Crystal Angel
VP, Marketing
Raleigh,NC
Summary
Innovative B2B marketing leader with over 20 years of experience driving integrated strategy and execution of high-impact campaigns, programs, and initiatives to generate pipeline and accelerate revenue growth; 11 years with SaaS companies.
As VP of Marketing at Allbridge, grew brand awareness by 32%, reduced program costs by 18% and lead costs by 35% while increasing sales ops by 19%.
At Arria NLG, a generative AI startup, as VP of Marketing, amplified brand awareness and scaled revenue 25% to eclipse $2M annually. Additionally, implemented new tools for profitability measures and increased digital marketing efficiency by 32% while increasing lead conversion rate by 18%.
Generated a record-high in FY20 at Red Hat as Senior Manager in Field Marketing for $11M in closed bookings and over 98X ROI on field campaigns.
Proven marketing experience across software and technology industries. Marketing experience includes field marketing, demand generation, partner marketing, social media marketing and content creation. Reputation for attention to detail, strong communication and presenter, flexible thinking, and sustained high performance.
Overview
19
19
years of professional experience
4
4
years of post-secondary education
1
1
Certificate
Work History
VP, Marketing
Allbridge
Raleigh, NC
08.2023 - 01.2024
- Directed complete brand and marketing strategy for B2B SaaS company, spanning digital marketing, advertising, events, PR and communications. Grew brand awareness by 32% in key markets.
- Managed $2M marketing budget P&L and a team of 8, including an agency partner and contracted creative team. Renegotiated membership fees and tradeshows to reduce program costs by 18%.
- Initiated buyer persona development and detailed ICP mapping analysis to run targeted campaigns that increased SQLs by 22% in 2023.
- Implemented marketing automation and new nurture programs focused on key lifecycle stages, reducing cost per lead by 35% while increasing sales opportunities by 19%.
- Directed sales and marketing management staff in successful use and development of business plans and strategies.
- Conducted market research to identify customer needs and preferences.
- Created and presented QBR and MBR decks for investor and Leadership Team calls.
VP, MARKETING
Arria NLG
Morristown, NJ
08.2021 - 10.2023
- Managed an integrated marketing team of 12 spanning demand generation, digital marketing, field events, and campaign operations.
- Developed and lead execution of comprehensive demand generation strategy focused on targeting key accounts and underpenetrated market segments, increasing marketing qualified leads by 25% year-over-year.
- Set, monitor, manage and report on team goals including team building and and execute annual hiring plans.
- Execute brand strategy, architecture and identity.
- Create and direct awareness and nurture campaigns key accounts to drive more pipeline and accelerate sales opportunities.
- Increased sales by 10% by reaching new market segments and expand market share in current segments.
- Work cross-functionally with Sales, Sales Enablement, Product Marketing, Creative Services teams to ensure optimal success and effectiveness of all marketing programs.
- Implemented marketing analytics tools and processes to optimize spend and increase campaign conversion rates by 18%, reducing cost per lead by 22%.
- Hired and managed employees to maximize productivity while training staff on best practices and protocols.
SENIOR FIELD MARKETING MANAGER, EAST & CANADA
RingCentral
Raleigh, NC
04.2021 - 08.2021
- Directed regional strategy and go-to-market plans aligned to products, target personas/industries, increasing sales pipeline generation by 13% in 6 months.
- Managed planning and execution of integrated demand gen campaigns and sales enablement initiatives improving sales velocity by 15% in Q3 2021 vs prior year.
- Interlocked with other regional field marketing leaders to ensure agreement on cross regional priorities, adjusting as required with changing market conditions and emerging opportunities.
- Owned campaign success metrics (leads and pipeline) and report out to marketing leaders, sales leaders and GM’s.
- Worked within budget parameters to develop and implement marketing strategies by analyzing key data and consumer demographics, increasing revenue by 13%.
- Play integral role in all decisions regarding process, project resources, budgets, and schedules.
- Lead cross-functional teams in delivering marketing programs from ideation to execution.
SENIOR MANAGER, NA FIELD MARKETING
Red Hat
Raleigh, NC
10.2013 - 04.2021
- Developed and executed multi-channel integrated campaigns spanning events, digital marketing, and content syndication to drive sales pipeline and accelerate opportunity conversion. Campaigns generated over $11M in closed bookings.
- Created and optimized nurture streams for high-value segments identified through market analysis, increasing sales qualified lead flow by 20% year-over-year.
- Partnered with Sales Ops to analyze campaign performance and identify improvement areas to enhance conversion rates. Increased marketing influenced conversion rates by 15% over 2 years.
- Managed annual field marketing budget P&L of $1.2M, ensuring positive ROI across digital campaigns, virtual/live events, and sponsored webcasts. Achieved 98X ROI on 2019 field marketing investments.
- Built and led a team of high performing marketing managers responsible for campaign strategy, demand metrics reporting, and executing targeted prospect promotions aligned to buyer journeys.
MARKETING PROJECT MANAGER
Lincoln Financial Group
Greensboro, NC
11.2010 - 06.2012
- Developed and initiated projects, managed costs and monitored performance.
- Met project deadlines without sacrificing build quality or workplace safety.
- Updated operational methods and oversaw accounting procedures for improved efficiency.
- Maintained relationships with material vendors to lower costs and diversify capabilities.
- Played integral role in all decisions regarding process, project resources, budgets, and schedules Lead cross-functional teams in delivering marketing programs from ideation to execution.
MARKETING MANAGER
Rocktenndisplays
Winston, NC
01.2009 - 01.2011
- Supported the Director of Marketing with implementation of all department initiatives including market research and analysis (products, customers, industry), trade shows coordination, CRM and promotional products management, performance reporting, branding/advertising (print & web), merchandising, communications support, copy editing, special projects, and sales support.
- Trained and became administrator of SalesForce.com to support sales team.
- Served as mediator between Account Managers and production departments.
- Coordinated with Sales Team to complete RFI/RFP’s from various companies that resulted in over $20M in revenue.
MARKETING COORDINATOR
Center For Creative Leadership
Greensboro, NC
05.2005 - 06.2008
- Managed 15+ Center Enterprise projects in the direct marketing arena of Communications Group activities.
- Collaborated with marketing team to create sales collateral, electronic newsletter, client case studies and white papers, brand identity, Center research identification and placement, Webinars, proofing, copywriting and local media relations.
- Assisted on executing all promotional events for Center Enterprise on all five campuses: Greensboro, NC; San Diego,CA; Colorado Springs, CO; Brussels, Belgium; Singapore, Asia.
- Worked within a $2 million financial budget associated with all assigned projects.
- Developed strong communication and organizational skills through working on group projects.
Education
Bachelor of Arts - Marketing
University of North Carolina At Wilmington
Wilmington, NC 01.1994 - 05.1998
Certification
Certified PCM MANAGEMENT, American Marketing Association - 2021-2022
Timeline
VP, Marketing
Allbridge
08.2023 - 01.2024
VP, MARKETING
Arria NLG
08.2021 - 10.2023
SENIOR FIELD MARKETING MANAGER, EAST & CANADA
RingCentral
04.2021 - 08.2021
SENIOR MANAGER, NA FIELD MARKETING
Red Hat
10.2013 - 04.2021
MARKETING PROJECT MANAGER
Lincoln Financial Group
11.2010 - 06.2012
MARKETING MANAGER
Rocktenndisplays
01.2009 - 01.2011
MARKETING COORDINATOR
Center For Creative Leadership
05.2005 - 06.2008
Bachelor of Arts - Marketing
University of North Carolina At Wilmington
01.1994 - 05.1998
Skills
AI/ML, Salesforce, Tableau, Wrike, Qlik, Googl Analytics, Eloqua, Marketo