Vice President, Marketing

SHANNON KARL 918-***-**** ************@*****.***

Results-driven B2B marketing and communications executive with deep experience developing and executing strategic marketing and communications plans that exceed targets. Proven, hands-on leader who gains support of stakeholders and cross-functional teams, develops partnerships, and builds quality relationships with a shared sense of purpose. Industry and Role-Based Marketing

B2B Marketing & Sales Enablement

Strategic Planning & Positioning

Product and Services Marketing

Internal/External Communications

Brand & Program Management

Business Partner Marketing

Digital & Social Marketing

Integrated Marketing Campaigns

Thought Leadership Development

Agency Management

Account-Based Marketing

DRIVING RESULTS THROUGH ACTION

• Spearheaded program to transfer CFO brand awareness from PwC Consulting to IBM post-acquisition.

• Developed account-based marketing program that strengthened relationships with C-level clients and became an industry best practice.

• Launched a segment-based partner marketing program that increased leads by 133% and overachieved revenue objectives by 17%.

• Re-designed small/medium business partner marketing initiative, reducing number of campaigns by 70% while increasing revenue 25% year over year.

• Transformed North America industry marketing organization, achieving more than $2B revenue against a

$10M budget, surpassing targets by 43%.

• Executed IBM’s award-winning Smarter Cities initiative, exceeding targets by more than 140%. PROFESSIONAL EXPERIENCE & BUSINESS VALUE

SAP

VICE PRESIDENT, INDUSTRY MARKETING 2018-PRESENT

MARKETING LEADER, APPLICATIONS AND LINE OF BUSINESS 2016-2018

• Brings SAP’s portfolio to life for customers and prospects by leading with industry-specific business capabilities and outcomes, supported by powerful customer stories and differentiating solutions.

• Leads a team of marketers responsible for driving awareness, brand permission, and demand for Tier 1 industries, accounting for approximately $800M in marketing generated pipeline annually.

• Responsible for North America field marketing for HR and Finance LOBs, as well as SAP ERP applications, whose campaigns resulted in more than $300M in marketing generated pipeline annually.

• Generates demand by crafting strategic integrated digital, social, and face to face/event marketing programs, providing channel support/guidance by emphasizing sales partnerships and seller education. NGA Human Resources

EXECUTIVE DIRECTOR, NORTH AMERICA MARKETING 2014-2016

• Developed marketing strategy and plan to establish brand awareness and drive revenue for NGA’s North America payroll solution and outsourcing business, over-achieving annual targets by 200%.

• Launched program to strengthen relationships with key sourcing advisors and analysts, establishing NGA brand permission and resulting in client RFPs.

• Developed value prop, messaging, and end-to-end go-to-market plan for new medium enterprise solution offering.

• Created new approach and look and feel for third-party events, improving by 76% time taken to action a marketing-generated lead.

SHANNON KARL Page 2-918-***-**** ************@*****.*** IBM

DIRECTOR, GLOBAL ALLIANCES AND DISTRIBUTION SECTOR MARKETING 2013-2014 DIRECTOR, MID-MARKET AND PARTNER MARKETING 2011-2012 INDUSTRY DEMAND PROGRAMS LEADER 2009-2011

• Led teams of global and geography market segment managers (MSMs), sales enablement professionals, and demand generation specialists focused on nine strategic alliances, including SAP and Oracle, that drove $13M+ in annual revenue.

• Built and led a team of 40 audience, alliance, and industry-aligned marketing professionals responsible for the development of cross-portfolio marketing program strategy and execution.

• Developed joint value propositions, marketing strategies, and execution plans designed to drive services signings and top line revenue growth with partners.

• Drove the global strategy and execution of IBM’s largest industry trade event, National Retail Federation, which brought together more than 30K decision makers and drove $400M+ in revenue.

• Provided strategic direction to and managed multiple agency resources, including George P. Johnson and Ogilvy & Mather.

IBM Global Business Services/PwC Consulting

AMERICAS INDUSTRY AND ACCOUNT-BASED MARKETING LEADER 2005-2009 GLOBAL MARKETING MANAGER, FINANCIAL MANAGEMENT AND BUSINESS INTELLIGENCE 2000-2004 ASSOC. GLOBAL MARKETING DIRECTOR, BUSINESS INTELLIGENCE 1999-2000

• Managed ABM and industry marketing, PR, and internal communications for $2 billion consulting practice.

• Created and executed customized marketing programs for approximately 120 IBM accounts; program used as a best practice and was basis for IBM global account-based marketing initiative.

• Developed program to shift PwC Consulting brand awareness in the financial management space to IBM Business Consulting Services, post-acquisition; launched first-ever CFO Study.

• Positioned IBM as Thought Leader through newsletters, webcast education, and whitepaper promotion.

• Enabled channels by developing collateral, multimedia, and interactive tools and educating sales team.

• Generated demand via proprietary and third-party events, direct mail, and telemarketing. ADDITIONAL ROLES

PUBLIC RELATIONS AND MARKETING MANAGER, PRICEWATERHOUSECOOPERS 1997-1999 PUBLIC RELATIONS PROGRAM MANAGER, US ROBOTICS 1996-1997 MARKETING/PUBLIC RELATIONS MANAGER, CORIOLIS GROUP BOOKS 1993-1997 Education

Bachelor of Science in Communications/Advertising, Northern Arizona University

Contact this candidate