Laura Bavetz - Marketing Director, Idera

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Work Background

Idera, Inc.Director of Marketing - Test Automation & DevSecOps

Dec. 2020Remote · Remote

IDIQManager Inbound/Outbound Lead Generation

Mar. 2020 - Dec. 2020Temecula, California, United States · RemoteBuilding new Inbound and outbound process and strategy with Sales Force Marketing Cloud for B2B, B2C, B2B2C, B2B2B partners, Research new vertical markets, build creative briefs, marketing plans, SOWs, create email cadence / tone and coordinate teams for content needs, Built landing pages, emails, build journey flows in SFMC, and automation/launch, project manage the marketing campaigns with Jira/Confluence

MicroduinoHEAD OF MARKETING AND STRATEGY

Oct. 2016 - Apr. 2018Westlake VillageSpearheaded the successful launch of an international educational technology business into the U.S. Created packaging, online sales environment and tracking/fulfillment ecosystem resulting in the addition of major distributors including Barnes and Noble and Frys Electronics. Developed the creation of four 280 page educational lesson plans to accommodate the newly launching B2E product line and prepare digitally for educators. Implemented back end marketing sales structure utilizing Salesforce, Marketo, and tools that consolidated and tracked all B2B and B2C sales. Implemented Demand Gen Platform Marketo integration to SalesForce (Customer Relationship Management -CRM)

Marketing | Marketing Operations | Marketing Strategy ConsultingINDEPENDENT CONSULTING

Jul. 2015 - Mar. 2020Ventura CountyIndustries: Financial Services Tax Preparation Bio Tech HVAC Education • Overall marketing strategy • Sales Training, CRM, lead gen, demand gen, scripts for cold calling • MarTech advancements | Upgrades | Implementation • Implement new automated marketing campaigns • Demand Generation | Lead Generation • Websites – Design and Content Management • Social Media Strategy and Social Media Accounts / Pages • Partner with marketers across assigned therapeutic areas/brands, external vendors and other key stakeholders to influence, develop and deploy integrated customer engagement journeys • Monitor campaign performance and provide recommendations to brands on how to optimize customer engagement journeys • Define business rules and campaign requirements to translate the promotional plans into the operations Campaign Specification Document • Coding of campaigns or coordination with campaign development team for coding of campaigns in the Marketing Automation Tool per the operations Campaign Specifications Documentation / Business Requirements Documentation. • Facilitate campaign delivery processes • Maintain cross-brand campaign calendar • Work in conjunction with Brand/Agency for response data tracking and reporting • Provide strategic guidance and product positioning to new public company in the green refrigerant marketplace. • Managed and directed 3rd party consultants for development of various multimedia creatives • Created marketing and sales branded material • Marketing Plans

STS (B2E Technology k-12)Sr Director Of Marketing

Sep. 2013 - Jul. 2015Westlake VillageUtilized broad scope of industry knowledge and dynamic business acumen toward directing development of corporate and product brand, including strategically repositioning the company through branding and marketing efforts via transactional product sales, direct marketing, media, creative, sales promotion, and public relations. Demonstrated solid communication and interpersonal relations talents toward conducting reviews for and hiring outside agency resources (e.g. general market, direct marketing, adwords, social media, interactive, print media). Designed and developed results-generating collateral and marketing. Managed and processed RFP applications for bid approvals. Optimized operations efficiency by managing a high-volume trade show calendar to boost brand appearance. Ensured on-track execution of marketing campaigns, including recruiting, training, and managing a top-performing marketing staff, as well as cohesively maintaining strategic partner relationships pertaining to critical marketing initiatives. Key Accomplishments ⎫ Initiated a comprehensive relational database marketing program with Salesforce. ⎫ Personally contributed to an increase of $9 million in sales – from $16 million to $24 million. ⎫ Profitably developed and monitored annual marketing budget and revenues for marketing programs. ⎫ Launched successful brand building advertising campaigns, as well as new website design and structure.

B2B SaaS Technology (CallSource)Director of Marketing

Dec. 2007 - Apr. 2013Conejo Valley Strategically steered the development of a lucrative corporate and product brand, including effectively repositioning efforts via profitable company branding and marketing ranging from transactional product sales, direct marketing, media, and creative to sales promotions and public relations efforts. Drove business growth by recruiting, training, mentoring, and managing a details-driven new staff of 9 marketing professionals while working with sales teams. Cost-effectively managed a $3-million national budget for this $40-million company, including creating and monitoring the budget and revenues for marketing programs. Conducted objective reviews and hired 4 outside agency resources, and controlled 5 outside agency partners (i.e. general market advertising, direct marketing, SEO / PPC, automated nurturing). Directed all design, development, and implementation of collateral and marketing for both corporate and product brands. ⎫ Expertly handled all logo development and rebranding of company position. ⎫ Taught self Apple Final Cut Pro to successfully produce dynamic videos for CallSource. ⎫ Saved hundreds of thousands of dollars annually by bringing multimedia production in-house. ⎫ Exceeded lead goals by 40% via creative campaign strategy and leads generation for 7 sales verticals. ⎫ Directed 60+ trade shows annually, including managing teams and increasing brand appearance levels. ⎫ Launched several successful brand-building advertising campaigns and created new website design / structure. ⎫ Boosted team productivity by developing and incorporating creative training videos for a training department.