Austin, Texas, United States
Certified marketing professional with 13+ years of experience focused in enterprise field marketing management, skillful in program management, strategy development, integrated campaign execution, and cross functional team facilitation. Spent the last 9 years managing progressively more complex, and higher profile programs including 360 customer journeys and executive level messaging development.
• Build omni-channel ABM framework for 1:1 and 1:Few leveraging account research, intent signals, to drive campaigns across paid social, gifting, SDR outbound, email drip nurtures, product launch campaigns, and 3rd party event programming. • Develop value proposition, messaging, and content including key differentiator one pagers, customer case studies, ad and website copy for 1:Few ABM programs. • Define account selection process, KPIs, reporting, and educate across sales, field marketing, segment marketing, and brand to ensure success of program over time.
• Define buyer, influencer and champion persona’s along with core value messaging for each persona. • Develop industry-focused value messaging and campaign strategy touching all stages of the buyer funnel. • Build omni-channel ABM campaign strategy to support the largest revenue driving accounts using paid social, email drip nurtures, product launch campaigns, and 3rd party event programming. • Managed a team of 2 marketing specialists focused on graphic design and industry copy writing. • Developed value proposition, brand messaging, and content including industry pitch decks, key differentiator one pagers, customer case studies, solution presentation decks, and website copy for 5 industries
• Co-drove development of ABM program and framework at Teradata, including determining account selection criteria, resourcing strategy, budget allocation, and strategic vendor evaluations required to launch. ABM technologies include: Pathfactory, Alyce, 6Sense, LinkedIn Navigator • Cross-functionally collaborated with product marketing, competitive intelligence, GTM sales teams, CSMs, and sales engineering to develop comprehensive value propositions, messaging, and competitive positioning for the account in order to expand and retain. • Developed 1:Few ABM strategy to scale the program through sub-industry content themes, targeted accounts with similar challenges, and the creation of end to end messaging from top to bottom of funnel. • Influence modernization of MarTech stack to allow for full funnel conversation/ROI reporting with insights from multiple channels with the ability to see intent and strategic customer account intent focus. • Launched with owning (5) 1:1 Enterprise accounts in Financial Services and Consumer Products/Goods. • Ideated, developed and executed Teradata AI Launch direct mailer for high value target contacts within ABM account, PepsiCo, featuring a tailored video box, polaroid camera, and vintage Pepsi bottle, resulting in a $1.2 million-dollar deal closing 3 months early when it was leaning towards churning. • Managed a team of 3 mid-level field marketers focused on activating regional plans aligned to ABM accounts. • Piloted executive engagement campaigns to integrate Teradata deeper within the organization – including direct mail, 3P executive roundtables, and targeted LinkedIn personalized outreach messaging.