Juliana Groscost
Salt Lake City,UT
Summary
Innovative Marketing leader with 20+ years of experience delivering exceptional marketing campaigns, content and collateral for B2B SaaS products and services. Results-oriented and collaborative professional bringing expertise in brand management and product messaging. Detail-oriented, attentive and decisive leader.
Overview
23
23
years of professional experience
Work History
Head of Marketing
Tiled
04.2021 - 01.2023
- Redefined Tiled's ideal customer profile and reinvented GTM positioning resulting in 20%+ increase in conversions.
- Developed and recommended product positioning, packaging and pricing strategy to produce highest possible long-term market share.
- Conducted and evaluated market research to adjust marketing strategy to meet changing market and competitive conditions.
- Implemented customer research and VOC practices to gather and analyze customer experience data resulting in 30%+ reduction in churn.
- Launched new pricing packages which included free trial that increased new users by 100% in first 8 weeks.
- Owned competitive analysis and used it to create value statements enabling sales to personalize sales narrative.
- Designed and executed on multiple segmented marketing campaigns including email, website, advertising, events and ABM strategies.
- Managed branding campaigns and event marketing initiatives in print, video, web and social media.
Head of Customer Marketing
MasterControl
10.2019 - 04.2021
- Developed voice of customer strategy to gather customer experience data using multiple channels such as survey, community, and product advisory council.
- Led cross-functional projects with product team to drive better awareness, redefine value proposition, and increased adoption.
- Increased feature and product adoption within customer base by 15%.
- Developed registration and content strategy for multi-day global user conferences resulting in 170% increase in registration.
- Responsible for all virtual events including development of new Customer Roundtable series that regularly saw 40%+ of existing customers register month over month.
- Instrumented and launched customer advocacy program that recruited over 200 members for new Product Advisory Council, increased customer community membership by 72%, and increased online reviews by 300%.
Sr. Manager, Product Marketing
HireVue
11.2017 - 10.2019
- Executed the first win/loss analysis initiative including internally-led data mining as well as 3rd-party vendor selection and onboarding. This led to process improvement for sales training and enablement, as well as adjustments to the product roadmap.
- Designed and implemented the first Customer Advocacy program for recruiting and rewarding customers who were willing to evangelize on our behalf through case study, logo usage, speakership, PR, etc.
- Created internal and external content and training for new product and feature launches to ensure sales and adoption.
- Designed and implemented VOC strategy with process alignment for corrective actions.
- Brainstormed and developed sales strategies to achieve short and long term sales revenue objectives.
- Initiated market research studies and analyzed findings.
Director, Product Marketing
O.C. Tanner
01.2015 - 10.2017
- Responsible for ensuring product releases were successful with goal of rapid feature/product adoption resulting in 30% increase in feature adoption rates.
- Designed and delivered internal and customer facing training and GTM assets and facilitated delivery to all relevant audiences increasing sales ramp time by 55%.
- Conducted product demonstrations around the globe.
- Developed and executed on highly curated, executive level, in-person customer events focused on gathering data-driven insights aimed at refining product roadmap.
- Liaised between internal creative teams and agencies for branding ideas, graphic designs and promotional materials.
Product Manager
O.C. Tanner
01.2013 - 01.2015
- Led design, implementation and launch of organization's most innovative product which led to 25% increase in product line sales within first 12 months.
- Documented user stories, specifications, and product features into detailed work order to communicate across teams and build mandatory requirements.
- Reviewed sales, customer concerns, and new opportunities to drive business strategy at weekly planning sessions.
- Prioritized roadmap in order to achieve product goals and metrics.
- Monitored market trends and competitor performance to update promotional strategies.
- Liaised with clients to better understand business needs and current market landscape.
Manager, Strategic Sales
O.C. Tanner
10.2004 - 01.2013
- Managed major deal sales opportunities, those with potential value of $1,000,000+ ARR, through all aspects of deal closure and/or expansion.
- Wrote and directed RFP responses, created business cases, and traveled internationally delivering product and thought leadership presentations.
- Designed and implemented strategic business reviews for large customers with overall churn rate reduction of 28%.
- Owned competitive analysis, sales playbooks, and customer reference program.
- Provided strategy advice to high net worth clients.
Manager, Sales Training and Enablement
O.C. Tanner
10.2003 - 10.2004
- Managed and motivated employees to be productive and engaged in work.
- Cross-trained existing employees to maximize team agility and performance.
- Maximized performance by monitoring daily activities and mentoring team members.
- Onboarded new employees with training and new hire documentation.
- Monitored and analyzed business performance to identify areas of improvement and make necessary adjustments.
- Evaluated employee performance and conveyed constructive feedback to improve skills.
Account Executive
O.C. Tanner
01.2000 - 10.2003
- Built and strengthened relationships with new and existing accounts to drive revenue growth .
- Qualified leads, built relationships and executed sales strategies to drive new business.
- Resolved issues promptly to drive satisfaction and enhance customer service.
- Managed sales cycle to maintain solid customer base.
- Gained understanding of goals, objectives and processes to meet client business needs.
Education
MBA - Business Administration
Westminster College
Salt Lake City, UT08.2011
Bachelor of Science - Anthropology
University of Utah
Salt Lake City, UT08.1997
Certification - Strategic Marketing
Booth School of Business
Chicago, IL12.2012
Skills
- B2B SaaS Marketing and Sales
- Collaborative and Innovative People Leader
- Revenue Generation
- Strategic Planning
- Market Research
- Analytics and Reporting
- Competitive Analysis
- Value Selling
- Voice of Customer and Customer Advocacy
- Brand Strategy
- Product Launch and Positioning
- Marketing Event Development
Timeline
Head of Marketing
Tiled
04.2021 - 01.2023
Head of Customer Marketing
MasterControl
10.2019 - 04.2021
Sr. Manager, Product Marketing
HireVue
11.2017 - 10.2019
Director, Product Marketing
O.C. Tanner
01.2015 - 10.2017
Product Manager
O.C. Tanner
01.2013 - 01.2015
Manager, Strategic Sales
O.C. Tanner
10.2004 - 01.2013
Manager, Sales Training and Enablement
O.C. Tanner
10.2003 - 10.2004
Account Executive
O.C. Tanner
01.2000 - 10.2003
MBA - Business Administration
Westminster College
Bachelor of Science - Anthropology
University of Utah
Certification - Strategic Marketing
Booth School of Business
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