Barbara Armour
Edwardsville
Summary
Results-oriented Sr. Director with over 25 years of experience driving revenue and market share through data-driven, omnichannel Go-to-Market strategies. Leads cross-functional teams to implement AI-powered personalization and scalable MarTech solutions while managing multi-million dollar budgets. Skilled in crafting comprehensive GTM campaigns and collaborating with C-suite executives across B2B, B2C, and DTC sectors.
Overview
24
24
years of professional experience
Work History
Marketing Product Manager
Microsoft
02.2026 - Current
- Coordinated cross-functional teams to implement web insights and priorities, achieving on-time redesign of surface.com across 37 countries and 120+ webpages in under 4 months.
- Orchestrated data reporting from Adobe CJA and generated actionable insights for cross-functional teams, facilitating creation of 20+ A/B tests per quarter.
- Managed daily operations and improvements for Windows.com and Surface, enhancing business KPIs and user engagement.
- Oversaw insights derived from 3rd party SOTI research.
- Conducted QA process for web pages involved in global promotional efforts.
Sr. Product Manager -Data Owner
Anheuser-Busch, Inc.
05.2024 - 01.2025
- Owned IRIS Database operations for enterprise-wide product recognition, analytics, marketing enablement, competitive shelf-space planning, revenue reporting, and route operations while overseeing 2 direct reports, SQL queries, and vendor partnerships.
- Documented workflows and architecture, built and set up library in Wiki to enhance team knowledge sharing.
- Orchestrated Agile execution and team training across data and engineering teams, resolving 85 system upgrades and bug fixes in six months to enhance platform stability and accelerate release cycles. Azure Dev Ops SME.
- Implemented QA test environments and launched 27 new features—reducing on-shelf recognition errors by 39% [FROM 23% TO 13%] —then trained LML models on 160 SKUs to enable day-one reporting versus a typical 10-business-day delay.
- Implemented QA test environments and launched 27 new features, reducing on-shelf recognition errors by 39% and training LML models on 160 SKUs for day-one reporting versus a typical 10-business-day delay.
Sr. Product Marketing Manager
Kore.AI
01.2023 - 12.2023
- Led 12 full-funnel go-to-market campaigns across events, digital, and abm channels, generating MQLs and increasing lead volume by 40% within top-tier financial accounts.
- Partnered with Salesforce, sales, media, and product teams to align OKR, create new product positioning, new media tactics, and messaging across 5 product lines, achieving a 30% uplift in win rates and shortening sales cycles by 20%.
- Launched a C-Suite at Banks, Credit Unions via direct mail and email campaign for 125 MQLs, creating $$3.2M in revenue in 12 weeks and 25:1 ROAS.
- Developed 50+ integrated marketing assets, including sales presentations, blogs, webinars, case studies, VOC surveys, infographics, trade show materials, and video content, which boosted content engagement by 60%.
- Created innovative generative AI applications to enhance financial services.
Senior Product Owner
USAA Inc.
04.2021 - 12.2022
- Delivered AI-driven 'Next Best Action' features and personalized offers using Pega AI CDH across omnichannel engagement and cross-selling campaigns for 14 million USAA members.
- Boosted Agile Scrum team performance from 51% to 98% sprint capacity within three months by optimizing backlog grooming, process workflows, and cross-team collaboration.
- Facilitated Adobe Analytics stand-ups and reporting for 5 lines of business; managed Tag Container builds and deployments, documenting best practices and architectures for consistency in Adobe Campaign and Experience Manager.
- Defined and managed 52+ features and stories across 8 epics for credit card and insurance lines of business, ensuring alignment with strategic objectives.
- Collaborated with marketing and data teams to ensure secure, accurate ingestion of first-party data into CDH via Kafka and REST APIs, improving decision engine precision by 30%.
- Financial Services B2C
Sr. Director Product Mktg., MarTech, Business Intell.
Client Command
03.2018 - 06.2020
- Created and deployed three departmental functions for product, marketing, C-suite, and finance strategy teams, enhancing collaboration and efficiency.
- Implemented advanced tagging, SQL queries, and KPI funnel tracking across web content and customer segments, delivering insights that drove a 150% YoY increase in MQLs and improved sales collateral effectiveness.
- Revamped Salesforce infrastructure by enhancing rules, lead scoring, and adding Pardot automation. Improved agent email personalization and funnel insights, doubling close rates from 12% to 26% in six months.
- Partnered with vendors to define LLM/NLP product requirements and co-led Client Portal UX enhancements, enabling faster shopper conversion (9 days faster) and 3% lower operating costs across dealer networks.
- Instituted GA4 tagging, Google Containers, and reporting to optimize daily, weekly, YTD, and YoY trends with agency support.
- Defined LLM/NLP product requirements with vendors and co-led client portal UX enhancements, accelerating shopper conversion by 9 days and reducing operating costs by 3% across dealer networks.
- Developed AI targeting strategies for automotive industry
Sr. Director, Product Marketing
US Bancorp
04.2017 - 03.2018
- Led go-to-market strategy and change management for new SaaS Digital Payment Solutions in SMB driving an increase of 19% in revenue -above forecast.
- Designed and launched sales ROI calculator for field demos, resulting in 7% lift in client close rates and increased sales team confidence.
- Developed and executed email campaigns, training materials, and sales enablement collateral to enhance SMB acquisition and retention.
- Introduced and authored call center incentives and training programs, increasing purchase rates from 11% to 37%.
- Executed digital payment solutions for B2B clients in the SaaS sector.
Senior Manager – Product Marketing, MarTech
Verizon Inc.
05.2015 - 04.2017
- Managed a $146.8M MarTech transformation budget and led omnichannel GTM campaigns, consumer research, and business insights, driving a 37% improvement in media targeting and spend optimization.
- Directed team of 6 and 2 agencies to overhaul tag management and UX for B2C/B2B IoT retail solution, resulting in 17% sales unit increase within 90 days of relaunch.
- Implemented Adobe Experience Cloud (Analytics, Audience Manager, Experience Manager, Target/Data Workbench), retiring 3 legacy platforms in 6 months and streamlining reporting workflows for enhanced efficiency.
- Led A/B testing across email, display, and web channels with Adobe Analytics/Test & Target, increasing conversion rates and informing C-Suite optimization decisions.
- Developed initiatives for B2B and B2C markets to drive sales growth.
Senior Manager – Market Intelligence & Vendor Ops
COX Media
01.2012 - 05.2015
- Owned marketing research planning and vendor management, delivering monthly insights presentations to industry C-Suite.
- Led 20 end-to-end strategic market intelligence studies—covering Millennial and Hispanic shopper journeys, Uber impact, Smart Head Unit Growth and Competitive Media Spends—to inform product design, messaging and go-to-market strategy.
- Owned Marketing Research planning, Vendor Management plus monthly presentations on insights to industry C-Suite.
- Negotiated and managed vendor agreements for $3.8M budget across 14 data and analytics vendors, streamlining operations and improving competitive intelligence.
- Led 20 strategic market intelligence studies on Millennial and Hispanic shopper journeys, Uber impact, Smart Head Unit growth, and competitive media spends to inform product design, messaging, and go-to-market strategy.
- Conducted market analysis for automotive B2C and B2B sectors
Senior Director, Product Marketing
Equifax, Inc.
01.2011 - 12.2011
- Directed go-to-market strategy for three new product launches and UX revamp, contributing to $329M in sales through integrated email, search, display, and DRTV campaigns.
- Directed $32.8M marketing budget and led onboarding of new creative and media agencies to support national campaigns and brand transformation initiatives.
- Executed A/B testing and optimized SEM/DRTV across two national campaigns, resulting in enhanced conversion rates and increased brand engagement.
- Deployed behavioral targeting via Audience Science platform, improving media performance and enabling precise audience segmentation.
- Financial Services B2C
Marketing Director / Planner, Ecommerce
Sears Holding Corp.
09.2009 - 12.2010
- Led annual web merchandising, promotions, and design planning for all departments, directly reporting to C-Suite and serving as strategic lead across 18 business units.
- Directed 50+ digital marketing programs by shopper segments, with a $38.7M promotional budget, generating over $443.4M in revenue and achieving a 16% year-over-year sales increase.
- Led a team of 7 and managed 2 digital agencies to launch Sears.com's first real-time, auto-trigger emails, delivering $850K in new revenue in 30 days and advancing CRM personalization.
- Managed daily Omniture tags and tracking, KPI reporting dashboards, and URL library to optimize performance measurement.
- Oversaw retail B2C strategies
Director–Product & Partner Marketing
Earthlink, Inc.
01.2003 - 09.2009
- Led marketing team for affiliate partners and high-speed products; managed 2 FTEs to set KPIs, vendor SLAs, and reporting cadence, scaling acquisition and product launch operations.
- Owned P&L, pricing strategy, branding, and co-marketing across Affiliate and Partner channels; optimized digital media to grow channel revenue share from 41% to 58%.
- Owned P&L, pricing strategy, branding, and co-marketing across affiliate and partner channels; optimized digital media, increasing channel revenue share from 41% to 58%.
- Designed and launched GTM for new DSL/Cable high-speed portfolio; achieved 21% conversion among high-propensity dial-up users versus 10% forecast.
- Oversaw operations for ISP and WiFi offerings targeting B2C and B2B markets.
Education
Master of Business Administration (MBA) - Business Administration
University of Phoenix
Phoenix, AZBachelor of Science (B.S.) - Business Administration, Economics
Benedictine College
Atchison, KSSkills
- Generative AI Product Management
- Full-Funnel Demand Generation & ABM
- Omnichannel GTM Strategy- Media Optimization
- Customer Segmentation Research & Targeting Analytics
- Market Research Intelligence & Competitive Analysis
- Adobe Analytics Audience Manager, Experience Manager
- A/B Testing & Conversion Optimization
- UX/UI Mentor for Web, Mobile, and Apps
- Digital Transformation & Platform Migration
- MarTech Operations & Automation & API Development
- Agile SAFe Process Management
- CRM-Salesforce, HubSpot, Pardot, Microsoft Dynamics
- Data Governance, Advanced Analytics, Insights
- Creative Content Briefing & Production
- Cross-Functional Team Leadership & Training
- Loyalty /Portfolio Lifecycle Marketing
Technical Tools And Certifications
AWS, DataBrick, Snowflake, Oracle, Blue KAI, ComScore, Nielsen, Adobe Analytics, Experience Manager, Audience Manager, Adobe Customer Journey, Google Analytics 4, Google Tag Manager, Salesforce, Pardot, Adobe Test & Target, Adobe Audience Manager, AEM, Pega CDH, Power BI, Tableau, Oracle Blue Kai, MS Dynamics, Marketo, LiveRamp, Jira/Kanban, Azure Dev. Operations, Rally, Basecamp, Asana, Smartsheet’s MS Project, Click Up, MS Teams Planner, Monday.com, Microsoft Project 2013 Certified, Advanced Excel 2011, Power BI 2011, Tableau 2013
Timeline
Marketing Product Manager
Microsoft
02.2026 - Current
Sr. Product Manager -Data Owner
Anheuser-Busch, Inc.
05.2024 - 01.2025
Sr. Product Marketing Manager
Kore.AI
01.2023 - 12.2023
Senior Product Owner
USAA Inc.
04.2021 - 12.2022
Sr. Director Product Mktg., MarTech, Business Intell.
Client Command
03.2018 - 06.2020
Sr. Director, Product Marketing
US Bancorp
04.2017 - 03.2018
Senior Manager – Product Marketing, MarTech
Verizon Inc.
05.2015 - 04.2017
Senior Manager – Market Intelligence & Vendor Ops
COX Media
01.2012 - 05.2015
Senior Director, Product Marketing
Equifax, Inc.
01.2011 - 12.2011
Marketing Director / Planner, Ecommerce
Sears Holding Corp.
09.2009 - 12.2010
Director–Product & Partner Marketing
Earthlink, Inc.
01.2003 - 09.2009
Master of Business Administration (MBA) - Business Administration
University of Phoenix
Bachelor of Science (B.S.) - Business Administration, Economics
Benedictine College