Demand Gen - Avalara


      Avalara
        
  

Responsible for the management of K2’s digital marketing team, marketing operations, global marketing campaigns and the web development and creative teams. Across all online and offline media including SEM, SEO, digital advertising, customer experience and full-funnel marketing. Utilizing the data we have to build compelling experiences for both customers and prospects:Highlights: (as of March 2018)• 194% increase in branded key-terms ranking on page one• 83% increase in non-branded key-terms ranking on page one• Increased Site Traffic YOY 22.5%• Decreased CPL by over 80%• Improved Welcome campaign email performance from a CTR of 0.5% to 2.45% (slightly above industry standard)• Launched Consideration/Decision Nurture campaign with CTR of 94%• Streamlined Content Syndication processes within Eloqua• Established marketing GDPR compliance procedures• New K2.com coming in July 2018
    
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The Pedowitz Group (TPG) is a Revenue Marketing™ agency. We help our clients change marketing from a cost center to a revenue center. Regardless of where you may be on your Revenue Marketing Journey™, we provide solutions, services and expertise that will get you to the next level and beyond.


The Pedowitz Group

Responsibilities include: •	Marketing automation infrastructure (Eloqua) •	Marketing campaign development & execution •	Personalization•	Email Marketing and Database Segmentation •	Data Integrity Processes•	Automated Data Integrity Programs (Eloqua/SFDC)•	Demand Generation/Lead Generation •	Measurement and reporting •	Process design and documentation •	CRM system integration (MS Dynamics/SFDC)
    
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Russell Investments

Responsibilities include: •	Led online development team of of www.redlion.net (Live at new.redlion.net)•	Marketing automation infrastructure (Marketo) •	Marketing campaign development & execution •	Email Marketing and Database Segmentation •	Demand Generation/Lead Generation •	SEO/SEM•	Vendor Management•	Measurement and reporting 
    
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Red Lion Controls

Responsible for the integration and use our marketing automation platform and working with our internal stakeholders on marketing strategy and execution.•	Eloqua implementation•	Sales Enablement•	Lead scoring•	Email Strategy/Automation flow•	Analytics
    
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Responsible for the overall development of new initiatives, budgeting and forecasting.• Developed Client Recognition Program. • Designed and hand coded email communications (HTML/CSS).• Coordinated new build of www.psfinc.com increasing visitors by over 35%• Developed  integrated advertising campaign.• Public Relations• Manage Social Media strategy/Implementation• Speaker at industry events
    
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About us

  Founded in 1937 by Charles C. Parker, Parker Smith & Feek is one of the 75 largest insurance brokerage firms in the nation.  Privately owned and headquartered in the Pacific Northwest, our firm has world class resources with global reach.  Our primary focus is alignment to achieve client objectives.  And, to that end, we offer business insurance solutions across multiple industry sectors.  From employee benefits and surety to claims management and workers’ compensation, our insurance and risk management knowledge and service expertise are unmatched.

Parker, Smith & Feek

Supporting Eddie Bauer Friends loyalty program, participated in website strategy to determine redesign and content updates to the member loyalty website.  Developed marketing calendar for all loyalty initiatives, and provided day-to-day contact and support to Eddie Bauer’s Canadian loyalty partner.• Performed high level competitor research in support of the loyalty program. • Designed and presented an email gathering strategy to increase email addresses by 25% over previous year.• Developed creative briefs for email campaign, website copy, photos and content. • Generated credit cardholder monthly newsletter content and briefs.
    
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Eddie Bauer

Responsible for the overall marketing strategy and direction of the company. Designed all marketing materials, increasing brand cohesiveness and decreasing costs.• Designed and implemented Public Relations strategy increasing the number of published articles by 300%.• Consulted with hotel marketing teams on branding and hotel development to provide a more integrated approach to the marketing of each property.• Built the company’s intranet, increasing effectiveness of communication between management and staff.• Designed quarterly websites showcasing the firm’s work (showcase.dawsondesignassociates.com). This website increased web traffic from 5,000 visits to over 15,000 visits monthly.
    
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Provided overall marketing direction for the company, establishing strategies and tactics to achieve targets within established budgets. Heavy involvement with sales strategy and client management.  Evaluated, approved and oversaw advertising and design agency vendors.• Performed qualitative and quantitative research that provided data resulting in strategic changes in the company’s direction.  • Drove strategic changes to the firm’s long and short term planning, introducing a more structured and cost effective planning process. 	• Re-branded Orbit Corporate Travel, creating a systematic structure to help the brand evolve.• Launched a new student travel brand which was implemented in New Zealand Universities.• Diversified the firm’s business with new revenue streams by creating a new event management company.• Produced a new email marketing Campaign that improved overall awareness of the company and increased email database by 75%.
    
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Managed day to day operations of large scale cultural and sporting events, including developing e-commerce promotions and sponsorships.  Served as a point of contact for clients and event sponsors.• Maintained numerous websites; created a dynamic user experience with continually updated information.• Retained event sponsors by proactively developing and adding unexpected sponsor value.• Clients of note included The New Zealand Business Games, the largest sporting event in New Zealand with over 3,500 competitors (www.businessgames.co.nz) and The Bike Wise Jams, a series of children’s mountain bike events (www.bikewisejams.co.nz).
    
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Director Demand Generation at Avalara

Avalara

Director Demand Generation

Workshop Interactive

Co-Founder

K2

Director Global Campaigns & Digital Marketing

The Pedowitz Group

Oracle Relationship Practice Manager & Senior Revenue Engineer (Demand Gen Consultant)

Russell Investments

Marketing Operations Manager

Red Lion Controls

Online Marketing

Russell Investments

Marketing Automation Manager

Parker, Smith & Feek

Marketing/PR

Eddie Bauer

Customer Relationship Marketing

Dawson Design Associates

Marketing Director

House of Travel (New Zealand)

Marketing Manager

Fordward Thinking

Marketing Assistant

Victoria University of Wellington

Marketing