Alex Tinsley

Responsible for leading the shift from product-led, user growth to enterprise-focused by developing buyer personas, creating marketing campaigns, and managing demand programs to support the go-to-market strategy by working closely with product management, engineering, sales leadership, partner sales teams, and legal to translate product features and benefits into customer and advocate facing messaging and assets. Use behavioral economics, market triggers, and product telemetry to uncover the best accounts and users to engage with on the value of increased product adoption or new products.

• Build and develop personas and articulate product value in the context of various use cases.
• Create messaging and positioning that differentiates the product and develop a portfolio of assets that increase adoption and purchase.
• Develop relationships with and manage analysts at business-to-business technology analyst firms.
• Drive targeted demand efforts for our sales segments through omnichannel personalized experiences for each core persona resulting in ~30% pipeline growth.
• Responsible for global field marketing budgets and working with in-region agencies, and channel partners.
• Build, coach, and grow an international team of talented individuals that will shape how we market.
• Partner with senior sales leadership, partner sales, product managers, and growth marketing worldwide to establish business objectives and translate those into impactful programs that achieve ~24% ARR growth YoY.
• Responsible for the marketing qualified account process, including appropriate lead stages, correct routing, funnel performance, and program pipeline creation.
• Establish the data collection for crucial demand metrics across the funnel, working closely with our data analysts. Use this data to decide what experiments to run weekly, monthly, and quarterly to improve account engagement and pipeline creation.
• Work with Marketing Operations and Digital Marketing to establish best-in-class technology and processes as part of our growth goals.
• Drive ongoing communications and quarterly business reviews and influence a range of global stakeholders, including the CEO

Responsible for developing the marketing campaigns and programs to support the Go-to-market strategy by designing, building, and operating account-centric efforts that translate into the pipeline, driving larger deal size, better deal velocity, and conversion across the funnel. Use behavioral economics, market triggers, and product telemetry to uncover the best accounts and users to engage with on the value of increased product adoption or new products.

• Drive targeted demand efforts for our sales segments through omnichannel personalized experiences for each core persona.
• Build, coach, and grow a global team of talented individuals that will shape the way we go to market.
• Responsible for the marketing qualified account process, including appropriate lead stages, correct routing, funnel performance, and delivered an increase of ~17% net new account pipeline creation for programs.
• Establish the data collection for crucial demand metrics across the funnel, working closely with our data analysts. Use this data to decide what experiments to run weekly, monthly, and quarterly to improve account engagement and pipeline creation.
• Work with Marketing Operations and Digital Marketing to establish best-in-class technology and processes as part of our growth goals.
• Partner with senior sales leadership, partner sales teams, and product managers across the organization to develop business objectives and translate those into impactful programs that achieve desired outcomes
• Drive ongoing communications and quarterly business reviews and influence various stakeholders, including senior executives.
• Manage the local marketing teams to support local needs when creating demand for their regional and partner sales teams.

Manager, Global Mid-Market Demand Generation Programs

May 2019 - September 2021

Responsible for leading and developing the global demand generation team that drives the “Smarter Targeting” strategy by leading with data and is net-new business obsessed. The team is part of the front end for acquisition marketing strategy, including content, and we proactively identify pipeline gap programs and growth initiatives. Responsible for the overall execution of the campaign programs, including lead generation strategy and RLM plans, campaign performance & revenue goals.

• Identify, build, and enable stretch goals for the team members’ personal development to create higher trust, empowerment, and collaboration levels.
• Build a "Smarter Targeting" Strategy and Data Hub
• Build and democratize a more intelligent targeting strategy to improve program confidence by feeding the teams with target data insights and guidance.
• Build and deploy (along with the data science coalition) a ‘Smarter Targeting hub’ that will host any customer or prospect data for marketing program owners to access so they can build their programs with ‘data fed’ confidence.
• Use data intelligence and insights to build a marketing approach for “Smarter Targeting” to tailor messaging and marketing programs for new accounts and contacts to increase ~22% and accelerate conversion rates ~40%.
• Managed the marketing funnel and end-to-end demand generation, including market segmentation, digital marketing (paid and organic), web behavior, content, asset and offer consumption and optimization, response capture, and optimization.
• Work with regional and channel partner marketing teams, & digital sales teams to create a compelling and seamless journey using digital, programmatic, and non-digital tactics at each stage of the buyer’s journey.
• Create campaign logic maps, implementation guides, email & RLM logic with support from Digital and Marketing Automation Specialists to set up & roll out the campaigns.

Channel Partner Campaign Marketing Manager, Global Demand Generation Programs

August 2016 - May 2019

Responsible for building the business case for each campaign channel partner program articulating the program's value for varying partner types (or categories) and what value each partner type (or category) brings to each campaign channel program. Additionally, I worked on analyzing and identifying root causes and action plans to address program performance issues and drive continual improvement of campaign channel partner program results.

• Manage the creation of plans for campaign channel partner programs across the DMRs, Disty’s, Mid-Market, and CCSPs.
• Engage the regional channel partner marketing and sales organizations to represent campaign business perspectives proactively. Understand our partners' business and technical requirements and work closely with the internal development team to guide the direction of our campaign program offerings.
• Develop and track key performance metrics (such as deal registration and lead pass) utilizing Salesforce.com and Partner Marketing Center.

Channel Partner Marketing Manager, North America Public Sector

April 2015 - August 2016

Responsible for Identifying and developing the marketing strategy, direction, and programs and managing budgets needed to grow and accelerate Red Hat’s North America Federal and SLED business through our channel ecosystem of Distributors, VARs, and Hi-Volume Resellers.

Senior Marketing Program Specialist, North America Public Sector

January 2014 - April 2015

Responsible for developing and executing the Public Sector go-to-market strategy for IT Infrastructure and Storage programs, SLED Account-based and SLED Channel Partner marketing, and the Security Campaign.

Responsible for creating and implementing operational processes for lead generation, follow-up, and growth for AvePoint Public Sector globally.

Responsible for creating and implementing annual marketing strategies for brand awareness, lead generation, and revenue growth for the Quest Software, Amazon Web Services, and Google accounts.