Nancy Master Email & Phone Number

Austin, Texas, United States

Newcastle Upon Tyne, Gb

Advances market penetration and growth of the company’s cloud (SaaS) accounting and financial management software revenue within the nonprofit sector.• Manages the development and execution of nonprofit vertical and micro-vertical (human services, faith-based, education, etc.) marketing strategies resulting in 30% year-over-year growth for over five consecutive years.• Cultivates customer advocates/champions, creating dynamic customer case studies from metrics-driven customer interviews and customer relationship building. Manages the customer advisory board.• Develops micro-vertical penetration campaigns consisting of campaign strategy development, content development and campaign execution with demonstrated growth post-launch in these nonprofit sub-segments. • Executes integrated marketing plans and collaborates cross-functionally to deliver messaging, content, demand generation campaigns, web and digital marketing, inbound marketing, social media, PR, tradeshows/events, marketing communications, and sales enablement for our direct sales and channel partners.

San Jose, Ca, Us

El Dorado Hills, Ca, Us

Developed and launched the first formalized marketing plan for RFgen, a small global enterprise mobility software company selling direct and indirect through 140 channel partners worldwide.• Developed and executed the marketing strategy that resulted in increasing revenue from $4M to $11M.• Launched an inbound marketing strategy with a new optimized website, newly established social media channels, marketing automation (HubSpot), and content strategy that doubled website traffic and lead volume within 90 days of launch.• Executed integrated marketing plans including branding, messaging, content development, web and digital marketing, social media, PR, tradeshows, marketing communications, sales enablement, events, new business demand generation, customer marketing, and channel partner marketing.• Grew the certified partner network by 20% by launching partner recruitment and activation programs.

Newcastle Upon Tyne, Gb

Directed the new business demand generation, customer marketing and channel partner marketing activities for the Sage business unit that sells human resources management system (HRMS) software. Rebuilt the entire go-to-market strategy from the ground up incorporating social media, inbound marketing, content marketing, marketing automation and customer lifecycle marketing into the marketing strategy.• Re-designed the company website resulting in improved SEO, increased traffic and reduced the home page abandonment rate by 25%.• Established the social media strategy, identified key HR influencers, and setup the social media channels. Achieved Klout scores of 40+ within three months of launch and was selected as a 2011.• Eloqua Markie Award finalist in the social media innovation category.• Initiated use of content marketing mapped to the buyer cycle and marketing automation (Eloqua) to increase awareness and move qualified buyer through the buying cycle. Increased lead volume by 154%.• Introduced and developed a customer lifecycle model designed to increase customer satisfaction and maximize add-on revenue enabling the company to achieve 100% of its targeted revenue goals.• Worked with partners to create and deploy co-branded marketing initiatives that resulted in increased revenue from the partner channel.

Round Rock, Texas, Us

Provided internal consulting and best practices expertise to Dell’s small and medium-sized business (SMB) unit on sound customer relationship management (CRM) practices. Partnered with internal brand management, CRM, marcom, online and IT teams, and external vendors to set the long-term CRM strategy and drive progress on CRM initiatives.• Developed three year global CRM roadmap, conducted a CRM audit and a CRM gap analysis that resulted in a prioritized action plan to close gaps and improve marketing effectiveness.• Established global framework and best practices for lead nurturing, scoring and management that reduced sales follow-up time, improved marketing effectiveness and improved business insights. • Served as a key participant in Dell’s Aprimo marketing automation pilot.• Scoped, researched and identified the training vendor and curriculum that Dell will use to improve the direct marketing and CRM skill level of its marketing organization, globally.

Newcastle Upon Tyne, Gb

Directed the customer marketing activities of four ERP software products targeting the mid-market. Initiated loyalty initiatives, CRM tracks, customer events and drove sales leads for add-on products, upgrades, cross sells, training and services resulting in average revenue increases of 15% per year.• Strategized and executed demand generation initiatives including direct mail, catalog, e-mail, online, webcasts, sales collateral and telesales. Utilized internal marcom teams, agencies and freelancers. • Led team that managed over 100 campaigns per quarter, never exceeding the $1.2M annual budget.• Initiated use of innovative marketing tactics such as 1-to-1 variable print, dynamic content, personalized URLs (personalized online experiences), guided voicemail and integrated marketing to increase response rates―including a campaign that achieved a record-breaking 11% response.• Oversaw branding, message/copy development, creative development and art direction of all marketing communications vehicles using market research and customer insights. • Interfaced and collaborated cross functionally with senior management, sales, IT, finance, business insights (BI), product marketing, production and customer support.