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Sales Marketing

Location:
Cranford, NJ
Posted:
February 23, 2020

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Resume:

TOM MOLFETTO

Cranford, NJ ***** 908-***-****

adbxvs@r.postjobfree.com linkedin.com/in/tmolfetto

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.

BUSINESS EXPERIENCE

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-***-**** adbxvs@r.postjobfree.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-***-**** adbxvs@r.postjobfree.com 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.

EDUCATION

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)



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