Oregon State University

Director, Digital Marketing at ForgeRock

Portland, Oregon, United States

ForgeRock

Director, Digital Marketing

I leverage my extensive marketing experience, across diverse industries, to establish, build and lead this agency that provides senior leadership teams with actionable solutions for defining optimal search strategies, programs and organizational structures for maximizing efficiencies, ROI and ROAS.

-  Market analyses and recommendations to improve management visibility into competitive threats, industry best practices and new content ideas.
-  Strategic analysis of marketing programs to maximize results.
-  Marketing programs to showcase thought leadership and improve digital marketing results.
-  Marketing automation and demand generation programs to maximize customer engagement.
-  Sales and Marketing alignment to maximize ROI and improve the customer experience.

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Martin Laetsch Consulting

Marketing Consultant

Recruited by the CEO to lead worldwide marketing efforts, with full P&L responsibility for increasing brand visibility, brand equity, marketing ROI, and qualified leads. Managed internal team of content creators and external agencies in completely revamping the digital presence. Currently retained by private equity ownership as a Consultant.
- Exponentially increased marketing ROI from 3:1 to 19:1 in the first year, which is currently tracking at 23:1.
- Drove a 234% year-over-year increase in sales-qualified inbound leads through a full website redesign, new social media strategy, and acceleration of content creation and blogging strategy.
- Delivered measurable marketing improvements that have grown to collectively influence 59% of all deals and 65% of company revenues.
- Facilitated complementary speaking engagements at major conferences for company scientists, in a nearly exclusive pay-to-play environment; secured 10 speaking invitations in the first half of 2017.
- Increased website time-on-site by 18% through creation of a content marketing program that included blogs, whitepapers, and videos.

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BioAgilytix

Director, Worldwide Marketing

IPM BIOTECH

Recruited by the Board of Directors to increase online visibility and coordinate the digital strategy to drive high-quality leads and position the firm as a marketing automation thought leader. Managed a cross-functional team across sales, marketing, demand generation, engineering, training, and support to coordinate the digital strategy.
- Catapulted Google ranking from an average page-15 ranking to a solid page-1 ranking, with 119 strategic terms ranking in the top-3 results on Google.
- Built a best-of-breed web development/content marketing team that transformed the company’s website into a marketing centerpiece that delivered a 100% year-over-year increase in traffic for 3 consecutive years.
- Helped sustain a 300% year-over-year increase in revenue by positioning the firm as a marketing automation thought leader.
- Quadrupled inbound marketing leads and revenue, creating the fastest growing and largest source of company bookings.
- Created content including webinars, blog posts, and e-books, including the most successful e-book in company history, building thought leadership and driving high-quality leads.
- Generated the highest number of attendees at both externally hosted and internally hosted seminars, which resulted in more than 20,000 leads.

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Act-On Software, Inc.

Director, Online Marketing

Leveraged extensive marketing experience, across diverse industries, to establish, build, and lead this agency that provided senior leadership teams with actionable solutions for defining optimal search strategies, programs, and organizational structures for maximizing efficiencies, ROI, and ROAS.
- Conducted various types of analyses and provided specific recommendations that improved management visibility into competitive threats, industry best practices, and new content ideas.
- Provided strategic analysis of paid and organic search marketing programs to maximize results.
- Set up marketing programs to showcase thought leadership and improve SEM results.

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Digital Marketing Consultant

Provided strategic and tactical leadership for sales, marketing, and business development activities. Spearheaded initiatives to drive website traffic and revenue growth. Promoted to stabilize company finances by introducing a strong business focus and performance-driven work culture. Restructured company to align operations and employee mindset with strategic goals, and led development of a profitable digital marketing product based on rigorous market research and customer needs. Held full P&L responsibility for product management and marketing.

-  Led cross-functional team to design and develop an intuitive digital media monitoring and analytics product that sold at 10x the rate of previous offerings by addressing a strong industry need.

-  Created a robust digital media marketing program which helped the company become the 719th most trafficked website in the world, with 100,000+ daily visitors.

-  Established a 60-member team of professional writers and editors to produce quality content to increase site traffic and revenue. Team was a mix of direct hires and contractors spread between Portland, Oregon and Lahore, Pakistan.

-  Designed and implemented a strong social media marketing program that used blogs, wiki technology, Facebook, Twitter, and Youtube videos to effectively engage customers in the place and media they are most comfortable with.
            

    
    

    
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AboutUs

Chief Strategy Officer

Propelled company to top position of nascent search engine marketing industry. Gained recognition as one of the industry’s undisputed search engine marketing experts, playing key role in legitimizing SEM among Fortune 500 leaders and advertising agencies. Led product management team to define product features, target customer segment, conduct competitive analysis, and deliver pricing models. Developed product that became the standard for search marketing automation.

-  Contributed to Covario becoming the #1 search marketing analytics company for Fortune 500 clients by creating a pioneering data-driven product.

-  Boosted Covario’s credibility and strengthened awareness of search marketing as a key tool in business success by speaking at more than 50 conferences and providing interviews to media. Exposure directly resulted in Covario securing several multimillion-dollar deals.

-  Delivered positive, measurable ROAS for Fortune 500 and Global 2000 customers through paid and organic search marketing programs.

-  Cultivated productive relationships with key partners including MSN, Yahoo!, and Google.
            

    
    

    
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Covario

Sr. Director of Search Strategy

Challenged to centralize company’s worldwide digital marketing activities in a company culture of strong business unit autonomy and reduce unsustainable expenditures and inconsistent messaging. Launched and led company’s search marketing group managing 37,000 keywords in 650 campaigns and 13 languages that drove 23M+ clicks to <a href="http://Intel.com">Intel.com</a> at a cost-effective CPC rate.

-  Defined, built, and managed the world’s first enterprise-class search marketing program that became a standard for managing digital marketing programs at large companies including Dell, IBM, HP, and P&G.

-  Media Spokesperson and Keynote Speaker. Interviewed by publications including the Wall Street Journal, Bloomberg, Dow Jones, and The Hub, and delivered presentations at conferences including Search Engine Strategies, The Association of National Advertisers, and Ad Tech.
            

    
    

    
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