ALAINA KRETCHMER

Up-leveling the Customer Reference and Customer Advisory programs to scale with the growing Cloudflare organization.

CUSTOMER REFERENCES

• Experimenting with new ways to garner more reviews on Gartner Peer Insights, successfully bringing in 600 new 4 and 5 star reviews over 5 different markets - a 620% increase in total Gartner Peer Insights reviews since 2021.
• Continuing to grow relationships created by the Cloudflare Innovator Program and nurture Innovators by inviting them to be thought leaders and showcasing them in various ways, helping to close ~$26M in total ACV through initiatives where an Innovator was used.

CUSTOMER ADVISORY

• Successfully transitioned virtual Customer Advisory Council meetings to 4 in-person meetings per year, and created playbook for regional teams to run meetings in EMEA and APJC.
• Lead all Advisory Council strategy from the event planning to member invitations to meeting content for the 2 NAMER meetings, alongside Cloudflare's Co-founders and other Cloudflare executives.
• Building powerful, long-standing relationships with senior-level executives from our biggest, most strategic customers (F1000/G2000)

Built, designed and implemented the groundwork needed for a successful Customer Advocacy Program, while building meaningful relationships with our greatest customer advocates and leading cross-functional teams to fulfill references needs across the company.

CUSTOMER REFERENCES

• Increased reference library of Public and Private references by 621%, creating a foundation of 1,006 total references to be used to fulfill reference needs across the organization.
• Built, implemented and maintained various reference programs used by the entire organization for customer acquisition, expansion and retention, like the Sales Reference/RFP Program, helping to close ~$16M in total ACV across all programs.
• Consistently fulfilled at least 98% of reference needs requested by Marketing/Communications, Analyst Relations, Sales and Product on a quarterly basis.
• Designed and managed Gartner Peer Insights review program, growing number of 4 and 5 star reviews across 3 different markets by 160%, and winning Cloudflare Voice of Customer for all 3.
• Built and maintained the Cloudflare advocacy program, called the Cloudflare Innovator Program, exceeding member goal by the end of the first quarter.

CUSTOMER EVIDENCE (Interim Lead)

• Led the sourcing, creation and publication of customer case studies and videos.
• Led Cloudflare's customer story social strategy, growing total engagement by 30% in the first 3 months.

CUSTOMER ADVISORY

• Program Lead for Cloudflare's virtual Customer Advisory Council, owning the customer nomination and invite process, as well as managed the content creation and all other logistics for eight global meetings per year, never receiving lower than a 4.6 out of 5 CSAT score.

Built the Customer Advocacy program from the ground up and led all initiatives through their processes to completion, while developing meaningful customer relationships and working cross-functionally across the entire organization to make sure all new processes and procedures were understood and adopted.

• Grew customer case study program by 72%
• Grew customer review program from one platform to three platforms, and increased number of reviews by over 1000%
• Built and launched first customer newsletter program and saw steady increase in open rate and CTR with each send

Developed, designed and managed a cross-functional customer success program for Adobe's Experience Cloud customers that helped them use Adobe's digital marketing products more effectively, efficiently and at a higher capacity to foster customer retention, renewals and upsell.

• Designed and built Adobe Analytic’s first monthly customer newsletter program and grew the subscription base by 85%
• Led the planning and execution, across multiple business units, of Adobe Experience Cloud’s first event program, Adobe Insider Tour, grew the program by 300% year over year, and saw a 100% satisfaction rate from all customers who participated in the tour

Managed global campaign strategy and integrated, cross-channel execution to generate awareness, demand and revenue for Adobe's Experience Cloud business.

• Administered strategic campaign plan that delivered qualified leads to support and grow Adobe’s XC business by applying best-in-class marketing strategies for maximum impact
• Led cross-functional team and orchestrated cohesive, multi-channel alignment to execute and optimize campaign plan
• Oversaw acquisition marketing strategies and tactics across all digital channels with a key focus on data driven decisions and optimizations for company efficiencies

Designed, implemented and maintained Customer Reference Program that generated awareness, revenue and goodwill for Livefyre, as well as increased retention and upsells.

• Designed, implemented and maintained the Customer Reference Program, including a customer reference library, sales references, case studies and videos
• Trained customers how to effectively and creatively use Livefyre API's to extend the platform for more tailored, robust use cases
• Headed the planning and execution for sponsorships at corporate conferences

Directed the strategy, timelines and execution of key product launches for premiere brands.

LEAP MOTION

• Responsible for brand overhaul that resulted in 2.5X increase in quarter-over-quarter sales

PLAYSTATION

• Managed the development of a national omni-channel re-launch campaign for PlayStation Vita

NVIDIA

• Facilitated the development of global, multimedia campaigns for new NVIDIA product launches that transitioned the company from B2B to B2C

NEW BUSINESS

• Led the new business teams through entire pitch process beginning with the RFP all the way up to focus group testing and final decision

Managed the ideation and execution of local go-to-market ad campaigns for T-Mobile.

• 100% increase in year-over-year sales for installation at The Texas State Fair
• Saw 30% lift in sales for hyper local Windows Phone campaign
• Exceeded sales by more than 6x it's forecasted sales increase in national campaign