Sarah Lang Email & Phone Number

Bellevue, Wa, Us

A customer-centric professional who builds an engaged, loyal community centered on engagement, advocacy, programs, and communications. In my role, we provide customers with the right messaging and the appropriate engagement options to meet them where they are in their journey with Icertis. We lead with customer value, always making the customer the hero of their transformation. Our best-in-class strategy drives quantifiable results that impact adoption, expansion, and renewals.

Waterloo, On, Ca

Built a comprehensive customer marketing strategy and global team that has delivered 23% increase in expansion influence.• Define overall customer engagement strategy through a global team• Establish scalable, repeatable frameworks for customer programs such as Customer Advisory Boards, User Groups and Product Advisory Councils• Define the customer journey and map programming and engagement programs that deliver value• Develop audience acquisition strategy and messaging for Tier 1 events• Oversee and define the advocacy program that delivers success stories, video testimonials, customer quotes, prospect calls, analyst references and PR leads• Effectively deliver customer content, campaigns and programs that directly influence the selling cycle and drive new opportunities• Identify and source executive customer participation high profile events and campaigns• Developed a high touch account-based marketing framework• Define scope and requirements for tools and technology that support the function• Select and manage vendors to scale and act as an extension of the team• Working with stakeholder groups including product strategy, sales and industry strategy to align customer content with industry messages and storylines• Through a data-driven approach, establish and report on a set of goals and KPIs that my team is responsible for monthly and quarterly• Routinely evolve strategy and process to enable success

Waterloo, On, Ca

• Manage a worldwide customer marketing team that consistently executes programs that accelerate pipeline and increase conversion and win rates• Oversee the reference program that delivers success stories, video testimonials, customer quotes, prospect calls, analyst references, PR leads and more• Collaborate internally across the organization to identify reference targets and deliver against them• Establish mutually beneficial working relationships with customers to serve as a trusted advisor• Established repeatable frameworks for customer programs that give customers a voice and feedback channel • Set requirements and maintain a reference database that allows internal customers to take a “self-serve” approach to reference requests• Collaborate with the field, social and digital marketing to include reference activity in applicable campaigns and events• Manage the infrastructure of the customer loyalty program whereby customers earn points for participating in mutually beneficial activity• Oversee the SPIFF reference program, continuously defining requirements and working with internal stakeholders to align• Select and manage vendors that allow the programs to scale and act as an extension of the team• Through a data-driven approach, establish and report on a set of goals and KPIs that my team is responsible for monthly and quarterly. Routinely evolve strategy and process to enable success

Waterloo, On, Ca

• Built on OpenText’s customer experience framework to elevate the voice of customers and provide targeted touch points of engagement through webinars, user groups and advisory councils• Served as a champion and central owner of OpenText’s customer engagement strategy, driving a cross-functional culture where all teams support driving the customer experience• Successfully built and executed customer marketing programs. This included building a recruitment strategy, managing communications, curating agendas and building content, event logistics, internal alignment and post-event follow up• Collaborated with internal teams to identify the need for customer marketing programs within a specific region, industry or product pillar by evaluating install base needs and appetite for engagement Work with executive leadership on strategy and content development for main stage keynotes• Drove reference opportunities and membership into the customer loyalty program through customer marketing programs • Consistently delivered best-in-class events that directly impact business through influence and acceleration of sales pipeline • Managed closed loop reporting for programs through corporate tools such as Salesforce.com and Eloqua

Houston, Texas, Us

• Provides strategic leadership for overall goals, content, audience acquisition and registration for HP Software’s top revenue and demand-generation conferences• Strong experience in large, multi-faceted show environments and smaller executive marketing programs• Works closely with executive management and other internal teams to build consensus on event strategy, set KPIs and work across teams to develop content that attracts customers and prospects• Collaborate closely with and provide direction to all aspects of strategic events, including sponsorship sales, social media, PR, website and C-level programs• Knowledge of marketing communications and the ability to coach and lead the strategy and content development process• Manage complex event budgets of up to $5M and consistently meet all financial and timeline metrics• Oversee strategic initiatives to reach aggressive audience acquisition goals• Give direction to vendors who manage systems and tools to ensure set up meets event requirements and scope• Lead cross-functional teams across different levels of the organization to achieve deadlines and reach common goals

Houston, Texas, Us

Work within a team to create, implement and allocate over a $5 million annual budget that utilizes the whole marketing mixDevelop yearly events calendar based on budget, goals and target audience. Venue selection, audience acquisition, vendor negotiation, logistics, content development, agency management, speaker selection, agenda development for several events annuallyPlan and manage involvement in executive events, 3rd party events, HP events, tradeshows, roundtables and webinarsLead project manager for an annual customer event with a $750k budgetPlan strategic engagement in events. Includes working with teams across HP and customers/partners to achieve a common goalSelect and manage agencies and vendors for event management, public relations, direct marketing, signage and collateralUse integrated, focused, closed-loop campaigns to create demand, generate leads for prioritized target markets Develop target audience for vertically-focused direct marketing campaigns, including data mining and list acquisitionWork with PR agencies to drive leadership in media versus competitors through case studies, media advisories, byline articles, social media, speaking engagements and moreContinually measure ROI with HP tools such as Salesforce.com and MRM as a result of events and lead generation programs Worldwide responsibility to manage and execute customer relations programs that strengthen relationships and drive leads; including webinars, newsletters, advisory council and user group Write copy and ensure messaging is consistent for various direct marketing activities, collateral pieces and sales enablement tools

Atlanta, Georgia, Us

Manage marketing department including staff and all marketing related tasksDevelops overall marketing planCreate and manage an annual budget in excess of $1 millionResponsible for creating ad concepts and ensuring that they meet brand standards while effectively communicating to the consumerDevelop promotions that use a multi-media approach to increase traffic in model homes that result in increased salesDevelop and maintain collateral material for sales. This includes working with vendors on the production and design of signage, brochures and model presentation Coordinate advertising, photo shoots and PR stories Coordinate details, logistics and concepts of grand openings, special promotions and seminarsPerform market research and demographic studies to ensure the correct product is being offered in the proper locationMaintain and manage the Beazer websiteIntegral part of the senior management operations team that strategically maps the steps needed to make the division successful and profitableConstantly working with architects and designers to evolve floor plans to better fit the needs of customersWrite copy for media pieces such as radio, print, television and press releasesRegularly shop the competition to see where Beazer is aligned in pricing, product offering and quality

Us

Responsible for day to day operations of national print advertising sales group Knowledgeable in all aspects of printing production Directed, edited and planned the creation of all marketing collateral pieces. Established and directed branding guidelines Provide customer service, build and maintain relationships with clients and advertising agenciesTrack and report print advertising revenue for more than 15 sales people and a print advertising budget of over $7 millionNegotiate national publishing agreements between HOST and clientResponsible for all communications of groupManage the traffic coordinator in establishing deadlines, internal communication, agency communication and the proofing processManage six outside sales groups by clearing their leads, negotiating rates and communicating space reservation and placement Organized event hospitality for clients going to the Final Four every yearCreated sales presentations by establishing, through research, which inventory will fit the needs of industry prospectsOrganized, tracked and maintained the prospecting process. This includes over 3200 leads for over 30 sales people

Used media plan and budget to direct media buyers on purchases of all media forms including print ads, direct mail pieces, card decks, inserts, television and radioDirected photo shootsMaintained a database that tracked the response and success of each media formMain contact for outside vendors which included printers, two letter shops, five buying agencies, two advertising agenciesDirected the ad agency on one of 32 versions of print creative to send to publications based on past performance and audienceTracked the spending and advertising leads of a $27 million budgetUsed database to query leads to analyze the results of specific creative pieces as well as the offer on the mailingMonitored the coordination of direct mail pieces. Included database management and creative updatesManage the design and production of direct mail campaign from inception to completion. This includes artistic brainstorming, proofing, copywriting, editing, scheduling and list managementEstablished a new advertising campaign for a less profitable area of the company. Sales rose 3.5% in the first 3 months.

Us

Responsible for tracking and reporting more than $4 million in advertising revenueTracked ad sales for more than 30 salespeople through weekly, monthly and annual reports to gauge revenue versus budget Produced and designed sales kits and advertising decksBrokered other media and hospitality to establish value-added opportunities for clientsServed as a contact between HOST’s production staff and advertising agencies by communicating deadlines, positioning and software questions regarding advertising specificationsManaged four outside sales groups by implementing contracts, clearing leads and accepting or rejecting an ad based on the revenue to hit HOST’s bottom lineResearched to insure that salespeople were in front of major agency players that fit our market objectives

Bachelor Of Business Administration, Marketing

Education record