Leslie Ferry Email & Phone Number

Washington, Dc, Us

Brize, a continuous learning platform, leverages the GROW performance coaching framework to guide individuals through each career stage. Our digital-first approach is rooted in self and others awareness, which not only reduces learning curves and their associated anxiety, but also accelerates decision-making conficence, persuaviseness and influence, collaboration, and goal achievement. Theses benefits lead to continous career excitement, sense of purpose, and satisfaction.From entering the workforce to managing others to inspiring leadership and every stage in between, our comprehensive approach has every individual covered.

• Researched the viability of disruptive AI-powered services in the digital forensics and employee engagement industries, analyzing prospective customer frustrations and the competitive environment. Defined a success-based product development road-map built on market opportunity analysis.• Defined and continually optimizing application interface through one-on-one usability research and usage statistics.• Developed and executed go-to-market strategies, including branding, target audiences, pricing, package components, communication channels, and Sales enablement strategies.

Executive team member responsible for corporate transformation through innovative product, brand and global marketing strategies.• Served as change agent for corporate branding, enterprise & consumer product marketing, lead generation, marketing operations, public relations, social media, and content development.• Established cross-functional business intelligence (BI) team to implement analytics driven decision-making. Defined key performance indicators (KPIs) for enterprise and consumer customer acquisition and engagement, which led to more efficient enterprise prospect targeting and consumer mobile app optimization and engagement strategies.• Led the development of enterprise customer persona and customer journey maps to optimize lead generation strategies, shifting communication channel mix to drive 25% ROI improvement. • Collaborated with Sales to refine go-to-market strategies across global geographic regions, channels, and market segments; including the development of reseller content and training strategies to drive performance improvement. • Managed market perception brand study to measure enterprise and consumer customer awareness and loyalty to determine potential corporate strategy expansion impacts.• Spearheaded 3-year internet of things (IoT) strategic plan development.

BroadSoft, Inc. 2008 - 2014 Vice President, Marketing Recruited, pre-IPO, by former colleague to lead the Marketing organization of this industry leading, global communications software company. Worked with CEO and executive management to strategically steer corporate identity and brand repositioning from a technical, network transformation provider to the leading unified communications services provider. • Designed, built and expanded go-to-market practice, collaborating with customers to define their market entry strategies. Included offer segmentation & definition, sales enablement, digital marketing and lead generation. Increased license sell-through from 20% to 36% year-over-year. • Developed, managed, and executed integrated marketing strategies that enhanced corporate identity and increased brand awareness of rapidly expanding services capabilities, including industry analyst, domestic & international press, and social media. Increased followers 100%. • Defined and optimized lead generation and customer upsell strategies across channels, including industry events, customer & prospect seminars & webinars, webcasts, paid advertising, and search engine marketing. Increased customers 114% both organically and through acquisition. • Led developer community relations, including developer acquisition, engagement, and retention, annual incubator program, and apps marketplace.• Transformed corporate identity, bolstered messaging, designed new brand logo, and defined new brand guidelines. • Served as General Manager of acquired web-conferencing company with full P&L oversight. Led cross- functional integration team, ensuring customer retention and satisfaction.

Added as a key member of the senior management team of this online recruiting company following a successful Series A fund-raising effort. Recruited to lead marketing growth strategies and manage rapid internal expansion. • Defined and built marketing organization, growing team from 3 individuals to 17. Responsible for product management & development, web design, consumer and business advertising, and web traffic monetization.• Led customer acquisition strategies using multiple media outlets including paid search, banner advertising, SEO, affiliate marketing, Direct Response TV and PR activities. Improved ROI and grew site traffic by 150%. • Prioritized product roadmap, overhauling the online job application process and a website redesign in 6 months.• Completed market perspective brand research initiative, defining enhanced corporate identity, strengthened messaging and brand guidelines.• Directed business-to-business lead generation strategies, supporting 140% revenue growth.• Managed advertising Sales team, growing annual revenue 167% and recouping 90% of consumer acquisition costs.

Recruited by founder and former CEO of CareerBuilder to lead the marketing efforts for this next-generation online recruitment service. Attracted over 350K unique visitors and 200 corporate customers in a single test market in the first 6 months.• Founding member of the senior executive team who designed, built, and launched this Web 2.0 recruitment service.• Defined functional requirements and set development roadmap priorities, introducing new product functionality on a 3-month development cycle following initial introduction.• Led consumer acquisition initiatives including online, print, radio, and grass-root campaigns, delivering 100% month-over-month website visitor growth.• Defined and implemented brand strategies and guidelines.• Directed strategic planning for business-to-business lead generation initiatives, including online and offline prospect seminars, direct mail and email campaigns, growing attendance 10% in new markets.• Managed initial company launch as well as ongoing press coverage.

A senior executive for this $200M Internet services company during its transformation from industry monopoly to open market competitor. Supported the expansion of Internet product offerings from domain name registration services to web hosting, and email services.Vice President, Customer Experience• Developed and implemented the strategic direction of the company’s website, which produced over 97% of total revenue. Restructured the website architecture and modernized its design to align with a revitalized brand image.• Achieved 110% customer acquisition and retention objectives utilizing online advertising, email, and direct mail marketing campaigns.• Optimized marketing programs to increase top-line revenue and bottom-line profitability, increasing take rates by 25%.• Guided post-acquisition contact management strategies for order confirmation, product activation, and ongoing customer education. Improved customer satisfaction to over 90% and reduced churn by 15%.• Managed a team of Marketing Specialist and 3 advertising agencies.Director, Customer Service Program Management• Hired, developed, and set priorities for team of Program Managers responsible for Customer Service, Outbound Telemarketing, Field Communications, Training, and Quality Assurance.• Supervised the development and implementation of a new-hire training methodology, increasing average final test scores to 92%, a 15% increase.• Introduced incentive programs resulting in 400% growth in sales to $500K monthly, and improved operating income by offsetting support costs.• Instituted a quality assurance and coaching program for all Customer Service Representatives to ensure a consistent customer experience.• Reduced Customer Service abandonment rates from 36% to 6% and average talk time from 15 minutes to 9 minutes, resulting in a 75% reduction in call abandonment.

Joined CareerBuilder while it was outside of the top 10 online recruitment services, and in 3 years helped to catapult the company into the #2 position and grow annual revenues to $140M.• Developed and executed comprehensive marketing plans, growing annual revenue by 200%.• Designed and implemented new product launches, refining as needed through functionality enhancements, pricing adjustments, and promotions to support revenue objectives.• Built cross-functional consensus for marketing initiatives and product development priorities, expediting market delivery.• Conducted product concept focus groups, user interface testing, and quantitative customer satisfaction research to support product and communication campaign strategies.• Directed the strategy and execution of lead generation initiatives including online and offline prospect seminars, user conferences, and trade shows for 250 account executives, increasing the volume of quality leads by 30%.• Championed customer retention task force for post-merger integration, achieving 90% retention rate.

Joined the world’s second largest telecommunications company in a finance role, managing the marketing expenses, balance sheet accounts, and pricing strategies for the company’s $6B consumer business unit. Recruited to join the product marketing team for one of MCI’s most successful consumer programs “Friends and FamilySM.”Sr. Marketing Manager• Developed and executed product and promotional campaigns using traditional sales channels, growing consumer sales by 25% year-over-year.• Matrix-managed functional areas during initial product development and ongoing sales, including Business Analysis, Sales, Marketing Communications, Financial Reporting, IT, and Billing.• Ensured brand guidelines adherence.• Conducted consumer research for product concepts, post-product introduction, and advertising and direct mail effectiveness.Sr. Financial Analyst/Staff Accountant• Analyzed profitability of proposed long distance and local toll products.• Developed marketing expense forecasting model and managed monthly expenses.• Developed a monthly Balance Sheet reconciliation process and reporting package.• Reconciled monthly main disbursement and promotional certificate bank statements.

Mba, Marketing

Bba, Accounting