MARKETING DIRECTOR Over 14 years of building, executing and optimizing marketing strategies, helping companies customize the marketing program that's right for their objectives and target audience. Hands-on experience with both digital and offline channels, with additional skills in analytics and data mining.
Most recently: Put together a global B2B marketing plan on a $1M annual budget. In three months, the plan had raised qualified web leads by over 200%, added two percentage points to the web conversion rate, and supplied the sales team with engaging new materials.
MARKETING DIRECTORSPOTME, INC － CHICAGO, IL
Overvie SpotMe is a global developer of mobile apps for meetings and events.
For people attending events like tradeshows, sales conferences and leadership meetings, this app organizes event content like agendas, attendees and speakers.
It also handles live voting, speaker Q&A, and other types of session activities.
The target B2B market includes corporate event directors and meeting planners.
Objectives: Quickly boost the volume of actionable sales leads globally, position SpotMe as the premium brand in the meetings and events space and raise the brand profile, enable the sales staff with compelling collateral, manage a $1M annual budget, track ROI performance metrics
Created a global lead generation and brand-building plan tailored to the meeting planner and event owner target market; selected a combination of digital advertising (search, display, retargeting, database), content marketing, exhibits and sponsorships, media relations, and outbound lead generation.
Positioned SpotMe as the premium mobile event app in the field: the app for engaging and transformative events.
Aligned all messaging to a brand promise of "a mature partner, committed to a better event".
Increased actionable web leads by over 200% in first three months through targeted digital advertising and content marketing.
Increased non-bounce web traffic by 58% in the same period.
Generated 6-10 additional Fortune 100 sales leads per month by bringing on JMS Elite as an outbound lead generation partner for high-value leads.
Trained their representatives and oversaw the program.
Raised web lead conversion rate by over two percentage points through improved site design.
Improved Alexa ranking by over 80,000 ranks with better on-page SEO and a content program that included social media (Twitter and LinkedIn), regular blog posts, newsletters, case studies and videos.
Arranged interviews for our top executives with publications like MeetingsFocus and Smart Meetings by bringing on Chicago-based PR partner TechImage through a media relations RFP process.
Instituted end-to-end lead tracking, so source campaigns were traceable through sales CRM analytics.
Courted industry influencers like Corbin Ball and Velvet Chainsaw through a targeted outreach program.
Benchmarked our key performance indicators like total leads, cost/lead and website conversion, and optimized campaigns to be increasingly cost effective.
Enabled the sales team with new sell sheets, executive summaries and modular PowerPoint presentations.
Reported to the Global CEO, and directly managed the Content Director and the Design Manager.
Served as a member of the company's senior management team.
Managed against a $1 million annual marketing budget.
Accountable to ROI performance indicators like total leads and cost/lead.
01/2011 to 01/2012
ADVISE ANALYTICS, INC － CHICAGO, IL
COMPANY SOLD TO SKYTREE MACHINE LEARNING)
Overvie Co-founded a software start-up featuring a unique statistical program that made intelligent choices for the researcher, decreasing the likelihood of errors.
Marketed as B2C product to researchers for error checking.
Objectives: Assess the market viability for the product, create a low-touch, e-commerce based sales process, generate sales leads from the science/research market as cost-effectively as possible
Created an integrated marketing plan tailored to statisticians and researchers; emphasized search advertising, social media and content marketing.
Created positioning plan, set budgets and forecasts.
Generated over 30 sales leads per week (measured by trial downloads).
Nurtured leads through a database email program.
Created content such as video demos and trade show booth collateral.
Established the company's infrastructure, fulfillment, accounting, and business development CRM systems.
01/2007 to 01/2014
MARKETING MANAGERSYSTAT SOFTWARE, INC － CHICAGO, IL
Overvie SYSTAT is statistical software used by researchers.
It is sold both B2B to institutions and B2C to individuals.
After years of absence, the product had a new owner who wanted to reintroduce the brand in the U.S.
Objectives: Reintroduce SYSTAT as the value brand, court former SYSTAT users, boost actionable North American sales leads, manage a $100k annual budget, manage a marketing assistant and vendor relationships
Created a marketing plan to boost awareness among the scientific community and drive leads (measured by trial downloads).
Selected a combination of digital ads (search, display, retargeting), print (many scientific pubs are still offline), content marketing, database emails, exhibits and eNewsletter sponsorships.
Built up direct sales revenue from zero to $700,000 per year in under two years; produced over 150 qualified sales leads per week in the target market.
Increased web traffic by 66% (from 9k to 15k sessions / month) through better brand awareness, improved organic search results, targeted digital ads and effective retargeting.
Brought lead conversion rate up to nearly 8% (14% of non-bounce sessions) by redesigning the company website and e-commerce system, and implementing SEM best practices like dedicated landing pages.
Built user community and long-term traffic using content (inbound) marketing: blogging, social media, database email, and video.
Used content keyword strategies to improve SEO results and domain authority.
Created new brand strategy based on a promise of offering the best customer service and value in the market.
Authored all marketing communications (e.g.
collateral, whitepapers, case studies).
01/2003 to 01/2007
MARKETING AND OPERATIONS MANAGERALL INTERNET NOW － CHICAGO, IL
Overvie All Internet Now is a Chicago start-up that brokered B2B business-class and fiber optic data access, and provided instant geographic and pricing information through its website.
Hired as first employee.
General manager for all operations functions including information management, CRM, database and SEM marketing, IT, and web presence.
Managed affiliate and SEM campaigns that added over 100,000 qualified Internet access leads to the company's internal marketing database.
Expanded IT and CRM systems; managed development of web service for real-time lead qualification.
Executed digital campaigns for brands like AT&T, EarthLink, and Verizon, engaging targeted clients through media such as database, direct mail, search engine, affiliates and web presence.
Education and Training
BACHELOR OF FINE ARTS: MAYIllinois Wesleyan University － Bloomington, ILMAY
MASTER OF BUSINESS ADMINISTRATION: JUNELake Forest Graduate School of Management － Lake Forest, ILJUNE Valedictorian, Hotchkiss Scholar (Top 5%)
accounting, ads, advertising, B2B, brand strategy, budgets, budget, business development, conferences, content, conversion, CRM, clients, customer service, database, direct mail, direct sales, e-commerce, email, senior management, General manager, Internet access, JMS, leadership, MACHINE LEARNING, Director, marketing plan, marketing, market, marketing communications, media relations, Meetings, messaging, access, PowerPoint presentations, newsletters, developer, page, positioning, PR, pricing, speaker, publications, real-time, research, researcher, RFP, sales, scientific, site design, unique, video, website