Summary
Overview
Work History
Education
Skills
Certification
Languages
Affiliations
References
Timeline
Generic

Becca Lau

Milwaukee,USA

Summary

Dynamic Sr. Field Marketing Specialist at OpenGov, I drove over $16M in pipeline through strategic campaigns and cross-functional collaboration. Expert in Salesforce and event marketing, I optimized lead capture and enhanced customer engagement, achieving a remarkable 29% YoY expansion in trade show participation. Passionate about impactful marketing, I deliver results that resonate.

Overview

8
8
years of professional experience
1
1
Certification

Work History

Sr. Field Marketing Specialist

OpenGov
San Francisco, CA
01.2023 - Current
  • Led integrated field marketing campaigns that generated $13.9M in pipeline in 2023 and over $16M in 2024, aligning event strategy with sales goals and GTM priorities.
  • Designed and managed multi-channel campaign infrastructure leveraging Salesforce, Marketo, Cvent, and Outreach to optimize lead capture and engagement.
  • Spearheaded the use of AI-powered tools to analyze event engagement data and enhance targeting strategies for future events, improving qualification rates and lead quality.
  • Owned execution of OpenGov’s flagship national conference: managed 895 attendees, $1.2M budget, full hotel buyout, and certification programming over five days.
  • Managed on-site event operations at national conferences, coordinating with exhibit house vendors to hire and direct temporary event labor for booth setup, logistics, and brand compliance.
  • Planned and executed customer-facing experiences at national conferences—including networking socials, happy hours, and in-booth activations—to drive engagement and deepen relationships.
  • Supported the successful implementation of a company rebrand across all trade show assets, including booth materials, giveaways, and event literature, ensuring cohesive brand presence.
  • Implemented Mobly for lead capture across 184+ events in 2024, authoring comprehensive training guides for sales to streamline adoption.
  • Expanded trade show program by 29% YoY, registering for 215 events in 2025, up from 167 in 2024.
  • Built customized Cvent solutions: created branded event apps, attendee paths, and pricing models for national and regional conferences.
  • Developed centralized staffing workflows in Salesforce to optimize campaign tracking and resource allocation across all field events.
  • Partnered cross-functionally with Customer Success and Enablement teams to run 29+ user groups, with 35 planned for 2025, increasing post-sale engagement.
  • Created comprehensive enablement materials, including handbooks for sales and field marketing teams, ensuring consistent execution and lead handling.
  • Collaborated with SDRs and Sales Enablement to refine MQL criteria and improve lead handoff processes and conversion outcomes.

Digital Marketing Specialist

Colliers International
Milwaukee, USA
05.2022 - 12.2022
  • Email campaign development: Produced email drip campaign to publicize new office locations in Madison and Fox Valley regions creating nine emails per region distributed over a span of five months building a list of over 700 engaged marketing contacts in the process.
  • Marketing software training: Trained brokerage to use HubSpot to manage client and sales communications, create deal pipelines, and establish task management ques, moving away from manual record keeping using spreadsheets and inconsistent utilization of Constant Contact.
  • Pitch decks: Created decks and print collateral for client pitches and open house events.
  • Company swag: Designed company swag to gift to clients and vendors including branded apparel, themed gift boxes, golf accessories.
  • Events: Managed event invitation and correspondence for tenants in the market and potential clients, increasing summer event attendance by 23% over the prior season.
  • Content development: Created content for brokers and senior leadership to post to their personal LinkedIn accounts to announce recent accolades, deal closings, and new clients.
  • Social media: Set up social media accounts for residential properties and created content calendars, and guidelines for property managers to utilize.
  • Website management: Managed corporate office pages using Sitecore for Milwaukee, Madison, and Fox Valley offices on Colliers.com.
  • Website design: Wireframed and built out websites on Squarespace and WordPress for investment clients including Chase Tower and 330 Kilbourn.
  • Newsletter writing: Crafted monthly newsletters for various brokerage teams to increase engagement amongst existing clients and tenants in the market.
  • Marketing operations: Acted as a secondary process administrator creating project tracking forms, dashboards, workflows, and reports for new client projects using Smart Sheet.

Manager of Digital Content & Communications

Wisconsin Conservatory of Music
Milwaukee, USA
04.2017 - 05.2022
  • Messaging and voice: Developed and craft messaging based on audience persona needs (e.g., donors, internal stakeholders, students) to effectively drive interest and engagement.
  • Digital analytics: Reviewed performance data from Facebook, email, and capital campaigns and report on KPIs to senior stakeholders, offering and implementing recommendations on increasing engagement.
  • Marketing events: Coordinated experiential marketing exhibits at local and regional conferences, expos, and festivals aligning materials and scripts with current campaigns and annual initiatives.
  • Lead development: Designed new lead nurturing pipelines for potential students to increase the conversion rate using content offers and contextual communication.
  • Marketing CRM implementation: Piloted the integration of HubSpot Marketing/Sales/CMS to develop integrated marketing campaigns that increased lead capture and conversion rates by 24% in Q1 of 2022, meeting and exceeding set KPIs for each channel utilized.
  • Influencer marketing: Engaged with regional influencers to increase student enrollment in early childhood classes by 327% in September 2021.
  • Outside Collaboration: In partnership with a Milwaukee marketing agency, I established new brand guidelines in February 2022 with updated imagery, logos, and typography to refresh the brand to reflect the organizations commitment to evolve and progress in practice.
  • Customer onboarding: Implemented new customer onboarding workflows across internal departments to achieve lower overall semesterly acquisition costs and increase student retention by 7% in the first quarter of implementation.
  • Social media: Transformed social media presence from sporadic and voiceless postings to frequent personable, and dynamic content with high resolution imagery and video increasing website traffic by 13% within 3 months.
  • Staff management: Managed and lead a department of 50 faculty members teaching 130 individual education programs at over 90 sites including schools, Boys & Girls Clubs, and other community institutions in Milwaukee and in 4 surrounding counties.

Education

Bachelor of Arts - Public Relations and Music (Vocal Performance)

Carthage College
Kenosha, WI

Skills

Marketing & GTM Strategy
  • Field Marketing Strategy & Execution
  • Multi-Channel Campaigns
  • Go-To-Market (GTM) Planning
  • Pipeline Generation & Acceleration
  • ABM & Enterprise Sales Support
  • Customer Engagement Programs
  • Cross-Functional Collaboration
Technology & Tools
  • Salesforce (Campaigns & Reporting)
  • Marketo (Automation & Nurture Programs)
  • Cvent (Event Management & Mobile App Creation)
  • Outreach (Sales Enablement & Sequences)
  • Mobly (Lead Capture)
  • Google Analytics Looker Excel
Event & Operations Excellence
  • National & Regional Conference Planning
  • Budget Management & ROI Analysis
  • Trade Show Strategy & Execution
  • AI-Enhanced Targeting & Optimization
  • Team Enablement & Training Materials
  • Stakeholder Communication

Certification

  • HubSpot Marketing Software
  • Smart Sheet
  • Cvent Event Platform

Languages

Spanish
Limited

Affiliations

  • Milwaukee Symphony Orchestra
  • Wisconsin Humane Society Volunteer

References

References available upon request.

Timeline

Sr. Field Marketing Specialist

OpenGov
01.2023 - Current

Digital Marketing Specialist

Colliers International
05.2022 - 12.2022

Manager of Digital Content & Communications

Wisconsin Conservatory of Music
04.2017 - 05.2022

Bachelor of Arts - Public Relations and Music (Vocal Performance)

Carthage College

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Becca Lau