I lead the formation of the marketing function with responsibilities that include go-to-market strategy, marketing strategy, product marketing, demand generation, PLG, brand, content, and marketing operations.

Wingman Marketing Consulting works exclusively with startups and emerging growth companies that operate in a business to business sales process. With 20 years of experience, founder and principal consultant Ray Huang has the depth and breadth of startup marketing experience to serve as your strategic partner in developing your startup’s marketing function.

I developed strategies, campaigns, and programs that built brand and category awareness and drove demand for Tesorio's cash flow performance platform that helps finance teams better manage, predict, and collect cash.

I developed and implemented a hybrid account-based and broad demand framework to drive demand for product and content. Participated in the company rebrand and managed the website redesign/launch. I also implemented most of the marketing tech stack that included Pardot, Salesforce, GoToWebinar, Zoom Webinars, Outreach ZoomInfo, Triblio, and Saleswhale.

Highlights – created demand generation campaigns with national and regional impact with extremely limited budget and personnel.- Strategic Marketing – developed and implemented semi-annual go-to-market strategies, campaigns, and tactics.- Demand Generation – planned and executed integrated marketing that drove demand for products and programs that contributed to 4x sales opportunity pipeline in 24 months.- Product Marketing – developed product and program messaging for key personas, managed launches and pivots, enabled sales team with playbooks, email templates, personalized landing pages, collateral, and call/video scripts.- Website Development – built an all new company website experience from start-to-finish using Wordpress, Divi, and several integrated components. - Sales and Marketing Operations – managed Hubspot and integrations with Salesforce, GoToWebinar, PersistIQ (sales email platform), and other systems to ensure seamless data syncing. - Cross-functional Team Leadership – championed initiatives on account-based sales and marketing, company cultural development, and started the fantasy football league.

- Highlights – implemented a demand generation model with visibility and responsibility for the entire journey through the funnel – acquisition, nurture, MQL, SQL, opportunity, and closed-won revenue.- Strategic Marketing – developed and implemented strategic and tactical plans and roadmaps for demand generation and content.- Team Leadership – hired and led a team of 4 to support demand generation and developed their capacity to work across other marketing functions.- Lead Acquisition – managed lead acquisition efforts across paid search, paid social, display, retargeting, sponsored placements and partnerships.- Lead Nurture – Developed lead nurturing programs for three target segments to develop interest and generate marketing qualified leads for multiple sales teams.- Sales and Marketing Operations – implemented a modified SiriusDecisions Demand WaterfallTM model (Lead > MQL > SQL > Opp > Win) within Marketo and Salesforce.- Marketing Analytics – built lead conversion and projection models and developed reporting framework.- Content Marketing Campaigns – created multi-touch campaigns to promote webinars, books, white papers, and guides to existing prospect pool, customers, and new acquisition targets.

- Highlights – led a 30-day migration from Hubspot to Marketo and quickly developed and implemented baseline programs to nurture leads and freemium users.- Lifecycle Marketing Strategy – developed programs and campaigns in 7 languages to drive leads/users through mid-funnel checkpoints to guide MQLs to the sales team.- Marketing Automation – led the migration from Hubspot to Marketo to bring segmented and scalable workflows to a database of over one million records.- Marketing Operations – served as administrator of marketing automation tools and coordinated a complex three-way data sync with Salesforce, Marketo, and product.- Email Marketing – managed all email communications around product launches, feature enhancements, event communications, and weekly newsletters.- Team Leadership – directly managed the lifecycle marketing team and led cross-functional project teams involving, creative, design, sales operations, engineering, product marketing, and demand generation.

- Highlights – overhauled customer programs which led to SaaS renewal rates to over 95% within 18 months through email, social media, user events, webinars, video and adoption initiatives.- Strategic Marketing – developed plans to increase software usage and adoption that led to 96% renewal rates.- Marketing Operations – systemized communications, lead nurturing, and customer communications through marketing automation software (Marketo and Pardot).- Marketing Communications – developed presentations, emails, newsletters, and landing pages, including design, content writing and editing.- Social Media and Community – developed a strong network of advocates through thought leadership within a branded community, blogs, and traditional social media.- Webinars and Online Events – planned, moderated and hosted more than 50 lead generation and user adoption webinars (Adobe Connect and WebEx).- Video Production – conceptualized, planned, shot, and edited promotional and training videos.- Team Leadership – Directly managed the loyalty programs team and led multiple cross-functional teams for rebranding, promotional campaigns, product initiatives, and company cultural improvement.

Led the marketing efforts of 3 business divisions. Onsite Dental managed mobile dental practices that park at large company parking lots to perform general and cosmetic dentistry to employees. I acted as Account Manager for over 60 Fortune 500 clients to create, implement, and execute individualized marketing strategies to increase patient utilization.

Led Marketing Communications Team. Graphic Design, Web Design, Website Management, Writing and Editing, Tradeshow Management.

Professional organization dedicated to the advancement of the discipline of management across all occupations. Served as President in 2000, Director of Publicity in 1999, and DIrector of Professional Relations in 1998. Also served as Director of Student Relations in 2001-2002 for the Orange County Professional Chapter.

Residential Real estate agent. Founded the Real Estate Alliance Program (REAP) to bring a network of allied real estate services as a soft benefit to employees of small and medium businesses.

Managed corporate website and intranet. Assisted the Marketing Manager as needed in press releases, whitepapers, and other research.