ALLYSON Houser
Atlanta,GA
Summary
Strategic and driven Marketing Executive with 22 years of experience in all areas of marketing. Tech-savvy, natural leader with hands on experience in building programs across all functions including demand generation, global campaigns, customer expansion, customer advocacy, brand, product launches, events and account-based marketing. Driven leader with a record of helping to drive 30-45% growth YoY. Customer-centric, focusing on the customer voice and brand purpose, uniting sales, customer success and marketing.
Overview
21
21
years of professional experience
Work History
VP of Marketing
Origami Risk
07.2019 - Current
- Maintained a >30% contribution rate for pipeline and revenue YoY
- Worked with the executive team to drive strategy and goals
- Built a team from 5 to 22 to include Demand Generation, Client Marketing, Product Marketing, Field Marketing and Events, Analyst Relations, Public Relations, International Field Marketing, Marketing Intelligence, Marketing Operations, Digital Marketing and Brand
- Built go to market strategies for 5 new markets to create brand awareness, sales enablement, pipeline, revenue, and client adoption
- Created an effective and efficient team with an average CPL of less than $200
- Worked with operations and finance to build reporting and present reporting and metrics to the executive leadership team.
- Increased brand awareness by developing and executing comprehensive marketing campaigns.
- Boosted sales revenue through innovative product launch strategies and targeted promotions.
- Optimized marketing budget allocation to maximize return on investment, prioritizing high-impact initiatives.
- Collaborated with executive leadership to set strategic marketing goals aligned with overall business objectives.
- Managed public relations efforts, securing positive media coverage for company news and events.
Kaizen Leader
Pindrop Security Inc.
01.2018 - 06.2019
- Changed the structure of the company business objectives so that they were more inclusive of all internal departmental goals
- Launched an internal initiative, based on the new business objectives, for goal alignment at individual levels in order to create transparency and celebration around contribution and inspire a 'play for the team' culture
- Increased team productivity by streamlining communication and implementing effective project management strategies.
- Led cross-functional teams to achieve company-wide goals, fostering a culture of collaboration and innovation.
Marketing Director
Pindrop Security, Inc.
05.2016 - 06.2019
- Managed a $5M departmental budget with a >60% pipeline contribution
- Go-to-Market strategies and execution for ABM and demand generation, with a 10% higher conversion rate throughout the funnel
- Led strategy, targeting and campaign development for 100, large Fortune 500 clients as a part of the ABM program.
Senior Marketing Manager
Dell SecureWorks
04.2015 - 05.2016
- Led the global field marketing and events team, comprised of 10 total people
- Developed and oversaw Go-to-Market strategies for individual sellers as well as regional sales teams, channel and Fortune 500, globally
- Client Marketing, focusing on NA campaigns and programs
- Directed channel marketing, including Industry, associations and business development
- Created and directed the global executive briefing program with an average of 3 to 4 EBC's weekly
- Lead speakers' bureau and internal speaker development and training program
- Oversaw global events including The Global Client Forum, The Enterprise Security Summit, 200 various organic events, trade shows and speaking opportunities, and The Annual Sales Meeting
- Lead the field marketing strategy and program including demand generation, pipeline acceleration, events, sales communications, industry/vertical strategy and content development, sales enablement, digital, account-based marketing for a 300-person sales team
- Developed and wrote client and executive communications
- Demand transformation with Annuitas: worked with global demand and digital to overhaul our entire demand program for perpetual including content development, marketing automation, website build, data consolidation and cleanse, persona and journey mapping, marketing and sales operations SLAs, BDR and sales training, and launch.
Marketing Manager II
Dell SecureWorks
02.2011 - 04.2015
- Consistently achieved and surpassed lead goals for 5 years in a row
- Worked closely with a 200-member Sales team to reach lead generation and revenue goals
- Led the relationship for Dell SecureWorks for Dell/Accenture Joint Initiative: content and strategy
- Created content and strategy for email marketing, social media, and prospect-facing materials for field marketing campaigns
- Worked with product management and product marketing to develop messaging and content for agendas, abstracts, and presentations
- Built marketing plans for yearly and quarterly activity, managed large budgets up to $1.5M and tracked ROI
- Managed a team of 5 with over 200 events annually
- Managed our go-to-market strategy and programs through being acquired by Dell and after so that we were delivering revenue against increased measurable goals while preserving our brand
- Managed client marketing and worked directly with clients for advisory events, client advocacy and continued education.
Marketing Manager
SecureWorks
07.2005 - 02.2011
- Built SecureWorks' customer conference, The Enterprise Security Summit, which led to an average of $3M in revenue annually
- Built the first client advisory board, which became the Global Client Forum, comprised of 45 CISO's globally, which led to $5M in revenue the first year
- Created, designed and managed a customer roadshow program that led to $2 million in revenue within 6 months
- Lead business development and negotiated terms of agreements
- Planned and executed major events including dinners, hospitality suites, seminars, sales meetings, customer summits, conferences, executive meetings, cocktail and partner events of up to 100 per year and all supporting marketing
- Supported a 60-member sales team through field marketing
- Managed brand awareness through all verticals including two rebranding's of the company in a year and a half due to a merger and an acquisition - collateral, website, trade show elements, etc.
Marketing Coordinator
Atlanta Decorative Arts Center, ADAC
08.2003 - 07.2005
- Managed and Edited a 4-color newsletter mailed to over 18,000 designers, and monthly internal newsletter and the ADAC Annual Directory
- Prepared PR, advertising, and marketing materials for ADAC
- Assisted in the planning, coordination, and execution of all special events and programs co-sponsored by various magazines such as Veranda, House & Garden, and Elle Décor
- Worked with PR firms/agencies to facilitate marketing ADAC's lines and show rooms
- Responsible for the management of the ADAC Website, database and email campaigns.
Education
Bachelor of Business Administration -
The University of Georgia, Terry College of Business
Executive CMO - Marketing
Northwestern College
Bedford Park, IL12.2024
Digital Marketing Certification - Marketing
Cornell University
Ithaca, NY12.2019
The Leadership Consortium - Organizational Leadership
Harvard University
Cambridge, MA06.2019
Skills
- Marketing plan development and strategy
- Account-based marketing
- Growth marketing
- Natural leader
- Analytics/measurement
- Thought leadership content development
- Problem solving
- Action oriented
- Communications
- Strategic thinker
- Budget development and management
- Strong time management
- Corporate messaging
- Story development and brand management
- Relationship building and rapport
- Highly organized
- Accomplished manager
- Creative and innovative
- Competitive Analysis
- Creative Direction
- Partnership Development
- Cross-functional Collaboration
- Team Leadership
- Performance Metrics
- Branding
Affiliations
- Chief
Additional Education
The Leadership Consortium, Harvard Business School, Organizational Leadership, Selected to join the inaugural cohort of The Leadership Consortium, a first-of-its kind leadership accelerator that unleashes the full potential of participants to lead at senior levels of a global organization. Through a customized mix of participant development and direct company engagement, TLC enables strategic investment in diverse, high-value talent and discontinuous leaps in individual and company performance.
Recognition
- 2018 Pindrop DEPTH Award - Play for the Team
- 2014 Dell Champion Award
- 2006 SecureWorks Employee of the Month
Volunteer Experience
- ACYA Football and Cheer Board, 2020-present
- ACY Cheer Coach, 2020
- Softball Coach, Murphey Candler, 2020, 2021, 2022
- WIT Connect, Marketing Chair, 2013-2014
Timeline
VP of Marketing
Origami Risk
07.2019 - Current
Kaizen Leader
Pindrop Security Inc.
01.2018 - 06.2019
Marketing Director
Pindrop Security, Inc.
05.2016 - 06.2019
Senior Marketing Manager
Dell SecureWorks
04.2015 - 05.2016
Marketing Manager II
Dell SecureWorks
02.2011 - 04.2015
Marketing Manager
SecureWorks
07.2005 - 02.2011
Marketing Coordinator
Atlanta Decorative Arts Center, ADAC
08.2003 - 07.2005
Bachelor of Business Administration -
The University of Georgia, Terry College of Business
Executive CMO - Marketing
Northwestern College
Digital Marketing Certification - Marketing
Cornell University
The Leadership Consortium - Organizational Leadership
Harvard University
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