Susan Corscadden Email & Phone Number

Bellevue, Wa, Us

Seattle, Wa, Us

Serve as head of Marketing, Inside Sales, Business Development and Sales Operations as a member of the Senior Leadership Team. Own all aspects of brand/creative services, ecommerce, product marketing, demand generation, marketing operations, North American inside sales, sales operations, sales development reps, channel marketing and digital marketing. - Used Pragmatic Marketing Framework to assess existing marketing strategy and identify gaps in processes; built $5M spend budget aligned with sales strategy and product release roadmap, consistently meeting budgetary goals. - Developed and presented business case to build five new key skill sets including marketing automation specialist, digital marketer, sales development reps, product marketers and dedicated channel marketers.- Built marketing tech stack over 4 years to include critical KPI disciplines, instrumental in establishing automated and measurable sales funnel. - Generated monthly metrics of average MQL to SQL conversion of 21%, average SQL to Open Opportunity of 17%, conversion to MQL for nurtured prospects to 71% and conversion to MQL for nurtured customers of 29%. - Delivered website bounce rate decrease of 17% and 360% increase over four years for annual unique visitors.- Selected and implemented first sales enablement portal, currently maintaining more than 3K pieces of content. - Led product marketing in launch of 27 products and significant feature releases over 36 months.

Toronto, On, Ca

Hired post-acquisition of Serengeti Law by Thomson Reuters to relaunch marketing team; established full stack marketing functions and sales funnel. Led assimilation and integration of Serengeti into new company structure without sacrificing brand enthusiasm. - Created library of customer case studies, testimonials, and referenceable clients, culminating in conception and delivery of the Annual Golden Cheetah Awards, growing attendance from 60 to more than 200 in 4 years. - Earned 2012 Serengeti Excellence Corporate Award.- Partnered with Head of Customer Experience to create first Client Advisory Board to inform product roadmap, executive level training, and key industry trends. - Developed LinkedIn User Group for Serengeti Tracker Coordinators to promote organization, foster customer comradery and software adoption.- Created engaging social media marketing campaigns, surrounding stuffed Giraffe, Marco to foster continued passion from customer base. - Recruited and hired marketer to manage SalesForce.com administration, serving as hub for demand generation. - Relaunched website aligned with Thomson Reuters brand, delivering 97% increase in downloads. - Guided selection of Eloqua.com as marketing automation platform and defined metrics, workflows, databases, and content creation. - Grew marketing generated leads through growth of sales funnel emails from 200 to over 92K in single day. - Researched and piloted innovative event to capture additional customer data; enhanced event to deliver active deals in late-stage funnel ($901K+), closed deals (10), total revenue ($392K+), and ROI (138%).

- Won Wells Fargo Circle of Excellence, based on corporate distinction for Top 15% in new business. - Enhanced customer experience and satisfaction of loan officers, growing “exceeding satisfied” ratings from 67% to 89%, outpacing Wells Fargo national average by 15%. - Generated on-time close rate of 96% and built trust with builder by working with product showroom staff to design and promote home-buying seminars for inexperienced buyers. - Drove $2M in profitability in 2009, despite challenges faced due to financial crisis of 2008-2009.

Progressively grew with organization through promotions to positions of increased challenge and complexity. Managed all areas of budget/financial reporting, sales, marketing, underwriting, service, carrier relations, product development, and compliance. - Retained 92% of all customers of US carrier serving RV insurance industry after announcement of leaving market within one year; exceeded industry average of 86%.- Built point-of-sale dealership program to drive approximately 5% in ancillary revenue.- Partnered with SafeLite AutoGlass to do same-day windshield repair at major events, facilitating significant traffic growth due to innovative approach to attracting customers; replenished marketing data with 5K+ records annually.