Istation

Vice President of Marketing (2013 - 2021 | Dallas, TX)

K-12 Educational Technology Company

Generated more than $50 million of marketing-attributed revenue opportunity while annually improving:

Content and Actionable Marketing:

Optimized top-of-funnel content marketing strategies designed to build brand awareness and drive engagement with educational leaders and classroom teachers by developing and distributing compelling content that covers thought leadership, customer success stories, and professional development
Executed scalable and targeted content promotions and resources aligned to the buyer’s journey, educational selling cycle, and educational calendars
Developed dynamic and effective digitally-driven educational content that helps determine buyer intent, marketing personas, readiness to buy, and other lead qualifying functions utilizing webinars, e-books, listicles, white papers, blog posts, social media posts, bylined articles, conference breakout sessions, advertorials, inline sponsored features, virtual round tables, video profiles, pillar pages, and customer success stories
Collaborated with leading educational media partners to determine education challenges and priorities to ensure optimal interest and engagement

Brand Marketing and Messaging:

Projected the ‘voice of the customer’ throughout initiatives and promotions by incorporating an empathic approach based on previous experience as a classroom teacher
Implemented cross-departmental collaborative and consultative communication and coordination in order to achieve mutual objectives between Sales, Customer Success, and Product Development
Leveraged ongoing competitive and market analysis in order to gain insights and new customer opportunities to produce and promote objective-based educational thought leadership and professional development content as top-of-funnel initiatives — targeting key purchasing and decision makers as well as influencers — while promoting product value as well as features and benefits to support middle- and bottom-of-funnel strategies

Marketing Automation and Attribution:

Developed and executed cross-lifecycle strategies that implement buyer journeys and best practices to support marketing funnels and sales pipelines
Created and maintained a scalable and predictable lead generation engine that automates, processes, and tracks leads as marketing qualified (MQL), sales qualified (SQL), and sales accepted (SAL) by establishing and optimizing lead scoring and an engagement spectrum that qualifies and prioritizes sales potential

Corporate Leadership and Department Management:

Established and adjusted a KPI framework/methodology that tracks progress, measures success, and forecasts potential
Built and coached a team of diverse marketing talent responsible for cross-functional initiatives that promote value as well as features and benefits with thought leadership content, product collateral, engaging events, community-building social media, responsive digital engagement, and value-added public/media relations
Managed and analyzed scalable and agile marketing budgets that maximize and track ROI as well as adapt and respond to sales direction and customer demands based on data-based market analysis as well as historical results and feedback
Improved lead generation, nurturing, and qualification by utilizing design thinking approaches that develop, run, and measure frequent tests