Ken Barna Email & Phone Number

Washington, DC, US

Washington, DC, US

• Led demand gen strategy, paid media, email lifecycle, e-com growth and analytics for LoopNet, the #1 commercial real estate marketplace.
• Led and mentored marketing team, Oversaw marketing budget and directed agency and internal resources responsible for media activation. Maximized sales leads, e-commerce transactions and ROI.
• Increased web leads 268% YoY and total leads from all channels by 70%, doubling the organizational goal.
• Activated data-driven campaigns and introduced innovative channels achieving an all-time high in leads (Feb’ 24) and revenue from leads.
• Collaborated cross-functionally with product team to identify and optimize conversion of e-commerce sales channel, growing marketing sourced e-commerce revenue by 45% YoY.
• Published a co-branded study with Google and launched an integrated marketing campaign that drove over 1,500 leads.

Valley Forge, PA, US

• Established the first B2B demand generation strategy for the Institutional Investors division (IIG) of Vanguard.
• Developed lead scoring methodology to surface the most highly engaged, sales-ready prospects and hand off to sales via CRM.
• Increased web leads by 107% YOY and decreased form abandonment rate over 20% through web form optimization and UI enhancements.
• Directed third party lead generation agency and launched multiple prospect generation and SDR outreach campaigns.
• Partnered with Gartner, a leading B2B consultancy, to design and deliver several marketing staff upskilling workshops on the topics of Demand Generation, Account Based Marketing and crafting High Value Offers.
• Selected by CMO to present at the Vanguard Marketing Summit. Session was attended by more than 160 marketing colleagues.

Potomac, Maryland, US

• Head of Marketing for a hotel data analytics startup focused on helping hotels fine tune their revenue strategy and increase net revenue.
• Published and distributed several acclaimed hotel industry studies that drove awareness for the startup company’s proprietary hotel database.
• Partnered with sales to implement marketing automation campaigns to nurture Marketing Qualified Leads (MQLs) driving more sales demos.
• Planned, produced and executed demand generation program that increased leads 250%. Grew email database (+80%).
• Wrote press releases and designed product marketing sales collateral for print, web, video, email and sales presentations.
• Increased SEO traffic 40% YoY and doubled (+100%) website sessions 2019 vs. 2017 - all growth via earned media.

Southlake, Texas, US

• Capped off a 10 year run at Sabre Hospitality with 3 promotions gaining experience on both the digital agency and in-house marketing teams. As Director of Digital Media, I ran the paid media team at Sabre's digital.
• Built, mentored and coached a high-performing team of 12 media planners and ad-operation specialists to achieve client ROI goals and customer success.
• Responsible for managing hotel clients’ performance marketing plans in excess of $13M and grew department revenue by 25-40% annually.
• Directed the strategy and operations of the agency’s performance marketing department serving hundreds of hotel & resort clients globally.
• Served as thought leader for display, retargeting, video, and paid social advertising (Facebook, Linkedin, Youtube, etc.).
• Co-presented a session with Tripadvisor titled Best Practices in Online Reputation Management at Sabre’s Customer Forum in Las Vegas.

Southlake, Texas, US

• Provided the vision for development of a series of highly visible product line videos featuring our technology in a more modern and engaging fashion.
• Served as client-side producer, collaborating with the video agency including scripting, storyboarding, voiceover selection and multiple rounds of edits to deliver the final motion graphic or live shot video asset.
• Wrote, edited and managed company website content, as well as oversaw the search engine marketing team’s efforts to ensure optimal visibility.
• Designed and developed digital advertising creative working with internal and contractor design resources
• Partnered with external agency to perform a Brand Perception Study resulting in the new company vision statement and base for future core messaging.
• Worked with internal research department to execute our annual Customer Satisfaction Survey.

Southlake, Texas, US

• Oversaw the digital media department consisting of eight full-time resources.
• Pitched online media plans and creative to clients in-person or virtually.
• Partnered with the design team to develop creative and messaging for media campaigns.
• Researched new media channels adopted by the client base, as well as the implementation of new industry tools needed by the department to maintain growth trajectory.
• Developed departmental processes, as well as the day-to-day management of staff including hiring, performance reviews, training, etc.
• Presented at our Hong Kong Customer Event as the media subject matter expert.

Southlake, Texas, US

• Researched, evaluated online media opportunities, and formed relationships with viable media partners.
• Negotiated favorable pricing adding value to clients’ online media programs.
• Developed concept and copy for online advertising campaigns including display media, eNewsletters, and text ads.

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