Over the past 13+ years, I have built an extensive career in GTM operations strategy and execution. I have worked with a variety of companies in different industries, ranging from small startups to global corporations, both in-house and as a consultant. I absolutely love new challenges, am a life-long learner and am as comfortable leading high-level strategic conversations as much as getting in the weeds of technology to support business needs. My guiding lights are empathy, authenticity, curiosity, and adaptability.Expertise in:- Analysis and development of operational strategy- Collaboration cross-functionally to develop and execute project plans- Ownership of GTM architecture, audits and gap analysis, ensuring alignment with business goals and vision- Delivery, planning, governance, and support for end-to-end GTM optimization- Project Management, development of project plans, timelines, RACI, Gantts- Lifecycle management, RCM implementations, lead scoring analysis and optimization- Technology implementations, migrations, and integrations- Campaign Operations including technical strategy development, email performance and optimization, testing, reporting- Vendor evaluations and vendor management- Training and enablement for both marketing and sales orgs- Managing global teams of direct reports and contractors, I have a passion for mentoring and leadingTechnical expertise including, but not limited to:- Marketo Engage Marketing Automation Platform (12 years)- Salesforce (SFDC) CRM System (8 years)- Tableau- Marketo Measure (Bizible)- Drift Chatbot- 6sense ABM Platform- RingLead Data Orchestration- Zoominfo- Salesloft- Conversica- Knak
Secureworks
View- Website:
- secureworks.com
- Employees:
- 1215
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Senior Manager, Marketing OperationsSecureworksUnited States
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Senior Manager Marketing OperationsFarmer'S Business Network, Inc. Feb 2024 - PresentSan Mateo, California, UsDeveloped team charter and functional pillars for a digital marketing team of 6 people; owned requirement gathering, definition and prioritization for MarOps roadmaps, and led execution of MarTech strategy and projects including resolution of day-to-day risks and issues that are obstacles to deliveryManaged the complete spectrum of marketing operations, including marketing automation, lead management and scoring, data analytics and change management to drive greater efficiencies across teams and within systems - Marketo, SFDC, Bizible, Tableau, Ad Platforms, and moreCollaborate with leaders across Marketing, Sales, IT and BUs on data and process architecture; stay current on emerging capabilities to continuously uncover new opportunities to increase Sales and Marketing productivity through innovative technology solutionsSupport the development and automation of a performance tracking framework for Marketing leadership with a mix of Bizible, Tableau, SFDC Dashboards and Marketo reportsIdentify and establish best practices, processes, and tools that streamline marketing operations, elevate productivity, and refine campaign execution for a team of 8+ campaign and content managersCoordinate with campaign operations manager and campaigns teams on email and SMS execution, develop A/B testing strategies and tracking, report on metrics across 5 business units -
Architect, Demand TechnologyAnnuitas Apr 2023 - Dec 2023Atlanta, Georgia, UsManaged 3 clients with 10+ projects simultaneously while with ensuring deliverables are met successfully and on-timeServed as strategic advisor on automation, data, and process improvements to advance marketing maturity, improve reporting, and increase tech stack optimizationManaged ANNUITAS MarTech stack and campaign operations, monitored and optimized email performance, owned the Marketo database, administered Salesforce CRM systemOversaw implementation of RCM / lead lifecycle, scoring, nurture / engagement programs, integrations, and scalable marketing programs in support of client needs, managed internal and offshore resourcesLed client meetings and presentations speaking to both technical and non-technical audiences, developed documentation and lucid charts on project deliverablesCollaborated with strategy, analytics, marketing, and sales teams to solve complex business needs and ensure we hit target goals -
Senior Manager, Marketing OperationsSecureworks Nov 2020 - Feb 2023Atlanta, Ga, UsStrategic technical advisor for global team of 80+ digital, field and event marketer, developed and delivered training for marketing and sales to improve techstack utilizationOwned and administered MarTech stack of 40+ tools including Marketo, Drift, 6sense, Zoominfo, SFDC, and RingLead, plus 8+ tools for campaign operations that increased marketing’s efficiency by 80%Led migration from Eloqua to Marketo Engage including RCM / lead lifecycle, scoring, integrations and templates, increasing marketing efficiency by over 50%Developed strategic plans and led projects cross-functionally, collaborated with stakeholders from IT, SalesOps, WebDev, CRM, and BI to create roadmap and ensure alignment of marketing operation objectives with broader organizational strategySuccessfully recruited, onboarded, and developed MarOps talent, grew our marketing operations team from 1 to 4 within 2 years, managed internal and offshore resourcesPerformed technical audits and gap analysis’, identified and evaluated new tools and technologies, managed vendor relationshipsDesigned end-to-end process to support campaign operations including emails, chat bot, routing - increased email deliverability to 98%, improved performance by 10%, increased lead generation by 60%Created custom Marketo and Salesforce reports and leveraged Tableau to summarize and present data, measuring against business KPIs
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Marketing Manager, OperationsKorn Ferry Dec 2018 - Nov 2020Los Angeles, Ca, UsSupported campaign operations for a team of 100+ global marketers with complex program builds including forms, landing pages, emails, and engagement programs in Marketo and SFDC campaignsProvided governance, process, and consultation for optimal tech stack architectureEnsured alignment of Marketing and Sales on lead follow-up and SLA's; implement operational processes and manage lead routing in Salesforce; train sales members and ensure complianceBuilt email campaigns leveraging Knak, strategized and implemented A/B testing, email performance reporting and recommended optimizationsManaged Marketo database including limit adherence, data standardization, and custom SFDC syncWorked with creative and branding teams to develop new landing page and email templates, improving customer experience and conversions -
Marketing Operations ManagerStrategy Execution Dec 2018 - Dec 2019Arlington, Va, UsEnsured alignment of Marketing and Sales on lead follow-up and SLA's; implement operational processes and manage lead routing in SFDC; train sales members and ensure complianceEmail Marketing - Build email campaigns, strategize and implement A/B testing, report on success, and implement programs to improve deliverability; email deliverabilty increased from 92% to 99%Managed Marketo database - Quarterly system clean-ups, data standardization, implemented a suppression process with CRM to remove unwanted records from MarketoDeveloped creative solutions to tackle new acquisition and lead scoring challenges in a growing marketing teamImplemented segmentation to improve system processing and utilize dynamic content based on region, buyer interest, etc.Strategized and oversaw the implementation of SFDC campaigns for tracking and reportingWorked with creative and branding to develop new landing page and email template -
Marketing Automation & Marketo ManagerBeyondtrust Jul 2016 - Nov 2018Johns Creek, Georgia, UsIntegrated Marketo with 3rd party technologies including Brightverify, managed the Marketo database, performed database audits and executed on data hygiene projectsExecuted on multi-channel marketing campaigns, including lead scoring, emails, events, webinars, and lead nurture in MarketoAchieved an 8% increase in email open rate through rigorous A/B testing strategies and execution and improved email deliverability from 93% to 98% Worked with SalesOps team to standardize and optimize procedures for lead management, enabled sales with integrated tools such as Conversica, developed report and dashboards for increased visibility into pipeline process and conversionsEnsured consistency between Leads, Contacts, Opportunities, and Campaigns in Salesforce for effective reporting and attribution -
Marketing Automation & Marketo Campaign ManagerImprivata Oct 2014 - Jul 2016Waltham, Ma, UsIn May 2015, the company I worked for, HT Systems, was acquired by leading healthcare security company Imprivata. At that time, I became a core part of their Marketing Operations department. Owned the database in Marketo to ensure data integrity and hygiene, managed integration with Salesforce CRMBuilt, analyzed, and optimized lead nurturing, working with key stakeholders to develop the optimal technical implementation with an eye on continuous improvementManaged the lead scoring model, as well as monitor and optimize it to increase success of lead quality, volume, and delivery of MQLsManaged ticketing system in support of demand generation campaigns and eventsDeveloped a marketing campaign that generated 289% more leads over previous campaigns at HT Systems, prior to acquisitionImplemented data-driven analysis of marketing programs which led to an increase in the success of our campaigns overallCreated the company's new website and managed the transition -
Marketing ManagerDocuphase Sep 2011 - Jun 2014Clearwater, Florida, UsManaged the Marketo system including program execution, lead scoring, integration, etc.Strategized and executed a content marketing plan - 3 of these blog posts became part of the top 8 most viewed pages on the website2x increase in inbound leads with an innovative marketing strategyTripled our unique site visitors via Google - from 16,556 to 43,627 within 2 yearsAchieved first page results for our top keywords in a highly competitive environmentCreated new product release campaign that increased registrants by 2x over previous campaigns and received direct purchase interest response from attendees
Sam I. Education Details
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Eastern Michigan UniversityPsychology & Business
Frequently Asked Questions about Sam I.
What company does Sam I. work for?
Sam I. works for Secureworks
What is Sam I.'s role at the current company?
Sam I.'s current role is Senior Manager, Marketing Operations.
What schools did Sam I. attend?
Sam I. attended Eastern Michigan University.
Who are Sam I.'s colleagues?
Sam I.'s colleagues are Fahem Khan, Thomas Hynes, Anuradha Bajpayi, Johnathan Porter, Hisayoshi K., Matthew Willig, Vlad Matei.
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