Peter Van Schaack

Washington, DC *****

336-***-****

adxaa5@r.postjobfree.com

https://www.linkedin.com/in/vanschaack/

Growth Marketing Leader, Collaborator, Branding Expert, Data-Driven Lead Generator, and Storyteller Professional Career Summary

A Passionate Leader, Brand Marketing, and Customer Acquisition Expert with over 20 years of experience orchestrating and delivering large multi-channel go to market strategies for SaaS, B2B, and B2C companies. Experienced with managing marketing budgets up to $10M, developing marketing organizations and sales-enablement teams. Extensive knowledge of account-based marketing, segmentation, enhancing the user experience, and increasing conversions.

Expertise in utilizing marketing-related data to form a comprehensive understanding of customer behavior that drives long-term, high-impact branding and positioning strategies. Coached and mentored individuals for career advancement and empowered marketing teams. In addition, possess a strong ability to own, manage, and deliver multiple programs and competing priorities simultaneously. Excellent written, verbal, and presentation skills and analytical skillset to collect, analyze, and communicate, insights based on factual data. In addition, in-depth knowledge of HubSpot and Salesforce

Key Skills

● Leadership & Team Building

● Branding, Positioning, and Storytelling

● Data-Driven Decision Making

● Lead Generation, Client Acquisition and Retention Strategies

● Marketing Automation

● Vendor and Budget Management

● Effective Communication

● Product Launch Strategies

Career Experience

Waterfield Technologies

Director of Growth Marketing - Washington, D.C. 10/2022 – 3/2023 Waterfield Technologies provides call center software (SaaS), implementation and support for call centers of all sizes. The company has approximately 500 employees. Oversaw four direct reports and managed a marketing media budget of $500K, led the marketing team to develop B2B go-to-market and retention strategies for new SaaS product launches. Initiated a website redevelopment project to create a better user experience while optimizing the site for lead generation along with conceptualizing and creating user videos that demonstrated product value in a compelling way. Worked with the leadership team to align goals and priorities.

Accomplishments and Achievements

● Increased SQLs by 2x through new segmented multi-channel campaigns

● Improved segmentation, targeting, and messaging for LinkedIn and Google PPC ad campaigns to better resonate with specific customer segments along with writing copy and creating new content

● Developed the brand positioning for Virtual Agents as a Service (VAaaS)

● Determined the best marketing channels to utilize and developed campaign strategies and landing pages resulting in improved CTAs and increased SQLs

● Implemented new systems and processes with Marketing, Sales, and Business Development Reps to create first-time Account-Based Marketing Campaigns Cognizant Consulting

Senior Marketing Consultant - Washington, D.C. 7/2021 – 10/2022 Cognizant is a multifaceted 350K employee technology and digital experience marketing consulting firm with

$20B in revenue servicing customers in a variety of industries. Managed a team of five consultants, served as lead coach for Fortune 1000 engagements developing robust digital marketing solutions that created efficiencies and drove growth. Led strategic planning and development of clients’ digital marketing strategies and infrastructure along with technology roadmaps focusing on orchestrating large-scale multi-channel acquisition campaigns to create marketing solutions that increased revenue and streamlined operations. Identified insights, gaps, and opportunities for creating new brand value and positioning. Developed digital marketing solutions for SaaS, B2B, and B2C clients in Insurance, Freight/Transportation, and Gaming industries.

Led gap analysis review of clients' marketing platforms, systems, people, and automation capabilities along with achieving consensus between sales, marketing, and IT that achieved increased revenue and customer acquisition. In addition, converted three SaaS organizations into one HubSpot and Salesforce instance, securing long-term sales, marketing unification, and increased profitability. Accomplishments and Achievements

● Conducted marketing and client discovery to create new branding and positioning for Beon, a SaaS solution from NTG – A company that had recently acquired and started new divisions that needed to consolidate and launch new SaaS solutions

● Led development teams from India to create marketing technology recommendations in order to create hyper-personalized real-time marketing campaigns/communications Mittkin Marketing

Lead Marketing Consultant - Greensboro, NC 10/2018 – 6/2021 Lead Marketing Consultant and Owner where I advised C-Suite and business owners (Aerospace, SaaS, Transportation, & Commercial Services) on developing long-term high-impact branding and positioning strategies by integrating go-to-marketing strategies and sales solutions. Researched clients’ customers and competition to create stories, value propositions, & product positioning. Developed omnichannel marketing automation solutions & created new ways of working between sales & marketing, driving quality leads & improving conversions.

Accomplishments and Achievements

● RazorSync (SaaS client) - Grew lead delivery 158%, improved email opens by 20% (YoY), and increased clicks by 286% by developing tailored messaging resonating with their industry terminology along with the creation of landing pages to match new campaigns and an overhaul of the website UI

● Debt Ready - Reduced marketing costs and increased conversion rates by 15% by assessing analytics, evaluating text messaging campaigns, and reconfiguring lead purchasing contracts

● Staub Leadership - An established leadership development consulting firm was looking to refresh its positioning and branding

● Mural Cloud (Micorsoft Reseller) - Improved the user experience and service positioning through content revitalization and design for a SaaS organization driven by customer and market research. International Tobacco Global Brands (ITG)

Senior Brand Manager - Greensboro, NC 1/2018 – 9/2018 ITG Brands, LLC is the third-largest American tobacco manufacturing company in the United States. It is a subsidiary of British multinational Imperial Brands with $2.1B in revenue. Oversaw two direct reports, multiple agencies, and a $10M marketing budget serving B2B, B2C and Distributor customer segments. Held responsibility for the full product lifecycle for Dutch Masters and Dutch Cigars brands overseeing all aspects of marketing, product vision (packaging & rebranding of new product/flavor introductions) as well as forecasting, retail, and distributor sales management. Developed and managed customer events, social media influencers, concerts, contests, and social media content development. Guided new product introductions & lifecycle management driving (P&L) goals for the CPG brand. Accomplishments and Achievements

● Drove $100M P&L goals for brands, making them available in over 80K retail locations, adding 6K new sellers, and increasing SKU count 2.5x per retail store

● Created “New Retailer” incentives on Dutch Master and Dutch premium flavor cigars to entice new retailers to participate in programming

● Increased social media presence 4x by implementing epic events and celebrity partnerships

● Created first-time events that drew music headliners to perform and post to their social media channels West Ocean

Director of Global Customer Acquisition and Retention – Remote 3/2017 – 1/2018 West Ocean is an online gambling and Lottery website where people buy lottery tickets online and play other games of chance. The company had about 50K customers and 30 employees. Served on leadership team and led a remote global team of eight (Uruguay, Brazil, Hungry, and Spain) with periodic trips to Uruguay, and managed a $3M marketing budget to drive and convert leads to a new positive revenue stream and correct losses through campaign analysis and affiliate partner contract renegotiations. Worked closely with sales and customer service to develop new cross-selling programs. Accomplishments and Achievements

● Optimized HubSpot automation and segmentation which increased gross sales by 40% from new product development by adding multiple languages and segmentation to the emails to better target customers in their respective countries. (Sent out 100,000 emails a week in 5 languages)

● Worked with in-country experts to understand the foreign markets more effectively in order to create attractive headlines, incentives, and imagery

● Initiated loyalty programs to grow customer purchases 20% through targeted incentives

● Approved ads, created marketing calendar, analyzed sales data, email analytics, & web traffic data Sygenta Global

Senior Global Marketing Manager Greensboro, NC 4/2012 - 3/2017 Syngenta is one of the world’s leading agriculture companies. My division, Lawn and Garden sold chemicals to flower growers, lawn care companies, and golf courses along with creating flower genetics that growers used to produce flowers for Lowes, Home Depot, and Walmart. The company has 28K employees in more than 90 countries with revenue of $17B.

Oversaw three direct reports and five contractors along with a marketing budget of $2M. Developed and managed B2B, B2C, and B2D multi-channel campaigns utilizing Salesforce and Marketing Cloud, which created first-time avenues for sales calls. Designed a new user Salesforce interface for the sales team and managers to better visualize large amounts of customer data. Created email, social media, and PPC campaigns that were segmented by customer types and buying patterns. Conceptualized and crafted omnichannel campaign flows, developed logic sequences, identified buying triggers, and created custom product pages which led to first-time sales-qualified leads. Developed strategic partnerships with retailers (Walmart, Lowes, Home Depot, Tesco, Obi) to sell new breads of flowers in conjunction with Miracle Grow. In addition, led the development of consumer branding, content, digital experience, and POS material for big-box retail partnership programs. Accomplishments and Achievements

● Worked on a ground-up intuitive UI redesign of a multi-country B2B website with over 10,000 SKUs

● Streamlined operations by integrating the digital ecosystem with Salesforce, SAP, and Marketing Cloud

● Increased rewards participation by 30% through the development of a new B2B rewards site

● Grew annual sales by $700K by making a SaaS platform that quickly creates agronomic programs Truist (Formally BB&T & SunTrust)

AVP, Digital Marketing, Winston Salem, NC

5/2006 – 4/2012

With 275 years of combined BB&T and SunTrust history, Truist serves approximately 12M households with leading market share in many high growth markets in the country. The company offers a wide range of services including retail, small business, and commercial banking; asset management; capital markets; commercial real estate; corporate and institutional banking; insurance; mortgage; payments; specialized lending; and wealth management. Headquartered in Charlotte, NC, Truist is the sixth-largest commercial bank in the U.S. $574B in assets and $20B in revenue along with 51K employees. Established the company’s first social media strategy along with developing PPC, display, retargeting and contextual banner targeting campaigns while overseeing a marketing budget of $1M. Reinvented their website for Small Business, Insurance, Mortgage, & Wealth Management with original content based on customer and market research. In addition, collaborated with stakeholders to create value propositions, offers, & marketing strategies for online campaigns.

Created segmentation and brand strategies for both the American and Hispanic markets spearheading the mortgage, small business, home equity, and insurance teams in the creation of digital products. Positioned products and relevant content in line with key customer personas, created inbound marketing content for home buyers and produced an engaging video series aimed at small businesses. Designed and implemented UX, content, and digital tools for the company website. In addition, conducted the strategic marketing planning for this B2B consulting subsidiary specializing in leadership, team, and organizational development. Accomplishments and Achievements

● Increased conversions by 20% by streamlining the credit card application process

● Created a video series in partnership with bank clients to renew trust & brand loyalty from small businesses

● Increased PPC campaign acquisitions by 15% by implementing retargeting and refining key messaging

● Exceeded KPI targets by administering customer lifetime value analysis and strategy development Education, Licenses, and Certifications

State University of New York; Plattsburgh, NY – Bachelor of Arts, Organizational Communications

● Inbound Certified – HubSpot, Certificate in Mediation, Mastering Leadership Dynamics – BB&T Leadership Institute, Horizons, Business Management, and Finance Training Program – Syngenta, & a SCORE Mentor

Technology

MS Office Suite, HubSpot and Salesforce

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