Karen Sherrill Email and Phone Number
Karen Sherrill's Location
Millis, Massachusetts, United States, United States
Karen Sherrill's Contact Details
Karen Sherrill work email
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Karen Sherrill personal email
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About Karen Sherrill
I am a seasoned hands-on T-shaped B2B marketing leader with deep expertise in growth/revenue/demand generation and expertise in field marketing, branding, social media, content marketing, product marketing, OKR planning and budget management. I have coached and built teams for 12+ years. My greatest privilege has been to coach extraordinary marketeers. I have a passion for driving growth for companies that are disrupting the market and providing an enduring value for their customers and end users. I thrive in domains where the purchase is multithreaded involving several personas and bring a proven ability to create messaging that works for each persona. I've worked for large and small companies, start-ups and well-established leaders. I love the drive, scrappiness and strategy development required to work in start-ups. As a marketing leader, I lead by example, lead with empathy and build relationships easily with cross functional teams to accelerate growth.Expertise Highlights:Demand Generation Leadership: 6x demand generation leader exceeding marketing contribution pipeline and revenue targets to drive growthMessaging and Positioning: Skilled at creating messaging that resonates with multiple personas and buying centers. Repositioned and rebranded multiple companies.Marketing Operations: Worked with marketing ops, data science and engineering teams to unlock marketing capabilities such as improved personalization and targeting.Business Intelligence: Drove the analysis and development of ICPs at several companies leading to improved targeting and results. Data obsessed leading to improved spend efficiency across paid channels and appropriate resource allocation to unpaid channels.Get Stuff Done: Competitive drive that motivates and gets the best out of direct reports, cross-functional teams, agencies and leadership to get stuff done that has a meaningful and lasting impact.Awards:Stevie Business Award for Best Marketer (non-executive level)FACE of Excellence Award from CMO of Novell
Karen Sherrill's Current Company Details
Karen Sherrill Work Experience Details
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Senior Manager, Demand GenerationWorkhuman Dec 2024 - PresentFramingham, Massachusetts, Us
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Director, B2B MarketingCorporate Finance Institute® (Cfi) Sep 2023 - Feb 2024Vancouver, British Columbia, CaCFI is an eLearning platform with 2M+ global users who take free and paid courses to advance their finance and banking careers. Reporting to the VP of Marketing, I was responsible for all B2B marketing and developing and coaching the marketing team focused on driving annual recurring revenue for CFI’s SaaS learning platform Teams B2B subscription product.• Contributed 72% of ACV, 65% of all new customers, 65% of overall new business ACV pipeline and 67% of opportunities in Q4 2023• Provided quarterly forecasts to executive leadership team highlighting expected pipeline and sales-led vs self-service revenue• Drove self-service and sales-led full funnel activity and strategies to deliver marketing sourced and influenced pipeline and ARR• Developed and implemented new demand generation, content marketing and social media marketing strategies• Refined our GTM strategy, brand identity and persona messaging based on ICP analysis of customer base and customer interviews• Worked with finance and revenue operations team to improve models and forecasting• Oversaw Brand and Content across B2B and B2C to ensure continued and effective SEO and content creation strategies -
Senior Director Of MarketingTrilio Dec 2022 - Apr 2023Framingham, Massachusetts, UsTrilio offers an Intelligent Recovery cloud-native data protection platform which supports Kubernetes and OpenStack.Promoted to Senior Director of Marketing, I reported to the to the CEO and was responsible for growing and coaching the marketing team focused on driving annual recurring revenue for Trilio’s Intelligent Recovery platform from mid-size to enterprise size organizations.• Contributed 73% of ACV, 50% of all new customers, 49% of overall new business ACV pipeline and 43% of opportunities in Q1 2023• Owned the overall marketing function, goals and budget to drive demand and revenue at an effective customer acquisition cost• Managed the marketing budget ensuring accurate spends, reporting, and ROI• Collaborated with the executive and product teams to develop new brand identity, messaging and positioning that resonated with various personas including developers, devops teams, engineers, architects and executives • Presented to management team and Board of Directors marketing plans, strategies, and results• Managed relationships with key analyst firms and strategic partners such as RedHat who could evaluate and evangelize our solutions• Led all digital channels including ABM, SEO, SEM, Email, Social, Site Optimization including copy and content • Managed multi-million-dollar budget and established culture of test and learn, leaning into shared learnings to further strategy and lower customer acquisition cost• Created content calendar to fuel SEO and demand generation, managed internal team of SMEs part of the established Writers Guild -
Sr. Director Demand GenerationTrilio Oct 2021 - Dec 2022Framingham, Massachusetts, UsResponsible for developing a highly skilled and strategic team of marketers focused on driving awareness, engagement, usage, pipeline and annual recurring revenue for Trilio’s cloud-native data protection platform which supports Kubernetes, RHV and OpenStack.• Contributed 35% of overall new business ACV pipeline, 67% of all new customers, 67% of ACV and 65% of TCV in 2022• Owned the overall demand generation function, goals and budget to drive demand for the global sales organization• Developed overall demand generation strategy and alignment with sales, marketing, product, and alliances to drive new customers• Established and maintained scalable processes that ensured best practices in campaign management and measurement to show ROI• Partnered with marketing and revenue operations to roll out newly outlined attribution model to track direct and influenced pipeline• Improved marketing tech stack capabilities by bringing on Drift, Chili Piper, Rollworks and upleveling HubSpot• Oversaw Account Based Marketing program including all segmentation, messaging, creatives, KPIs and overall performance• Drove product usage via Free Trial to improve conversion rates from Free User to Paid user• Led cross functional team to analyze customer base, product usage, and renewal rates to create Ideal Customer Profile & Target Account List• Coached team of marketers responsible for ABM, Email, Events, Paid & Organic Search, Webinars, Social Media, Growth & Content
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Director Of B2B Demand GenerationA Cloud Guru Mar 2021 - Oct 2021Austin, Texas, UsA Cloud Guru, an eLearning company was acquired by PluralSight and exists to democratize the cloud and provide education to those seeking to advance their cloud knowledge, training and career. Responsible for growing and developing the demand generation marketing team, strategies, global marketing efforts to strengthen competitive position and achieving desired business goals for all aspects of the pipeline to drive revenue for ACG’s SaaS learning platform.• 5x pipeline coverage driven by marketing leading to in 1.6x overall achievement of ARR goal• Owned the B2B demand-generation function and budget to drive demand for the inside sales team• Set strategy and oversaw execution to deliver marketing-qualified leads, pipeline and revenue within our Target Account List • Oversaw all demand generation channels including physical & virtual events, digital marketing, ABM marketing, email marketing, lead-gen conversion rate optimization, site optimization, drift optimization and regional demand-gen• Iterated paid search, paid social, display, and retargeting spend and messaging strategy to consistently improve efficacy• Built upon current channel analytics to track and report performance, including budget tracking and forecasting across all channels• Promoted a culture of continuous testing, learning, and improvement• With content team, optimized B2B-performant assets and developed roadmap for new assets• Collaborated with marketing operations to target and nurture B2B segments and personas• Worked with product marketing to optimize performant B2B campaigns and messaging• Collaborated with the sales team on aligned campaigns and cadences to optimize lead to revenue• Led/coached team of marketers responsible for ABM, Intent Based Marketing, Field Marketing, Events, Webinars, and Growth -
Director Crm, Retention, And PersonalizationBj'S Wholesale Club May 2019 - Jul 2020Marlborough, Ma, UsBJ's Wholesale Club is a regional membership-only warehouse club chain with more than 6M members and locations throughout eastern US. During my tenure, I was responsible for strategy development leveraging data to drive personalization across 6M members to (1) increase engagement and loyalty, (2) drive up trip frequency and spend and (3) scale key successful tests to drive incremental YoY revenue for BJ’s annual paid membership program.• $130M incremental gross sales YoY driven through testing strategies to drive members to shop more frequently, deeper in category, or within a new category• Developed CRM and personalization strategies and associated roadmaps with collaboration and alignment from business leadership, marketing, analytics, data science and technology teams to unlock key incremental revenue opportunities• Partnered with marketing, data science and engineering teams to prioritize future use cases and personalization engine capability development to support 1:1 personalization and roll out across channels such as email, App, site, SMS, call center, and receipts • Drove personalization testing strategies across customer segments with focus on offers to drive trip, category expansion or penetration based on prior learnings to beat or support continued use of BAU offers and targeting• Created models to size and scope projected results from personalization program, category opportunities, distinct offers, sharing with Merchants to gain buy-in• Managed Category Acquisition Program to expand key category penetration• Led xfunctional Add to Card digital couponing project resulting in new functionality and launch of new personalized targeted offers within BJ’s Mobile App yielding higher redemption rates• Updated stakeholders on key team projects progress strengthened by relationship development investment and integrity • Led team of marketers and analysts responsible for personalization, member activation, engagement and retention -
Sr. Manager, Customer Acquisition & Retention MarketingTripadvisor Apr 2014 - Apr 2019Needham, Ma, UsDevelop global marketing strategies for Business Listings subscription offering to optimize customer acquisition, retention and engagement. + Define global acquisition and retention marketing strategies that align with sales strategy, drive engagement & exceed customer acquisition and retention marketing and sales goals+ Own key branding/positioning/launch initiatives to amplify TripAdvisor’s dedication to global travel & hospitality businesses+ Oversee development and execution of strategic plans for the Hotel Solutions group contributing to acquired and retained revenue+ Develop and refine messaging, positioning and value propositions for Hotel Solutions and the overall collective suite of B2B offerings+ Prioritize projects to ensure resources are effectively and efficiently used to have the greatest impact on the business+ Create new processes or solutions to elevate the B2B marketing team’s agility, intelligence, efficiency, scalability, and maturity+ Establish, manage and report team KPIs and work with analytics team to develop dashboards to maintain a pulse on subscription business and measure/optimize the impact initiatives have on the business+ Ensure team is regularly communicating with sales team including leadership and sharing testing results with other teams+ Drive a culture of marketing excellence focused on flawless execution, testing, measurement, collaboration, and analysis+ Identify emerging opportunities, including new channels to help improve relevancy and timeliness of communications through behavioral based email triggers, on-site placements, retargeting, push notifications, and real-time personalization campaigns+ Collaborate with analytics and modeling team to identify and prioritize segments to drive engagement and profitable subscriptions+ Develop and execute testing roadmaps to improve lift, relevancy, appeal, engagement, and ROI of campaigns across all channels -
Director Of Demand GenerationUnitrends Sep 2012 - Mar 2014Responsible for planning, developing and executing highly effective demand creation strategies and lead generation programs that drive activity and pipeline growth. Accountable for lead and pipeline targets, lead quality, conversion rates, program performance, and assisting with various marketing operations functions. Report to the VP of Marketing+ Run a portfolio of quality Marketing Programs / Demand Creation / Lead Generation / Field Marketing campaigns for B2B software and deliver consistently strong measurable results+ Lead overall integrated campaign strategy and plans, outlining content marketing plan, key marketing themes, messages, and offers and mediums for promotions to reach target markets and revenue goals+ Communicate with marketing, senior leadership, and sales management on an ongoing basis regarding funnel metrics, campaign results, current initiatives, and course corrections being taken+ Drive digital marketing efforts, including SEO/SEM, email and database marketing that drives net new prospect acquisition as well as nurtures existing leads+ Manage to KPIs and drive analysis to continually improve performance, find gaps, and fill lead needs regionally or by product line -
Director Of Demand Generation And Marketing ProgramsEverbridge Feb 2012 - Sep 2012Boston, Massachusetts, UsDeveloped comprehensive strategies focused on customer acquisition and retention for SaaS-based unified critical communications platform.+ Generated 10,000+ inquiries leading to 3.5X pipeline coverage+ Developed marketing plans and managed demand generation program objectives, tactics and metrics + Designed demand generation waterfall and forecasting model to measure and monitor sales funnel to ensure predictable pipeline+ Designed, tested and executed progressive nurturing campaigns through Marketo marketing automation+ Worked with resources to create compelling content such as ebooks, webcasts, whitepapers, and surveys+ Managed a team of three overseeing demand generation and marketing operations -
Demand Generation GuruNasuni Mar 2011 - Jan 2012Boston, Ma, UsAs Demand Generation Guru, I was responsible for developing a comprehensive go to market communications strategy that addressed net new prospect acquisition and increased engagement with Nasuni’s existing customer base. I managed all inbound and outbound corporate and channel marketing initiatives to increase Nasuni’s overall brand awareness and traction in the market. Key Responsibilities+ Prospecting / Demand Generation – developed and sourced demand generation plans and campaigns for net new prospects and lead nurturing that drove pipeline activity for both direct channel, as well as channel partners+ Inbound Marketing – developed initiatives and campaigns that leveraged inbound marketing channels (SEO, Blogs, microblogs, email, social media and other online channels) and outbound programs to drive interest in Nasuni’s offerings + Community Building - supported the development of new communities to identify new prospects and leveraged existing communities to promote customer feedback +Continuity Marketing – worked with Product Marketing team to develop campaigns to existing customer base that ensured customers were engaged with Nasuni’s offerings, were kept up to date on new features and functionality, and increased usage to increase overall lifetime value + Operations & Analytics – managed to a budget and set timelines to meet both quantity and quality lead metrics; managed third party vendors; used marketing automation systems (Pardot, Eloqua, Marketo, Affinium, etc.) and SFA/CRM systems (Salesforce.com, SalesLogix, etc.) to build prospect database, evaluate individual marketing campaign metrics, and track success of marketing’s contribution to company revenue and growth.+ Staff Development - managed a staff of 2 overseeing marketing program execution and marketing operations -
Americas Field Marketing Manager, Identity & Security SolutionsNovell Oct 2008 - Jan 2011Provo, Ut, UsManaged direct and partner demand generation activities, analyzed marketing programs, executed marketing plans within defined budgets (GSP, MDF, and Programs) and assist with trade shows. I reported to the Director of Marketing.+ Worked directly with partner account executives and major SIs, SP, VARS, VADS, and GSPs to create marketing plans and execute activities in support of the Americas revenue and sales objectives+ Directly supported the Field Sales Business Unit Vice President, Americas Leadership Team, sales representatives and partner executives to ensure campaigns, activities and events are aligned with and in support of their sales objectives+ Participated on weekly field sales cadence calls and leadership calls+ Served as key resource/go-to person for marketing-related activities for Field Sales+ Managed individual execution budgets+ Provided ongoing communication of Area recommendations and feedback with Global Campaign team+ Distributed bi-weekly update reports to BU Field Sales team regarding marketing activities and events -
Marketing Specialist, Saas SolutionsUnica Mar 2006 - Oct 2008Sunnyvale, California, UsResponsible for demand generation, analysis of marketing programs, marketing plans, budgets and assisted with advertising and trade shows. I reported to the Director of Field Marketing and Operations.+ Managed demand generation programs - webcasts, events, email, white paper, and multi-dimensional campaigns+ Oversaw production of digital marketing collateral - flash demos, click tours, virtual panels, podcasts, videocasts, html emails, newsletters and banner ads+ Advised on search engine marketing (SEM) drawing from 5+ years managing SEM campaigns+ Collaborated with Marcom team to improve web analytics reporting, analysis, training and overall adoption + Created and manage marketing student internship program+ Attended trade shows as the on site coordinator and PR liaison + Reviewed marketing collateral content and ensure overall consistent positioning+ Spoke at trade shows as necessary, for example, Search Engine Strategies+ Wrote web analytics related articles for publications such as DM News and Visibility Magazine+ Presented quarterly results presentations to sales and marketing+ Assisted with overall budget planning and allocation within various marketing cost centers+ Awarded the Stevie Award for Best Marketer by the American Business Awards -
Marketing SpecialistSane Solutions (Acquired By Unica) Jan 2005 - Mar 2006Drove growth and pipeline for SaaS based web analytics solution through search engine marketing programs, SEO, weekly webinars, and PR efforts. Attended tradeshows providing web analytics software demonstrations and product knowledge. Reported to the CEO.+ Managed $30,000+ monthly paid search campaigns across Google, Yahoo, MSN, Business and Miva+ Utilized web analytics reports to provide recommendations on website content, navigation, SEM, and lead generation+ Assisted team with search engine optimization efforts, presented recommendations for improvement+ Presented live webinars 3 times a week to prospects+ Achieved press coverage in articles and issued press releases + Attended trade shows as the on site coordinator, PR liaison, and exhibitor+ Spoke at trade shows as necessary, for example, Contact Advocate+ Provided commentary for articles with publications such as MultiChannel Merchant, Practical eCommerce
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Sem And Affiliate Marketing ManagerLead Ventures, Llc Jul 2001 - Jan 2005+ Managed 3,000+ member affiliate programs powered by Commission Junction and MyAffiliateProgram + Created and managed educational marketing internship program for students + Maximized online presence of 40+ websites through search engine marketing and affiliate programs+ Developed content for two major websites, www.abcleads.com and www.affiliate-program-marketing-center.com+ Provided commentary for articles with publications such as Revenue Magazine+ Participated on online forums providing advice to affiliates, program managers, and webmasters+ Designed new marketing materials including text and html emails, and banner ads
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Marketing AssistantDiamond Funding Corporation May 2000 - Aug 2001Telemarketing list maintenanceDirect mail designOnline lead generation campaign analysis
Karen Sherrill Skills
Product Marketing
Direct Marketing
Website Development
E Commerce
Social Media
Strategic Partnerships
Salesforce.com
B2b
Online Marketing
Sales
Trade Shows
Start Ups
Web Analytics
Digital Marketing
Sales Enablement
Lead Generation
Integrated Marketing
Customer Relationship Management
B2b Marketing
Seo
Strategy
B2b Marketing Strategy
Marketing Automation
Demand Generation
Business To Business
Marketing
Cross Functional Team Leadership
Go To Market Strategy
Enterprise Software
Marketing Operations
Social Media Marketing
Multi Channel Marketing
Sem
Email Marketing
Saas
Management
Personalization
Marketing Strategy
Analytics
Target Marketing
Crm
Ppc
Karen Sherrill Education Details
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Johnson & Wales UniversityBusiness Administration
Frequently Asked Questions about Karen Sherrill
What company does Karen Sherrill work for?
Karen Sherrill works for Workhuman
What is Karen Sherrill's role at the current company?
Karen Sherrill's current role is B2B Marketer | 7X Demand Gen Leader | Team & Growth Builder | Ex-Tripadvisor.
What is Karen Sherrill's email address?
Karen Sherrill's email address is ks****@****bjs.com
What schools did Karen Sherrill attend?
Karen Sherrill attended Johnson & Wales University.
What skills is Karen Sherrill known for?
Karen Sherrill has skills like Product Marketing, Direct Marketing, Website Development, E Commerce, Social Media, Strategic Partnerships, Salesforce.com, B2b, Online Marketing, Sales, Trade Shows, Start Ups.
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