Katherine Mcbride Email & Phone Number

Menlo Park, California, United States

Enable outbound and inbound planning for the business product marketing organization focused on small businesses including product prioritization across cross-functional teams including business, sales, marketing and product.

Menlo Park, California, United States

Lead team and work cross-functionally to develop and implement Go-to-Market Programs across family of Facebook products for Business Product Marketing organization.

San Francisco Bay Area

San Jose

Orchestrated complex go-to-market (GTM) campaigns to drive awareness and adoption of strategic product features and services aligned with product road map and company performance goals. I was responsible for targeted marketing and communications to support thrice annual product and service announcements. Key Accomplishments:• Developed GTM mission, strategy, and operating principles• Strengthened messaging framework by adeptly meshing corporate narrative with clear business value propositions aligned with company priorities.• Delivered consistent product positioning, messaging and creative assets for global partners to leverage regionally.• Ensured all on/off site digital marketing assets including email, web site, paid search, SEO and social creatives were developed in alignment with corporate brand guidelines.

San Jose, Ca

Led marketing communications team to deliver key product and service updates through digital marketing and events to drive engagement with the largest business sellers, representing 40% of North America Gross Merchandise Volume:• Developed email marketing campaign strategy and custom website • Produced editorial calendar to span across all business activities and align campaign messaging and creatives.• Oversaw creative development of email communications and graphic assets for all digital and social marketing.• Introduced improved tracking and ability to measure success of campaigns • Executive produced user conference - eBay Open - designed to drive engagement, reignite excitement about selling on eBay and grow adoption of key company initiatives.

San Jose

Spearheaded marketing and communications and ran strategic and engaging seller experiences for top eBay merchants. Established standardized, scaleable external marketing campaign framework:• Implemented Marketo to automate drip campaigns and provide metrics to optimize email marketing. • Leveraged Google and Marketo analytics to ascertain success of web content and email campaigns.• Instituted business webinars held quarterly to prepare sellers for upcoming changes and specific retail seasons.• Attracted new brands and increased engagement with existing large accounts by developing sales enablement content and marketing material including customer testimonials (video and written), custom vertical presentations, one-pagers and case studies in digital format. http://youtu.be/j2B0XC8Dw3s

Ebay Inc.

Led a ten member team to build a scaleable Deals program that grew from $300M to $1B in sales by 2015:• Responsible for end-end business operations, inventory sourcing, budget, P&L planning, brand development, home page presence, on/offsite marketing, product improvement, mobile experience, seller relations, and core reporting and analytics.• Optimized operations including back-end improvements to schedule management, sourcing, vetting new participants, and deal pricing methodology• Determined marketing and promotions cadence and content• Managed subsidy budget, executive updates + level setting, organizational structure, weekly/quarterly reporting and financial reconciliations

Created an online developer network to connect small business merchants with developers’ marketing and technical skillsets.

Managed 25+ strategic marketing partnerships and complex loyalty program development for some of the world’s largest consumer brands — Hershey’s, Coke Germany, Paramount Pictures, XM Radio, and Royale Canada. Program elements included digital advertising, homepage takeovers, co-branded, regional web stores and custom auctions (in-person and online): • Generated $20M+ in revenue, 200k new eBay users, 240k+ program registrations, 65k+ marketing opt-ins • Directed partnership with Transformers movie, delivering $8M in value through a program featuring many eBay “firsts.”

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Graphic Design