Brigham Young University

VP, Demand Marketing at MasterControl

Salt Lake City, Utah, United States

MasterControl

VP, Demand Marketing

Hired to create the first Demand Gen function at Instructure. Responsible for building a global, multi-industry, multi-product demand function to predictively and efficiently produce qualified sales pipeline. Led digital team, field events team, and the global SDR practice (outbound & inbound lead development). Worked inter-functionally with other Marketing leaders to transform into a data-driven organization. Worked cross-functionally with Sales and RevOps to ensure Marketing was aligned to business goals.• Improved Marketing contribution to Pipeline by 160% YoY and Bookings by 64% YoY• Built digital and field teams to repeatably hit pipeline targets• Created or reworked all components of Demand: funnel management processes, digital event program design/planning/execution, program channels & tech stack, & org design• Aligned Marketing on standard frameworks to connect strategies across product marketing, content, awareness, campaign, demand, & customer marketing• Worked with RevOps on annual planning to ensure Demand Gen budgets/targets were aligned with Sales targets• Worked with RevOps on implementing systems, processes, & data/reporting to ensure Demand Gen was accountable for business objectives• Transformed field event strategy dramatically increasing event ROI• Reset SDR comp plans to align with Sales and business objectives

Instructure

VP, Americas Demand Generation

xMatters, inc

VP, Demand Generation

Sr Director, Marketing Operations

Avaya

Director, Digital Marketing

Helping companies make the most of their marketing technology investments.

Kennedy Marketing Consulting

Owner

- Defined and built Marketing and Sales funnel including:- Stage definitions, ownership, SLAs etc.- System fields/values/automation- Reporting for better visibility for planning and predictability- Team processes for coordinating field/digital marketing, inbound/outbound teams and sales   * Designed and built advanced lead scoring and routing strategy   * Built best-in-class digital marketing and marketing operations teams   * Built scalable processes that more than doubled campaign team’s output   * Transitioned from Eloqua to Marketo in 2 weeks including a data model change and integration with SFDC   * Automated lead nurturing programs covering multiple audiences and buying stages.   * Optimized campaign tracking/attribution for all marketing activities from awareness through closed business   * Improved data processes for better hygiene and reporting   * Manage large budget for both awareness and digital demand generation campaigns    * Coordinate with Brand, social, PR, events/field marketing and current customer marketing teams to develop multi-channel campaign plans   * Launched a Testing and Optimization strategy and programs to improve website engagement and conversion rates   * Coordinate with outbound and inbound lead qualification teams on automated email communication strategies and programs   * Manage development of promotional copy (ads, emails and landing pages) for digital programs   * Manage web development team responsible for all marketing web template development, site performance and systems integrations

AtTask, Inc.

Manager of all digital marketing demand generation programs.

Sr. Digital Marketing Manager

Key management member of a high-performing global web marketing team that increased opportunity value by 20% year over year. Primarily responsible for lead management, email marketing, marketing automation, web analytics, user experience design, web architecture and optimization. Personal contributions include:• Led cross-organizational email marketing team and vendors with direct attribution of $5 million in opportunity value annually.• Pioneered, engineered and led design and development resources of an email-building web application that streamlined email creation process by 40%  -  Organized global adoption for all corporate marketing teams.• Originated, architected and directed production of content, design, development and HTML of corporate home page that increased leads 22% over previous design  -  Smoothest, most well-received homepage redesign to-date.• Initiated, redesigned and led implementation of website’s global navigation that increased overall pageviews by 5%  -  Search engine traffic and referring sites increase over 10%  -  Increased traffic to some marketing pages by 276%  -  Smoothest, most well-received global navigation redesign to-date.• Designed and directed resources for implementation of media site that currently displays over 400 media files  -  AIGA Utah Top 100 Design Award  -  162 Sales Call Requests in first year  -  5,848 hours of marketing videos viewed in first year.• Directed web analytics transition from SiteCatalyst to Coremetrics to Google Analytics which saved the marketing budget $80k annually.• Represented marketing requirements as the subject matter expert on cross-functional team that transitioned corporate content management systems, website search engine and defined corporate taxonomy  -  These technologies form the backbone of all internal and external automated and static content delivery.

Novell

Marketing Automation Manager

Senior member of in-house web design team. Responsible for information architecture, user experience design, graphic design and the supporting research and analysis (e.g. contextual inquiry, mental modeling, web metrics, user testing) for new web templates, interactive media and applications. Highlights include:• Optimized landing page design that improved bounce rate, exit rate and form conversion rates.• Designed and led resources for design, development, video content, static content, and HTML for the first and second web-based global sales conferences.• Defined web video standards that increased production efficiency 33% and significantly improved online video playback.• Designed new product user interface that launched a new direction in product design and development company-wide.• Senior designer on homepage redesign project that increased leads over 800% from previous design.• Led qualitative research to find breakdowns in team dynamics, roles and processes. Organized management team to participate in resolving personal conflicts, defining clear roles and processes which improved client satisfaction rate, rapidly increased project completion times and quality.• Conducted contextual inquiry, best practice, competitive and web metrics research to architect and design user interfaces for global customer web portal, partner ordering web tool, teleweb team product portal, on-demand training delivery website and others.

Senior Web UI Designer

Highly rated teacher of beginning, intermediate and advanced graphic design and illustration classes with the ability to explain difficult concepts and provide meaningful, useful criticism to students from very diverse and often difficult backgrounds.

Provo College

Adjuct Faculty

Directed daily operation of the digital prepress. Responsible for ensuring customer files were prepared to standard specifications so that they would print correctly on the presses. Remodeled and reorganized the prepress department creating the space and efficient processes necessary for future growth.

Micah Beals