Experience

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  SAGE Publishing

  • United States
  • Book and Periodical Publishing
  • 700 & Above Employee

  • Associate Director, Marketing

    • Sep 2021 - Mar 2024

    Dynamic leader with a proven track record of driving revenue growth in the higher education market through strategic product marketing and sales enablement initiatives. Led and mentored a cross-functional product marketing team contributing to back-to-back years of over 10% revenue growth.Implemented a nimble 90-day sprint model, empowering the product team to strategically adapt to market dynamics, prioritize sales opportunities, and optimize marketing resources, resulting in increased revenue contribution and improved tracking of marketing touchpoints throughout the sales cycle.Elevated the visibility and impact of product marketing as a pivotal contributor to sales success, consistently achieving marketing KPIs, delivering innovative sales resources and trainings, and facilitating double-digit growth in high-value sales with marketing-contributed revenue. Strategic marketing leader on development of a concierge sales experience tailored for high-level customers, from presale engagement to annual partnership renewal. Spearheaded the creation of a scalable yet personalized approach, crafting custom value-add benefits and experiences to enhance. These sales contributed to 40% of overall revenue in 2023. Collaborated closely with product development teams to identify market needs, prioritize features, and launch new products tailored to the evolving needs of higher education institutions worldwide.Played a key role in corporate and division rebrand initiatives, leading the implementation process from concept to execution. Collaborated with external brand agency, developed comprehensive communication plans, streamlined execution to optimize brand alignment across products and channels.Developed and executed brand management strategies to ensure impactful outreach across all channels. Created and led workshops to educate teams on integrating brand messaging into sales and marketing efforts, with resources for authentic storytelling and brand consistency.

  • Executive Marketing Manager

    • Jan 2020 - Sep 2021

    Managed high performing field marketing team, working with US sales for $18M + target, consistently tracking over 75% marketing contributed revenue.Successful global marketing lead for Business & Management portfolio, consistently achieving over 150% of annual marketing contributed target.Developed and launched advanced sales data target system for customer segmentation and scalable outreach utilizing internal and external data sources.Consistent innovator: Partnered to launch ABM proposal program, delivering over $1.7M in marketing contributed sales in first year; executed evidence-based acquisition program, yielding over $2.9M in new business.Managed all elements of product launch process, including development, pricing, positioning, budget and execution of go-to-market strategy.Creative messaging strategist for competitive Business & Management market, leveraging data evidence, storytelling, case studies, sales collaboration, and outside partnerships for customized outreach that gets results.Proven partner managing key relationships with sales teams in the US, EMEA, and Asia-Pacific, aligning strategies to deliver on sales targets and presenting globally on new product launches.

  • Senior Product Marketing Manager

    • Mar 2016 - Jan 2020

    Global product marketing lead for SAGE Business & Management, a portfolio of digital resources for academic business education and libraries. Successful launch of new products into the higher education business market, consistently achieving over 150% of marketing contributed revenue target.Proven partner with global sales teams in the US, EMEA and Asia-Pacific in a competitive market, recognized by leadership as a “clever and savvy marketer, consistently bringing new ideas to the table.” Collaborate with Editorial, Product Management, and Sales leadership in new product development, positioning, branding, and sales training for multiple products. Ability to strategically communicate vision and key messaging in written and presentation formats, internally and externally. Creative marketing communication for product portfolio across multiple platforms: corporate communications, product platforms, print collateral, print/digital advertisements, web, social media, and outside partnerships. Effective team player able to forge and build bonds across levels and departments, including sales, editorial, product development and other divisions within global company. Result and revenue-oriented, matching knowledge and instincts to drive campaign outreach, social media, public relations, and sales enablement. Back to back years of exceeding trial and lead targets. Built and launched successful Proposal Program, delivering over $1.7M in marketing contributed sales in launch year and Evidence-Based Acquisition Program, bringing in over $1M in revenue the first year on the market. In partnership with Data Evidence Team, developed and launched an advanced sales target database for customer segmentation and scalable customized outreach using internal and external data sources. Recognized as Marketing Manager of the Year 2016, after just nine months with the company. Promoted to Senior Marketing Manager in January 2018.

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  Mission Bell Media

  • Santa Barbara, California Area

  • Director of Marketing

    • Feb 2014 - Mar 2016
    • Santa Barbara, California Area

    Comprehensive brand development for the academic publishing industry, encompassing messaging, design, content creation, and project management. Proficient in guiding brand evolution across various platforms including websites, products, conferences, marketing materials, and PR initiatives.Developed and implemented campaign programs with a focus on establishing metrics and KPIs to drive the marketing team's performance.Successfully leveraged start-up budgets to strategically create connection points with potential customers, authors, and editors amidst challenging and evolving market conditions.

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  Leah Watson Consulting

  • Santa Barbara, CA

  • Marketing/Content Consultant

    • Jan 2010 - Mar 2016
    • Santa Barbara, CA

    Guided diverse client portfolios across industries: Lifestyle, Real Estate, Hospitality, as well as start-up companies. Spearheaded strategic initiatives in positioning, brand management, content creation, creative, and editing across various platforms. Proficient in crafting comprehensive marketing plans to boost brand visibility and engagement in competitive markets.