Ashley Topping

Recruited to lead and stand up the US GTM strategy, motion and team and integrate with the global marketing team to meet global business objectives. Stood up nine marketing channels in first six months and drove 40% pipeline growth QoQ in past twelve months.

• Develop, optimize and scale demand generation initiatives and campaign planning for the US to, ensuring inbound motion outperforms inbound pipeline and revenue targets.
• Lead development and implementation of strategies for automated nurture campaigns, SEO, content marketing, and digital PR, and tracking and analyzing the effectiveness of each campaign.
• Develop integrated paid and organic programs that communicate product value
• Improve marketing performance reporting to measure effectiveness, performance and ROI of marketing spend
• Operate hand-in-hand with Sales leadership to create feedback loops and improve inbound pipeline conversion
• Increase brand awareness by developing and implementing strategic marketing campaigns in US and global markets.
• Lead a team of marketing professionals for successful product launches and promotions.
• Enhance customer engagement with targeted social media strategies and content creation.

Responsible for building and executing a marketing strategy that drives opportunities and accelerates growth for services-based business

• Responsible for competitive analysis and market trends analysis to drive business decisions for predictable and scalable growth
• Operated as a trusted advisor to the executive team to drive the most complex and high-risk marketing strategies and campaign themes
• Built, drove and executed complete re-brand, including name, for company’s overall brand image, awareness and recognition
• Launched new products and child brands, including brand and demand strategies supporting overall business plan
• Drove and created strategies that support demand creation, sales enablement and market intelligence, to ensure effective execution of campaign programs
• Developed, managed and executed marketing plan, including, market analysis, budget management, competitive analysis, segmentation, targeting, positioning, messaging, content plan, awareness, demand generation, product launch management, and customer marketing
• Researched, designed and managed digital and account-based marketing campaigns driving 40% growth in pipeline.

Responsible for establishing and implementing strategic marketing plans to support the organization’s overall goals and global strategy

• Responsible for integrating acquisition brands into one brand, while driving a brand to demand strategy against the company’s growth plan
• Developed, orchestrated and executed global marketing plans in support of sales goals, including digital marketing, conferences / events, PR initiatives, social media, and content strategy
• Implemented reporting dashboards and tracked performance of marketing plan
• Integrated acquisition brand into parent brand, including overall rebranding efforts
• Drove content to support sales enablement, accelerating pipeline opportunities
• Managed marketing communications program and content map, including website, collateral, sales tools, public relations, analyst relations, etc
• Led strategy and overall development of demand generation efforts; including inbound and outbound marketing efforts to support global growth supporting 60% of sales pipeline.
• Stood up digital marketing for business to increase inbound and organic growth for business
• Established business development processes with Sales to ensure no lead left behind strategy, including reporting, hand-off, automation, etc.

Responsible for partnering with executive team for start-up business to drive lead generation and build brand awareness to achieve accelerated growth

• Drove brand awareness through analysts, achieving company placement in competitive landscapes through market launch in first full year of sales funnel
• Lead GTM, product and brand marketing across all market segments
• Defined and implemented marketing strategy, including customer definition and target personas, segmentation, and go-to-market planning
• Collaborated with exec team to ensure product and company messaging were aligned with long-term strategy
• Implemented marketing stack (HubSpot, Salesforce, Google Analytics, Bombora, Google Analytics, Power BI, and Drupal)
• Partnered with Sales to deliver leads, sales collateral and sales enablement tools
• Developed and executed integrated marketing campaigns that drove 350% growth in lead generation for sales pipeline
• Led marketing team in all facets of marketing; including demand generation, SEM, website development, PR, Thought Leadership, industry events, etc
• Maintained demand generation budgets and optimize return and results across direct and VAR channels

Responsible for partnering with business leaders and Sales team in developing and measuring marketing campaign activities to help increase awareness of Hyland Software and to help achieve revenue objectives

• Developed, executed, and measured integrated marketing programs aligned with needs of IT buyers / influencers of enterprise content management (ECM) solutions
• Facilitated development and distribution of content; execution of global digital marketing and inbound programs; regional execution of conferences and events, and enablement of sales and marketing stakeholders
• B2B digital marketing techniques, as well as integrated marketing planning and conference / event execution.

Responsible for ongoing development and execution of lead generation and marketing programs supporting region's sales organization. Focused on driving healthy sales pipeline to achieve sales goals through execution of field-marketing plan, executing marketing events and participation in trade shows, webinars, seminars, lead generation activities, targeting prospects, customers, and overall promotion of company's software portfolio. Conducted market analysis and provided win/loss analysis on every sale.

Recruited to coordinate marketing and sales strategies for software development in healthcare IT industry. Accountable for project management, strategic planning, market analysis, trade show coordination, sales, professional selection and procurement, vendor relations, presentation delivery, and problem-solving.