Vice President Marketing | Sustainability
West Henrietta, New York, Us
As the Vice President of Marketing, I was the steward of the Pharos brand. I was responsible for shaping the promises that the company made to the marketplace and providing the inspiration for my team to execute on brand, sustainability initiatives, communications, go-to-market strategy, customer engagement, training, experience definition and delivery, product marketing, product launch, content marketing, public speaking, SEO, website design, marketing automation, and digital marketing; all culminating in leads generated.I led the restructuring of the Pharos brand, bringing clarity of promise, message, and engagement. I guided and directed the use of the brand framework for the purposes of communication, product alignment, and overall Pharos experience.I initiated and led my team's effort to increase web leads by 4X through a content marketing effort including website optimization with 33 published articles over two years, 18 of which were articles that I authored. SEO improvements moved desirable organic keyword search phrase results from page three to the top of page one. I built an internal social ambassador team to amplify the effects of published content.I worked with our partners, customers and prospective customers to showcase the sales insights on why mindful print solutions are the next frontier of managing the total cost of print. Traditional solutions like Managed Print Services are actually managing less than 30% of the total cost of print leaving a tremendous opportunity for sustainability gains, improved security and significant cost savings. I researched, trained and secured the first formal sales process used at Pharos.With a passion for stewardship and sustainability, I led the effort at Pharos to become a Certified B Corp. and eventually to Pharos' reincorporation as a Benefit Corp. I also initiated the work to uncover the Pharos purpose and built a cross-functional team to guide the purpose implementation.