Marciela Ross - Data-driven Marketing Leader,

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Work Background

OutreachHead of Community (Sales Hacker) Content

Apr. 2022 - Jun. 2023United States* Leveraged data, market insights, and audience analysis to create messaging strategies * Partnered with Field Marketing, Customer Marketing, and Demand Gen teams to coordinate three in-person events. This was accomplished while utilizing 50% of the allocated $40K budget * Improved the efficiency of content and campaign operations by transitioning the team to Asana * Producer of the Sales Hacker Podcast * Producer of the Revenue Innovators Podcast * OBX (Outreach ERG) - Co-chair

Clearwater AnalyticsContent Manager

Nov. 2021 - Apr. 2022United States• Develop value propositions, messaging, collateral, as well as long and short-form content to drive brand awareness and lead generation across all market segments • Create and manage the content calendar and distribution plan across organic and social channels • Led the cross-functional team to localize web pages for Northern Europe, DACH, France, and APAC • Conduct regular content audits to identify gaps and redundancies of content • Grew content team by one additional FTE; managing the onboarding, performance, and professional development of team

QuiqSr. Content Marketing Manager

Oct. 2017 - Nov. 2021Bozeman, Montana* Developed and executed multi-channel content strategies that increased lead generation by 25%. * Wrote and edited whitepapers, case studies, and email campaigns, enhancing brand positioning and thought leadership. * Used Salesforce and Google Analytics to track content performance and optimize campaigns for better conversion rates. * Successfully coordinated user-conferences

West PawDigital Marketing Manager

Dec. 2013 - Apr. 2017Bozeman, MTHired to grow revenue and presence by ensuring brand vision and message are consistent across all channels and regions. • Presented business case for marketing automation that led to the purchase and implementation of Marketo. • Led the successful launch of website redesign and ongoing projects to improve online consumer and Pet Specialty retailer experience. • Managed the strategy, planning and implementation of the company’s digital marketing programs and content from conception to execution. • Collaborated with both Sales and Operations to ensure sustained expansion in Pet Specialty and Consumer sectors. • Recommend content and lay out of 2014 annual print catalog and mailers targeted to drive revenue among specialty retailers. • Participates on cross-functional, new product development teams. • Leads marketing aspects associated with product messaging, product development, pricing, market introduction, sales tools, and promotional plans. • Marketo Administrator and trainer who led the cross-functional team to a successful implementation and integration and serves as primary marketing automation liaison with external partners.

Totes IsotonerMarketing Director - Headwear

May. 2011 - Mar. 2012Minneapolis, MNAccountable for ensuring budget objectives for gross sales, profitability and expenses were met for $35M headwear division. Collaborated with sales, design, quality and finance teams to drive the brand strategy. • Led Headwear division’s distribution expansion into Asia, Australia and New Zealand. • Delivered unique value propositions through the creation of proprietary brands, creative new packaging, collateral and brand strategies and executing specific tactics to increase online presence and revenue. • Initiated and developed sales collateral, presentations and samples in partnership with sales to present new retail programs to new and existing accounts

Apothecary ProductsProduct Marketing Manager

Mar. 2010 - May. 2011Charged by VP of Marketing to increase sales of core items by spearheading new product development, monitoring trends and leading cross functional team. Develop pricing and promotional strategies with the goals of maximizing the company’s profit and share of the market, while ensuring customer satisfaction. • Developed and executed proprietary marketing research for Eye/Ear category; providing deeper consumer insights and credibility among our retail channel partners. • Introduced 10 new products, creating a new brand and new distribution channels for API. • Worked jointly with sales to develop winning assortments for retail customers such as Target, Walmart, CVS, Kroger, Dollar General and International customers such as Jean Coutu and Pharmasave. • Provided clear and succinct creative direction in collateral creation and packaging. • Navigated regulatory systems and directives to ensure the development of high quality products that met or exceeded federal and internal standards.

Target Sourcing ServicesProduct Manager

Oct. 2007 - Jul. 2009Product Manager Spearheaded development of the global strategic sourcing plan for Dept. 91 to ensure products were sourced in countries and with vendors that met production criteria. Orchestrated and managed vendor selection to negotiate quality and cost. Led, directed, and managed a team of direct reports with responsibility for performance management, career development, motivation, and annual reviews. • Identified opportunity to grow import business by 13% within one year. • Researched and evaluated potential business partners for cross-functional team to ensure successful development and execution of safe and profitable items for youth market. • Created $1M in incremental revenue by developing a private label BPA-free water bottle that met established quality standards and increased guest satisfaction. • Managed development of a children's sporting goods chair that delivered a 50% margin, met federal safety standards, and was projected to contribute $500K of revenue in future years. • Negotiated costs and terms for a seasonal assortment for Midwest retailer that delivered 70% margin, surpassing category average of 65%.

Air Products and ChemicalsBrand Manager, COPD - Air Products Healthcare

Jun. 2004 - Aug. 2007Brand Manager, COPD (2006-2007) Marketing Manager, MBA Career Development Program (2004-2006) Challenged to articulate market positioning and product/portfolio brand strategy for Air Products Healthcare. Created and implemented marketing plans to consolidate acquired companies under one unified Air Products Healthcare brand while still maintaining relevance in each of the markets served. Championed the creation of sales and marketing messages, collateral materials, and campaigns that effectively communicated product value and benefits to decision makers. Mentored and trained field sales and corporate teams on brand awareness strategies, salesforce.com and key branding initiatives. Directed and managed promotional assets and website, led industry tradeshow planning and implementation, and created successful go-to-market strategies. • Upgraded and streamlined marketing collateral to unify message and save over $500K in expenses. • Instituted a process for Air Products Healthcare to increase ROI on marketing collateral. • Managed collateral redesign that extended brand positioning to all marketing and promotional efforts. • Identified up to $55M (2.75%) of potential market growth by researching opportunities in the textile industry. • Led the Identification of 2 to 3 growth opportunities per year over 5 years in the non-ferrous metals market for a division of Air Products. •Led a team of marketing executives for air products and chemicals to identify the key components of marketing. Created framework that the team used to produce marketing training curriculum.

Hasbro, Inc.Brand Management MBA Intern

Jun. 2003 - Aug. 2003• Supported Tonka Truck and Mirco Machine brand teams in marketing efforts through sales analysis, promotion management and product development • Developed and executed event with Disney to increase awareness of brand re-launch. Produced desired results for brand at 70% less than the cost of regular TV advertising • Analyzed, tracked and reported weekly sales using syndicated data to formulate marketing strategy

General MotorsBrand Analyst

Jun. 1994 - Jun. 2002Brand Analyst, Commercial Trucks, Detroit, MI (1999-2002) Undergraduate Co-op, Flint, MI (1994-1999) Spearheaded management of proprietary and secondary research studies, directed promotions, and prepared sales analysis and forecasts for commercial truck brands. Analyzed, tracked, and forecasted sales results that enabled General Motors to formulate marketing strategy. Authored part of annual brand plan. Championed support of marketing and dealer organizations through customer service, research, and sales analysis. • Delivered research insights and analysis to Brand Team leading to addition of new product feature, the Eaton Semi-Automatic Transmission • Collaborated with corporate finance and team to control expenses and reduce spending by 50% • Addressed and resolved customer concerns that contributed to high customer satisfaction scores • Developed and managed promotion with the National Black Family Summit to increase consideration and purchase among African American new car buyers • Won Fleet and Commercial “I Deliver More” award and Outstanding Effort and Achievement Award