Marketing Programs Manager – Kristofer

 About the candidate  

Kristofer is a marketing professional with extensive experience of driving demand and engagement across the customer lifecycle. Experience working in B2B environments using segmentation to acquire new members, cross-sell and upsell add-on products and services, migrate customers to SaaS solutions, and launch go-to-market initiatives for new releases. Develops strategic campaigns, including onboarding, renewal, and reactivation campaigns to increase adoption and retention rates. Utilize data to understand  user behaviors, usage, and attributes to drive conversions and revenue.
Areas of skill and expertise include:

Skills 

• Marketing Campaign Management
• Salesforce and SAP
• Qlik
• Tableau
• Microsoft PowerBI
• Google Docs, Sheets and Slides
• Internet Research
• Workfront
• Wrike
• Asana
• Eloqua
• Marketo
• Campaign Launchpad
• Google Analytics
• Data Studio and Looker Studio

 Experience 

• Oversaw all aspects of marketing communications.
• Developed strategy and then managed the creation of campaign assets.
• Directed the implementation and execution of communications and campaigns related to new customers, onboarding, renewals, and win-back.
• Monitored, analyzed, and optimized campaigns during flights to succeed in obtaining business goals and help contribute to $135 million in revenue.
• Created renewal and upsell campaigns that helped migrate 94% of customer base using lifetime software license to subscription plans in transformation to SaaS business model with ARR focus.
• Implemented extensive customer lifecycle communications through email and direct mail programs to engage customers and reinforce the value of their subscription. The program helped improve retention rates up to 92%.
• Worked cross functionally and cultivated partnerships with product marketing, product management, sales leadership, and customer success and support to launch cohesive and unified campaigns. Deployed communications
  associated with go-to-market (GTM) product launches.
• Won 700+ customers worth nearly $1 million in revenue through an integrated win-back campaign. Tested messaging and promotions across email, in-product messages, and direct mail channels over the course of a year.
• Directed marketing automation team on nurture campaigns such as software onboarding, product and service activations, renewal notices, and reactivation communications.
• Conducted email tests to optimize campaigns.
• Set up and managed webcasts with GoToMeeting and On24 for value add, support topics, product releases, cross sell, upsell, and software migrations.
• Championed the creation of PowerBI match-back reports and dashboards to simplify and automate reporting tasks.
• Regularly updated PowerPoint presentations for leadership with weekly, monthly and quarterly updates on key performance indicators: engagement rates, return on investment (ROI), units, revenue, average sales price (asp), promo code usage.
• Provided data strategy which included segmenting the customer base for specific campaigns and keeping track of quantity of customer touches to lessen fatigue and increase engagement.
• Maintained the marketing budget for team which included obtaining statement of work (SOWs) from vendors, requesting purchase orders (POs), and tracking the expenses in MRMs (Aprimo, Q:Be).
• Conducted paid media test for win-back target audience and customers in the upsell segment through Facebook, LinkedIn, and Gmail to extend target audience reach. Saw up to a 30% increase in traffic to landing pages and up to
  10% increase in units.