Ashley Riddle Email & Phone Number

Assisting clients with Marketing Operations and Demand Generation solutions.

Bear Mountain Motel is a family-owned and operated motel in beautiful Waterton Lakes National Park, Alberta, Canada. Open mid-May through September, our nostalgic motel is ideal for rejuvenating with some peace and quiet or making new friends while sitting on over-sized wooden chairs after an exciting day in Waterton.• Built and maintain business website.• Configured and maintain booking software.• Hire and train staff each season.• Assist in handling guest requests, complaints, etc.

Salt Lake City, Ut, Us

• Responsible for migrating corporate Marketing Automation Platform from Pardot to Marketo.• Create and maintain processes and program templates in Marketo and Salesforce to track various demand gen channels, event and PPL list uploads.• Create and maintain integrations between Marketo, SalesLoft, Cvent, Zoominfo, Zoom Webinars, Integrate, iCapture, LinkedIn Lead Gen Forms, RingLead and more.• Configure Marketo Engagement Programs and email templates.• Troubleshoot and fix campaign attribution issues. Find root problems and resolve them.

Assist clients in optimizing and maintaining their Marketo instances and operations processes.

Boston, Massachusetts, Us

ToFU Lead Gen and Awareness:• Generate top-of-funnel leads for the GoTo product suite, targeting the SMB demographic.• Expand beyond traditional content syndication: Implemented double-download programs with custom questions to produce higher quality leads. Vet new vendors for pilot programs including an MQL program, content/thought leadership marketing, executive boardrooms and podcasts.• Negotiate with vendors to deliver more qualified leads at competitive CPLs.• Coordinate with content team and product marketing to generate relevant content for various funnel stages.• Configure Integrate platform to process lead deliveries to Marketo for my campaign/vendors each quarter.SDR Enablement & Support:• Work closely with SDR manager to ensure the sales reps have the information and resources they need to have a relevant conversation with the prospect.• Work with Sales Operations to create custom routing rules for special sales pilots and initiatives.• Create and manage plays in XANT Playbooks.

San Ramon, Ca, Us

Demand Generation:• Owned the quarterly digital campaign review and planning process along with execution of all campaigns in the plan. • Decreased cost per automation qualified lead (AQL) by 75% through testing several vendors, channels, etc. • Implemented a new metric to measure Response to AQL conversion rate to compare quality of leads provided by the various vendors, channels, etc. • Wrote ad, email and landing page copy for new content offers. Also built the HTML emails and landing pages and ensured that all tracking was in place to measure the effectiveness of the offer.• Managed and assisted with landing page and email testing and optimization.• Mapped existing content to buyer journey. Assisted in defining content gaps and providing direction on new content topics. And a cadence for # new content pieces needed quarterly.• Implemented several targeted lead nurturing tracks using Marketo’s Engagement Programs.Marketing Operations:• Built multiple Marketo program templates to attribute all incoming leads to a source and be able to report on several data points (i.e. vendor, channel, offer, quarter expensed, etc). These templates were used to track 200+ campaigns per quarter. • Implemented Google Tag Manager and configured Google Analytics to get consistent reporting across multiple domains.• Configured Salesforce campaign object to include custom fields for enhanced reporting abilities. Also have experience with process builders, workflows and editing page layouts.• Built dashboards in Salesforce Analytics Studio to analyze campaign performance, campaign influence on opportunities, content performance, and content gaps.• Managed and assisted with several database hygiene projects.• Maintained full-funnel lead tracking via Salesforce custom objects.

Lehi, Utah, Us

• Managed digital marketing team responsible for lead generation programs utilizing a mix of digital marketing tactics, resulting in qualified leads and sales opportunities.• Partnered with Marketing Operations team to ensure campaign attribution was applied to every lead.• Maintained key responsibilities from previous individual contributor role.

Lehi, Utah, Us

• Defined and executed integrated, targeted and scalable lead generation programs utilizing a mix of digital marketing tactics, resulting in qualified leads and sales opportunities.• Partnered and collaborated closely with peers and stakeholders across the organization to execute and deliver digital lead acquisition and conversion programs aligned with the Workfront customer journey. Also solicited and implemented closed-loop feedback to ensure continuous process optimization.• Managed a large budget for digital demand generation campaigns.• Manage development of promotional copy (ads, emails and landing pages) for digital programs• Testing and measurement -- Ensured that all lead gen programs/tactics follow defined campaign tracking standards to allow for results measurement. Continually tested messaging, design, offers, landing pages, emails and tactics in order to achieve optimal lead gen results.• Created marketing automation processes and program templates in Marketo & Salesforce.• Defined, built, and optimized lead nurturing strategy and automation programs in Marketo, covering multiple audiences and buying stages.• Optimized campaign tracking/attribution for all marketing activities from awareness through closed business

Provo, Ut, Us

• Support various products and services teams in their web needs worldwide.• Provide KPI reports, make suggestions for improving conversion rates, keep current on web marketing best practices.• Manage timelines for major product launches and campaigns. Top projects in 2010 included product upgradecampaigns yielding $1.8M in opportunity value.• Continued responsibilities from Novell Technical Services Web Site Specialist role.• Have received numerous peer awards throughout my career with Novell for customer service, meeting deadlines,reliability, professionalism, etc.

Provo, Ut, Us

• Project management and production responsibilities such as building landing pages, product and program sites forvarious departments, campaigns, campaign tours, etc.• Managed the production of the Novell Solutions site re-design project (50 pages x 9 languages).• Continued responsibilities from Novell Technical Services Web Site Specialist role.

Provo, Ut, Us

Responsible for the Novell Support website (www.novell.com/support)• Systems manager for support knowledgebase application. Assisted with system upgrades, Knowldege CenteredSupport (KCS) best practices, attended annual user conferences, managed the overall customer search experience.• Key contact for the online technical support portal for Novell cusotmers. Managed migration of customer- facing siteinto Novell Customer Center portal. Provide continued support for customer login issues, data issues, etc.• Applied for and won the Association of Service Professionals Ten Best Web Support Sites award 2007-2010.

Provo, Ut, Us

• Set up and renew support contracts, including database entry, verification of purchase order details, notifying customerof set up or renewal, creating or updating customer files.• Assisted with implementation of Siebel CRM database by extensively testing, providing feedback, and coordinating,creating and executing training.

LAGBRAU: Legacy Annual Great Bicycle Ride Across Utah• Organized and executed a multi-day bicycle tour with 100+ participants.• Handled registration, hotel packages, welcome packets, rest stop supplies, rider questions, website updates.

Bs, Digital Media: Web Design

Aas, Digital Media