Larry Larusso Email & Phone Number

Raleigh-Durham, North Carolina Area

As JMP’s Global Content Manager, I oversee the creation and maintenance of marketing content for all of our communication channels, including web, direct marketing collateral, digital communications and YouTube. I also conduct regular, comprehensive content audits, evaluating content on both quantitative and qualitative measures to ensure only the best content is surfaced to users and prospects. I also manage the production of many new resources (white papers, webinars, articles, etc.,) and manage subject matter experts and third-party freelance writers.Notable Accomplishments:• Helped launch our company’s first employee-focused intranet site, Inside JMP, serving as its first editor. Created popular features that highlighted employees in their jobs and outside of work. • Helped drive JMP’s transition to industry-based content, delivering a more relevant experience for users and prospects encountering JMP in digital channels. • Created and rolled out global tagging process – across all channels – that allowed users to surface up content most relevant to them, including industry, job role, capability, product, etc. • Established process to deliver post-event content recommendations to sales staff to use in follow up conversations with registrants after virtual events.• Initiated a refresh of our popular JMP Resource Center. Effort leaned out content on these pages, removed all underperforming resources, and highlighted our strongest assets in a new promotional “tray design” to garner more clicks.• Conducted a number of analytical experiments to determine most effective communication vehicles and methods, including gating v. ungating resources, form completion tests and other experiments to improve content performance.• Helped execute a complete JMP Rebranding efforts in advance of our latest software release and rolled out to marketing teams around the world.• Marketing/Comms rep on Web Strategy team to present the optimal web experience for visitors.

Raleigh-Durham, North Carolina Area

Joined SAS Advocacy Marketing to lead the company’s global retention marketing efforts. In this role, I direct a talented team of marketers and event professionals responsible for growing SAS knowledge and loyalty in our user base. Programs under my direction include multi-touch nurture campaigns, designed to carry users through the optimal customer journey; account-based marketing to foster relationships with our most valuable customers; regional, local and in-house users group programs and events; customer loyalty marketing; and support of our global Customer Success Organizations and User Communities. These efforts help to build an active, growing community of SAS advocates and protect SAS’ renewal rates. Notable Accomplishments:• Developed and implemented the company's first global on-boarding program. The program is designed to introduce SAS to new customers and highlight dedicated resources to help them thrive. • Created and executed SAS' first novice user campaign, designed to help increase satisfaction rates and address top pain points with new users. The campaign helps new customers learn the basics of SAS software, shortens their learning curve and keeps them up-to-date on the products installed at their site. Novice users who received the campaign saw a 150% increase in Net Promoter Scores after less than six months.• Led SAS’ Global Retention Marketing Team. The team is tasked with developing a global retention strategy and developing standardized deliverables to assist with global retention and loyalty efforts. • Helped launched SAS’ first account-based marketing efforts to a select group of top global customers. This program delivers a highly targeted marketing plan specifically focused on serving and growing strategic accounts.• Grew SAS user group attendance per event by more than 10% year-over-year in the first quarter on job.• Marketing representative on the Global Social Media team; share best practices and develop corporate initiatives.

Raleigh-Durham, North Carolina Area

Served in a leadership role on the Customer Experience (CX) Strategy team and managed the company’s external user communication efforts.CX Strategist – one of 13 leaders across the company recruited to work on a multi-year effort to develop and implement a global CX strategy and “re-imagine” our communication efforts across channels. Directed academic experience sub-team. Led corporate-wide effort to deliver personalized content to users.User Communications Manager – Developed and managed SAS’ external user communications strategy, defined corporate priorities and disseminated globally. Served as managing editor for SAS' learning and technical newsletters and blogs; developed and executed content plan for SAS' largest events.Notable Accomplishments:• Implemented a new strategy focused on improving the customer experience across all phases of the customer journey.• Led sub-team to create new academic experience for students and professors, including a re-brand of SAS’ Global Academic Program, a web site redesign, a new content marketing plan and a re-launch of academic blogs. Resulted in a 70% increase in web traffic in 6 months.• Developed and implemented a strategy to deliver personalized content to users based on preferences, interests and role. Implemented process to secure information to better know our customers and a number of projects to deliver relevant content, including personalized newsletters, communication campaigns and a personalized web experience.• Grew blogs: 47% in posts, 72% in pageviews, 192% in social shares, and 25% in time on page in 3 years.• Selected for "The 140," a global program of the most influential social media marketers. Social media certified, now serving as social media ambassador.• Created student blogging program, a critical resource for HR’s university recruiting program.• Brought culture of analytics to external user communications, including a plan for engagement metrics and content scoring.• SAS Brand Champion.

Raleigh-Durham, North Carolina Area

As a senior leader reporting directly to the Vice President of SAS Education, my role included developing strategies for and executing marketing and communication plans to promote SAS Education's courses, certifications, and events. Directed a team of marketing, web, social media and communication professionals.Notable Accomplishments:• Created and increased demand by executing digital and direct marketing plans, print collateral, direct mail, and email. Net lift for campaigns regularly exceeded $1M in additional revenue each year.• Raised the visibility of the Education Division through external communication efforts, including original content creation for print and web, social media, writing and editing of blogs, and publishing monthly training and certification newsletters.• Directed the division’s social media strategy, writing original content, managing multiple properties, growing customer engagement, and recruiting and coaching contributors. Team was the first formal social media team at SAS.• Managed annual Analytics Conference, including event branding, project management, communications, marketing and promotions, signage, registration, logistics, and budgeting. Grew attendance from 324 to more than 1,000 customers and more than tripled revenue.• Generated demand and facilitated e-commerce through Education’s Web channels. 85% of revenue from web channel.• Created a culture of analytics for our organization, implemented “learn something” standard for every marketing touch and performed extensive testing and measurement. • Grew Training newsletter from 8,000 to more than 60,000 subscribers.• Developed SAS Education How-to Video Tutorials, 400+ videoes generating >1M views a year. • Developed strategic marketing plan that grew SAS Certification Program every year. Marketing Manager (Communications and Events), 7/08 – 6/10; Sr. Marketing Specialist, 10/02 – 6/08; Marketing Specialist; 12/01 – 9/02; Associate Marketing Specialist 8/00 – 11/01

Chapel Hill, Nc

Responsibilities:• Charged with conceiving, promoting, and executing a variety of free and for-fee programs to support the University of North Carolina General Alumni Association’s membership retention and acquisition goals. Included budget development and management.• Served as lead writer for Programs Team writing copy for brochures, the Web, and stories in the Carolina Alumni Review.• Directed the Alumni Travel and Educational Enrichment Programs.• Managed the Association’s Young Alumni Enrichment Program.Notable Accomplishments:• Conceived, launched and managed the UNC General Alumni Association's Young Alumni Program that included Career Services, Travel and Enrichment Programs. This demographic had been largely underserved in the history of the Association.• Launched several of the Association’s most popular programs, including The Writer Within You: Seminars on Creative Writing (authors included Sarah Dessen, Bland Simpson, and Spencie Love), The History of Basketball at UNC (guests included Dean Smith, Woody Durham and countless former UNC basketball players and coaches), and the Civil War Series. Each program generated extensive interest from area news organizations.

Bachelor Of Arts (B.A.), American History (United States)

Master Of Arts (M.A.), American History (United States)