Erin Ferguson

Spearhead strategic campaign planning and execution for across multiple industries and verticals, including: Data and Analytics, Games and Media & Entertainment, Healthcare & Life Sciences, Retail & CPG, and Manufacturing. Manage NAMER budgets to ensure efficient allocation and financial compliance across various strategic campaigns. Direct the extension and scaling of campaigns, including events, webinars, email nurture streams, ABM 1:many campaigns, and paid media initiatives. Analyze data and monitor analytics to inform strategic adjustments, identify opportunities to scale and innovate, and collaborate with teams and stakeholders to uncover integration opportunities both globally and cross-functionally.

Key Contributions:

● Achieved 353% year-over-year increase in the sales qualified lead (SQL) pipeline by revolutionizing a lead follow-up process for Global third-party events, earning "exceeds high bar raising standard" accolades in consecutive annual reviews.

●Surpassed FY24 annual influenced SQL pipeline targets by 152% by Q3 through the implementation of proprietary campaign management integrated campaign strategies and managing the lead follow-ups. Strengthened sales enablement by working closely with sales teams to provide essential tools for effective MQL to SQL conversion, driving opportunity creation from leads.

● Improved campaign effectiveness and stakeholder engagement by creating and distributing SOP guides and playbooks that standardized team responsibilities and streamlined processes for sales-led campaigns and events.

● Successfully managed multiple marketing budgets, implementing cost-effective strategies to optimize spend, while proactively supporting cross-functional teams beyond my role to drive continued success after exceeding annual goals by Q3.

Managed the NAMER webinar program by developing and executing marketing strategies under the Demand Generation Marketing Team. Designed and implemented webinar email campaigns and programs utilizing Marketo to drive audience engagement and lead generation. Administered the webinar calendar while strategically aligning with the company-wide marketing initiatives to optimize content dissemination and target audience reach. Supervised the editing and review of webinar presentations to maintain alignment with company branding guidelines and strategic objectives.

Key Contributions:

● Synchronized content, messaging, and overarching campaign goals in collaboration with the Global Webinar Marketing team.

● Pioneered and standardized the NAMER webinar process to enhance the effectiveness of company’s full-funnel marketing strategies.

● Built robust partnerships with the Sales Team to optimize the conversion of Marketing Qualified Leads into tangible revenue gains.

● Elevated NAMER webinar engagement by over 60% within the first year through the development and integration of a new internal webinar process utilizing Wrike.

● Refined messaging and content in partnership with the Communications Team aimed at enhancing marketing copy to boost response and conversion rates across diverse audiences.

● Directed global webinar influenced reporting by delivering critical insights on pipeline growth, closed-won data, and ROI.

Directed marketing campaign development and execution for organizational events while aligning initiatives with the non-profit's mission to bridge the global technology and startup ecosystem with Silicon Valley. Led social media and paid online marketing strategies, including content creation, graphic design, photography, and analytical tracking. Updated and maintained the organization's website to enhance user engagement and information dissemination. Developed engaging blog content tailored to the organization’s events, including the creation of a unique blog series that captured personal industry insights.

Key Contributions:

● Expanded network outreach and media relations by nurturing community partner relationships for cross-promotion.

● Launched a personal blog under the company's umbrella, resulting in significantly boosting the organization's social media presence and enhancing startup connectivity to Silicon Valley.

● Spearheaded the development of an online resource for the startup community, managing webinars, video interviews, and the continual update of web content and marketing materials.

Administered multiple event budgets in line with the strategic needs and vision of stakeholders to maximize brand affinity and event impact. Conducted comprehensive research, negotiated terms, and managed relationships with vendors and venues. Developed and delivered engaging PowerPoint presentations to Adobe partners and stakeholders during weekly planning sessions.

Key Contributions:

● Maintained financial and operational accuracy by managing all aspects of contract management, invoicing, and payment processes.

● Enhanced attendee engagement and brand exposure by playing key role in the Adobe MAX 2018 team to lead major conference.

● Led the planning and execution of large-scale event sessions and receptions for up to 400 participants, as well as intimate workshops and dinners for up to 90 attendees while ensuring a diverse and enriching experience for all participants.

Directed custom corporate team-building activities and luxury events by managing all phases from conceptualization to execution. Negotiated and secured contracts for corporate functions, including meetings, team-building activities, receptions, and dinners. Cultivated and maintained robust relationships with top corporate clients such as Facebook, Netflix, Google, PayPal, and Apple. Oversaw vendor and venue coordination, ensuring top-tier service and event experience aligned with client expectations. Managed the production and strategic direction of a small team, enhancing operational efficiency and creative output.

Key Contributions:

● Increased 100% corporate event profits over the previous year through strategic management and innovative event offerings.

● Revolutionized the Events Department by restructuring its culture and procedures, markedly enhancing operational efficiency.

● Broadened service offerings and enhanced marketing outreach by leveraging social media strategies and community partnerships.

● Improved event planning processes and staff coordination by developing/implementing a new event management software system.

Managed Banquet and Private Events Department by overseeing team operations and staff performance for Michelin Star restaurant and luxury hotel. Directed the sales/detailing of diverse events including corporate meetings, social gatherings, weddings, and private dinners. Ensured exceptional event execution to maintain high standards of service/client satisfaction across multiple venue options.

Key Contributions:

● Enhanced brand visibility and community engagement by representing the organization at local networking functions.

● Secured high-profile clients, such as Google, Netapp, Synaptics, and eBay by fostering and managing key corporate relationships.

● Developed and executed targeted sales and marketing strategies, including the creation of bespoke marketing materials and the implementation of promotional events.