Archive | February, 2012


2 Feb

Marketing / Demand Generation / Business Development

B2B marketing professional with 10+ years of developing, managing and executing all aspects of go-to-market programs that drive demand, sales pipeline and awareness across multiple segments and channels. Demonstrated ability to thrive in a fast paced environment and provide motivation and leadership to foster results across all levels of the organization.

Areas of Experience

  • Demand generation and lead conversion
  • Marketing automation systems & programs
  • Field marketing programs and management
  • Corporate events and conference programs 
  • Partner/Channel marketing
  • Partner program development and management
  • Inside sales management and enablement
  • Marketing agency and vendor management

CA Technologies – Austin, TX

Director, WW Demand Generation Services                              October 2010 – October 2011

CA Technologies is a global IT management software and solutions company with expertise across all IT environments and infrastructure – from mainframe, physical, virtual and cloud computing.

 Responsibilities include the identification and analysis of marketing processes, automation and channels to best identify ROI and sales pipeline development opportunities.

▪          Managed and develop the worldwide teleprospecting function as the lead conversion-to-sales pipeline mechanism

▪          Increased North American lead-to-pipeline conversion productivity by 32% within first 3 months

▪          Worked with corporate, field, and channel marketing leaders to identify market opportunities and account segments

▪          Collaborated with marketing operations and global business operations to ensure linkage of systems and processes for efficient lead management automation

▪          Worked with worldwide regions, Latin America and EMEA, to identify areas of lead management improvement across routes to market (direct and channel)

▪          Developed plans for the implementation of worldwide lead conversion/management teams in Latin America and EMEA

▪          Developed specific training and/or curriculum programs (SOWs) for worldwide lead conversion teams to ensure alignment between sales and marketing

▪          Built pipeline development models and plans for worldwide executive sales and marketing teams

▪          Consulted with marketing and sales leadership for best practices, results and areas for improvement

▪          Managed 15 FTEs          

Hyperformix – Austin, TX

Marketing Director, Demand Generation                                 December 2006 – October 2010 (acquired by CA Technologies)                                                      

Hyperformix, is a leading provider of IT capacity management and performance management software and solutions for physical, virtual, and cloud computing environments.

Responsibilities included identifying and defining targeted market segments for Hyperformix solutions, the creation, deployment and management of marketing initiatives, marketing automation and lead conversion processes to meet corporate objectives.

▪          Defined, managed and executed all aspects of go-to-market campaign strategies, tactics,  tradeshow sponsorships and field marketing for North America and U.K. regions

▪          Generated $10 million of annual sales pipeline through demand generation, marketing automation, and lead nurture programs

▪          Increased overall sales pipeline by 79% and enterprise software license revenue by 18% in first year via marketing initiatives and process improvements

▪          Worked with sales leadership and operations to optimize demand generation, lead acquisition-to-opportunity close resulting in an average of 25-31% of annual, enterprise software license revenue over a  4 year period

▪          Successfully penetrated new, enterprise target markets (SAP and Virtualization) via marketing / demand generation strategies

▪          Developed and implemented integrated, automated lead scoring and lead nurturing programs via marketing automation best practices ( 

▪          Product Marketing and/or Communications responsibilities included campaign development, web design and content development, and applicable messaging to drive lead nurturing activities and SEO

▪          Provided creative input on product development, features, UI and pricing models

▪          Managed 3 FTEs dedicated to marketing programs, lead conversion and events

▪          Managed all marketing vendors, contract negotiation, corporate marketing budget, marketing metrics/ROI

▪          Member of the Hyperformix / CA Technologies M&A marketing integration team

Vignette Corporation – Austin, TX

Senior Manager – Field Marketing, North America                 September 2004 – October 2006

Vignette (VIGN) is a leading provider of enterprise software encompassing content management, portal, collaboration and records and document management solutions.

Reported directly to the Chief Marketing Officer, overall responsibilities included management of America’s field marketing and inside sales organizations to execute demand generation activities and sales pipeline development for North America.

▪          Produced $30 million of sales pipeline annually via regional marketing programs and lead conversion

▪          Managed regional field marketing managers, marketing support team and inside sales manager forNorth America

▪          Developed field focused, demand generation programs for North American region aligned with corporate initiatives

▪          Develop go-to-market programs and relationships with strategic partners (HP, Sun, Deloitte), channels partners, ISVs   

▪          Adapted corporate marketing and product marketing messaging for regional relevance and brand awareness

▪          Collaborated with Worldwide regions (EMEA / APAC) to leverage go-to-market best practices and results

▪          Managed and developed executive, customer and analyst relationships from a demand generation perspective

▪          Managed internal, senior management relationships with Sales Management, Sales Operations and Alliances

▪          Managed third party vendor management including associations, marketing agencies, list brokers, data management and response management service providers

▪          Built and managed marketing/marketing support team consisting of 6 direct reports and overall staff of 14 FTEs

▪          Managed overall budgets for North American, Field Marketing Group

Regional Manager – Field Marketing                                        September 2003 – September 2004

As a member of the worldwide Field Marketing team, responsibilities included strategy and execution of B2B demand generation activities and sales pipeline development within defined regions. 

▪          Developed and launched integrated field marketing campaigns and activities for North American and global regions

▪          Worked directly with sales and channel organizations to develop quarterly field marketing plans

▪          Defined and implemented appropriate marketing mix to meet program objectives and pipeline generation goals

▪          Provided leadership across functional teams, (marketing, sales, channel, global regions, media and analyst relations teams and external agencies), to deliver on one “integrated plan”

▪          Created content, messaging and positioning for all field marketing activities 

▪          Developed reporting and metrics for all applicable marketing activities

▪          Managed cross-regional, marketing support team of four individuals    

▪          Provided leadership and management for budget planning, allocation and tracking in collaboration with financial teams

▪          Marketing liaison for GE Access (distributor) to develop go-to-market initiatives for Vignette’s VAR network

▪          Elected to Vignette’s Worldwide Sales Effectiveness Council 2004

Manager, Business Development & Marketing – Alliances/Channels                      2000 – 2003                                                                      

Developed, executed and managed partner programs designed to build sales pipeline and awareness for Vignette products and solutions via in-direct channels.                                              

▪          Met or exceeded annual quota of $2 million/yr. of influenced revenue through partnerships and programs

▪          Developed, launched and managed Vignette’s Technology Partner and Sales Partner Programs 

▪          Signed, and managed, 50 partners in the ISV Programs’ inaugural year generating $600,000 in partnership fees

▪          Executed annual partnership review and analysis resulting in Technical Support cost savings of $200,000 annually

AmergentPeabody, MA

Senior Account Manager – Marketing Services                                              1998 – 2000                               

Amergent is a full service, direct marketing agency known nationally for its expertise in direct mail, direct response, creative, and marketing database management.

 ▪          Managed direct marketing, lead generation programs for IBM, Lotus Alliance Partners (HP and Sun Microsystems)

▪          Developed account management plans for new and existing clients to expand Amergent services and revenue

▪          Increased IBM Channel Marketing spend with Amergent by 50% after first year of management

▪          Managed an account team of  4 FTEs

EducationSyracuse University:

▪          Major: Psychology

▪          Minor: Marketing


Marketing & Sales Tools▪          Marketing Automation Systems

▪          Web Content Management Systems

▪ (CRM)

▪          Microsoft Office Suite

▪          SCRUM Master Certification

Awards▪          2006 Vignette Marketing Success Award

▪          2008 Hyperformix  Mission Possible Award

▪          2009 Eloqua Markie Award Finalist