Marketing Vice President

Natalie Raines

Proven Marketing and Communications Leader

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

Innovative marketing and communications leader driven to positively impact a purpose-driven organization. Proven track record of generating scalable growth through powerful branding and effective lifecycle strategies. Exceptional business intuition, collaborative interpersonal skills, and high work standards. Distinct ability to distill complex concepts into initiatives that align stakeholders, foster team engagement, and convert decision makers and buyers. Impactful idea generator, clear communicator, relationship builder, cross-team collaborator, and agile decision maker with deep practice in behavioral economics. Proactive and inspiring manager of diverse and highly productive marketing teams while leveraging MarTech tools and data to achieve maximum ROI in rapidly changing environments. Areas of Expertise:

• Strategic Branding and GTM Strategies

• Integrated, Multichannel Digital Marketing

• Media and Industry Relations & Training

• Data-Informed Demand Generation

• Comprehensive Sales Enablement

• Executive and Internal Communications

Experience:

Planted Materials - Vice President, Marketing (Fractional) – Seattle, WA – Nov. 2023 – Present

• Manage brand messaging and industry awareness marketing including media relations, content strategy, digital marketing, and social media team management.

• Generate earned media coverage in highly relevant investment and sustainability publications.

• Direct brand sentiment improvement programs for B2C division, Green Water Labs. Replenium - Vice President, Marketing – Seattle, WA – Oct. 2020 – Nov. 2023

• Directed all branding and digital marketing, budgeting, and team management.

• Leveraged consumer and industry data insights to expand market awareness through media and social media engagement as well as industry and client relations.

• Developed persuasive demand-generation content and ran data-driven digital marketing initiatives.

• Generated awareness through strategic events and relationships with industry partners, resulting in major client acquisitions and industry collaborations.

Ideoclick – Director of Strategy - Seattle, WA – April 2019 – Oct. 2020

• Developed and implemented growth strategies through senior leadership alignment and market analysis.

• Activated an earned media strategy resulting in widespread coverage, industry recognition, and lead generation.

• Generated client success stories for content full lifecycle sales enablement and digital campaigns.

• Orchestrated webinars for expanded exposure and client acquisition, and tripled new client acquisitions through CRM-managed, data-optimized lead generation campaigns.

• Managed new service GTM launches, crafted communications, and directed sentiment improvement strategies resulting in 70% decrease in client churn.

• Content Strategy & Development

• SME Development

• Customer Journey Optimization

• Team, Agency, & Budget Management

• Crisis Communications

• Product Marketing

VPT – Senior Director, Marketing Communications – Bothell, WA – April 2013 – Aug. 2018

• Created and executed comprehensive global marketing strategies, contributing to improved company rankings and revenue increase of 80 to 100% YoY for five years.

• Formed, directed, and mentored internal marketing team and external agencies for data-driven success.

• Led global field and channel marketing initiatives.

• Owned SME and content strategy as well as digital advertising.

• Collaborated with engineering for GTM product launches and global reseller training programs.

• Successfully rebranded acquired subsidiary (VPT Rad) and developed an initial awareness campaign resulting in 120% revenue growth and the formation of strategic partnerships. Raines Strategy – Founder and Lead Strategist – Sammamish, WA - April 2003 – Present

• Analyze market trends, emerging technologies, and strategic opportunities to map client growth opportunities and GTM plans.

• Lead cross-departmental communication and operational improvement workshops, resulting in corporate alignment, process efficiencies, and sentiment improvements.

• Develop, analyze, and optimize branding, company naming, and comprehensive marketing strategy for peak effectiveness.

• Clients include Allume Group, Concur, Oceanwing, Pay Plus Benefits, Green Water Labs Concur – Marketing Communications Manager – Redmond, WA – Jan. 1997 – June 2000

• Forged and managed media and analyst relationships that put the company on the map.

• Launched customer relationship SOPs and case study strategy for sustained growth and sales enablement.

• Planned and directed global marketing efforts and events through management of internal marketing team and external agencies.

Education and Certifications:

Washington State University, Bachelor of Arts – Communications

• Section4 Brand Strategist

• Brand and Marketing Integration

• Philanthropic Leadership

Industry Experience:

• eCommerce Services

• SaaS

• Aerospace

• Sustainable Manufacturing

• B2C CPG

• Strategic Thinking

• eCommerce Success Framework

• Crisis Communications

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