Mike Liston Email & Phone Number

Madison, Wi, Us

Madison, Wisconsin, United States

• Architect and manage the marketing tech stack for the Chromatography & Mass Spectrometry Division.• Align business needs to the appropriate marketing technologies within the Divisional Global Marketing organization, ensuring the proper foundation is in place for next-generation digital marketing programs.• Manage the end-to-end process to onboard new technologies into the marketing organization, including research, evaluation, selection, deployment, training, governance, and organizational change management.• Lead strategy meetings with Marcom, Product Line Marketing, Vertical Marketing, Regional Marketing, and Marketing Operations teams during the annual operating planning process to help teams best leverage existing technology platforms and best-practices.• Govern the $1M+ annual marketing technology budget, optimize budget spend each quarter to ensure maximum return on investment, and negotiate annual contract business terms and pricing.• Integrate marketing technology products with each other and with non-marketing systems, identify and consolidate multiple instances of similar marketing technology products, and identify and sunset outdated or unused marketing technology products.• Perform data privacy, security, and compliance reviews of marketing technology products.• Tech Stack: 6connex, 6sense, Adobe Analytics, Adobe Connect, Adobe CQ5, Adobe Experience Manager, Adobe Workfront, Basecamp, BOX, Brightcove, Concur, CSS, DOMO, Eloqua, Google Analytics, Highspot, HTML, Intuit QuickBase, Microsoft Office, Microsoft SharePoint, Microsoft TeamSite, Miro, Motiva, MySQL, ON24, PHP, SFDC, SmartSheet, Verint, WebEx, WordPress, WorkDay, ZoomInfo

Madison, Wisconsin, United States

• Managed a high-quality and high-velocity digital marketing demand center. The team developed, deployed, and tracked over 1000+ digital marketing projects annually. These tactics contributed over $245M in opportunity revenue and have consistently grown 10%+ year-over-year.• Built comprehensive marketing automation programs that further profiled prospects and customers into specific segments. Marketing created specific content for each segment, which resulted in an increase in email open rates by 3x and click-through rates by 16x.• Coordinated with Corporate Marketing to establish a corporate data warehouse, which became the single point of truth for all contact information. By aggregating contacts across the enterprise, potential reach for our division increased from 250k contacts to over 7M contacts.• Improved customer segmentation data through multiple strategies, including collecting explicit customer preferences, tracking customer digital behavior, leveraging product purchase data, reviewing SFDC data, and utilized 3rd party vendors for data enrichment and new contact acquisition.• Create, design and utilize campaign playbooks for efficient, consistent, and effective marketing programs.

Madison, Wisconsin Area

▪ Established the first eMarketing team for the Scientific Instruments Division within Thermo Scientific.▪ Managed all customer-facing outbound email communications, always-on trigger campaigns, and behavior-based lead nurturing campaigns for 14+ marketing teams.▪ Coordinated the full design and development of microsites used to promote new product introductions, large scientific conferences, and other special marketing initiatives.▪ Managed the creation of product and promotional web pages on ThermoFisher.com.▪ Developed and implemented a test and learn methodology and culture within the digital marketing organization.▪ Expanded the emailable customer database by 78%, growing market visibility and reach.▪ Maintain a strong customer focused approach, mixed with vertical market and regional emphases.

Madison, Wisconsin Area

Developed the internet marketing services offered by Powderkeg Interactive, including: website design, interactive design, website development, content management system integration, client portal development, e-mail marketing campaigns, e-commerce website development, search engine optimization, search engine marketing, social media marketing, and website statistics analysis.Consulted on the creation of over 200 websites, focusing on: improving overall web presence, creating internet marketing plans, increasing website traffic, obtaining better conversion rates, strengthening brand integrity, monitoring and analyzing website statistics, increasing sales, and/or maintaining and growing membership.Awards#1 Madison’s Preferred Web Development Company – InBusiness Magazine: 2010#2 Madison’s Preferred Web Development Company – InBusiness Magazine: 2009

Ba, Computer Science

Bs, Hospitality And Tourism Management