Chief Marketing Officer
My primary (90%) responsibility at Feathr is to oversee all lead/opportunity/pipeline generation activities for Feathr – which are broadly divided into inbound and outbound marketing. Inbound includes "net" activities like content marketing (blog, webinars, case studies), targeted advertising (Facebook, LinkedIn), and lead nurturing to turn content consumers into sales opportunities. Outbound includes "spear" activities like identifying target accounts and planning/executing human-powered, personalized outbound campaigns (direct mail, phone calls, emails, and social interactions). Both have the goal of creating qualified opportunities for our sales team. Branding activities like maintaining and refining our market positioning, defining key brand concepts & language, and the production of brand assets is my secondary (10%) responsibility. ⇨ In my time as CMO of Feathr I've: • Increased monthly MQO (marketing qualified opportunity) production by 500% in 9 months. • Helped create email and phone scripts that have a ~40% connect to MQO conversion rate (we turn 40% of people we have conversations with into MQOs). • Helped to hire, train, and support a team of 15 (including managers) to power our inbound and outbound marketing activities. • Refined and propagated our brand's identity, message, value proposition, and core differentiators. • Managed the production of all key brand and marketing assets: website, sales collateral, trade show material, swag, etc. • Managed the production of 1-3 marketing pieces per week (blog posts, case studies, webinars, e-books, other downloadable lead magnets). • Setup and managed the technological and human infrastructure that turns out ~1800 personalized and researched outbound calls and ~3600 personalized and researched outbound emails per week. • Setup and managed our sales and marketing tech stack: Salesforce, HubSpot, Outreach, Intercom, Drift, Google Analytics, etc.
Develop a content/inbound marketing strategy that profitably drives awareness and leads for your business. Find the small handful of audiences and topics that you can productively contribute to, develop the content plan, define measurement metrics, and learn how to ship content as quickly as possible.
Conduct prospect & customer research that identifies the problem/solution/benefit mix of the company's product. Then develop a core identity, message, and personality that communicates that fundamental value according to the needs and preferences of the market.
Experience building an outbound marketing team – prospecting, copywriting, call/voicemail script development, SDR recruiting/training/management/coaching, direct mail.
Setup smart lists, landing pages, marketing automation flows, reports and SF<>HubSpot integrations as necessary for our team.
Setup all of the custom fields, custom objects, and process automation to facilitate our marketing and sales flows.
Oversee all lead/opportunity/pipeline generation activities for Feathr – personalized outbound marketing (through direct mail, phone calls, emails, and social interactions), field marketing, and inbound/content marketing, and paid advertising (primarily Facebook & LinkedIn). I also oversee all branding work like maintaining and refining our market positioning, defining key brand concepts & language, design and production of brand assets, and branding-focused content.
LLE is an e-commerce enterprises company. We look for online markets that are underserved in one way or another and create businesses to fill that gap and capture market share. Once we've started an enterprise, I manage the entire customer facing presence for that brand. From the creation of the brand personality, core message, and UVP (unique value proposition), to particulars of the UI/UX, to our search and social presence and guidelines for customer service – I have my (sometimes sweaty) hands in everything that the customer experiences. I also give a lot of attention to analysis. I like to capture as much relevant data as possible and use it to find opportunities to move the needle on KPIs (key performance indicators). As my country boy alter-ego likes to say, "There just ain't no dern reason to be in the dark with so much data 'round." I'm also part of the team that evaluates potential markets.