Bask Technology, Inc. (formerly iTOK)VP of Communications and Corporate Marketing
Feb. 2013 - Sep. 2015Greater Salt Lake City AreaRepositioned organization from break/fix model to advisory based service in being recognized as a respected thought leader in broader technology space; supervised 12 team members. Renovated marketing operations and messaging, including systems, processes, and testing in focusing on supporting user vs. device; reduced costs through vendor renegotiations and in-house resources. The organization received Series B round of $18M in funding. • Transformed company from $8M/year to $25M/year within two years through vigorous testing on PPC, SEO, YouTube, and email marketing channels.
• Reduced CPA from $97 to $48 and increased lead flow by removing poor performing ads from Google and tapping into new, effective keyword groupings.
• Lowered CPL from $8.30 to $5.62 and elevated lead conversion from 12% to 15% by redesigning and rewriting over 300 landing pages and streamlining automated follow-up through Marketo.
• Decreased marketing expenditures over $3M annually within the first year by eliminating Google ads with high cost and low conversion.
• Recognized on Utah 100 Fastest Growing Companies (2013 and 2014)