Boston, Massachusetts, United States
• Lead and execute a comprehensive ABM strategy aligned with sales, demand gen, and customer teams to drive target account engagement and commercial growth. • Identify and tier high-value accounts, developing personalized, multi-channel campaigns across digital, email, direct mail, events, content, and sales touchpoints. • Leverage tools like 6sense, Marketo, and Salesforce to deliver account-level insights, intent signals, and orchestrated ABM programs. • Measure and optimize ABM performance through KPIs, account engagement metrics, pipeline influence, and ROI-driven reporting. • Build scalable ABM frameworks and playbooks while educating internal teams and partnering cross-functionally and with agencies for consistent execution.
• Plan, build, and monitor ABM digital campaigns across Demandbase One and external channels (Qualified, Marketo, LinkedIn, Google, etc.), including day-to-day optimization and strategy behind target account lists and audiences. • Manage end-to-end campaign execution – from strategic planning and copywriting to creative collaboration, asset management, launch, and optimization – for 100+ digital campaigns, driving an 82% YoY increase in attributed pipeline. • Analyze performance data and implement new tools/tactics to continuously drive stronger CTR, lead generation, and pipeline contribution – leading to a 141% increase in leads and 170% increase in qualified responses YoY. • Act as the primary liaison and project manager for the digital team when collaborating with internal and external teams, optimizing campaigns and aligning strategy with evolving business needs.
• Plan, execute, and report on cross-channel integrated content & campaign plans that influenced over $129m in revenue -driving acquisition, nurture, and re-engagement opportunities of key audiences to fuel growth and client retention. • Collaborate with sales, product, research, and clinical leaders to distill and create novel thought leadership and content pieces to grow creative packages aligned to core marketing strategy themes. • Drive and evolve ABM strategy to better engage, influence, and convert accounts through creating hyper-personalized content including custom ROI calculations, landing pages, and targeted multi-channel ad campaigns that led to a 20% lift in engagement. • Consult with the sales team to develop campaign strategies, resulting in the generation of over 3,000 new leads in 2023 by improving lead-to-meeting conversion rates through optimizing the lead handoff process and providing comprehensive BDR training. • Analyze and interpret sales data to drive growth while testing, optimizing, and scaling new channels, formats, content partnerships, and emerging market opportunities – leading to a >100% increase in key lead generation metrics YoY. • Manage the implementation, strategy, maintenance, execution, and training for critical marketing automation systems including Eloqua, DemandBase, Salesforce, and others as needed.
• Designed and executed all social media, email, and site content using platforms such as Sprinklr, Instapage, and Salesforce Marketing Cloud, leading to a 100% increase in engagement in under 6 months. • Liaised and led cross-functional interdisciplinary projects for clients, such as planning & executing webinars, copywriting site content, and facilitating client/member surveys. • Prepared project roadmaps and timelines in order to manage deliverables and analyzed engagement metrics for multi-channel paid media campaigns to drive growth. • Drove strategy around SEO/SEM content for various advertising campaigns through Google Analytics.
• Conducted detailed research surrounding implicit and explicit motivations behind International Corporate Volunteerism programs in various global corporations. • Compiled and managed detailed databases using EndNote and Google Drive for team members through analyzing hundreds of academic articles.