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Work Background
Christina Lee MarketingPrincipal
Jul. 2018Greater Boston AreaI help companies to leverage email marketing as a channel effectively and efficiently so they can support sales and customer success teams to convert more leads and retain/upsell more customers. My experience constructing strategies that work and deliver results ensures that you will have the roadmap to leverage email marketing as an investment delivering a positive ROI.
I know that companies of all sizes thrive when they use with using email marketing strategically as part of their marketing mix because I have seen it firsthand.
OutSystemsSenior Manager of Global Marketing Campaigns
Jul. 2018 - Mar. 2019Boston* Direct all marketing activities in direct alignment with 'mega themes' defined by corporate objectives and product benefits to end users. * Active member of the Global Marketing team directly responsible for defining campaign strategy for lead acquisition and acceleration. * Ensure messaging was consistent across all channels. * Regularly contribute creative ideas to stand out in a crowded marketplace. * Metrics-driven decision making resulted in the recognition of top performing channels and reallocation of budget where there was an opportunity to scale. * Regular communication with internal stakeholders including global field marketing teams, partner channel and the sales organization. * Manage project team members across marketing functions including design, marketing operations and content to execute global campaigns. * Define personal and team goals in direct alliance with company objectives and provide regular feedback and mentor-ship to members of the team. * Maintain close relationships with major publishers allow for instant access to new programs to explore to achieve marketing objectives.
MineralTree, Inc.Director of Marketing
Jul. 2015 - Apr. 2018Cambridge, MA* Acting CMO for 4 months while the company identified a different marketing leadership approach.
* Managed demand generation acquisition and acceleration programs for direct and bank channels.
* Reported on funnel metrics and pivot strategy based on current pace to goal to CEO and board members. * Developed components of a successful marketing strategy to fuel all stages within the funnel to support corporate objectives which included, budget planning, working with external vendors, campaign management and resource management.
* Managed all forms of digital media including Google and Bing SEM, online display, paid social with LinkedIn, Twitter and Facebook, email campaigns built with Marketo, webinars produced with GoToWebinar platform, content syndication and national events.
* Built a bottoms-up forecasting model to track goal attainment. Used this model to determine required budget and marketing programs calendar.
* Managed the entire customer journey from acquisition to acceleration by managing multi-channel programs directly coordinated with the sales team. ABM approach.
* Built the marketing channel for bank from the ground up. Defined go-to-market strategy which included conducting market research to determine the opportunity, created messaging based on a targeted account list and executed national marketing campaigns that resulted in a 2x pipeline in this channel.
CloudBeesMarketing Funnel Manager
Apr. 2013 - Jul. 2015Greater Boston Area* Managed and build paid media placements strategy to meet net new lead and MQL goals. Programs include third party email, newsletter sponsorships, paid search, online display advertising and content syndication programs. Have exceeded lead goal attainment over 100% each quarter.
* Built a marketing machine that resulted in a consistent 100%+ goal attainment of qualified leads delivered to sales each quarter.
* Worked closely with sales management to review leads delivered on a weekly basis and ensure follow-up processes are in place. Managed all sales tools including Salesloft, Rainking, Salesforce.com.
* Built and maintained email nurture programs using Marketo to identify sales-ready leads and accelerate funnel conversion. *Created lead scoring algorithm based on researching commonalities, including industry, location and job role, within opportunities with high AOS.
* Managed lead generation budget to maximize return on investment. Worked closely with marketing leadership to forecast lead volume to meet pipeline goals.
EloquaInbound Marketing Manager
Apr. 2012 - Apr. 2013Greater Boston Area* Acquired by Oracle in 2013
* Acting Senior Directing of Demand Generation for 4 months
* Managed all aspects of paid media to accelerate and acquire leads that match the target demographic. Programs include third party email, webinars, virtual tradeshows, online display advertising and content syndication programs. Exceeded marketing qualified lead goals in 2012 by over 300%.
* Strategic internal alliances and partnerships developer with Content Marketing and Marketing Operations teams to build integrated campaigns for external use. * Built and managed a weekly dashboard that compiled the results from all marketing programs into a single view. Continuously monitored performance across channels to improve budget management and make strategic decisions around vendors and programs.
WHERE, LLCMarketing Manager
Aug. 2011 - Mar. 2012Boston, MA*Acquired by PayPal in 2011
* Solely responsible for lead generation and development of digital media strategy for SMB location-based mobile advertising platform.
* Designed and executed lead nurturing flow from the ground up using Silverpop. * Performed content audit to create relevant emails to be sent dependent upon the leads position in the sales process, their response levels and demographic profile. * Defined a lead scoring methodology based on persona research that was managed in our marketing automation tool and synced in real-time to Salesforce.com to ensure sales had visibility of their 'best bets'.
* Managed the SmartPay project with Cumberland Farms that redefines the way consumers transact at gas stations. Oversaw product development, advertising design, media buyers, legal and public relations teams supporting the SmartPay project. Successfully adhered to strict timeline and ensured the project was meeting all necessary deadlines.
* Introduced content marketing to the company and implemented and executed upon an editorial calendar to support lead generation, public relations and sales. Created a corporate blog that focused upon the mobile advertising & marketing industry.
* Worked with data team, design team and public relations to develop an industry benchmark report for location-based mobile advertising. Developed relationships with ComScore and eMarketer to access industry research that was leveraged in marketing materials and sales collateral.
ZmagsSr. Inbound Marketing Manager
Sep. 2010 - Jun. 2011* Built and executed inbound marketing strategy and effectively used digital marketing tactics, included online channel sponsorships, affiliate programs and social media marketing, to drive lead volume and sales pipeline. * Built, managed and executed content strategy. Zmags became a magnet for thought leadership participation from influencers: Ann Handley, C.C. Chapman, Jamie Turner, Joe Pulizzi, and Andrew Davis to speak at events. * Identified influencers within the marketing communication and defined a plan to leverage their reach with organic endorsements of our product. Using Zmags, we published the first chapter of ‘The NOW Revolution’ with Jay Baer and Amber Cadabra, published the first chapter of ‘Content Rules’ with Ann Handley and C.C. Chapman and published an interactive case study for HubSpot.
* Created online communities using social channels (Twitter, Facebook, LinkedIn).
o Increased followers to Zmags brand, @Zmags, on Twitter by 70%
o Increased subscribers to the blog, http://www.zmags.com/blog, by over 100%
o Build a LinkedIn group and within 2 month period, grew to more than 140 members
* Led initiative to identify, select and secure a public relations partner. Managed the relationship with the selected firm which resulted in placement in key media including Folio Magazine, SocialTimes, Direct Marketing News and Practical eCommerce.
* Managed and executed global marketing channels including SEO, SEM, affiliate marketing, social media, local publications.
InteQ CorporationMarketing Communications Manager
Aug. 2008 - Aug. 2010* Acquired by CA in 2010
* Researched and initiated lead generation campaigns to create awareness and demand to CIO audience. IT organizations
* Introduced and successfully gained buy-in from senior executives on the value of social media marketing. Created an InteQ brand within online social networks which resulted in increased inbound traffic and visitors from social networks converted into sales qualified leads. * Marketing lead for introducing InfraDesk, a SaaS service desk software, to market. Defined pricing strategy and target audience and developed supporting materials. Press and media relations resulted in inclusion in Gartner and Forrester industry solution reports. * Managed demand generation and lead qualification as an integral part of a tightly defined sales process. Created lead nurturing campaign to mark ‘trigger events’ which increased conversions from qualified lead to demo appointment.
* Identified and secured participation in leading industry trade shows and local events. Managed all logistics including booth design, shipping, travel arrangements and sponsorships. Secured speaking engagements for key executives at top trade shows. Built relationships with industry organizations (itSMF and HDI) and secured speaking opportunities at local meetings.
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