2021 - Current

Title: Managing Partner
Team Size: 10
Company type: Agency

Addison Marketing is an international marketing agency with deep technical and strategic marketing experience from incubator to Fortune 100.

Services:

• Fractional CMO

• Digital Marketing Strategy

• Sales and Marketing Alignment

• Integrated Campaign Strategy

• Media, Press, and Analyst Relationship Programs

• Analyst Relationship Training

• Content Creation

• Conversion Rate Optimizaiton

• Marketing Attribution Programs

2020 – 2021

Title: Director of Digital Marketing
Team Size: 4
Company Size: 101-250
Headquarters: Copenhagen, Denmark
Company type: Private
Financial Details

Omada is a market-leading provider of solutions and services for identity management and access governance. Omada Identity Cloud enables organizations to achieve compliance, reduce risk exposure, and maximize efficiency with a cloud-native approach to identity and access management.

Responsibilities:

• Rebrand, redesign, and migration of Omada.net to OmadaIdentity.com

• RFP management for website hosting provider, design agency, content management system, project management system, video hosting provider, and social media agency

• Contract management and onboarding responsibilities for website hosting provider, design agency, content management system, project management system, video hosting provider, social media agency, paid media agency, and campaign manager contractor

• Information architecture design and buyer journey creation (IA and UX)

• Content migration & optimization within design templates

• Website and domain migration was completed with no loss of traffic, conversions, site penalties, or downtime

• Website and email template creation with a focus on accelerating the buyer journey

• Content prioritization, repurposing existing content, reducing the amount of “feature focused” content with low performance, and increasing the amount of benefit and problem-solving content created based on customer and sales feedback

• Complete rebrand to Omada’s look & feel, including color palate, site animation, logo change, and “out of office” imagery (submitted for award by Skona for web design and rebranding)

• Aligning sales, partners, customer success, product management, and IT on timeline, rollout, and launch of new brand identity (completed on time and on budget 12/2020-06/2021)

• QBR reporting to CMO, CEO, and CRO

GaggleAmp employee advocacy program:

• 258% increase in organic reach

• 30% reduction in paid budget without loss of marketing-generated leads

• 78% increase in overall post engagement quarter over quarter

Creating a weekly “GaggleAmp Challenge” Newsletter and a monthly “Digital Training” call, Alison was able to maintain an average engagement rate with “All Things Digital” at 45% of the total company (100 employees on average per session).

Also delivered:

• Company-wide social media guidelines, now included in Employee handbook

• Campaign briefs and process to streamline campaign process and measure KPI’s

• Marketing and sales operations alignment for reporting

• Migration to GA4 analytics suite

• CCPA, GDPR, ISO27001 and SOC 2 compliance and reporting

Tools:

• Moz

• SEMRush

• Pardot

• Google ads and analytics tools

• LinkedIn for Business

• Facebook for Business

• Microsoft Ads

• Twitter Ads

• O365

2017 – 2020

Title: Head of Global Digital Marketing
Team Size: 11
Attributed Revenue: $40M
Company Size: 1,000-2,000
Headquarters: Bucharest, Romania
Company type: Private
Financial Details

Bitdefender, a global cybersecurity provider, was looking to expand their suite of enterprise solutions and services through a dedicated demand marketing program.
Hired in 2017, Alison grew the digital demand team in Bucharest, Romania with additional team members in the US and UK.
The enterprise team was a “business within a business,” pivoting off of the success of the Bitdefender consumer AV product. The enterprise team was tasked with organic growth, increasing community size, developing brand recognition, and reducing dependence on channel partners, MSPs, and VARs.

Responsibilities:

• Global and regional, data-driven demand generation strategy

• Marketing automation and email nurture programs (Hubspot)

• Product marketing alignment with buyer journey, on and off-website

• Nurture emails for seven lines of business across multiple verticals and languages

• Website for SEO (search engine optimization)

• Paid media optimization, increased CTR 73%, decreased CPA average of 80%

• Social media and community outreach campaigns and programs

• Developed and scaled B2B webinar and partner webinar program

• Tracking the ROI of the full-funnel buyer journey

• Marketing tech stack

• Integrated events strategy with sales, partners, and field

Results:

• Attributed annual marketing revenue $40M, increased from $1M

• Increased marketing budget from $200K to $5M based on ROI

• Accelerated time to close/value from 9 months to 4 months for enterprise accounts (AOV > $350K)

• Accelerated time to close/value from 4 months to 1 month for SMB accounts (AOV < $1K)

• An incredible user journey using PathFactory to work around website limitations, accelerating nurture and driving targeted engagement from ISR/BDR teams

• ROI positive Account-Based Marketing (ABM) program using DemandBase, combining Field and Digital goals

• Sales and Marketing Alignment

Tools:

• Bizible

• Demandbase

• PathFactory

• Falcon.io

• Conductor

• Trello

• Go-to-Webinar

• Google Analytics

• Google Webmaster tools

• SEMRush

• Hubspot

• Jira

2015 – 2017

Title: Sr Manager, Global GTM Strategy
Team Size: 4
Company Size: 60,000+
Headquarters: Palo Alto, CA
Company type: Public
Financial Details

Hewlett Packard Enterprise went through dramatic growth and change between 2015 and 2017. Hewlett Packard (HP) separated into two companies: Software and Hardware.
Alison was part of the software go-to-market team that became Hewlett Packard Enterprise (HPE). Alison’s team was tasked with organizing the new strategy and accountability programs for HPE. She built new tracking and budget dashboards, using Microsoft Excel, for the field marketing, product marketing, events, and digital teams to ensure positive ROI on activities and alignment on investments. Building the complete template for four business units Alison was able to prove ROI on events, website conversions, SEM spend, and community spend.

Alison had the unique pleasure of moving laterally from the go-to-market team to the AppPulse (formerly Mercury Interactive) team where she got to optimize the web-presence, update email nurture programs, and build campaigns for the AppPulse product and drive awareness and adoption of the AppPulse solution for developers.

In 2017 HPE software became MicroFocus.

Responsibilities:

• Development of integrated budget and financial template

• QBR reporting for Field, Product, SEM, SEO, and Automation results

• Alignment of campaigns between Field, Product, Sales, Channels, and Partners

• Content development for employee engagement programs for application teams

• QA team involvement for the HPE rebranding initiative

• Analytics analysis and recommendations for updates to the buyer journey

• SEO analysis and recommendations based on product updates and changes

• Organized HPE Discover for AppPulse product including content development

• Organized and hosted AnDevCon event

• Started software wide SEO and Social brown bag lunch webinar program

Results:

• Aligned event spend to sales operations demonstrating net positive ROI for field events

• Content creation that drove new audience acquisition (75% new visits) and 15% close/won (MQL - SAO - SAL - Won)

• Developed new SEO practices for product marketing

• Created employee engagement contest for social media increasing reach 350%

• Increased organic traffic and ranking for software keywords

Tools:

• BrightEdge

• Adobe Creative Suite; Adobe XD

• Jira

• O365 (word, excel, powerpoint, outlook, AD)

• Pardot

2013–2015

Title: Global SEO & Content Marketing Manager
Team Size: 2
Company size: 41,000+
Headquarters: Cupertino, CA
Company type: Public
Financial Details

Seagate is a premier hard-drive manufacturer. They build the hard-drive’s that are used in datacenters, computers, tablets, gaming devices, and “the cloud”.
Alison was the first SEO hire for Seagate. She was responsible for analyzing and benchmarking:

• Product marketing content

• Buyer journey

• E-commerce shopping cart

• Website KPI’s

Additionally, she built a cross-functional team consisting of sales, support, product marketing, events, packaging, and web to create an integrated campaign process designed to drive website and social media visitors to a conversion point on the website.

Using a collaborative approach to campaign building Alison created the marketing tech stack responsible for showing the ROI of various marketing and sales actives globally.

She also built a comic out of a case study that drove a statistically dramatic influx of interest to a brand new, category defining, product.

Responsibilities:

• All of the SEO

• Website rebranding SEO benchmarking and optimization

• Content development for About and Blog

• Aligning SEO to SEM efforts

• Amazon marketplace optimization

• Cross-functional alignment of product, field, sales, support, events, packaging, web

• Monthly Global Results reporting

Results:

• Overall traffic and rank increase for core keywords

• Updated product pages that reflected keyword strategy and digital audience

• Persona mapping for buyer journey

• Increased blog traffic

• Increased internal traffic from linked pages

• Complete brand and website redesign

Tools:

• Brightedge

• Jira

• Radian6

• OfficeSuite

2011 – 2013

Title: SEO Manager
Team size: 2
Company Size: 150-300
Headquarters: San Francisco, CA
Company type: Private
Financial Details

World Golf Tour (acquired by TopGolf) is an online baseball and golf game with incredibly realistic game play.

Responsibilities:

• SEO

• Website rebranding SEO benchmarking and optimization

• Content development for app stores and Facebook app

• Forum and community management

• Partner marketing program development

• Monthly Global Results reporting

• Social Media

• Podcast creation called “Meet the Creator”

• Updated and redesigned all webpages for digital discoverability and conversion

• Build-out of WGTBaseball.com website and forum (without an agency)

• Build-out of WGTMedia.com, partner site (without an agency)

Results:

• Overall traffic and rank increase for keywords

• Increased margin for partner display

• Increased blog traffic

• Increase in Facebook gameplay due to social activity and community building

• More happy players!