Technology Marketing Strategist - Programs, Field, Demand Gen, Growth

Location:

Franklin, MA

Posted:

November 19, 2020

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Resume:

A M A N D A M A R G U E R I T E

TECHNOLOGY MARKETING PROFESSIONAL

Marketing Director, NALT at SANS Institute

(Privately Held; 200-500 employees; Computer Software/Training industry) March 2020 – August 2020

• Responsible for the marketing of SANS Live Training business unit

• Majority of events were converted to hybrid or pivoted to live online only. Live online courses formally launched as a new modality in March due to COVID

• Worked with creative team on direct mailing to “active” student home addresses, circulation of 40,000 informing them of new live online option and formal event schedule

• Events were categorized by national, regional, and national-cusp – categories dictated the email layout – all of this was managed via a backwards calendar

• Reached out to students to acquire testimonials that I recorded via Zoom, worked with internal a/v group to merge recordings into a testimonial compilation that was posted to our YouTube channel

• Developed a top-of-funnel program focused on three tracks: professional development, certify your skills, and curriculum focused (ie. Digital Forensics, Penetration Testing, Cloud Security)

• Established cadence of operational emails for students with account credit to encourage usage

• Presented leadership with options for third-party lead generation/advertising programs within the cybersecurity space (SC Media, ISMG, CyberCrime Magazine, etc.) Sr. Manager, Strategic Marketing Programs at Bay Dynamics

(ACQUIRED by Broadcom)

(Privately Held; 200-500 employees; Computer Software industry) May 2017 – December 2019

• Developed and executed measurable demand creation programs that drove direct revenue and indirect revenue via the Symantec channel

• Managed a small team of BDRs, heavily leveraged Discover.org for data

• Worked with product/solution marketing to establish a common campaign framework for the global marketing community to leverage

• Defined the end-to-end lead management process in conjunction with sales and operations

• Forecasted, measured, analyzed and reported on the impact of demand creation activities on sales pipeline, revenue and sales cycle length

• Sourced, evaluated and managed outside vendors that contributed to demand creation programs including direct marketing agencies, search engine optimization

(SEO) experts, designers, copywriters, email providers and list brokers

• Managed, forecasted and adhered to annual budget

• Sourced and managed in-person and online events – from vendor resourcing to contract to event planning and execution which includes but is not limited to topic/venue selection, negotiation, working with external creative/design teams, deliverables, logistics and operations

• Developed email campaign copy as appropriate including audience segmentation, email setup and deployment via Marketo

• Tracked and measured marketing program effectiveness via Salesforce.com Campaigns

C O N T A C T I N F O

******.**********@*****.***

508-***-****

https://www.linkedin.com/in/amarguerite/

S T R E N G T H S

Demand Generation

NA Field Marketing

Vertical Marketing

Event Management

Salesforce.com

Campaign Planning/Email Automation

E D U C A T I O N

Emerson College

B.S., Major: Integrated Marketing

Communications (IMC)

Minor: Psychology

2002 – 2003

Dean College

A.A., Communications

2000 – 2002

A W A R D S

Intralinks High Impact Award 2015

TECHNOLOGY MARKETING PROFESSIONAL

Principal, Integrated Marketing Programs Manager, Governance, Risk, and Compliance at RSA

(ACQUIRED by Dell Technologies)

(Publicly Held; 2,500-5,000 employees; Computer Software industry) July 2015 – October 2016

• Responsible for the development, management, promotion and execution of the strategic integrated marketing plan supporting the GRC business unit (RSA Archer: $250mil portfolio) – maintaining and exceeding sales objectives each quarter

• Lead and coordinated marketing plan execution with cross-functional teams to ensure cross-functional alignment, was primary liaison to Field Marketing (worldwide), Sales, and supporting organizations for solution area

• Implemented digital media programs in conjunction with third-party agency (Genuine then JustMedia) to drive engagement across the lifecycle, programs included webcasts, white paper campaigns, content syndication placements, display, etc.

• Influenced and managed the relationships with key associations and third-party publishers related to GRC

• Worked closely with channel partners on co-marketing activities

• Built out initial nurture track (including email copy and assets) to be pushed out via RSAs launch of Marketo, prior to Marketo, RSA used Aprimo for mass email sends

• Responsible for budget management (.65% of revenue), ROI and accountable for all program metrics to gauge overall marketing success

• Leveraged Salesforce.com campaigns to analyze the progress against solution goals, reporting on marketing influence and effectiveness. Presented global marketing plans and results at senior Business Management Team (BMT) meetings Sr. Manager, Enterprise Field Marketing at Intralinks

(ACQUIRED by Synchronoss)

(Publicly Held; 750-1000 employees; Computer Software industry) January 2014 – June 2015

• Supported development and execution of marketing strategies and programs to meet and exceed sales objectives for the VIA/Connect product lines. Responsible for measurement of results and making ongoing enhancement/adjustments to strategies and programs as required

• Worked directly with the Enterprise sales organization in the Americas communicating marketing program activities/campaign themes and how to appropriately leverage them in their follow up processes Facilitated sales enablement needs to other departments where applicable

• Managed a diverse range of programs for generating market awareness and demand including lead acquisition and nurture e-mail campaigns, webinars, online advertising, newsletter sponsorships, etc.

• Worked with the Enterprise Sales team to identify relevant trade shows and executive event activities to drive awareness and demand. Responsible for the coordination of sponsorships at industry trade shows and events (42)

• Identified and managed relationships with key associations identified in the Americas to drive the support of the business and target vertical market segments

• Managed components of North America marketing budget to targeted spend Sr. Marketing Manager, Sales Enablement at SmartBear Software

(Privately Held; 201-500 employees; Computer Software industry) April 2013 – January 2014

• Established a business development team of 14 to support marketing and sales alignment, lead qualification efforts and ultimately drive more pipeline

• Coordinated internal and external trainings to ensure BDRs had appropriate product and industry knowledge to communicate to prospects, leveraged Cloud Sales on Rails (now called Reveneer)

• Defined qualification, lead hand-off process in Salesforce.com including SFDC Dashboards and use of third-party tools for measurement (ie. InsideSales.com, Hoopla)

• Measured daily, weekly, monthly results (ie. call volume, convos, and demo bookings) via Salesforce dashboards and reported to CMO/CRO

• Upon completion of implementing the above program, my focus shifted towards additional sales enablement challenges this included content auditing/mapping, creation of onboarding materials, sales training/knowledge transfer, etc. Sr. Manager, Marketing Programs at Brainshark, Inc.

(Privately Held; 201-500 employees; Computer Software industry) December 2007 – April 2013

• Planned, coordinated and execute annual event calendar (live & online) including coordination of list development and copywriting of pre and post show email communications…this includes: o 35-40 annual tradeshow exhibits

o 15-20 annual Brainshark hosted city tours and user groups o 25 direct and joint annual webinars

• Evaluated and implemented corporate use of WebEx and Cvent to streamline event processes to integrate within Salesforce.com

• Defined formal and informal customer user group processes, working closely with Director of Customer Community and “champions” at existing customer accounts to grow affiliated new business and improve customer retention through online and offline user groups

• Created content for customer and partner related communications for use online and via email

• Defined and launched annual customer awards program, the “Sharkies” circa 2008

• Managed membership with the MarketingCloud™ Consortium, working with the consortium to develop Brainshark content for event drivers for all partners to leverage

• Organized internal process for ROI measurement using Salesforce.com to effectively measure results of all key marketing campaigns through regular pipeline inspection and deal tracking Manager, Field Marketing at Teamstudio Group

(Privately Held; 51-200 employees; Computer Software industry) January 2005 – November 2007

• Managed and executed quarterly activities of annual marketing budget including management of NALA marketing budget

• Created content and managed distribution for demand generation campaigns including direct e- mail communications, e-newsletters, and surveys

• Managed Website content: knowledge of content management systems, RSS marketing, basic HTML and search engine optimization

• Coordinated sponsorships and exhibits at industry events (5-8 annually)

• Project managed annual global product launches, version/bug fix releases, and launch of new corporate blog www.governancefornotes.com

• Measured marketing touch points and collection of key performance indicators for marketing programs

Operations Manager at Andrew Stuart Asset Management

(Privately Held; 1-10 employees; Financial Services industry) February 2004 – November 2004

Marketing Assistant at Cohesive Technologies

(Privately Held; 51-200 employees; Biotech industry) June 2000 – January 2004

Sr. Manager, Marketing Programs at Brainshark, Inc.