David White Email & Phone Number

Boston, Ma, Us

Arlington, Virginia, Us

◾ Leading and growing the global solutions marketing team◾ Developing value propositions, positioning and messaging for decarbonization solutions◾ Driving the content strategy to grow revenue through the sales and marketing teams

Andover, Massachusetts, Us

◾ Led a two-person team to provide insights into Enel’s target markets, customers, and competitors ◾ Provided competitive insights to the sales team that helped to retain customers and gain revenue. For example, we helped to retain a demand response customer with almost $200k of margin. We did this by contrasting the stability and reliability of Enel, with the turmoil and instability of the competitor. ◾ Initiated upgrade of customer satisfaction program. I inherited an annual survey that was long and complicated, had a low response rate, and took far too much time and labor to produce insights. Collaborating with the team, we simplified the survey, shortened it to 2 questions (with an option for more), and automated the analysis of survey results.◾ Identified, procured, and managed the implementation of solutions to upgrade our competitive intelligence and customer intelligence capability. This included Klue, a competitive intelligence platform. Klue automatically captured raw intelligence and helped us to create and maintain battlecards more efficiently. Competitive intelligence was therefore more accurate and up-to-date. We also used DoubleCheck Research (acquired by Klue) for win/loss interviews. This enables us to gain a deeper understanding of our customers, their needs, our competitors capabilities, and the performance of our sales team.◾ Performed market research projects to help identify new product/market opportunities. In one project we researched California's new storage mandates, determined the BESS sizing for a number of typical scenarios, and compared to our existing product offering. Another project supported a new solar product launch. We researched competitors and created a SWOT analysis to inform value proposition and positioning. A third project involved virtual power plants. We profiled competitors and summarized them all in a 2x2. This made it easy to see who we competed against most closely, who might be good partners, and so on.

Roma, Roma, It

◾Led marketing strategy and execution for renewable energy solutions ◾Recruited and grew a four-person team focused on marketing execution and sales enablement. I hired the other three team members remotely during the pandemic. You can find their testimonials in the recommendation section. ◾Developed value proposition, positioning, and messaging from the ground up. The team lacked a coherent, repeatable value proposition. I worked with the sales team, leveraging my tech background, to create a value proposition and messaging that clearly articulated Enel's unique value. ◾Improved initial sales meetings by creating buyer profiles and an intro pitch that highlighted Enel’s differentiators. We raised out game at initial meetings by providing more context: a profile of the prospect, their renewable energy deals to date, their decarbonization commitments, and other relevant info. For the pitch deck, I posed the question to the sales team: "Your buyer is only going to remember two things from your pitch. What do you want them to remember?" From there, we collaborated to build a short deck that opened and closed with our unique value. Every other slide supported those two key points.◾Used market analysis to segment and identify potential targets, and built contact list for outreach. For example, at that time the food and beverage industry was leading in setting science-based targets. We helped the sales team to target that industry.◾Wrote and published guides and eBooks, created a lead generation webinar with multiple external stakeholders. For example, one guide helped buyers understand how a virtual power purchase agreement (VPPA) could help them rapidly decarbonize. A second guide helped buyers understand the team they needed to assemble to be successful with a VPPA transaction. ◾Improved short-list presentations to differentiate Enel and highlight synergies with buyers. For example, we introduced a slide to show the shared social impact goals of both companies.

Amsterdam, Noord-Holland, Nl

Product manager for launch of clinical-grade biosensor, with pilots at 10% of served available market.◾ Used primary, third party, and internet research to segment, analyze, and size markets◾ Guided go/no-go decisions on product and market strategy with business models and key voice-of-customer insights◾ Drove greater customer engagement with targeted, more compelling value proposition◾ Empowered sales team with simple, focused, easily repeatable customer demonstration◾ Managed competitive threats by tracking key established and emerging competitors◾ Developed and explored alternative pricing and revenue strategies for new solution offerings◾ Outstanding contribution to customer requirements specification for new solution

Boston Area, Ma, Us

◾ Delivered marketing and strategic advisory services on analytics and IoT◾ Drove internal project to grow brand, market presence and revenue through social media

Drew on 5 years experience as a research analyst, and 12 years of product marketing experience to help vendors refine and clarify their market position and messaging.Completed projects for Lavastorm Analytics and TimeTrade Systems.

Waltham, Ma, Us

◾ Created thought leadership research on analytics to support marketing campaigns◾ Planned and introduced new research topics to add over 7% incremental revenue to the analytics group◾ Key role in recruiting new customers including Tableau, Alteryx, KXEN, and NeutrinoBI◾ Completed major projects with vendors such as Birst, IBM, Qlik, SAP and SAS◾ Delivered white papers, webinars, vodcasts, podcasts, blogs and speaking engagements

Burlington, Massachusetts, Us

Product marketing responsibility for Sonic Software (SOA middleware).Grew pipeline with 13% conversion rate of leads into qualified sales opportunities.Re-positioned product to focus on business value and not product features.Developed podcasts, sales tools, collateral, case studies, call guides and sales presentations.Worked with web team to restructure website and optimize for search engines.Educated sales teams on new positioning with highest rated breakout session at sales kick off.

Ca

Drove all marketing activities for workforce analytics application.Responsible for messaging, collateral development, sales tools, lead generation and advertising.Managed product launch including launch event, PR and AR.Developed and delivered presentation for Cognos Forum roadshow series.Worked with insides sales team to develop call guides and qualifying questions.Recruited external thought leader to drive lead generation.Created and delivered field sales and partner training.

Burlington, Ma, Us

Devised and executed marketing strategy for healthcare industry.Increased healthcare industry revenue by 100%, leads by 300%.

Directed all activities in segment marketing for network services provider. Increased prospects in storage segment by 300%, sales forecast by 200%.

Austin, Texas, Us

Product Marketing of eCommerce suite. Solution marketing to vertical industries including energy, telecommunications and manufacturing.

Austin, Texas, Us

Master Of Business Administration - Mba, Strategy & Marketing

Bachelor Of Science (Bsc), Computer Science