Caitlin Taylor Email and Phone Number

The Field Marketing team is responsible for landing the marketing strategy in the US Distribution market. In my role, I work directly with sales leaders and client teams to create marketing plans that improve relationships, build brand reputation, and ultimately drive revenue in the Travel and Transportation market ($617M in 2021)• Built and executed go-to-market strategy to drive $617M of revenue and 7% growth in 2021Learned Travel and Transportation industry, offerings and market trends deeply to tailor tactics and customer experiences, extend reach of account teams, and build new relationships • Collaborated with Demand and Product teams to generate and route leads to expand and build new business across nine top airline, hotel, rail, and freight & logistics accounts • Certified in ITSMA Account Based Marketing Certification May 2022

The Corporate Marketing team manages and executes our global Brand Marketing strategy to bring the IBM brand to life across all touch points including Advertising and Branded content, Events, Social Media, and Brand Experience & Design.  In my role, I help build events and campaigns to drive relevancy, brand eminence, and business among clients and prospects• Partnered with Sales to audit open pipeline and leverage buyer behavior data to drive $3.7B in new opportunities and $1B in win revenue in 2020• Created $21.9 million validated lead revenue by applying brand data to target whitespace audiences with the first of its kind MIT Technology Review partner event in Europe • Pitched creative ‘Tech for Good’ campaign targeting the next generation of prospective buyers to increase share of voice and earned media leveraging $100,000 budget • Chaired the IBV study on Women in Leadership as a part of the global Be Equal Campaign under Michelle Peluso, IBM CMO and SVP

The Global Events team brings the IBM brand to life across third party and proprietary events contributing to 47 billion dollars of revenue annually. In my role, I manage an array of events end to end ranging from 600 – 30,000 attendees in the context of global marketing campaigns.• Partnered with marketing, sales and agency teams to craft innovative event experiences at our first ever global flagship conference and Developer community events• Built business cases to define registration targets, revenue goals, response lead management plans and performance metrics to optimize event strategy and investment• Facilitated strategic programs to strengthen IBM's reputation such as Analyst and Press Relations, Social Ambassadors, Business Partner, and Developers programs; awarded "Manager's Choice Award: Putting Clients First"• Managed four associate event strategists to deliver an audience generation plan integrating new media, digital tactics and audience segmentation for IBM's global conference Extra• Founded Women at IBM NYC BRG chapter for 2,000 NYC-based IBMers to inspire and empower females and advocates; awarded Top Business Resource Group • Built IBM Marketing Studio culture through monthly professional development, networking, and community service events

The Organization and Development team ushered in enterprise-wide transformation and built our performance marketing organization from the ground up. This macro evolution allowed me to understand what B2B marketing looks like - redefining the tools and processes, metrics for efficiency and impact, education and skills, culture and talent development. In my role, I leveraged my expertise in community and engagement to enable our worldwide marketing teams to be more data-driven and outcomes obsessed in their work to drive more return on our marketing investments.• Created enablement strategy to accelerate our data-driven, digital marketing transformation at an enterprise level across 24 markets and nine IBM business units; increased overall market created revenue via improved campaign design and optimization• Developed rich understanding of digital, client-centric marketing tools to create an inbound marketing approach •Facilitated 3 day workshop in Amsterdam to enable over 100 marketing team members on the redefined marketing process end-to-end focusing on digital and analytic methodologies and techniques • Designed a central internal communication platform for 5,550 Performance Marketers on a scrum team using agile methodology • Redefined university talent acquisition strategy and onboarding program; rebranded recruitment experience and curated content to attract top millennial-minded talent across 8 universities with a 70% acceptance rate