Crystal West, Mba Email & Phone Number

Austin, Tx, Us

Santa Clara, California, Us

Lead and execute global integrated demand generation campaigns for IoT and OT Security Cloud-Delivered Subscription Services, collaborating with brand, product marketing, digital, content, creative, social, and regional field teams.Shape strategic direction for campaigns, developing and executing marketing plans across various tactics including journey mapping, events, programs, and digital marketing to drive qualified pipeline.Work with external agency partners and internal Creative Services teams to deliver compelling campaign concepts, messaging, and deliverables for demand generation and awareness.Collaborate with content marketing, product marketing, enablement, and sales teams to ensure consistent messaging that aligns with target markets, personas, and use cases.Measure, analyze, and optimize the performance of demand generation programs, working with data operations to report on metrics and refine strategies.Monitor sales funnel activity, recommending actions to address coverage gaps and working closely with BDR teams on targeted campaigns and follow-ups.Drive bottom-of-the-funnel program execution with BDRs, including scripting and training on key campaign initiatives.Manage account targeting and marketing strategy within the Palo Alto Networks install-base.Deliver exceptional campaign execution, driving awareness and pipeline through lead capture, confirming Palo Alto Networks as a leader in cybersecurity and innovation.

Armonk, New York, Ny, Us

Led a cross-functional team of 7+ developers, designers, and content professionals in IBM Blue Studio.Managed a $10M marketing budget, driving the highest Q4 quarterly revenue growth (6.5%) in 10 years.Supported IBM Hybrid Cloud Infrastructure and IBM Security business units, creating lead generation opportunities across over 1K sales and industry teams.Transformed brand messaging into compelling content, increasing awareness, adoption, and demand for IBM by 42% YoY.Partnered with internal and external stakeholders to develop a new go-to-market strategy, achieving a 118% improvement in engagement, a 19% increase in drive-to responses, and an 87% increase in validated leads YoY.Regularly provided read outs at executive meetings, aligning stakeholders and providing updates on Top 15 Accounts.Implemented hands-on workshops for AI Applications web teams, promoting user-centered agile development.Co-founded and led the first Innovation Program in the Blue Studio called Idea Lab. The program brings marketers from different backgrounds and skillsets from across the globe to compete in self-directed agile teams in a 6 week project, ending in a Shark Tank-stye showcase pitch for executives who decide the winning idea. I led this program for 3 years in collaboration with global leadership both in the U.S.and Brazil. This program gives employees the opportunity to step outside their daily projects and grow their leadership and agie skills in fun and engaging ways that promotes employee engagement and personal development.

Armonk, New York, Ny, Us

Led strategy planning and execution to support 5K marketers across 100 countries driving over $20 billion in annual marketing sourced revenueImplemented and optimized the paid media digital strategy as part of the overall customer’s journey—doubling engagement rates from 9% in Q1 to 19% in Q2, growing paid media driven responses by 20%Provided expertise and a data-drive approach to the regional digital landscape (i.e. publications, vendors), SEO techniques, and competitor insights to influence future planning and program objectives

Armonk, New York, Ny, Us

• Advised internal stakeholders on SEO best practice and executed search strategy that increased organic traffic by 105% within 3 months. • Monitored key web performance metrics and optimized digital campaigns based on data analysis that improved search visibility for Communications industry teams. • Directed daily agile scrum meetings with remote teams of 20-25 people that included developers, search specialists and project managers to reduce non-value-added activities and increase customer value.• Exceeded corporate headquarters’ accelerated target goals of increasing web traffic and engagement by 51% in second half of 2016.• Simultaneously managed the development of 3 new industry websites and product detail pages that improved customer experience across multiple devices. • Built out comprehensive performance analysis reports using data gathered from Coremetrics analytics platform, Optimizely and HotJar focused on improving digital, content and social marketing efforts.• Owned and expanded social media marketing strategy for end-to-end campaigns and live social coverage during events.• Amplified IBM subject matter experts and engaged with industry influencers through management of social channels and online communities.• Implemented new influencer marketing strategies that resulted in social channels becoming top performing accounts for engagement across the GBS landscape.• Lead strategy and implementation of paid search and paid social in partnership with media agency.

Spring, Texas, Us

• Leveraged my client-side experience in creating online marketing strategies to improve cross-departmental collaboration between the sales and development departments. • Conducted kickoff meetings with new clients to walk them through the development phase of their campaign and determine how to meet their marketing ROI goals. • Performed campaign audits by ensuring proper meta tags, H1 tag, and rel=canonical tag usage on client websites adhered to latest SEO best practices.• Managed content creation for landing pages that focused on answering conversational search questions that complied with Google Hummingbird algorithm update. • Analyzed competitor backlink strategy using Majestic and Monitor Backlinks. • Accurately forecasted project cost estimates and established effective project objectives.• Recognized as Employee of the Month for completing an emergency project a week before target launch date. • Performed keyword research using SEMRush, Spyfu and Google Adwords keyword planner tool to generate a list of long tail keywords that have a healthy search volume and will justify a solid ROI for clients.• Used Mailchimp to setup a manual outreach link building strategy by contacting blog networks and online influencers that are related to the client industry.• Constructed a blog content creation strategy with the help of Buzzsumo which consisted of 1000+ keyword long form onsite/offsite blogs and white papers that are magazine-quality and shareworthy• Executed A/B split testing using VWO Optimizely to determine the best converting paid advertising ad copy and landing page design.• Coordinated with the paid advertising team to publish marketing material through various channels such as Google Display Network, Yahoo! Bing Network and Adroll.• Provided weekly email updates to project stakeholders outlining progress and detailing actionable items required for meeting project deadlines.

• Constructed digital marketing division from the ground up that included online display advertising campaign, SEO, email marketing, and social media marketing.• Acquired Hubspot Inbound Certification to propose and implement latest digital marketing strategies that gave the business an edge over its competitors.• Recognized for establishing online reputation management strategy and consistently meeting quarterly goals to grow online authority. • Developed B2B prospecting, tracked relationship management activities and identified opportunities for lead nurturing using Salesforce CRM. • Installed Google Tag Manager code on company website for better management of Google Analytics and other tracking code snippets.• Designed relevant content on a daily basis using Adobe Photoshop and Adobe Illustrator.• Organized and updated social media strategy using Hootsuite to publish content to Facebook, Twitter, Google+ and Pinterest.• Created and measured metrics for email marketing campaigns to develop B2B relationships through ExactTarget, Pardot and Constant Contact. • Spearheaded local sponsorship event planning activities to promote brand awareness and drive new strategic partnership initiatives. • Proposed and successfully integrated social media marketing efforts with traditional marketing events that increased B2B lead engagement by 68%.• Scheduled and updated social media strategy using Hootsuite to publish content to Facebook, Yelp, Google+ and Pinterest.• Implemented and managed long form content for monthly blog on company website to adhere to SEO best practices.• Recognized for establishing online reputation management strategy and consistently meeting quarterly goals to grow online authority. • Integrated and organized metrics related to successful project outcomes to align KPI’s with digital marketing campaign goals.

As the marketing director, I was responsible for implementing marketing strategies to increase customer referrals. I managed and grew a weekly e-newsletter program that was distributed to 1200 opt-in subscribers. I conducted market research to identify potential clients and utilized marketing efforts for brand promotion. I enjoyed managing and participating in company sponsored local community outreach events.

Executed local marketing efforts including planning, implementing and managing new patient referral systems that significantly increased ROI. Proficient in matching customer needs with healthcare service solutions in an effort to reach organizational objectives.

Executive Masters Of Business Administration, Small Business Administration/Management

Bachelor'S Degree, Business, Management, Marketing, And Related Support Services