<a href="https://learn.g2.com/birds-eye-view-of-category-design" target="_blank">A 30,000 Foot View of the Category Design Process</a>&nbsp;&nbsp;<font color="#6f6f6f">G2</font>

A 30,000 Foot View of the Category Design Process - G2

Cornell University

University of Hawai‘i - Shidler College of Business

VP Marketing  -  Enterprise Marketing Leader & Strategist  -  Demand Generation, Product & Content Marketing Expert

New York, New York

SaaS marketing consultant

B2B SaaS Marketing Consultant & Advisor

Sendoso

Advisor

Revenue Collective

Member

Tapped to formalize demand generation function overseeing email marketing, webinars, paid programs, direct mail, tech stack, lead flow and reporting with 3 FTEs; Identified weakness in email, content distribution, opportunities to expand lead generation via webinars and Linkedin, and inefficiencies in lead flow• Rebooted email marketing program which was primarily an auto-responder for events including launch of newsletter, re-engagement series, opt-down audience, and large-scale contact remediation; Sender score recovery from 30 to 88 in 6 months and increasing pipeline associated with email 250% to $17M• Doubled scale of webinar program and generated $15M in pipeline, tripling 2018 pipeline from webinars• Launched direct mail program for prospecting, generating $7.5M in pipeline• Piloted ABM programs for new logos and pipeline acceleration with 20% engagement rate for high-value accounts and 10% opportunity rate• Managed $180k in targeted demand generation and brand awareness campaigns on Linkedin with CPLs as low as $20/lead• Implemented MQL status in lead flow, increasing inbound meeting rate by 100%; Started migration to Sirius Decisions Demand Waterfall

Degreed

VP of Marketing - Demand Gen

ACQUIRED BY Degreed in June 2018.Hired to relaunch marketing after a false start and identified the following gaps: inconsistent messaging, weak/unprofessional web presence, lack of content/sales enablement, and perception of being small and unknown.• Ran messaging exercise with C-suite to get the company talking about the product in the same way and built a suite of sales enable documentation and client-facing materials• Created a new website with a robust resource center including case studies, white papers, and thought leadership blog posts which increased lead flow by 6x• Launched a newsletter to nurture passive leads and an in-house webinar stream• Earned 60 press mentions, 33% of which proactively solicited including Harvard, Business Review, Wall Street Journal, Forbes, Inc., Huffington post, Quartz, and Apple News• Managed events stream including the execution of two $100k events to counter size image problem• Executed omnichannel new product launch including analyst relations, PR, influencer strategy, email, and paid ads• Developed an Account-Based Marketing (ABM) program to raise awareness and drive leads in F500, leveraging personalized and targeted ads and custom content experiences.• Executed all of the above with $640k budget, one marketing ops FTE, a product marketing consultant, web agency, and three content freelancers• Marketing sourced 80% of $3.3M ARR at the time of acquisition.

Pathgather

Vice President of Marketing

Marketing advisor for online course company. Built marketing strategy focusing content and SEO and sourced first marketing hires.

GoSkills.com

Built a content production engine for Pipedrive. Hired a small in-house team of content producers and marketers, as well as a dozen remote contractors, resulting in a 212% increase in organic top-of-funnel traffic to content pages from 40k to 115k page views, an 83% increase in referring domains (backlinks) to website; from 1k to 1.8k, and earned mentions in Fortune, Entrepreneur, Huffington Post, and Inc.

Pipedrive

Director of Content Marketing

Went from solo marketing strategist and executioner to leader of 15 person team. • Crafted SkilledUp's content and SEO strategy and created the ultimate content machine. • Hired, inspired, and managed 15 full-time writers, designers, copywriters, and marketers, as well as an external team of freelance writers. • Coached direct reports on priorities, productivity, and learning objectives ensuring the whole team met their quarterly KPIs. As a team, we exceeded department goals four consecutive quarters. • Ensured editorial oversight such that content that reflects brand positioning and messaging, aligns to the customer expectations and needs. • Earned mentions in LifeHacker, TechCrunch, AOL, Yahoo Finance, Huffington Post, Edsurge, US News, The Next Web, Entrepreneur, The Economist, VentureBeat, The Washington Post, and Wall Street Journal. • Generated hundreds of high-value links increasing domain authority from 0 to 50+ in two years • Ranked on page 1 of Google for thousands of high intent keywords, generating $173M/month in economic value (Adwords CPC value). Grew organic traffic from 0 to 650k visitors / month and 1.2M monthly pageviews/month. • Architected lead generation flows for B2B and B2C email lists and built a 30K email subscriber list. • Provided design inspiration and oversight for B2B rebrand; Coordinated with engineering team to work out UX/UI bugs. • Championed content as a marketing tool, presenting to various parent company executives and teams on ROI of content and best practices.

Apollo Education Group

Sr. Director of Content Strategy

ACQUIRED BY Apollo Lightspeed, a subsidiary of Apollo Education Group.

SkilledUp

Head of Content & Co-Founder

China Based Project ExperienceBusiness Development• Worked with Huanzhi Technologies in opening the Beijing market. Huanzhi Technologies is a marketing management and consultancy for group-buying and social media marketing service company in Greater China. Assisted foreign businesses in utilizing the power of Chinese social media and group buying platforms. Responsible for developing foreign product and service promotions. Hired and trained Chinese sales agent team to develop local business. Introduced and developed strategic marketing partners and relationships [June 2011 - Feb 2012]Strategy & Implemention: • Worked with foreign invested Chinese internet company <a href="http://www.airizu.com">www.airizu.com</a> (Chinese Airbnb) to design and implement a 10 city expansion. Organized, planned, and executed 10 city sales force hiring campaign for Shanghai, Nanjing, Wuhan, Xi’an, Guangzhou, Shenzhen, Hangzhou, Suzhou, Haikou, and Sanya. Negotiated third party recruiting contracts with staffing agencies. Managed 10 person locally staffed HR team  [Summer 2011]Research: • Managed competitive research projects in China healthcare sector for Emerging Asia Strategy Group [Feb. - May 2012]• Conducted private study on water policy and usage in Beijing [Aug.-Sept. 2011]• Wrote articles for eChinacities and Global Times, China-based English language news publications about iPhone use in China and life in China

Independent

Business Consultant

- Revived and completed stalled members-only CRM website project. Redesigned and enhanced key functional areas in website. Provided demonstration and training for executives at site launch.• Consulted with Fortune 500 China C-level executives, and U.S. Departments of Commerce and Energy officials to administer US Wind Energy Investment Workshop, and a special event with Secretary of Energy, Dr. Steven Chu. Drafted, edited, and published ECP related news briefs.

U.S-China Energy Cooperation Program

Project Advisor

- Collaborated with various SME and Fortune 500 companies to assess their business interests in China to find appropriate counseling, matchmaking, research, and due diligence service solutions.• Developed knowledge of China’s business landscape focusing on energy and green technology markets through in-depth research and interviews with foreign and local companies. Compiled, drafted, and edited industry overviews, quarterly newsletters, and niche market briefs for client companies.• Facilitated US-Sino trade relations and promotion of US exports through advocacy, seminars, and trade show support. Assisted in planning and execution of the Clean Energy Trade Mission to China, Secretary of Commerce Gary Locke’s platform for promoting US companies specializing in renewable energy, energy efficiency, and improved electricity infrastructure.

U.S. Commercial Service

Commercial Associate

University of Hawaii - Shidler College of Business

MBA Student

- Sole CRM representative and investor relations product expert in New York region. Managed client implementation from sales cycle to through production adoption. Conducted multi-day training seminars for 20+ clients.• Cultivated client relationships through courteous and timely resolution of mission critical issues. Personally managed 30 client implementations and served as secondary resource for the majority of 100+ client base.• Created tailored solutions and customized software platforms through intensive collaboration with clients, increasing client retention and satisfaction.

SS&C Technologies

Project Manager

While on the initial start-up team for a cutting edge Investor Relations CRM web portal, participated in product development, quality control, product branding and design, hiring and training, and enhancing internal process efficiency.

Brad Zomick