Colin McRoberts
SR. Campaign Specialist - GTM Plays
Vancouver,WA
Summary
GTM pro specializing in account-based strategies, data-driven targeting, and aligning sales and marketing for impactful execution. Proven track record in driving pipeline growth, rolling out innovative campaigns, and improving current processes. Focused on delivering measurable results and exceeding goals in dynamic, fast-paced environments.
Overview
14
14
years of professional experience
4
4
years of post-secondary education
Work History
Sr. Campaign Specialist
ZoomInfo
01.2021 - Current
- Leads GTM outbound strategy, aligning sales and marketing teams for seamless execution.
- Manages acquisition campaigns and paid media, ensuring alignment with sales goals and strong ROI across North America, EMEA, and APAC.
- Collaborates with Integrated Marketing and Sales teams to track performance and drive growth.
- Uses Salesforce and Tableau to analyze sales signals and optimize targeting and funnel performance.
- Creates and iterates on ABM content based on industry, persona, and product to boost engagement and pipeline growth.
- Drives product launches, including ZoomInfo Sales, Marketing, Operations, and Copilot, with Copilot generating $100M+ in its first 6 months.
- Runs performance reviews with sales leadership, providing insights on campaign effectiveness and ensuring alignment with business processes.
- Refines quality signal strategies to prioritize high-impact accounts and scale performance.
- Uses dashboards and analytics to monitor metrics and ensure alignment across teams.
Sr. Marketing Campaign Specialist
Holland Partner Group
03.2016 - 12.2020
- Automated email drip campaigns for 60+ apartment communities totaling 22,000 units across west coast territories
- Utilized Mailchimp ESP and Lead2Lease CRM to generate leads, increase prospect engagement, and welcome new residents
- Managed A/B testing of graphics, content, templates and send times, achieving 24% average open rates and 5% CTR across portfolio
- Saved $60k per year by replacing customer satisfaction survey with improved RentCafe NPS program
- Built and managed ads in Facebook, LinkedIn, Yelp, and YouTube with budgets exceeding $100k per month
- Led Sprout Social integration and onboarding process for 200+ property managers and sales associates in AZ, CA, CO, OR, and WA
- Created SOPs around Facebook Marketplace, email best practices, resident renewals, referrals, and generating reviews
- Worked in Asana to optimize project management and streamline communication for new and developing properties
Email & Promotions Coordinator
MotoSport Inc. / MotorcycleSuperstor.com
01.2012 - 03.2016
- Collaborated weekly with merchandising and creative teams to launch sales promotions across websites, email, and social
- Contributed to web and social media strategy with content, promotions, and sweepstakes
- Reported weekly and monthly KPIs of all web promotions in Excel with Google Analytics
- Worked with internal groups to maintain promotional calendar, setup A/B tests, and report on performance
- Increased Y/Y KPIs and email revenue 15% each year, achieving $10M in 2015, and grew subscriber list to 600k+
- Promoted company at motorcycle shows and events around United States
Education
Bachelor of Science - Communications
Southern Oregon University
Ashland, OR 08.2007 - 12.2011
Skills
Building and Segmenting Audiences
Crafting GTM Strategies and Managing Campaigns
Evaluating Campaign Performance and Sharing Insights
Skilled in Outreach, Salesforce, Tableau, ZoomInfo, and other tools
Timeline
Sr. Campaign Specialist
ZoomInfo
01.2021 - Current
Sr. Marketing Campaign Specialist
Holland Partner Group
03.2016 - 12.2020
Email & Promotions Coordinator
MotoSport Inc. / MotorcycleSuperstor.com
01.2012 - 03.2016
Bachelor of Science - Communications
Southern Oregon University
08.2007 - 12.2011