Field and Event Marketing Leader

Felecia Fierro

Tracy, CA 619-***-**** *************@*****.*** LinkedIn.com/in/FeleciaFierro

International Event Management Strategic Demand Campaigns Business Development High-Performing Teams

Accomplished marketing leader with extensive experience creating world-class brand interactions capitalizing on growth opportunities via field marketing, demand campaigns, and keen business instincts. Expertise in strategic planning and demand creation. Proven success in cross-functional efforts focused on integrated marketing campaigns while streamlining processes via SMART touches including events, webinars, and ABM activities. Recognized for the ability to build high-performing teams. Experienced Salesforce, Marketo, and Pardot user.

Expertise

Field Marketing Demand Generation ABM Marketing Strategy Project Management B2B Marketing Pipeline Growth

Executive Partnerships Vendor Management Growth Marketing Social Media Marketing Budget Management Brand Recognition

Global Channel Management Contract Negotiation Tradeshows Email Campaigns Salesforce SaaS IaaS

Professional Experience

Sift San Francisco, CA 9/2019-5/2020

Leader in Digital Trust & Safety IT solutions focused on monitoring and alerting fraudulent activity on e-commerce and other sites.

WW, Senior Manager, Field Marketing

Directed global field marketing strategies, including ABM campaigns, that enabled growth across world wide regions. I worked closely with leadership, Product Marketing, and Sales teams to build end-to-end program focused on accelerating sales across field channels. Planned and executed complex European international events, on time, and within budget.

• Led expansion to Europe; achieved 20% ROI, Q1/38% Q2. Partnered with Sales and Product Marketing teams; created strategy within budget; executed plan; hosted 7 highly successful field marketing events to generate results.

• Drove initiative to create digital events page; drove 36 new leads; restarted 4 opportunities in 4 weeks. Lost critical event leads due to COVID 19 cancellations. Highlighted upcoming event; used event social/email marketing lists.

• Orchestrated fall launch event; drove 6 local press, 112 attendees, 36 business-ready leads, and 8 new opportunities under an aggressive timeline. Showcased product line via speakeasy-themed event; included expert interviews/food.

• Developed strategy/plan for Asia expansion in partnership with team; execution of plan placed on hold (COVID 19).

PubNub San Francisco, CA 3/2018-9/2019

A Real-time Communication Platform and real-time infrastructure-as-a-service (IAAS) company.

WW, Senior Manager, Field Marketing

Directed global field marketing strategies. Partnered with sales and marketing leadership to craft Account-Based Marketing strategies. Executed a series of account-based marketing plays. Led/executed event programs. Engaged selected partners via joint go-to-market efforts across multiple channels. Proactively developed budget; led all aspects of analyzing ROI, resources, and prioritization.

• Achieved ROI after overhauling field marketing, demand generation strategies as well as the interaction between field marketing and sales team/BDR team. Increased process efficiency such as event follow up as well as SQL to show ROI (previously no ROI).

• Created BrightTALK channel/marketing program; built top network in 1 year; gained 32 closes. Program generated 30 net new contacts to database weekly and 12-20 marketing qualified leads monthly. Incorporated “Tech Tuesdays”.

• Introduced PubNub to AWS marketplace: generated 286 contacts, 9 PR meetings, 20 pre-booked onsite meetings, 4 customer closings, 11 prospect opportunities closed. Established strategic presence on re:Invent trade show floor.

• Participated in 2 AWS Industry Panels at re:InventSales Suite. Partnered with PR team to preset Press interviews. Gained critical high-profile interview in the Cube (events broadcasted digital program streamed globally at re:Invent).

• Revamped event strategy based on ROI. Eliminated attendance to events with no ROI; targeted developer events. Also transformed brand within FM role. Changed strategy including adding attention-getting red polo shirts.

Bitglass San Jose, CA 4/2017-3/2018

An IT company that helps enterprises move to SaaS-based and mobile deployments securely via real-time solutions.

WW, Sr. Marketing Manager, Field and Channel

Established and managed Channel Marketing program. Collaborated with Sales/channel groups to plan, execute, and manage field-based programs, metrics, and reporting. Created high-impact events and outreach programs. Analyzed ROI and KPIs. Identified market trends/insights. Partnered with internal teams, agencies, and vendors. Provided thought leadership.

• Overhauled Field Marketing program. Transformed branding. Created “Event-in-a-Box” program to enable sales to go to smaller events as a 2-man show. Incorporated self-service marketing portal for sales to order materials/gifts.

• Revitalized program results in 1 year: increased event value from $3.1M to $9.5M. Generated 6,415 new contacts, MQLs 7,995 vs. 3.497. Created opportunities 146 vs. 105. 10% of all trade show communications: C-Level or Director.

• Created ABM program; drove 2 enterprise deals (open to close) for $750K. Spearheaded gifting program via existing marketing portal (requiring $0). Enabled sales to drive closed business and follow-up through new program.

Pluribus Networks Palo Alto, CA 12/2015-4/2017

Develops Internet infrastructure technology; delivers virtualized switches and distributed OS for true network virtualization.

Sr. Marketing Manager, Corporate Events & Field Programs

Managed tradeshow and event marketing initiatives. Executed targeted marketing plans focused on field events, user groups, industry events, nurture programs, and executive roundtables, ABM campaigns. Developed trade show budget. Created and executed social media strategy daily to increase engagement and channel growth. Collaborated with cross-functional teams.

• Managed successful marketing campaigns via trade shows and events. Ensured timely execution and production.

• Contributed to innovative social media campaign ideas. Evaluated competition for best practices. Built brand.

Additional Experience

Event Registration Manager (Contract)- Ellen Michaels Presents, 11/2014-7-2015

Built/maintained registration websites, electronic invitations, and confirmations for each assigned event within client guidelines and timelines. Oversaw all aspects of program web design. Worked within registration website technology.

Event Manager (Contract)- Smart Meetings Magazine, 2/2014-11/2014

Prepared event communications. Built prospecting list; supported planning; served as liaison; managed on-site production.

Community Relations Manager- Barnes & Noble, 8/2012-2/2014

Managed local PR and marketing drives to connect B&N to customers/community. Developed local programs to grow sales.

Independent Contractor

Event Production Contractor- Happily, 3/2017-Present

Plan, design, and produce digital and physical events, within time limits and budget. Work with clients to identify their needs and ensure customer satisfaction. Propose ideas to improve provided services and event quality.

Projects Include:

• TEDx Happily; Event Producer

• CMX Winter Soirée; Event Producer

• Sales Enable Society Annual Conference; Event Producer

Education

AA, Communications

University of Phoenix

BA, Business Administration- Marketing

University of Phoenix

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