Vice President Demand Generation
Resume:
JULIE GINN
ad8286@r.postjobfree.com
CONTACT
SKILLS
• Data Driven Analytical Thinking
• Collaborating & Consensus Building
• Team Leadership & Coaching
• Demand Generation & ABM
• Campaign Strategy & Execution
• Martech, Automation, CRM
• Listening & Negotiation
• Budget Management
• AI Process Integration
• Corporate Branding
Executive marketing leader with expertise in digital marketing and demand generation that drives growth. I combine product messaging, AI and creative strategies with data-driven mindset to deliver measurable results. Adept at flexing from Board-level strategy to roll-up-the-sleeves operational work.
PROFESSIONAL SUMMARY
Vice President Global Revenue Marketing
Aprimo, Chicago, IL
Market-leading solution in digital asset management for marketing organizations worldwide.
Vice President of Marketing
Lob, San Francisco, CA
Y-Combinator-backed $100M+ Series C start up specializing in direct mail automation. Managed entire marketing org, resulting in 4x annual revenue in two years. EXPERIENCE
October 2023 - Present
• Generated $5M/quarter in pipeline while decreasing spend by >$1M
• Integrated AI into demand generation and business development processes Directed strategic planning efforts that enabled the organization to achieve its
• short-term goals while positioning itself for long-term success. Revamped existing processes to streamline operations while increasing efficiency.
•
Analyzed key business metrics and provided actionable recommendations for improvement.
•
Established effective processes for monitoring operations performance against
• budget expectations.
September 2021 - October 2023
Developed measurable demand creation programs that resulted in $6M of pipeline development per quarter
•
Created strategy and budget to align with program spend to pipeline ratio of
$1:$12
•
Built high performing team to execute demand creation programs that leverage both inbound and outbound tactics, including digital, SEO/M, event, direct mail and content marketing
•
• Increased MQL to SAL conversion from 6% to 18%
Developed first product lead growth motion for MQLs less than $10M in annual revenue to run along Sales-led motion
•
Developed high touch account-based marketing strategies and campaigns to
• support new business goals
Vice President of Demand Generation
NAVEX Global, Portland, OR
Industry-leading $200M compliance software company owned by Vista Equity Partners and BC Partners. Managed 40 people and $9M budget. Vista Best Practice awards winner; frequently invited speaker on innovative, impactful processes and results at Vista events.
Head of Marketing
Axium, Portland, OR
Privately-held accounting and project management SaaS company. Reported to CEO and managed successful transition to Deltek.
Created reports to optimize performance, including conversion metrics and channel performance
•
Managed end-to-end lead management process in conjunction with revenue
• operations, including lead capture and service-level agreements Selected targets, determining the tactical mix, design test and measure offers and calls to action, and setting individual program goals and measurement criteria.
•
Led strategic planning process to define brand positioning, identify target markets and develop go-to-market strategies.
•
September 2012 - September 2021
Developed a high performing customer acquisition organization made up of campaign management, digital marketing, marketing operations and inside sales
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Lead strategic development of multi-channel acquisition campaigns including search, display, email, social, direct mail, events, ABM, webinars, events and content syndication
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• Increased marketing originated bookings (MOBs) from low 20% to almost 50% Conceived and launched the professional network called ComplianceNext, a new lead generation platform targeting early career compliance professionals with short video content. Membership approached 10k, far ahead of plan
•
Forecasted, measured, analyzed and reported on the impact of demand creation activities on sales pipeline and bookings
•
Continuously evaluated the performance and ROI of campaigns, adjusting demand tactics and strategy accordingly
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Managed global SDR team to ensure optimal lead management and campaign
• effectiveness
Partnered with Product Marketing to define go-to-market strategies, buyer personas, value proposition, messaging and content needs
•
Collaborated with Product and Sales to ensure message optimization and cross- functional alignment
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Implemented testing methodologies to enhance the demand creation process,
• including response and conversion rates and multivariate testing Partnered with business stakeholders to ensure website's content and functionality align with business priorities and drive organic growth.
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• Supported M&A
September 2009 - September 2012
Created GTM vision and ensure flawless and timely execution of marketing plans in support of product roadmap
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Spearheaded a complete rebranding strategy of company brand and product
• positioning
Managed in-house creative team to develop breakthrough advertising campaigns and marketing materials
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Selected outside vendors to contribute to demand creation programs including direct marketing agencies, search engine optimization (SEO) experts, display and retargeting advertising, designers, copywriters, email providers and list brokers
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Developed and leveraged lead-scoring models for lead routing and lead
• nurturing
Launched VOC program to leverage buyer dialogue input to improve content for campaigns
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Managed annual user conference, including demand generation, messaging and event logistics
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Bachelor's of Arts
Cal Poly Humboldt
EDUCATION
January 2005
https://www.linkedin.com/in/julieginn
WEBSITE, PORTFOLIO AND PROFILES
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