Marketing Engagement Highlights
With experience ranging from leading demand generation strategy for a global $110 million company to establishing a roadmap for a family-owned $12 million agency, I’ve helped a variety of businesses grow and exceed revenue goals. Take a look below at some of the highlights from various marketing engagements.
global demand generation For Miller Heiman Group
Developed strategy and oversaw activation of global inbound marketing demand generation initiatives for a new SaaS product for a $110M+ revenue company during a strategic acquisition.
Highlights include a 76% year-over-year growth in inbound leads, launch of more than 700 campaign-focused global emails via Marketo (marketing automation tool) and the establishment of two regional webinar series, while managing a $300,000 paid advertisement budget, demand generation staff and an external agency.
Developed, documented and helped implement global lead routing standard operating procedures and reported monthly and regionally to CEO on lead volume and pipeline contribution.
Partnered with Strategy team to develop and implement reporting infrastructure using Looker to build a dashboard to better report marketing effectiveness to C-suite.
digital roadmap and activation For Custom Home Care
Established the first-ever holistic marketing plan for a family-owned home care firm, resulting in 19% year-over-year revenue growth since the marketing strategy launch.
The engagement started with a discovery period to determine previous failed marketing attempts, competitors and staffing challenges. From there, goals were established and a roadmap was presented, negotiated and approved.
Highlights include an increase of organic and paid leads, the development and launch of a WordPress website, SEO optimization, link building, content marketing and Google Ads (PPC).
digital strategy For a national professional association
Developed digital strategy and oversaw execution for B2B demand generation marketing in a highly concentrated industry.
Highlights include a 12% year-over-year growth in inbound leads and a 76% increase in inbound leads from multi-channel campaigns (email, video, direct mail, paid ads). Created strategy and managed outside agency to execute Google Ads (PPC), resulting in a 5x return on ad spend.
Created, developed and executed annual roadmaps for brand messaging and overall marketing and communication strategy. Implemented a new marketing email automation platform (Act-On) into the tech stack and developed new templates for emails and landing pages with a third-party vendor.
Implemented SMS marketing, A/B landing page testing, UTM usage, streamlined lead routing and reporting, while implementing Zapier API and web hooks into marketing operations.
digital project management, strategy and activation For avenue
Managed digital marketing projects and contributed to inbound strategies for a variety of B2B clients, including local start-ups and international enterprise-level organizations.
Highlights include supervision of a demand-generation website launch and a lead generation tool for VPay (acquired by Optum Financial), a FinTech venture-backed company, the budgeting and project management an enterprise website redesign with extensive UX elements while coordinating with an offshore development company for a leading national credit union and co-developed an inbound demand generation strategy for a rapidly growing healthcare company. Participated in weekly resource allocation and budgeting meetings for the agency.
digital marketing For digital third coast
Developed and managed inbound marketing strategy for Digital Third Coast, Chicago’s leading SEO + PPC marketing agency. Also designed demand generation strategy as account lead for Waterstone Management Group (acquired by West Monore), the largest client in Digital Third Coast’s portfolio.
Highlights include overseeing a brand re-launch for the agency, the design and development of a new WordPress agency website, the implementation of SEO and content marketing strategies for Waterstone and the contribution to link-building SEO campaigns for various clients.
