Supporting B2B growth through marketing strategies, multi-channel campaigns, and sales enablement.

Working for the business-to-business division of Staples, I successfully positioned a B2C office supply retailer to a B2B audience, leveraging business expertise and market analysis to enhance brand positioning and drive business program solutions.In this customer-facing role, I worked with 50+ business developers, account managers, and product experts and their managers to create marketing plans. My territory included the Northeast, over to Michigan, and down through Ohio, West Virginia, North Carolina, and everything in between.I was part of the only Staples marketing team engaged throughout the entire customer lifecycle, and I brainstormed with sellers and customers to develop campaigns that met KPIs and made a difference. I would analyze the results, and whenever possible, optimize the campaigns and replicate them.Working in the field, I helped win and onboard new business, drove growth in existing customers, and developed plans to renew accounts. I targeted various verticals including state and local government, education, healthcare, technology, franchise, non-profit, financial, retail, manufacturing, hospitality, and more. My toolbox included email, sell sheets, digital pages, presentations, surveys, articles, educational resources, web content, social media, testimonials, videos, and online and in-person events. Due to tight deadlines, I would often create assets, staying in brand and using writing and design skills. I would also repurpose existing materials or work with an agency to have new assets created. Recognized as part of the regional leadership team, I was the point person for branding, positioning, insights, competitive differentiators, market trends, vendor partners, and training on the CMS (Highspot), CRM (Salesforce.com) and Marketo systems and tools.I was also the Marketing Lead for diversity resellers, the Fed Gov team, the Group Purchasing Organization (GPO) team, and on the acquisition team when Staples purchased other companies.

Regions for the B2B division of Staples sometimes shifted. In this role, I provided account based marketing and regional marketing plans and campaigns for the territory that included Pennsylvania, Delaware, Maryland, Washington DC, West Virginia, Virginia, and North Carolina. While I supported my own region of complex and large accounts, I also managed three Field Marketing Consultants who provided marketing efforts to the other regions along the East Coast. I coached them through strategy guidance, available resources, internal concerns, and budget allocations, and provided stretch projects to support their professional development.Within the region, I worked closely with vendor partners, internal support teams, stakeholders, and customers to develop marketing campaigns to support business development, account management, and product specialists. I created and managed large customer events, marketing materials and content, and I was part of Strategic Account Planning Sessions, implementation projects, and contract renewals. I was the Subject Matter Expert (SME) for regional leadership, sellers and support teams on branding, marketing objectives, CMS platforms and Salesforce.com, and I expanded existing customer personas to include department decision makers. I provided insights to corporate marketing and other teams, sharing the voice of the customer, campaign feedback, and nurture stream target list concerns.During the pandemic we had to pivot very quickly to change Go To Market (GTM) strategies. Essential businesses took precedent in supply demand. Cleaning products, hygiene and PPE products became the focus, which brought new vendors, promotions, and channels into the mix. I helped develop Work From Home (WFH) programs for customers to provide furniture and supplies to their remote employees, and launched Employee Purchase Programs for accounts who wanted to extend their contract pricing to their associates.

There were a lot more regions in the B2B division during this time – region consolidation would come later. We were called Consultants to help solidify our position with regional sellers as a customer-facing marketing resource and competitive differentiator in the field. My territory included part of South Carolina, all of North Carolina, Virginia, West Virginia, Maryland, Washington DC, Delaware, and a part of New Jersey. In this role, I managed a Field Marketing Specialist who worked from a different regional sales office than I did. We created marketing materials, plans, campaigns, and events for mid-market through strategic level (the largest and most complex) accounts. I managed the regional marketing budget, had promotional products/logoed items created, and managed email campaigns with our third party service provider.I met with prospects and customers face-to-face to discuss our account marketing resources, developed relationships internally and externally, and worked with third party procurement specialists to create educational customer events. I also developed and managed C-Level round tables, Customer Advisory Board (CAB) meetings, and customer-specific events.I helped build our membership/consortium marketing plan to grow non-mandated accounts and worked closely with our environmental team on developing an Earth Day event strategy and marketing assets. I was also instrumental in developing and executing the communication plans and marketing campaigns to move a massive user population across hundreds of accounts to a new ordering and billing system.Through internal relationships and cross-functional team collaboration, I helped streamline efficiencies and improve processes between sales and marketing teams. This was done through feedback, resource development, training, system management, breaking down silos, and building bridges to close gaps.