Academy of Art University

Director of Marketing at OpenSpace

San Francisco, California, United States

OpenSpace is on a mission to bring new levels of transparency and tracking to construction. Our solutions combine simple off-the-shelf 360 degree cameras, computer vision, and AI to make it incredibly easy to capture a complete visual record of the jobsite, share it via the cloud and track progress remotely.

OpenSpace

Director of Marketing

Lead marketing strategy and manage execution at 60-person B2B SaaS startup creating cloud-based value chain management software to optimize client forecasting and improve client financial decision making• Led company-wide rebrand and rename that created a cohesive look and tone by developing and implementing a new design, communication strategy, and company positioning more in-line with the company vision; resulted in increased brand awareness and increased web traffic and increased qualified leads• Defined and delivered on goals, objectives, and KPIs; met targets to acquire customers at a profitable cost by decreasing Cost Per Acquisition (CPA)• Created annual marketing budget for corporate and vertical marketing teams; reconciled through the year resulting in actuals 20% below budget • Directed internal and external partners on execution of the brand and marketing communications, including product, sales, designers, copywriters, event planners, website development firms, digital marketing firms, etc.

Riivos

- Spearheaded and improved workflow from ideation through implementation by defining a 360° process for creative projects, including budgets, schedules and success metrics• Established weekly reviews of performance metrics for marketing assets, optimization, and potential variations while upholding strict brand compliance• Reduced the cost of sales 18% by implementing CRM system (Salesforce) to support partnership development from lead generation to customer

Creative Services Manager

- Overhauled the planning and growth of campaigns and identified relevant channels to reach our target audience, C-Suite Executives, resulting in an increase in qualified leads• Monitored metrics across a variety of mediums, including marketing automation tools, CRM systems, web, social media, etc. and use those metrics to help drive marketing priorities

Senior Marketing Associate

Led the successful execution of 95 top-tier events in local and international markets totaling more than $21.5 million in revenue at a high-end full-service event design, planning and production company• Designed and implemented solutions accelerating the execution of design concepts by detailing financials, vendor information, contracts, and timeline logistics; ultimately reduced pre-production time by 25% • Managed the planning and production teams; which included directing a team of assistant project managers, contractors, and interns. Supervised interdepartmental projects including graphic design/printing production and website creation • Produced visual presentation design decks utilized as sales tools in client presentations and as comprehensive event production blueprints• Served as a liaison between CEO/Creative Director, Client, Design Team, Internal/External Production Teams, and Vendors

Robert Fountain Inc.

Manager of Events

At Barcelona marketing agency, oversaw and managed a monthly budget of $150,000; developed and executed entertainment events including a sold-out music festival, Salsa Latin Jazz, that increased profit 40% over previous year • Created and implemented a comprehensive and proactive communications plan that helped position C40 as a boutique BNB, resulting in a year-over-year profit increase of 200% • Monitored SEO/SEM trends and translated into actionable items that increased quality traffic, and maximized site performance, improved search results listings, resulting in a 7% increase in profits • Designed and developed small business websites, brand identities, logos, store designs, product advertising and on-going marketing strategy • Managed digital marketing campaigns, timelines, budgets, vendors and deliverables for various clients

Crystal (Chris) Balandran