Laurie Pace

Quinyx is a leading workforce management software providing technology (SaaS) that simplifies scheduling, time reporting, communication, task management, budgeting, and forecasting. Quinyx helps over 1500 organizations worldwide remain compliant, improve efficiency, reduce labor costs, and engage employees through advanced and flexible features.

Marketing

• Developed result-driven and scalable marketing strategies to acquire new customers, generating over $60M in new pipeline from marketing lead sources over 3 years and fueling $10M ARR in North America.
• Aligned marketing objectives with company's OKRs, focusing on business growth and market expansion.
• Managed a team of 12 marketers focused on driving growth, boosting brand awareness, and positioning Quinyx as thought leader within the industry through marketing and PR initiatives.
• Spearheaded strategic turnaround of marketing strategies during budget downsizing periods (pandemic and H2 2022), focusing on account-based marketing and increased conversion rate - resulting in ~50% YoY pipeline growth.
• Led a cross-functional team, strategy and tech stack implementation of the global account based marketing (ABM) program, including vendor selection process, deployment and adoption of 6sense, Bombora and Mutiny.
• Defined team objectives, clarified members' roles, and introduced new processes to boost efficiency.
• Led a cross-departmental brand (re)positioning project, creating impactful narratives consistent with overall brand strategy.

Analyst relations

• Responsible for creating a cohesive analyst relations program and strategy from scratch.
• Defined relevant metrics and engaged with key market analysts through regularly scheduled inquiry calls.
• Maintained relationships with analyst firms and advocated the inclusion of Quinyx's platform in analyst reports and research. As a result, Quinyx was included in 8 analyst reports in 2022 alone. (Gartner, Forrester, Nucleus, IDC).

PR

• Created unified structure and processes for local public relations efforts.
• Worked with local marketing teams to increase media opportunities and share of voice.
• Cultivated and maintained strong relationships with media outlets and key journalists.
• Assessed and managed external agencies to support and deliver media coverage growth.
• Developed founder- and executive-led communication internally and externally.

• Relocated from London to Boston to launch and open Quinyx North America as part of a 3-person team.
• Played an instrumental part in growing the North American operations from 3 to 36 people.
• Managed overall demand generation and growth strategy, driving acquisition of new enterprise clients through effective demand generation campaigns.
• Owned conception, execution, and optimization of growth programs, including paid advertising, content syndication, SEO and SEM.
• Defined and led creative marketing campaigns and activations to increase brand awareness, product adoption, customer acquisition, and retention.
• Collaborated with sales on pipeline goals and smarketing strategies.
• Led partner marketing and co-marketing strategy.
• Defined the North American target audience/ICP based on market needs, opportunities, and product fit.
• Used HubSpot and Salesforce to automate, implement and report on strategy effectiveness, reporting directly to the CMO.

• Developed and deployed the UK and NL marketing strategy.
• Collaborated with cross-functional teams to define overall marketing growth strategy for products in the UK and Netherlands.
• Orchestrated, executed, and monitored the performance of campaigns to increase brand awareness and lead generation.
• Successfully launched Quinyx's new office/operations and go-to-market strategy in the Netherlands.
• Managed a team of 3 growth-focused marketers, executing local market strategies for optimal results.
• Organized and executed creative experiential marketing events.
• Developed measurement plans and tactics to optimize outreach efforts, connecting marketing and sales activities to revenue and retention.
• Developed and implemented a digital marketing strategy to drive demand and pipeline growth, including SEO, social media, and viral video campaigns.
• Defined and produced marketing content plan, including White papers, blogs, social media posts, press releases, and landing pages.

Ubeeqo, part of the Europcar group, provides innovative car-sharing fleet solutions for businesses and consumers living in urban areas.

• Managed and led a global team of 10 marketers, executing B2B and B2C marketing initiatives.
• Delivered successful international growth results through omnichannel marketing campaigns.
• Achieved proven ROI and increased B2C usage in EU markets by 180% in 15 months.
• Oversaw an annual €3 million marketing budget allocation across markets and channels.
• Developed consumer retention and engagement programs, executed go-to-market campaigns, and managed ATL/BTL marketing channels and brand partnerships.
• Reported directly to Europcar Board and CEO.

Van de Velde designs, produces and sells luxurious women's lingerie and swimwear under its own brand names.

• Responsible for all marketing aspects of the company's leading ready-to-wear brand, PrimaDonna (www.primadonna.com) and its 3 subbrands.
• Led a team of 10+ marketers globally, focused on increasing brand awareness, sales and distribution.
• Defined and managed the implementation and execution of the global marketing plan. Digital, in-store and out-of-home.
• Responsible and accountable for ROI and KPIs related to all marketing activities.
• Managed strategy, creation and deployment of all out-of-home/outdoor billboard advertising and print advertising.
• Planned and executed robust, creative experiential marketing events.
• Managed annual marketing budget of over $9M
• Launched the brand in North America. Defined the go-to-market and launch strategy. Work closely with sales to ensure product distribution in major retailers.

Südzucker AG is the largest sugar producer in Europe and owns over 20+ consumer sugar brands globally.

• Developed a global brand strategy and local marketing/distribution plans to launch a new brand of gourmet sugar in Egypt, Greece, USA, Spain, Singapore and the UK.
• Led packaging and website creative development.
• Conducted market/consumer analysis to define the target audience.
• Built culturally sensitive relationships with partners in diverse markets while handling day-to-day coordination of marketing activities.
• Managed 4 creative agencies in different geographies.
• Developed innovative marketing campaigns based on key objectives to deliver on sales objectives.