Tonya Severance Email & Phone Number

United States

Integration launch management.ISV Partner support and enablement including GTM messaging, positioning, content, and campaigns.Channel Partner support and enablement.API Developer Community launch.

Los Angeles, California, United States

• Implement go-to-market strategy for cloud-native developer platform across teams. • Coordinate with PR & Digital Agencies to place content in media.• Review all content to ensure adherence to the Lightbend story, positioning, and branding. • Drive hyper-scaler and GSI partner marketing enablement. • Communicate value and position to sales team and develop tools to support selling process.• Penetrate new segments through use of strategic marketing initiatives.• Develop technical and thought leadership content to support demand and lead gen.

- Managed team focused on RPA, IDP, BPM, and AI- Created messaging, value prop, enablement materials, demand gen content, and more for automation capabilities within the Appian Low-Code Platform

United States

- Developed GTM plans and executed off-cycle release promotion for Appian automation capabilities- Ideated and executed strategic Sales Plays aimed at customer adoption and expansion of Appian RPA and IDP- Ideated and implemented campaigns to drive pipeline for Appian automation capabilities - Worked with industry analysts to develop thought leadership materials- Created cross functional content that spoke to the needs of different personas and industries- Initiated use-case specific content to engage customers fo expansion and prospects for new logo acquisition

United States

- Create positioning and messaging by working with Product Managers and Engineers to determine business challenges solved by products afor personas and industries.- Provide enablement for sales touchpoints (direct, partner, BDR, and professional services) including content and training.- Deliver competitive intelligence uttilizing 3rd party vendor.- Oversee the creation of al content related to product launch and sales enablement including website copy, portal copy, partner portal copy, newsletter copy, datasheets, brochures, videos, webinars, presentations, and more. - Liaise with Professional Services and Support teams to align service offerings with products to promote customer success and revenue generation.- Partner with Education Services to ensure training courses for customers, prospects, and internal staff are properly scoped, positioned, and promoted.

United States

- Create positioning and messaging by working with Product Managers and Engineers to determine business challenges solved by products afor personas and industries.- Provide enablement for sales touchpoints (direct, partner, BDR, and professional services) including content and training.- Deliver competitive intelligence uttilizing 3rd party vendor.- Oversee the creation of al content related to product launch and sales enablement including website copy, portal copy, partner portal copy, newsletter copy, datasheets, brochures, videos, webinars, presentations, and more. - Liaise with Professional Services and Support teams to align service offerings with products to promote customer success and revenue generation.- Partner with Education Services to ensure training courses for customers, prospects, and internal staff are properly scoped, positioned, and promoted.

United States

- Led GTM for new features and releases including positioning, messaging, sales enablement, lead gen, analyst relations, and more. - Targeted campaigns for provider, patient, and hospital leadership personas.

United States

- Create copy for infographics, white papers, video scripts, white papers, blogs, emails, landing pages, and more, to support nurture campaigns.

Remote

- Support lead gen initiatives with email and ad copy - 14 Webinar invitations with average 102 conversions/attendees- Asset and event promotion emails with average OR 24.79% and CTR 4.19% (Average 26.1% CTR on Asset Promotions)

Remote

- Manage the end-to-end creation of multi-channel content to support demand gen efforts of financial services analytical applications: strategy reports, briefings, white papers, blog posts, infographics, digibooks, animated videos, and more- Coordinate the end-to-end execution of lead gen events: webinars, conferences, executive roundtables, etc. - Create and execute social media strategy- Design multi-touch Eloqua nurture campaigns - Support sales with content to drive wins ($1M+ each revenue pipeline impact)- Identify and execute new lead gen opportunities

Remote

- Create Content Marketing Strategies that Generate Demand & Revenue; in 2014: 1. Generated $2.2M in marketing influenced revenues for eCommerce Technology client through the strategic creation and distribution of 42 Videos, 12 eNewsletters, 36 targeted Campaigns, and 18 Nurture Campaigns. 2. Generated $1.5M in marketing influenced revenues for GPS Technology provider through the strategic creation and distribution of 12 White Papers, 12 eNewsletters, and 24 Nurture Campaigns. 3. Generated $750K in marketing influenced revenues for HCM provider through the strategic creation and distribution of 12 eNewsletters, 24 Thought Leadership Videos, and 18 Nurture Campaigns. Responsibilities include:- Meet with new Sales Engine clients to determine the content assets and messages needed to support lead generation- Develop annual editorial calendars making use of monthly and drip campaigns and social platforms to distribute content in a strategic sequence- Create strategic outline for multiple clients' video libraries and develop interview questions for shoot director to capture; provide time-stamp and creative edits to videographer to post-produce videos for public consumption- Develop detailed outlines for White Papers, Infographics and Solution/Sales Videos to be used as Conversion Assets; provide outline of strategy to Managing Editors - Review ongoing asset performance to suggest new directions when needed

Remote

- Developed strategic and dynamic marketing copy for all Sales Engine clients that targeted the different buying personas of my their audiences- Managed content generation for as many as 23 newsletters and 23-69 targeted campaigns monthly- Developed website copy, white papers, case studies, blogs, social media posts and more for clients as needed- Created a social media program that was adopted as a Sales Engine offering for clients- Average turnaround time for copywriting cases was 24-48 hours

Remote

- Created and managed multiple B2B marketing programs for seven client accounts, serve as primary SEI liaison for clients - Developed dynamic and static content for all media - Managed multiple CRM and marketing automation instances for multiple clients- Created and implemented social media strategies across multiple platforms that increase audience numbers and generate leads- Created lead nurturing and demand generation campaigns that result in increased lead scores, sales pipelines, and new business for clients - Increased scope of projects, resulting in more revenue for SEI and increased customer satisfaction- Increased database records/ leads for clients through lead gen campaigns, list purchase, webinar offerings, and social media- Oversaw website redesign and SEO initiatives- Moderated client webinars- Worked with internal and external graphic design teams to create landing and prospect pages that capture important contact information, multi-page campaigns, microsites, etc.- Produced sales avatar videos and collateral videos for clients to use on website, in eMarketing campaigns, and social media- Successfully managed teams to execute marketing programs on time and under budget

- Developed strategic marketing plan including direct mail and broadcast email campaigns, ad development and placement, media buying, newsletters, press releases, sponsorships and branding guidelines for unique advertising platform - initiated promotional mix throughout first two quarters that led to the first $3M 3rd quarter in company history Implemented website redesign and SEO techniques that increased company’s- Managed project traffic through art department, coordinated schedules of four full-time graphic artists, liaised with sales, production and installation departments to ensure smooth project flow - Managed new product launches, including branding and Trademarked names, packaging and patent application

- Google/Yahoo/MSN search rankings from 100+ to <20 to date- Produced training videos for new products, used by clients - Developed “Customer Experience” standards with Six Sigma techniques- Created special presentations – both digital print and PPT, for sales team- Designed and wrote copy for direct mail brochures, direct mail, e-communications, websites, press releases, industry articles and company newsletter- Selected trade show and sponsorship opportunity participation; coordinated logistics - Created and organized marketing database of current, past and potential clients

- Effectively managed small marketing and events team. - Developed CMG localized Corporate Branding campaign that resulted in new clients.- Upgraded client newsletter content and layout – increasing revenue through subscriptions and ad sales and enhanced client website content and navigability and increased monthly hits 200%- Secured three major industry publication articles and televised event coverage for clients in last quarter of 2008.- Coordinated all special event logistics - including F&B, hotel negotiations, travel, educational programming, trade show, hospitality suites, and more. - Developed brochures, trade show booths, websites, ads, press releases, and promotional items.

- Served as primary liaison between CMG and its clients, generated new business and clients for CMG- Created membership development and retention strategies that communicate intangible concepts of membership benefits to potential clients, increasing memberships 25%, 30% and 50% respectively- Effectively managed annual budgets for marketing, branding and PR initiatives, increasing revenue, decreasing costs, and generating profits- Led client re-branding campaign that included new logo, new website, new business kit, new ad campaign, new promotional items, GOBO logo launch, etc.- Wrote industry white-papers on clients’ behalf - Managed five websites - Responsible for client satisfaction and membership retention – successful 80% retention over four years- Managed content and contributing editors for two quarterly and one monthly industry publication- Responsible for writing and distributing all client and corporate press releases to target media

- Responsible for managing and supporting multiple marketing. PR, advertising and branding initiatives that increased new memberships, membership retention, event attendance and sponsorship revenue for clients- Wrote copy and developed graphics for marketing materials that increased event revenues 110% and 90% in 2007

- Assisted in development of weekly multi-page ad - Responsible for writing and distributing all internal and external corporate communication- Developed creative copy for launching new food programs, assisted in packaging development, pricing, and store placement- Developed weekly food sales strategy based on warehouse inventory, vendor price negotiations and item sales history – responsible for reaching gross profit margin goals- Developed analytical performance reports for new food items, programs, etc. - Received recognition for sales development (2003)

- Managed content development for Arts and Entertainment section including editorial and graphics- Managed freelance staff and photographers including scheduling, placement and payment negotiations- Developed magazine promotions campaign

B.A., Communications

Activities and Societies: Full-Time production assistant at local television station Tutor in Writing and English labsDouble minor.

High School