Cari Pollack Email & Phone Number

Conshohocken, Pa, Us

Houston, Tx, Us

Gilbert, Arizona, Us

Us / Uk / Nepal / Kenya, Us

Managed international top-notch demand generation team including campaign management, paid media, account-based marketing (ABM), web operations, SEO, performance analytics, and more. Provided consistent, empathetic servant leadership with ongoing mentorship and development for team members. I believe my most important job as a leader is to remove obstacles and offer challenge that leads to career growth for a remote, diverse, and geographically distributed team. Under my leadership, the team had multiple promotions and new roles recognizing increased capabilities. Conceived, planned, staffed, and initiated broad ABM/ABX program across entire go-to-market (GTM) organization. Program influenced $1MM in pipeline and converted revenue to date and included integrations with HubSpot, Outreach, and Drift. Fully analyzed and optimized all nurture programs including email and chatbots. Launched and refined extensive marketing analytics program with a keen eye to revenue and pipeline, not just MQLs. Instituted persistent A/B testing mindset and methodology across all marketing content and programs with the belief that if you’re not consistently testing, you’re leaving opportunity on the table. Drove consistent MoM improvement in paid media efficiency, reducing cost per lead by over 60% while consistently evaluating and improving lead quality, despite QoQ budget reductions of 77%. Developed campaign management discipline to encompass necessary planning prior to campaign development such as ICP development, narrative definition by target audience, campaign logic maps to ensure no leads are left behind, content mapping and gap identification, paid media strategy, and nurture strategy including retargeting, email nurture, and chatbots. Led small team (called a Toli) and developed course content for program to help colleagues develop executive presence. Led a company-wide workshop on Zentangle, a meditative art program designed to promote calm and creativity.

Austin, Tx, Us

Drive marketing technology (MarTech) platform strategy to ensure best-in-market assessment, selection, adoption and integration (across Marketing and the wider business), implementation and continual optimization of marketing platforms, applications and tools.

Armonk, New York, Ny, Us

Key member of global team responsible for the strategic development of campaigns and programs for enterprise technology and SaaS products in Unica (enterprise-class marketing automation platform):• Guide performance marketers on marketing automation best practices for B2B demand generation and facilitate adoption of new tools, integrated campaigns, testing and optimization opportunities to drive improved ROI• Lead campaign development strategy across hundreds of products and services, industries, roles, and geographies -- business plan, value proposition, narrative, content, campaign logic, specific tactics, testing, and implementation. • Lead the strategic design for globally standardized campaigns in Unica - elements include narrative, content, campaign logic, and implementation requirements• SME participant in re-engineering of RLM (response lead management, CRM) protocol• Work with marketing stakeholders through a standardized methodology to define program strategies• Develop, execute and optimize robust multi-channel nurturing campaigns for leads and trials• Work with local teams in country to design and implement complex campaigns (Europe, Asia, US)• Facilitate regional adoption and adaptation of standardized campaign process and strategy• Ensure testing and quality control processes are completed and documented• Diversity and Inclusion program leader

San Francisco, California, Us

Mentor students worldwide who want to learn the industry, get hands-on experience with digital marketing tools, and realistic insight into how tools can be used to generate the best possible results.

B2B Digital Marketing and Demand Generation>Facilitate workshops to help Portfolio and Performance Security teams develop “always on” marketing programs that leverage new marketing technology and integrate themes and assets throughout the buyer’s journey. >Drive the global demand generation engine: Strategy, budgeting and forecasting, program development, targeting and segmentation, campaign strategy, content development, campaign execution, optimization and reporting to drive sales pipeline across key international market segments.>Manage portfolio of inbound and outbound marketing programs, including integrated campaign management across key verticals and segments, database and email marketing, paid search marketing (SEO and SEM), content syndication, webinars, online programs, social media, and others. >Communicate with marketing and sales about closed-loop reporting for new and nurtured lead performance results, current initiatives, and course corrections where needed. >Optimize the plan, process, and reporting to improve conversions, increase sales productivity and reduce cost of new customer acquisition. >Identify and implement optimization tests and growth opportunities for additional marketing investments. >Investigate and implement new technologies, services and/or vendor solutions that enhance the capabilities of the marketing organization.>Manage and coach an internal team of marketing managers, content creators, graphic designers, video developers, and external vendors. >Coordinate and guide international marketing teams to ensure budget efficiency, lead maximization and cross-cultural opportunities.

Philadelphia, Pa, Us

FulcrumTech is an award-winning digital marketing agency, known for relentless attention to analytics, testing, and innovative lead-generation strategies. In this role, I take ownership of results—in the form of increased ROI, typically—not just for getting projects completed on time and on budget (though of course that matters too). To achieve the stellar results for which FulcrumTech is known, I was responsible for the following:- Direct highly effective digital marketing programs including email-marketing, social media, website and landing page design and support, A/B and multivariate testing, SEO and PPC, and other integrated marketing campaigns- Determine the overall strategy with or for the client- Design wireframes that ensure a high quality and easy-to-navigate user experience- Write copy that speaks to prospects and customers in a tone and manner they can easily understand- Direct development of web and email development campaigns and perform UAT and QA to ensure all final products meet design specifications and user experience expectations- Analyze results for all campaigns and develop key optimization and testing opportunities for continual improvement- Manage strategy, production and metrics for all email newsletter clients to ensure ongoing improvements in open, click-through and other key performance metrics- Direct all internal marketing strategy and initiatives - Document and continually improve internal processes for maximum business process efficiency and outstanding quality- Develop sales proposals, presentations and other sales-related materials- Work with a highly accomplished cross-functional team of designers, writers, statisticians, and developers to deliver quality results for every client engagement- Work closely with clients at all levels of client organizations, from CEOs of large B2B and B2C organizations to marketing managers responsible for day-to-day implementation of campaigns

Fort Washington, Pennsylvania, Us

Overall strategy, editorial voice, visual identity, production, & marketing of Nutrisystem.com member site. Development of content for individual customer segments and execution of the Nutrisystem.com personalization strategy.Strategic direction for $900K project to redesign member site on Nutrisystem.com to be a world-class, industry leading user experience, focused on increasing customer lifetime value. Convinced executive team to allocate budget to building Social Media presence. Launched Facebook, Twitter, YouTube and Meetup presence and built substantial following using organic tactics.Year over year growth outpaced competitors by over 50%; Month over month growth outpaced competitors by 10% during diet season. Engagement metrics significantly exceed industry standard (e.g. 3.6% on Facebook v. 1% industry standard with close to 100% news feed inclusion).Secured budget for Radian6 social media monitoring tool and established policies, procedures and reporting standards for monitoring of multiple topic profiles. Developed crisis management procedure and institutionalized across marketing, PR and customer service teams. Successfully managed crisis related to celebrity actions resulting in only 48 hours of “noise” followed by positive press on management of situation.Planning, design, development and ongoing marketing for successful iPhone application to help customers manage program and participated in design and implementation of subsequent Android and BlackBerry applications.Lead, manage and motivate team of eight Social Media, Community and Site Administration team members.Mashable 12/2010: Why Nutrisystem is a Branded Social Networking Giant http://mashable.com/2010/12/29/nutrisystem-social-networking-giant/Response Magazine 2/2011: CMO Chris Terrill says...revamped brand image is a big hit thanks to direct response and social media. http://www.response-digital.com/response/201102#pg30

Strategic marketing consulting for small to medium sized businesses.Sample Client and Engagement Details*Boys & Girls Clubs of Philadelphia: Responsible for development and implementation of social media strategy, public relations campaigns, and other development activities to raise awareness, develop membership and raise funds. Implemented Facebook Causes and Fan pages; developed strategy for Twitter and Blog to be implemented with upcoming Website re-design. Responsible for newsletter content, copywriting and distribution and website content and administration.*Temple Judea of Bucks County: Developed social media and networking strategy to build membership, donations, and event attendance for growing congregation.*Campus Text: Generated leads for new partners for organization focused on selling textbooks through niche partners. Successfully drove three large partners through sales pipeline in three months.*PodengoWorld.com: Designed website for specialty dog breed community.*Camp-America.com: Redesigned and developed website and provided professional photographic services for day camp located in Chalfont, PA. Current site has been modified since this engagement.Goals included improved usability, especially in highlighting “important news,” photography, and programs; directed all development and implementation; SEO and SEM strategy development and implementation; social networking strategy development and implementation; all site photography both outside and behind firewall (password protected area).

Sioux Falls, South Dakota, Us

*Developed and managed all aspects of affinity partner relationships for Private Client Services, specifically focused on Wealth Management marketplace. *Created formalized account management program to optimize return for the affinity partners while growing the business for the bank. *Led complete User Experience review and recommendations for corporate and affinity partner Web sites. *Responsible for the strategic planning and management of marketing activities for both print and digital media, partner relationships and product launches, ongoing execution of marketing plans, competitive analysis, market research, and design and copy for marketing collateral. *Researched trends within the financial services industry and individual market segments; determined direction and long-term plan for existing and new products and marketing programs to ensure market penetration and increased sales. *Managed a team of three Senior Client Relationship Managers responsible for promptly handling day to day requests of affinity partners and clients and coordinating with lending team, operations, information technology and customer service. *Assisted sales team staff in the acquisition of new relationships; wrote proposals, whitepapers and case studies; attended conferences and trade shows, visited prospects and traveled to key customer accounts. *Supervised new partner implementations including website set-up and strategic sales and marketing planning. *Set up Voice of the Customer task force to understand and improve the customer experience for end users.

Philadelphia, Pa, Us

*Maintained primary client relationships at all levels within client organizations with overall responsibility for client satisfaction. *Consulted with existing and prospective clients regarding interactive application projects using extensive user experience and technology background and competitive trends. *Primary responsibility for client expectation management; manage and further develop client accounts and future engagements resulting in over $500,000 in sales growth in 6 months. *Led cross-functional teams in multiple disciplines across agency and client organizations.

Us

* Strategic direction for web site including customer service platform, new customer acquisition, partner and cross-sell efforts, loyalty programs, and corporate pages.* Evangelize usability to senior management to procure funding for site improvements and usability study.* Consultant to business units; collaborate with project teams to define site architecture and navigation, map out user flow, use cases, and site experience and define high-level interaction models. * Lead usability studies, surveys, heuristic evaluations; document & analyze test results. Create personas to identify target audience and develop fictional scenarios of anticipated user interaction.* Perform competitive research & monitoring; benchmark best practices in Usability & in financial services industry.* Direct development of product maps, wireframes and creative comps to show content, navigation and web page functionality to guide technical specification and development efforts.

Mba, Marketing

Bs, Psychology, Education