Northeastern University

Sr. Product Marketing Manager at Zscaler

Sturbridge, Massachusetts, United States

- Drive go to market strategy, positioning and key messaging for the ThreatLabZ threat research team.• Understand target audience the challenges and goals of relevant personas; communicate our differentiated positioning relative to the competition.• Enable the Zscaler Sales organization to effectively communicate the value of ThreatLabZ research and associated offerings to customers and develop sales tools that can be used to increase sales productivity.• Collaborate closely with the demand generation team to amplify content through paid, earned, owned, and shared media channels, and work with both internal and external writers to develop a content strategy.• Help set, track, and drive key business metrics for ThreatLabz and associated offerings, including share of voice and customer awareness.• Craft and deliver compelling presentations for in-person events and webinars, represent ThreatLabz at industry events and user groups.• External (and internal) thought leader for ThreatLabZ, contributing regularly on the company’s corporate blog and other external media outlets.

Zscaler

Sr. Product Marketing Manager

Owned campaign strategy and execution for Cortex XSOAR, a security orchestration, automation and response product.• Managed two direct reports to execute an integrated demand generation campaign strategy through collaboration with shared marketing teams including brand, product marketing, digital, demand, content, creative, social and global field marketing functions.• Developed, planned and executed integrated marketing plans across a variety of tactics, including journey mapping, campaign development, events, programs, and digital marketing to create and drive qualified pipeline.• Ensured timely deployment of initiatives and project success by managing calendars and processes.• Measured, analyzed, reported on, and optimized performance of demand gen programs in partnership with the Cortex data operations lead.• Measured and monitored sales funnel activity, making recommendations to address coverage gaps including working closely with the BDR teams on targeted campaigns and effective follow-up.• Managed and collaborated with members of the content marketing, product marketing, enablement, and sales teams to ensure the messaging is consistent and appropriate for the campaign goal.• Provided BDRs with scripting and training on key campaign initiatives; drove program execution with BDRs.• Managed the account targeting and marketing strategy within the Palo Alto Networks install base.• Managed weekly digital marketing and search engine optimization strategies to amplify the Cortex XSOAR value proposition in digital channels.

Palo Alto Networks

Integrated Marketing Manager (Lead)

- Developed, implemented, and tracked the performance of an editorial strategy and roadmap for cybersecurity content encompassing various products and strategies  •	Wrote, edited, produced, published, and promoted industry-leading content including white papers, eBooks, videos, blogs, listicles, infographics, briefs, interactive and physical content•	Engaged with customers, sales, and field marketing to understand the needs of each customer persona at each stage of the buying journey•	Efficiently led internal and external agencies, vendors, creative teams, and copywriters •	Established goals and clearly defined metrics of success to measure the quality of content, audience growth, engagement, and content reach •	Worked collaboratively with campaigns, communications, security research teams, and product marketing to create content that is reflective of company needs, clients' needs, and industry changes  •	Grew earned, paid, shared, and owned cybersecurity content strategy •	Stayed up to date on the emerging threats and needs within the cybersecurity landscape to make content strategy recommendations and changes

Content Marketing Manager (Lead)

- Authored commissioned thought leadership and built content marketing collateral for global B2B technology vendor clients•	Consulted clients and prospects on effective content and distribution tactics to reach their target audiences•	Scoped, designed, managed, analyzed, and presented primary quantitative and qualitative research studies on technology adoption trends and behaviors, informing brand positioning and GTM strategy •	Defined and enabled sales and marketing strategies as a commercial lead for Forrester's content marketing practice•	Created marketing assets and sales enablement materials in various forms, including papers, slideshows, speeches, webinars, videos, infographics, press releases, and interactive tools•	Informed product development, positioning, and packaging decisions for Forrester's content marketing suite•	Led teams in all aspects of project execution•	Achieved 130%+ of annual revenue delivery goal in each 2016, 2017, and 2018.

Forrester Research

Principal Consultant / Market Impact Team (Custom Content Marketing)

Senior Consultant / Market Impact Team

Consultant / Market Impact Team

Associate Consultant / Market Impact Team

- Drove lead generation and strategy consulting engagements for over 150 technology industry clients, including several Fortune 100 companies•	Consistently achieved revenue goal based on advisory consulting developed and delivered in conjunction with Forrester analysts•	Partnered with account managers to enrich advisory consulting relationship with clients; developed a strong understanding of customer objectives and aligned Forrester solutions to address customer needs •	Maintained a weekly advisory pipeline report tracking the status of potential opportunities, engagements in flight, and those at risk of postponement/cancellation

Program Manager / Tech Industry Advisory Consulting

- Managed a team of five employees in all aspects of account management, training, and technical support•	Presented product demonstrations and met with key clients to facilitate sales•	Account manager and expert trainer for top priority clients to drive and close opportunities•	Performed on-site installation, one-on-one training, customization, and technical support of speech recognition software for healthcare providers•	Developed hundreds of advanced custom macros to optimize clients’ efficiency in electronic charting•	Managed a wide array of cross-functional duties, including marketing and sales activity, billing, inventory, new hire training, and customer communications •       Received two major promotions in three years, moving up from an intern position to ultimately become the second-in-command to the President

AM Technologies, Inc

Director of Training & Technical Support

- Shared responsibility for all day-to-day back-end restaurant operations including customer communications, payroll, menu creation, managing deposits, etc.•	Managed host staff, including training, scheduling, and conflict resolution•	Managed the booking, planning, and execution of private functions for the restaurantDesigned and sent e-newsletters to over 5,000 recipients

L'Espalier Restaurant

Assistant Director of Operations

- Conducted market research on customers and prospects. Designed and administered customer surveys; analyzed and presented results•	Performed detailed Excel and SQL query-based analysis of internal and external sales, marketing, and consumer data to inform marketing campaign planning•	Collaborated with supervisor to redesign and build an internal website that serves as the primary process, procedure, and product resource for the direct marketing group

Bose Corporation

Systems Integrity Coordinator (Intern)

- Developed sales strategies for a new customer base as the company transitioned to a 24-hour schedule•	Exceeded revenue goal by 30% and sales conversion goal by 15%, earned several awards

Mark Brozek