LARISSA WHITNEY COX

****- *** ******** ******, *********, BC V3K 0E2

Tel: 604-***-**** Email: adc4l2@r.postjobfree.com

PROFESSIONAL PROFILE

Dynamic marketing professional with high proficiency in building and nurturing leads through integrated marketing strategies. Effective use of marketing automation and content marketing tactics to generate qualified leads for sales team in both B2C and B2B environments. Furthermore, utilized social media marketing strategies, organic SEO and landing page optimization techniques, and best practices for permission-based email marketing campaigns to increase exposure, traffic, and conversion. Achieving a Master of Science helped give an analytical edge to all marketing endeavours: employing the scientific method through rigorous testing and statistical analysis to deliver quantifiable, repeatable results from inception to launch.

EXPERIENCE:

Marketing Manager • Fatigue Science • Mar 2019 – Mar 2020 Fatigue Science helps organizations reduce risk, improve productivity, and optimize human performance through the science of sleep. Readi™, Fatigue Science’s enterprise suite, analyzes wearable data in order to predict sleep’s impact on key performance factors, such as reaction time and cognitive effectiveness. During my tenure, MQLs have increased 200% and sales have risen 40%. My duties include:

● Brand Management: Responsible for consistency of design, voice, and values in all outward facing materials, as well as management of all project marketing collateral, from concept through to completion.

Oversaw the launch of cornerstone product, Readi, including reveal at expo, and 3 days of live streamed product discussions, as well as resurface of the website, and new collateral.

● Manage all Earned, Owned, and Paid Media:Ownership of corporate website, social accounts, paid accounts, and relationship with media.

Over my tenure, website views have increased 100%, while bounce rate decreased by 60%

Started monthly email newsletter, which now goes out to over 6000 subscribers

Secured feature in Alive Magazine, New York Times, as well as several other publications and blogs

● Sales Enablement and Content Marketing: develop and execute on all content including, brochures, blog posts, white papers, case studies, webinars, sales presentations, as well as sales email templates and scripts.

Enabled a newly created industrial sales division with all new sales material and funnel support

● Events and Trade Shows:Provides guidance and support for global events to help build awareness and leads within our core industries

Managed over 20 physical and digital events for sales and customer support, in Canada, USA, and overseas, including marketing campaigns, print and shipping logistics for booth, banners, and any collateral, as well as coordination of people for hotels, flights, and meetings.

● Marketing Analytics:Provide insight into the quantity and source of leads and efficacy of marketing efforts in an organized and digestible fashion to executive team on weekly basis.

Improved reporting through modifications to Salesforce reports and dashboards, as well as integration with marketing tools such as SiteImprove.

Marketing Manager • Binary Stream Software Inc. • May 2018 – Mar 2019 Binary Stream is a gold-certified Independent Software Vendor (ISV) that offers several solutions to enhance the accounting capabilities of Microsoft Dynamics ERPs. My duties as Marketing Manager include, but not limited to, the following: Team Leadership

● Managing marketing team of 4 full time staff and 2 contractors, providing guidance and leadership for a cohesive marketing effort and a marketing budget of $700,000.

● Driving performance of the Marketing team, creating an environment of trust, challenge and empowerment so that each member is contributing their best.

Market Analysis

● Understanding the Microsoft Dynamics ERP market problems through sales insight, research and competitive analysis and Binary Stream’s unique offerings to address them.

● Understanding the various target markets and their unique needs and evaluate through research to help understand evaluators of the product and the buying process.

Demand Generation

● Create and manage an annual marketing plan that integrates campaign management and messaging/collateral development to support the strategic directions of the organization.

● Spearheading application of the Federal Government Western Economic Development Initiative, a $5M grant to expand the product into the European territories. This includes expanding the product lines into new ERP platforms and geographical territories.

● Development of a new lead and opportunity process, including liaising with and training sales on handover from marketing to sales, as well as facilitating new tools (Hubspot Marketing Automation) Vertical Marketing Manager, Integrated Imaging Systems• FLIR Systems • September 2017 – May 2018 As a Vertical Marketing Manager within the Integrated Imaging Systems business unit of FLIR, I collaborate with sales, product, and engineering teams to ensure the best experiences for value-added resellers, as well as end-user customers of the products.

● Establish global marketing calendar and collaborate with team on allocating a $2M marketing budget.

● Manage digital paid media budget of $200,000 across four languages.

● Create print and digital content in association with team for both reseller efficacy and end user demand generation.

● Establish guidelines for reseller branding and promotion of hardware, as well as sponsorship and co-marketing opportunities. As part of a wider contributor to the Industrial marketing segment of FLIR, I work with other marketers, graphic designers, web managers, and content creators, to create strategies that represent our company in a cohesive manner.

● Optimize marketing automation to CRM workflow for specific business units.

● Aid in establishing framework for marketing automation campaigns to ensure optimal lead generation and reporting.

● Audit and enhance AdWords and social media strategy for specific business units.

● Facilitate funnel analysis and reporting.

Marketing Manager • Tsunami Solutions Ltd. • August 2014 – September 2017

● Full responsibility for brand and marketing strategy of Tsunami Solutions’ cornerstone product, SafetyLine Lone Worker

● Managed team of 4 direct and indirect reports to execute on all marketing endeavors including: rebranding and brand maintenance, website design, content marketing (newsletters, eBooks, blogging, whitepapers, case studies), sales funnels (PPC, landing pages, drip campaigns), social media (Facebook, Twitter, LinkedIn), as well as company-wide photography/videography.

Efforts have resulted in increase in site visits by 1500% and quadrupled Marketing Qualified Leads to sales team

● Initiated Sales Enablement activities including slidedeck and script creation, automated play-on-demand sales presentations, automatic triggering of email campaigns based on lead activity, and automatic sales notifications based on lead activity

Efforts have resulted in small sales team maintaining double-digit percentage growth year over year

● Initiated Customer Retention efforts such as play-on-demand online learning tools, rebranded Help Centre, online live training booking, and weekly newsletter customer tips

Efforts have resulted in 5+ year customer retention rate, and 53 Net Promoter Score (14 points higher than industry average)

Digital Analyst (Part-time Consulting) • Echo Storytelling Agency • February 2014 – September 2017

● Created in-depth reports showing efficacy of agency’s execution of social media, video production, and content marketing for client accounts (London Drugs, Chartered Professional Accountants CPA)

● Utilized Google Analytics, Sprout Social, native social media reporting tools, to analyze metrics against stipulated goals, gauge marketing effectiveness, and recommended strategies for future growth. Owner and Principal • Stick Horse Marketing Ltd. • February 2014 – September 2017

● Lead team of 8 telecommuting staff to develop digital marketing initiatives for over 200 B2C and B2B brands including product manufacturing, ecommerce merchants, consumer goods, B2B software solutions and other various vendors.

● Digital services included social media copywriting and content curation, graphic design, PPC strategy and maintenance, landing page design, social contest production, website design, SEO solutions, email drip campaign design, and photography and videography for social media use.

Marketing Coordinator / Growth Hacker • ethicalDeal • September 2013 – February 2014

● Managed two assistants to execute KPI driven digital marketing campaigns to increase customer acquisition and retention.

● Utilizing A/B and multivariate testing to optimize campaign performance and increase campaign success.

● Managed and oversaw content marketing strategies including email (with a list over 100,000), social media (over 10,000 followers), PPC ($1000+ budget/mo), landing pages (with 15-40% CTR), as well as video production for owned brand and clients. Creator and Proprietor • Tack ‘n’ Talk Online Equestrian Resource (tackandtalk.com) • March 2009 – Present

● Online resource of 15,000 readers/month with accompanying social media following over 20,000.

● Hosted award-winning social media contests including sweepstakes, polls, and photo contests, on various social networks with product placement from wholesalers, online retailers, and brick & mortar store EDUCATION:

Certificate in Data-Driven Marketing

Cornell University • March 2016

● Estimate nonlinear market response models and use conjoint analysis to measure consumer preferences

● Analyze consumer data to arrive at a numerical measure of the customer’s preference for each attribute

● Customer segmentation and how segmentation fits into the process of developing marketing strategy

● Interpret a scoring model to make strategic decisions about potential customers and target segments Pragmatic Marketing Certified - Level 1 in Market

Pragmatic Marketing • February 2016

● How to assess Buyer types, and the associated Journey they progress through to purchase any product

● Effective strategies to gain approval within multiple departments for marketing, and measure plans against company-wide KPIs Web Analytics and Reporting

UBC Sauder School of Business Continuing Studies • October 2013

● Fundamentals of visitor activity analysis including visitor, departure and path analysis

● Understanding how to use web analytics for optimizing search engine rankings and conversion Master of Science in Applied Equine Science

Royal Agricultural College, Cirencester, United Kingdom • October, 2012

● Attended international conferences in North America and Europe; wrote succinct reviews for industry related newsletters.

● Emphasis on scientific research, stressing pragmatism, multi-tasking, and screening for information relevance. Post Graduate Certificate in Equine Science

University of Western England: Hartpury College, Gloucester, United Kingdom • September, 2010

● Focused on scientific literature review, developing critical analysis, and ability to apply the scientific method to problem solving.

● Rigorous training pertaining to data collection, methodology, and appropriate use and analysis of statistics. Bachelor of Arts in Christianity and Culture (with minor in Applied Biology) Trinity Western University, Langley, British Columbia, Canada • April, 2009

● Focused on effective dialog between conflicting groups, with emphasis on strong presentation skills, and articulate written skills.

● Emphasis on group cohesion, using various mediums to present work in novel ways, and communication skills.

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