Summary
Overview
Work History
Education
Skills
Industry Accomplishments
Timeline
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Jennifer S. Keenan

Experienced Marketing Professional
Crown Point

Summary

Detail-oriented, attentive and decisive leader with extensive experience delivering revenue generating marketing programs that align and support the organizations OKRs and KPIs. Results-oriented and collaborative professional bringing expertise in execution, campaign management and analysis.

Overview

14
14
years of professional experience

Work History

Senior Marketing Manager - Field & Channel

Cyware
03.2023 - Current
  • Executed 40+ in-person events throughout the continental US and UK; including major conferences like RSA and BlackHat.
  • Managed all logistics to support field and channel events including shipping and swag management.
  • Supported 6 field account executives and 2 channel leads.
  • Support brand awareness initiatives by joining the Cloud Security Alliance and Information Systems Security Association (ISSA)
  • Collaborate with third-party vendors like the Cyber Risk Alliance group (Cyber Security Summits, MSSP Alert Live) to deliver field activations to increase lead gen and pipeline for the sales organization.
  • Launched swag online store for self service branded apparel, collateral, swag.
  • Executed and managed all ISAC (Information Sharing and Analysis Centers) summits across the US, including FS-ISAC, Health-ISAC, Energy-ISAC, Space-ISAC, and more.
  • Increased participation and engagement with top tier partners such as GuidePoint and Optiv.
  • Responsible for all marketing PO requests (Airbase) and contract reviews internally.
  • Aligned with the marcom team on field and channel content and collateral needs.
  • Agile team player supporting initiatives where needed.


  • Project manage field and channel activations utilizing Asana

Sr. Manager, Field Marketing-Americas

Qualys, Inc.
03.2022 - 01.2023
  • Maintained frequent interaction with senior management to measure goal achievement and determine areas of improvement.
  • Responsible for communicating field, partner and corporate events campaigns to the sales and engineering organizations.
  • Developed marketing programs to achieve short and long term sales pipeline objectives.
  • Collaborated with regional sales leadership, product marketing, and demand generation in the planning and execution of marketing activations and campaigns.
  • Worked hand-in-hand with marketing operations to build out proper Marketo forms and landing pages for corporate marketing initiatives.
  • Ensured that each activity had proper event follow up communication, list upload, thank you emails, lead routing, and tagged properly to the salesforce campaigns.
  • Closely worked with marketing and sales operations to improve current database building out processes, procedures and lead routing and scoring.
  • Responsible for regional demand through conferences, regional field events, account-based marketing (ABM) programs (6sense), industry-trades shows and conferences, as well as webinars.
  • Utilizing 6sense, proactively worked with our third-party agency on account based marketing strategies to increase awareness and pipeline to support enterprise net new business goals.
  • Monitor and report on campaign results and effectiveness, including ROI, and recommend changes as needed.
  • Owner of CISO/C-suite targeted events; Evanta, ISMG, etc.
  • Manage field marketing budget.

Sr. Field & Channel Marketing Manager

Abnormal Security
04.2021 - 03.2022
  • Primary Channel Marketing Lead.
  • Managed field and channel marketing initiatives to drive new business meetings.
  • Supported 2 Regional Sales Director and 14 Sales reps between the 2 territories.
  • Aligned with Channel Sales, Sales, Operations, Marketing Operations, Communications and Customer Success.
  • Collaborated with the Demand Generation team on leveraging campaigns to build pipeline.
  • Collaborated with marketing operations on process improvements and campaign analysis.
  • Managed budget for East and Central regions (200K per region).
  • Ensure sales alignment with focus channel partners.
  • Maintain strategic relationships with new and existing partners.
  • Participate in regular pipeline and demand generation calls with sales and the demand generation team.
  • Plan and execute on partner communications including newsletters, emails, webinars and product launches.
  • Engage with Sales Development Reps for proper follow up on regional and national campaigns utilizing Outreach i.o.

Director of Marketing

Nexum, Inc.
10.2014 - 03.2021
  • Executive Management Team Member since 2015 reporting directly to CEO.
  • Define, plan and manage execution of marketing strategy.
  • Manage Field Marketing team and field marketing partner (channel) relationships.
  • Plan, strategize and track creative campaigns to drive demand and pipeline growth in all regions.
  • Collaborate with cross functional teams (Sales, Engineering, Finance, Professional & Managed Services) to ensure field marketing initiatives are aligned to corporate goals.
  • Manage over 70 channel partners; prioritizing partners based on need in the market and need in the territory.
  • Manage marketing budget and Marketing Development Funds for all partners.
  • Collaborate with senior sales, engineering, and business development executives to create best practice marketing initiatives and social media positioning.
  • Capture new customers by optimizing marketing strategies with channel partners; creating measurable, integrated marketing campaigns.
  • Develop innovative and targeted campaigns to support marketing and sales objectives focused on product, managed services and professional services.
  • Develop data driven insights on marketing campaigns to assess performance against goals.
  • Direct and execute on marketing projects at all stages, including conceptual planning, schedule management and execution both Nexum and partner focused.
  • Introduced and manage Account Based Marketing, vertical marketing and lead nurture campaigns..
  • Participate in quarterly business reviews with top partners; reviewing forecast, pipeline and marketing.
  • Launched Partner Sales Enablement program to support Nexum sales organization.
  • Oversaw Marketo and Salesforce.com integration to measure, analyze, and report on activities and performance.
  • Increased LinkedIn followers and engagement over 600% over 4years (approximately 600 followers in 2014 to 4200 in 2020).
  • Establish, initiate and optimize business development strategies based on company targets, market data and budget factors.
  • Transformed corporate website and social media platforms to better engage customers and promote sales.
  • Continually increase credibility and client awareness by developing technical/non-technical marketing collateral and presentations, public relations campaigns, articles and newsletters.

Marketing Manager

SAVO Group
02.2012 - 08.2014
  • Developed and drove integrated marketing campaigns to support revenue targets in prospect and customer database.
  • Owner of marketing communication plan to existing customer base; email campaign management and analysis.
  • Demand generation owner for regional and national events; Dreamforce, Forester, CEB, SFDC Customer Tour.
  • Created customer reference program and processes from ground up; 25% of customer base in Top 1000.
  • Grew reference-able customer base 130/20%.
  • Influenced 3.1M in revenue for 1H 2014.
  • Collaborated with Product Marketing, Implementation, and Customer Success to gain early reference-ability.
  • Launched and managed Customer Advocacy Program (Influitive platform); grew membership 300%.
  • Secured customer case studies, testimonials, videos, quotes, speaking engagements, Analyst Relations/Public Relations.
  • Lead generation and awareness webinar series to prospects and customers focusing on products and services.
  • Product Readiness core team member for customer preparedness.

Marketing Manager

Flexera Software
11.2009 - 02.2011
  • Developed, managed and executed all demand generation campaigns for Enterprise License Optimization; including online, tradeshow's, email campaigns, webinars and 3rd party resources.
  • Managed and executed thought leadership programs; blogs, webinars, Executive Briefings (regional events) and Public Relations.
  • Field marketing event planning and execution to drive greater awareness to prospects.
  • Managed blog and content calendar; increased blog traffic through social media outlets by 180%.
  • Relationship management of industry associations – IBSMA, IAITAM, FAST, ASUG, OAUG.
  • Coordinated product launch plans and updates in collaboration with product managers.

Education

Bachelor of Arts - Organizational Communication, Public Relations

Purdue University
Indiana
01.1992 - 1996.05

Skills

    Field & Channel Marketing

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Industry Accomplishments

Marketing Advisory Council Member - F5 Networks

Marketing Advisory Council Member - Palo Alto Networks

IBM Digital Marketing Foundation Certification

Marketing Panelist for IBM Field Marketing Americas

Women of the Channel - Member

Timeline

Senior Marketing Manager - Field & Channel

Cyware
03.2023 - Current

Sr. Manager, Field Marketing-Americas

Qualys, Inc.
03.2022 - 01.2023

Sr. Field & Channel Marketing Manager

Abnormal Security
04.2021 - 03.2022

Director of Marketing

Nexum, Inc.
10.2014 - 03.2021

Marketing Manager

SAVO Group
02.2012 - 08.2014

Marketing Manager

Flexera Software
11.2009 - 02.2011

Bachelor of Arts - Organizational Communication, Public Relations

Purdue University
01.1992 - 1996.05

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Jennifer S. KeenanExperienced Marketing Professional