The University of Kansas

CMO  -  Operator  -  Culture Champion  -  Servant Leader

Hired to rebuild the marketing function, with a plan to passionately lead branding, go-to-market strategy, product marketing, demand generation, customer marketing, and marketing operations to help CMX1 bring its solutions to market to win and retain customers.

CMX (ComplianceMetrix)

Chief Marketing Officer

Served a phenomenal group of marketers that activated our go-to-market and helped position SMG with buyers and convert them into loyal customers. Employed a planful mix of brand awareness + reputation, communications, thought leadership, influencer relations, demand generation, product marketing, sales enablement, and content + creative efforts aimed at engaging buyers across their full journey, from interest through retention and upsell. Ensured the activities of the marketing organization were aligned with SMG’s business objectives, go-to-market strategy, and revenue goals. Helped the organization stay on top of competitors, trends, technologies, and consumer behaviors so we could all work smarter and bring forward-looking solutions to market. Analyzed and optimized often. Had fun daily.

As a member of the executive leadership team, I additionally managed and supported corporate communications, strategy, and operations, and maintained tight operational alignment will all functions at the company.

SMG is an experience management (XM) provider with an unrivaled approach. Using our software with a service (SwaS) model, we pair an enterprise platform with professional services to accelerate value for our clients and change the way they act on customer + employee insights.

SMG - Service Management Group

I served as a co-chapter head for the Kansas City chapter of Pavilion, facilitating local connection and ensuring chapter members were fully leveraging all available resources from Pavilion HQ.

Pavilion is a private membership for high-growth professionals, providing the peer-to-peer connection, ongoing training and development, and career resources to get high-growth individuals and teams where they want to go.

Pavilion

Co-Chapter Head, Kansas City, Pavilion

Oversaw strategy, operations, content, delivery, budgeting and analytics for SMG's demand generation practice. Collaborated with CMO and key marketing team members to develop marketing strategies, a strategic messaging and delivery plan, and a lead-to-revenue model that supported business strategies and sales bookings goals. Collaborated with CMO and CSO to create a seamless integration between inbound/outbound marketing efforts and outbound sales efforts, and established core KPIs and success metrics from pipeline development to revenue growth. Led, mentored and managed a team of marketing professionals handling account-based marketing, campaign management, content development, content delivery, digital marketing, marketing automation, marketing operations, marketing analytics and teleprospecting.

Vice President, Marketing

Revamped the demand generation practice to help the company operationally scale to achieve revenue growth. Restructured roles, processes, measurements and technology to modernize demand generation and increase top-of-funnel pipeline creation and conversion. Led a team of demand generation managers, account-based marketing managers, teleprospecting BDRs, marketing automation specialists and solution marketing managers focused on go-to-market and pipeline creation strategies aligned to segmented pipeline goals. Worked closely with sales leadership, executive leadership and general managers on go-to-market strategy, pipeline goals and bookings targets. Managed up through the executive leadership team to represent the accomplishments of the demand generation practice. As a practice, we exceeded annual MQL, SAL and SQL pipeline creation goals at an average rate of 150% and saw YoY increases in creation at all pipeline stages (Inquiry, MQL, SAL, SQL). Additionally managed the marketing organization through M&A integration efforts spanning people, processes and technology.

Netsmart

Director, Demand Generation

Directed global demand generation, account-based marketing and teleprospecting teams focused on driving market awareness, demand, pipeline, revenue and sales alignment in assigned enterprise software industries. Directly managed three global marketing managers and indirectly managed 15+ individual contributors. Was held accountable to marketing sourced pipeline and revenue targets. Managed up through CMO, sales leadership and executive management team to represent the work and financial accomplishments of my group. Oversaw annual marketing plans and budgets. Additionally managed the marketing organization through numerous global M&A integration efforts spanning people, processes and technology.

Lexmark Enterprise Software

Director, Global Marketing

Managed global account-based marketing and campaigns marketing with the goal of driving market awareness, demand generation and sales enablement in our core solution areas and industries. Heavy focus on aligning marketing strategies to solution revenue goals and revenue lifecycle management from inquiry to close. Managed up through CMO to propose and build a new account-based marketing framework to supplement broad-based lead generation. Oversaw annual marketing plans and budgets. Additionally managed the marketing organization through numerous global M&A integration efforts spanning people, processes and technology. Was nominated for and participated in six-month change management training program.

Manager, Global Marketing

Built and led a new team focused on all inbound marketing efforts with the goal of generating demand, fueling the pipeline and converting leads on a global scale for the company. Team responsibilities included marketing automation, lead nurturing, paid search, search engine and website optimization, segmentation, A/B testing and CRM integration across all efforts. Team was accountable for breadth and depth of automated programs and automated lead flow, paid search conversion rates, referral site traffic, organic page rankings and influenced and attributed revenue resulting from all inbound efforts. Was selected to be a member of the project team for our parent company's CRM migration to our instance of Salesforce.com. Additionally supported numerous global M&A integration efforts spanning people, processes and technology.

Team Lead, Inbound Marketing

Helped build a new global campaigns team in response to our first global acquisitions and the need to enable field marketing teams across all geographies. Managed automated programs and quarterly multi-channel "big bet" campaigns to help build awareness and brand reputation, generate demand and enable sales domestically and internationally. Collaborated with regional field marketing managers across the globe on campaign localization, measurement and optimization.

Global Campaign Manager

Managed multi-channel lead generation campaigns to fill the top of the sales funnel. Monitored campaign impact on pipeline from inquiry to closed revenue. Worked closely with sales to align marketing with revenue goals.

Marketing Program Manager

Supervised B2B account teams and oversaw advertising, digital, direct marketing, marketing communications and website development on behalf of agency clients to meet their brand awareness and lead generation goals. Additionally completed RFPs and presented in new business pitches.

Account Supervisor

Led a marketing and sales operations group focused on branding, content, marketing campaigns, marketing communications, marketing operations, sales enablement and sales operations. Had ownership of annual marketing plan, annual marketing budget and all marketing systems as well as the company's CRM.

Stephanie Ayers