I am a driven field marketing leader who specializes in crafting impactful programs that not only boost revenue but also scale up effortlessly. I excel at weaving data insights into program strategies, ensuring maximum impact and optimized performance. I'm known for building highly efficient teams that integrate and collaborate seamlessly with cross-functional stakeholders:★ Databricks: Supported phenomenal 15X revenue growth (from $100M to $1.6B) in 5 years.★ Splunk: Enabled $400M in direct pipeline growth through innovative field marketing programs.Here's how I make a difference:✔️Led marketing for cutting-edge tech campaigns at companies like Databricks and Splunk✔️Strategic partner to develop scalable events ✔️Optimize your existing programs to maximize ROI✔️Fractional Executive to design, build and hire your perfect team Learn more at shannoncuthbertson.com and let's connect and discuss how I can help your organization scale its global marketing efforts.Shannon Cuthbertsonshannon.cuthbertson01@gmail.com

Led field marketing efforts that were pivotal in scaling the field sales team by 5.9X, from 150 to over 800 reps across the U.S., Canada, and LATAM. Partnered with sales to develop and measure targeted marketing programs and events to promote the Databricks Data Intelligence data and AI platform.Key achievements include:- Company Growth: Guided the transition from a late-stage startup to a large-scale enterprise, surpassing revenue targets in 5 of the last 6 quarters.- Employee Expansion: Supported a 7.7X increase in workforce, growing from ~900 to 7,800+ employees.- Customer Acquisition: Enhanced new customer numbers by 2.5X and increased the new business pipeline value by 5.5X. Achieved a 92% impact on existing customer expansion and a 113% increase in pipeline impact.- Field Marketing: Expanded the field marketing team by 5X, from 3 to 15 members, including leadership hires, and developing high-impact programs/events.- Lead Generation (Customer, Prospect, Partner): Exceeded lead generation goals with scalable programs/events, including high-attendance in-person and virtual events, quarterly workshops, and 3rd party events.- Virtual Innovation: Pioneered successful virtual marketing events during the pandemic, doubling or tripling participation with 1,000+ attendees using interactive training.- Marketing ROI: Achieved a notable 30:1 or better return on investment.These initiatives were crucial in driving the company’s growth and establishing its market position.

Developed and executed scalable field marketing programs for a leading machine data analytics solution, overseeing strategy, development, packaging, execution, and measurement. Key achievements include:- Presidents Club Award: Won in 2018 for outstanding performance.- Pipeline Growth: Accelerated $400M in direct pipeline growth by optimizing sales support and implementing segmented go-to-market strategies in collaboration with sales and go-to-market leaders.- Team Development: Sourcing and coaching a team of 9 staff, creating impactful field, channel, and go-to-market programs.- Executive Reporting: Established executive reporting and governance, enhancing leadership visibility with rigorous monthly and quarterly readouts, including insights, pipeline analysis, and sales growth recommendations.- Operational Efficiency: Improved marketing ROI by optimizing budget allocation and resource use, and implementing program-level ROI reporting.

Responsible for building and scaling out a new function and team within Americas Field Marketing. This included developing the strategy for all event types as well as packaging up every program for execution into the field to support pipeline targets for the Americas sales team. Key achievements include: - Promotion: Promoted to a people manager - Team Development: Recruited and coached 5 new marketing staff- Product Launches: Enhanced product launch effectiveness through detailed go-to-market planning and comprehensive marketing packages for pre-event, on-site, and post-event activities.

Developed and executed field marketing programs across the West Coast, collaborating with field leaders to create data-driven strategies tailored to buyer personas and journeys. Key accomplishments include:- Lead Generation: Increased qualified leads by organizing scalable, impactful in-person events, including hands-on workshops, simulations, and roundtables with up to 1,000+ attendees.- Cross-Functional Alignment: Enhanced marketing cohesion by ensuring unified messaging across corporate, field marketing, product, sales, and engineering teams.- Data-Driven Marketing: Implemented a data-driven approach, using Salesforce and Bizible for comprehensive reporting to sales and marketing leadership.

Collaborate with Americas sales teams to develop lead generation strategies and tactics to enable business growth.• Work with sales to develop strategy and creative approaches for integrated demand generation programs to drive pipeline, both horizontally and vertically (experience with SLED and Healthcare verticals)• Manage production, implementation, execution and measurement for all regional marketing activities including face to face events, call blitzes, target account programs and email nurture• Work with 3rd party pubs, agencies and writers to develop innovative content assets leveraged for email nurture programs and online for content syndication• Leverage messaging to develop outbound email templates, landing pages to be executed via marketing automation platform• Serve as the liaison between field sales and cross functional teams to drive communication and understanding of sales priorities• Provide quarterly updates and results at regional QBRs• Provide in-depth ROI program analysis, tracking and reporting on all field marketing activities via Salesforce.com

Develop and manage plans and strategy for integrated direct marketing campaigns that drive sales pipeline and awareness for Brocade technologies and solutions. The campaigns leveraged a mix of online marketing, email, search engine marketing, webinars, direct mail, and other demand generation tactics.

Coordinate with the field sales team to develop and execute targeted and broad-based demand generation campaigns for three different business units. • Manage and track all deliverables for targeted campaigns including assets and messaging• Develop targeted list segmentation and manage campaign execution via Marketo• Manage and execute field marketing events and all related deliverables; messaging, ads, signage and booth logistics• Analyze and provide results on all demand gen activities• Research and execute online marketing strategies for banners, listings and buyers guides• Managed all reporting and analytics in Salesforce.com • Manage Customer Briefing Center

• Manage, execute and maintain solutions website – both internal and external• Develop CIO assets including training videos and brochures• Develop, execute and maintain sales kits for field sales• Manage and execute launch deliverables; web, newsletters, collateralEnterprise Segment Marketing Manager, Aug 07 - July 08• Work closely with sales to identify key accounts for target marketing initiatives• Research and analyze the patterns of these specific accounts• Collaborate with Field Marketing to develop marketing plans and strategies targeting enterprise accounts• Work directly with account reps to execute the programs

• Coordinate production of product collateral and demos to support Account Executives, events, SAP.com and campaign offers• Manage and coordinate logistics for industry specific conferences• Working directly with account executives to enroll key customers in SAP’s Customer Appreciation Program (CAP)• Manage and coordinate internal solution newsletters• Develop targeted horizontal and vertical lead generation plans and supporting budgets to drive leads into the pipeline (incl. web seminars, conferences, newsletters and online marketing)• Managed web seminar logistics including speakers, pre/post-event email blasts and lead follow-up• Developed and implemented lead metrics and follow-up process for all incoming leads• Work with key customers and account executives to coordinate press releases, case studies and references

Responsible for developing and executing horizontal and vertical lead generation programs - including direct and online. Work closely with cross functional teams to develop messaging and content for targeted direct and channel sales tools and offers. Provide full closed-loop reporting on all programs. Responsible for all logistics for industry conferences and events to promote brand awareness and drive leads into the pipeline.