Interim CMOFractional CMOAdvisor ServicesAs a Fractional/Interim CMO, Cynthia Phillips guides the vision, strategy, planning, execution, measurement, and optimization of all marketing and communications initiatives to support and drive overall company goals. She will lead a team of marketing and communications pros responsible for bringing a company's story to the market in a meaningful way to impact healthy, scalable growth. Cynthia believes that Marketing creates and increases value for a company by driving profitable growth through three key pillars: building a strong brand​, helping the organization deliver remarkable experiences for all stakeholders, ​and leading the charge in GTM demand.Cynthia has more than 25 years of experience working with emerging technology and high-growth companies to achieve maximum profitability, target revenues, grow brand value and expand market share. A veteran of over 50 acquisitions, her experience encompasses companies ranging from start-ups to large global corporations, including Computer Associates, Ping Identity, SyncHR, Businessolver, Arcoro and Philips Electronics. Born and raised in Colorado, Cynthia gravitates towards the outdoors. The most important aspects of her life are her faith, family, and friends. She believes strongly in servant leadership and focuses on ensuring her team is empowered to achieve their personal and professional potential. She is also an alum of the Fighting Irish!

Guide the vision, strategy, planning, execution, measurement, & optimization of all marketing and communications initiatives. Lead a full stack team of marketing and communications pros responsible for driving revenue growth and bringing Arcoro’s story to the market to grow brand awareness & create market differentiation. Areas include revenue marketing, brand, product marketing, social media, partner & channel marketing, demand generation, events, content, digital, GTM launches, messaging & positioning, thought leadership, customer marketing, revenue operations, enablement, PLG, M&A and much more.

Responsible for the development, execution, measurement, reporting & optimization of the marketing vision, strategy, integrated plan and budget. Areas include digital marketing, branding, corporate communications, social media, channel marketing, demand generation, events, PR, content marketing, webinars, got to market launches, messaging & positioning, thought leadership and more, to drive direct revenue growth & brand awareness along with market differentiation. - Insourced 70% of outsourced marketing programs spend to achieve short & long-term cost efficiencies, and drive agility & speed of marketing team.- Introduced Revenue Attribution to identify marketing channel & program influence & impact on bookings - closed won & open pipeline opportunities. - Implemented Account-Based Marketing strategy to drive a focused, targeted & more effective, integrated approach across sales & marketing improving territory penetration & account engagement.- Built & still expanding, revenue marketing programs to increase inbound demand & support partnering with sales teams for more effective lead nurturing & opportunity conversion with marketing delivering over 70% of net new leads.- Refreshed the company brand to better position & differentiate company in a highly competitive, crowded & noisy market also driving 40% YoY increase in direct traffic, contributing to 145% increase in earned media coverage.- Revamped digital marketing strategy, and insourced all workstreams (ads, social media, blog, etc.), to deliver improved omni-channel experience, brand consistency & effectiveness in support of key objectives by marketing channel, increasing SM traffic 140+%, blog subscriptions 245%, targeted contacts from SM 350+%.- Partnered with external marketing agency (Edelman) to significantly expand key Workplace Empathy thought leadership initiative (now in 5th year) resulting in increased national brand awareness & significant earned media coverage – 500+% increase in two years.

Responsible for the development, execution, measurement, reporting and optimization of themarketing vision, strategy, integrated plan and budget. Areas include marketing, corporatecommunications, branding, social media, partner marketing, product marketing, digital &demand gen programs, website, events, PR, content marketing, webinars, lead mgt., lead nurturing (HubSpot) and more, to drive direct revenue and brand awareness. - Developed & implemented integrated marketing vision, strategy & plan from scratch, along with building a team, processes and structure to increase marketing’s impact: 75% of leads attributed to marketing.- Created new visual ID, company & product messaging, and brand platform for strong go-to-market foundation and to grow brand awareness, preference & equity.- Initiated first content marketing strategy & plan to support lead gen, thought leadership and sales & lead nurturing efforts, delivering 24+ content pieces in 10 months.- Doubled marketing opt-in database in 5 months.- Doubled inbound demand generation volume within 2 quarters & sustained lead volume.- Delivered new website in ~ 4 mos. with expanded content, improved SEO, increased conversion points, resources, etc. driving 15% direct traffic increase in 6 months.- Launched inaugural field marketing initiative and expanded event marketing initiatives (face-to-face & webinars) to increase brand awareness and drive revenue growth.

WOWZA MEDIA SYSTEMS (Video & Audio Streaming Software & SaaS) Responsible for strategy, planning, budgeting, execution & reporting for all global external marketing, corporate communications, social media, partner & reseller marketing, product marketing, digital & demand gen programs, and lead nurturing (HubSpot) to drive e-commerce & sales team revenue. - Implemented integrated demand gen campaign for new SaaS product resulting in increased velocity of conversions & customers by 100% in less than 3 months - Increased initial lead gen, lead nurture, sales & customer conversions across channels via first, integrated Content Marketing Strategy - Developed 36+ content pieces in 8 months (product data sheets, case studies, industry solution briefs, tech guides, etc.) empowering lead gen, e-commerce, sales & lead nurturing - Led the successful development of new Visual Identity, and company & product Messaging & Positioning to grow brand awareness, preference & equity - Created first integrated ‘Go-To-Market Product Release Marketing Plan’ used for all product releases improving team efficiency & key audience engagement - Led integrated strategy development and management of PR & AR firms for increased brand equity, preference, awareness & strength across key global target audiences - Other projects include: website redesign & development; PPC/SEM & remarketing campaign optimization; events strategy & planning; sales enablement; speaking opportunity/thought leadership program development; email marketing revamp; social media; blog and much more.PLANSOURCE (Benefits Admin & Health Exchange SaaS Provider) - Assessment & creation of marketing strategy, team structure, plan and budget for 2015 - Draft Salesforce CRM strategy & requirements for marketing (including marketing automation) - PR agency evaluation & management guidance, strategy development, press release writing - Developed inaugural ‘Go To Market Product Launch Plan’ for mobile app

Responsible for strategy, planning, budgeting, execution & reporting for all external marketing, corporate communications & programs, online/interactive/website, lead generation & management, social media, email marketing/marketing automation (Marketo), product launches, integrated marketing campaigns, sales enablement, content & collateral development. In addition, was responsible for events, product marketing, brand & reputation management, visual identity, partner marketing, and design & production services. - Led the successful development & global implementation of company Rebranding Initiative consisting of a new Visual Identity and Messaging & Positioning across company materials, marketing channels & materials, training, events, strategic alliances, digital presence, etc.- Crafted the company’s first B2B marketing strategy, plan, budget, & business case for building an internal marketing team. Hired team of 2 in 4 months.- Developed &implemented the company’s first integrated social media strategy to build awareness, strengthen engagement, & leverage relationships with key, targeted online communities. Improved engagement 100% in 3 months.- Launched a completely new, fully optimized website & blog in 5 months containing 100+ pages of new content, videos, downloadable assets, lead capture, and more. - Created & delivered 15 new collateral materials in 8 months (product data sheets, case studies, partner brief, etc.) empowering sales, customer success & strategic alliances teams to address key constituents along entire lifecycle.- Led the development and implementation of the company’s first fully integrated Product Launch Plan resulting in a smooth, consistent and collaborative launch process.- Oversaw the selection, implementation & integration of marketing automation platform (Marketo) to increase sales velocity & extend marketing reach through email marketing & lead nurturing campaigns, and improve marketing analytics.

Responsible for strategy, planning, budgeting, execution & reporting for all internal and external marketing, corporate communications & programs, online/interactive/websites, lead generation & management, social media, email marketing/marketing automation, new service introductions/extensions, integrated marketing campaigns, sales enablement, sales operations, content & collateral development. In addition, was responsible for key internal events, public relations, brand & reputation management, visual identity, recruiting support, and design & production services. Negotiated & managed all outside vendor relations. - Developed the company’s first B2B marketing strategy, plan, budget, and business case for building a marketing & corporate communications team-hired 4 in 3 months. - Achieved 76% of Annual Lead Target within first 5 months of 2012 at an average cost per lead of $44; achieved 100% increase in 2011 marketing generated leads. - Launched 2 completely new, fully optimized websites (B2B & B2C) in under 5 months containing 150 pages of new content, 30+ videos, 250 downloadable assets, lead capture, and more. - Increased website unique visitors 52% over previous year and increased time on site over 50%. - Created and delivered 18 new collateral materials in 5 months (white papers, brochures, case studies, product brief, business briefs, etc.) empowering sales to address key constituents along entire sales cycle (avg. 18 mos). - Led the successful development and implementation of a new company Brand Platform and Visual Identity ensuring clear, consistent and relevant messaging, positioning & communications for diverse internal and external audiences and stakeholders. - Instrumental in driving the mapping and definition of the marketing and sales cycle stages & buyer roles, oversaw the integration & implementation of marketing automation (Marketo) and CRM (Salesforce) platforms to increase sales velocity & improve marketing analytics.

Cynthia brought 18+ years of experience to her position as a Principal of Alta Terra Marketing. She specialized in B2B Revenue Marketing, Demand/Lead Generation, Lead Management Process Development, Integrated Online Marketing & much more. OVERVIEW: Integrated marketing communications programs, demand generation, assessment & development of lead follow-up/lead management/lead qualification processes, integrated digital marketing, product launches & releases, assessment & refinement of event marketing initiatives, building integrated marketing teams, infrastructure & operations, and more.Alta Terra- Italian for ‘higher ground’- encapsulates the essence of what we achieve for our clients. We are dedicated to helping B2B organizations reach the ‘higher ground’ that is most relevant to their business goals. By focusing on driving and achieving business objectives and goals through targeted, high-value marketing efforts, we deliver Action.Value.Results. But results are not the only aspects important to us. Higher Ground also means that doing ‘what’s right’ for our clients is more important than just doing ‘what works’. Our foundation is built on integrity, excellence, and thoughtful risk-taking. And we provide leadership as we serve our clients. Everything that flows from those cornerstones is what delivers results & forms lasting partnerships.

Responsible for leading all initiatives for internal and external communications consisting of marketing strategy, planning & budgeting, product positioning & branding, integrated marketing campaigns & sales rollout, channel specific marketing & online/interactive/website. In addition, responsible for social media strategy, email marketing, events, public relations, trademarks, advertising and lead generation & management.- Delivered Strategic Marketing Framework for overall company and three main software products.- Increased webinar attendees 1000% and launched initial webinar series for lead generation and cross selling.- Produced 5 white papers to strengthen thought leadership position in industry and use for lead generation.- Leveraged ‘secret shopper’ to perform research and deliver in-depth Competitive Product Comparison.

Responsible for all revenue marketing, marketing strategy, planning & budgeting for internal and external communications & programs, online/interactive/website, lead generation & management, lead qualification, email marketing, new product introductions/extensions, integrated marketing campaigns & sales rollout, channel/partner specific marketing programs, white paper management and field marketing. In addition, was responsible for all events, trademarks, advertising, corporate brand/visual identity, and design & production services. Negotiated and managed all outside vendor relations.

Responsible for directing all creative activities for internal and external communications consisting of marketing strategy, planning & budgeting, new product positioning & branding, integrated marketing campaigns & sales rollout, channel specific marketing programs & promotions. In addition, responsible for events, public relations, trademarks, web/interactive, advertising, and corporate image/brand campaigns. Negotiated and managed all outside vendor relations and marketing outsourcing activities. - Launched award-winning Website for ‘Advance’ sub-brand (2005 BMA Silver Award). - Selected as one of 50 world-wide Brand Ambassadors for inaugural ‘One Philips’ Global Brand Rollout. - Instrumental in developing fully integrated New Product Launch Process, resulting in launching record number of products (new lines and extensions) in 2003 – 180+ SKUs. - Created new Visual Identity for ‘Advance’ sub-brand in North America. Provided first consistent visual identity for all marketing and company materials in over 10 years. - Created comprehensive portfolio of Sales Enablement Tools – Sales Resource Center intranet, online lighting audit tool, presentation binders and ongoing training leading to improved sales effectiveness and efficiency.

Responsible for directing U.S. Field Marketing organization supporting a sales force of over 250 in 5 regions. Managed integrated marketing campaigns, customer advisory councils, customer loyalty programs, CRM databases, customer reference & marketing permissions programs, event marketing, web-based lead follow-up programs, sales win central resource database, annual sales & leadership meetings, email newsletters, videos, and national & regional alliance/partner marketing.

Revamped and set overall strategic direction of event marketing for the U.S. and Europe - developed fully integrated marketing programs for all corporate level events, overall messaging and product mix, managed one of largest portions of marketing budget and managed all outside event agency relations and outsourcing activities. Strategic member of marketing acquisitions team.

Revamped and set overall strategic direction of event marketing for the U.S. and Europe - developed fully integrated marketing programs for all corporate level events, overall messaging and product mix, managed one of largest portions of marketing budget and managed all outside event agency relations and outsourcing activities. Strategic member of marketing acquisitions team.