Leslie Dahn
Denver,CO
Summary
Senior Product Marketing Manager with 15+ years of experience developing and executing go-to-market plans for products and services. Consistently delivers messaging highlighting differentiated value propositions in sales collateral, conducts knowledge transfer and training, and contributes core messaging for fulfillment of marketing tactics. Energetic and strategic with an aptitude for effectively evaluating product performance and profitability to drive adoption and retention. Possess an astute attention to detail and ability to grasp and translate technical jargon into value for customers and prospects. An accomplished, results-driven collaborative leader of launch with a proven record of conceiving and crafting marketing activities that drive demand and enable sales teams.
Overview
30
30
years of professional experience
Work History
Senior Product Marketing Manager
BondLink
10.2022 - Current
- Owned product launch, led cross-functional teams to internalize and implement a standard launch process
- Introduced a collaborative go-to-market strategy to align messaging, materials, and metrics to expand adoption of current platform and launch net-new features
- Established a messaging framework to our marketing, customer experience, and sales teams to ensure external and internal communications were on-brand and used common vocabulary to reinforce frequency and familiarity across all points of contact with clients and prospects
- Together with Marketing and Sales created an integrated content plan to promote key sales themes across social media, blogs, email campaigns, webinars, trade shows, sell-sheets, and thought leadership
- Authored personas, competitive analysis, and talking points to empower Sales, inform deal preparation, and facilitate product team discussions about customer motivations
- Quickly learned the niche municipal bond market creating segmentation of federal, state, and sector insights, sharing relevant current trends, and becoming a subject matter expert (SME) to internal teams
Manager, Strategic Planning
Tyler Technologies
01.2021 - 10.2022
- Provided build-or-buy growth analysis of SaaS whitespace opportunities to senior leadership
- Identified merger and acquisition (M&A) targets aligned with corporate strategic objectives
- Oversaw post-launch data metrics to accelerate revenues, improve market expansion, and contribute to the success of marketing activities
- Worked closely with online payments group, sales, product marketing, and market intelligence teams on TAM computations, competitive trend analysis, value propositions, and positioning
- Led product integration following $2.3B acquisition of NIC to accelerate cross-sell and develop new channels
- M&A analysis of financial services and online payments company led to $84M acquisition for courts division
Product Marketing Manager
Tyler Technologies
05.2015 - 01.2021
- Developed and executed go-to-market plans and facilitated internal organizational readiness.
- Led cross-functional implementation of multi-phase launch plans to drive adoption and retention.
- Collaborated with marketing department to define positioning and messaging, content strategy, and lead generation campaigns.
- Supported marketing programs and campaigns with editorial direction and copywriting.
- Cultivated and nurtured relationships with customers in strategic vertical markets to support ongoing definition of differentiated product value.
- Communicated value and position to sales team and developed tools to support selling process.
- Offered pricing and feature recommendations to management and cross-functional teams.
- Possessed expert knowledge of competitive and third party products and translated knowledge into business strategy.
- Developed personas by prospective buyer role and methods to overcome competitive objections.
- Conducted market research to identify new opportunities and target markets.
- Assessed new product specifications to meet client needs.
- Analyzed and reported on KPIs to validate and demonstrate success.
Account Manager
Lasso Digital
01.2012 - 12.2014
- Managed client account with safety-net clinic providing medical services to an under-served, largely Spanish-speaking community; wrote communications plan, implemented new branding, contributed to promotions and advertising campaigns including video production
- Worked with Colorado Department of Health and Environment to launch state's Health Insurance Network in both English and Spanish
Vice President, Associate Marketing Director
Digitas North America
01.1999 - 01.2001
- Clients included Xerox, Dell, and Charles Schwab, among others
- Launched Xerox's rebranded website integrating its first comprehensive online catalog, led global competitive research
- Managed $1million-per-quarter consumer marketing account of 10-15 projects, managed team
- Launched market disruptor private wireless trading product, Pocket Broker, to high-net-worth individuals cementing a lucrative customer segment.
- Collaborated with senior management to develop strategic initiatives and long term goals.
- Used market insights to capitalize on key business opportunities for new advantageous partnerships.
Senior Product Marketing Manager
Pearson / Headland Digital Media
01.1996 - 01.1999
- Digital Marketing and Product Development, Created go-to-market strategy, worked closely with product and content teams, launched digital sites from Pearson's published properties including the Penguin Books
- With Addison Wesley Longman editors and NYU leadership, crafted first online MBA offering business plan
Product Marketing Manager
JumpStart Games – Adaptive Curriculum For Kids
01.1994 - 01.1996
- Created product strategy, value proposition, and positioning for a suite of curriculum-based technology products for kids that continues to dominate its category to this day
- Awarded for packaging
Education
MBA - Marketing Strategy
UCLA Anderson School of Management
1994
Executive Certification -
Harvard Business School
BA - English
The University of Texas
BS - Communications: Radio-Television-Film
The University of Texas
Skills
- Go-To-Market Plans
- Product & Feature Roadmaps
- Launch Management
- Sales Enablement
- Marketing Strategies
- Market Trend Analysis
- Competitive Analysis
- Product Value Propositions
- Differentiation and Positioning
- Target Segmentation
- Qualified Lead Generation
- Editorial and copywriting
- KPI Development
Timeline
Senior Product Marketing Manager
BondLink
10.2022 - Current
Manager, Strategic Planning
Tyler Technologies
01.2021 - 10.2022
Product Marketing Manager
Tyler Technologies
05.2015 - 01.2021
Account Manager
Lasso Digital
01.2012 - 12.2014
Vice President, Associate Marketing Director
Digitas North America
01.1999 - 01.2001
Senior Product Marketing Manager
Pearson / Headland Digital Media
01.1996 - 01.1999
Product Marketing Manager
JumpStart Games – Adaptive Curriculum For Kids
01.1994 - 01.1996
MBA - Marketing Strategy
UCLA Anderson School of Management
Executive Certification -
Harvard Business School
BA - English
The University of Texas
BS - Communications: Radio-Television-Film
The University of Texas
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