Tracy Shatford Email & Phone Number

Derry, Nh, Us

Driving digital transformation strategy while bringing creativity in designing innovative demand generation programs that elevate MROs digital capabilities, operational efficiency and customer experiences.• Create engaging multi-asset initiatives through integrated channels and measure programs for continuous improvement.• Work closely with sales and operations to develop strategies that drive new customer acquisition, up/cross-sell penetration of the existing base and improve customer engagement.• Utilize a deep understanding of the ideal client profile and buyer characteristics to ensure effective segmentation/intent strategies for all demand programs.• Partner with the content and exhibits/events marketing team members to develop, and curate content, then deploy channel strategies to attract visitors and drive demand.• Evaluate and develop campaign strategy and framework that focuses on driving growth from new customer acquisition, upsell/cross-sell and retention. opportunities. Implement A/B tests to inform future initiatives and drive efficiencies.• Support the digital marketing strategy by implementing programs and tactics to increase product demand, enhance sales, identify additional sales channels, attract traffic to the company website, and promote an online presence.• Manage a business development team that qualifies inbound inquiries and executes outbound campaigns to support selected areas of the healthcare market.• Develop, pilot and scale account-based marketing and nurture programs to further funnel velocity and improve close rates.• Communicate measurable campaign results on a regular cadence across cross-functional teams to inform augmentation of future campaigns.• Collect and analyze marketing metrics to identify marketplace trends and best practices to optimize online marketing performance.

Derry, New Hampshire, United States

A results-oriented, highly collaborative digital marketing agency that provides businesses with a one-stop shop for all online marketing needs. Proven experience assessing what a business needs to maximize the marketing and positioning of products/services digitally through a combination of event planning, tailored campaigns, web presence, google ads, and SEO. Clients include:Learning Explorer, Learnosity, Parata, Imprivata, Biome, Vonco, Richard Allan Marketing, Mystical Therapies, Salon 97, Craic Team Events, Frozen In NHWork performed: • Implement a contact strategy to increase web traffic and social media subscribers. • Review current marketing trends and advertisements to determine the effectiveness of different styles and strategies.• Analyze sales numbers in comparison to the marketing budget to find the profit margin and which campaigns are most effective. • Research competitors to stay current with similar products or services on the market. • Work with sales, product, and marketing teams to develop successful strategies and digital campaigns that attract new customers and retain current clients.• Establish a website that clearly describes the company's products/services with a direct path to generate leads.• Collaborate with C-Level Executives to make high-level decisions regarding the budget and the direction of the company. • Create and maintain a successful brand and image that attracts customers to the client's products/services.

Derry, New Hampshire, United States

Recruited by the former CEO of Certica.Responsible for the day-to-day operations and strategy for the company’s efforts to drive sales and build brand awareness.• Develop an overall marketing plan, creating and approving campaigns while measuring the return on investment.• Implement a contact strategy to increase web traffic and social media subscribers• Review current marketing trends and advertisements to determine the effectiveness of different styles and strategies• Analyze sales numbers in comparison to the marketing budget in order to find the profit margin and which campaigns are most effective• Research competitors to stay current with similar products or services on the market• Work with both the sales and marketing departments to develop successful strategies and campaigns that attract new customers and keep current clients• Collaborate with other executives to make high-level decisions regarding the budget and the direction of the company• Create and maintain a successful brand and image that attracts customers to our product

Responsible for the day to day operations and strategy of instructure.com to increase web traffic and subscribers. Continuously introduce new components to drive organic leads while managing a team of 3 direct reports and 4 contractors. Areas covered: Content, Development, Insights and Analytics.Work cross functionally with all areas of marketing, product marketing, and sales to improve site performance regarding organic and paid traffic to Instill web best practices to keep the site secure.

Wakefield, Massachusetts, United States

Responsible for developing, executing and analyzing marketing plans, including digital campaigns, web, event plans, social and content marketing to drive lead generation and market awareness.

Recruited by CEO and CRO from CIOX HealthBuilt from the bottom up and oversaw the Marketing department where I designed, implemented, and monitored effective marketing strategies aligned with the business goals through Program Management, Website Ownership, Creative Services, Strategic Relationships, Event Management, Online Marketing, and Advertising. * Created a results-orientated marketing department/engine (MAP & CRM) from the ground up, including hiring and training staff as well as implemented a marketing automation platform allowing the implementation of prospect nurture campaigns. * Developed a creative strategy to rebrand a 10-year-old company with a more contemporary image creating market awareness while integrating acquisitions.* Implemented successful marketing programs positioning Kemberton as the market leader for claims reimbursement. * Managed and monitored all marketing programs to measure and assess quality through quantifiable program metrics/ KPIs improving market awareness.* Built kemberton.com from the ground up as well as responsible for day-to-day website design and management giving users a higher quality experience and generating 3% more qualified leads.

Led the strategy, development, and ongoing operational support for marketing reporting, process and planning definition, data strategy/ CRM and digital web management, budgeting, and advanced analytics. Worked closely with the CMO to develop and drive priorities for marketing transformation and evolution. * Integrated all acquisitions into the CIOX portfolio, creating a compelling story within CIOX’s current messaging and service offering.* Revamped ciox.com to become a more dynamic, user friendly website that increased incoming leads by 32%. Focus built on provider, health plan, and patient markets.* Designed, developed and delivered a robust measurement approach that addressed both reputation/brand activities as well as demand/lead generation and sales enablement, resulting in achieving 4.5M of net new business. * Established closed-loop analytics with sales to understand how inbound marketing activity turns into customers, and continually refine our process. Resulting in 20% higher conversion rate. * Researched, prepared and executed annual company strategy and program plans which resulted in net profits annually. * Implemented critical reporting mechanisms, including automating dashboards and reports, providing transparency to the executive team.

Partnered closely with product management, sales and other internal teams to develop and execute compelling, value-based messaging, leveraging a variety of content to engage target buyers. Created multichannel demand generation programs that drove successful top of funnel leads and worked to nurture.• Oversaw strategic planning of HealthPort/IOD’s demand generation programs and oversaw tactical execution of campaigns to drive qualified leads to sales.• Ensured the team leveraged Pardot marketing automation and Salesforce.com data to provide clear, fact-based analyses of demand creation and lead performance.• Collaborated closely with both the field-based and inside sales (and telemarketing) teams to develop programs that align closely with sales initiatives and revenue targets.• Developed and implemented a sales process/campaign tracking system that utilized marketing automation, CRM and CMS to insure easy access to the most up-to-date pertinent data.• Managed Senior Marketing Manager, Salesforce Administrator, Marketing Program Manager, Data Analyst, RFP Manager and Sales Support Specialist.

Responsible for developing and implementing marketing plans, programs and communications efforts, including developing strategies to support sales and marketing goals, as well as working with cross-functional teams to flawlessly execute tactics that support those strategies.• Created and set strategies and spearhead lead generation and segmentation programs for both new and existing solutions including advertising/media planning, webinars, events, marketing automation and SEO/SEM.• Set social media strategies, managed development and execution of social media campaigns.• Developed and implemented a sales process/campaign tracking system that utilizes marketing automation, CRM and CMS to insure easy access to the most up-to-date pertinent data.• Generated reports to communicate marketing activities and results to executive management.

Led the planning, coordination and execution of all projects both within the in-house agency and across external agencies, partners and vendors. Worked closely with the account managers and creative teams to drive project management at all levels of granularity to ensure that projects run smoothly and remain on schedule and budget, and directly represents the goals of Nuance’s brand.• Provided consultation to agency leadership and divisional marketing teams on approach to projects to drive desired objectives.• Acted as the expert in channel selection for the enterprise audience, partnering closely with the marketing operations team to continuously glean new learnings and knowledge of performance-centric marketing programs.• Managed internal documentation processes and ensured that team- and divisional-accessible documentation resources are up-to-date and available for review.• Ensured the use and formation of best practices to drive effectiveness across the department and company.• Leveraged knowledge of HTML and web platforms to make period maintenance updates where appropriate and required (not a principle part of the duties).

• Created all internal email marketing campaigns for email blasts, promotions and lead generation including the creation of landing pages.• Responsible for the healthcare lead nurturing program, ensuring the flow and implementation in Eloqua with the goal of building relationships with prospects.• Executed online surveys for customers, prospects and partners to get feedback on events, products and partner related issues, in support of marketing efforts.• In charge of SEO (search engine optimization), a multi-phase, multi-faceted initiative to drive significantly more traffic to the healthcare website through tagging, free listings, key words, glossaries and FAQs.• Worked with healthcare team members and corporate web team to ensure website navigation, forms and content are current and accurate for all products, services and resources.• Project manager for all major healthcare events (Conversations, HIMSS, AHIMA, RSNA, etc.).