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GTM Marketing Manager

Caaguazu, Paraguay
January 20, 2021

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James Sheen

San Francisco, CA • 951-***-**** • LinkedIn • Portfolio

Product Marketing Manager Profile

Highly motivated and astute product marketing professional with a focus on conveying an organization’s value proposition to Target Personas by understanding key business problems and pain points, then articulating how company products will provide solutions and drive desired outcomes for all parties.

— Areas of Expertise —

Product Management Marketing & Market Research UX / UI Design

Project/Program Management Team Collaboration Customer Relations

Sales Enablement Tools Product Development & Testing Agile Methodologies, Scrum, KANBAN

Professional Experience

BLAZE Solutions Inc. San Francisco, CA

Marketing Manager 2/2020 – Present

Spearheads Product Marketing area and performs multiple company roles as needed to move company strategies forward. Orchestrates vision, content generation, and end to end web site management for Webinar program. Cultivates client and partner relationships also locates product champions for accelerating company knowledge of the market and disseminate the story of Blaze products. Forges integration partner relationships to boost product adoption, better UX/UI features, and build synergy with complementary technologies.

Key Accomplishments:

Increased Monthly Recurring Revenue by 24% from June to July 2020 to highest level for the year.

Built full marketing and sales playbook which includes buyer journey and personas for significantly better go-to-market alignment.

Advanced Google Play and iOS App Store product rankings.

Established focus on churned users by creating campaigns to retarget and reengage them.

Neofect USA San Francisco, CA

Marketing Manager 8/2019 – 10/2019

Oversaw efforts of cross-functional resources to enhance lead lifecycle management. Collaborated with customer support, research, design, and data teams to find content needs, gaps in the user journey, better understand customer needs, and formed personas. Tracked user experience, awareness, customer insight & satisfaction throughout the lifecycle to make marketing strategies, optimize conversion, up customer lifetime value (LTV), and identify opportunities/risks for the business. Understood and empathized with users by leveraging ongoing research with a variety of qualitative and quantitative methods (surveys, interviews, usability studies, diary studies, ethnographic observations, etc.). Partnered with product teams, formulated marketing and sales materials (playbook, eBooks, case studies, product presentations), setup a user portal, better integration with chatbot, and automated, multi-touch lead-nurture programs in Marketo.

Key Accomplishments:

Churn reduction of 3% and more app engagement with a better AI chatbot using persona engagement across user journey.

Established onboarding process and triggered/lifecycle workflows incorporating a human-centered design and focused on improved released product features.

Accredited Debt Relief San Diego, CA

Associate Marketing Manager 3/2017 – 8/2019

Drove marketing initiatives to formulate category leading content that made ADR a thought leader in the niche. Obtained demographic information (region, housing, situational, competitive, gender, etc.) to help make targeted advertising for specific products and superior customer insights. Generated marketing reports/dashboarding for senior management by collecting, analyzing, and summarizing data from systems (sales, CRM, debt consolidation, market mapping & trends) and database analysis (SFDC CRM, Pardo, SQL) to measure marketing campaign performance, interpret results, determine next-steps. Teamed with partners to analyze data, made testing roadmaps, and conduct experiments (i.e. A/B tests) to optimize product metrics and improve application completion and the customer experience. Owned the Voice of the Customer program measuring CSAT, CES, NPS (Qualtrics CX Management Platform).

Key Accomplishments:

Facilitated refresh of marketing ads generating a 20% increase in leads and 25% reduction in bounce rate for 2018 through 2019.

Identified the entire user funnel, building separate behavioral paths driving user acquisition at the right times.

Built dashboard for KPI reporting that reduced spending and higher clickthrough rate (CTR) by 10% year-over-year.

Freelance Consultant San Diego, CA

Digital Marketing Strategist (Market/Consumer Research) 8/2016 – 8/2017

Translated client business goals into actionable and measurable digital marketing strategies with SEO, PPC, content, social media, email, and inbound marketing. Executed marketing research and analysis projects, including interviews, surveys, prototype testing, user experience studies, empathy maps, customer journeys, consumer behavior, website traffic, user activity, campaign effectiveness, keyword research, and demographics. Provided sales opportunities through pricing research, product usage, segmentation, lifestyle trends, competitive analysis, and industry trends. Facilitated day-to-day client contacts, managed internal team and client-facing project related meetings. Oversaw marketing campaigns, A/B testing, personalization, and dynamic content, product pages, optimized user journey conversion paths, and applied smart call to actions to build and test buyer stage-specific CTA’s.

Key Accomplishments:

Improved leads for a Dentist Office by over 20% by creating a Google AdWords campaign.

Diminished bounce rate by 30% by providing consultative input on website redesign, SEO, and implemented Social and AdWords Strategy.

Grew product sales by 20% by driving project from initial market analysis to product launch.

Nature’s Market Los Angeles, CA

Marketing Project Manager 11/2015 – 8/2016

Oversaw multiple projects concurrently controlling and ensuring budgets, timelines, tasks, management reporting, and resulting programs were executed effectively. Engaged closely with products, marketing, content, engineering, and design teams to oversee projects. Engineered sprint planning, sprint reviews, and release planning for websites. Managed feedback loop between Content, Creative, and Engineering teams to boost engagement of cross channel marketing campaigns.

Key Accomplishments:

Enabled initiation of visual design strategy across marketing assets (webpages, blogs, E-book, paid ads).

Higher click-through rate by designing an A/B testing social ads for Facebook/Google Ad campaigns.

Developed strategy and media KPIs around CAC, user retention, target audience, and channel mix.

Owned the lifecycle marketing campaigns from strategy to execution to advance retention and LTV.

Education and Credentials

Bachelor of Science in Biology

University of California Riverside - Riverside, CA

Fundamentals of Product Management course

Stanford University – Stanford, CA GPA 4.0

Professional Development:

Udacity Business Analyst Nanodegree – Udacity Build Websites from Scratch - Code Academy Market Research Specialization – UC Davis Extension ~ Coursera AdWords Certified Professional – Google Digital Marketing Certified Associate – Simplilearn

Technical Tools & Skills

HubSpot, Salesforce, Social Media, Google Analytics, Adobe Photoshop, Adobe InDesign, Figma, Balsamiq, Market Research (Empathy Maps, Quantitative and Qualitative Research / Analysis), SQL, Tableau, HTML, CSS

Additional Experience

Consumer Insights Analyst (Market Research Analyst) - NuOrder W. Hollywood, CA

Product Research Specialist - Baxter Bioscience Los Angeles, CA

Customer Experience Technical Support Specialist - Agensys Biopharmaceutical Los Angeles, CA

Quality Assurance Analyst - Certified Food Labs Orange County, CA

Marketing Specialist / Email Marketing - Alzheimer’s Association Irvine, CA

Product Marketing Specialist - Jaffa Precision Engineering Corona, CA

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