The three key elements that make up a top marketing leader are leadership, strategist, and insight into business development.
I have led teams creating strategies across all tactical marketing areas and have created processes facilitating teams working together to generate the company’s success objectives and profit growth.
Marketing should act as a leader, partner, and resource to the company,board, and leadership within the organization to achieve the company’s sales and profit growth objectives. Marketing sets strategy, leads, and provides tactical guidance for branding, messaging, communications, collateral and sales tools, market research, digital, experimental, operations, media, and creative directly and throughout the organization.
These efforts guide the product life cycles and sales cycles through collateral, lead generation, customer satisfaction analysis, and long term customer relationships. The end result is long term partnerships with both internal and external customers, reduced sales cycles, global brand recognition, and increased market positioning.
Marketing also needs to consider the global nature of the target audiences, customers, teams, and markets while adapting all efforts to meet global, regional, and/or local communications, messaging, and social media factors.
At TUV Rheinland, I developed strategies and led the activities that drive acquisition, growth, and retention for the Americas including 19 direct reports and 2,200 regional employees responsible for $145.65M in annual revenue. This increased Marketing Qualified Leads (MQL) by 31.31% generating an increased value of 455.8% in quotes leading to a 7% increase in annual revenue.
I was responsible for marketing and sales for 1 of 5 divisions of Intertek generating $50 million new annual revenue and managing $282.4 million annual existing revenue. This included responsibility for developing and implementing an end to end marketing strategy including pre-sales, sales, and post sales campaigns leading to lead generation,metrics, quality, conversion, and ROI for a single year including:
- 1,074,377 unique web visitors – A 27%increase over the previous year. 6,133 web inquiries – a 9.4%increase over the previous year.
- 40,000,000 Google AdWords impressions leading to over 210,000 web site page views – a 51% increase over the previous year.
- Managed 75 conferences, events, and/or trade shows
- 305,507 visitors viewed Intertek’s branding at the events
- 5,826 visitors to Intertek during the events
- 1,375 qualified leads generated
- Organized 10 open houses or lunch and learn events
- Organized and hosted 24 webinars generating 1,500 qualified leads
- Issued over 100 direct e-blast campaigns reaching over 158,000 prospects – a 27% increase over the previous year.
- 32 paid advertisements placed and viewed by896,000 individuals.
- 1,792 leads generated
- Issued 36 press releases generating 29,691 views via BusinessWire 138 key web pages created or updated
I utilize metrics and performance standards as a core part of the marketing strategy. The data can become information which is a vital tool to evaluate past programs and guide future success. The data can range from primary and secondary market research, customer information, additional market details, and definition of company targets and objectives. And, the management of these throughout the organization.
The core elements for success are a process and system that is practical, accessible to the users, simple to utilize, and provides access to data so that it can be converted to usable information or presented in a simple graphical interface.