Kristi Anderson
Growth Marketing Leader
Summary
Innovative Marketing leader with 25+ years of experience delivering exceptional growth marketing campaigns, content and operational excellence based on established and innovative strategies. Results-oriented and collaborative professional bringing expertise in B2B software growth marketing. Detail-oriented, attentive and decisive leader looking for fast-moving early stage company that supports professional growth and work/life balance. Series A or B with little to no existing marketing infrastructure preferred but not required.
Overview
26
26
years of professional experience
Work History
Fractional Marketing Executive
Fractional Executives, Llc
08.2020 - Current
- Founder and owner of fractional marketing services firm, serving clients in the high tech space
- Grew company to revenues of over $150K in the first year servicing six unique clients and environments
- Work with clients to help them streamline marketing operations, campaign execution and develop stronger relationships with sales constituents
- Developed new lead scoring model for a client which resulted in 50% more marketing lead throughput to sales and more than 100% increase in leads to pipeline conversion
- Implemented new marketing operations processes for a client and trained their marketing manager staff, resulting in 10X campaign execution capacity due to the ability to give marketing managers more access and control over their emails, content and campaigns
- Worked with third party vendors to help evaluate, select and implement several technologies for clients in the marketing stack including ABM, gifting platforms, virtual event management software and data management/normalization
- Created over 25 pieces of new content for clients including infographics, blog articles, brochures and white papers
Director of Marketing
Ephesoft, Inc
Irvine, CA
11.2017 - 04.2020
- Marketing team lead of seven-person department responsible for all global marketing activity for fast-growing B2B SaaS start-up
- Hired to run demand generation, but stepped into other roles as needed such as product launch strategy and execution, guiding web development projects, marketing operations, marketing communications and channel marketing
- Increased inbound responses 300% from 2017-2018 via targeted, persona-based campaigns
- Doubled inbound response conversion from 2018-2019, resulting in more pipeline value with fewer leads
- Created campaign content strategy and campaign planning processes to align content creation and messaging goals
- Responsible for over 30 corporate events annually in the US and APAC: developed and implemented event planning and execution processes to drive over $10M net new pipeline via events in 2019
- Developed ABM plan to target specific partner organizations; built integration with MAS (Pardot), wrote all content and programmed nurture resulting in a jump from 5 to 20 partner campaigns and events from 2018-2019 with little increase in budget. This drove $1M increase in partner pipeline generation in just three months
- Coached and mentored business development team: team delivered $3.6M in qualified pipeline to sales in 2018 and over $6M in 2019
Portfolio Marketing Manager
Watson Commerce, IBM
Costa Mesa, CA
07.2013 - 06.2017
- Strategic Marketing manager team lead for the IBM Watson Commerce portfolio, including order management and fulfillment, merchandising, and digital customer experience tasked with demand generation to increase marketing contribution to business revenue
- Created a new prospecting program for sellers, which included advanced analytics to precisely target accounts/contacts resulting in seller penetration into 14 new accounts over two quarters. Unconverted leads were nurtured until deemed dead or converted, leading to an additional 6 accounts penetrated and 10 moved to 'never interested', helping further refine the ICP. All of this drove over $50M of net new pipeline forecast over 12 quarters
- Improved marketing programs impact on revenue by 9 pts in one year by focusing on tight connection with business development follow up
- Created a program called, ‘no lead left behind’ to ensure all marketing leads were being followed up on in a timely fashion, resulting in 98% of all MQLs receiving a touch by a BDR or sales within 24 hours. This resulted in a spike of about $12M of qualified pipeline during the four quarters the program was live.
- Championed new strategy to reach key target audience (emerging retail tech companies) culminating in large presence at premier event (Shoptalk), resulting in identification of $25M of new pipeline for our business unit
Portfolio Marketing Manager
IBM
Costa Mesa, CA
07.2008 - 07.2013
- Strategic Marketing manager and team lead for the IBM Rational Software portfolio, including requirements management, change/configuration management and modeling tools for IoT developers
- Worked across all routes in matrixed environment to address pipeline gaps through marketing demand generation programs
- Collaborated with sales to develop several new programs to support them including outbound prospecting, account targeting and ‘campaign in-a-box’ services
- Owner of outbound demand generation program responsible for helping sales penetrate 62 new accounts in four quarters
- Only software brand MSM to connect with another IBM business unit by influencing the Industrial Sector marketing team to include our solutions in their program, resulting in an additional $10M of marketing-driven pipeline
- Created blog for sales and corresponding editorial calendar of content to help improve sales access to marketing content
Director of Americas Field Marketing
Telelogic/IBM
Irvine, CA
05.2007 - 07.2008
- Manger of a five-member team of field marketing managers and specialists to support the North America sales and WW marketing organizations through local events and local demand generation campaigns
- Created field marketing processes and operations, resulting in SLAs between key departments and better working relationships that removed friction for driving revenue
- Managed $2M annual budget: team executed 200 campaigns, events and tactics resulting in 18,900 responses and $21M in revenue in one year
- Provided mentorship and leadership to team through transition into IBM and their new roles; assisted individuals with placement in roles suitable for their skills.
- Lead member from North America marketing on CRM system integration project team, which was responsible for moving the Telelogic account and contact information into the IBM CRM system
- Regular presenter on executive calls discussing marketing results and ROI
Sr. Marketing Programs Manager
Financial Services, FileNet, IBM
Costa Mesa, CA
04.2005 - 05.2007
- Responsible for working with Financial Services subject matter experts to define key customer pain points, messages about the FileNet content management solutions and marketing campaigns to drive leads to sales
- During my time in the role, was also given responsibility for State /Local Government and Industrial Sector
- Grew pipeline of Financial Services prospects by 50% in just two quarters through new campaigns with targeted messages executed in finely targeted channels
- Improved relationships with business partners resulting in growth of pipeline from channel by over 150% and $5M in closed business
- Managed relationships with marketing communications and external vendors to ensure program content was represented in corporate campaigns
- My involvement drove an increase of 25% more responses from these channels.
Sr. Field Marketing Manager
Telelogic, Inc
Irvine, CA
01.2004 - 04.2005
- Responsible for executing field marketing activities for 15 US sellers in a direct sales B2B enterprise software organization, driving over $30M in pipeline and $10M in revenue in one year
- Managed team of two additional marketers to plan and execute local events, tradeshows and other field marketing activities
- Built content and executed enablement for sales to execute prospecting plays and sales blitzes
- Built materials and content to equip sales to execute events with the goal of significantly scaling activity execution. This resulted in 150% more events YtY, with over 50% of the events executed with only sales involvement and drove an additional $3M in pipeline from events
- Lead on team of three that executed 750-person User Group Conference where I curated content; managed all event logistics; worked with internal and external speakers on presentations and prep; drove registrations and partner sponsorships; led internal execution team in weekly meetings for several months leading up to the event. The annual UGCs drove over $7.5M in customer revenue each year
- Collaborated with field marketing counterparts in the UK, Germany, Sweden and France to share ideas, content, subject matter expertise, budgets
Owner, Founder
OC Computer Pros, Inc
06.2002 - 01.2004
- With two partners, founded a small business network operations company serving Orange County, CA
- My role was Sales, Marketing and Business Operations
- Worked with CPA and attorney to file business paperwork, taxes, build balance sheet, etc
- Built business and marketing plan for business; scoped market opportunity, developed pricing model and identified key marketing channels to promote business such as chambers of commerce, small business networking groups and user forums
- Wrote all content for website and printed collateral; worked with designer to develop logo and branding
- Sold business to competitor with over 25 active clients billing between $250-$5000/month
Marketing Campaign Manager
Foundstone, Inc
05.2001 - 06.2002
Marketing Campaign Manager
Access360
04.2000 - 04.2001
Marketing Campaign Manager
Rainbow Technologies
01.1999 - 04.2000
Sales Associate
EVG Solutions, IBM Midrange
01.1997 - 01.1999
Marketing & Sales Specialist
Vision Solutions
09.1995 - 01.1997
Education
Bachelor's of Business Administration - Marketing
Kent State University
Skills
Entrepreneurial and Tenacious
undefinedAffiliations
Member of Delta Sigma Pi international business fraternity
Climbing 14ers!
Recently moved to CO where there are 58 peaks over 14,000 feet in elevation. It's my goal to climb as many that I am technically able to climb over the next 10 years. I have 56 to go!
Timeline
Fractional Marketing Executive
Fractional Executives, Llc
08.2020 - Current
Director of Marketing
Ephesoft, Inc
11.2017 - 04.2020
Portfolio Marketing Manager
Watson Commerce, IBM
07.2013 - 06.2017
Portfolio Marketing Manager
IBM
07.2008 - 07.2013
Director of Americas Field Marketing
Telelogic/IBM
05.2007 - 07.2008
Sr. Marketing Programs Manager
Financial Services, FileNet, IBM
04.2005 - 05.2007
Sr. Field Marketing Manager
Telelogic, Inc
01.2004 - 04.2005
Owner, Founder
OC Computer Pros, Inc
06.2002 - 01.2004
Marketing Campaign Manager
Foundstone, Inc
05.2001 - 06.2002
Marketing Campaign Manager
Access360
04.2000 - 04.2001
Marketing Campaign Manager
Rainbow Technologies
01.1999 - 04.2000
Sales Associate
EVG Solutions, IBM Midrange
01.1997 - 01.1999
Marketing & Sales Specialist
Vision Solutions
09.1995 - 01.1997
Bachelor's of Business Administration - Marketing
Kent State University