Marketing - Portfolio

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Most recent role

Instigated full lifecycle marketing management, increasing efficacy of outreach efforts
3x increase in marketing qualified leads
2.5x increase in sales qualified leads
2x increase in meetings booked with ICP contacts at servicable, obtainable market accounts.
Hosting and leading SKO, all-hands presentations, and reporting to C-suite stakeholders for full organization alignment
Full AI/ML integration with marketing analytics and SEO-copywriting via Python/R and proprietary tools to clear backlog of low-level tasks, enabling focus on strategic initaitves
Business reviews, competitive positioning, strategic vision, customer analysis and statistical modelling

Managerial career experience

Led teams of direct reports and external contractors inside an adaptive, "Hersey-Blanchard" model.
Mentoring/training new SEO-focused team, SFDC administrators for lifecycle marketing, and new BDR team members by establishing processes for continuous improvement.
Coaching OKR setting, achievement, reporting and look-back using SMART goal modeling.
Guiding a cross-functional collaboration into the, "Wildly Important Goal," paradigm of, "The 4 Disciplines of Execution"
On- and off-boarding individual team members, commissioning and de-commissioning external third-party vendors, suppliers and contractors
Procurement and bidding for new acquisition of departmental tools, software and new hires
Setting strategy, budget management and establishing best-practice guidelines for direct reports
Teaching/instructional experience in the workplace and in educational establishments
Serving on the board as marketing advisory for four charitable organizations

Most recent role: Across Search and Display, comparing like-for-like periods, normalized. 2019-21 vs 2022-24

Clicks/Interactions increased 20.4%
Impressions increased 46.2%
Cost decreased 38.3%
Conversions increased 20.7%
Launched new, previously unused, display networks, increasing Reach, Share of Voice and opening up new markets.
Media management, design and copywriting, targeting, retargeting and cohort analysis.

Most recent role. Reporting period: FY23-24 vs FY19-20

Average open rate up from 5.1% prior to my tenure to 11.97% ToFu, and 26.3% at BoFu lifecycle stages.
Avg. 90 day lookback: 6.75% CTR, 40% CTOR
Full e-mail nurture of multiple ICP Buying Personas
Different collateral drips per lifecycle stage and lead status
Personalization differentiation across industry verticals, job titles, company technographics/firmographics
Targeted messaging relative to buying intent behaviors and psychographic signals.
Full technical development of e-mail to meet best practices, including coding, automations and performance metrics.
Skilled at ToFu-to-Bofu, from B2C product marketing to sales-focused cold sequencing.

Most recent role.

80+ campaigns for 30+ whitepapers, 2-pagers and guides across all channels in 2.5 years.
Quarterly webinars that feed the content cycle for video, use case and social proof content.
Average of 2.6 downloaded pieces of content per day
Product and function launches
E-Commerce Optimization
Experience with full Adobe Creative Cloud Suite.

Dig in

Most recent roles: Acquisition metrics from paid search channels, my tenure vs matching look-back period. See above for engagement metrics.

Most recent role.

Increased organic social impressions and interactions 10x
Rising organic engagement rate, month on month, every month
Produced all of the historical best-performing organic social content for the brand
Building relationships between contacts, accounts and competitors
Full-stack implementation from organic and paid social through to SMS/WhatsApp and SalesNav connections

See Phil Mann's work in action across all major marketing channels.