MALEKA BURNETTE

Key Achievements

Developed and executed a comprehensive global marketing strategy aligned to corporate growth objectives which drove YOY MQL growth, increased marketing attributed revenue, and expanded partner engagement across key markets.

Spearheaded a global demand generation transformation that increased marketing-sourced pipeline while improving lead-to-opportunity conversion.

• Identified new market opportunities and developed go-to-market strategies to support global expansion and competitive differentiation in complex markets.
• Built and mentored a high-performing global marketing organization, increasing team productivity, and fostering a culture of innovation, accountability, and continuous development.
• Operationalized the enterprise master brand narrative, unique value proposition, and market positioning strategy, creating a differentiated competitive identity that aligned executive leadership, strengthened brand equity, and accelerated go-to-market effectiveness.
• Delivered executive-level reporting and strategic insights to senior leadership, enabling data-driven decision-making that supported annual revenue growth and accelerated sector expansion initiatives.
• Managed multimillion dollar global marketing budget and optimized marketing investments through disciplined performance measurement and resource allocation across digital, field, channel, and events to deliver over 7x return on marketing investment.
• Directed global event strategy and execution for industry conferences, tradeshows, partner events and customer engagements, delivering an increase in event-sourced pipeline and a 30% improvement in post-event opportunity creation.

Drove record-high campaign response rates, 371% ROI, in key national, regional and local markets.

• Led execution of strategic B2B and B2C marketing initiatives tied to annual revenue goals exceeding $120M.
• Developed and executed regional and national GTM programs spanning email, direct mail, digital media, social campaigns, executive engagement initiatives, and community events.
• Partnered with leadership teams to align marketing strategy with growth goals, customer engagement objectives, and operational priorities.
• Cultivated and managed strategic partnerships supporting $2.5M grant fulfillment initiatives and regional awareness campaigns.
• Designed audience segmentation and lifecycle marketing initiatives that improved engagement, response rates, and stakeholder retention.
• Created executive-level performance dashboards and KPI reporting frameworks to evaluate campaign effectiveness, pipeline contribution, and ROI.
• Directed content strategy and messaging development across integrated campaigns, thought leadership initiatives, and customer communications.
• Conducted market research, competitive analysis, and performance assessments to identify growth opportunities and optimize campaign investments.

Developed and launched a national home promotion campaign that contributed to a 79% increase in sales and a 62% reduction in purchase cancellations.

• Managed a $1.48M marketing budget while ensuring campaign execution remained on time and within budget.
• Increased scheduled customer appointments by 48% through targeted engagement and personalized marketing initiatives.
• Leveraged Oracle Eloqua and customer data analysis to drive audience segmentation and tailored marketing strategies.
• Partnered with sales leadership to improve campaign targeting, customer engagement, and conversion performance.
• Conducted margin analysis and market research to assess product viability, customer demand, and profitability.

• Directed strategic community engagement and partnership marketing initiatives supporting brand growth and subscriber acquisition.
• Executed strategic engagement programs that contributed to an 85% increase in revenue.
• Negotiated sponsorship agreements with major operators across top U.S. markets to awareness and acquisition initiatives.
• Collaborated with stakeholders to develop and distribute marketing communications, promotional campaigns, and customer-facing content.
• Led relationship management efforts with regional and national distribution partners.

Advanced through leadership roles to drive commercial marketing growth, enhance customer acquisition and retention, and support regional expansion.

Delivered 91% year-over-year commercial product growth and contributed to a 32% reduction in customer churn.

• Oversaw $4.52M marketing budget while leading cross-functional teams of sales representatives, auditors, and commercial marketing staff.
• Increased video penetration by 40% across targeted property segments through database-driven campaign initiatives.
• Developed integrated campaigns leveraging email marketing, direct mail, events, and digital media.
• Collaborated with sales teams to boost pipeline generation, elevate customer engagement, and optimize territory performance.