Kathy Parker Email and Phone Number

Led the team responsible for reporting, analysis and optimization of key marketing programs and tactics. • Utilized measurement tools, including iSpot, Competitrack, Google Trends, Adobe Analytics and Brand Total to monitor performance of media tactics and ensure optimal program effectiveness and efficiency • Collaborated with various agencies and vendors to develop measurement plans, establish KPI’s, gather competitive intelligence, deliver key insights, present campaign results and optimize paid media spend• Made data based marketing program recommendations with the objective of improving conversion rates, increasing sales, and ensuring customer retention

Oversaw the management, reporting and optimization of marketing dashboards, KPIs and qualified lead development.• Utilized Salesforce and Power BI to monitor and analyze campaign effectiveness and Demand Generation (Demand Gen) performance • Worked with Digital Marketing Manager to analyze website performance and provide key insights and recommendations to drive improvements in traffic and conversion rates• Supervised and managed team of lead development representatives that increased sales appointments by 157% and pipeline for the mobile products business by 51% from the previous year

Lead marketing analytics and reporting function to ensure business objectives are met and to maximize the ROI on marketing spend.• Work with marketing teams (Advertising, web, sponsorship and events, PR, social media/digital, channel marketing, solutions marketing and field marketing) to determine the correct KPI’s. Develop dashboards and processes to measure these KPI’s• Use Salesforce to monitor and analyze our Demand Generation (Demand Gen) performance• Utilize Power BI and Alteryx to consolidate data from disparate systems to provide an overall picture of performance• Use WebTrends Web Analytics tool and Sysomos Social Analytics platform to measure customer’s digital behavior on Facebook, YouTube, and Twitter and their attitudes towards our brand• Drive predictive analytics program to generate actionable insights using Mintigo's Predictive Marketing Platform• Provide reports for the CMO, CEO and Board of Directors

Managed marketing analytics and reporting to ensure business objectives were met and to maximize the ROI on marketing spend.• Worked with marketing teams (Advertising, web, sponsorship and events, PR, social media/digital, channel marketing, solutions marketing and field marketing) to determine the correct KPI’s. Developed dashboards and processes to measure these KPI’s• Created measurement framework and MS Excel dashboard using weighted aggregate scores and indexes to measure the effectiveness of the customer journey, resulting in an increase in the average deal size by 26% and number of bookings by 8%. Won the 2015 ITSMA Marketing Excellence Award in the Measuring and Communicating Marketing Performance category• Used Salesforce to monitor and analyze our Demand Generation (Demand Gen) performance• Used WebTrends Web Analytics tool and Social Analytics platforms (Sprout, Oracle SRM) to measure customer’s digital behavior on Facebook, YouTube, and Twitter and their attitudes towards our brand• Provided reports for the CMO, CEO and Board of Directors• Hosted the Marketing Academy to educate colleagues on marketing initiatives and upcoming events• Led team in set up of Lead Score methodology in Eloqua for Marketing Automation

Responsible for the measurement plans for digital / social media, traditional media, events, and communications.• Established KPIs in support of fiscal year plans• Implemented and used Media Intelligence tools, Cision, Market360, and Radian6, to capture and monitor media coverage (print and on-line/digital), determine industry trends and automate the identification of untapped opportunities to target more potential customers using traditional and social media• Analyzed data to determine marketing communications effectiveness and drive improvements• Managed and maintained the Avaya.com Newsroom and other corporate sites using Oracle WebCenter• Conducted trend analysis on industry topics to support planning efforts• Managed the $3M agency and SaaS budget. Renegotiated contracts saving $200,000 YOY• Managed and optimized the Sharepoint site to improve team collaboration

Led the measurement and analysis of website performance. • Tracked site traffic and reported activity to identify trends and user behavior using Omniture SiteCatalyst (Adobe Analytics)• Developed automated metrics reports and dashboards in support of Web initiatives and campaigns

Set the strategic direction of the global media measurement program. • Measured and analyzed media coverage to determine trends and identify issues and impacts• Generated and presented measurement reports and dashboards to assess operational effectiveness against competitors• Led meetings to assess team’s progress and in development of action plans• Used Web Content Management Systems (CMS), Documentum and TeamSite, to post news releases and marketing collateral to both internal and external websites• Conducted complex trend and opportunity analysis that was instrumental in driving tone improvements in two key business publications. Led to a 66% increase in MediaSignal in a top business target and over ten million in MediaSignal from executive coverage• Analyzed traffic to feature articles on Nortel.com to identify the greatest opportunities, resulting in a 12% increase in traffic to feature articles• Earned the Nortel This Is the Way Award in Q4 2005 for exemplary leadership by example

Played an instrumental role in the overall transformation of the company website and strategic refocus of 100+ product pages as liaison between marketing and the Web team. • Collaborated as part of a cross-functional team to plan, develop, and launch a new and improved website. Realized a 20% increase in customer satisfaction from site visitors upon completion of the project. Met objectives in development and executed project on time and under budget• Developed the Telecom 2003 microsite/press site in collaboration with communications primes. Devised project objectives, plans, schedules, and technical logistics, and led team in production of pages, graphics, and virtual tour. Generated 8,000 page views by show end• Drove a 74% increase in traffic to media and news pages and a 27% increase to the main Media Center page after designing a revised media section on Nortel.com• Maintained online newsroom and posted releases, case studies, feature articles, and media events

Oversaw the global news release approval and distribution function; streamlined processes, edited releases, and coordinated distribution. • Designed and implemented a digital platform, utilizing eRoom, that streamlined operations and drove time-efficient collaboration across a team of 300 marketing communications primes• Reduced news release error rate to less than 1% by automating and optimizing the approval process. Generated annual savings of $369,000 and cut the number of resources needed to support the process• Spearheaded logistics of 26 major webcasts and media events with more than 12,000 participants, including multibillion dollar acquisitions/divestures, earnings, and major product launches• Earned the Nortel Communicator of the Year Award: Best Global Operations Prime and the Nortel Pride Award for outstanding performance in 2000