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B2b Marketing / Business Development Professional

Cranford, NJ
October 29, 2019

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Cranford, NJ ***** (Cell) 908-***-****


Insightful, hands-on and responsive B2B MARKETING / BUSINESS DEVELOPMENT PROFESSIONAL who uses proven best practices to get the job done. Professional Certified Marketer and MBA with cross-industry experience and a persistent work ethic in identifying opportunities and building and executing organized and integrated strategies across global markets—from start to finish. Resourceful team player and motivator who is flexible in adapting to start-up company environments, solves problems and is calm under pressure. Energetic, passionate idea catalyst who possesses outstanding interpersonal skills and is ROI focused in achieving business objectives.

Areas of Expertise

Market Analysis & Strategy Development including identifying and analyzing emerging market trends, competitors and customer requirements for product launches; uncovering and segmenting addressable target markets; driving insights and findings into integrated marketing and sales strategies, recommendations and proposals; building positioning and messaging documents, campaign playbooks and launch plans to drive demand, brand awareness, thought leadership and joint partner sales engagements.

Product Marketing, Market Planning & Management including formulating unique value and selling propositions to drive crisp targeted messages; developing marketing communications to support customer acquisition and revenue objectives; building assets including webinars, white papers and case studies to reinforce use cases and drive interest and lead nurturing; integrating advertising, SEM and email campaigns to support brand reach and lead generation; and creating website and social media content to drive traffic, increase new followers, and improve SEO.

Business Development & Sales Enablement including researching potential customers and identifying business needs; prospecting and appointment setting management; managing client relationships; analyzing account alignment to close sales coverage gaps; delivering sales training and developing tools and presentations to support prospect engagements and presales activities; initiating partner training and aligning prospects with channel partners; and managing field marketing by planning trade shows and client events, securing reference accounts and managing external and internal prospect databases.

Business Management including formulating and managing budgets; developing business proposals, forecasts and project plans and schedules; tracking, reporting, and developing post project analyses to capture lessons learned; fostering global, cross-departmental collaboration; managing personnel, recruitment and writing job postings; and quickly resolving Ad hoc issues.

Business Advisory including translating plans and objectives into marketing and sales strategies and recommendations for business start-ups entering the U.S. market; establishing goals and KPI measurements for new product launches; securing resources from channel partners; selecting and managing vendors and creative agencies; articulating product requirements to support roadmap development; formulating integrated project plans for targeted campaigns; preparing presentations for industry analysts and customer briefings; and communicating recommendations, strategies and plans to stakeholders and key executives.


Marketing & Business Development Consultant, Cranford, NJ (1995 – Present)

Hired to help businesses (as a full time employee) achieve success through strategy development, planning and execution.

*For ACCUITY (London), hired as a Portfolio Marketing Manager to integrate products into their core portfolio from two Fintech,

AI-based SaaS software startups based in NY & Paris. Built use cases, directed campaigns and ensured sales enablement.

In aligning with sales and product management to achieve revenue and “new logo” objectives, owned marketing strategy. Built demand generation, promotional and thought leadership-driven plans from start to finish – all with limited resources and under tight deadlines. Led global teams from three distinct company cultures. Clearly positioned products. Targeted audiences with compelling value propositions and use cases. Translated technical language into crisp messaging. Developed competitive landscape and drove toward a deep understanding of customer buyer preferences. Identified requirements to support product road maps. Managed client summits in London, New York and Singapore, as well as webinars and analyst reviews. Unified web site messaging to elevate the user experience and increase traffic. Tracked ROI and carried out win/loss analyses. Results: Launched two new AI-based software portfolios and helped capture new business from four global industry (banking) leaders.

* For COMODO (NJ), a Cyber Security firm, hired as Marketing Director to build a SIEM solution from start to finish.

To drive marketing strategy, owned positioning, value propositions, use cases and all messaging,. Crafted sales enablement tools and trained channel partners. Results: Booked an average of two product demonstrations per week by managing inside sales and email campaigns and grew Proof of Value customer base for a new security solution to 75.

Thomas Molfetto (Cell) 908-***-**** Page 2/3

* For NEEBULA SYSTEMS (Israel), hired by this startup as its Marketing Director to drive awareness and grow sales.

Transitioned to software leader, SERVICENOW, after an acquisition, to build use cases, direct campaigns and partner

programs and ensure sales enablement.

To position the startup for acquisition, identified new SaaS-based software opportunities based on research insights and competitor analyses. Devised a marketing plan and budget that drove integrated campaigns and joint partner plans. Built value propositions and use cases. Developed sales enablement tools and executed partner sales training. Identified and managed trade shows and client events. Result: supported startup in exceeding its growth plans prior to being acquired for 20x revenue.

In formulating content marketing plans, wrote white papers, case studies, press releases and blog posts. Conducted monthly webinars to foster thought leadership, increase website downloads and support social media conversion. Managed a database of 200K emails and created nurturing streams to drive interest. Integrated HubSpot and to track marketing leads and conversion goals. Results: Drove 1,200 monthly leads, on average, at a CPL of $83. Captured a monthly average of 2,800 unique website visitors. Increased website visitor-to-lead conversion rate to 6.6% (4x industry average). Secured an average of 54 attendees and 180 registrants per webinar at $3.42 CPL. Increased social media followers by 191.

To find prospects, trained and supported an appointment setting team of four. Devised scripts and weekly email campaigns to streamline telemarketing efforts. Results: booked an average of 15 monthly appointments (20% higher than objective). Captured new business from Seagate, Tesla, Amdocs, Fidelity, and El Al.

* For GENERAL ELECTRIC CAPITAL SERVICES (Norwalk, CT), hired as Market Development Manager to create offers

that maximized the company’s satellite infrastructure by targeting broadcast and media prospects. Result: enabled sales to

close the entire DIRECTV account worth $20+ million.

* For AMERICAN SOCIETY OF MECHANICAL ENGINEERS (NYC), hired as Marketing Manager - Division Level, to

introduce fresh ideas and best practices into a 135 year old non-profit that marketed the same way for decades.

In targeting decision makers across multiple verticals, introduced and implemented targeted marketing plans. Assessed landscape to identify unmet needs and articulated product differentiation. Defined customer profiles. Developed compelling product messaging. Drove thought leadership by creating content to attract defined audiences and drive customer action. Partnered with Product Management in building roadmaps. Trained Sales on product launches. Created sales enablement tools and presentations. Built collateral, videos, website pages, white papers and case studies. Led webinars to build the volunteer base, acquire new business and promote cross-selling. Measured campaigns and asset use. Results: Grew membership in three emerging, international markets and developed a prospect base that drove $3.1 Million in revenue over forecast.

* For DEUTSCHE BANK (NYC), selected to market IT infrastructure software and services to its global business units while

reporting to the VP of Product Management in London.

To maximize the bank’s data center assets, researched and identified opportunities for new products. Formulated plans to increase penetration into new banking areas by promoting solutions that maximized ROI. Guided engineering in building ITIL-aligned roadmaps. Improved product awareness by redesigning web site. Managed internal communications through newsletters, videos and broadcasts. Result: closed 109 customer engagements in the U.S., U.K., Singapore and Germany.

* For SIRMA SYSTEMS (Bulgaria), hired as a Business Development Advisor for a startup first entering the U.S. market

To translate business plans and objectives into marketing and sales strategies and recommendations, selected and managed vendors and creative agencies. Formulated integrated project plans and communicated results to executive management. Result: contributed to securing two high-profile beta customers (National Gallery of Art and Quality Vision International).

* For UNISYS (Malvern, PA), hired as Sr. Marketing Manager to facilitate change for a global computer manufacturer that

sold to the same businesses for decades.

In delivering new business, built and owned two new services-led product programs from concept to launch, followed a stage-gate review process to articulate business cases, secure resources and direct project plans. Defined customer needs and targets. Formulated positioning, value propositions, product requirements for roadmaps. Developed go-to-market plans with channel partners (Microsoft and Intel). Results: increased sales into new accounts by 10% above forecast ($2.3 Million). Pre-empted leading competitor (EMC) by being first to market with a new storage virtualization technology.

* For ADVANCED TECHNOLOGY & CAPITAL (Fort Lee, NJ), hired as a Business Development Advisor for this medical

device manufacturer startup to launch a new product worldwide.

To establish a global market presence, managed field research for product evaluation. Identified, assessed and targeted opportunities in developing countries. Opened distributor channels and trained sales forces. Executed all facets of market planning and product marketing. Results: secured three customers in EMEA and generated sales on a “shoe string” budget.

Thomas Molfetto (Cell) 908-***-**** Page 3/3

* For FLASH GLOBAL LOGISTICS (Mountain Lakes, NJ) hired as Marketing Director to generate demand for this $50M

3PL logistics provider and reported to the CEO.

To lead marketing efforts, formulated and executed strategic plans to drive lead generation and new service launches in global markets. Planned trade shows and events. Wrote web content, white papers; advertisements; sales presentations and battle cards. Managed email campaigns and webinars. Trained sales force. Result: captured new business from four technology and manufacturing leaders that generated $3 Million in annual sales.

* For CONFIGURATION MANAGEMENT (Matawan, NJ), hired as Marketing Director to generate new business for this

staffing company. Directed a marketing department of five people and reported to CEO.

In managing market planning and execution, defined customer requirements, formulated positioning and value propositions and wrote all messaging. Re-designed web site to improve SEO. Developed a social media content plan to build followers. Created sales presentations and six new videos. Managed appointment setting and email campaigns to capture leads. Results: increased website traffic by 15% and added 20% more prospects from previous year—all with a limited budget.

*For PUBLISHERS CIRCULATION FULFILLMENT (Towson, MD), hired as Marketing Director for this newspaper

distribution startup to grow business in an industry experiencing rapid transition. Reported to Senior Vice President of Sales.

To achieve market leadership acquired new business (on a minimal budget) by formulating and executing strategic programs and campaigns that promoted brand awareness and drove lead generation. Redesigned corporate website. Obtained client endorsements. Result: captured new business from three industry leaders (Financial Times, Wall Street Journal and Washington Times) that generated $17 Million in annual sales (33% increase in revenue over two years).

* For INFRAGISTICS (Cranbury, NJ), a global software firm, hired by the CEO as Marketing Director to unify product

marketing strategy with limited resources and under tight deadlines.

In delivering software innovations, partnered with Microsoft in creating joint demand generation and promotional plans. Executed workshops and trade shows. Managed webinars, email campaigns and advertising programs (controlled $2 Million budget). Unified web site messaging to support SEO. Results: Added 23% more qualified leads to the sales funnel from previous year. Launched two new software products that drove a 17% increase in revenue from the prior year.


New York University, Leonard N. Stern School of Business

Course completion in marketing post-master’s program

New York University, Schack Institute of Real Estate

Completed majority of requirements for MS degree in Real Estate Finance

City University of New York, Baruch College, Zicklin School of Business

MBA, Business Management; Beta Gamma Sigma (honor society)

University of Georgia, Athens, GA; BS, Agronomy

Keller Graduate School of Management (NYC)

Hired to teach graduate level courses in Marketing Management, Channel Management and Sales Management


Professional Certified Marketer (American Marketing Association)

Target Marketing Methodology (Chasm Group, Geoffrey A. Moore), 120 hours.

Six Sigma Green Belt Certification

Media Training (AT&T), 36 hours

Competitor Analysis and Intelligence Training Course (Babson College)

IBM Digital Marketing Training, 32 hours

NASD Series 7, 63, and life insurance & health insurance licenses (past issued)


National Information Standards Organization; Committee Member - Membership & Engagement

Convetit, Inc., Palo Alto, CA; Thought-leadership Panel Member - The Future of B2B Content Marketing and Lead Generation

American Marketing Association

Society of Competitive Intelligence Professionals (former member)

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