LaTonya Marzo Paschal

Responsible for driving and managing marketing activities aimed at generating demand and driving leads Developed and executed comprehensive marketing strategies utilizing various channels such as digital marketing, content marketing, email marketing, social media, webinars, and events. Worked closely with cross-functional teams, monitored key performance indicators (KPIs), and made data-driven decisions to optimize marketing efforts and maximize conversion rates.

• Spearheaded the migration from Hubspot to Pardot enabling more accurate lead tracking, improved lead management, and enhanced sales and marketing alignment.
• Implemented a lead scoring model based on prospect behavior and demographics, resulting in improved lead prioritization and a 15% increase in sales-ready leads.
• Optimized paid advertising campaigns by implementing A/B testing and refining targeting parameters, resulting in a 35% reduction in cost per lead while maintaining a consistent lead quality.
• Developed and executed ABM campaigns, collaborating closely with sales and marketing teams to identify target accounts, create tailored messaging, and deploy multi-channel campaigns.
• Fostered strong collaboration between sales and marketing departments, aligning goals and strategies for demand generation success.

Created the strategy and executed on ongoing multi-channel and multi-touch inbound marketing and lead nurturing campaigns while performing continuous evaluation of campaigns effectiveness to identify improvement areas and assure KPI & target fulfillment

• Managed a budget of over $600K annually
• Worked closely with sales leadership to refine marketing programs and generate highly qualified leads
• Consistently achieved at least 80% marketing influence in closed won

Designed and drove ongoing multi-channel and multi-touch inbound marketing and lead nurturing campaigns while performing continuous evaluation of campaigns effectiveness to identify improvement areas and assure KPI & target fulfillment

• Created podcast program which contributed over $100K to sales pipeline in just one year of inception.
• Created a virtual user conference that resulted in an addiitonal $250K in cross-sell and upsell pipeline

Developed and executed communication and promotional platforms for the brand across multi-channel and consumer touch points

• Built and managed events strategy including vendor management and the execution of onsite events
• Received Southern Excellence Award for excellence in social media outreach during Hurricane Matthew

• Collaborated with B2C business to develop new paid search campaign content and messaging to achieve business objectives
• Managed paid search performance including keyword expansion, bid optimization, ad text optimization, reviewing costly keywords and evaluating negative keywords
• Took a portfolio of 150 underperforming accounts and within 3 months delivered 20% over estimated leads by implementing standard optimization techniques
• Managed a team of 9 PPC analysts
• Led team meetings, provided mentorship and training
• Performed quarterly and yearly performance reviews.