Tom Garland Email & Phone Number

San Francisco Bay Area

- Led demand gen strategy and execution including digital marketing, paid media, social, SEO/SEM, web, email, and events.- Spearheaded marketing operations and data, setting the foundation for data-driven decision making and future growth.- Successfully transitioned MOPS platforms from Pardot to HubSpot to streamline email nurture / automation, inbound website lead capture, and marketing data hygiene.- Managed a team of design contractors, web development, and SEO resources.- Worked cross functionally with sales and product to align on messaging, targeting, content strategy, and testing.

- Led and developed global paid and owned digital marketing programs including SEM, paid & organic social, email marketing via HubSpot CRM, SEO, content production, ABM targeting.- Rebuilt all campaigns and tracking systems to set up the programs for accurate measurement and scale.- Collaborated cross functionally with sales/SDR teams, PMM, web development, product, DevRel, and marketing operations.- Laid off July 2023 as part of a roughly 50% RIF in the first half of the year.

San Francisco Bay Area

- Built and led the global paid media and online advertising program from the ground up as the first in-house digital marketing lead, and hired a team of 5 to support growth.- Consistently exceeded pipeline targets, and grew paid media sourced pipeline from $0 to over $100M annually within 24 months.- Developed a tracking taxonomy and method that became the foundation for all of digital marketing performance data.- Cultivated cross functional relationships with all areas of the org including sales/SDR, PMM, content, brand, web experimentation, design, content marketing, lifecycle/PLG, product, ABM, data science, finance, accounting and leadership.

San Francisco Bay Area

- Led multi-channel paid media strategy and operations for LinkedIn Jobs (B2B)- Managed 8 figure budgets, channel strategy, media modeling, agency team of 7 people, reporting, project prioritization, and internal stakeholders.- Grew job posting conversions from paid channels by 50% in the first 6 months while hitting ROI targets.

San Francisco Bay Area

- Led global paid media program for Lynda.com and LinkedIn Learning.- Lowered multi-channel CPA by 36% while increasing total conversions by 15% YoY – 1H 2015 to 1H 2016.- Led migration of all channels and accounts from Lynda.com to LinkedIn Learning with minimal loss to conversion volume.

San Francisco Bay Area

- Led and managed 8 figure global SEM program for Lynda.com, and grew conversions by 40%+ YoY for 2 consecutive years while consistently beating CPA and ROI targets.- Scaled account to roughly 1 million keywords in a highly structured campaign format across hundreds of topics and course offerings.- Improved free trial conversion rates through conversion rate optimization and web A/B testing by up to 100% on multiple high volume topics.- Acquired by LinkedIn in May 2015.

San Francisco Bay Area

- Responsible for client success across all aspects of Marin Software's capabilities for 30+ active Enterprise clients with over $55M combined SEM/Facebook spend under management.- Owned business relationships with key stakeholders and decision makers for each customer.- Managed negotiations for contract renewals and product up-sells.- Coordinated internal teams for client on-boarding, tracking integrations, technical support, and special projects.

San Francisco Bay Area

-Actively worked with prospective clients through the sales cycle to ensure their success and understanding of Marin Software by presenting solutions to help optimize campaigns and maximize the effectiveness of the software.-Supported national SaaS sales team by providing PPC campaign strategy (Google, Bing, Facebook) for active trials of Marin Professional, as well as software demos for Marin Enterprise.-Key contributor of Marin Professional annual revenue growth from $0 to $3M+ as the sales team's only technical/PPC strategist.-Provided new product feature suggestions and aided Engineering in usability / bug fixes for Marin Professional.

San Francisco Bay Area

-Developed and managed Search Engine Marketing campaigns across all major search engines in the online EDU and downloadable product markets.-Responsible for profitability of direct response SEM budgets in excess of $10 million annually. Consistently hit CPA targets.-Managed microsite lead flow, creative, and copy via internal CMS systems.-Discovered opportunities for new landing pages based on keyword analysis and trends.-High level knowledge of supporting search marketing software such as Marin Software, Acquisio, Wordstream, SpyFu, and Trellian. -Gained expert knowledge of all major search engines (Google, Yahoo, Bing, Ask) and supporting programs.

San Francisco Bay Area

-Create and maintain internet marketing data reports to support strategic decision making.-Analyze data and communicate areas of improvement to management.-Assist in building paid per click SEM campaigns. Tasks include compiling keyword lists, creating schedules, writing ad copy, ad testing, geo-targeting, and keyword bid management.-Familiar with Google, Yahoo, MSN, ASK, and LookSmart SEM interfaces.-Help manage affiliate publisher application process.

San Francisco Bay Area

-Assisted managing residential rebate webpage re-design project. Tasks included research on energy efficient residential products, writing page content and designing layout / information flow, proofing all copy, and presenting new materials to internal clients.-Assisted in energy efficiency direct mail campaigns targeting small to medium sized businesses. Created production schedules, proofed all materials, provided feedback and coordinated copy/layout changes with ad agency.-Coordinated marketing claims for all projects through internal clients, engineering team, and external legal counsel.-Worked with internal data team to pull targeted mailing lists for direct mail projects, and random customer samples for pre, mid, and post-wave tracking studies.-Assisted in developing department wide financial processes and created 2008 budget spreadsheet for all marketing programs.-Created 2007 Customer Energy Efficiency portfolio binders distributed to upper management.

Dallas/Fort Worth Area

-Managed direct mail flyer distribution, exterior decoration, and assisted 7-Eleven’s public relation consultants for all store level grand opening events.-Created sales data queries and reports using business intelligence software (Business Objects) as requested by CMO to support ongoing projects and various strategic marketing initiatives.-Helped coordinate 7-Eleven’s sports marketing for 10 professional sports organizations. Projects included outdoor / in-stadium signage, print advertising, internet web banners, TV, and radio.-Assisted in managing photography for new fresh food items used in point of purchase materials.-Tracked store level sales trends and coupon redemption rates.-Supported entire marketing team on the capabilities of 7-Eleven’s promotion and coupon systems.-Created standard request form for all store level marketing programs. Implemented by all field divisions.-Maintained multi-million dollar budgets.

Dallas/Fort Worth Area

-Responsible for functionality of all North American promotions within 7-Eleven’s point of sale systems.-Analyzed promotions to ensure optimum system and market activity.-Acted as a liaison between systems department, marketing, field divisions, and category management.-Analyzed promotional activity and communicate areas of improvement to upper management.-Identified and eliminated erroneous coupons and outdated promos. $225,000+ annual savings (2006).-Initiated coupon description codes in order to track coupon initiatives within the system more effectively.-Helped coordinate new coupon setup and approval process.-Created new standardized request form to streamline promotion setup.-Assisted in cross training team members.-Wrote process manual items and training documents.