Summary
Overview
Work History
Education
Skills
Websites
Certification
Accomplishments
Hobbies and Interests
Affiliations
References
Timeline
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Hayden Baillio

Austin,USA

Summary

I'm a creative AI-augmented marketing leader with a proven track record, driving over $8 million in marketing-sourced ARR at HeroDevs alone (I have the receipts). I'm an expert in full-funnel demand generation strategy and team leadership. I make it happen by creating impactful campaigns that enhance brand visibility, generate high-quality leads, and fill that pipeline. I work really well with others, I believe I drive people to want to better and I love lifting up my whole team to get the credit.

Overview

9
9
years of professional experience
1
1
Certification

Work History

Head of Marketing (Previous Demand Gen Manager)

HeroDevs
Remote, Tx
07.2023 - Current
  • Created a revenue engine over the past two years at HeroDevs, resulting in over $8 million in marketing-sourced ARR. (Projecting another $4 million in closed-won marketing-sourced ARR by the end of the year.)
  • Over $30 million in pipeline created.
  • 20x high-intent MQLs from an average of 11 per month on Day 1 to over 220 per month now.
  • Created the HeroDevs Vulnerability Directory, creating massive domain authority within our space, and quadrupling our web traffic and organic search traffic.
  • Established multiple successful organic campaigns, including "12 Days of Contributions," "Elephant in the Room," and "Open Source Sustainability Fund" ($20 million fund to help fund open-source projects).
  • Managed a departmental budget of $3 million per year, with $100,000 in paid media spend per month.
  • Grew a team from 2 to 7.

Director, Demand Generation

Terradepth
Austin, USA
09.2022 - Current
  • Developed and executing a cohesive demand generation strategy that has increased lead pool by 40% and improved lead quality by 50%.
  • Collaborated cross-functionally between departments to create and implement targeted campaigns that have generated a pipeline of more than $16 million.
  • Managing a team of 2 marketing specialists and 3 agencies ensuring they are able to successfully execute on campaigns and meet goals.
  • Utilized various marketing channels including paid search/social, email, webinars, and events to drive brand awareness and generate leads.

Sr. Manager, Demand Generation & Digital Marketing

SKG, Inc. (Shelton-Keller Group)
02.2022 - 09.2022
  • Led demand generation strategy overhaul, developing a full-funnel acquisition campaign, inclusive of integrated tactics producing 13% higher email open rates, 35% higher email CTR, 70% growth on social with a 200% increase in impressions organically and 22% higher engagement rate.
  • Partnered with senior leaders to define and execute on strategies for scaling paid acquisition through diversifying channels including social, search, affiliates, TV, audio and podcast.
  • Led creative planning and review sessions, discussions with stakeholders to extract information and increase effective messaging and drive marketing strategy.

Sr. Manager, Demand Generation & Growth Marketing

Stallion Funding
03.2021 - 03.2022
  • Worked with Leadership there to develop a fully holistic digital marketing presence. This included a branding realignment, new website, paid social and search, traditional marketing campaigns and a stronger presence on social media.
  • Managed all points of email marketing, paid/organic social, print and sign/billboard advertising, PR and communications. Focusing on CRO we saw an uptick of MQLs from 3/mo to 17/mo resulting in closing 120% of target loan volume number at 98mm.
  • Led team to develop sales call script and nurture campaign for loan officers to help with discovery and outbound. Created personalized marketing materials for each rep and sales enablement processes to help new loan officers get up to speed quickly and produce in an effective way.

NA Digital Sales Leader - IBM Watson Talent/Box/Collaboration - FSS/INDR/PUBLIC

International Business Machines (IBM)
Austin, USA
08.2016 - 02.2022
  • Scaled FSS Digital Sales team from 70% Quota Attainment to 125% resulting in USD 1.2 Million in 2019 and closed USD 3.7 Million in total sales while at IBM.
  • Trained/ mentored IBM Summit Hires and helped with staff training responsibilities.
  • Acted as a liaison between client, pre-sales, offering management, channel and delivery teams during the end-to-end engagement and perform assessment integration services. Providing a positive integration experience for our clients.

Director - Channel Sales - NA SLED

Blackboard Inc.
02.2020 - 03.2021
  • Developed, managed and grew our marketing alliances with our principal partners to establish a new marketing strategy focused on revenue-driving programs, sophisticated go-to-market strategies and industry awareness.
  • Led regular cadence meetings with partners and internal stakeholders, tracked and reported success metrics for each program including marketing spend, pipeline impact and services adoption.
  • Recruited, onboarded and scaled Partner Org from 1 to 7 partners across the nation in 9 months leading to a 170% sales Attainment for the year.
  • Educated partners on Blackboard marketing tools, solutions, resources and managed partner marketing budgets on a monthly and quarterly basis.

Education

B.S. - Kinesiology (Minor in Education)

University of Texas
Austin, Tx, USA
01.2013

Skills

  • Full-funnel acquisition strategy
  • Account-based marketing
  • Paid media
  • SEO/SEM
  • Email marketing
  • Event marketing
  • Digital marketing
  • Data analysis
  • Cross-functional engagement
  • Lead nurturing
  • Demand generation
  • Brand strategy
  • Team leadership
  • Lead scoring
  • Critical thinking
  • Communications
  • Experience in most CRM and marketing platforms
  • Cybersecurity
  • InfoSec

Certification

  • Google Analytics - Advanced
  • Google Ads - Search
  • Google Ads - Display
  • Google Ads - Shopping
  • SEO - LinkedIn Skill Assessment Badge

Accomplishments

  • University of Texas Letter Winner (2009 - 2013)
  • 7-Time All-American
  • Team USA Athlete (Track and Field)
  • 2010 - Junior World Championships
  • 2012 - North American Central American Caribbean Games (NACAC)
  • 2012 & 2016 Team USA Olympic Qualifier

Hobbies and Interests

  • Craft Coffee
  • Highland Games
  • Olympics
  • SyFy/Fantasy
  • Dungeons and Dragons
  • Screen Printing
  • Video Game Design

Affiliations

  • I still try to stay competitive in sports and am the proud Assistant Coach of the 6-year-old Titans T-Ball Team!

References

References available upon request.

Timeline

Head of Marketing (Previous Demand Gen Manager)

HeroDevs
07.2023 - Current

Director, Demand Generation

Terradepth
09.2022 - Current

Sr. Manager, Demand Generation & Digital Marketing

SKG, Inc. (Shelton-Keller Group)
02.2022 - 09.2022

Sr. Manager, Demand Generation & Growth Marketing

Stallion Funding
03.2021 - 03.2022

Director - Channel Sales - NA SLED

Blackboard Inc.
02.2020 - 03.2021

NA Digital Sales Leader - IBM Watson Talent/Box/Collaboration - FSS/INDR/PUBLIC

International Business Machines (IBM)
08.2016 - 02.2022

B.S. - Kinesiology (Minor in Education)

University of Texas

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Hayden Baillio