Corporate Communications & Marketing Strategy Manager
International Media Ideas
مجموع سنوات الخبرة :15 years, 7 أشهر
• Develop marketing strategy and approach to drive quality leads and growth for IMI through online and offline tactics, including email, social media, PR and event marketing
• Lead and execute external communications program for IMI to educate prospective clients and partners on newly launched and existing services, resulting in 35% increase in engagement rate within 5 months
• Plan and execute ‘Stronger than Ever’ digital marketing campaign, increasing marketing contribution to sales pipeline by 40%
• Identify target audience (cohort), create cohort specific content narrative, design campaign map and create content strategy to effectively plan and execute communication campaigns
• Develop and execute an appropriate mix of content and communication tactics inclusive of web, social, newsletters and video
• Create and manage corporate blog, corporate website and social media channels, with an organized content- calendar planning approach
• Conduct A/B testing on campaign landing pages and emails against established conversion goals
• Define campaign KPIs, track, optimize and report marketing campaign performance
Client servicing:
• Created strategy and execution plan for Toyota T-Connect’s social media awareness program in the MEA region, increasing the brand’s reach by 450% in 5 months
• Create content strategy and content calendar for Toyota T-Connect social media channels
• Define campaign KPIs, track, optimize and report marketing campaign performance
• Define KPIs aligned to client’s business objectives, measure and report performance of campaigns and access against goals
• Develop and execute integrated digital marketing communications campaigns to reach Business Partners with key messages; including global launches, events and announcements
• Plan, produce, publish and coordinate Business Partner facing content and communication tactics to raise business partner awareness of, and participation in, a range of programs and initiatives.
• Coordinate with portfolio marketing and web analytics team to ensure right key words, that resonate with a buyer profile, are used in all digital and social media campaigns
• Create and optimize web content for IBM Security and Collaboration Solutions PartnerWorld web pages for optimal campaign performance
• Track and report digital campaign performance and conversion rates (Tools used: IBM Coremetrics, Unica, Sysomos, Twitter Analytics)
• Marketing ‘through’ Business Partners: Create digital content to Business Partners to enable them to execute digital marketing campaigns and market IBM based solutions to their clients
• Plan, produce and publish impactful social content to help increase IBM Systems share of voice and adoption
• Allocate budgets across multiple paid social channels inclusive of Facebook, LinkedIn and Twitter in order to generate cost effective user actions
• Work with agency partners to set up and execute paid social and campaigns on LinkedIn, Twitter and Facebook
• Create and maintain social media editorial calendar and ensure content is developed, reviewed, approved and delivered on schedule
• Develop and execute social outreach programs around signature moments, key announcements and events via Twitter Chats and Google+ Hangouts social amplification tactics
• Identify and enable social advocates to establish their expertise on social media
• Track and report digital campaign performance and conversion rates (Tools used: IBM Coremetrics, Unica, Sysomos, Twitter Analytics)
● Plan and Drive IBM Rational Competitive Marketing program
● Elevate IBM Rational capability marketing with strengthened messaging from competitive insights
● Develop internal and external marketing consumables to differentiate IBM's positioning, ultimately to drive pipeline from competitive marketing tactics:
▫ Competitor profiling - SWOT Analysis, go-to-market strategy, IBM strengths vs. competitor weaknesses and recommendations
▫ Competitor Social Media Analysis - Social media strategy, share of voice IBM vs. Competitors, social media execution strategy
▫ Internal newsletters focusing on competition
▫ External competitive content- Competitive brochures and whitepapers, email content for competitor install bases
● Review and validate positioning and messaging with product marketing teams periodically so as to keep the messaging competitively relevant
● Enable the wider marketing team including global sales, product marketing, product management and development teams periodically with competitive news, opportunities and threats
Practitioner/Developer Competitive Marketing:
● Influence the technology adoption and buying decision made by practitioners
● Counter emerging, grass-roots competitors from edging into the enterprise SW market
● Capture practitioner interest with POVs on key technical topics they care about
● Provide robust skill building opportunities
● Nurture and grow a community of peers through highly interactive ecosystem
● Influence and accelerate buying decisions through “push / progression” tactics
● Foster evangelists by driving excitement, culture and recognition
Project: IAM (Identity and Access Management) Risk Dashboard
● Research User Provisioning market to identify business problems and customer pain points
● Conduct in-depth niche market research using online customer surveys and client interviews to understand market requirements
● Create use cases and requirements presentation for IAM Risk Dashboard
● Analyse competition in the User Provisioning space for IBM Tivoli Security Incident and Event Manager (TSIEM) to better position Tivoli products in the market
● Document a marketing plan and business case for IAM Risk Dashboard
Crafted and implemented successful Search Engine Optimization (SEO) strategies for the company’s corporate website, increasing the number of hits to the website by 30%.
● Implemented SEO techniques for three clients to increase their website ranking and appear on the first page of search engines.
● Implemented e-Marketing strategies such as e-mail marketing and banner ads, which increased sales by 20%
● Developed “Proof of Concept” on Liferay, an open source platform for web content management, to develop websites and obtained approval for implementation from management, which reduced cost of porting to enterprise solutions, reducing the implementation costs by 80%.
● Created business analysis reports for the project.
● Extended and customized existing features of Liferay to client specific requirements.
● Awarded “Individual Excellence Award in Customer Delight Category” while working as a Project Leader.
Master of Business Administration Virginia, USA Major: Marketing Major 2: Supply Chain Management