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Account Based Marketing

Oceanside, CA
February 26, 2020

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Oceanside, CA – – (C) 415-***-****


• 14+ years of experience driving account-based marketing, field marketing, and content strategy for high-tech companies such as DataStax, VMware, BEA Systems, IBM, and others.

• Designed and executed aggressive ABM marketing programs to ensure that sales exceeded revenue goals.

• Worked collaboratively across a matrix environment – sales leadership, digital, content, product marketing, partners – to generate buzz and maximize revenue.

• Excellent written and project management skills with a strong desire to succeed. PROFESSIONAL EXPERIENCE

DATASTAX, remote position October 2018 – present

Senior Manager, Account Based Marketing – Global Accounts

• Collaborated with Sales to develop and execute integrated client-centric Strategic Account Management programs for assigned accounts to build brand, develop strategic relationships and support pipeline. Reached 100% of target accounts and contributed 150% of goal to pipeline.

• Coordinated with global sales leadership to ensure agreement on priorities, set aggressive goals for lead conversion, pipeline, and account-based marketing initiatives.

• Drove Account Based Marketing cross-functional demand generation programs such as regional events, workshops, email, customer videos, digital, webinars, content syndication, and direct mail to generate buzz and qualified leads.

• Applied an understanding of industry trends and account-based programs to implement a demonstrable growth strategy for each assigned account and/or industry. In first year, increased overall account engagement by 62%.

• Partnered with marketing leadership and corporate demand generation to develop a regional Account-Based Marketing strategy across all channels--including email, digital, direct mail, webinars, and more.

• Re-purposed relevant marketing content and programs to do more with less. Leveraged content across accounts/industries to support sales goals.

• Developed the account-based marketing content and execution strategy, created persona-based content, mapped content to customer journeys and executed targeted campaigns across multiple digital channels to drive demand generation at scale within accounts.

• Worked with Inside Sales teams to drive program success, program follow up, conversation rates and closed loop communication.

• Executed on programs and tracked opportunities, pipeline, and marketing influence using Marketo, Salesforce, Engagio, and marketing attribution technology.

• Analyzed and improved the quality of campaigns, acting on weak areas, optimizing strengths, measuring and controlling ROI based on actual costs and performance results.

• Generated $25M in ABM-sourced revenue through integrated campaigns – measured, analyzed and communicated results to executive staff.

• Leveraged ABM marketing tech stack to drive results: Marketo, SFDC, Bombora, and Engagio. RESMED, INC, San Diego, CA February 2016 – Oct 2018 Senior Manager, Demand Generation

• Spearheaded and project managed the global rollout of Marketo, to include working with a cross functional team, capture priorities, clean up SFDC, create processes and workflow, and lead scoring.

• Drove global marketing programs for ResMed’s SaaS business unit, to include coordinating across multiple global regions to deliver messaging framework and program guidelines. OPTYMYZE SOFTWARE, remote position November 2014 – Feb 2016 Director, Demand Generation and Field Marketing

• Worked with global sales and marketing to develop and execute aggressive marketing plans that generated the highest number of qualified leads and conversion to pipeline – on average exceeded KPIs by 40%.

• Designed and executed a wide range of strategic programs to attract leads and nurture them towards sales opportunities. Within first 12 months, increased sales accepted leads by 250%.

• Managed the Account Based Marketing (ABM) program to include, working with sales to identify key accounts, researching market trends, producing targeted content, organizing account-specific digital campaigns and events, and interfacing with executive-level customers.

• Managed Social Media – increased conversion rates from 1.84% to 2.35%, above industry average.

• Managed a 4-person global marketing team across three countries consisting of Field Marketing, Events and Marketing Operations.

VMWARE, INC, remote position July 2011 – Oct 2014

Senior Manager, Field Marketing – Cloud Management Business Unit

• Responsible for driving 33% of sales pipeline through field marketing campaigns for the Cloud Management Business Unit of VMware.

• Developed strategic marketing plans, objectives, and goals across multi-channel and global teams – responsible for $3M marketing budget.

• Analyzed market and customer requirements to determine the right marketing mix of regional seminars, trade shows, online campaigns, lead nurturing campaigns, partner programs, social media, SEM/PPC, web seminars, content syndication, user groups, telemarketing, videos, and list purchases to generate pipeline.

• Managed the Account Based Marketing (ABM) program to include, working with sales to identify key accounts, researching market trends, producing targeted content, organizing account-specific digital campaigns and events, and interfacing with executive-level customers.

• Designed and delivered world-class events, seminars, lunch & learns, and roadshows for VMware’s top customers and prospects.

• Actively searched for speaking opportunities at events. Gained experience working with all levels of speakers, industry consultants, partners, and various presenters from around the world.

• Worked with sales and operations to define key KPIs, metrics, and other relevant reporting requirements.

• Compiled, prepared, analyzed and published weekly/quarterly marketing and sales performance reports to discover trends in pipeline that would result in more targeted and effective lead generation tactics. Communicated results to executive staff and worldwide sales.

• Worked closely with Executives, Sales, Corporate and Field Marketing and Product Marketing to create and lead the execution of various marketing programs to promote awareness and adoption among current and potential customers.

• Managed a team of 10–30 employees, vendors and contractors. These include direct reports, outside vendors, contractors, partners, and employees on project teams accountable for the development of marketing, sales and operations materials.

• Developed Inside Sales follow-up process by establishing lead scoring system, email templates, library of marketing assets and conducting weekly meetings to educate on marketing programs and cold- calling best practices. Resulted in over 200% increase in leads accepted by Field Sales.

• Expert at managing Marketo and – resulting in more closed business and greater return on marketing investment.

DIGITAL FUEL TECHNOLOGIES (acquired by VMware), remote position Sept 2007 – July 2011 Director, Global Marketing Programs

• Built demand generation function from the ground up at this venture-backed SaaS startup. Responsible for generating awareness and demand worldwide.

• Managed a 10-person remote marketing team consisting of field marketing managers and inside sales.

• Developed and maintained strong relationships with sales organization to ensure alignment with objectives and campaign success.

• Worked closely with counterparts across the company including those in Sales, Senior Executives, Global Demand Generation, Product Marketing, Corporate Marketing, and Creative Services to devise and then execute the Marketing plan globally.

• Developed and tracked meaningful program metrics to optimize marketing effort and communicate results to executives and sales leadership.

• Executed an integrated mix of outbound/inbound programs from end-to-end for different prospect profiles and buyer stages: events, web, email, content marketing, social media, events.

• Produced the Customer Advisory Board (CAB) consisting of 15 CIOs from large enterprise.

• Spearheaded the development and managed Digital Fuel’s social media presence, including company blog, Twitter, and LinkedIn profiles.

• Served as System Administrator, to include set-up and customization, lead flow, reporting, workflow, and training new employees.

BEA SYSTEMS (part of Plumtree acquisition), San Francisco, CA Sept 2004 – Sept 2007 Senior Manager, Marketing Programs - Business Intelligence Division (BID)

• Responsible for leading digital campaigns and event strategy by delivering integrated go-to-market programs and campaigns designed to drive buzz and build measurable sales pipeline for BEA’s AquaLogic product line including business process management (BPM), enterprise social computing

(Web 2.0) and portal product suites.

• Managed $1.5M marketing budget, tracked ROI, calculated expense to revenue and reported metrics to executive staff.

TESSERACT CORPORATION, San Francisco, CA Oct 2000 – Sept 2004 Field Marketing Manager

• Arranged yearly user conference with attendance up to 500 people, to include Web site, invitations, registration, speaker recruitment, travel coordination, hotel negotiation, staffing, décor, A/V, and catering.

• Decided on trade shows for participation and managed all aspects of event logistics, developed booth messaging, ordered equipment, managed labor, handled shipping. IBM, Oakland, CA June 1995 – Oct 2000

Field Marketing Manager

• Organized and managed all aspects of industry focused global tradeshows/conventions.

• Identified and negotiated the best terms with all vendors. EDUCATION

San Jose State University, San Jose, CA

Bachelor of Arts in Psychology

Bachelor of Arts in Behavioral Science

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