Leyla Ballantyne

• Report to the Chief Strategy Officer and lead 11 PMMs, including partner marketing, competitive analysis, and market intelligence
• Set department vision, OKRs, changed org design, and hired new talent; turned around historically underperforming team to deliver 60+ B2B and B2C launches in 2024 across 5 lines of business
• Launched Experiences and Ticketed events; beat adoption goal by +50%, drove +37% growth in transaction revenue, +25% growth in SQLs and achieved ~5.5x ROI on marketing spend
• Transformed go-to-market processes across the organization, reducing overall time spent by approximately 10% and improving speed to market by up to 4 weeks; trained over 200+ engineers, product managers, marketers, designers, etc.
• Improved product launch email engagement rates by ~2x
• Led customer segmentation and pricing strategy, informing sales go-to-market, offer strategy, and territory focus; identified $XXM of opportunity, and $YYM in add-on and upsell opportunities over a two-year period
• Received a 4.75/5 score in midyear 360 reviews, among the highest in the company, and ranked in the top tier of employees within the first year
• Presented PoV on long-term growth strategy to the C-Suite, informing investment

Company Overview: HUGE Inc Is an award-winning digital agency

• Led marketing, product innovation, and growth strategy consulting
• Oversaw $20M+ of business, directly managed 6 reports with oversight over 48 cross-functional team members, including sales, marketing, UX, research, analytics, product management
• Grew line of business 600%, received top 10% client NPS scores (9/10), promoted 3 times
• Clients include: Gartner, Google, Worldpay, Four Seasons, Ulta Beauty, Lowe’s, PGA, SKII, Longo’s, SportChek, McDonald’s, and more
• Supported analyst relations with Forrester, as well as partnerships and partner marketing (e.g. Contentful, TalonOne)
• Created new commerce offerings, led GtM with holding company, IPG
• Pitched and won several new multi-million dollar accounts

• Led cross-functional growth initiatives reporting into C-suite and conducted diligence on partnership and acquisition opportunities
• Responsible for strategy, execution, measurement, reporting, and Board of Director presentations
• Launched and led company’s innovation lab, improved NPS +12 YoY, store went from 5+ years of decline to YoY growth, learnings drove investment priorities for Grow 50 Strategy; reported into CEO, CFO, COO, and Chief Stores Officer
• Led digital CX and growth strategy for $150M+ Weddings business; for Chief Merchandising Officer, EVP Home, and President
• Convinced SVPs and C-Suite not to acquire companies like Beyond the Rack, which were eventually offloaded by original purchasers at significant discount
• Received recognition from CEO; won North Star Award (highest award)

• Led strategy and 3-year roadmap for $100M investment
• Managed analytics agency and cross-functional teams
• Revamped targeted offers program and led national rollout; drove $171M incremental revenue in 1 year
• Led GtM strategy and product roadmap; delivered on time and budget, acquired 20M users within 6 months of program launch
• Developed customer lifecycle strategy & managed cross-channel engagement tactics (e.g. email, social, push, in app, store, POS, paid, etc.)
• Promoted from Manager to Senior Manager, won Make Magic Award

• Managed primary research and other data analyses to inform corporate strategy
• Managed analyst and 2 research vendors
• Led customer segmentation; identified $300M growth opportunity
• Led Mobile App Research; resulted in product changes, re-brand, & informed customer acquisition strategy – for CMO, SVP Marketing
• Revamped processes; increased project output by 10% at zero cost
• Recognized as High Potential employee within 1st year

• Conducted market research for media, entertainment, & CPG accounts
• Managed projects end-to-end, from RFP to final presentation (e.g
• Segmentations, predictive modeling, brand equity studies, & more)
• Trained analysts
• Led global women's fragrance opportunity assessment; included audience segmentation, price sensitivity analysis, and concept testing
• Led brand equity evaluation of Gaiam; supported holding company's decision not to acquire – presented to Saban Capital Group
• Automated processes; decreased time spent on key activities by 20-30%
• Promoted from Analyst to Senior Analyst

• Created marketing materials, wrote for Atlantic.com, sourced and interviewed experts, including Nobel Prize winners

• Provided custom research and analyses to higher education clients