Alyssa Rock Email and Phone Number

Avetta helps global companies digitize supply chain risk management to increase resilience, efficiency, and sustainability while reducing risk and incidents in their operations. Avetta's network hosts 500+ clients, 125,000+ suppliers, and 1.5M workers in 120 countries.Promoted into a new role blending product marketing, public relations, and analyst relations disciplines to increase product awareness and adoption for Environmental Social Governance, contractor access management offerings in high-risk global markets.•Drove 50% product adoption via largest, most sophisticated product re-launch campaign in Avetta’s history; managed strategy and execution of new market research, messaging, value propositions, customer speaker recruitment, and over 40 channels and touch points.•Expanded Avetta platform coverage in a new Gartner Market Guide focused on Third Party Risk Management solutions through quarterly product updates delivered in analyst inquiries and briefings.

I was recruited by Safeguard Global Recruiting to help Avetta's marketing team build and scale a best-in-class ABM practice to drive demand 14 market verticals across three global territories. • Drove $5M new revenue with 1-1 ABM expansion campaign targeting 20 utility client subsidiary units. Served unit-level Health & Safety personas with personalized email cadence, landing page and digital professional development opportunities.• Improved BDR-sourced lead quality 40% and strengthened team productivity using 6Sense Revenue AI for Sales. Coached BDRs on how to prioritize outreach and craft targeted qualifying questions based on persona/account intent data, segment attributes.• Launched digital self-serve ABM Sales Pitch Center with 250+ content assets organized into streamlined outreach cadences tailored by market vertical, buyer persona, regulatory challenge and sales stage to support enterprise and mid-market seller prospecting efforts.• Led a 62% YOY increase in email marketing campaign open rates and 45% CTR after implementing persona and industry-based messaging to grow the target audience.

Bottomline Technologies is a $2.6 billion Fintech at the forefront of making complex business payments simple, smart, and secure for global financial institutions and corporations. I was recruited by Bottomline Technologies to design ABM practices to support business revenue and seller quota goals within North American demand generation marketing function.• Partnered with sellers to analyze pipeline data, segment deals by sales cycle length, and map buyer personas. Built ABM campaign messaging, content, channel tactics based on unique segment demographics. • Re-engaged over 50% of stalled late stage deals in under 24 hours, progressed 3 accounts down sales pipeline, mapped and engaged new buyer personas through omni-channel 1-to-few ABM campaign implementing digital outbound and direct mail gifting tactics.• Empowered Bottomline EMEA marketing team to implement ABM with strategic advisory; created 5 custom ABM campaign strategy workbooks with best-practice blueprints, channels, tactics to acquire new logos, accelerate pipeline velocity, re-engage stalled opportunities, and influence cross-sell/up-sell/expansion deals.• Partnered with the Director of Procurement to spearhead robust RFP to evaluate ABM corporate gift platform providers Sendoso, Alyce and PFL.• Mentored two college graduate hires on ABM strategy fundamentals.

Deluxe is a $1.8 billion publicly-traded payment and business technology partner to over 4,000 financial institutions and nearly 4.5 million businesses.• Promoted to expand integration of responsibilities to suite of 18 solutions and target top tier prospects in high volume payment volume verticals including healthcare, utility, telco and property and casualty insurance. • Spearheaded an ABM marketing program targeting C-Suite finance decision makers in the agribusiness industry. Identified industry digital media platforms for digital content syndication and webinar partnerships. o Launched agribusiness micro-site featuring relevant industry jargon and imagery, collaborated with sales reps to optimize their LinkedIn profiles with relevant agribusiness content, including a weekly agribusiness blog series.o Wrote industry-specific email templates for sales reps. Templates enabled sales to land a discovery call with CFO of AgReliant, the third largest corn seed distributor in the United States.• Managed LinkedIn profiles for three executive leaders to establish and grow thought leadership presence, amplify promotional efforts for upcoming events, podcasts and webinars. • Collaborated with product SME to launch LinkedIn blog campaign about Artificial Intelligence in banking. Established thought leadership presence, resulting in a free pass to NYC Ai4 Finance Conference.• Capitalized on in the moment thought leadership opportunity and nominated Deluxe client to win Aite Group’s prestigious industry innovation award. Win generated 10+ free earned media/speaking opportunities, new sales leads and deeper client relationship.• Researched and implemented real-time mobile polling capabilities for VIP client event. Used polling to engage audience and collect reactions to release of new proprietary research.

I built the division’s first content marketing strategy from the ground-up and played a critical role product positioning, demand generation, event content, and Account Based Marketing.• Achieved 186% year-over-year audience engagement score via digital content marketing programs featuring thought leadership, blogs, white papers, infographics, quizzes, case studies, webinars, proprietary research reports, podcasts, etc. • Produced most successful webinar in Deluxe’s history, boasting 766 registrants, 368 attendees and a 48% attendee conversion rate.• Drove 50% increase in email marketing campaign open rates after implementing KPI analysis and A/B subject line testing. • Independently sourced, onboarded speaker cabinet of 40 respected thought leaders for Deluxe's annual flagship customer event; managed event content strategy for 25 unique breakout sessions. • Generated 450+ leads (16,170 impressions, 240 leads in first month) from hard-to-reach bank executives, influenced $108M in opportunities and $9.5M in wins through implementation of content marketing syndication program.

The Wisconsin Department of Health & Human Services helps older adults live independently through Meals on Wheels, memory care, financial planning and caregiver support services. I managed all marketing channels and communications including branding, public relations, community outreach, advertising, internal communications and promotion items; and developed a regional intake team to deliver world-class client experiences through empathy, efficiency, and effectiveness.• Re-positioned WI-DHS division as a critical taxpayer resource through strategic, full-scale overhaul of decade-old branding and messaging. • Developed first set of brand guidelines outlining use of new logo, color palette, typography, imagery, and other brand elements, as well as tone of voice and messaging principles.• Increased website conversions 50% through website rebrand, redesign and implementation of inclusive, ADA-accessible features.• Renamed and rebranded monthly newsletter to better communicate value proposition; pivoted ad solicitation strategy to feature micro-service providers available to help 85,000 subscribers maintain independence and safely perform daily activities. • Appointed by state leadership to spearhead Voice of Customer (VOC) research initiative to gather Meals on Wheels customer intelligence across 72 counties. • Increased organic social media engagement 200% among female caregiver audience, grew Meals on Wheels service demand via new campaign messaging driven by VOC data and insights.• Improved team retention 40% through a shared culture of excellence and accountability; set clear performance metrics, provided regular feedback, and recognized outstanding achievements.• Chaired 11-member council to modernize 60+ employee policies, including a new social media policy and technological safeguard policies aligned to the HIPPA Security Rule.

WAUSAU Financial Systems was an $80M Fintech provider of digital payments, Integrated Receivables, and treasury management solutions for commercial banks, corporations and public sector entities. I joined a 12-member team responsible for marketing strategy, brand, public relations, analyst relations, lead generation, inside sales, trade shows, and proposal response. BID MANAGEMENT• Led cross-functional coordination of complex, technically focused RFP/RFI/RFQ responses tailored to executive treasury, risk, procurement, IT and compliance personas.• Delivered on-time, high-quality proposals under tight time constraints, positioned company to win $210M in new business from world’s largest deposit bank, Japan’s second-largest bank and Eurozone’s largest market-value bank. • Collaborated with Director of Enterprise Risk Management to respond to client vendor due diligence requests regarding PCI compliance, SOC 1 and SOC 2 Audit reports.PRODUCT MARKETING • Incorporated product roadmap updates and release notes into Qvidian content library to ensure bid submissions reflected the latest, most compelling product information. • Enhanced product executive credibility through ghost-written blogs on B2B payment, banking trends.• Launched first-ever set of 7 battlecards at Sales Kick-Off, produced battlecards from scratch via sales, product and win-loss interviews, analyst reports and market research.• Used bid responses as content marketing channels, included assets (analyst market research, case studies, webinar invites) aligned to prospect business challenges and goals.PUBLIC RELATIONS & BRAND• Partnered with Edelman Public Relations to strategically disseminate thought leadership content in industry digital media publications after major bid response submissions.• Contributed to overhaul of WAUSAU’s corporate image, messaging, mission, vision, values and tagline. Supported internal alignment, external communication and implementation across all touch points.

• Instructed 120 students enrolled in persuasive public speaking course emphasizing topic selection, research, outlines, source citing, argument design, and presentation delivery skills.• Coached 3 students to win $4,000 tuition scholarships in campus-wide persuasive public speaking scholarship competition.• Collaborated with assistant instructor team to create and perfect new teaching strategies.