Derek Macdonald Email & Phone Number

Atlanta, Ga, Us

Senior leader of the national team responsible for the multi-channel strategy, implementation, vendor relationship and 93% adoption rate of two net-new technology platforms that have influenced more than $25M in revenue in their pilot year and contributed to an additional $9.7M in pipeline growth.Introduced and scaled new ticketing systems to field requests ranging from technical configuration, product licensing, and user permissions to content creation, RFP distribution, and file management that save $2.6M annually through increased employee efficiencies.Created strategy for rolling out technical implementations and integrations with talent development and internal communication departments that maintain compliant file governance and version control when externally promoting value propositions, products, and solutions to support growth and retention throughout the customer lifecycle.Designed new processes for reporting on marketing activities, programs, and campaigns that measure, monitor and provide actionable insights on effectiveness of growth enablement strategy to track return on investment, manage stakeholders, and increase collaboration with our executive leadership team.Aligned growth strategy with enablement content creation by leveraging relevant insights, behavior trends, VOC data, and customized CRM automation reporting that allowed our team of 60 to effectively produce playbooks, sales collateral, case studies, and associated content that generate leads and facilitate sales opportunities.Built reporting dashboards that measure effectiveness of our marketing technology integrations in execution of our land-and-expand growth strategy across verticals, products, and solutions to optimize data-backed iterations of 3 new feature releases for our enablement platform.

Burlington, Vt, Us

Worked cross-functionally with internal and external stakeholders to define, develop, and build holistic engagement strategies for the complete customer lifecycle that drove ROI for billion dollar businesses globally through sales-led and product-led growth.Led team responsible for constructing marketing funnels, buyer personas, and ideal company profiles for technical, cloud-based SaaS products and applications by leveraging subject matter expertise to generate blogs, premium content, email nurtures, ad copy, web copy, and sales enablement collateral that increased conversion rates by more than 30%.Created a process for more efficient project management and product delivery by developing a company-wide quality assurance system to reduce time-to-value by more than 75% percent.

Jackson, Wyoming, Us

Developed, implemented, and optimized service model that leveraged content marketing, sales enablement, and performance training to generate revenue growth during COVID.Created “New Beer Alert” and “MySeltzy” demand generation campaigns using sales, labor, product, and market reporting to supplement wholesale and distribution relationships and increase growth in emerging markets.Designed go-to-market strategy and buyer’s journey for RBco and Tap Room that used consumer insights and behavior trends to inform product positioning and increase sales month-over-month.

Burlington, Vt, Us

Assembled teams and created effective strategies that aligned marketing, sales, and operations for B2B and B2C clients to build pipeline and generate revenue growth.Drove demand generation, product, and go-to-market strategies that aligned full-funnel conversion for both sales-led and product-led motions to generate an increase in unique site visitors across 21 countries globally.Implemented technical, customized systems of scale using strategies that optimized processes through digital transformation to streamline effective content creation frameworks and drive lead generation.

Lander, Wy, Us

Created a new conversion rate optimization strategy that leveraged multi-channel sales messaging across web, social, email, chat, and print–contributing 2 published stories to The Leader–to exceed target KPIs by 300% using buyer persona specific sales sequencing.Developed a new marketing event strategy for The Exploration Film Tour, Tales From The Trail, Grit Games, and Semester Course marketing campaigns that focused on promoting diversity, equity and inclusion opportunities in untapped markets to generate 36 new partnerships with organizations that bolstered pipeline growth.Introduced new land-and-expand growth strategy to elevate cross-sell and up-sell motions for new and existing business by training team members on newly developed sales sequencing, creating team-wide adoption that led to increased lead generation, full funnel conversion, and revenue growth.

Richmond, Victoria, Au

Owned go-to-market and demand generation strategies that leveraged earned media spots in the Vermont Cynic, radio, web, and on NBC5-WPTZ TV to increase funds raised from 2014-2015 by over 300% and broaden partner network 700% year-over-year.Developed and implemented lead generation, conversion rate optimization, and sales enablement processes by establishing sales sequencing for buyer personas and ideal company profiles to increase leads and bolster pipeline growth.

Denver, Colorado, Us

Develop sales plays for product cross-sell and up-sell motions.

Denver, Colorado, Us

Write conversion focused product copy for seasonal product lines that appeared across web and e-commerce assets.

Williston, Vt, Us

Development of B2C soft good product, copy, design, and e-commerce product life cycles and growth strategies. Planned, coordinated, and executed competition events and content for the Ski The East Freeride Tour.Proposed, implemented, and maintained new facet of social media and all associated strategies (Snapchat).Contribute to strategy and community management of brand’s social media presence.

Led team members toward data-driven, strategic growth goals by optimizing processes, managing labor reporting, and tracking sales goal accountability that saw 200% growth in new markets and contributed to successful acquisition of the company.Crafted growth strategy and marketing funnels that focused on cross-sell and up-sell motions for new and existing business to increase sales and drive revenue growth.

Bachelor Of Science - Bs, Public Relations, Advertising, And Applied Communication

Education record

High School Diploma