Blaine Tetterton
Raleigh,NC
Summary
Experienced marketing and revenue operations professional with 10 years of experience leading creative and executional aspects of marketing and sales programs leveraging search, email campaigns, ABM/ABS strategies, and Inbound/Outbound structure. Proven track record of managing and optimizing shared services teams to provide cost-effective excellence. I am experienced in monitoring revenue metrics, identifying opportunities for optimization, and delivering actionable insights to establish operational priorities. I am also skilled in championing data hygiene and marketing/revenue process best practices and ensuring consistency throughout customer onboarding, training, and service delivery. Comfortable exploring, evaluating, and leveraging marketing and sales technologies and processes.
Overview
6
6
years of professional experience
Work History
Director of Marketing Operations
Curia
09.2023 - Current
- Oversee the management of marketing operations, including marketing automation, lead management, campaign management, data analytics, marketing technology, and vendor management.
- Defines objectives, and metrics for the marketing and techstack planning process and establishes ownership and timelines
- Develops strategic initiatives and oversees the development of long-term plans and proposals to support business objectives
- Own lead management, routing, and partner with the IS team to ensure proper lead follow-up
- Works with the enterprise architecture function to ensure alignment between enterprise architectural roadmaps, business strategies, enterprise transformation activities and compliance standards
- Ensures continuous alignment of project investments and initiatives with business strategy based on changing functional needs, resource capacity constraints, risk exposure, and interdependencies
- Develops team members to build strategic partnerships with internal and external stakeholders to move the business towards digitally enabled growth
- Creates and manages budgets for global projects and operational support teams up to $3.5M annual expenditure
- Ensures the development and maintenance of operational procedures for all Consumer Digital related technology and infrastructure activities
- Defines technology roadmaps in support of global strategies driving consumer engagement & revenue
- Leads teams in the development, implementation, and ongoing support and optimization of the global technologies supporting Marketing Technologies
- Creates seamless end to end consumer experiences by ensuring effective integration with other enterprise applications and technologies
- Defines and communicates KPIs to track the value and improvement of our digital ad ad and demand gen processes
- Prepares and presents technical strategy and tactics to business executives
- Defines organization structure required to develop and support the digital strategy
- Manages a globally distributed team of internal teammates and external vendors.
- Devised marketing plans using digital strategies, publication advertising, and tradeshow/event tactics.
- Created content and promotional materials to drive engagement and conversions.
- Developed and presented marketing plans and reports to CEO and shareholders.
- Directed 3 marketing managers and performed performance evaluations.
- Created and managed social media campaigns to increase brand engagement.
- Established, initiated and optimized business development strategies based on company targets, product specifications, market data, and budget factors.
- Led team of marketing professionals, offering mentoring and coaching to build knowledge and skills.
- Collaborate with the senior marketing and sales leaders to establish and track key performance indicators (KPIs) to measure the effectiveness and efficiency of marketing operations.
Sr Manager of Revenue Marketing Operations
MaestroQA
04.2022 - 06.2023
- Lead the marketing data strategy including database growth, enrichment, hygiene, governance, quality, and security
- Collaborated with Sales, Finance and Executives to establish sales targets, quotas, commission-based compensation plans, and incentives
- Oversaw the sales pipeline, forecasting, and performance analysis/KPIs with regular dashboard maintenance and monthly board reporting
- Developed account based marketing strategy and implemented processes and technology to hone our GTM motion with target markets
- Maintained the GTM organization's tech stack and builds/supports the technologies and workflows for CRM, managed and builts cross channel programs and automation in tools, including Marketo and others
- Provided incentive and commission insights and regular reporting to executive teams
- Created and analyzed monthly and quarterly measurement reports, making recommendations to improve marketing effectiveness and impact
- Monitored revenue metrics and reports on company goals & KPIs
- Lead the marketing data strategy including database growth, enrichment, hygiene, governance, quality, and security
- Worked across teams to identify opportunities for optimization through improvements to processes and/or tools using data and analytics
- Partnered with Customer Success to improve customer success processes to enhance customer satisfaction, retention, and expansion
- Leveraged data analytics and insights to help BUs develop compelling, targeted communications for sales, up-sell, cross-sell, and other campaigns
- Evaluated systems and workflows identifying areas for improvement to maximize reach and ROI and ROAS
- Own lead management, routing, and partner with the BDR team to ensure proper lead follow-up
- Defined and implemented teams on lead scoring, lead funnel stages and distribution processes
- Generated insights and cultivated an environment of data-driven decision making by leveraging the sales and marketing technology systems
- Drove the adoption & maintenance of best practices around processes and policies to ensure consistency throughout new hire and/or customer onboarding, training, and service delivery.
- Developed systems and procedures to improve operational quality and team efficiency.
- Assisted in recruiting, hiring and training of team members.
Sr. Marketing Operations Manager
Electric ai
11.2020 - 04.2022
- Managed a team of four revenue analysts and provided direction on team priorities
- Managed sales and marketing techstack driving adoption and automation around process best practices and policies
- Lead the marketing data strategy including database growth, enrichment, hygiene, governance, quality, and security
- Identified opportunities for optimization through improvements to processes and/or tools
- Responsible for Database health in Marketo and Salesforce.com for 400K records
- Maintained tools like RingLead and SFDC workflows to automate data enrichments and Chili Piper to automate Account distribution to reps
- Coordinated with Directors of Finance, Sales and Marketing to build dashboards and reportings used for board decks and performance metrics
- Built and maintained standardized reports and dashboards to provide day-to-day visibility into the business and support executive-level reporting
- Drove data quality, integrity, standardization, and controls to ensure accurate reporting
- Responsible for identifying and reporting roadblocks, risks, and critical dependencies - ensuring the important 'stuff' gets done
- Supported Data team in integrating data from Google Analytics, Marketo, Bizible, SFDC into Looker for visualization and utilization
- Key contributor in attribution model logic build for automation workflow in SFDC
- SFDC Admin support in marketing reporting and user management
- Supported ABM efforts across the enterprise to drive adoption through quantifiable results; advised, set and tracked performance against stated objectives
- Supported landing page integration and Marketo form integration on Wordpress landing pages
- Project Manager on new tech implementations and team training
- Ensuring smooth integrations and transitions.
- Researched developing trends to stay updated with new ideas and marketing practices.
- Used data analytics to track lead generation campaigns and improve quality.
- Performed market segmentations, targeting and positioning for each product line.
- Managed workflow between staff, coordinating documents and creative material distribution.
Global Marketing Operations Manager
UL, LLC
02.2018 - 11.2020
- Managed the existing team to provide operational support to segment and BU teams, including scalability that provides global coverage and talent development
- Coordinated, created, and managed digital marketing strategies through automation as well as lead gen programs such as account based marketing, social media advertising, PPL/ PPC programs, and external publication management
- Supported and drove communication between regions, business leaders, operations and functional teams to ensure proper branding compliance as well as successful implementation of product roadmap and marketing strategies for SaaS and testing offerings
- Defined KPI's and global metrics for marketing success
- Developed, implemented, and measured yearly marketing plans - with focus on campaigns and editorials targeting specific priority segments and geographies and utilizing customer insights and personas to guide tactics
- Established and maintained global department budgets and individual program budgets
- Managed the website content, SEO and PPC programs, newsletter and content changes
- Lead the research, planning, and promotion of global industry events, working with marketing, sales, and operations for sponsorship and thought leadership presentations and workshops
- Partnered with marketing colleagues in the COE, segment, and BU to optimize use of existing tools/services and developed a roadmap tied to business needs and capabilities
- Coordinated, created, and delivered video collateral for external publication
- Created and managed marketing automation (drip, nurture, and lead gen) campaigns utilizing Pardot/ Marketo
- Managed Sales and Marketing internal portal, SharePoint/ Box with accurate asset versions and new collateral
- Responsible for the tactical execution of marketing strategies and the support of ad hoc marketing initiatives
- Project management for regional and product marketing support, including supporting approvals, managing vendors, and distribution to the sales team.
- Collaborated with cross-functional teams to align operations with corporate objectives.
- Monitored and analyzed performance data, identifying areas of improvement and developing corrective action plans.
- Spearheaded operational procedures and processes to improve efficiency and optimize operations.
- Led weekly meetings with regional staff to review progress, address challenges and drive timely task completion.
- Built and maintained relationships with local vendors, suppliers and partners to maximize supply chain management.
- Enforced compliance with GDPR regulations and company standards.
- Introduced new methods, practices, and systems to reduce turnaround time.
- Implemented process improvement to shape organizational culture, optimize procedures for higher efficiency and help company evolve and grow.
Sr. Marketing Specialist
Pharma Logistics
01.2017
- Formalized branding; creating a uniform company message for internal and external advertising
- Established CMYK / SPOT colors; licensed images for marketing and sales
- Designed print and web advertisement, HTML emails and PDF documents within Adobe
- Managed tradeshow budgets in the amount of 50k annually
- Established registration process with vendor approvals and SOP for future events; scheduling shows and shipping merchandise
- Responsible for project management of marketing initiatives and strategy planning
- Drafted and researched a new community outreach program for internal teams
- Maintained communication with departments on projects critical issues, managing time and schedules to ensure completion from all departments.
Education
Bachelor of Fine Arts - Theatre Management
Western Carolina University
Skills
- MarTech Strategy and management
- Shared Services optimization and management
- Lead Generation and GTM Strategy
- A/B Testing
- Data driven analytics
- Cross-functional and matrixed organizations
- Excellent communication and relationship building
- Creative and strategic thinking
- Project Management
- Crayon
- 6Sense
- RingLead
- Marketo
- Bizible
- Outreach
- SalesLoft
- Pardot
- Google Analytics
- Sendoso
- Chili Piper
- Stensul
- ZoomInfo
- Unbounce
- WordPress
- Hopin
- Rollworks
- OneTrust
- Storylane
- Sales Navigator
- Teams
- Slack
- Salesforcecom
- Microsoft Dynamics
- Looker
- Power BI
- Gmail
- Outlook
- Asana
- Jira
- LucidCharts
- Troops
- PartnerStack
- Mondaycom
- Rattle
- Gong
- LeanData
- Excel
- HTML
- Some Javascript
Timeline
Director of Marketing Operations
Curia
09.2023 - Current
Sr Manager of Revenue Marketing Operations
MaestroQA
04.2022 - 06.2023
Sr. Marketing Operations Manager
Electric ai
11.2020 - 04.2022
Global Marketing Operations Manager
UL, LLC
02.2018 - 11.2020
Sr. Marketing Specialist
Pharma Logistics
01.2017
Bachelor of Fine Arts - Theatre Management
Western Carolina University
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