LAUREN SOUCY
Hingham,MA
Summary
Results-driven Marketing VP with over 18 years of experience powering growth at fast-paced companies. Expert in B2B demand generation, content marketing, SEO and analysis. Proven track record in-house and in agency setting using data-driven strategies including inbound marketing, PPC and advertising for brand, demand acceleration and revenue impact.
Overview
19
19
years of professional experience
Work History
Head of Growth
First Page Strategy
10.2022 - Current
- Manage a global team of 18 running growth marketing channels, including content marketing, SEO, inbound marketing, UX, video, outreach, lead gen, paid social and direct mail initiatives for product-led growth (PLG) client with $100m annual revenue
- Generated new business revenue increases for client of YOY in 1H 2022, on target for 2023 goals
- Prepare presentations and present results to client CEO and stakeholders on a monthly basis
- Managed budget allocation and resource utilization to maximize marketing ROI
- Analyzed and reported on KPIs to validate and demonstrate success of marketing campaigns
- Increased organic search traffic 50% YOY in 1H 2023 while improving search ranking in 12 highest converting topics
- Maintained ROAS of ad spend of 5+ while scaling ad spend 100% in 1H 2023
- Launched UX conversion rate improvement test that resulted in 3.9% conversion rate on the experimental group (vs 1.4% baseline conversion rate)
VP of Marketing
Time Doctor
06.2020 - 08.2022
- Manage a global team of 15 marketers for Time Doctor, an employee monitoring software with more than 10,000 customers in 140 countries
- Part of the executive leadership team that established the mission and values, and oversaw a rebrand including a brand book, value prop and tagline, detailed ICP and persona research
- Marketing generated 98% of new business revenue and pipeline creation both for the self-service and sales funnel to drive ARR increases of 30% in 2021 and 30% in 2022
- Drove company branding efforts to increase market presence and brand recognition.
- Implemented marketing automation, revenue attribution reporting and created a data-driven approach across the marketing department
- Built product marketing, lifecycle marketing and demand generation functions
- Created an account based marketing program to target ICP 1 accounts
- Increased blog content production 4x in one year and created an optimization process for legacy content, while getting a two month payback on content investment
- Marketing launch of the 2022 book Running Remote, now a Wall Street Journal Bestseller, written by Time Doctor’s co-founders
Interim VP of Marketing
Robin
03.2020 - 05.2020
- Robin is a SaaS workplace experience platform helping midmarket companies with desk booking and conference room scheduling to support a hybrid work model
- Managed the Marketing department during VP's maternity leave
- Responsible for $2M Marketing budget, working directly with CFO on reporting
- Managed a team of 4 on the core marketing team, plus 2 BDR Managers leading a Business Development team of 10
- Managed BDR playbook and marketing content creation to support inbound and outbound sales campaigns
- Aligned with sales to optimize outreach strategies, conversion and workflow
- Continually evaluated marketplace trends and oversaw gathering of competitive intelligence
Director of Demand Generation
Robin
12.2019 - 05.2020
- Built the demand generation function, implemented a data-driven approach to marketing and helped build the BDR team
- Strategic owner of top revenue channels, organic search, paid search, paid social channels as well as the content marketing strategy
- Grew overall demand 600% YOY to generate of new business revenue and pipeline creation in 2019
- Assessed account-based marketing strategy for new demand generation and customer expansion
- Evaluated and recommended new vendors and campaign opportunities
- Drove global demand generation efforts across omnichannel digital campaigns, email and online marketing
- Built dashboards for real-time reporting and prepared quarterly decks for board meetings
- Reported on marketing's contribution to pipeline and revenue
Senior Director of Inbound Marketing
Workable
02.2018 - 11.2018
- Strategic owner of acquisition marketing, responsible for traffic and lead generation for Workable, a SaaS hiring software company
- Oversaw organic search, paid and social channels, the biggest channels contributing to 50% YOY growth in 1H 2018
- Managed advertising budget on major channels like Google, Facebook, LinkedIn and Bing, as well as implemented social media plans, both organic and paid
- Directly managed two SEM and SEO Specialists, worked closely with Demand Gen, Sales, BI, Creative and many other departments
- Generated reporting on multiple analytics platforms and regularly presented findings to the executive team for key business decisions
Inbound Marketing Director
Workable
11.2015 - 01.2018
- Designed and executed on SEO and content marketing strategy
- Directly managed SEO Associate and collaborated closely with Content team
- Developed and implemented successful marketing strategies to increase brand visibility and sales performance
- Executed comprehensive marketing plans that consistently achieved targets for increased website traffic, leads and increased revenue
- Increased monthly website traffic from 75K to 1m sessions per month
Director of SEO, SEM & SEO Manager, Senior Editor
TechTarget
01.2005 - 11.2015
- Oversaw strategic organic search efforts for more than 100 IT-related websites on multiple domains and international properties for TechTarget, a marketing data company
- Managed a team of Performance SEO and Content Strategists providing content plans, optimization assessments and opportunities
- Provided search engine recommendations for site launches and acquisitions on content strategy, reader engagement, site architecture, analytics, link development and social media promotion
- Designed and managed large-scale strategic optimization projects to increase organic traffic, rankings and authority for TechTarget sites
- Oversaw SEO training and keep best practices documentation up-to-date for all editors and marketers (200+)
- Created dashboards to monitor traffic across all websites and develop methods for increasing organic traffic, referrals and social media efforts
Account Executive
Pagio
10.2004 - 01.2005
Education
Bachelor of Arts - Journalism and English
Lehigh University
Bethlehem, PACertificate in Magazine Publishing -
Boston University
Boston, MASYRACUSE UNIVERSITY
FlorenceSkills
- Leadership
- Growth Strategies
- Inbound Marketing
- Revenue Growth
- Demand Generation
- Brand Awareness
- Search Engine Optimization (SEO)
- Content Marketing Strategy
- Search Engine Marketing (SEM)
- Business-to-Business (B2B)
- Software-as-a-Service (SaaS)
- Product-Led Growth (PLG)
- Pay-Per-Click (PPC)
- Lead Generation
- Account-Based Marketing (ABM)
- Analytics
- Hubspot
- Salesforce
- Social Media Optimization
- Social Media Advertising
- Google Ads Certified
- Meta (Facebook) Ads
- LinkedIn Ads
- Microsoft (Bing) Ads
- Google Analytics
- Tableau
- Looker
- Databox
- Omniture
- Website Taxonomy
- MOZ
- SEMRush
- ahrefs
- Google Search Console
- Google Trends
- BuzzSumo
- MarketMuse
- Clearscope
- Link Building
- Vignette
- WordPress
- Project Management
- Training
- Asana
- ClickUp
Timeline
Head of Growth
First Page Strategy
10.2022 - Current
VP of Marketing
Time Doctor
06.2020 - 08.2022
Interim VP of Marketing
Robin
03.2020 - 05.2020
Director of Demand Generation
Robin
12.2019 - 05.2020
Senior Director of Inbound Marketing
Workable
02.2018 - 11.2018
Inbound Marketing Director
Workable
11.2015 - 01.2018
Director of SEO, SEM & SEO Manager, Senior Editor
TechTarget
01.2005 - 11.2015
Account Executive
Pagio
10.2004 - 01.2005
Bachelor of Arts - Journalism and English
Lehigh University
Certificate in Magazine Publishing -
Boston University
SYRACUSE UNIVERSITY
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