Social Media Marketing

Raigan F. Irwin-McCabe, MBA

**** **** ******** ****** **********, AZ 85254 602-***-**** ******@***.***

Vice President of Marketing

Over 25 years of experience in marketing management that includes leadership roles with entrepreneurial start-ups to billion-dollar industry leaders. Portfolio of career-spanning achievements includes groundbreaking Go-To-Market programs and revenue marketing models for company-wide initiatives and partner-funded programs.

Thought Leadership

Demand/Lead Generation Strategies

Cross-Organizational Collaboration

Change Management

Content Creation/Management

Brand Management/Communications

Revenue Marketing

Public Relations and Social Media

Customer Loyalty Marketing

Strategic Integrated Marketing

Communication Program Design

Market Research/Competitive Analysis

Relationship Management

Metric Development & Tracking

Event Planning and Management

Professional Experience

TROX – Phoenix, AZ. 2016-2020

Trox is an ed-tech solution provider serving tens of millions of students in hundreds of thousands of K-12 classrooms and many higher education institutions throughout the US & Canada.

Vice President of Marketing

Served for four years as acting member of Troxell Executive Management team. Directly involved in developing overall company growth strategies; doubling revenue from $120MM to $250MM annually and leading to the successful sale of the company in 2019.

Successfully reimagined and executed the Troxell brand refresh in 2016 and the complete Troxell-CDI merger rebrand rollout of Trox in 2020. Branding initiatives included logo, website, and event marketing material redesign and the creation of all new printed and digital customer and sales facing materials to reflect refined product/solution narratives designed to solidify Trox’s position as industry leader.

Built and led self-funded marketing department and instituted marketing department processes and procedures.

Developed and managed first-time GTM plans and partner marketing programs consisting of online and print advertising, demand and lead generation campaigns, national sales and customer events (120+ annually), content development, social media programs and company-wide training, public relations activities, and customer acquisition and retention programs to support 150 inside and outside account executives.

Designed, developed and managed all co-op marketing programs. Optimized $3MM annually in MDF funding for 70 top tier vendor partners with an average 20:1 ROI from 2016 to 2020.

Uplifted market share by creating big idea digital and event marketing programs, specifically in STEM, esports, 500+ person annual National Sales Summits, personalized branding and bid responses for account executives (leading to 90% close rate and largest company contract of $18MM/yr. with a 6-year term), and vendor marketing programs.

Scaled and led 12-person in-house multi-generational GTM team and managed all outside contractors and vendor resources.

On Q Financial – Scottsdale, 2015 – 2016

On Q Financial, Inc., Mortgages Simplified, is the 45th largest home loan company in the U.S. with 48 branches, 180 Mortgage consultants and over 400 employees ready to serve the financing needs of homeowners across the U.S.

Marketing Director

Responsible for the strategy development, planning and execution of comprehensive corporate offline and digital marketing programs.

Built, led, and mentored marketing team of 9 direct reports to successfully execute compliant marketing programs for 180 Mortgage Consultants.

Designed and implemented an integrated content marketing strategy comprised of website content, blogs, social media and collateral material.

Implemented consistent drip and push email marketing program to reach potential clients, referral partners and recruitment candidates.

INSIGHT – Tempe, AZ – 2012-2015

Fortune 500 leading provider of hardware, software, and service solutions to business and government clients worldwide.

Marketing Manager, Campaigns – 2014-2015

Designed Insight’s highly strategic, 360-degree, 6-month long integrated marketing program model that achieved combined goals of Insight’s and channel partners’ brands, unifying multiple marketing disciplines to drive awareness, education, client engagement, sales enablement, and demand generation levels.

Uplifted the brand by directing creative teams to take digital content to the next level, including static, interactive, and animated assets to message buyers at all stages in the buyer’s journey. Team produced over 350 unique pieces of content that included infographics, eBooks, whitepapers, webinars, videos, and interactive sales tools resulting in 400% increase in shares and 150% in referral traffic across all marketing channels.

Spearheaded award-winning and best-in-class integrated marketing campaigns that utilized online, social media, PR, and event channels to generate significant MQLs and SQLs.

Conceptualized and developed InsightOn, the company’s premier resource and media outlet for its healthcare, education, cloud, and technology verticals.

Increased Net New SQLs in 2013 by 511% with a 95% increase in 2014.

Awarded the company’s Marketing “Rock Star” award in Q1 and Q3 FY14 and the Cisco Most Valuable Marketer in Q4 FY13.

Marketing Manager, Cisco – 2012-2014

Conceptualized and drove groundbreaking marketing strategies and programs (B2B and sales enablement-focused) that catapulted the business from 7% to 23% revenue growth in a 12-month period. Influenced company in recognizing that these 6-month programs could be created as scalable, repeatable programs across all solution offerings.

Served on the Cisco Marketing Council from 2012 to 2015.

Scott’s Marketplace (formally BIZZNESSCARD, LLC.) – Scottsdale, AZ – 2011

Marketing platform providing local businesses an online storefront to showcases their products and services.

Senior Director of Marketing & Media

Instituted first annualized 2012 Marketing Plan that included a comprehensive competitive analysis, pricing sensitivity models, sales/business goals, and strategies for execution. Developed the Branding Style Guide as well as all other marketing/PR strategy, and plans presented at the annual Advisory Board & Investor’s meeting.

Designed in-house marketing tool kit program that contained best-practice methodologies and protocols, procedural forms, product launch schedules, PR kit, advertising, Facebook, web page development, and other tools designed to be shared with customers and individuals that subscribed to the company’s newsletters.

SIMPLY SHARI’S- GLUTEN FREE – Westlake Village, CA – 2010-2011

Award-winning producer of gluten-free food products found in 1800 Kroger Stores, Whole Foods, and other locations.

Director of Marketing & Public Relations

Reduced design, development, and production costs by 40% through prudent outsourcing vs. in-house decisions on marketing efforts and vendor contract renegotiations.

Identified top industry trade shows for company’s participation in 2010/2011. Coordinated all logistics activities and participated in 12 shows over a 9-month period (traveled 15% of total work time), securing major customer accounts and subsequently increasing product sales 70% in Q1/Q2 of 2011.

Rebranded corporate messaging and packaging including: Gluten Free logo, packaging for all product lines, marketing collateral (kits, sales sheets, catalogs, and PPT presentations), trade show displays, website input, email blasts, social media campaigns, and ads for circulars/magazines/newsletters. Develop print and online press kits.

Spearheaded marketing initiatives such as The Gluten Free Kid campaign - leveraged all social media and PR platforms to promote consumer product development involvement and brand awareness.

I’M INTERNATIONAL – Scottsdale, AZ – 1999-2010

Consulting firm specializing in marketing solutions for clients across multiple industries.

Marketing Communications Consultant/Principal

Consulted with client companies from a broad range of industries to provide expertise from strategy to execution. Key engagements focused on marketing strategies/plans, market research, market entry strategies, account acquisition, lead conversion optimization, marketing communications, and rebranding.

Notable Projects:

Thunderbird School of Global Management – Increased program enrollment 20% for the Executive Education department through rebranding, creating, and implementing both traditional and online marketing programs, promotional partner programs, and tradeshow schedules.

WEB Corporation – Secured $15 million in start-up funding through development of the business plan, including all financial forecasts and projections.

Arizona Department of Commerce – Secured a $1 million marketing contract with Valley Metro to develop and produce marketing, advertising, and promotional materials for educating the public and transit stakeholders on the benefits of public transportation.

DL Engineering and Controls, Inc. – Increased tradeshow lead conversion rate 25%; redesigned all corporate communications materials, developed RFP response package to secure county, city, and state water projects, and created programs that drove conversion rate gain.

Noraxon, Inc. – Developed and executed annual marketing plans; provided strategic recommendations to increase domestic and international sales for their sEMG instruments medical device line.

FOREVER RESORTS – Scottsdale, AZ – 1996-1999

Operator of over 65 unique vacation/entertainment properties in the U.S. as well as 20 in Europe and Asia.

Marketing Director, Western Region

Developed, implemented, and managed marketing programs. Integrated marketing communications goals and strategies based on target market analysis, competitive product positioning, and industry trends for 7 resort properties across Arizona, California, Colorado, and Nevada. Planned and administered $2.5 million-plus budget.

Increased rental sales by 15% annually; negotiated favorable advertising rates and developed media placement schedules, leading to premium ad placement and editorials within national and global publications.

Worked jointly with team members across multiple departments to create corporate identity packages, rebranding programs, direct mail, advertising, collateral and sales presentation materials, promotions, and tradeshow programs, resulting in the effective promotion of products/services in key market segments.

Education & Credentials

MBA in International Marketing/Finance: THUNDERBIRD SCHOOL OF GLOBAL MANAGEMENT – Glendale, AZ

BBA in International Marketing/Finance: SCHILLER INTERNATIONAL UNIVERSITY – Paris, France

Business Administration Dégrée: LA SORBONNE – Paris, France

Associate of Arts Degree: THE AMERICAN COLLEGE OF SWITZERLAND – Leysin, Switzerland

Language: Fluent in French and English, Proficient in Spanish

Tech Stack: Tableaux, Sales Force, Act-On, Magento, Marketo, HubSpot, HootSuite, Buzzsomo.com, Google Analytics/AdWords, SAP, C4C, WordPress

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