Jul 2022 – Present · 3 yrs 9 mos · Fayetteville, Arkansas, United States · Hybrid

• Capitalizing on 10+ years of HubSpot Admin experience and 20+ years of B2B marketing experience, I became solopreneur in 2022.
• I work with successful small businesses to improve their HubSpot operations, provide training and coaching to their teams, campaign development and deployment, reporting, and other services.

Jan 2022 – Present · 4 yrs 3 mos

• Required to post this so I could join the Discord server for HubSpot Admins. This is not an employed or contract role.

May 2019 – Jun 2022 · 3 yrs 1 mo · Greater Chicago Area

• Building the core marketing function within IGS, I am responsible for establishing our market presence and growth through digital platforms. My focus is on content production and marketing; sales enablement capabilities; event marketing; marketing automation and CRM data + processes; all designed to build a lead generation machine for significant pipeline growth.
• As world population approaches 10 billion people over the next 30 years, how we feed ourselves must change from traditional agriculture. IGS is building the next generation of agtech with patented systems for high-yield crops of produce using no pesticides, reduced power, and fewer resources enabled by AI and ML.
• Our technology also enables commercial lighting applications for flexible design, simple installation whether new or relocation, and still delivers the same capabilities to control lighting that reduces power consumption.

Jan 2019 – May 2019 · 4 mos · Chicago, IL, United States

Jan 2018 – Jan 2019 · 1 yr · Chicago, Illinois

• Produced marketing campaigns that targeted retail operations professionals with our offering of retail analytics data and technology. Elevated standards of content through collaboration with stakeholders and SMEs across the organization and globe to go from conventional content marketing to journalism-grade intelligence that enlightened our audiences. Managed multiple direct reports and agency relationships for content, SEO, marketing programs, PPC, and the like. Succeeded in a highly matrixed, global environment by building key relationships to access resources and input as needed.

May 2017 – Dec 2017 · 7 mos · Greater Chicago Area

• Directed and produced formal lead generation program by implementing Google AdWords campaigns combined with social media retargeting to generate net-new leads. Hired external agency to build PPC programs and managed internal reviews/approvals to refine these efforts. Owned relationship of retained creative agency responsible for website improvements; rebuild of Eloqua landing page and email templates to be responsive and improve conversions; managed creative agency retainer and workloads to yield greater efficiencies on ROI. Implemented formal project management methodology and trained marketing team in proper techniques to scope projects using written briefs then execution plans built in Basecamp. Directed development of new content funnels to move away from batch-and-blast that had degrading results and to adopt inbound approach whereby only conversions receive email nurturing efforts to achieve MQL and SQL.

Aug 2016 – Sep 2018 · 2 yrs 1 mo · Greater Chicago Area

• If your content marketing and marketing automation efforts are not yielding the outcomes you expected, let's talk.
• I work with SMBs and mid-market companies, often in the SaaS space, to deliver improvements that streamline the work and improve the results.
• Many businesses start down the road of content marketing only to find after a while that it is not performing as expected. Others buy into the promise from marketing automation vendors that a piece of technology will solve their demand generation problems. Then they discover that content marketing is harder than expected, and the marketing automation tools require more than email drip campaigns to build value.
• With years of experience in B2B marketing and demand generation, I bring clarity to the processes that makes all of this work in concert to create value for your business.
• If you'd like to learn more, I offer a free 30-minute consultation to answer questions, and you can schedule that here now https://calendly.com/inboundrepairguy.

Aug 2014 – Jun 2016 · 1 yr 10 mos · Greater Chicago Area

• Functioning as a global senior lead generation marketing manager for the US, UK, and Australia, my role encompassed the complete domain of lead generation skills and tools. Focused on building lead generation systems at the intersection of HubSpot for marketing automation and content marketing to drive traffic to our site via email marketing, social media, paid media and other promotional efforts to then convert into known prospects. Lead generation went from single digits per month to double digits per day, consistently exceeding monthly goals by 3-4x, averaging >250 leads per month and more than 1,500 leads in 2015 YTD.
• Overhauled existing HubSpot instance to follow best practices for list segmentation, email nurturing campaigns, lead generation forms for A/B testing, and landing pages and 'thank you'​ pages to promote key value propositions.
• Worked closely with global data providers to cleanse database of inaccuracies and unusable leads in addition to boosting database size to increase reach.
• Indirectly managed content strategist and digital marketing analyst to increase lead generation yield through persona-driven content, precise targeting on paid platforms, and optimized content.
• Built marketing-sales alignment process to create a feedback loop on lead quality and validity as leads were passed to Sales. Collaborated closely to produce key campaigns that aligned with Sales' targeting and outreach plans. Also conducted training on inbound, HubSpot, and general content marketing best practices to bring all-new sales team into the fold on modern sales and marketing.
• Collaborated closely with web developer to create conversion opportunities across the site, not just HubSpot pages; rebuilt CTAs across the site for more effective impact and broader use by the whole marketing team in other channels.

Oct 2012 – Aug 2014 · 1 yr 10 mos · Greater Seattle Area

• Alere Wellbeing sells employee benefits programs to employers for tobacco cessation and weight loss.
• Establish monthly marketing calendar and translated existing content into email campaigns supported by social channels. Edit white papers and other content to better meet business goals. Collaborate with Content Strategist to define content goals for blog, webinars, and related media. Manage one B2B marketing specialist and multiple outside vendors.
• Achievement Highlights:
• Generated over 1,000 marketing-qualified leads resulting in 230 sales-ready leads.
• Hosted monthly webinars (producer role). In one, recruited Pulitzer Prize-winning author/journalist as webinar guest and generated 1,500+ leads.
• Developed marketing/sales alignment guidelines to structure cross-team operations.
• Achievement Details:
• Developed marketing campaign calendar of monthly efforts to set targets for Sales quotas by reverse-engineering revenue goals based on historical statistics to generate correct lead volume. Then built nurture cycle programs to get leads to a sales-ready state in 4-6 weeks.
• Leveraged strategic partnerships, email marketing, social, blog, organic search, and display/PPC advertising channels to direct traffic to top-notch landing pages that converted >1:3 visitors to captured leads.
• Negotiated service-level agreements with Sales to codify definitions of lead qualification factors, and to deliver a clean funnel of qualified leads.
• Increased website traffic by +60% in first three months of enacted changes.
• Achieved a 70% conversion rate for the Q2 webinar and recruited a Pulitzer Prize winning author as guest; achieved a record 1,300 registrants for event.
• Managed and developed one B2B marketing specialist for daily tasks and email marketing campaign projects. Collaborated with content strategist and internal creative services team for new content and asset development.

Mar 2012 – Oct 2012 · 7 mos

• MCG independently develops and produces healthcare guidelines for use by healthcare professionals.
• Oversaw entire portfolio of company’s marketing collateral, reporting to the Marketing Director. Promoted to online strategist with new responsibilities for social media, SEO and website.
• Achievement Highlights:
• Consolidated online communications with clients from multiple sources into a single monthly newsletter, improving consistency among various sources.
• Managed website redesign project, successfully launching first new site in 6 years.
• Deployed company’s first ever product marketing campaign across 20+ landing pages. A 60-day campaign netted 250 leads with 30% sales-ready.
• Increased registrations for key annual client-only event by 40% YOY through email marketing. Used A/B testing to ascertain best mix of call-to-action copy, etc.

Oct 2011 – Mar 2012 · 5 mos

• Content management for all public-facing materials online; internal-facing content via SharePoint site management.

May 2011 – Oct 2011 · 5 mos · Greater Seattle Area · Hybrid

• A contract assignment engaging Microsoft’s B2B enterprise technology solutions group.
• Developed dynamic presentations and other documents for greater coherence, brand compliance, and audience consumption. Re-wrote document drafts to enhance readability.
• Engaged with a variety of Priority Areas for enterprise technology solutions in B2B markets to improve presentations for greater coherence, brand compliance, and optimize for audience consumption.
• Ombrella is defunct.

Mar 2010 – May 2011 · 1 yr 2 mos · Greater Seattle Area

• Wunderman is a worldwide network of leading advertising, marketing and consulting companies.
• Created high-quality, magazine-like RFP responses and designed other communications solutions to enhance the B2B business development process. Produced effective RFP responses on-time. Created a methodology for checking quality, built documents, and maintained a library. Collaborated with team members including SMEs and graphic artists.
• Achievement Highlights:
• Crafted winning responses for top brands such as Microsoft, Expedia, and Tommy Bahama.
• Authored a 75 pp. New Business Handbook to capture best practices and leveraged learnings, plus step-by-step use of process and tools.
• Created centralized library for standardized content, images, and related assets; managed all digital resources on SharePoint including a template library for RFP/RFIs.
• Achievement Details:
• Project managed ad hoc teams of senior account managers, creatives, and specialists to craft winning responses to requests for business proposals for digital marketing strategy, tactics, and campaigns.
• Created the standardized business development process to efficiently guide response teams with full accountability and accuracy; ensured timely, high-quality responses that drove new business efforts.
• Centralized disparate resources; managed these on a SharePoint site as a digital repository for case studies, staff bios, headshots, standardized content, and templates.
• Built template library to provide consistent visual identity and approved language for all RFI/RFP response documents. Reduced staff tendency to recycle out of date versions of previous submittals.
• Built and managed in-house communications programs to promote and recruit involvement in new business efforts. Developed a volunteer team of New Business Heroes who assist in new business projects (client research, business solution research, content proofing, presentation rehearsal coaching).

Sep 2009 – Mar 2010 · 6 mos

• Lead development of presentations and communications using self-directed management for creation and delivery of magazine-quality, unique B2B marketing proposals for architectural design services on projects worth over $1 million for civic, government, and commercial entities.
• Collaboratively blended creative direction with content guidance from business heads.
• Consistently met tight deadlines for multiple projects in fast-paced environment.
• Technically adept at quickly learning software systems and tools.
• Daily interface to project manage all project staff to build winning proposals, met proposal deadlines.
• Excellent writer and deft editor to adjust written material for brand voice, audience style, space/time limits.
• Keen eye for visual design, photography, diagrams, and other imagery in accordance with brand guides.

Aug 2007 – Aug 2009 · 2 yrs · Seattle, WA

• Oversaw the central depository for marketing collateral used by 2,000 loan consultants to facilitate the sales process. Ensured adherence to standards for company branding and currency of information on 300+ collateral items. Maintained a content management system and guided review process involving internal and external partners.
• Achievement Highlights:
• Boosted direct mail usage by sales staff by 11%.
• Enhanced metrics for key campaigns netting $24+ million new loans.
• Migrated 200+ collateral items over seven months to a new, more powerful system.
• Managed 100+ item catalog of direct mail, customizable items for marketing campaigns-on-demand system in compliance with applicable laws and secured brand integrity.
• Completed a Project Management training course.

Jun 2003 – Jan 2007 · 3 yrs 7 mos · Memphis, Nashville, Seattle · On-site

• My work experience prior to 2007 is not relevant to marketing automation, demand generation, or current standards of marketing practices. Full details are available upon request.