Perficient
October 2018 - April 2022
Moving from the creative world of videography and freelance content creation, my next position started as a Marketing Coordinator at a global digital transformation and IT consultancy. From there I moved through several roles and promotions to become a Marketing Manager overseeing a team and the initiatives of multiple business units.
My Time at Perficient
Marketing Coordinator
Oct 2018 - June 2020
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Assist in the creation and distribution of Commerce marketing materials.
Senior Marketing Coordinator
June 2020 - Jan 2021
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Oversee and manage a team to lead marketing initiatives for Commerce and XD.
Associate Marketing Manager
Jan 2021 - Jan 2022
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Collaborate with leadership, sales, and directors to strategize and execute Commerce and XD marketing campaigns.
Marketing Manager
Jan 2022 - April 2022
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Oversee all marketing initiatives pertaining to Platforms and Technology, one of six business-defining service subsets.
Marketing Manager
January 2022 - April 2022
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To keep pace with organizational growth and evolution, I was promoted to lead one of six marketing subgroups aligned to the organization's operational pillars. My new role is transitioning to manage all marketing campaigns and initiatives that pertain to Platforms and Technology, as well as related partnerships, and a team to carry out those programs. As this transition takes place, I will continue to handle all marketing programs for the Commerce and Experience Design (XD) business units in conjunction with the team reporting to me.
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Below you'll find a few samples of work from my time at Perficient, including content hubs, whitepapers, case studies, and blogs.
Beyond the Buzzword: The True Meaning of Experience-Driven Commerce
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This is the roundtable series I built and led and the subsequent written and video content hub.
Building Your B2B Commerce Technology Stack
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I scripted, designed, and animated all parts of this 9-part video series, as well as built the content hub with related written content in a variety of formats to complement the videos.
Associate Marketing Manager
January 2021 - January 2022
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This promotion was the natural progression to align with the business units and corresponding initiatives I was already overseeing as a Senior Marketing Coordinator, with a personal goal to ideate and launch new and innovative marketing tactics outside regular quarterly campaigns, the result being the exclusive two-track, multi-part roundtable series detailed below. Additional responsibilities include:
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Strategize, plan, and launch 12-14 holistic marketing campaigns per year, each with a distinct theme/focus and multiple content formats
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Analyze metrics and reports to determine the effectiveness of campaign and event activities
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Collaborate closely with sales team to drive pipeline and revenue growth via curated marketing campaigns
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Experience-Driven Commerce Roundtable Series
With webinar fatigue and the inability to connect in-person, I wanted to combine the value of a webinar with the connection and constructive dialog of a roundtable.
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Content
Extensive content to repurpose in multiple forms, all establishing a unique POV on an industry trend that applies to both B2B and B2C.
Leads
Engage with prospects as well as nurture existing contacts in a shortened timespan rather than the standard 6-8 month lead time.
People
Showcase a variety of skillsets and expertise from within the organization, pulling SMEs from multiple practices.
Revenue
Expand business portfolio with existing clients, as well as begin work with net new prospects who participate.
We chose to create a perspective around the meaning of experience-driven commerce, both as it relates to B2B and B2C business models, using the buying journey as a structure. The sales team invited a mixture of B2B and B2C commerce professionals, both prospects and existing customers, to attend a webinar to introduce the series. They then would have the opportunity to register for the smaller roundtable series track of their choice. There were two tracks, one for B2B and one for B2C, each with five roundtables aligned to each portion of the customer lifecycle.
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The exclusive roundtables occurred every other week over 10 weeks, and were a hybrid format with 20 minutes to present thought leadership, and the remaining 40 for open dialogue, networking, questions, and discussion around the content presented. Each roundtable featured 2-3 different speakers, each with expertise and a perspective specific to that session.
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The concept was that these smaller breakout roundtables would facilitate open conversation and establish connections amongst participants while showcasing different thought leaders to bring different perspectives and add value to each individual session. Participants who registered for a track were invited to all five roundtables over 10 weeks, and provided with pre-recorded presentations of the intro content if they were unable to attend so they would not fall behind in the series.
I worked with the sales team to facilitate their outreach efforts with the goal to remove the follow-up process associated with singular events. Sellers were responsible for inviting a mix of B2C and B2B commerce leaders, both existing clients and net-new prospects, for the first introductory session. Then we would instruct attendees to register for their preferred roundtable track, either B2C or B2B, that would kick off in 2 weeks and occur every other week for a total of 5 roundtables. When registering, attendees are automatically signed up for all 5 sessions. However, since it's unrealistic to assume everyone could make all 5 sessions, I devised an email approach that would alleviate seller responsibility to continuously remind attendees to attend, as well as actionable prompts within these reminder emails to allow registrants to confirm whether they were planning to attend that week's session or not.
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This system was a new approach to streamline a completely new content format, and we found it was extremely effective! Some other new programs I tested were interactive live polls, pre-recorded videos for follow-up, and building a digital content hub where all this exclusive content can live for public consumption.
52
Participants
15
Thought Leaders
11
Roundtables
1
Content Hub
$2.4M+
Closed-Won Attributed Revenue
10
Guides-Worth of Content
$9M+
Total Attributed Pipeline
Senior Marketing Coordinator
June 2020 - January 2021
I was promoted to independently manage the marketing initiatives of two business units, as well as hire and manage an individual to support these initiatives as part of my team.
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Promoted to independently oversee Commerce business unit marketing, as well as an additional net-new business unit, Experience Design.
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Hired and managed a direct report to assist in marketing initiatives.
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Developed and execute lead-generating marketing campaigns for my business units including content, events, and sales enablement.
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Coordinated account-based marketing activities to drive demand generation and pipeline within our most strategic accounts.
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Supported sales and client services teams where appropriate.
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Managed alliances to build strong, tactical co-marketing programs with 6 key Perficient commerce technology partners.
Marketing Coordinator
October 2018 - June 2020
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Worked with subject matter experts to ghostwrite commerce content such as blogs, guides, webinars, case studies, sales decks, website content, and more.
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Designed and created video and motion graphics presentations.
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Maintained and managed the Perficient Digital website content via Sitecore.
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Increased unique page views on Commerce Practice blogs by 43% over one year.
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Scripted and animated a 9-part motion graphic video series on B2B commerce technology, accompanied by an extensive content hub, resulting in one of the topmost visited site pages and over 60,000 cumulative video views.