Amy Larson Email & Phone Number

United States

Toronto, On, Ca

Toronto, On, Ca

Toronto, On, Ca

As Director of Marketing, we’re transforming how we bring products and solutions to the legal marketplace and meet the needs of our customers while achieving our business and financial goals. We do this via:• Innovative and agile marketing programs and strategies• Clear and compelling channel enablement• Deeply understanding our customers’ needs and pain points• Flawless execution Direct and transform demand generation efforts and sales enablement to exceed overall marketing attribution goal – over 100% YOY• Designed Go-to-market strategies and led marketing teams to implement new programs to drive better marketing attribution and sales of enterprise software. YTD Marketing Attribution is at 137% against plan• Create programs that enable our SDR and BDR teams to drive pre-sales qualification opportunities• Swiftly develop and test new demand generation programs to improve results• Collaborate with sales, account management, product marketing and finance to manage product performance and specific plan goals • Authored dozens of blogs, case studies, and thought-leadership articles etc. which drove thousands of downloads and lead generation for SaaS productsSuccessfully led segment go-to-market strategy for major product Software as a Service (SaaS) launch. Managed the cross-matrix collaboration of operations, training, demand gen, and sales enablement to ensure a cohesive overall strategy and launch plan for the sales team and customers. • Exceeding sales plan by over 60% in first 3 months• Developed market-specific positioning which helped grow premium to 3% over target premium.• Developed co-marketing program which drove $80k in incremental sales alone and 20 customer testimonial commitments.• Launched On-Demand Trials and realizing an 18% conversion rate YTD.• Designed schema and requirements for a sales enablement targeting tool. • Managed, influenced, and presented launch plans across all levels within the organization

Toronto, On, Ca

KEY ACCOMPLISHMENTS • Developed and led market research efforts to better understand the SaaS product value story. Recruited participants, organized focus groups and mapped out a market research plan for team. Served as internal market research consultant• Lead and influenced pan-segment projects such as the development and launch of a product website on LegalSolutions.com• Conducted market and competitive intelligence of industry trends, technologies, product offerings, positioning, which influenced all aspects of sales and marketing• Build over 20 case studies following the launch of Thomson Reuters flagship product. These pages were the top visited web pages for the product in 2012 reaching over 150,000 visitors • Conceptualized, pitched and developed strategic advertising campaign featuring customers• Co-authored industry article, "Reducing Complexity, Costs of Legal Research Crucial to Law Firms' Long-Term Success" which exceeded 1500 downloads• Partnered with Corporate Communications on key product press releases• Drove strategy and direction for six product launch videos of new SaaS product • Partnered with senior leadership and contributed critical components for Investor Relations presentations

Redmond, Washington, Us

Key Accomplishments:• Successfully managed key product launches for North Central District including: Office XP, Windows XP, Project 2002, and Exchange 2003• Developed integrated marketing campaigns when launching Windows XP which contributed to achievement of 130% of quota for Windows XP that year• Developed a Microsoft Office XP inside sales incentive campaign which achieved a 20,776% ROI ($1.6 million return on a $7700.00 investment)• Achieved 283% of reach goal and #1 rank in U.S. for driving business owners/IT Professionals to Desktop Licensing events. Exceeded 1800 attendees• Managed successful media campaigns which received broad corporate recognition as well as articles in Star Tribune and Microsoft’s corporate newsletter• Served as PR liaison between Microsoft executives and media for interviews conducted in district.• Editor of “TechNet” technology newsletter for five-state area

Minneapolis, Minnesota, Us

• Analyzed and forecasted product volume for Gold Medal Flour and Betty Crocker brands• Managed multi-million-dollar budgets for marketing and advertising for Big G Cereal and Betty Crocker• Managed packaging updates and promotion execution• Developed and executed on National PR campaigns for cereals

Mba, Business/Marketing

Bachelor'S Degree, International Relations