Designed and implemented comprehensive demand generation and growth marketing strategy across buyers journey through lead generating and activation campaigns to target ICP personas that grew marketing attributed new business sales.• Planned and executed integrated campaigns from brand visibility, content marketing, lead engagement, nurture, activation and qualification, deal creation to wins while ensuring positive ROMI• In alignment with GTM, led implementation of ABM / tiered account prioritization strategy across marketing and sales initiatives• Led marketing strategy changes including aggressive focus on improvements in lead gen and target account activation via inbound website, events, SDRs, and paid advertising• Defined lead, meeting and pipeline targets and created demand generation budget including spend on agencies, PPC, 3rd party advertising and marketing technology stack ensuring appropriate target cost per lead and cost per deal• Designed and executed data-focused multi-channel digital plan including website enhancements, paid search paid LinkedIn, SEO, email automation, content syndication, and webinars• Led SDR team including training and coaching, prioritized lead lists, sequence development and analysis.• Defined standards and implement reports / dashboards across marketing and sales, track marketing and sales performance against OKRs and develop dashboards for stakeholder monitoring

• Manage the full online lead journey from impression through to pipeline to understand the impact of digital dollars spent to drive revenue. • Manage an account based marketing platform to ensure proper audience targeting, site personalization and optimization and sales intent to drive growth • Develop ad campaigns from concept to creative to delivery though all digital advertising channels including search, re-targeting, social, conversational and email • Motivate, manage and inspire the digital operations team by aligning the online buying journey with advanced automation that moves quality leads through the funnel faster• Design and lead online content experiences with advanced marketing technologies that elevate engagement and deliver more educated sales ready leads• Track and report on campaign attribution to ensure the cost per acquisition aligns to industry best practices and internal goals• Evaluate new technologies and process/workflow enhancements to improve and optimize marketing performance and lead quality• Work cross functionally with product management and product marketing to optimize the buying journey to generate product qualified leads • Maintain and optimize Sonatype web properties with the most up to date content, videos, branding, and page layouts to increase chat and engagement onsite

• Orchestrated integrated marketing strategies and campaign executions across organic search, paid advertising, email marketing, marketing automation, events, and web properties • Managed global demand generation, Martech and advertising budget improving return on marketing investment and CAC• Led conversations with company leadership to align business priorities, ABM go-to-market plans, budgets, spend and programs for ICP demand growth• Developed and implemented forecasting models for measuring lead quality and analyzing pipeline, funnels, and revenue expectations • Planned, implemented, and optimized digital media strategies—including search, search, programmatic, retargeting, social media, and partner marketing• Led marketing analysis refining data attribution to ensure accurate campaign reporting and guide marketing efforts toward the highest return• Advanced marketing efforts by defining meaningful goals, applying best practices, implementing A/B and multivariate testing, and optimizing for conversion

• Developed and executed digital strategies to drive brand and product awareness, web properties performance, online customer acquisition, and company revenue• Planned and implemented companies’ digital media strategies outlining online display, PPC advertising campaigns for search, display networks, retargeting, social and partner websites • Drove web properties SEO efforts and implement tactics to increase organic search visibility and rankings, conduct online competitor evaluations and technical SEO assessments• Defined marketing metric goals and objectives that ensure programs performance solve for companies business objectives• Developed reporting KPIs to analyze and forecast performance data of web properties and advertising programs including audience attentiveness, traffic generation, customer acquisition, engagement, UX heat-mapping, conversion rate, CTR, ROI• Applied analytics data and attribution models to marketing campaigns to ensure a data-driven focus in all inbound and outbound efforts• Strengthened lead generation and nurture initiatives through executing comprehensive integrated email and advertising automation marketing programs• Advanced companies’ website personalization to target ideal audiences while implementing A/B and multivariate testing ensure highest effectiveness• Led the research, purchasing and implementation of marketing technology software to improve target business objectives• Conducted market research to define online and offline personas to tailor marketing message to experience• Leveraged CRM database to create models for lead quality, pipeline and funnel analysis, and revenue expectation from marketing programs

• Created, executed and tracked multi-channel consumer acquisition, retention and engagement campaigns designed to grow consumer interaction company products and achieve sales goals• Prepared annual comprehensive strategic marketing communication, product pricing and development plan• Developed creative pieces, content and simultaneously executed integrated direct response campaigns including digital and print initiatives to include email marketing, paid digital ads, internal and external web banners, social, direct marketing, TV, in-paper ads, and newspaper inserts • Oversaw consumer online experience to ensure digital engagement through increased web traffic and tablet and mobile app usage. • Managed and enhanced e-commerce purchase path to drive accurate conversions. Troubleshoot and ensured web functioned correctly• Designed and developed digital campaigns and content product web pages including mobile optimized. A/B tested various designs and strategies• Managed and utilized CRM and market data to drive loyalty and expand market penetration

• Developed and executed strategies to drive online visitation and revenue/sales, digital advertising, improve online consumer experience and e-commerce execution to meet target park visitation and sales goals• Maintained online content for main Orlando parks websites, mobile app, vacation purchase portals, global language specific, partner reseller sites and other e-commerce platforms• Monitored placement, execution and revenue return on investment on digital ad buys and SEM campaigns• Developed and executed online products, monitored purchases, and tested tactics to increase e-commerce sales• Analyzed, tracked, and reported online consumer engagement and purchase behaviors across online channels• Developed and executed of email marketing campaigns to 650M email readers• Monitored and ensured competitive SEO ranking for web properties• Liaised with Corp Marketing on Affiliate and new channel opportunities for web properties • Maintained, and enhanced park experience mobile app• Provided graphic development and imagery support for digital campaigns• Worked with Public Relations on social media campaigns, strategy and overall enhancement• Monitored industry trends in consumer and interactive marketing to cage new opportunities for development and execution • Managed digital communications budget

• Oversaw email and direct to consumer marketing programs for Busch Gardens and Water Country USA properties to drive online sales of annual pass, ticket, vacation packages, in-park products and tour to drive park visitation and strategic growth of overall business goals. • Executed creative development and deployment of e-mail marketing campaigns to targeted local and national segments totaling over 190K recipients per send• Created and analyzed e-mail performance reports for unique open and click-thru trends, opt-in and opt-out behavior patterns, e-mail and story effectiveness to draw insightful trends to make recommendations to drive email marketing growth• Analyzed online sales from consumer programs, created reports, offered insights and growth opportunities to senior leadership• Monitored overall web properties revenue, unique conversions, consumer purchase behaviors and correlated findings with marketing campaigns and email programs• Monitored industry trends and new programs in email and direct marketing and reported key findings

Developed and maintained priorities, objectives, and goals for ride and attraction locations. Supervised and coordinated all daily operations in multiple countries containing ride and other attraction locations (200-250 Team Members, 25-30 Reporting Supervisors).