Marketing Manager Project
Resume:
SANDRA L. SINCLAIR
LinkedIn.com/ in/SandraLSinclair ******@**********.***
MARKETING COMMUNICATIONS PRODUCT MARKETING LEAD/DEMAND GENERATION CONTENT MARKETING
• Seasoned marketing leader with exceptional expertise in the design and delivery of cost-effective, ROI- driven, product- and content-marketing strategies, using targeted messaging to address complex business issues, reduce expenses, drive inbound leads and improve revenue;
• Thorough knowledge of traditional and digital marketing and lead generation, building high-performance cross-functional team alignment to accomplish goals and objectives;
• Demonstrated track record of driving and delivering quantifiable results through reported metrics, infusing a sense of urgency and executing on plans that achieve desired outcomes;
• Player / coach who embraces teamwork and collaboration with colleagues and clients from diverse backgrounds, managing and providing direction when needed. CORE COMPETENCIES
• Product Lifespan
Marketing
• Customer Loyalty
• Omni-channel
Engagement
• Web Development /
Content
• Tech Stack
Optimization
• Budget / P&L
Management
• Go-To-Market Strategy
(GTM)/Product Launch
• Public Relations /
Communications
• Request for Proposal
(RFP) Development
• Channel/Account
Based Marketing
(ABM)
• Content Development
• User Experience (UX)
• SEO / SEM Strategy
• Optimization / A/B
Testing
• Email / Direct Mail
• Webinars / Executive
Presentations
• Sales Enablement
• SaaS Marketing
• Digital Center of
Excellence (DCOE)
• B2B Enterprise / Mid-
Market / SMB
• Creative Direction &
Design
• Brand Development /
Management
• CRM/Marketing
Automation
• Social Media
Advertising Strategy
• Event Planning /
Tradeshow Marketing
PLATFORM / TECH COMPETENCIES
• SalesForce
• Eloqua / Marketo /
Pardot / Exact Target /
Hubspot
• Sprout Social /
Hootsuite
• Google Analytics
• Jira / Kanban
• Adobe Creative Suite /
Creative Cloud
• Widen Collective
• Zapier
• Slack/G-Chat
• HTML / SQL
• CMS / WordPress /
Joomla
• Canva / Infograpia /
Instapage
• Camtasia / Lumen 5 /
YouTube
• 6Sense/Demandbase
CAREER HIGHLIGHTS
REDICA SYSTEMS • Pleasanton, CA / Austin, TX 2021 to 2022 VC-backed Regulatory-Focused SaaS Platform
Head of Marketing
Selected Achievements:
• Developed and executed comprehensive global and multi-channel marketing plan to support 3x growth plan, adding $2.4m to Q1 2022 pipeline against a forecast of $2.5m pipeline for Q1/Q2 2022;
• Established a demand generation engine and implemented a zero-waste paid search/paid social strategy, targeting key accounts and customer profiles and increasing MQLs, SQLs by over 16% and 17% respectively in first two quarters of 2022;
• Developed sales enablement tools, including playbooks, pitch decks, bingo cards and email templates, driving better communication and increasing SQL-to-Opportunity conversion rates to 47% from 18%;
• Performed SEO audit and optimized Redica.com website, leading to a 40% increase in new visitor traffic and a 41% increase in in organic revenue in Q1 2022 over Q1 2021;
• Partner with product development, Sales and industry experts to create comprehensive go-to-market strategies, supportive marketing programs and integrated product launch campaigns. INTERNET BRANDS - LEGAL • Pleasanton, CA / Austin, TX 2018 to 2021 Privately held legal vertical of Internet Brands
Head of Marketing 2021 to 2021
Selected Achievements:
• Remapped vertical-wide customer/prospect journey through all six business units within the Martindale-Avvo vertical, working across the organization to create prospect profiles and journeys, define customer lifecycle, assign lead scoring attributes, design and write persona-based content, and enhance demand gen programs to drive value proposition;
• Built digital-focused content strategy for internal- and external-facing communications, including thought- leadership assets, website content, blog posts, sales training materials, emails, videos and product positioning to engage new customers and support value proposition;
• Provided marketing direction, content and support to recently acquired, SaaS-driven business units, driving a 20% increase in revenue growth through outbound demand gen email and inbound SEM efforts. Director of Marketing 2018 - 2021
Selected Achievements:
• Achieved 45% year-over-year increase in revenue and 35% increase in demand/lead generation through improved Martindale-Nolo product positioning, lead pipeline development and cross-channel (email, SEO, SEM, trade show, white papers) demand generation;
• Aligned with sales and product teams to develop roadmap and build product launch/marketing campaigns, craft user/sales training materials and public relations materials for launch of Saas-based TrueScheduler product, achieving 50 new product sales within 10 days of product launch;
• Led diverse team of three direct reports to create, launch and manage innovative digital strategies to support six business units.
THE R-D HUT • Stockton, CA 2016 to 2018
Privately-held medical product development start up Director of Marketing / Salesforce Administration
Selected Achievements:
• Assumed marketing leadership role, developing the annual marketing and communications plan containing short- and long-term strategic initiatives to build company’s brand reputation;
• Prepared product launch plan, including creative development, media planning, budget management, sales training decks, metrics and optimization;
• Built SalesForce CRM requirements, implemented CRM and researched marketing automation tools appropriate to business environment.
SIMPSON STRONG-TIE, INC. • Pleasanton, CA 2014 to 2016 Fortune 500 international construction connector manufacturer Product Marketing Manager – Anchor Systems, Cold Formed-Steel (ICI Division) Selected Achievements:
• Drove 25% increase in revenue for ICI division through creation of pivot strategies, go-to-market messaging and product launch tactics focused on account-based marketing strategies targeting HD-Supply and other large distributors;
• Spearheaded company’s website ecommerce project, providing direction on asset warehouse (PIM/DAM) construction, web content, and imagery, and SEO metadata taxonomy to enhance the end user experience;
• Guided internal creative team and team of product managers and engineers to draft, produce and print replacement for outdated Anchor Systems catalog, delivering final document 3 months ahead of schedule;
• Planned and executed tradeshow and event participation for ICI/Anchor Systems division, (World of Concrete, STAFDA), including development of sales-related materials, booth design and drafting public relations messaging to promote appearance.
ASSETMARK, INC. • Concord, CA 2010 to 2014
(FORMERLY GENWORTH FINANCIAL WEALTH MANAGEMENT, INC.) Fortune 500 international insurance/financial services company Product Marketing Manager – Practice Management 2010 to 2014 Selected Achievements:
• Added $3.5M additional assets to platform via launch of new, integrated third-party client securities-backed lending capabilities;
• Integrated pay-to-play Finance Logix SaaS onto eWealthManager platform to better serve advisory clients, with 30% adoption rate in the first two months of offering;
• Partnered with IT and Operations teams to integrate Eloqua marketing automation tool with Salesforce CRM, including custom field mapping, email template creation and campaign builds, replacing Exact Target as email platform and increasing data capture by 13%.
CONTRACT WORK
VISION SERVICE PLAN (VSP) • Rancho Cordova, CA 2018 Privately held vision insurance company
Sr. Project Manager – Digital Center of Excellence (DCOE)
• Managed Salesforce/Eloqua integration projects for domestic consumer and international marketing;
• Utilized data and key customer insights to recommend additional customer experience enhancements for identified personas/profiles, build marketing funnels, and develop omni-channel capabilities to enhance the overall customer experience;
• Developed “abandoned cart” funnels as well a policy renewal campaigns to ensure consistent flow of plan participant revenue.
CERTIFICATIONS
• Salesforce Certified Pardot Specialist – June 2022 (credential ID #2401738)
• Salesforce Certified Administrator (in progress – scheduled September 2022)
• Demandbase ABM Foundations Certification – July 2022 (credential ID #r9wd679k2db9)
• Hubspot – Marketing Software Certified; Inbound Certified; Email Marketing Certified (August 2022) EDUCATION
• Juris Doctor, Laurence Drivon School of Law at Humphreys College
• Master of Arts, English – CSU Hayward
• Bachelor of Arts, English – UC Riverside
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