Alison Frederick
Director of Demand Generation & Advertising
Asbury,IA
Summary
As a dynamic marketing professional, I consistently demonstrate an unwavering commitment to crushing goals and achieving exceptional results. With a proven track record of success while leading high-performance teams, I also bring a strategic mindset, creative flair, and an insatiable drive to exceed expectations.
Overview
15
15
years of professional experience
Work History
Director of Demand Generation & Advertising
Workiva
Remote, US
2021.02 - Current
- Directly manage, strategize, and oversee the Demand Generation Activation team that consists of 5 direct reports who cover: SEM (Google, Bing, YouTube), Paid Social (LinkedIn, Facebook), Sponsored Conferences & Field Marketing, Webinars & 3rd party advertising, content syndication
- Responsible for coordinating $10M+ in annual Demand Generation Marketing media budget while building paid media program based on budget efficiencies, ROI and other KPIs
- Regularly report to executives on ROI, trends, areas for budget optimization and programmatic approach to driving qualified pipeline by pulling levers that move the needle
- Directly manage day-to-day paid media agency relationships with various vendors, navigate through QBRs and conduct RFPs when necessary
- Work closely with all parts of the global marketing (EMEA), cross-functional teams, sales, partners, as well as lead partnership with regional marketing teams based outside of North America
- Relentlessly assess data by analyzing Lead, MQL & SAL conversion rates to ensure areas are optimized for lead follow up and quality conversion to sales
- Partner with sales leaders to run targeted ABM motions that accelerate bookings in surging cities with highest opportunities in pipeline
- Work with marketing operations and other stakeholders to drive lead generation methods and process, and continually find new ways to improve creation and conversion of incoming leads.
Senior Manager
McGraw-Hill Education
06.2017 - 02.2021
- Amplify social and content programs by executing programmatic and direct paid advertising via: Facebook, Instagram, LinkedIn, Twitter, Snapchat, TikTok, YouTube, AdRoll, Google Display Network
- Own & execute Paid Social programs with annual budget of over $100,000
- Lead small, but mighty social team consisting of 2 direct reports
- Build and optimize social media and content marketing programs focused on audience engagement and improving brand awareness
- Develop, document, execute, and continuously refine a content and messaging strategy and program calendar for social channels
- Monitor the company's social media accounts and foster constructive interaction with users of over 200,000 followers
- Work collaboratively with internal and external vendors to produce innovative, high-quality creative content around themes to support various thought leadership campaigns: Whitepapers, eBooks, Brochures, Event flyers, Interactives, Podcasts and Webinars
- Establish clear KPIs, regularly monitor progress, develop regular reporting, and utilize data to assist with decision making
- Ensure all social content is on-brand regarding quality and tone of voice across all air waves.
Product Marketing Manager
McGraw Hill Education
06.2017 - 06.2018
- Responsible for driving national growth within the marketing portfolio with a specific focus on digital sales, digital usage, implementation, and customer experience
- Develop/refine product messaging and positioning for our products including integrated online solutions and related digital tools and services
- Design and implement campaigns to launch new digital products and services, including customer communication, competitor analysis, implementation, sales training, and support
- Prepare, execute, and evaluate marketing and business development plans for portfolio
- Lead technology focused product presentations for customers, as well as at national, regional and district sales meetings and conferences and major events
- Analyze market trends and potential market opportunities and participate in market research, market planning, and product development
- Work with sales organization to develop training tools and materials, answer customer/rep inquiries, and troubleshoot special problems.
Demand Generation Campaign Manager
IBM
03.2013 - 06.2017
- Act as “hub” for sales, product and marketing teams and lead demand generation strategy for assigned Watson products keeping in mind market factors, audience profiles, roadmap and business goals
- Build and strategize end-to-end high-quality campaigns that drive pipeline and convert browsers to qualified buyers
- Build and manage a rich content/editorial calendar that attracts a qualified audience to our owned properties (including blog posts, whitepapers, eBooks, reports, webinars, infographics, etc.)
- Develop and manage demand generation programs with agencies to maintain presence in market and optimize all parts of the funnel
- Grow new leads, including marketing-qualified leads, by converting site traffic through calls-to-action, landing pages, and lead generation content (including offers)
- Optimize our marketing automation and lead nurturing processes through email, content, and social channels
- Establish closed-loop analytics with sales to understand how our inbound marketing activity turns into customers, and continually refine our process to convert customers.
Team Lead
IBM
03.2013 - 10.2015
- Act as an extension of the department manager; supervising the work of pool team members (10 people), which includes but is not limited to assigning and directing change management amongst team members
- Ensure that customers and account teams follow standard guidelines (SLAs) and procedures when requesting services from the pools
- Analyze all incoming work thereby deriving a dispatching plan that optimizes the execution of the work on a continual basis
- Analyze metrics to identify service & change trends, make recommendations to improve operations.
Account Manager & SEO Specialist
04.2009 - 05.2015
Business Specialist
Apple
04.2012 - 02.2013
Adjunct Instructor
Southern New Hampshire Univ
07.2022 - Current
Adjunct Instructor
Univ of Dubuque
05.2010 - 12.2022
Education
MBA - business administration
Bachelor of Arts - Broadcast Communications
2005
Accomplishments
- Gartner Marketing & Communications Awards Winner (Small Idea, Big Impact) 2023
- Nominated for Women of Achievement Award of Dubuque (WLN) (2023)
- Led the Demand Generation Activation team (Workiva) to drive $10.4M in Influenced bookings (2022)
- Exceeded marketing qualified pipeline target (Workiva), 33% and $178M YTD (2021)
- Increased inbound traffic to Content Hub YOY by 127% (McGraw Hill)
- Increased overall social engagements YOY by 65% (McGraw Hill)
- 2017 Product Marketing Goal Achiever of the Year (McGraw Hill)
- Built the Watson Demand Generation program from the ground up - directly managed $1M+ annual Paid Media Advertising & Marketing budget and contributed over $6M in sales pipe in 2016 (IBM)
- Managers Choice Award at IBM (2014)
- Delivery of Excellence Award at IBM (2013)
- Edward R. Murrow Award (Broadcast Emmy) in the Investigative Reporting
NBC News (2005)
Skills
- Paid Media Ad Campaign Managers: Facebook, LinkedIn, Twitter, SnapChat, TikTok, YouTube & AdRoll, StackAdapt
- ABM tools: Terminus, 6sense
- Organic Social: Sprout Social & Sprinklr Marketing
- CRMs: Salesforce, Highspot, Marketo
- Webinar tools: Elite Live ON24 Webcast & INXPO
- Analytics: Google Analytics, Webmaster Tools, Quicksite (AWS), Tableau
- Advertising Management
- Account Management
- Promotion and Advertising
- Revenue Forecasting
- Event Planning
- Marketing and Advertising Strategies
- Budget Planning
- Ad Purchasing
- Pipeline Management