Product Marketing Digital

Lisa Rivel

Reston, VA ***** 703-***-**** *************@*****.*** linkedin.com/in/lisarivel

MARKETING DIRECTOR

Strategic marketing leader with a history of success in elevating and revitalizing brands through compelling campaigns that align with client goals. Adept at marketing planning and strategy creating leads, opportunities, and exceptional results. Skillfully achieves a cohesive customer experience by integrating messaging, branding, and traditional and digital marketing touchpoints. CORE PROFICIENCIES SOFTWARE SYSTEMS

Leadership

Strategic Planning

Brand Management

Market Research and Analysis

Messaging and Positioning

Product Marketing

Integrated Marketing Plans

Product Launches

Salesforce, HubSpot, Eloqua

Microsoft Office, Sharepoint

Asana, Basecamp, Slack

Smarsheet, Monday

CAREER HISTORY

MARKETING CONSULTANT (Contract) AUGUST 2023 – PRESENT Lean Creative Marketing Reston, Virginia

Virtual creative marketing agency

Connect life sciences and technology companies with their target audience through creative marketing strategies, product marketing expertise, and effective campaign execution. Collaborate with clients to understand their corporate vision, business goals, products, and buyer persona. Create and maintain compelling content for communication channels including website, sales collateral, thought leadership assets, and social media. Continually sharpen narrative around positioning, benefits, and competitive differentiation while ensuring consistent execution of brand across communication vehicles.

• Marketing strategy development and execution

• Messaging, differentiation, and positioning frameworks

• Content strategy and asset creation

• Competitive battlecards and sales enablement assets

• Thought leadership strategy

SENIOR CONSULTANT, PRODUCT MARKETING NOVEMBER 2021– JULY 2023 Rebound Communications Reston, Virginia

B2B marketing agency specializing in supporting life sciences technology companies. Partnered with life sciences and technology companies' product and marketing leadership to devise and implement product marketing strategies driving top-line revenue growth. Crafted messaging frameworks communicating clients’ distinctive selling points and tailored content targeting buyer personas and market segments. Conducted market analysis, studied trends, analyzed data, and performed competitive research to gain insights into challenges and needs of buyers and end users.

• Devised marketing roadmap for product marketer for a niche provider of oncology technology that supports clinical trials. Implemented previously dormant tactics stabilizing progress of department and developed fresh marketing collateral based on new messaging framework.

• Constructed comprehensive marketing roadmap for first half of 2023 with consistent messaging across two omnichannel campaigns focusing on new customer engagement while targeting contacts in HubSpot database.

• Generated 12 to 15 leads for sales team through extracting data points from HubSpot, detailing specific individuals' interactions and engagements with contact emails.

• Supported sales team and employed successful relationship marketing by drafting a series of nurture emails used after webinars, continuing attendee connections and keeping in front of non-attendees.

• Conducted website audit, recommended updates to capture contact information, support lead generation, and build engagement. Proposed website enhancements to enhance visitor engagement and lead generation capabilities. Lisa Rivel 703-***-**** *************@*****.*** DIRECTOR, ENTERPRISE MARKETING JANUARY 2017 – OCTOBER 2021 IQVIA Reston, Virginia

Largest global clinical research organization (CRO) providing advanced analytics & technology solutions to the life sciences industry. Managed marketing and communications for global business unit, overseeing $4M budget, four-person department, and team of external agency partners, contractors, and freelance vendors. Created nurture campaign for sales team enabling them to stay connected to contacts, build top of mind awareness, and maintain consistent brand message. Developed scalable templates and plans, shared with staff and leadership during biweekly management meetings for feedback, and adapted agile approaches to course correct original plan as business needs evolved.

• Garnered 1,010 total leads, 105 qualified leads, and $10.1M in opportunities by developing integrated multichannel marketing campaign that enhanced brand awareness and demand for IQVIA’s SaaS drug safety platform.

• Developed cadence of blogs and other thought leadership content to highlight on social media and website. Engaged PR agency and industry analysts (Forester, IDC) in life sciences space to generate awareness in the industry.

• Pivoted from domestic and international onsite events in 2020 to produce a virtual event including 12 diverse webinars and virtual booths reaching 150+ participants plus a series of similar opportunities in 2020 and 2021.

• Placed 60+ pieces of thought leadership content in 18 months through supervising creation and delivery of diverse content modes (webpages, blogs, digital ads [LinkedIn], insight briefs) and working closely with PR agency. MARKETING & COMMUNICATIONS MANAGER JANUARY – DECEMBER 2016 Cognosante McLean, Virginia

Providing technology solutions, Business Process Outsourcing, and consulting services to federal and state government healthcare agencies. Provided strategic insights and essential marketing support for business development and key programs across organization. Oversaw all aspects of event planning and execution as well as internal and external communication initiatives. Ensured all plans aligned with brand strategy and business goals across all platforms. Liaised between sales team, managers, thought leaders, vendors, and IT to enhance brand impact and ensure messaging and technology integration.

• Established policies and procedures improving internal sharing of information. Managed range of communication channels effectively conveying critical corporate initiatives, programs, and events across organization.

• Managed content, layout, and distribution of weekly and monthly employee newsletters.

• Created and circulated surveys gaining insights into reader habits and preferences. Utilized findings to propose and implement enhancements optimizing overall reader experience. DIRECTOR OF MARKETING JULY 2014 – SEPTEMBER 2015

Steel Thread Software, Inc. Sterling, Virginia

Software development and systems integration, Agile consulting, and training Led and managed marketing department, aligning strategy and budget with business goals. Created 12-month content marketing program highlighting expertise in Agile, DevOps, and continuous delivery. Managed events, drafted corporate press releases, maintained brand and message consistency across all campaign deliverables. Utilized digital and social media platforms

(blog, Twitter, LinkedIn) with supporting infographics designed for long-term use and easy repurposing into "snackable" content.

• Designed corporate capabilities statement customizable and adaptable to address the federal agency requirements.

• Produced corporate style guide ensuring consistency across print and digital media. CONSULTING MARKETING MANAGER OCTOBER 2012 – APRIL 2013 Deloitte Services LLP McLean, Virginia

Planned and executed portfolio of marketing programs highlighting Strategy and Operations (S&O) service area capabilities and key thought leadership platforms. Collaborated across teams to develop marketing strategies and cross promote priority initiatives throughout organization. Develop compelling content for websites, intranet, client emails, videos, and social media.

• Launched client testimonial video highlighting key S&O service area capabilities.

• Managed content and logistics for internal video building awareness among internal S&O stakeholders for priority eminence initiative.

Lisa Rivel 703-***-**** *************@*****.*** EDUCATION

BACHELOR OF SCIENCE, BUSINESS ADMINISTRATION WITH A CONCENTRATION IN MARKETING University of Delaware, Newark, Delaware

COMMUNITY LEADERSHIP

TEAM LEAD – GOOGLE ADWORDS GRANT

American Marketing Association, Philadelphia Chapter (2013) Managed $10,000 monthly Google Adwords Grant and adwords campaigns. Developed content for text ads promoting PAMA events and thought leadership.

CHAIR, COMMUNITY OUTREACH PROGRAMS

FBI Citizens’ Academy, Washington Field Office (2007–2008) Represented Washington, D.C., office at FBI National Leadership Conference, 2008 MEMBERSHIP & AMBASSADOR COMMITTEE

Greater Washington Board of Trade, Washington, D.C. (2006–2008) Awarded highest new member sales, December 2006

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