Dee Hall Mendes
Hilton,ME
Summary
Marketing Leader with a proven track record of spearheading transformative marketing strategies that drive substantial business growth. Skilled in leveraging market insights, consumer behavior, and emerging trends to deliver innovative and impactful campaigns. Adept at building and leading high-performing teams, optimizing budgets, and fostering strategic partnerships. Consistently surpasses expectations by delivering exceptional marketing attribution, lead generation, and revenue growth. Excels in brand activation, content creation, digital marketing, and driving customer engagement. A visionary leader with a passion for elevating brands and creating memorable experiences.
Overview
14
14
years of professional experience
Work History
Head of Corporate Marketing
Zayo
10.2021 - Current
- Lead the corporate marketing shared services teams - events, content, digital, and creative services – with a focus on aligning teams and fostering cross- functional collaboration to drive cohesive and impactful marketing campaigns and achieve marketing objectives
- Deliver exceptional results through optimization of resources, streamlining processes, and building data-driven strategies
- Leverage emerging technologies, market trends, and consumer insights to develop innovative digital campaigns that enhance brand awareness and consideration and drive business growth
- Achieved exceptional results by streamlining the events team and roadmap, resulting in 45% of full-year marketing attribution in new opportunities
- Successfully secured a strategic agreement with global partner, leading to a substantial increase in Market Development Funds (MDF) 150% YTY increase
- Implemented three in-kind technology sponsorships, strategically driving increased brand awareness at events that would have been otherwise inaccessible
- Demonstrated strong leadership by building a high-performing content organization
- Delivering over 300 pieces of content, with more than 60% created in-house, ensuring quality control, cost efficiency, and brand consistency across various marketing channels
- Successfully drove brand activation tactics through strategic partnerships with Pac-12 and Timbers and generating 7% in marketing attribution
- Implemented innovative paid and organic digital strategies including display advertising, retargeting, SEO/SEM and web-based marketing to drive increased awareness, customer engagement and leads
- Optimized agency management for content creation and creative services, resulting in reduced delivery times and enhanced externally facing content.
Program Director
International Business Machines Corporation, IBM
02.2017 - 10.2021
- Led performance, digital and experiential marketing teams that drove leads and revenue for IBM Cloud, Data and AI and Automation categories
- Specialized in building creative, data-driven integrated marketing programs to drive market share and mindshare
- Strong focus on channel, branding and demand generation
- Increased marketing-sourced revenue 150% through global launches, partner alignment, account- based targeting, events and digital tactics
- Led experiential marketing campaigns and scalable experiences leveraged by global teams in demand gen
- Increased asset reuse by 80% and achieved 30% overall cost reductions year to year
- Drove $15M revenue through channel marketing and sponsorship campaigns with strategic alliance partners, including Salesforce, Samsung and SAP by expanding sponsor engagements, increasing investments, and creating larger, more lucrative IBM presence within their organizations
- Optimized the lead management process to improve pipeline conversion through events and digital campaigns
- Partnered closely with global marketing leadership, worldwide sales leadership and finance in support of revenue and growth objectives.
- Recipient of 2010 Marketing Professional of Year award.
Program Director
IBM Watson Customer Engagement
01.2014 - 01.2017
- Directed global team of marketing professionals who drove $52M in demand generation through strategically executed global digital campaigns, events, and marketing activities across the world
- Delivered 45% marketing contribution against $1.2B revenue target by developing and implementing marketing plans and delivering guidance to global markets
- Initiated and cultivated account-based projects focused on demand programs transformation, innovation in digital and social, and opportunities with new clients
- Optimized $52M yearly marketing budget across new and innovative tactics and proven digital campaigns and events
- Partnered with TED organization and led the planning and execution of the Ted@IBM event winning the Experiential Excellence Award 2015-2017.
Manager
IBM Systems and Technology Group, STG
01.2011 - 01.2014
- Led global event strategy and execution marketing teams responsible for development of event strategy, customer journey experiences and event assets to support STG presence at major global events
- Delivered assets and resource kits enabling global teams to execute standardized local events at a cost savings
- Delivered 40% of STG marketing pipeline and revenue through strategic thought leadership, demand generation and lead progression events
- Defined and implemented STG WW Event Framework driving consistency of messaging, content and execution across global markets
- Instituted systematic approach to event measurement with formalized KPI and metrics program
- Created launch event strategy and successfully executed quarterly launches, driving improvement by delivering higher quality tactics and tighter campaign integration in support of each launch
- Managed customer reference acquisition, built relationships with key customers, and promoted how customers use IBM technologies to gain competitive advantage.
Collaboration Solutions Demand Generation Manager
IBM America's Marketing
01.2009 - 01.2011
- Developed and managed execution of quarterly marketing plans for Collaboration software business
- Drove 12% year to year in America's software growth in Collaboration Solutions with $120M in validated lead revenue and $39M in win revenue through demand generation activities
- Managed end to end program, brand health and results
- Supported sales and local marketing teams to help progress and close deals on a quarterly basis
- Exceeded full year revenue targets of $12M at 213% of plan for services revenue and $6M at 153% of plan for hardware revenue
- Briefed agency on tactics chosen, set priorities for execution, created input briefs and reviewed deliverables to ensure that marketing messages and activities reinforced each other and strengthened Lotus and IBM brands
- Nominated for North America's People's choice award
- Recipient of 2009 VP Award and Recipient of 2010 Marketing Professional of Year award.
Education
Master of Business Administration - General Business & Marketing
Simmons College
Boston, MA06.2003
Bachelor of Science - Computer Engineering & Math
Spelman College
Atlanta05.1994
Skills
- Brand Strategy & Planning
- Digital Marketing Strategy
- Experience Strategy
- Channel Marketing
- Strategic Account Management
- Performance Marketing
- Agency Management
- Content Marketing Strategy
- Event Strategy & Execution
Timeline
Head of Corporate Marketing
Zayo
10.2021 - Current
Program Director
International Business Machines Corporation, IBM
02.2017 - 10.2021
Program Director
IBM Watson Customer Engagement
01.2014 - 01.2017
Manager
IBM Systems and Technology Group, STG
01.2011 - 01.2014
Collaboration Solutions Demand Generation Manager
IBM America's Marketing
01.2009 - 01.2011
Master of Business Administration - General Business & Marketing
Simmons College
Bachelor of Science - Computer Engineering & Math
Spelman College
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