Amaris "Amy" Tennison Email and Phone Number

Lead IBM's newly consolidated technical client advocacy mission. The IBM TechXchange program is designed to activate our most technical clients – developers, engineers, data scientists, and architects – and ecosystem partners as advocates around IBM's product portfolio. Through online discussions, hands-on experiences, skill development and peer networking opportunities, technical experts can better understand and contribute to our current capabilities and future roadmaps as well as have an opportunity to grow their skills, careers, and networks.

- Directed global event strategy, design, and execution for IBM’s $57B software, infrastructure, and consulting divisions, aiding in 4 consecutive quarters of revenue growth (Americas 8 quarters in a row)- Led and mentored a team of 35 and managed a $50M budget, employing exemplary leadership skills and business acumen to meet departmental goals; improved team engagement scores +13.5 pts YtY- Organized over 2.3K digital, hybrid and in-person events, launches and broadcasts per year, resulting in the successful influencing of 200K+ C-level executives and other highly coveted decision makers- Continuously monitored and optimized event lead conversion with Field Marketing and sales leaders; piloted initiatives to improve lead flow between marketing automation (Marketo) and CRM (SFDC) tools - Developed agency relationships and reduced annual retainer by double digits two consecutive years in a row by centralizing Geo resources, improving briefing process, and standardizing giveaways/attire- Oversaw enterprise-wide contracting with key third-party event producers, resulting in improved contract negotiating power, event ROI, and prevention of audience saturation caused by overuse - Facilitated robust senior stakeholder management system and communications plan, presenting results to executive business leaders regularly to ensure alignment with business objectives and garner consensus- Collaborated with Executives and senior brand management to develop and maintain a global toolkit ensuring consistent worldwide execution, quality, cost effectiveness across event planning process and all deliverables

- Guided 25 digital and demand generation employees in the implementation of integrated marketing strategies to be used by a $1.25B software business across all routes, markets, and customer lifecycles - Improved marketing outcomes and demand through the utilization of multi-channel marketing campaigns, including events, web, social, paid, third-party reviews, competitive take-outs, and email- Managed a multi-million dollar budget ($30M), collaborating with cross-functional teams to forecast, measure, analyze and report on marketing impact to CMO and executive business stakeholders- Established interlocks with regional Field Marketing and sales leaders to ensure agreement on priorities, adjusting as required by changing market conditions and emerging opportunities- Overhauled the division’s digital presence, achieving a 22% increase in organic search traffic- Led go-to-market strategy for new SaaS offerings, resulting in a 42% increase in revenue-generating leads, 13% increase in quarterly earnings and IBM positioned as a leader in the “Automation” category- Fostered a culture of experimentation and innovation across team by utilizing a hands-on leadership style, attaining the highest team engagement survey results of any team division-wide

- Oversaw IBM’s response lead management (RLM) corporate discipline, using strong people management skills to effectively direct 30 RLM leaders in executing revenue-driving initiatives- Managed the end-to-end lead management process in conjunction with Digital Sales operations, including lead capture, marketing automation optimization, lead nurturing, and service-level agreements- Launched a RLM governance model to ensure adequate sales and/or tele-agency resources were in place to action marketing leads, improving conversion by 4% and increasing revenue by 14% YtY- Utilized gamification strategies to strengthen collaboration between the marketing and sales teams, improving efficiency with regards to the speed of handling and conversion of marketing leads - Devised plan to re-route qualified marketing leads not prioritized by Field Sellers in their CRM roadmap to external business partners and Digital Sellers, increasing the win rate by tenfold

- Led team of 6 social media managers responsible for driving brand awareness, website traffic, and revenue growth for a $400M AI-infused marketing, commerce, and supply chain software business- Implemented a marketing program engaging external thought leaders to participate in co-production of 30+ webinars and 25+ third-party blog posts, generating $10.2M in validated lead revenue- Featuring as one IBM’s top performing businesses in paid social, piloting initiatives on Instagram, Facebook, and via retargeting to reach high quality marketing, commerce, and supply job titles- Promoted to second-line manager of an 8-person events team with a multi-million dollar budget ($10M), employing excellent people management skills to drive productivity and cost effectiveness- Transformed events strategy by shifting the focus from thought leadership to demand generation, resulting in 24% increase in revenue creation and 34% increase in revenue progression YtY- Executed a highly successful go-to-market launch plan for a new website targeting marketing decision makers, exceeding web traffic target goals by 200% - Developed quarterly action plans addressing marketing funnel issues and enhancing sales enablement assets, resulting in a 23% increase in lead conversion YtY

- Awarded the Gold Stevie Award by American Business Awards for implementation of a highly successful B2B marketing campaign surrounding new email SaaS product launch- Produced a web reality show for millennials showcasing IBM products being utilized in a start-up environment, garnering over 1.84M video views and a 20% increase in new product registrations- Collaborated with external influencers to create and promote content on IBM’s blog aligned to key editorial calendar themes and customer pain points, increasing blog readership by 263%- Launched IBM’s first employee advocacy program, implementing a successful marketing strategy for the program resulting in 300K clicks to IBM.com from social content in the first half of 2015- Utilized dynamic prospecting strategies at proprietary events to integrate relevant client social posts into post-event solution guides to add more context for sellers, streamlining their follow-up process

McKinsey’s 2012 study revealed that that companies are leaving up to $1.3 trillion dollars on the table by not fully utilizing social media across and within their organization with two-thirds of the potential value resulting from improved collaboration and communication. In my role at WCG, I helped organizations unlock this business benefit by activating their entire workforce as their “next new product” and using employee ideas, feedback and expertise to fuel all aspects of their business.In addition to providing strategic consulting to our clients around organizational communications, change management and social education, I laid the foundation for a series of new offerings.• Employee Networks: Collaboration is key. Connect real-world employee networks online via social communities to reduce time spent searching for info and replying to emails. • Employee Advocates: Empower employees to amplify company messages and highlight team wins across their personal social media networks. • Employee Thought Leaders: Establish internal experts externally as active thought leaders around key company topics. I’ve seen first-hand the incredible impact these types of strategic engagements can have on internal involvement and collaboration as well as external corporate reputation and customer relationships. However, organizational readiness is key and goes far beyond simply giving employees access to social tools. If you are interested, I’m available to share best practices with you for enabling your workforce and measuring the immense business benefit of their social engagement.

Led Dell's Social Activation & Training team and development of new employee programs to expand company thought leadership as an end to end solutions provider. Nurtured core employee training program from infancy to maturity on Dell’s Social Media and Community (SMaC) Team.• Implemented strategies to grow social media certified employee base program through staff expansion, larger class sizes, multiple class offerings and on-demand training in key languages for 780% Y/Y growth• Launched new certification track for leaders; consulted with Dell executive teams on how to become a social business through development of social analytics, content and engagement strategies based on business goals• Created 6 part workshop series and toolkit tailored to internal Dell subject matter experts (SMEs) around Enterprise solutions on how to establish a social persona on behalf of Dell and engage key influencers• Developed long-term activation roadmap customized to SME areas of expertise and monthly scorecard to track return on social engagement with initial 17% lift in Dell’s Cloud Computing share of voice within 3 months• Partnered with Dell Social Services team to create offerings to sell externally on social media training and participated in best practice sharing sessions with Rackspace, Kraft, Aetna, American Red Cross and IBM

Co-launched Dell’s internal training program for team members around effective social media usage, Social Media & Community University (SMaC U), in August 2010.• Created buzz worthy and break through training curriculum to educate Dell employees on social media guiding principles, do’s/don’ts and best practices (program named best in class by Forrester)• Identified certification program requirements and path, along with subject matter experts to leverage within the training program• Partnered with key SMaC team members to create high level Social Media Principles that set the foundation for professional and personal employee engagement• Significantly increased demand for official Dell community logins, Radian6 tool access and new social media accounts while filtering employees through the right governance processes for gaining access• Supported global employees in 52 countries through customized content, in-person training and deployment of Training Ambassador program that empowered local employees to facilitate classes in-language• Developed communications plan to drive internal and external awareness leveraging Chatter, internal/external blogs, e-mail communications, print and in-person eventsEMPLOYEE FEEDBACK:• “These are the best trainings I’ve had in years...you've changed people’s minds and brought social media to a new level! I will be your ambassador to broadcast the benefit of SMaC whenever possible!”• “Loaded with useful content…entertaining, engaging and an absolute 'must' if, like me, you're just getting your feet wet with social media at Dell.”• “Nothing but positive buzz from the students leaving the class. I’ve never participated in classes that kept my attention as well. It’s no wonder word of the certification is spreading and you’ve seen such amazing adoption and usage.”It's not often that you get to participate in a program that constantly excites and delights team members.

Managed all aspects of Dell’s student discount program including $10M budget, research, strategy, media buying, creative development, business analytics, revenue forecasting, event planning and partner funding relationships with Intel, Microsoft and McAfee.• Developed integrated marketing strategies and worked with agency partners to execute national and local advertising campaigns; educated co-workers on Gen Y research, messaging and offer development• Initiated cross-platform social media program leveraging 180 student ambassadors as community managers for localized content to increase brand relevancy and program awareness at universities• Implemented online marketing campaigns that went viral resulting in a 214% growth in e-mail opt-ins, 272K installs of custom Facebook application and coverage on 18 television networks• Managed design, launch and continued development of Dell’s first year-round student website; innovative site elements included Online Gift Registry aka Wish List (38k users), interactive Shopping Advisor and the Swag Arcade (avg time on page 8+ minutes)

Worked at the Dell headquarters in Round Rock, but contracted via Aquent until role was brought in house. See "Marketing Manager, Digital & Social Media" role above for job description.

Worked at the Dell headquarters in Round Rock, but contracted via Kolar Advertising until role was brought in house. See "Marketing Manager, Digital & Social Media" role above for job description.

Served as an Interpretive Park Ranger in Glacier Bay National Park between my junior and senior year of college. This amazing experience included being shuttled out to a cruise ship passing through Glacier Bay National Park each morning where I would use a rope ladder to climb up side of the ship and through a port hole. Once on-board, I would give large presentations in the main ballrooms, provide a PA commentary from the bridge highlighting key sights, deliver a children's presentation and answer questions while we stopped to look at the glaciers. I'm thankful for this once in a lifetime opportunity.