Colleen Craig

Trimble, Westminster, CO / Remote

Director, Growth Marketing / Demand Generation

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Led marketing team to develop and execute campaigns in support of ~$90M marketing sourced pipeline goal and ~$30M ACV goal. Surpassed 2023 MPL goal by 10% and increased Q124 MPLs by 17% YoY. Partner cross-functionally with leadership, sales, BDRs, product marketing, content, operations, creative, and events to align campaigns with business objectives. Managed a budget of $1.5M.

Key Accomplishments:

• Develop strategy for yearly and quarterly integrated marketing framework designed to deliver on business objectives, aligned with product launches, sales priorities, and buyer personas

• Plan, execute, and supervise full-funnel marketing campaigns across Events, Digital, and Inbound including in-person and virtual events, social, display, web, content syndication, etc.

• Develop and oversee Inbound strategy and SEO optimization across content and website

• Write, edit, and approve promotional and long-form content such as emails, ads, social posts, eBooks, infographics, and white papers based on a deep understanding of the target audience and messaging

• Lead sales and marketing teams through ABM strategy by gaining stakeholder alignment, implementing supporting technologies, and defining processes that maximize customer impact

• Define, analyze, and report KPIs and metrics to executives and other stakeholders

• Educate and advise executive and peer stakeholders on marketing best practices, results, strategy, and optimization

• Coach and mentor team through web migration combining 3 disparate brands into one cohesive site and one product offering

• Work with global teams to align strategy and content

• Partner with the Trimble-wide leadership team during Long Range Planning process to create a 5-year business plan

• Lead and coach a team of 5 through acquisition and change. Train and develop marketers on best practices in enterprise SaaS, demand generation, and inbound marketing

• Key Success Metrics: Pipeline, MI, MPLs, CTOR, AVTR, ACTR, Form and Bot Conversions, SEO search volume and rankings

Salesforce, San Francisco, CA / Remote

Director, Growth Marketing / Demand Generation

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Owned the demand generation customer journey and developed integrated marketing campaigns in support of ~$3B marketing sourced pipeline goal and ~$1.9B ACV goal. Increased marketing pipeline by 52% and marketing ACV by 38% YoY in 2022. Challenged the status quo to drive change in processes, communication and content. Partnered cross- functionally with product marketing, GTM, content, operations, creative, digital, events, regional marketing, and community to align campaigns with business objectives. Managed a budget of $4M.

Key Accomplishments

• Design and implement a data-driven, strategic, integrated marketing framework designed to deliver on business objectives, aligned with product launches, sales priorities, and buyer personas

• Create full-funnel, content-driven demand generation campaigns designed to build, acquire, and convert audiences

• Align segmentation with sales targeting, acquisition/expansion, and personas

• Communicate core value propositions in promotions and content based on deep understanding of target audience purchase drivers and content best practices

• Assess gaps in content, and create 3rd party content (analyst papers, ebooks, etc.) in conjunction with SMEs, contract writers, and content syndication vendors

• Oversee and implement channel tactics across the marketing mix including digital and social marketing, events, and organic

• Present strategy, data, and recommendations to executive leadership to shape the overall business strategy

• Partner cross-functionally and globally to build and sustain relationships with peers and remove barriers

• Coach and lead a team of 4 demand generation marketers

• Key Metrics: Pipeline, MP, MA, MP to spend, ROAS, CPL, core digital channel metrics for email, social, display, web