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Work Background
NexthinkLegal Sector Client Lead
Mar. 2024
NexthinkUK Public Healthcare Sector Client Lead
Mar. 2024
NexthinkEducation Sector Lead
Mar. 2023
NexthinkInternational Client Director
Mar. 2023Dual-headquartered in Lausanne, Switzerland and Boston, US, Nexthink is a hyper-growth, category leader in digital employee experience management. Took an exciting opportunity to do more of what I always loved at Nexthink–working and collaborating directly with customers and industry organisations. From marketing leadership, was appointed as Nexthink's first Client Director outside of the USA: this role empowers connection with Nexthink's most forward-thinking and innovative customers:
- Collaborate with organisations across the globe, ranging from a few thousand end-points to hundreds of thousands.
- Drive global enterprise-level programs, and collaborate with Nexthink's technology partners and service providers.
- Work with colleagues across professional services, solutions, customer success, and product to drive outcomes with organisations.
- Identify, develop, and coach stand-out members from customer organisations to share their expertise and experience with audiences: including on-stage, virtually, in podcasts, and via written mediums.
- Partner with organisations to understand their strategic initiatives and ensure they are empowered with the right technology and solutions.
NexthinkInsurance Sector Lead
Mar. 2023
Chartered Insurance InstituteMember, Institute of London
Jan. 2023
CIM | The Chartered Institute of MarketingAssociate (ACIM)
Jan. 2023
University of OxfordOxWiB Mentor
Oct. 2022Oxford Women-in-Business (OxWiB) is a successful student society that provides an empowering community and career opportunities for women and non-binary students at the University of Oxford
NexthinkInterim Director of Regional Marketing, EMEA
Sep. 2022 - Mar. 2023Reporting directly to the C-suite, I led regional marketing teams across Northern Europe, Southern Europe, Central Europe, and META to drive sales-aligned pipeline growth and development. - Supported a great team of marketers to plan and run a three-stop (Frankfurt, Paris, London) conference, attracting over 900 technology professionals to benefit from analyst keynotes, workshop sessions, and executive meetings–resulting in the highest pipeline generating and accelerating touch-point of the year.
- Drove development of metrics focus from leading indicators, towards pipeline add; resulting in sales-aligned insights for analysis and decision-making.
- Oversaw localisation across all mediums in French, Spanish, Italian, and German.
- Introduced simulated-live webinar strategy to bring successful demand generating content to local markets, as tried-and-tested from previous experience.
NexthinkSenior Manager, Digital Marketing, Global
May. 2021 - Sep. 2022Established Nexthink's first digital marketing department, generating over $18m in pipeline in 2021 alone including: - Launching Nexthink's first SEO strategy and approach, which consistently grew to drive over a third of web traffic from organic searches, including strategically critical themes such as, "digital employee experience", and "end-user experience management".
- Key member of global tiger team to launch Nexthink's dedicated category thought-leadership site (dex.nexthink.com), ensuring it surfaces in organic search.
- Launched and ran multi-channel paid media eco-system, including establishing: paid search, paid social, display, and native forms of advertising. - Launched Nexthink’s first account-based and intent-based targeting strategy.
- Drove implementation of Nexthink's most holistic view of marketing attribution, bringing in Google Client IDs–transforming understanding of our market's discovery and user journey for informed and customer-centric decision-making on content, mediums, and re-marketing.
- Regularly presented to Nexthink’s C-suite and board to articulate digital marketing strategy and vision, growing to own Nexthink's largest marketing budget to invest into its future presence and prowess.
NexthinkDigital Marketing Manager, Global
Oct. 2020 - May. 2021Awarded "Global Marketing MVP" for 2020
NexthinkMarketing Manager, Northern Europe
Mar. 2019 - Oct. 2020Aligning closely with sales leadership, sales teams, channel sales, and business development I led marketing activity across Northern Europe, as well as interim Middle East Awarded 'Top 20% in the company' for 2019. VP Revenue Marketing wrote, "Laura, without a doubt, deserves the marketer of the year award. Laura is a brilliant marketer. In 2020 she successfully ran field marketing for Northern Europe and META while she bootstrapped global digital marketing. The sales team trusts Laura to work directly with key accounts and customers to uncover and distill success stories. Laura is a storyteller who strategically builds trust with customers to create thought leadership and elevate our customer's profiles while creating unique content." Examples include:
- Re-united marketing and sales to establish aligned go-to-market strategy and defined region-wide internal comms best practices
- Established and ran the UK's first, multi-city channel roadshow
- Developed and hosted Nexthink's most attended webinar, in collaboration with ServiceNow.
Riverbed TechnologyDigital Marketing Manager, EMEA
Aug. 2017 - Mar. 2019London, United KingdomRiverbed enables organisations to maximise digital performance across every aspect of their business. Headquartered in San Francisco, USA, Riverbed achieves over $1 billion in annual revenue delivering next generation application performance technology to 30,000+ customers; including 98% of the Fortune 100 and 100% of the Forbes Global 100. As part of the global digital organisation, I led key digital marketing programs across EMEA to consistently drive eight-figure annual pipeline contribution. - Increased brand engagement and web traffic from EMEA social activity by 152% within six months
- Worked closely with global head of digital to lead the launch of local language blogs into French and German markets
- Led SEO strategy and best practices for EMEA blog site pages
- Ran webinar strategy and execution for all EMEA-wide and regional programs; resulting in 2nd greatest driver of lead volume into the geo, and highest converting lead source
- Led EMEA paid and organic social strategy in three languages, as well as employee advocacy activity on DynamicSignal
- Created internal site to enable regional marketing teams with digital marketing activity
- Ran localisation process for digital assets into key languages, managing multiple agencies and teams
XirrusSenior Manager, EMEA/ANZ Marketing & Inside Sales
Mar. 2017 - Aug. 2017London, United Kingdom(Acquired by Riverbed) Xirrus was a $100M+ global provider of wireless and high density Wi-Fi networking products and services. Reporting directly to the Chief Commercial Officer, I led EMEA-wide marketing and inside sales through rapid growth and change into our acquisition in 2017 by Riverbed Technology. - Key role in global tiger team to transform a primarily outbound function to an inbound eco-system, leading and aligning EMEA marketing and inside sales efforts, helping to grow revenue 90% YoY in the geo
- Other projects included: Creating vertical-specific marketing automation programs contributing to +300% in pipeline growth YoY, developing channel strategy for marketing and inside sales programs, and leading digital marketing strategy localised for EMEA markets.
XirrusInside Sales Manager, EMEA and ANZ
Apr. 2016 - Mar. 2017London, United KingdomReporting directly to the global head of sales, I led the expansion outside of North America, of a new inside sales function and process into EMEA and ANZ geos, to capitalise on the market momentum of our new cloud-based software offering. - Built an international business development team and process resulting in pipeline growth of over 100% Y/Y in EMEA and ANZ Expertise includes: Team leadership and motivation, forecasting and reporting, devising compensation plans and SPIFFs, building co-channel programs. Additional:
Awarded: XCESA (Xirrus Certified EasyPass Sales Associate)
City UniversityProfessional Mentor
Oct. 2014 - Jun. 2015London, England, United Kingdom
XirrusMarketing Specialist, EMEA
Aug. 2014 - Apr. 2016London, United KingdomShortly after starting at Xirrus, I benefitted from an executive coaching program that empowered me to lead EMEA-wide marketing. Later awarded "Xirrus Xcellence" in 2015 by CEO. - Aligned with global marketing teams, and regional sales to plan and execute horizontal and vertical marketing initiatives to generate demand, and accelerate sales cycle
- Planned and executed a successful channel roadshow in Germany, Netherlands, Spain, and London, which included hiring Lord's Cricket Ground to host over 100 partners to learn and experience the latest in our market from Xirrus's leadership and industry leaders. - Wrote thought-leadership pieces, including over ten blogs published on Xirrus.com
International Taekwon-Do FederationInternational Taekwon-Do Umpire
Jan. 2014As a third-degree black-belt and former international competitor, participate regularly in national and international competitions as an umpire–proficient in centre refereeing, corner judging, and as jury president. - 2024 Scottish Championships, Scotland
- 2024 European Championships, Slovenia
- 2024 English Championships, England
- 2023 U.K. Championships, England
- 2023 European Championships, Italy
- 2023 English Championships, England
- 2022 Vale Charity Fight Night, England
- 2022 U.K. Championships, England
- 2022 Welsh Championships, Wales
- 2022 Scottish Championships, Scotland
- 2022 European Championships, Croatia
- 2022 English Championships, England
- 2021 U.K Championships, England
- 2021 ITF TV Championships, Virtual
Ruckus WirelessMarketing and Business Development Specialist, EMEA
Oct. 2012 - Sep. 2013London, United KingdomA pioneering venture-capital backed start-up based in Sunnyvale, California, Ruckus invented wireless voice, video, and data technology, purpose-built for enterprises and service providers. With 93% YoY revenue growth leading up to its $1.1B IPO in 2012, Ruckus Wireless is now owned by ARRIS. During this period of hyper-growth and change, I planned and executed horizontal and vertical marketing and inside sales programs across EMEA. - Led public sector programs including direct and channel events, such as BETT Show and HC2013, which generated and helped accelerate over $250k pipeline to close
- Established customer engagement program to generate content; including customer stories such as BSkyB
- Worked on international tiger team to help develop and launch web presence into APJ markets, including Chinese language site
- Demonstrated hands on knowledge of 802.11ax wireless technology solutions for clear value-proposition, which included in-person demo and presentations to IT leaders, including: Reuters, and Royal Bank of Scotland
International Taekwon-Do FederationTaekwon-Do Instructor & Coach
Sep. 2008 - Jan. 2013Reading, United KingdomThames Valley Taekwon-Do is a pro martial arts academy that specialises in developing national and international competitors. Whilst achieving my first-degree black-belt in 2008 and training to compete internationally, I also committed to coaching children and adults of all abilities:
- Created a repeatable teaching style that took students of all ages from white to black belt, and to compete to national and international standard
- Regularly conducted personal coaching sessions, as well as classes reaching up to forty students at a time across a broad range disciplines including sparring, ring-craft, patterns, self-defence, flexibility and conditioning
- Selected and developed demonstration teams to perform to local audiences
- Helped to conduct grade examinations
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