University of Virginia

The George Washington University

Lincoln School

Sr. Manager, Product Marketing at Salesforce

• Owned all product marketing initiatives and led product launches for 3 new features, including 2 AI advancements, in partnership with product, sales and marketing stakeholders to deliver on roadmap goals.
• Executed a collaborative, multi-channel integrated marketing campaign for Kustomer relaunch that included a series of events featuring new AI innovations, influencing $7M in ARR.
• Defined Kustomer’s narrative, positioning, and voice leveraging market research and competitive analysis to create differentiated campaigns.
• Designed Kustomer’s funnel-focused virtual and in-person event strategy for 2024 to acquire, engage, and retain customers while meeting pipe goals.
• Increased Kustomer’s share of voice by 60% within 7 months of divesting from Meta through earned media, blogs, and social.
• Identified, onboarded, and guided multiple vendors across product marketing, press relations, content strategy, event production and execution, paid media planning and buying, and advertising to meet business goals and objectives.
• Wrote and edited content such as case studies, videos, website copy, landing pages, and blog posts.
• Created and implemented customer marketing strategy and program, identifying impactful stories and marketing opps that amplified Kustomer and elevated our customers' thought leadership.
• Guided Kustomer's brand evolution, including strategies for evaluating brand awareness, thought leadership, and corporate communications, to best showcase differentiation.
• Proactively tracked metrics to pinpoint opportunities for growth strategy, budget optimization, and seamless execution of integrated marketing campaigns. 
• Executed guerrilla marketing tactics to drive brand awareness and engagement and generate new leads.
• Oversaw PR/AR relationships to ensure Kustomer was included in media ops and analyst reports
• Engaged our community of online MVPs with a new coffee chat series to collect product feedback, foster networking, and impact $440K in pipe.

Kustomer

Corporate Marketing Director

•       Developed corporate event strategy and execution for conferences and industry events to elevate Kustomer brand, showcase product innovation, and highlight customer success.
• 	Defined Kustomer's go-to-market strategy for H22022-H12023 that focused on 4 key goals to help us better connect to our core audience and position us a leader in our market to impact $2.6M in pipe.
• 	Led research and focus group testing to develop and launch new messaging at a tentpole event as part of a relaunch/phase two campaign effort. 
• 	Executed an end-to-end integrated marketing campaign across multiple channels incorporating innovative and creative elements; participated in social media and blog post activities that drove solution and brand awareness for the Kustomer business while reaching 50K+ prospects and generating over 600 leads.
• Conceptualized and delivered brand marketing and advertising campaigns across digital, audio, print and, OOH that touched $2M in pipe.
• 	Guided our integrated, product, and revenue marketing teams through enormous ambiguity to drive key transformative initiatives that not only met our business goals, but exceeded them while remaining in budget.
• 	Collaborated cross-functionally between Kustomer and Meta Business Messaging teams, at various organizational levels, to support our business goals, elevate our partnership and drive business impact.
•	Owned corporate communications including exec comms, messaging, PR and internal comms to reinforce brand identity and foster alignment within the organization. 
• 	Consistently leveraged market trends and insights and data-driven storytelling to build trust and secure buy-in from key stakeholders across numerous marketing initiatives.

Corporate Marketing Lead, Kustomer

• Led integrated marketing team with hyper focus on prioritization, aligning content, customer, and demand gen integration through in-person and digital experiences for Service Cloud. 
• Launched full-funnel integrated marketing campaign for new Service Cloud Franchise, working cross-functionally with content, creative, trailblazer marketing, regional partners and strategic events team to debut at Salesforce World Tour highlighting authentic and innovative customer stories to attract new logos and prospects.  
• Restructured marquee event, Heart of Service Summit, bringing it back to in-person from virtual after 2 years; right sized event and delivered relevant content and programming to impact $60M in pipe
• Owned Service Cloud programming at Dreamforce 2021; developed event strategy aligned to business goals, successfully guided a team of 60+ to deliver a one-of-a-kind hybrid experience to over 7500 viewers; delivered weekly comms for team and exec leadership, shared out success metrics.
• Pivoted to all virtual event strategy amidst the Coronavirus pandemic in conjunction with strategic events and exec programs to impact $1.5B ACV (26% YoY) in FY22.
• Crafted Service Cloud messaging and positioning, created content and slideware for Service Cloud enablement kick-off series, delivered by exec leadership to over 2000 sellers globally. 
• Developed content around Service Cloud’s position as the leader in the Gartner Magic Quadrant CRM
Customer Engagement Center 2021 for the 13th year in a row.
• Evolved our global Service Cloud Customer Advisory program of 120+ members.
• Designed the narrative for Human-Centric Service that guided messaging and positioning for the Dreamforce ‘19 keynote.
• Created messaging, positioning, and slides for Dreamforce, delivered by exec leadership, as well as decks for exec briefing meetings, World Tour keynotes, and first call decks.
• Experienced keynote speaker at Salesforce tier one flagship events.

Salesforce

Senior Manager, Product Marketing, Events, Service Cloud

•    Collaborated with campaign, sales, and business development representative (BDR) teams to create trainings and incentives that ultimately drove net new logos across the service cloud enterprise business unit.
•    Continued to lead the Service Cloud Customer Advisory Board (CAB) program in AMER and EMEA to collect input and feedback that helps shape the future of our product roadmap with expansion into new regions (APAC); implemented new quarterly webinar program to drive more insights and awareness into our various service products; work closely with customer marketing to leverage existing CAB members to participate in trailblazer marketing opportunities by being customer references, creating external facing customer story slides, participating in corporate webinars and speaking at various Salesforce events.
•    Continued to drive a VIP level experience for Service customers at Dreamforce through high-touch events, meetings and post-event follow-up; participated in theater sessions.
•    Created content and delivered demo keynotes at Salesforce events with audiences of 250+ people 
•    Strategized closely with field marketing and sales teams to create both service-specific and cross-cloud executive events to help mature pipe and close ACV; captured metrics of events through feedback and reporting and deliver findings to team.

Product Marketing Manager, Events, Service Cloud

•    Drove partnership with the Service Cloud Product Management and Product Marketing teams to evolve internal and external experiences.
•    Scaled the Service Cloud Customer Advisory Board (CAB) across AMER and EMEA to collect input and feedback that helped shape the future of our product roadmap
•    Orchestrated executive experience at Dreamforce; partnered with sales to create high-touch birds of a feather experiences to help close pipe for the business.
•    Managed Service Executive Events; worked closely with field marketing team to secure execs for each event; provided funding and sourced speakers/thought leaders to participate and up-level the experience; enabled stakeholders to help drive registration and attendance.

Product Marketing Associate - Events & Community Marketing, Service Cloud

•       Supported Service Cloud Product Management and Product Marketing teams across internal and external experiences.
•	Launched Service Cloud Customer Advisory Board (CAB) program in America.
•	Led execution of Service Cloud VIP Exec Event at Dreamforce for 250+ attendees in conjunction with cross-functional teams.
•	Orchestrated team offsites including securing venue for multiple days, preparing agendas, and managing end-to-end logistics.
•	Orchestrated quarterly town halls, monthly speaker series, product awareness events, team-building experiences, and Foundation events.

Executive and Events Specialist, Service Cloud

I am the sole proprietor of this business, which specializes in event, travel, portrait, and product photography. My role as the Photographer/Owner entails:

•	Determining job quotes, manage invoicing, and order all photography and office supplies.
•	Obtaining permits, renting equipment, hiring wardrobe stylists and hair & make-up artists; arranging travel logistics.  
•	Partnering with clients to determine “vision” for product photo shoots; provide clients with 2-3 examples for each featured product.  
•	Managing post-production activities including photo editing, printing, and website uploading.
•	Delivering exemplary service to such key clients as: Ikea Global, Ikea North America, Guideline, Truman’s, A by Andrea Barna, Symphony Space, and SOMA Management.

Online Portfolio - www.mercedesmcandrew.com
Instagram - www.instagram.com/mercedesmcandrew

Mercedes McAndrew