Anne Fleshman

Promoted to scale marketing processes and drive day-to-day operations, fueling 21% MoM revenue growth. Responsible for strategy execution, tracking KPIs, budget allocation, and managing team of six.

• Increased organic website traffic 1,400% via content marketing, search engine optimization, referral marketing, partner marketing, social media, link building, events, and webinars
• Improved free trial to customer win rate 125% while decreasing cost per acquisition 33%
• Provided consistent marketing performance reporting and attribution analysis using Google Analytics, Google Data Studio, Bizible, and Salesforce CRM
• Managed marketing budget peaking at $75K per month. Reduced reliance on paid advertising by 65% in 4Q 2017 as part of company-wide savings initiative
• Implemented new lead qualification criteria, automated sales assignment, and lead nurturing programs maintaining >60% qualification rate
• Developed repeatable and measurable launch process for new product announcements and platform integration partners, releasing 9 updates in 4Q 2017 alone
• Oversaw content marketing strategy focusing on core use cases, customer stories, and education to drive usage, conversion, and retention across marketing mediums
• Mapped the customer journey for target personas and triggered personalized communications based on behavior using marketing automation software (Autopilot)
• Restructured sitemap, established conversion paths, and developed SEO content for website redesign

Established strategic positioning, brand, and web presence for beta-testing program and general availability launch. Created foundational content, conversion funnels, and automated processes to quickly achieve product-market fit.

• Led paid and organic acquisition strategies to efficiently attract qualified leads and convert 2,500+ customers, leveraging SEO-focused content marketing, PR, events, strategic partnerships, email, and PPC campaigns
• Planned and executed successful launches for 15+ announcements including beta program, public release, new partnerships, pricing change, and Flight School (free online training for customer journey marketers)
• Defined keyword strategy, developed content for blog, webinars, and lead generation—notably two original research reports garnering 20+ media hits
• Owned paid search, display, social media, remarketing, sponsorships, and experimental marketing efforts using platforms such as Adwords, Adroll, Facebook Ads Manager, and Capterra
• Wrote website copy, created targeted landing pages, and performed optimization experiments to improve visitor to free trial conversion rates
• Spearheaded brand communications by managing social media presence, PR agency relationship, and automated messages (email, SMS, postcards, in-app notifications) using Autopilot
• Coordinated 100+ end-to-end events ranging from platinum-level conference sponsorships to intimate CMO breakfasts and educational webinars including promotion, content development, follow up nurture marketing, and ROI attribution

Successfully transitioned from HR function to become marketing leader and key decision maker. Managed marketing operations and campaigns for team of eight.

• Attracted and converted thousands of monthly prospects by establishing comprehensive demand generation campaigns and automated lead qualification programs, resulting in 50% increase in MQLs in 2014
• Secured 25+ featured articles and 10+ top tier analyst briefings within four months by managing PR/AR strategy and agency relationship -- quadruple the business' publication coverage received in the prior year!
• Initiated program to identify customer reference gaps and develop successful case studies to lift customer retention by 16%
• Created and deployed all email marketing communications via marketing automation system (Pardot). Performed multivariate testing that increased average click-through-rate by 75%
• Led content marketing strategy and roadmap focusing on SEO, content syndication, and inbound marketing tactics. Published compelling thought leadership collateral and web copy
• Launched educational webinar program which became #1 lead source, delivering 65% of total MQLs. Successfully organized 15+ tradeshow events and speaking engagements
• Built visible and viral corporate social media presence, increasing following by average of 15% across networks

Distinction, 3.762 GPA