B2B PRODUCT MARKETING / MARKETING MANAGEMENT / MARKET PLANNING
Hands-on and responsive problem solver who leverages cross-industry best practices and tactics to get the
job done and deliver results. Professional Certified Marketer and MBA who is ITIL, Six Sigma and Chasm
Group (Geoffrey Moore) trained and who has a persistent work ethic in learning new technologies and
industries. Insightful and resourceful strategist who identifies opportunities and then builds and executes
organized and integrated growth plans across global markets from start to finish. Energetic leader, who is
passionate, yet is calm under pressure. Team player and motivator who is flexible in adapting to SaaS, AI or
FinTech start-ups and non-profits and who is KPI and ROI results focused in achieving objectives.
AREAS OF EXPERTISE
Market Analysis and 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 and Demand Generation including formulating unique value and selling propositions
and use cases and crisp targeted messages; developing marketing communications to support customer
acquisition and revenue objectives; building thought leadership assets, including: webinars, white papers
and case studies to 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.
Sales Enablement and Field Marketing including researching key accounts, identifying business needs
and managing an appointment setting team; analyzing account structure to close coverage gaps; delivering
sales training, tools and presentations to support prospect engagements and presales activities; initiating
partner training and aligning sales teams with channel partners for joint sales calls; securing reference
accounts; planning trade shows and client events; and managing external and internal prospect databases.
Business Development and Market Planning including translating business plans into recommendations
for start-ups entering the U.S. market; formulating and managing budgets and forecasts; establishing goals
and KPIs for product launches; securing resources from technology partners; selecting and managing
vendors and agencies; formulating integrated project plans and project deliverable checklists for targeted
campaigns; tracking, reporting, and delivering post project analyses to capture lessons learned;
participating in product roadmap development; preparing presentations for industry analysts and customer
briefings; and communicating recommendations, strategies and plans to key executives.
ACCUITY (London), a Fintech software firm 2019
Served as a Product Marketing Manager (director-level) to integrate products from two AI, SaaS-based
startup acquisitions into the core portfolio. Owned marketing strategy to acquire new logos. Result:
Launched two new portfolios that generated new business from four global industry leaders.
In aligning with global sales and product management teams from three distinct company cultures,
directed demand generation campaigns, which added 11% more qualified prospects to the sales funnel,
and ensured sales enablement.
Analyzed the competitive landscape to discover our unique differentiation, uncovered customer buyer
preferences and needs to build use cases and support product road map development.
Clearly positioned products and translated technical language into crisp messaging to target audiences.
Executed promotional and thought leadership-driven plans from start to finish all with limited
resources and under tight deadlines; formulated KPIs, tracked ROI, and carried out win/loss analyses.
Unified web site messaging to elevate the user experience and increase traffic.
Managed all webinars and client summits in London, New York and Singapore.
AMERICAN SOCIETY OF MECHANICAL ENGINEERS (NYC), a non-profit 2017 2019
Hired as a Marketing Manager to introduce fresh ideas into a 135 year old non-profit. Result: Grew
membership in global markets and generated demand from key accounts that drove $3.1M over forecast.
Thomas Molfetto 908-***-**** email@example.com Page Two
AMERICAN SOCIETY OF MECHANICAL ENGINEERS (NYC), a non-profit, continued:
Introduced this non-profit to measurable B2B marketing plans and best practices for targeting decision
makers that led to revenue and customer growth across multiple verticals and geographies.
Assessed market to identify unmet needs; defined customer profiles and purchasing motivation.
Drove thought leadership by creating compelling content and formulated integrated content plans to
attract defined audiences and to drive action.
Built collateral, videos, website pages, white papers and case studies and led webinars to grow the
volunteer base, acquire new business and promote cross-selling of training programs and conferences.
Created sales enablement tools battle cards and sales decks and trained Sales on products.
Growth Marketing Consultant for two software startups and a cybersecurity firm 2015 2017
SIRMA SYSTEMS (Bulgaria), a SaaS-based, AI software company 2016 2017
Served as a Business Development Advisor for a startup first entering the U.S. market. Translated business
plans and objectives into marketing and sales proposals for executive management. Result: Contributed to
securing two high-profile beta customers (National Gallery of Art and Quality Vision International)
J9 TECHNOLOGIES (NYC), an ITOM software startup company 2015 2016
Served as a Marketing Director. Managed a product launch and drove demand by co-marketing events and
webinars with channel partners - IBM, HP, AppDynamics and Dynatrace. Results: Built a new website that
drove an average of 30 qualified leads per month. Captured an average of 7,400 monthly website visitors.
COMODO (Clifton, NJ), a Cyber Security firm 2015
Served as Marketing Director for a Security Information and Event Management solution launch (SIEM).
Results: Built sales enablement tools and trained partners to increase joint sales engagements by 30%.
Booked an average of two product demonstrations per week. Grew the Proof of Value customer base to 75.
NEEBULA SYSTEMS (Israel), a SaaS startup acquired by ServiceNow (Santa Clara, CA) 2013 2015
Hired as a Marketing Director to build brand awareness, drive demand generation and ensure sales
enablement. Transitioned to SaaS software leader, ServiceNow, after the acquisition in 2015, to continue to
drive product marketing and field marketing.
To grow the business prior to acquisition, identified SaaS-based software opportunities and devised a
demand generation strategy and budget that drove integrated campaigns, advertising programs and joint
channel partner plans; defined customer needs and targets based on research insights; articulated
product differentiation and determined positioning following competitor analyses. Defined value
propositions and built use cases; translated technical features into crisp messages. Result: Contributed
to exceeding growth plans for a startup that was later acquired by an industry leader for 20x revenue.
In formulating and executing content marketing plans, wrote white papers, case studies, press releases
and blogs; conducted webinars to foster thought leadership, increase website downloads and support
social media conversion; and identified and managed trade shows and client events. Results: Drove
1,200 monthly leads on average at a CPL average 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 including followers from HP, CA, BMC and IBM. Captured an average of 225
leads per trade show with an average lead conversion rate of 15% (best-in-class).
To manage prospects, organized a database of 230K emails and created nurturing streams to drive interest.
Integrated HubSpot and SalesForce.com to track leads, conversion goals and to satisfy marketing objectives.
To grow the sales pipeline, developed sales enablement tools, including battle cards, pitch sheets and initial
call decks; executed partner sales training; trained and supported an appointment setting team of four by
providing suspect leads, devising 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.
Marketing and Business Development Consultant 2008 2013
Served as a full time employee for a staffing firm, a logistics provider, a medical device startup and a global
investment bank to drive strategy development, market planning and go-to-market execution.
CONFIGURATION MANAGEMENT (Matawan, NJ), a staffing company 2013
Hired to grow new business and launch new services. Directed a marketing department of five people and
reported to CEO. Result: Added 20% more prospects to the sales funnel from previous year.
Thomas Molfetto 908-***-**** firstname.lastname@example.org Page Three
Marketing and Business Development Consultant (continued):
FLASH GLOBAL LOGISTICS (Mountain Lakes, NJ), a $50M global logistics provider 2012 2013
Hired by the CEO to generate global business and lead product launches (controlled $2M budget) under
tight deadlines. Result: Drove $3M in revenue from industry leaders in emerging, BRIC markets.
ADVANCED TECHNOLOGY & CAPITAL (Fort Lee, NJ), a medical device startup 2011 2012
Hired as a Business Development Advisor to launch a new product, worldwide. Managed research and built
distributor channels in developing countries. Result: Secured three PoV customers on a minimal budget.
DEUTSCHE BANK (NYC), a global investment bank 2008 2010
Hired by the VP of Product Management in London to maximize the banks data center assets. Formulated
plans to increase penetration into new areas, guided engineering in building ITIL-aligned roadmaps, and
managed all internal communication. Result: Closed 109 new customers in the U.S., U.K., and Japan.
PCF (Towson, MD), a newspaper distribution startup 2005 2008
Hired by the CEO to grow business in an industry experiencing rapid transition. Results: Drove new business
from the NYT and WSJ that generated $17M (33% increase) and positioned the firm as the new market leader.
UNISYS (Malvern, PA), a global manufacturer that built the first commercial computer 2001 2005
Hired as a Product Market Manager to facilitate change for an old firm that was losing market share. Owned
two new services from concept to launch. Followed a stage-gate review process to articulate business cases,
secure resources and direct project plans. Partnered with Microsoft and Intel in executing demand
generation plans. Results: Increased sales into new accounts by 10% above forecast ($2.3M) and pre-
empted a competitor (Dell) by being first to market with a new technology.
GENERAL ELECTRIC CAPITAL SERVICES (Norwalk, CT), a satellite communications firm 1995 2001
Hired to grow broadcast sales. Result: enabled sales to close the entire DIRECTV account worth $20M.
New York University, Leonard N. Stern School of Business
Course completion in marketing post-masters program
New York University, Schack Institute of Real Estate
Completed majority of requirements for Master of Science 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
Bachelor of Science (BS), Agronomy
Keller Graduate School of Management, New York, NY
Hired to teach graduate level courses in Marketing, Channel Management and Sales Management
CERTIFICATIONS AND TRAINING
Professional Certified Marketer (American Marketing Association)
Target Marketing Methodology (Chasm Group, Geoffrey A. Moore), 120 hours
Six Sigma Green Belt Certification (GE)
Media Training (Unisys), 36 hours
Competitor Analysis and Intelligence Training Course (Babson College)
IBM Digital Marketing Training, 32 hours
NASD Series 7, 63, and life insurance and health insurance licenses (past issued)
NLP Master Practitioner Certification (Society of Neuro-Linguistic Programming)
Robotics Process Automation Business Analyst Certification (UiPath)
ITIL - Information Technology Infrastructure Library (Deutsche Bank)
MEMBERSHIPS AND AFFILIATIONS
National Information Standards Organization; Committee Member - Membership and Engagement
Convetit, Palo Alto, CA; Thought-leadership Panel Member (B2B Content Marketing and Lead Generation)
American Marketing Association
Strategic and Competitive Intelligence Professionals (former member)