Go-To-Market Financial Services

TSHAKA M. CAMPBELL

917-***-**** San Jose, CA **************@**.***

Transformational Marketing Executive Visionary Growth Architect Strategic Brand Leader Accomplished marketing leader with 10+ years of executive experience driving transformative growth and demand across B2B and B2C markets. Expertise in scaling global marketing operations, leading digital transformations, and redefining brand positioning in SaaS, technology, financial services and healthcare industries to drive revenue, customer loyalty, and market leadership. Proven ability to craft and execute integrated go-to-market strategies that deliver measurable business results, lead cross-functional teams and inspire innovation at every level. Passionate about leveraging storytelling to connect with customers and build lasting brand value.

Areas of Expertise

● Strategic Market & Brand Positioning

● Integrated Go-to-Market Strategy

● Digital Transformation & Revenue Optimization

● Operations & Customer Experience (CX)

● Mergers, Acquisitions & Post-Merger Integration

● Executive Leadership & Stakeholder Alignment

● AI & Cybersecurity Marketing Strategy

● Demand Generation & Sales Alignment

Key Achievements

● Global Market Expansion: Created transformational GTM strategies that have redefined market landscapes and driven sustained pipeline growth, optimizing revenue flow in the SaaS sector.

● Rebranding & Market Leadership: Spearheaded a multi-million-dollar rebranding initiative for a global enterprise, achieving a 45% surge in brand recognition and a 30% increase in market share

● Strategic M&A Leadership: Guided organizations through mergers and acquisitions, ensuring cohesive brand integration and strategic alignment, contributing to $100M+ ARR

● Revenue Growth: Launched product lines that exceeded initial sales forecasts by 40% within the first quarter, securing top positions in industry analyst rankings like the Gartner Magic Quadrant.

● Customer-Centric Strategies: Reimagined customer engagement strategies, driving a 60% growth in sales and tripling organic traffic through revitalized content marketing and digital presence. Professional Experience

Marketing Consultant Fractional CMO December 2019 – Present NATLK Marketing Services, San Jose, USA (Various Industries) Providing strategy and marketing services to high-growth companies, guiding them in harnessing the power of brand storytelling, ABM, digital innovation, and market insights to achieve exponential growth.

● Partnering with B2B and B2C leaders in AI, cybersecurity, and education technology to deliver go-to-market strategies that drive substantial revenue growth and market penetration.

● Leading cross-functional teams to align sales, marketing, and product for optimized revenue generation and streamlined customer experiences.

● Building brand narratives that resonate with global audiences, creating authentic connections that translate into long-term customer loyalty.

● Developed and executed integrated content, paid media, and multi-channel lead generation strategies to drive engagement and maximize ROI across diverse media platforms TSHAKA M. CAMPBELL

VP Marketing December 2023 – July 2024

ParentSquare, Santa Barbara, USA (Edtech)

Led marketing strategy and execution through a critical post-merger integration phase, positioning the company for scalable growth in the ed-tech space.

● Unified marketing efforts across newly merged entities, driving towards a combined $100M+ ARR through streamlined messaging and market alignment.

● Developed and deployed new branding and positioning strategies that amplified market presence, enhancing customer retention and engagement.

● Collaborated closely with C-suite and department heads to ensure alignment of marketing strategies with broader business goals, delivering measurable growth outcomes. VP Marketing September 2021 - December 2023

Remind 101, San Francisco, USA (Edtech)

Oversaw comprehensive marketing function during a period of rapid growth, driving increased revenue and market visibility.

● Drove a digital transformation strategy that boosted sales by 60% and elevated customer engagement by 30%, positioning the brand as a leader in K12 communication tools.

● Elevated the brand through a successful rebranding effort, increasing market visibility and awareness metrics by 30-60% across key digital channels and experiential. Led company rebranding efforts, delivering 30-60%% increases across market visibility, website traffic, rankings, and brand awareness KPIs

● Built out a diverse marketing, PMM, PR and Ops team, driving collaboration and innovation in campaign development and actively managing retention across 30M+ active user base

● Played a pivotal role in merger negotiations, providing strategic guidance and ensuring seamless alignment of marketing functions post-merger.

Senior Director Revenue Marketing and Creative Services May 2019 – September 2021 AppZen, Santa Clara, USA (AI Technology)

Led integrated marketing efforts across global markets, driving revenue growth through innovative campaigns and data-driven decision-making.

● Executed data-centric integrated marketing that optimized ad spend by 25% while generating a 45% lift in lead flow.

● Redefined the company’s brand story through a comprehensive refresh, aligning all messaging with strategic business goals and driving a 14-point NPS improvement.

● Oversaw end-to-end creative strategy and execution for .COM, optimizing customer engagement and conversion.

● Forged strategic partnerships with industry leaders, expanding market reach and driving increased brand affinity. Senior Director Global Demand Generation & Customer Marketing April 2014 – May 2019 MobileIron, Mountain View, USA (UEM & Cloud Security) Led global marketing initiatives that fueled substantial ARR growth, driving alignment between sales and marketing teams to unlock new market opportunities.

● Directed cross-regional marketing teams spanning EMEA, Americas, and APAC, creating a unified approach that drove toward $200M in ARR through targeted campaigns and strategic brand elevation.

● Streamlined sales enablement efforts through precise stakeholder alignment, optimizing messaging and positioning for new product launches, leading to faster sales cycles and increased win rates.

● Operationalized a customer marketing function, deploying predictive analytics to identify churn risk achieving 90% retention rate and launched customer app with over 15K active users Campbell, 2

TSHAKA M. CAMPBELL

Head of SMB & Consumer Marketing April 2012 – April 2014 BUPA Global, Staines, UK (Leading international private medical insurance) Guided marketing strategy across consumer and SMB portfolios, delivering impactful campaigns that drove both customer acquisition and retention in a highly competitive market.

● Designed and executed acquisition strategies that maximized digital, broadcast, and offline channels, achieving ambitious lead generation and retention goals within a £7M budget.

● Directed product marketing and lifecycle management across consumer and small business product lines, enhancing customer journeys and executing seamless launches that drove increased customer lifetime value..

● Collaborated with finance and actuarial teams to refine pricing strategies, boosting both market competitiveness and profitability.

Marketing Controller November 2009 – April 2012

BSkyB UK, Middlesex, UK (Pan-European media and telecommunication company) Directed strategic initiatives to enhance customer acquisition and retention in a fast-paced, competitive market.

● Oversaw a £12M acquisitions budget, driving efficiency and reducing costs by 25% while maintaining high acquisition rates through innovative targeting campaign strategies across direct mail, outdoor and retail locations

● Implemented advanced analytics capabilities that enabled precise customer segmentation, improving retention rates by 33% and maximizing customer lifetime value.

● Launched a campaign decisioning tool that reduced churn by 35% and increased sales by 10%, delivering a more personalized customer experience across all channels. Senior Manager – Loyalty and Retention November 2008 – April 2009 DirecTV, California, CA

Directed initiatives to drive customer loyalty and retention, ensuring continued satisfaction among customers.

● Managed a $150M retention budget, delivering a 10-point improvement in customer satisfaction scores through data-driven loyalty programs and targeted retention strategies.

● Developed a comprehensive loyalty program for 10.7 million customers, fostering engagement through personalized offers and strategic segmentation.

● Enhanced customer engagement through innovative rewards programs, resulting in a 15% boost in customer loyalty and 70% positive sentiment across social media channels. Early Career Experience

Led high-impact marketing initiatives during the early stages of my career, driving customer acquisition and loyalty through innovative strategies that laid the foundation for long-term growth. Marketing Director, Foundry9 LLC, Los Angeles, CA 2006 – 2008 VP, Rewards and Loyalty, Washington Mutual Bank, San Francisco, CA 2004 – 2006 VP, eCard Marketing, JP Morgan Chase, New York, NY 2001 – 2004 VP, New Business Acquisitions, JP Morgan Chase, New York, NY 1999 – 2001 Education & Certifications

Bachelor of Science, Integrated Marketing, F.I.T. University, New York, NY Associate of Science, Advertising & Communications, F.I.T. University, New York, NY Bachelor of Science, Architecture, City College of NY, New York, Other

Board: Silicon Valley Creates (Non-Profit building the cultural sector’s capacity to increase access to arts) Board: Poetry Center San Jose (Non-Profit literary arts organization) Campbell, 3

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