Ken Hoyle

Menlo Park, CA, ***** 650-***-**** adkphn@r.postjobfree.com www.linkedin.com/in/kenhoyle

Digital Marketing Executive

Dynamic, highly analytical marketing leader uniquely skilled at enabling growing businesses and late-stage startups step up their digital marketing & demand generation practice to create an effective lead and pipeline generating machine. Skilled at understanding the customer, needs and use cases to develop targeted messaging that engages, builds relationships and converts. Deep experience driving prospect and customer engagement, acquisition and retention using emerging mar-tech and in-depth data analysis. Core Competencies

• Digital marketing & GTM strategy

development & execution

• Successful demand generation using

nurturing, paid and organic channels

• Optimization of conversions & CPL

• Product marketing & messaging

• Field marketing & events

• Outbound email marketing; house list

expansion & engagement

• B2B SaaS and software demand gen

• Marketing Ops (systems, reporting)

• Account based marketing - 4 years

• Demandbase personalization,

ad targeting & intent

• Marketo, Pardot, Hubspot & Eloqua

MAS tools

• SEO, paid search, and paid social

• Engagio ABM metrics

• Ecommerce / B2C

• Direct marketing, direct mail & ABM

Professional Experience

Smarsh, Portland, OR 9/2016 – 1/2021

Vice President of Digital Marketing & Demand Generation Led the global demand gen and marketing ops team to deliver increased engagement and exceeded lead goals for multiple sales teams

• Introduced Account Based Marketing program to the company’s tier one targets and drove increased engagement to generate over $10MM in new pipeline in first six months.

• Rebuilt lead flow process, deployed new Marketo MAS platform, lead scoring and campaigns

• Managed and built a team of 12 across demand gen and marketing ops

• Deployed a completely new website with optimized SEO pages, upgrading the company's digital presence while driving higher quality and higher value inbound traffic.

• Expanded ABM deployment utilizing advanced platforms including Demandbase, Engagio, intent and targeted ad platforms.

• Successfully deployed multiple campaigns across multiple channels, including webinars, events, paid social, PPC, content syndication and ABM

Apptimize, Menlo Park, CA 7/2015 – 9/2016

Sr. Director of Digital Marketing

• Successfully deployed the startup’s first MAS and formalized MQL, lead distribution, and lead nurturing processes.

• Developed and deployed a content marketing strategy generating increased engagement and qualified leads including live events, webinars, eBook syndication, PPC and social media.

• Executed ABM strategy to reach a hyper-targeted audience. Ken Hoyle, 650-***-**** Page 2

Alteryx, San Mateo, CA 1/2012 – 5/2013

Director, Demand Generation & Campaigns

• Developed and deployed marketing automation best practices, lead scoring, multiple nurtures and drips across multiple campaigns & initiatives.

• Increased engagement and conversions by developing in-product, automated push & drip campaigns for real-time engagement based on product use to drive increased conversion. Senior Digital Marketing Consultant 2009-2012, 2013-2015

• Developed and executed 15+ customer-facing programs for Oracle sports marketing.

• 2011-2012, The Pedowitz Group - Provided strategic guidance and marketing automation programs for B2B clients to drive new leads and grow the sales funnel for key clients including: Dell, Cisco, EMC, Perforce.

• 2009-2010, LucidWorks - Managed all online and marcom activities including lead generation, webinars, drip marketing, website content management & outbound e-marketing. Wente Vineyards, Livermore, CA 8/2003 – 10/2008

Vice President / General Manager, Direct Wine Division

• Redesigned and re-launched subscription-based wine clubs grew them to be the most profitable and successful clubs in the region, increasing division profit contribution over 300% in 3 years

• Successfully lead of team of 60, with 5 direct reports.

• Deployed segmented and targeted email campaigns across multiple brands.

• Deployed Oracle On-Demand (Siebel) CRM and integrated vertical club software apps with CRM, ecommerce and email marketing platforms.

Additional Relevant Experience

Director of Marketing RichFX

Rebranded and re-launched product suite with revised product messaging, collateral and GTM. Director of Online Services NASCAR Silicon Motor Speedway (Silicon Entertainment Inc.) Increased customer retention 20% by developing a highly personalized web portal and CRM system. Director of Marketing SEIKO Instruments USA Inc. Managed all worldwide marketing efforts for a high-growth division including department staff, marketing communications, programs and direct marketing with multi-million dollar budgets. Product Marketing Manager SIIG, Inc.

Developed messaging, target personas & competitive analysis for 30+ products. Education

Bachelor of Arts (BA), Business Management

Saint Mary's College - Moraga, CA

Certifications

Marketo Certified Expert (2019, 2011)

Demandbase ABM Certification (2019, 2017)

Coding Dojo - Red Belt Certification, JS/PHP/MySQL/CSS/HTML (2014) BrightEdge SEO Certification (2015)

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