Portland State University - School of Business

Concordia University-Portland

VP, Enterprise Marketing at Papa

Portland, Oregon Metropolitan Area

Papa pairs older adults and families with Papa Pals for companionship and assistance with everyday tasks—offering programs to health plans, providers, employers, and consumers.

Papa

VP, Enterprise Marketing

As a fractional CMO and marketing consultant, I bring together targeted strategies and flawless execution to create good juju —  the marketing magic that helps founders, investors, and leaders build and grow successful ventures.

SaaS, telecom, and tech organizations, as well as agencies, contact me to help bring products and services to market; build and scale marketing engines, launch business-accelerating demand generation and ABM campaigns, and helm business strategy and transformation initiatives.

Liz DeMatteis, CMO of Aetion, a leading healthcare technology company, says:

- An entrepreneurial thinker, Jess readily recognizes opportunities to improve existing marketing efforts as well as how best to build capabilities from the ground up. Jess builds comprehensive and actionable strategic plans, backed by savvy and self-guided analyses.

She’s simply the best at what she does.”

Meredyth Jensen, SVP Marketing & Brand Communications at RGP, a global consulting firm, explains:

- Jessica brings a rare combination of Go-to-Market strategic acumen and the ability to execute with precision. Nothing falls through the cracks with Jessica. Her subject matter expertise in B2B and proven track record of success make her a trusted advisor—enabling us to take smart, courageous risks that lead to giant leaps forward.”

Organizations like Aetion, Keet Health, RGP, UserTesting, NetFoundry, and others turn to me for the good juju they need to successfully go to market, build and scale marketing functions and teams, and develop winning strategies and campaigns.

good juju

Fractional CMO & Marketing Consultant

Served as the Marketing Executive Leader at Keet Health, an MSK management & treatment software designed to deliver quality patient outcomes, faster.

Delivered a 10X ROI on marketing investment in H1 ‘21, generating millions in pipeline & bookings.

Ownership of strategy, brand, content, digital, WWW, demand gen, ABM, partnerships, team leadership & more.

Joined as the company's first strategic marketing hire in 10/20 after starting as a consultant in 4/20. Within 6 mos. - built out the entire function, from recruiting a stellar team, to orchestrating a brand/messaging refresh, architecting a new demand gen practice, launching a brand new website along with ICPs, personas & content, and building a performant funnel.

-   Launched <a href="http://keethealth.com">keethealth.com</a> with revitalized branding/messaging, 2 new explainer videos, 2 high-quality pieces of gated content & persona-customized lead gen CTAs. Increased traffic by 3X in 3 months with the addition of SEM & social strategies.

-   Simultaneously, stood up an instance of HubSpot. Built a scoring model & two industry-centric nurture tracks, using 2 newly created ICPs and 6 new personas. Increased email open rates by 69% in 90 days.

-   Introduced 2 integrated campaigns simultaneously (a company 1st) to existing & new markets, via www, SEM, social & more, resulting in several hundred thousand dollars of pipeline within one month.

-   Deployed paid media and offers to engage decision-makers at target accounts, resulting in nearly 20 meetings/demos with enterprise companies & $500K in pipeline in <2 mos.

-   Enabled sales with customized pitch materials, best practices, trainings and tools for social selling. Built executive dashboards for a view of conversion from lead to customer.

-   Led organization-wide campaigns to reach bookings goals, collaborating with sales, operations & others to sell in and through, and drive incremental upsell.

-   Managed a full tech stack including HubSpot, Demandbase, Drift, Vidyard, InSycle and more.

Keet Health

Executive Director of Marketing

Marketing Executive Leader at Keet Health, an MSK management & treatment software designed to deliver quality patient outcomes, faster.

Delivered a 10X ROI on marketing investment in H1 ‘21, generating millions in pipeline & bookings.

Ownership of strategy, brand, content, digital, WWW, demand gen, ABM, partnerships, team leadership & more.

Joined as the company's first strategic marketing hire in 10/20 after starting as a consultant in 4/20. Within 6 mos. - built out the entire function, from recruiting a stellar team, to orchestrating a brand/messaging refresh, architecting a demand gen practice from the ground up, launching a brand new website along with ICPs, personas & content, and building a performant funnel.

-   Launched <a href="http://keethealth.com">keethealth.com</a> with revitalized branding/messaging, 2 new explainer videos, 2 high-quality pieces of gated content & persona-customized lead gen CTAs. Increased traffic by 3X in 3 months with the addition of SEM & social strategies.

-   Simultaneously, stood up an instance of HubSpot. Built a scoring model & two industry-centric nurture tracks, using 2 newly created ICPs and 6 new personas. Increased email open rates by 69% in 90 days.

-   Introduced 2 integrated campaigns simultaneously (a company 1st) to existing & new markets, via www, SEM, social & more, resulting in several hundred thousand dollars of pipeline within one month.

-   Deployed paid media and offers to engage decision-makers at target accounts, resulting in nearly 20 meetings/demos with enterprise companies & $500K in pipeline in 20%.

-  Launched a trial for outsourced SDR support (as an extension of Ruby’s inside team) to efficiently and effectively achieve scale while accelerating conversion.

Served as leader of PMG (Pinnacle Marketing Group), a Pacific Northwest marketing agency, specialized in B2B tech and SaaS. In one year, grew company revenues by 170% and net profit by 210%.

-   Conducted a 1-year pivot, successfully repositioning and refocusing the 15-year old agency on core competencies in content, digital marketing, and demand generation.

-   Established and delivered on new business objectives to build the marketing and sales pipeline; deepen the internal talent bench, and institute a best-in-class inbound strategy to grow the business.

-   Quadrupled revenues from 2017 to 2018, while increasing the size of the company’s largest account 10X, and adding net new logos, tripling the company’s client base.

-   Rebranded the company, launching a new website and premium content, along with an inbound digital marketing strategy and an account-based marketing strategy, with the hard-working team members of PMG’s new Demand Generation Center of Excellence.

-   Brought new B2B tech and SaaS expertise in-house, to lead business with tech behemoths like Intel, Microsoft, and Samsung, as well as SaaS disruptors like Rackspace, goTransverse, GoodData, CrowdStreet, DataCore, and more.

-   Hired, onboarded, trained, mentored, and grew a high-performing team of content/digital strategists and creatives to deliver best-in-class B2B content and campaigns.

-   Responsible for business strategy, financial forecasting, internal demand generation, new business and pitching, client retention, managing key client accounts, and team development.

Chief Marketing Officer

Implemented an Account-Based Marketing strategy at the health tech company, partnering with sales and landing two new enterprise accounts.

-  Led a demand generation team of five, with a laser-focus on generating qualified leads, sales pipeline and closed opportunities resulting in CARR.

-  Developed and orchestrated personalized, multi-touch ABM marketing campaigns for high-value accounts to improve awareness; build credibility; create and accelerate pipeline and increase deal size with custom social, content, digital, direct mail, webinars and live event strategies.

-  Created lead scoring methodologies to apply triggers using Engagio, Marketo, Google Analytics and Salesforce, with an integrated view across the marketing technology stack to identify when leads are ready to engage.

-  Owned and optimized the demand generation funnel and marketing stack (automation/CRM), building efficiency with end-to-end analysis of programs/campaigns and their impact on sales pipeline using ABM metrics.

Grand Rounds, Inc.

Head of Demand Generation

Established the content function at GoodData and developed the first integrated campaign targeting ISVs with its “Powered by” product, creating $8M of ACV.

-  Assembled and managed a team of seven, spanning social media, digital and creative design—sourcing, ramping and leading internal staff and contract staff.

-  Worked with executives from across the organization to define company value propositions, define company messaging and create thought leadership tracks.

-  Fueled demand generation with targeted content and campaign materials—including landing pages, emails, display ads, and paid placement with supporting premium asset creation.

-  Lead a major corporate initiative to evolve the company brand, along with a complete website redesign—providing strategic direction, as well as project and vendor management, with responsibility for all outcomes.

GoodData

Senior Manager, Content Marketing

- Lead Integra's digital and content team with targeted strategies designed to attract, nurture, convert, and close qualified leads--delivering marketing effectiveness and ROI.

-   Interfaced with C-Level executives and VPs to gather rich insight into company strengths; technical leadership areas; and forward-looking strategies to inform campaigns and communications.

-   Developed hyper-targeted content, multi-touch campaigns & strategies for key segments, verticals and decision-makers in alignment with corporate growth initiatives and programs.

-   Drove demand generation with top of the funnel content distributed across a wide variety of owned and paid media channels, and through organic earned impressions.

-   Launched a comprehensive social strategy with audience acquisition plan, based on a hub and spoke model with a new corporate blog serving as the central source of publishing and distributing content to a myriad of destinations.

-  Crafted Integra’s overall digital plan and executing upon that plan with an eye toward increasing search rankings, inbound traffic and form conversions with: personalized/dynamic rendered content, SEO strategy, and implementation of target account-based marketing technologies.

-   Managed and maintained a library of content, spanning multiple audiences and personas, at all stages of the buyer's journey—from awareness, to consideration, to close.

-   Performed gap analyses of current materials, mapping content to industry/vertical-specific buyer personas and stages of the buyer’s journey, identifying areas of opportunity and resource requirements, and managing development from ideation through production.

Integra

Senior Manager, Digital & Content Marketing

- Driving the product marketing strategy within the marketing/advertising industry for Digimarc Discover, an end-to-end mobile platform  solution designed to increase the effectiveness of your marketing vehicles by connecting static content to mobile content, at the moment of relevancy.

-   Serving as the company expert on the marketing/advertising sector (agency and brand-side), developing a deep understanding of market problems that we are uniquely positioned to solve, determining customer requirements, segmenting the market, and identifying areas of opportunity.

-   Surveying the competitive environment, identifying new technologies, performing SWOT/competitive analysis, and gaining key insights on the directionality of the market.

-   Determining which features/capabilities will drive revenue and market success, communicating learnings to internal stakeholders, informing the development of the product solution.

-   Developing a detailed GTM strategy for the target sector, including product positioning, pricing, placement (sales strategy, channels, targets, forecast), promotion (assets required, target publications, events, etc)--and translating the strategy into a formal business plan for presentation to executive staff.

-   Communicating with potential customers about our product, gathering feedback while exploring opportunities to deploy Digimarc Discover's digital watermarking technology. Driving opportunities toward execution, while educating and supporting the efforts of the partner to ensure program success.

<a href="http://www.digimarc.com/discover">www.digimarc.com/discover</a>.

Digimarc

Product Marketing Manager

- Managing the life-cycle of relationships and projects with some of the largest and most-recognizable companies in the world at Pinnacle Marketing Group, a full-service marketing agency specializing in the wireless and technology sectors. Clients include Intel, Qualcomm, Rackspace, Samsung Mobile, HTC, Motorola, AT&T, Verizon, Sprint, Huawei, ZTE, Microsoft, Real, Novatel Wireless.

-   Developing and implementing complex integrated marketing campaigns with many moving pieces—creative concepting, branding, graphic design, digital, social media, mobile marketing and applications, public relations, influencers, event marketing, radio remotes, print advertising, channel programs, partner programs

-   Crafting account strategy from proposal development to execution—becoming a trusted resource and delivering on-target and measurable results.

-   Leading cross-functional teams with organized drive—soliciting and guiding the creative process while retaining focus on project goals and client expectations to create superior, and resonant, work.

-   Contributing as a creative thinker, social media and pop-culture junkie—providing vital intellectual capital that builds campaigns that matter to the consumer, from concept-development all the way down to crafting the very words of the copy that speak to the individual.

-   Keeping track and control of the details—budget, timeline, vendors, deliverables, review cycles, billing, etc.

Accomplishments:

- Drafting winning proposals resulting in the development of new accounts with top-tier, international clients.

- Earning a Guinness Book World Record for the Largest Dodgeball Game in History, for Samsung Mobile.

PMG (Pinnacle Marketing Group)

Director of Account Strategy

Forward 09: Brandologie
- AMA Oregon Chapter Annual Conference):

-   Responsible at a high-level for all aspects of the conference: planning and strategy, logistics, marketing, programming, sponsorships- leading a team of 14.

Accomplishments

Value was added for attendees of the 2009 conference in all areas:

-   Speaker content was improved dramatically as a result of the implementation of an advisory board to craft content and recruit speakers from a broader market.

-   Programming was expanded from a 2 speaker format to a lineup including: 4 keynote speakers, 4 breakouts and 2 tracks.

-   Early planning facilitated dynamic event communications. A new brand was created, and translated across multiple html emails, postcards, and—for the first time in AMA Oregon history—a dedicated and robust conference website (<a href="http://www.forwardama.com">www.forwardama.com</a>). A comprehensive social media strategy was also employed for the first time, incorporating speaker participation and Q&A into a blog (<a href="http://www.brandologie.com">www.brandologie.com</a>), Twitter, LinkedIn Groups, and a Facebook Group. A post-event video was crafted to promote the event in future years (<a href="http://www.youtube.com/watch?v=Kr6Q5Y1EVQg">http://www.youtube.com/watch?v=Kr6Q5Y1EVQg</a>).

-   Innovative mobile event technologies were newly implemented. Attendees experienced the conference in a new way with mEvent, a mobile event application; provided and viewed feedback in real time via a Twitter RSS display; interacted with their conference programs through the use of mobile tagging to connect print with digital content; and participated in mobile polling with Poll Everywhere.

-   A record-breaking amount of sponsorship funds were solicited, to help create the best conference in AMA Oregon history.

American Marketing Association

Annual Conference Chair- Oregon Chapter

- Responsible for identifying, contacting, and cultivating new accounts for all divisions of Henry V, a full- service communications agency specializing in live events and experiential marketing. Skilled at networking to reach ideal customers. Tenacious, smart, well- connected, and adept at building trust.

-   Guiding the proposal process for new prospects—coordinating teams; providing client insight, creative solutions; and drafting targeted proposals.

-   Account-managing new client projects—supervising creative development, execution, customer communications, and strengthening the client relationship.

-   Supporting projects across multiple industries and marketing mediums—events, experiential, interactive, mobile marketing, brand ambassador programs, print design, video production, and custom display solutions.

Accomplishments

-   Wrote over $1M in proposals for new business. Doubled client roster of Brand V Division.

Jessica Legg

Jessica Legg