Product Marketing Sales Support

THOMAS MOLFETTO

Cranford, NJ ***** 908-***-****

*********@*******.*** linkedin.com/in/tmolfetto

B2B SaaS PRODUCT MARKETING / MARKETING MANAGEMENT / MARKET PLANNING Hands-on problem solver who leverages cross-industry experience to get the job done and deliver results. Certified Product Marketer and MBA who is ITIL, Six Sigma and Target Market Methodology (Chasm Group, Geoffrey Moore) trained and who has a persistent work ethic in learning innovative technologies and use cases. Insightful and resourceful strategist who identifies opportunities and then builds and executes organized and integrated marketing plans across global markets – from start to finish. Energetic leader, who is passionate yet is calm under pressure. Team player and motivator who is flexible in adapting to SaaS and AI start-ups and non-profits and who is KPI and ROI results focused in achieving objectives. AREAS OF EXPERTISE

Market Planning and Strategy including identifying target markets and emerging trends, competitors, ideal customer profiles and personas, and customer requirements for launches; engaging with industry analysts for exposure; driving business plans and insights and findings from market analyses into marketing strategies, launch plans for products and solutions, joint marketing plans with partners, and product roadmap requirements; and collaborating with internal teams to support broader business objectives. Product Marketing including pinpointing positioning and value propositions; crafting targeted brand messages for products and solutions by use case; creating customer facing assets, including: webinars, white papers, case studies, videos, infographics, eBooks, and brochures to drive lead nurturing; writing emails and website content, social media, and paid search advertisements to drive traffic, increase new followers, and improve SEO; building campaigns to drive demand, brand reach and awareness, and thought leadership; collaborating with product teams on product branding and aligning with design teams and agencies to create compelling brand assets.

Go-to-Market Strategy and Management including formulating budgets and forecasts; establishing goals and KPIs for product launches; securing resources from business and technology partners; selecting and managing vendors; identifying optimal channels and content for demand-generation campaigns; developing and executing tailored, product-specific marketing plans across multiple use cases; supporting flagship products by tracking and measuring and reporting marketing effectiveness and refining strategies based on data insights and lessons learned; and communicating recommendations to executives. Sales Enablement including managing win/loss analysis and competitive intelligence; directing an appointment setting team; building sales playbooks by use case; crafting battle cards, first call decks; delivering sales training to support product launches and prospect engagements; initiating channel partner training and aligning sales teams with partners for joint sales calls; securing customer case studies and testimonials; planning trade shows and client events; and preparing presentations for customer briefings. BUSINESS EXPERIENCE

SOPHEON (Minneapolis, MN), an innovation management SaaS software leader 2023- 2025 Hired as a Senior Product Marketing Manager to resurrect an old brand that was losing yearly market share. Partnered with Product Management and Sales to create and execute marketing plans to support software releases; defined ideal customer profiles by vertical; created product positioning, value propositions and messaging to drive differentiation; developed win/loss and competitor analyses and even helped define a new innovation category to differentiate us from competitors; empowered Sales with playbooks, battlecards, product sheets, and training; developed webinars and wrote brochures, eBooks, video briefs, case studies and white papers to drive campaigns and move prospects along their buying journey. Results: launched quarterly product releases that resulted in upgrades from 39 Fortune 500 companies in a year; developed a plan to cross sell products—which drove $314K in new business within 11 months; built two new service-led offers that increased sales into existing accounts by 14%. GAPPIFY (Oakland, CA), a robotics process automation, SaaS software startup 2021-2023 Hired by the CEO as Marketing Director to launch new products and generate leads with limited resources. Thomas Molfetto 908-***-**** *********@*******.*** Page Two GAPPIFY (continued):

To grow business, built strategic and go-to-market plans that drove campaigns; defined customer needs and targets based on research insights; articulated product differentiation and determined positioning following competitor analyses; developed and leveraged a weekly podcast and monthly webinars with partners; wrote brochures, eBooks, videos, blogs, and press releases; interfaced with customers to write case studies. Result: Aligned with product management, sales, and channel partners to launch the first of its kind financial software platform that drove a 45% revenue increase over two years. CLARIFAI (NYC), a computer vision, NLP and deep learning, AI, SaaS platform startup 2020-2021 Hired as a Senior Product Marketing Manager to build enterprise AI use cases and support product launches. Owned marketing strategy and reported to the SVP, Product Management. Results: Launched multiple computer vision use cases, a new NLP product, and a new data labeling solution.

• In aligning with partners and customers, conceived and executed the company’s first conference that featured 23 speakers from Facebook, Google, and NVIDIA and generated 995 new leads at a CPL of

$4 (20x less than the industry average).

• To drive new leads, developed a “how to” webinar series that generated an average of 200 registrants and 74 attendees per webinar (37% conversion rate).

• To increase marketing leads, wrote blogs, ebooks and whitepapers; doubled social media followers in 13 months; and increased unique monthly website visitors by 19%.

• To gain market visibility, interfaced with industry analysts. Gathered information to achieve a top position in Forrester’s Quadrant for Computer Vision AI leaders (along with Amazon, Google and Microsoft), and a top position in Gartner’s Magic Quadrant for Cloud AI Developer Services.

• To grow the sales pipeline, developed playbooks and sales enablement “kits”, including battle cards and initial call decks; worked with partners (NVIDIA, Amazon, Automation Anywhere) on joint marketing projects. Convinced NVIDIA’s Retail AI group to co-host its first partner webinar. ACCUITY (London), a Fintech SaaS software firm 2019 Hired as a Senior Product Marketing Manager to integrate products from two AI, SaaS-based startup acquisitions into the company’s core portfolio. Result: Launched two new products that generated $419K in new business from four global banks.

• In aligning with global sales and product management teams from three distinct company cultures, directed campaigns that added 23% more MQLs to the sales funnel.

• To clearly position products, translated technical language into crisp messaging to target audiences.

• In managing plans from start to finish, formulated KPIs, tracked ROI, and conducted win/loss analyses.

• To uncover upselling opportunities, managed in-person client summits in London, NYC, and Singapore. AMERICAN SOCIETY OF MECHANICAL ENGINEERS (NYC), a Non-profit 2017 – 2019 Hired as Marketing Manager to introduce fresh ideas into a 142-year-old non-profit. Result: Grew membership in global markets, and generated demand from key accounts that drove $3.1M over forecast.

• Introduced measurable B2B marketing plans and best practices that led to revenue and customer growth across multiple verticals and geographies.

• Assessed market to identify unmet needs; defined customer profiles and purchasing motivation.

• Drove thought leadership by creating compelling content and formulated integrated content plans to attract defined audiences and to drive action.

• Built collateral, videos, website pages, white papers and case studies and led webinars to grow the volunteer base, acquire new business, and promote cross-selling of training programs and conferences.

• Created sales enablement tools — battle cards and sales decks and trained Sales. Marketing Consultant for two SaaS software startups and a cybersecurity firm 2015 – 2017 J9 TECHNOLOGIES (NYC), an ITOM SaaS startup company 2016 – 2017 Managed two product launches and drove demand by co-marketing events and webinars with channel partners - IBM, HP, AppDynamics and Dynatrace. Results: drove an average of 16 MQLs per month. Captured an average of 1,100 monthly website visitors. Thomas Molfetto 908-***-**** *********@*******.*** Page Three SIRMA SYSTEMS (Bulgaria), a SaaS-based, AI software startup 2016 Served as Marketing Director for a startup first entering the U.S. Created a marketing plan for an NLP (AI) product launch. Result: Contributed to securing two high-value PoC customers (National Gallery of Art and Quality Vision International)

COMODO (Clifton, NJ), a Cyber Security firm 2015

Created and executed a marketing plan to support the launch of an end-point security product; built sales enablement tools and trained sales. Results: increased sales engagements by 17%. Booked an average of two product demonstrations per week. Grew the PoC customer base to 29 within one year. NEEBULA SYSTEMS (Israel), a SaaS startup acquired by ServiceNow (Santa Clara, CA) 2013 – 2015 Hired as a Product Marketing Director to build brand awareness, drive demand generation and ensure sales enablement. Transitioned to ServiceNow after acquisition to continue to drive product marketing.

• To grow business, uncovered customer needs and targets; defined value propositions and built use cases; devised a demand generation strategy and budget that drove campaigns, advertising programs and channel partner plans; wrote case studies; planned webinars to educate buyers, increase website downloads and support social media conversion; identified and managed trade shows and client events. Results: Contributed to exceeding growth plans — which supported our acquisition by ServiceNow for 20x revenue

• To support the pipeline, drove 1,200 monthly leads on average at a CPL average of $83. Captured a monthly average of 2,800 unique website visitors. Increased website visitor-to-lead conversion rate to 6.6% (4x industry average). In managing events, captured an average of 225 leads per trade show with an average lead conversion rate of 15% (best-in-class).

• To grow the sales pipeline, developed sales enablement tools, including battle cards and initial call decks; executed partner sales training which helped sales capture new business from Seagate, Tesla, Amdocs, Fidelity, and El Al airlines.

EDUCATION

New York University, Leonard N. Stern School of Business Course completion in marketing post-master’s program New York University, Schack Institute of Real Estate Completed majority of requirements for Master of Science degree in Real Estate Finance City University of New York, Baruch College, Zicklin School of Business MBA, Business Management, Beta Gamma Sigma (honor society) University of Georgia, Athens, GA

Bachelor of Science (BS), Agronomy

Keller Graduate School of Management, New York, NY Hired to teach graduate level courses in Marketing, Channel Management and Sales Management CERTIFICATIONS AND TRAINING

• Professional Certified Marketer (American Marketing Association)

• Certified Product Marketer (Product Marketing Alliance)

• Target Marketing Methodology (Chasm Group, Geoffrey A. Moore), 120 hours

• Six Sigma Green Belt Certification

• Media Training 36 hours

• Competitor Analysis and Intelligence Training Course (Babson College)

• IBM Digital Marketing Training, 32 hours

• NLP Master Practitioner Certification (Society of Neuro-Linguistic Programming)

• Robotic Process Automation Business Analyst Certification (UiPath)

• ITIL - Information Technology Infrastructure Library MEMBERSHIPS AND AFFILIATIONS

• National Information Standards Organization; Committee Member - Membership and Engagement

• Convetit, Palo Alto, CA; Thought-leadership Panel Member (B2B Content Marketing and Lead Generation)

• American Marketing Association

• Strategic and Competitive Intelligence Professionals (former member)

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