Jennifer Marie Pelfini

• Content development and communications, magazine production, social media strategy development, branding, positioning, partnering, marketing and website strategy.
• Assistant Editor of High Desert Catholic Magazine, a publication delivered to 20,000 homes across Northern Nevada and for download digitally. Created and developed feature cover story articles, executed magazine planning, and oversaw content flow and editing. Led the development of a subscriber newsletter, oversaw improvements to a new website, and provided strategic guidance for digital communications.
  

• Developed and directed innovative digital transformation campaigns using the Adobe brand and corporate vertical marketing strategies to drive preference for Adobe cloud-based solutions
• Partnered relationships and GTM strategies and tactics with both systems integrators and global advertising agencies for well-rounded perspective of Adobe’s business and marketplace (ie: SAP, Epsilon, Cognizant, PwC, Dentsu Aegis Network)
• Drove thought leadership initiatives across partners to improve visibility internally and externally of the value of partners’ expertise in association with Adobe’s brand
• Took on one year special assignment to launch two products (Digital Publishing Suite and Adobe Experience Manager, mobile), related to one another targeting the mobile market
• Drove and implemented cross-organizational comprehensive global launch plan.

• Led and managed marketing efforts and strategies across US and India, reporting directly to CEO.
• India is a new sales channel
• As Bramasol acquired Caarma Infotech in India, early engagement work focused on cross-company integration
• This position began as a marketing consultancy
• Drove and launched integration of two distinct companies into a cohesive brand, effectively educating employees on proper positioning and providing guidance for supporting materials to ensure internal and external acceptance.
• Developed strategy and drove implementation of new website (50 pages) supported by all new content, messaging and positioning resulting in improved measurable digital engagement and a better visitor experience and interest
• Executed social media strategy and measured performance across key channels including LinkedIn, Facebook, Twitter, and YouTube.
• Collaborated with various business groups and sales teams to develop and deliver strategic initiatives and content.
• Developed thought leadership content with strong positioning, messaging and value to target customers for all business areas and solutions (whitepapers, press releases, blogs, solution briefs, presentations, website and social messaging)
• Implemented and managed demand generation activities using digital marketing tools (Hubspot) resulting in improved engagement, measurable results and also best email practices (segmentation, relevancy, consistency and subscription)
• Positioned two companies alongside the other during early stages of Caarma acquisition to benefit both brands ensuring internal engagement and support through education internally
• Drove marketing to sales process/ implementation to measure, understand and continuously improve marketing contribution to the pipeline
• Developed marketing relationship with SAP to result in trusted relationship, inclusion in programs and increased awareness of company focus and capabilities for improved sales engagement
• Coached and mentored junior staff accelerating learning curves with practical application, experiences and tactics to rapidly expand their development to be promotable from junior to mid-experience level
• Invited to speak as thought leader for B2B channel in analyst roundtables, SAP internal presentations, and videos.

• Recruited by Lyris from southern California during a time of leadership change and product category expansion
• In my first seven months, with no staff, I expanded press coverage by 100% and grew social media community over 50%
• Reported to Senior Vice President, Marketing
• Direct and manage global communications working with an integrated marketing team and manage and relationship-build with Ogilvy PR agency to maximize their contribution
• Crafted content and directed: 30+ public announcements, 23 blogs, 6 success stories (tied to PR) and 28 testimonial quotes affirming product and company ROI, efficiency, productivity and partnership with businesses
• Wrote all internal executive communications ensuring consistency of message, dependable timing of message and helped to shape executive platforms driving public speaking opportunities, bylines, original articles and award submissions
• Example: Shaped executive platforms ensuring consistency of message
• Put together presentations to support 12 analyst briefings and developed relationships with new analysts
• Developed a process and educated internally on how to be successful in identifying PR opportunities and working with customers
• Example: Identified opportunities for increasing customer awareness and interest
• Publicly presented representing the company during webinars focused on social media and communications trends.

Having established and build my personal brand in 2006, reinvigorated consultancy implementing business development and marketing strategies for clients in technology, non-profit and healthcare:

• GoSolo: Acted as Marketing Director working with executive team on all areas of the business to drive corporate level deals/relationship build, secure investor funding. Developed internal/external communication strategy including social media, website, newsletters, PR, and partnering. Wrote all new positioning/content. Launched completely new website in 3 months with no budget and only internal resources. Results: Instrumental in the deal closing with Primerica, a revenue-tripling deal.
• Meals4Hunger: Renamed organization and established all brand, messages and content for non-profit hunger organization established by a surgeon. Established social media strategy and integration. Provided strategic direction and recommendations for future growth. Organization is successful and established as a result.
• DeviceAlliance – Drove and helped to establish the first medical device organization in Orange County. Served as board member on the marketing team and both developed and directed strategy and content for new website from inception to launch.

• Reported to Vice President
• Edited and developed new content with new branding positioning and messaging working with external agency and internal team
• Project-managed new website to launch
• Drove new relationships with industry analysts and media resulting in publication of content and promotional product placement on medical-focused network TV shows
• Submitted concept and content to the editor
• Researched and put together a sales training Patient Monitoring Market Guide consulting with product and clinical managers encompassing research on the market, segments, market participants and competitive landscape synthesizing multiple sources of data, documents, analyst reports and interviews.

• Drove overall planning, direction and implementation for marketing
• Identify and develop department structure and roles
• Hire, manage and coach staff and participate on management team
• Reported to President and CEO
• The company sold an FDA cleared laser for treatment of gum disease linked to a clinical procedure, LANAP
• 30% revenue increase directly linked to significantly shortening sales cycles from a historical average of 6 months to one year
• Event sales exceeded targets for 3 of the top clinician attended events by 25%
• Relationship-building efforts drove increased lecture opportunities, which are directly tied to sales
• Drove strategy and tactics managing a team that supported 110 events to measurable metrics and ROI
• Launched first measurable campaigns (email and direct mail) to targeted defined audience increasing awareness and accelerating the sales process by effectively decreasing sales cycle length
• Directed and launched first PR/Awareness campaign with a top PR agency re-introducing the company, clinical procedure and laser in both national and local programs resulting in continuous articles and TV-coverage in major media markets
• Identified and developed relationships with KOLs, media editors and influencers to drive grass roots movement on awareness of gum disease and a better treatment for patients.

Co-founded a startup and established:

• Entrepreneur and co-founder of Budding Brilliance start-up, a child development and learning company, working with founder to develop business plan, research and position market opportunity, pitch to investors and apply for grants. Full-time commitment in 2007. Primary involvement from 2003-2010.
• Project managed client initiatives, serving as sounding board for current and future marketing and business strategies, engaging directly with client’s customers, internal teams and external partners. Primary clients: ISV Halliburton/Landmark Software & Powermark Marketing – Halliburton was a direct result of Intel relationship.

• Developed and directed innovative business transformation campaigns using the Intel brand and corporate vertical marketing strategies to drive influence of incremental sales with Fortune 500 tipping point software companies including: Software: SAS, Halliburton (oil and gas) McKesson (healthcare) and UGS PLM, Dassault Systemes (manufacturing) Hardware: HP, IBM, Dell
• Managed budget of $2M
• ROI ~15-20X Impact: Revenue Range ~$15-$50M
• While at Intel, Intel supported and 100% funded MBA program
• Established strong relationships with partners by effectively building value propositions integrating usage models with partner software on Intel platforms and expanding marketing/sales opportunities
• Worked extensively with internal and external core team to drive strategies, objectives, tactics and metrics to develop multi-year “campaigns”, aligning goals and achieving buy-in from key stakeholders
• Influenced and educated partners on importance of ROI and measurement for gauging impact on campaigns
• Focused heavily on “business transformation” expanding TAM of both Intel and customer market shares in healthcare, energy and manufacturing
• Created “out of the box” concepts and ideas with supporting business cases targeted to CxO level, which later scaled to other partner relationships in the organization.

Developed and directed innovative business transformation campaigns using the Intel brand and corporate vertical marketing strategies to drive influence of incremental sales with Fortune 500 tipping point software companies including: Software: SAS, Halliburton (oil and gas) McKesson (healthcare) and UGS PLM, Dassault Systemes (manufacturing) Hardware: HP, IBM, Dell. Managed budget of $2M. ROI ~15-20X Impact: Revenue Range ~$15-$50M. While at Intel, Intel supported and 100% funded MBA program.

• Established strong relationships with partners by effectively building value propositions integrating usage models with partner software on Intel platforms and expanding marketing/sales opportunities.
• Worked extensively with internal and external core team to drive strategies, objectives, tactics and metrics to develop multi-year “campaigns”, aligning goals and achieving buy-in from key stakeholders.
• Influenced and educated partners on importance of ROI and measurement for gauging impact on campaigns.
• Focused heavily on “business transformation” expanding TAM of both Intel and customer market shares in healthcare, energy and manufacturing. Created “out of the box” concepts and ideas with supporting business cases targeted to CxO level, which later scaled to other partner relationships in the organization.

• Hired as a “brand manager” for new Itanium processor in an engineering group
• Drove cross-organizational advocacy, evangelism and positioning of new architecture
• Developed awareness/demand programs and created momentum with partners
• Re-org presented a new role to develop solution messaging and content
• Created value propositions and simplified communication of complicated technologies for internal and external consumption through various content tactics
• Within 3 months developed, drove, and implemented complex integrated marketing programs for initial education of Itanium architecture focusing audience for early adoption in targeted market segments
• (first webcast panels series, first customized content newsletter program Managed extensive matrix teams for reviews, feedback and ratification that resulted in programs hitting targeted metrics
• Received departmental award for programs
• Drove planning and development for value proposition content and guidance with external vendors to support enterprise processors for servers and workstations (4 launches and development of content deliverables)
• Drove an 8-month project with 15 core members in product line management to deliver high level positioning and public disclosure plan for enterprise processors, platforms and technologies.

• Recruited by SCO from south Florida to northern California to join the team
• Developed and drove programs worldwide working with matrix teams reporting to a Director
• Was recruited and relocated from Florida for this position at the height of the “dotcom” seeking innovative, creative marketing professionals
• Worked closely with external partners and secured $1.3M MDF funding from Compaq to develop and execute reseller and channel programs for NonStop Clusters supported by national 'The World Never Stops' advertising campaign
• Program was then customized for worldwide rollout in targeted geographies.

• Reported directly to the VP Sales and Marketing and CEO and drove all worldwide marketing functions for the company in a competitive, challenging market
• Worked with geographies to customize programs and campaigns
• During tenure, 8 products (computer numeric controls and digital readouts) were re-engineered, repositioned and released into the market
• Drove distributor communications, programs and campaigns.

• Reported to the Vice President and the CEO on marketing projects and was promoted to marketing coordinator within three months of employment
• Responsible for all marketing activities and budget including the launch of new products into new markets
• Launched new brand, logo and positioning during tenure
• Drove distributor communication programs and campaigns.

• Reported to the Executive Director which was governed by a Board of Directors
• Participated in membership recruitment and retainment, managed events awareness and participation, edited and drove content process with ED for quarterly publication 'Sports Talk' (50pgs) and provided a motivational membership editorial
• Membership increased significantly during term shared with ED and many break-through national and international opportunities and awareness resulted.