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Work Background
LumiveroMarketing Lead, Demand Gen
Mar. 2024 - Feb. 2025United States, Little Elm• Devised GTM marketing strategy, value proposition, and messaging for SaaS experiential learning platform.
• Developed and executed field marketing strategy and plans for NA, EMEA, and AUSNZ, including master conference/event/sponsorship strategy, plans, execution, and campaign assets to build new pipeline and expand existing pipeline in NA, EMEA, and AUSNZ regions.
• Utilized ABM to target high-value universities that aligned with updated products. Created ICPs and updated/created new personas to accurately reflect pain points and problems experienced by higher ed decision makers and influencers.
• Managed all elements of field marketing, including industry conferences in US, Germany, and AUSNZ, creating an impactful presence that exceeded expectations for MQLs and SQLs, and delivered on the goal of 5 MQOs per event.
• Revised webinars to create meaningful and informative content focused on problem resolution, skill growth, and thought leadership with industry influencers, increasing webinar registration to attend in person from an average 33% to 57%.
• Student experiential learning campaigns in 2H24 yielded a 62% increase in MQLs and an MQL to SQL conversion of 28%, a significant increase from previous efforts because of high-impact messaging and improved targeting.
PearsonDirector, Campaign Planning & Development, NA Campaign Marketing
Jan. 2017 - Sep. 2022Dallas, Texas• Key member of the B2B Campaigns leadership team, reporting to the VP NA Campaigns, tasked with ensuring a smooth campaign process and delivery across all strategy teams. • Led a team of 6-8 Campaign Managers responsible for designing, developing, and executing high performing marketing campaigns across B2B and B2C marketing channels creating ~ 1,500 campaign activities and assets a year. • Created and implemented biannual marketing plans to maintain existing business, gain new accounts, and drive engagement throughout the customer journey for a complex business segment with product marketing, in house creative team, and national and distributor sales teams. • Expert level experience devising multiple tactics such as email, SEO/SEM, digital ads - both paid and remarketing, social, podcasts, events, and conferences presence/program/content. * Collaborated closely with Data Management team to ensure marketing activities tracked accurately in Google Analytics, Pardot, and Marketing Cloud, and visualized properly through Tableau. Analyzed campaign results for timely optimization and effective testing variables.
PearsonHead, Marketing Programs Management - North America Strategy Marketing
Jan. 2014 - Jan. 2017Dallas/Fort Worth Area• Core leadership team member involved in standing up a new marketing central services organization. Created rules of working, overarching marketing project process and mapping team and individual responsibilities using RACI documentation. • Key influencer establishing marketing project guidelines, project types, and setting priorities to onboard new project management tool (Jira/Confluence, Workzone). • Led a national team of 25 marketing programs managers and project marketing managers across 4 time zones, delivering ~2,500 marketing projects for marketing channel support, promotional materials, events/conferences, marketing asset development for sales support initiatives, and web development. • Co-managed the overarching project process to ensure smooth campaign implementation and high internal customer satisfaction.
NokiaGlobal Promotional Marketing Manager; Nokia Interactive Advertising
Mar. 2008 - Mar. 2009• Led global trade marketing team based in Boston, and collaborated with colleagues in London, Paris, and Mumbai to develop and execute country specific marketing plans and activities including sponsorships, events (Cannes Lions Advertising Festival, Mobile World Congress), and digital marketing for 7 countries in Asia, Europe, and North America. • Initiated marketing budget decisions with global head of sales, regional sales leads, and country managers to determine business objectives and which markets should receive trade marketing spend from the annual global marketing budget of $600k. • Designed and launched campaigns in US, UK, France, Germany, Spain, Italy, and India, taking into consideration the mobile advertising technology maturity of each country and the needs of consumer brands that were utilizing Nokia's services and platform. • Planned and executed successful media category sponsorship and hospitality at Cannes Lions, International Advertising Festival in Cannes, France. The sponsorship enabled sales teams to secure key meetings with big D2C brands and international advertising agencies. • Led event strategy, planning, program development, and all onsite execution for exclusive mobile marketing leadership event in Mumbai, India, securing C-Suite mobile brand leaders, influencers, and key consumer brand and advertising agency decision makers.
CC ConsultingMarketing Consultant
Aug. 2007 - Feb. 2008• Devised and executed brand training sessions for updated Nokia sub-brand visual identity to marketing teams and AOR partners in NA, Europe, India, APAC, and South America. • Worked independently on 7-month project to identify session participants; make local, in-country arrangements for brand launch tour; developed training presentation and brand activities materials; and acted as brand trainer/session moderator in all markets. • Provided brand consultations and recommendations on identity guidelines documentation to in-country agencies. • Collaborated with global brand identity team to execute sub-brand identity changes to online brand book, and trained brand reviewers on new messaging and guidelines. .
NokiaMarketing Manager, Brand Development
Mar. 2005 - May. 2007• Brand champion and brand team manager for NA positioning, messaging, and visual identity. • Provided brand training and approvals for 5 business groups as well as advertising agencies. Collaborated and provided consultations on brand guidelines, brand/sub-brand messaging, creative concepts/executions, and new products/services launches. • Collaborated and planned marketing promotional activities for new product launches, tradeshows/consumer events, sponsorships, and special events including product placement (mobile devices) in movies, music videos, TV sitcoms, and national broadcast events. • Planned and executed national brand advertising with multimillion-dollar media and production budgets. Oversaw media planning, creative development, budget management, concept testing with consumers, and results analyses. • Partnered with consumer insights team to conduct consumer perception research, studying brand preference versus competitors as well as evaluating future product roadmaps against existing market offerings. • Worked closely with cross-functional team and led creative development of event marketing plans and messaging; on-site experiential presence including signage, set/stage backdrops, staffing, and technology; creation and production of promotional materials and assets for TV, radio, and digital marketing; and the agency/sponsorship partner activities and onsite management for Nokia Sugar Bowl, TNT NBA Live, NBA Fan Jam, Nokia Theatre in Times Square, and other live events.
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