I’m currently employed as the VP, Marketing at HeartLegacy, LLC.
Company Vitals:
- Founded 2015
- B2B SaaS — we sell a “video email” app and a “video marketing” app
- Customer personas — sales, marketing, bizdev, ops, HR
- Industries — senior care, multifamily housing, real estate, and more
Marketing fundamentals at HeartLegacy encompass:
- Demand creation and capture
- Demand conversion and sales enablement
- Customer experience, retention, and advocacy
These fundamentals drive our Revenue Funnel, journeyed across Awareness, Engagement, Intent, Purchase, and Retention stages.
We maintain “parallel” brands, with unique identities for the parent company (HeartLegacy) and the primary solution offering (SalesMail).
- Follow HeartLegacy on LinkedIn
- Follow SalesMail on LinkedIn
- Connect with me on LinkedIn
Primary Responsibilities
Corporate
- Designed and executed annual corporate marketing plan
- Oversaw, allocated, and tracked corporate marketing expenditures/budgets
- Led go-to-market strategies for multiple product launches
- Established ground-up, corporate digital marketing strategy
- Established metric tracking and comprehensive reporting for all marketing initiatives
- Devised corporate LTV:CAC calculation formula and metric tracking
CRM
- Established and managed CRM processes for sales and marketing teams
- Established and managed CRM data sync routines with email marketing platform
- Designed and managed email list segmentation routines and workflows
Content and Digital
- Established unique missions and content strategies for five social media platforms
- Established content strategy for inbound marketing, blogging, and gated resources
- Crafted comprehensive email marketing strategy
- Created corporate copywriting style guide
- Served as the company’s primary writer and editor for all corporate communications
- Designed and executed major press campaigns
- Designed content architecture for two corporate websites
- Executed and analyzed digital ad initiatives across multiple platforms
- Crafted customer experience journeys, retention initiatives, and usage campaigns
Platform Implementations
Led implementations of the following marketing platforms:
- Google Analytics (certified)
- HubSpot (certified)
- Hootsuite
- Zoho Campaigns
- AdRoll
- LinkedIn Ad Manager
- Facebook Ads
- Google Ads
Primary Achievements
- Increased lead acquisition by 127% over five-year span
- Built aggregate social audience from scratch to 6,000+
- Built prospect contact database from scratch to 10,000+
- Sent, tracked, analyzed, and optimized performance for 800,000+ marketing emails
- Tracked engagement for 1,800+ annual social media posts
- Orchestrated strategies, logistics, and operations for 100+ trade shows
- Grew web traffic from scratch to an average of 2,300+ sessions per month
- Reduced website bounce rate by 28% over five-year span