Amanda Fink Email & Phone Number

Transformed the legacy marketing function from solely sales enablement focused to proactive, multi-channel demand generation. Responsible for the marketing strategy and execution globally, inclusive of various verticals, customer types, and products/solutions. Strategic:• Developed a global allbound (outbound + inbound) marketing strategy for the core brand as well as the 3 sub-brands, with customizations for multiple verticals, geographies, and products/solutions; focused on brand awareness and demand generation.• Partnered with industry leaders and vertical leaders to create and share content, campaigns, and events to collaboratively promote awareness and generate leads. • Strategically built a tech stack, measurement models, and accompanying business processes to track and optimize performance.Tactical:• Created a robust paid, earned, owned content/media strategy and joined my team in writing, editing, producing, and distributing the content. • Developed and executed various virtual and in-person events, as well as, enabled sales through tradeshow execution and follow-up. • Regularly reported on marketing’s activities and performance, presenting results to regional and executive management teams to ensure collaboration, support, and alignment.Leadership:• Hired and nurtured a team with the skillset to execute and contribute to the marketing plan. Supported and facilitated learning opportunities, as well as, developed a shared learning centre and team book club.• Built and presented numerous internal marketing presentations to educate and attain buy-in from marketings internal customers. • Built key relationships with partners and suppliers to effectively leverage the partner brand strength, as well as, co-brand and co-market to deepen market awareness and penetration.

Building marketing strategies and tactical execution for start-ups, small and medium business.

BurntLime is an experiential marketing and event strategy, design, planning, production and management agency specializing in creating unique experiences and memorable moments for corporate events, weddings and private celebrations. Burntlimeevents.com

Calgary, Canada Area

Created a marketing function from scratch within this software start-up that served the early brand awareness and demand generation goals of the core company as well as its endorsed companies in Canada and the US. Worked with the business to mature culture, processes and mindset.Strategic• Created an allbound marketing strategy for each of the multiple brands with different goals, audiences, geographies and market maturity, focused on early brand awareness, category creation and demand generation. • Developed a brand model and structure for the multiple disparate brands, bringing clarity and structure for both internal organization and external brand understanding and resonance. • Built a robust content marketing plan that included the creation of thought leadership personas and personal brands for several team members, turning the team in to our own media channel, creating categories for new technologies through thought leadership. Tactical• Directed the renaming of the core business as well as the re-branding of multiple brands to be more aligned with business goals and aspirations, and to establish a more mature position in market. • Assisted with product development and design for a spin-off product of the core technology.Leadership• Led the optimization of the customer experience by maturing business processes, adding automation, improving channel and department navigation and reducing customer friction.• Built bridges in the form of understanding and communication between marketing, sales, product and delivery. • Led ABM training for the sales team and drove alignment between sales and marketing.

Calgary, Canada Area

Responsible for the marketing strategy and execution nationally for Graycon IT, while also integrating in to and working with parent company Ricoh Canada as the IT Services arm. Led the marketing and inside sales teams through a cross Canada expansion and transformation of the Graycon IT brand in to Ricoh IT Services. Strategic• Developed an integrated marketing strategy consisting of inbound, content, outbound, event and digital strategies to serve the demand generation and brand awareness goals nationally. • Collaborated with Ricoh teams globally to determine how to position IT Services within the Ricoh portfolio.• Created multiple lead channels with unique nurture programs for each; partner, referral, existing Ricoh customer, inside sales generated and marketing. • Collaborated with sales to map out accounts and design campaigns to grow existing client wallet share while promoting loyalty and pro-active customer service. Tactical• Managed the department budget, successfully negotiating an increase year over year. • Reported performance to leadership to ensure collaboration, support and alignment. • Introduced a chat bot and live chat function - collaborating with the service desk to create a chat assisted customer journey. • Contributed to the Graycon/Ricoh cross-sell by working with sales and training to create a program for Ricoh reps to learn how to sell IT Services. Created content and co-presented the training across Canada. Leadership• Expanded and led the marketing and inside sales teams as well as our ecosystem of agencies. • Member of the integration leadership team dedicated to designing and executing the integration of the two businesses. • Nurtured the ongoing development of team-members by encouraging and facilitating learning opportunities, contributing to career plans, and developing a shared learning centre.• Built key relationships with partners to effectively co-market and leverage the partner brand and client base.

Digitally transformed the legacy team and strategy by introducing digital strategies and channels, inbound work-flows and automation, and persona focused campaigns. Converted the department from a reactive sales enablement function in to a revenue impacting, lead generating machine. Strategic• Collaborated with stakeholders across Canada to create local marketing strategies that aligned to the national program.• Created a content and website strategy to optimize the user experience, improve site traffic, lengthen average time on site and increase points of conversion at all stages of the buyers journey.• Designed and delivered training and education to the sales teams on the new buyers journey focusing on the changing buyer, digital landscape and behaviour and the importance and opportunity of the client centric approach. Tactical• Executed a re-brand and re-positioning for expansion across Canada, maintaining core brand values and identity while aligning to our parent companies master brand.• Launched the new brand nationally both internally and externally through a series of campaigns and PR activities.• Managed the marketing budget that facilitated national marketing and inside sales activities as well as local initiatives. • Directed the on-boarding, strategy, configuration, implementation, integration and training of the HubSpot marketing automation and CRM platform.• Effectively measured, tracked and reported on metrics and results for both the marketing and inside sales teams monthly and quarterly with a focus on website performance, leads generated – both marketing qualified and sales qualified and meetings booked. Leadership• Hired and led a combined team of agencies and internal marketing professionals to support and sustain the growth of our brand, geographic reach and sales capability. • Managed a team of inside sales and researchers responsible for list development, lead follow-up and conversion to meetings booked.

Calgary, Canada Area

• Coordinated with key stakeholders on all marketing initiatives for Western Canada.• Designed various marketing and promotional materials such as; brochures, one pagers, guides, advertisements, flyers, posters etc both for print and digital.• Managed and produced content for all social media platforms including; blog, LinkedIn, Twitter, Facebook and YouTube.• Key organizer of annual national conferences: 3 cities, 1000+ attendees, 20+ vendor partners, 50+ sessions.

• Maintained comprehensive corporate website as well as created layouts and content for independent event sites.• Processed invoices and maintained department budget.• Managed marketing inventory and distribution by working with vendors and suppliers to order various marketing and promotional items.

Bachelor Of Communications With Distinction

Diploma In Photojournalism

Event Management Certificate