SMU Cox School of Business

The University of Texas at Austin

Vice President of Marketing at WellSky

Watermark

Senior Vice President Marketing

- Built a 12-person team from the ground up to support 7 business
units within WellSky responsible for over 80% of bookings.
- Managed the marketing strategy team responsible for all demand
generation, launch marketing strategy, event and communication
strategy, paid advertising, and content marketing (webinars,
white papers, email marketing)
- On an annual basis, contributed over 7200+ demos to
sales and $68.145m in marketing-influenced opportunities.
- Moved up-market in our most strategic business unit, Home
Health and Hospice, by up-leveling content, event strategy, sales
enablement, and brand reputation
- Unified marketing resources, processes, and personnel
throughout the 10 acquisitions WellSky had in 4 years including
rebranding, merging databases, directing marketing efforts of the
acquired company, etc.
- Planned our annual conference, CareForum, with over 1000
attendees and 120+ sessions on thought leadership, product
updates, and WellSky content. Work with sales to drive
attendance to the conference, our largest annual pipeline driver.
- Successfully launched and iterated new event formats during the
pandemic including a virtual seminar series and virtual wine
tasting for a high-touch offering
- Launched over 10 new products in a variety of end markets. This
included positioning, collateral, launch materials, email and
webinar awareness campaigns.
- Launched multiple predictive analytics solutions, CareInsights
and Value-based Insights offering a free trial to the base. 85% of
the free trials were driven by marketing, and this resulted in a
75% paid trial-to-conversion result through promoting online
reporting, training, and sales check-ins with the trial participants.

WellSky

Vice President of Marketing

Senior Director of Marketing, Post-acute

- Head of the marketing department and report to the CEO. 
- Responsible for budget, strategy, managing the team and coordination with other depts
- Managed all demand generation planning, budgets, and execution through email, advertising, webinars, social media and events
- Increased email newsletter content downloads by 56%
- Worked directly with sales to advance individual pipeline growth and training on messaging, pitch, and value proposition
- Developed an inbound lead follow-up program and work with sales to ensure leads movement through the pipeline
- Spearheaded website redesign with a focus on product storytelling and optimized for sales conversions, post-launch new website traffic is up 15%
- Initiated and managed a complete refresh of visual brand identity

Liquid Litigation Management, Inc.

Director of Marketing

• Oversaw and execute digital and demand generation strategy including online advertising, social media, content marketing, webinars
• Planned and executed a 150 attendee, first annual, content marketing conference in NYC (unify.events)
• Managed OneSpot.com, including heading up the project to overhaul full site design in July 2014
• Ran email marketing by writing, designing and sending regular emails and newsletters
• Liaison between sales and marketing to provide guidance on process, writing and presentations
• Owned event and sponsorship management of 20+ events each year including a large presence at SXSW

OneSpot

Marketing Communications Manager

• Manage a yearly demand generation budget of $550,000 across online advertisements, social	media, 3rd party	webinars and newsletters, and email nurture	programs	
• Contribute 50% of the revenue to the company through demand generation programs	
• Lead digital marketing strategy	including media	buy, reporting, and optimization of online ads	
• Develop	webinar and demand generation campaigns	including copy writing, landing page creation,	cross-channel promotion, and result tracking
• Community Manager of Spredfast’s social	media channels	Facebook,	Twitter, LinkedIn, and	Youtube	
• Run email marketing and	nurture campaigns including targeted campaigns to different	segments	of	the database

Spredfast

Social Marketing & Demand Generation Manager

•	Managed the project and process of integrating and migrating Initiate business systems and applications into IBM systems
•	Developed a plan of record for all 50 systems that Initiate used and coordinated with the business owners of those systems to determine how and when they were able to merge them with IBM systems.
•	Determined and assisted in implementing the data from the systems documented that needed to be archived
•	Taught Initiate employees how to use and leverage different systems within IBM

Project Manager

•	Maintained all social media sites for all 4 bands on the label.
•	Quantified marketing efforts, CD releases, and tours for the band.

Playing in Traffic Records

Marketing Assistant

•	System Administrator responsible for configuring and customizing Salesforce to meet the business needs of the organization, including adding fields and page layouts, role and profiles, developing workflows and approval processes, creating reports and dashboards and gathering requirements for advanced customizations
•	Responsible for marketing lead data ingestion into Salesforce for our marketing department, and determining the correct way to import the data as to not import duplicate records. Also responsible for maintaining the integrity of our data in Salesforce
•	Provide internal customer support for the four main business applications and acted as the primary customer support contact 
•	Assisted in the merger and acquisition of a 40 person company by provisioning new employees into our systems and providing the appropriate training and mentoring while the new employees transitioned onto the new systems
•	Participated in the gathering of requirements and the development of our new company wide and employee oriented intranet site leveraging Microsoft Office SharePoint Services (MOSS) and assisted in developing content for the site 
•	Developed and delivered an in-depth, six week informational training series for the new company wide intranet site 
•	Primary liaison that worked with one of our software vendors (SaaS management) to implement, test, improve, and launch Initiate’s User Provisioning System (Conformity).  This solution allowed Initiate to consolidate user provisioning and administration of all business systems and eliminated redundant roles in other departments.  Provided feedback to improve the user interface that was incorporated into the current release

Initiate Systems (Acquired by IBM in 2010)

Business Analyst

Independent subscription/ distribution company located in Buenos Aires, Argentina. Distributed new, undiscovered Argentine and Latin American music.


•	Prepared an international marketing plan for the company to expand into the US market
•	Presented plan to company CEO (delivered in Spanish)
•	Translated the company’s website from Spanish to English

Club del Disco

Intern

Start-up internet company that aided independent bands in marketing themselves and creating market presence. Also helped fans in tracking their favorite bands.


•	Developed and executed marketing plans, including a $5000 marketing effort at South by Southwest in Austin, TX
•	Cultivated a presence at South by Southwest at most of the local venues due to our marketing efforts
•	Discussed company strength and benefits with potential customers and investors 
•	Presented business plan with CEO to multiple venture capitalists to acquire substantial funding

Follow My Band

Marketing Director

•	Assisted with creating market presence in advance of concert tours
•	Tracked website hits, Internet presence, radio spins, and CD’s sold
•	Prepared mailings with CD’s and posters for venues, radios and customers
•	Input data into websites and databases 
•	Prepared spreadsheet as needed about various band statistics

Jennifer McNabb