MY RESUME
Over 20 years of experience leading corporate marketing for enterprise companies across diverse industries such as cloud security, SD-WAN, telecommunications, enterprise security, semiconductor, and payment security.
Broad and deep marketing experience that enables strategy development at the executive level complemented by tactical execution including budget allocation, project management, process implementation, content development, growth and demand generation programs, product-led growth marketing, and results analysis.
ROSA LEAR SERVICES
Founder and CEO
Offering the following services:
Interim Head of Marketing / Fractional CMO
Product-led Growth
Digital Marketing
Marketing Strategy & Implementation
Content Strategy & Development
I’m open to custom projects to find the right mix of services for you. Whether you’re a start-up, mid-size company, or a large enterprise, marketing gaps exist. With 20 years of full-stack marketing experience, I can help. Let’s make marketing magic!
October 2022 - Present
VMWARE
Head of Product-led Growth Marketing, Customer Acquisition and Consumption
Full stage PLG plan development and execution: Taking product from trial or freemium development, creating in-product alerts to guide customer journey, nudge nurture creation to speed time to value, testing journey with users and optimizing on feedback, measurement and analysis of all points of potential conversion, marketing plan development and execution designed to support a pull strategy
Testing new marketing channels including Reddit, Stack Overflow, Stack Exchange to gauge interest and interest from a new market of users
User input surveys to refine the customer journey to reduce friction and make it faster and easier for customers to learn about and try products
Cross-functional team management and collaboration: product management, product marketing, sales, marketing ops, website and digital, platform developers, finance, etc.
Results from PLG initiatives increased awareness and brand affinity with non-traditional target audiences, increased sign-ups for freemiums and trials, resulted in high qualified leads for sales to close
March 2022 - October 2022
THETA LAKE
VICE PRESIDENT OF MARKETING
Lead all global corporate, cloud, product marketing, alliances, and marketing strategy and execution
Responsible for worldwide corporate marketing strategy and execution, awareness, branding, global corporate and alliance partnership go-to-market strategies, communications, web presence, press relations, analyst relations, corporate events, customer acquisition, digital, and social media
Lead global go-to-market marketing initiatives with communication and collaboration alliance partners such as Microsoft, Zoom, Webex, RingCentral, Vidyard, and more.
Implemented best-in-class strategy and tactics to fuel growth including performance advertising, live-cycle nurturing, content development, and customer advocacy
Increased website traffic by 172% by improving content and implementing SEO strategies
Executed and maintain customer participation program, resulting in named case studies and Gartner Peer Insight reviews (starting at zero and reaching 13 for the year)
Implemented end-to-end customer acquisition process from lead sourcing, inbound lead nurturing with multiple streams, sales enablement and acceleration processes, and feedback mechanisms with field teams
December 2020 to March 2022
VMWARE
DIRECTOR OF MARKETING, INTEGRATED STORYTELLING (September 2018 to November 2020)
Strategy and implementation across the following disciplines: content, events, social media, influencer marketing, customer advocacy
Worked cross-functionally within and outside BU to drive initiatives
Wrote website copy for the VMware SD-WAN by VeloCloud website
Provided marketing services and support for priority service provider partners, including: AT&T, CBTS, Macquarie Telecom, and Windstream
Helped to author and refresh several long-form assets derived from the “SD-WAN for Dummies” book
SENIOR MANAGER, MARKETING (VMware SD-WAN), December 2017 September 2018
DIRECTOR OF MARKETING (VeloCloud Networks), June 2017 to December 2017
Content development (Case studies, blogs, white papers, sales and business development emails, etc.) • Message and story development for campaigns, vertical industries, and events
Expanding social media awareness and implemented corporate-wide social media program
Collaborate closely with channel partners on content development and planning, messaging, positioning, and social amplification
Work cross-functionally with product marketing, product management, and sales to develop sales enablement content, tools, and programs
Development of multi-layered sales and partner enablement programs
June 2017 to November 2020
EDGEWATER NETWORKS
SENIOR DIRECTOR OF MARKETING (January 2017 to June 2017)
DIRECTOR OF MARKETING (October 2014 to January 2017)
SENIOR MARKETING MANAGER (November 2011 to October 2014)
Developing and elevating new corporate message and positioning (i.e. from hardware manufacturer to software and cloud vendor)
Executed company’s first foray into social media – Currently the primary lead generation engine
Campaign development for lead generation (identifying target audience, developing messages, identifying appropriate CTAs, authoring related content, deploying campaigns in HubSpot, on-going nurturing, conversion rates outperforming industry standards)
Spearheaded all major website launches and annual refreshes, including: design concept, conversation mapping, writing copy, managing deployment process, and marketing the launch.
November 2011 to June 2017
CYBERSOURCE, A VISA COMPANY
SOLUTIONS MARKETING MANAGER, PAYMENT SECURITY
DECEMBER 2010 TO NOVEMBER 2011
SKYBOX SECURITY
MARKETING PROGRAMS MANAGER
May 2007 TO April 2010
ADVANCED FORECASTING
DIRECTOR OF MARKETING
April 2003 to December 2006
GARTNER
INDUSTRY ANALYST I (March 2001 to March 2003)
MARKETING AND SALES LIAISON (December 1999 to March 2001)
December 1999 to March 2003