Lora Baker Email & Phone Number

Boulder, Colorado, United States

Ricoh Graphic Communications provides comprehensive solutions for the commercial print industry - printing presses, workflow automation, web to print, & innovative finishing solutions.As the Director of GTM Strategy on this team, I am responsible for:- Bringing innovative marketing campaigns to life that drive SQLs & pipeline.- Driving measurable results that lead to revenue. - Aligning with the sales team, product marketing team & expanded marketing team in building & activating programs that drive impactful results.- Tying marketing activities to incremental annual revenue.- Increasing awareness of Ricoh's innovative product offerings in the market across channels including events, webinars, direct mail, media & more.

Boulder, Colorado, United States

I led a global team in developing and executing a comprehensive B2B digital marketing strategy. By optimizing our multi-million dollar budget and managing large-scale media campaigns, we increased social engagement by over 300% and achieved a 30% improvement in ROI on digital marketing campaigns. Key learnings as an in-house B2B media manager for a tech company: 1. Be open-minded. Lean into external expertise & try new tactics, while making sure that your baseline tactics are fully funded for success.2. Never stop learning. Listen to podcasts, read articles, subscribe to newsletters - including people who have a different view than you.3. Talk to sales - they know what the customers and prospects are asking for. Use that information in crafting your messaging.4. Change out your ads regularly. Watch reach & frequency reports. Even the best ad will show degraded performance if you keep showing it to the same people.5. Build close relationships with vendors & co-workers. Everyone has something to share & teach, as do you. 6. Everyone in your audience is a person. Treat them that way. No one wants to be your "lead" and get added to an email nurture (or worse, get a phone call) just because they clicked on a link to read your high-level listicle.7. Banner ads don't drive brand recognizance nor valuable site traffic.8. Provide useful, educational information without expecting a click to your website. Build that connection to your brand. When your audience is ready to buy, you will more likely be in consideration.9. Lean into on-platform reporting capabilities. There is so much information to glean beyond the 0.4% of the website clickers.10. Thought leader ads (from execs or influencers) are a great way to stop the scroll.11. Be authentic. Think about content that resonates with you.12. Vanity metrics are meaningless. Anyone who knows anything about paid media can generate millions of impressions and thousands of clicks.

Boulder, Colorado, United States

Promoted to lead the in-house paid media team. Our team worked across the marketing organization, aligning with the SEO team, the reporting & analytics team, the field and product marketing teams and the sales team - delivering innovative media strategies designed to hit key marketing objectives & drive pipeline.We used a combination of ABM targeting and wider prospecting to our ICP in order to support growing marketing pipeline across channels. Key channels that we supported include: search, paid social, programmatic display, OOH and direct publisher activations. We supported a full funnel brand-to-demand campaign, building out segmented retargeting strategies to keep our key audiences engaged. We created and activated quarterly media plans with fluctuating budgets and objectives - making sure our stakeholders were able to reach their audiences at scale with content that resonated. Oftentimes we received incremental budgets near the end of the quarter, which we successfully incorporated into our existing campaigns.

Boulder, Colorado, United States

Create meaningful digital media strategies with Brand/Solution messaging to known & anonymous audiences with the goal of hitting specific KPIs. Two months after starting at NetApp, I built out a comprehensive Google search strategy for Azure NetApp Files - a newly launched product, using a segmented non-brand strategy around "azure" keywords - driving immediate awareness & form fill capture upon launch. Activities included successfully bringing all paid media efforts in-house, building out customer journeys based on multiple use cases, guiding effective landing page creation, writing & guiding content team on effective banner copy, analyzing audiences within platforms, building out detailed Adobe Analytics platforms to measure success, managing multi-million dollar budgets, working with global co-workers to execute programs, pivoting on tactics/budgets/strategies when results were not up to par, and reporting back to stakeholders on results.

Boulder, Co

Balanced managing a team of digital marketers with driving strategy and managing campaigns for our largest clients. Increased marketing leads an avg of 20% y/y without budget increases across multiple channels, wrote & delivered detailed strategy documents/reports, regularly analyzed and prepared reports, presented results to C-level executives cementing their commitment to Parallel Path, took over client relationships at risk, understood the value of listening to clients & empathizing with them.

Boulder, Co

As a Performance Media Specialist, I was tasked with managing budgets over $1M for multiple clients. High level actions included: building out detailed paid search campaigns for clients focusing on relevancy from search term, to ad copy to landing page; managing keyword level bids & daily budgets in order to drive best performance for clients; building highly relevant Facebook campaigns; delivering weekly & monthly performance reports to clients.

Boulder, Co