Marketing Digital

SUMMARY

Marketers are becoming more advanced through the use of integrated customer databases,

analytic modeling, artificial intelligence, and automated marketing campaigns. Through my experience and education, I understand the "connective tissue" that provides the bridges between the customer, the marketing dept, and the supporting infrastructure (data, models, systems). As I progress through my Masters in Analytics and my MBA, I am looking to pivot my career to a marketing leadership or analyst role where I could utilize my experience, make an impact, and progress my career.

EDUCATION

Bachelor of Arts in Communications, Minor in Computer Science St. Cloud University St. Cloud, MN

Business Analytics (MS) and MBA - Dual Master's Program Hamline University St. Paul, MN

Candidate for Graduation for Business Analytics – Fall 2021 Candidate for Graduation MBA – December 2022SKILLS SKILLS

Marketing Software Management

Marketing Strategy

Demand Generation

Brand Management

Marketing Communications

Tradeshows/Events

Channel Marketing

Product Marketing

Product Launches

International Marketing

Sales Tool – design & development

Writing – Copy, PR, Technical

R

Python

SQL

Tableau

Microsoft Office

Marketing Automation (Marketo, Pardot)

Salesforce

Website (Sitecore, WordPress, HTML)

Adobe Creative Suite

ClickView

G-Suite

Leadership

People & Team Management

Vendor Management

Metrics and Analytics

Program Management

Lean and Agile Management

Public Speaking

Training

EXPERIENCE

January 2006 –

Present

Becklain Marketing Minneapolis, MN

Strategic Marketing Advisor

Managed marketing initiatives on an as-needed basis for former employers and business associates, primarily while employed full time.

• Financial Services – Developed four campaign streams to drive new customer acquisition for financial planners. Develop dashboards that provide insights and visualization into sales performance relative to KPIs, projections, and historical performance.

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• Publisher – Optimized the lead management process and Pardot instance to utilize the system's functionality fully. This included the initial assessment, campaign and channel strategy based on needs and growth requirements, and development of scoring, templates, and the initial nurturing program with content and automation.

• Transportation Manufacturer – Developed a demand generation program to include marketing automation (Marketo) and analytics, lead management process improvement, scoring, metrics used for KPIs and performance measurement, and training for marketing and sales.

• Digital Marketing Agency – Managed the service launch for a quick-start campaign offering for Healthcare and Financial Service organizations. Optimized the tradeshow program for efficiencies and increased leads. Significant work and collaboration with the Salesforce and Google partners. June 2018 –

November 2019

GTT (Fortive) Oakdale, MN

Marketing Director

Directed marketing strategy and initiatives within the Transportation and Smart City industries, marketing to government agencies at the city, county, and state levels. Responsible for building pipeline and accelerating revenue and managed a high performing team of 5.

● 75% increase in MQLs over 2018 (annual target achieved by 9/19) and a 110% increase over 2018 in bookings related to a marketing initiative (annual goal achieved by 7/19)

● Presented at weekly leadership Gemba stand-up meetings reflecting department KPIs, metrics, and current campaigns and events to achieve targets.

● Lead bi-weekly Kanban meetings for the team's current projects and future demands.

● Managed the broader marketing department budget of $5M with 100% OTD.

● Increase web traffic by 150% over 2018 by performing in-depth analysis and optimization of keywords, content, and Google Adwords

May 2015 –

March 2017

FOSS Eden Prairie, MN

Marketing Director

Directed marketing team and all marketing initiatives and for the North American subsidiary of FOSS

(agriculture and food industry) and member of the global marketing strategy team.

● Developed a comprehensive demand program that formalized the lead management process, generating a 17.5% increase in conversion rates from MQL to SQL in 2016.

● Increased 2016 key tradeshow leads by 50% over 2015 and decreased overall show spend by implementing a comprehensive event strategy and a focus on fewer, targeted shows.

● Directed the significant upgrading of the customer database resulting in over 100,000 updated and appended records while increasing opt-in prospects within key market segments by 60,000.

● Led subsidiary in a global initiative to develop buying personas, value propositions, and messaging for key products and segments to create more effective sales tools and website presence. January 2006 –

May 2015

Scantron (Harland Clarke Holdings) Eagan, MN

Director of Demand Generation & Marketing Systems

Managed the strategy and execution for demand generation programs to acquire new customers, drive revenue from current customers, and customer retention initiatives—direct manager for all marketing systems.

● Led extensive a/b testing on emails and landing pages, generating a 30% increase in conversion rates from MQL to SQL in 2014 and a 54% increase in 2015.

● Successfully guided the transitioning of new automated platforms from Marketo to Pardot. Headed oversight of all data transfer, Salesforce integration, user training, scoring/grading, data verification, ROI reporting, and Google Analytics.

● Appointed project manager for a $1.5 million redesign of the company website. Partnered closely with creative vendors, internal SMEs, and technical teams to develop a Sitecore CMS platform allowing integration with Marketo and Salesforce.

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Director of Commercial Marketing Eagan, MN

Implemented marketing strategy and implementation of four divisions of business: safety (SaaS), international, healthcare, and survey.

● Managed multiple product and service launches with an average response: 10-12% for new prospects; 15-17% for existing customers.

● Increased qualified leads by 75% (1 year); increased internet traffic by 400% (10 months)

● Managed all Google Adwords campaigns resulting in a 25% increase in net-new leads March 2001 –

January 2006

Pearson Bloomington, MN

Senior Market Manager

Directed the implementation of successful marketing initiatives - partnered closely with sales, finance, inside sales, and legal departments.

● Grew response rate for multi-channel marketing campaigns to 18% through targeted campaigns targeting C and Manager-level audiences.

● Developed content and presented led weekly webinar series on survey best practice – increasing customer leads by 12% in 2005.

TRAINING

Solution Selling

Pearson – solutions selling

FOSS – SPI International solution selling

Fortive – Top Gun solution selling

Leadership

FOSS

FLEX – FOSS international leadership excellence program for people managers and leadership Fortive

Business Solutions Leadership Program,

Crucial Conversations

Presenting for Action

2019 Innovation and Leadership

2018 Digital Marketing Summit and 2019 Hackathon

Contact this candidate