Stefan Roeser Email & Phone Number

Florham Park, New Jersey, US

Fenchurch Street, England, GB

• Recruited to establish demand generation function for start-up BU to drive £25 million in asset management SaaS revenue. Built/led team of 13. Owned HubSpot, contact database and reporting.
• Partnered with Product, Product Marketing and Sales to develop GTM plan – objectives, messaging, personas, pain points, features/benefits, tactics, and analytics – and create content to generate response/engagement.
• Launched integrated campaigns with annual budget of £770,000 – featuring content syndication, email, events, paid search, paid social, remarketing, and webinars – to drive engagement, MQLs, and sales opportunities
• Appointed acting CMO to lead Marketing and Communications – communications, content marketing, creative design, digital marketing, marketing operations, product marketing, and website management.

Cambridge, MA, US

• Responsible for delivering global marketing campaigns for Media/Carrier division targeting 1,200 accounts to drive $18 million in cloud security/cybersecurity SECaaS revenue.
• Developed target personas, customer/prospect buyer’s journey, messaging and positioning, and content plan for 400+ video media/OTT target accounts through partnership with Industry and Product Marketing.
• Designed integrated global campaigns with annual budget of $250,000 and execute ABM marketing tactics – including content creation/syndication, display advertising, email, events, and organic/paid social media.
• Partnered with global Field Marketing to ensure regional campaign execution is optimized for awareness, lead generation, and opportunity creation through audience targeting, tactic selection, and account engagement.

Cambridge, MA, US

• Responsible for improving global demand generation efforts for Sales Automation product across 8 vertical markets and generating $75 million in marketing-sourced pipeline,
• Achieved more than 120% of YTD 2016 goals for MQLs, SQLs, opportunities and pipeline and grow marketing-sourced pipeline from $21.6 million to $106.6 million.
• Developed/executed integrated global programs mapped to customer decision journey with annual budget of $700,000 – including CPL, direct mail, email, product guided tour, microsite, social media and webinars.
• Partnered with Sales to improve lead quality/follow-up, and with Marketing/Sales Operations to measure and analyze program/channel effectiveness – response/conversion rates, CPL, ROI, revenue contribution.

New York, NY, US

• Responsible for scaling demand generation efforts across 5 target markets to drive wealth intelligence SaaS revenue. Built/led team of 4. Owned Marketo, contact database and reporting.
• Fueled 30% year-over-year bookings growth by increasing sales opportunities by 80% – monthly sales opportunity average jumped from 310 to 506 – and response-opportunity conversation rate from 29% to 56%.
• Developed/executed demand generation strategy and plan for integrated, multi-channel outreach across direct mail, email, PPC, and webinar tactics; worked with event team to drive traffic and execute event strategies.
• Re-engineered Salesforce.com reporting to improve activity/lead tracking and opportunity status updates.

Boston, MA, US

• Responsible for improving effectiveness and profitability of direct marketing efforts, and moving Fidelity from product-centric to customer-centric marketing.
• Created multi-channel direct marketing campaigns for 850,000 high value customers to increase customer assets and drive diversification – campaigns generated over $200 million in new assets.
• Developed annual direct marketing plan – goals, testing/modeling strategies, messaging, offers, and multi-channel initiatives – and executed with Strategy, List/Measurement, Compliance/Legal, and Agency partners.
• Oversaw $12 million annual direct marketing budget for acquisition and customer programs.

Melbourne, Florida, US

• Responsible for establishing demand generation function and managing alliance partner marketing for IaaS cloud computing start-up BU targeting commercial/government markets.
• Developed/executed multi-channel demand generation go-to-market plan with annual budget of $1.2 million – featuring email, thought leadership content, virtual seminars, and Harris Cloud Webinar Series.
• Set vision and strategic plan for alliance/partner marketing with BMC, Cisco, and VMware to improve alignment, foster joint marketing activities, and generate leads.
• Created marketing database of 60,000 prospects and community of 3,000 engaged leads in first 6 months.

• Responsible for developing/executing integrated, GTM plans to generate increase demand and revenue growth for clients. Drove new business, led proposal development, and negotiated all contracts.Client Highlights
• Candle (IntelliWatch) – demand generation programs grew revenue from $1.2 to $14.1 million.
• Progress Software – lead nurturing programs generated 9,000 qualified leads and $13 million in revenue.
• Vovici – demand generation programs generated 4,500 leads, 800 sales, and $16 million in revenue. Program Development and Management
• Developed target audience personas/profiles by identifying needs/pain points, buying behaviors, and expected tactic responses from market research, sales intelligence, and customer feedback.
• Designed/executed marketing strategies and go-to-market plans featuring offline/online tactics including advertising, direct mail, email, media sponsorship, SEM/SEO, social media, tradeshows, and webinars.

London, United Kingdom, GB

• Responsible for analyzing financial and business operations of nine branches.
• Performed A/R audit identifying over $1 million in unbilled revenue.
• Prepared weekly and monthly financial reports -- revenue forecasts, sales pipeline reports, cost breakdowns, etc. -- for each branch.
• Explored multiple solutions to identify available headcount and improve overall utilization across all branches.

• Assistant Manager of 7 telephone representatives for Shareholder Services area.
• Appointed liaison between 70-member telephone group and corporate marketing department to support strategic marketing initiatives for customer development.
• Designed enhancements and created user guide for in-house database to increase conversion rate through Scudder’s new needs-based program. Implemented and enhanced
• Registered with NASD through Series 6 & 63 exams.

Mba, Marketing And Entrepreneurship

Ba, German Studies