Melanie Marsden Email and Phone Number

Responsible for the full lifecycle of several internal Sales and Marketing applications, including:Define technical and business requirementsConduct vendor analysesWork closely with engineering, translating customer requirements into development tasksContinuously gather feedback and manage training and support needsPlan application roadmap including integrations with other products

▣ OVERVIEWLead global campaigns and content strategy development/execution supporting VMware’s 3 largest product groups. ▣ KEY ROLESCreate promotional material while overseeing demand generation efforts, content governance and analytics, operational budget, stakeholder relationships, ad copy, and team of copywriters and project managers. Build and manage cross-functional relationships with Product Marketing, Web, Sales, Operations, and Field teams.Manage quarterly budget reconciliation ($750K/qtr) and made key spend decision.▣ HIGHLIGHTS➤ Leveraged hands-on leadership to transform Global Content Strategy function, align Sales teams, integrate tools, eliminate operating silos, and optimize lead pipeline.➤ Introduced content governance model and defined content analytics strategy enabling Field and Product Marketing teams to prioritize asset spend and campaign performance.➤ Built and championed Intel partnership resulting in collaborative campaigns and $350K proposal win.➤ Closed $50K monthly opportunity loss by identifying and closing gap in high-value lead routing; improved budget planning process and third-party license insight by overhauling Marketing CMS.

▣ OVERVIEWRecruited to build and take ownership of AI, Wireless, and Power Electronics campaign content strategies. ▣ KEY ROLESPartnered with Product Marketing, Campaign, and Digital Advertising teams to define content strategy, develop engaging content for technical audiences, and drive product demand. Mapped content lifecycles, developed storylines, set campaign benchmarks, monitored engagement metrics, and reported content performance by channel. Served as primary writer for engineering, data analytics, and ML/AI content. Worked across business lines to define product roadmaps, test new products, pilot content, recommend changes.▣ HIGHLIGHTS➤ Organically grew unique site visitors to 2M—a 29% increase—by authoring and editing value-added content.➤ Generated $225K+ savings by mastering content creation in the ION Interactive platform and eliminating costly external consulting fees.➤ Defined and implemented quarterly content reporting structure with focused testing, innovative pilots, and centralized dashboards for ease of use.➤ Shifted focus from lead conversions to customer journey without decreasing revenue, effectively streamlining the sales cycle while optimizing customer experience.

▣ OVERVIEWLed cross-functional team through integrated marketing campaigns steering content creation, global lead generation, and conversion efforts. ▣ KEY ROLESSupported sales enablement and prospecting activities and performed account-based marketing functions including communication and engagement strategy planning/execution, content gap analyses, marketing analytics, and progress reporting. Organized annual expo and served as EMEA ABM lead for Aero/defense and Automotive industries. Helped Sales organization fully understand its sales tools and derive value from internal reports and prospecting data.▣ HIGHLIGHTS➤ Established strategic relationship with UK field marketing team and repositioned Marketing as a value-added business partner to the Sales organization.➤ Leveraged data, analytics, and automation to improve sales reporting and added hook suggestions for initiating prospect conversations.➤ Wrote machine learning algorithm that helped MathWorks better understand its customers and improve conversion rate by offering more relevant user content.➤ Delivered most successful UK MATLAB Expos, MathWorks’ largest global event, in terms of attendance and revenue.➤ Nominated by Sales teams for multiple recognition awards for creating and supporting successful prospecting campaigns.

▣ OVERVIEWInitially hired to develop web content and online advertising/Google AdWords campaigns; moved to Publishing team in 2013 to eliminate silos of operation, align online journal with core business goals, and drive revenue. ▣ KEY ROLESManaged editorial content calendar for 2 online journals, owned advertising efforts across publishing sites, and participated in HubSpot internal pilot program developing creative assets for demand generation, website calls to action, and managing customer experience. Spearheaded projects to build community throughout Redgate and promote book sales.▣ HIGHLIGHTS➤ Brought leadership to internal creative team by right-tracking projects, refocusing members on business objectives, defining key metrics, maturing the startup culture, and bringing testing rigor to the creative process.➤ Drove 4X click through (CTR) growth for newsletter product ads; boosted traffic flow from Redgate publishing sites to main Redgate website by 10k/month; grew Cloud Computing site readership from startup to 10k/month.➤ Created first SWOT analysis for publishing brands and new content platforms including blog for cloud computing developers and Simple-Talk Magazine accessible in print and through GitHub.➤ Partnered with acquired Journal team to eliminate silos, generate leads, drive traffic, and create revenue streams.➤ Established “TribalSQL” awards and internal events inspiring community and collaboration throughout Redgate.

Volunteer webmaster for North American Artery, a non-profit organization. This includes handling changes to the website and general upkeep.

▣ OVERVIEWServed as the company’s first marketing professional setting up blog, creating web content, and managing editorial calendar for real estate rental-based software company. ▣ HIGHLIGHTS➤ Created first software user guide for non-technical clients and launched company blog promoting internal company culture.