Hubspot
Mariah (Pollock) Wall
Director Of Customer & Lifecycle Marketing
Salt Lake City
Summary
As a seasoned marketing professional, I specialize in creating, implementing, and optimizing integrated marketing strategies throughout the customer journey. By leveraging multi-channel marketing and events strategies, understanding segmentation and personalization, and focusing on nurturing customer relationships from acquisition to retention, I utilize data-driven approaches to increase customer loyalty, enhance customer lifetime value, and drive business growth.
Overview
10
10
years of professional experience
Work History
Director of Customer & Lifecycle Marketing
Virtuous
06.2023 - Current
- Build and lead Lifecycle and Customer Marketing department by crafting and implementing lifecycle marketing strategies to ensure timely, personalized experiences for prospects and customers.
- Oversee event and branding strategies for both internal and external events by executing a comprehensive event communications plan, providing sales enablement material and guidance to progress leads down-funnel, and reporting on key metrics and overall ROI.
- Partner with leadership across Operations, Sales, Customer Success and Product teams to gain insights into customer behaviors, leveraging this understanding to refine messaging and campaign tactics for maximum impact.
- Utilize data analysis and direct customer feedback to lead marketing strategies that align with current market trends and address anticipated customer demands.
- Lead a high-performing marketing team, fostering a culture centered on innovation, agility, and a relentless dedication to crafting impactful experiences.
Senior Director of Customer Lifecycle Marketing
Lendio
09.2021 - 05.2023
- Define a clear and actionable Lifecycle Marketing and CRM roadmap to support lead acquisition, engagement, cross-selling, and retention efforts.
- Create customer-first marketing strategy to meet revenue goals through multi-channel marketing programs in email, SMS, direct mail, one-to- one communications, and events.
- Spearheaded company's event strategy, executing high-engagement digital and in-person events such as webinars, product demos, executive roundtables, company roadshows, and conferences.
- Build ongoing testing roadmap to support company-wide automation initiatives to deliver real-time, highly personalized customer engagements.
- Establish key business KPIs and benchmarks to build reporting frameworks for analyzing and communicating results.
- Manage Lifecycle Marketing team and Account Development teams to execute a world class experience throughout entire customer journey.
Director of Growth Marketing
InMoment
10.2016 - 09.2021
- Drive strategic development and execution of global marketing campaigns, including top of funnel demand generation campaigns, ABM, competitive, customer upsell and cross-sell, retention, and events.
- Direct annual user conference for 500+ customers, managing $1.2M budget, conducting vendor negotiations, and crafting a compelling product and thought-leadership-focused agenda, ensuring event's success as a flagship initiative.
- Partner with Sales and Customer Success teams to execute multi-channel marketing initiatives to support demand, lead generation, and customer retention for key business units.
- Project manage all operations and logistics for demand marketing activities, including review and approval process, budget tracking, campaign forecasting, and reporting.
Customer Success Manager
Prosper Healthcare Lending
05.2015 - 10.2016
- Manage and cultivate 200+ healthcare provider relationships and conduct ongoing quarterly business reviews to ensure program success.
- Monitor key metrics for book of accounts, providing actionable insights and best practices to enhance efficiency and performance.
- Master one-to-many approach by utilizing CRM and automation software.
Education
MBA -
University of Utah
Salt Lake City 05.2001 -
Bachelor of Science - Business Management
University of Utah
Salt Lake City 05.2001 -
Bachelor of Science - International Studies
University of Utah
Salt Lake City 05.2001 -
Skills
- Customer Lifecycle Management
Event Strategy and Execution
Campaign Planning and Execution
Project Management
Copywriting
Marketing Analytics and Performance Measurement
Leadership and Mentorship
Budgeting and Cost Control
Team Collaboration
Software
Salesforce
Asana
Monday
Trello
Lucid Chart
Tableau
Domo
6Sense
Timeline
Director of Customer & Lifecycle Marketing
Virtuous
06.2023 - Current
Senior Director of Customer Lifecycle Marketing
Lendio
09.2021 - 05.2023
Director of Growth Marketing
InMoment
10.2016 - 09.2021
Customer Success Manager
Prosper Healthcare Lending
05.2015 - 10.2016
MBA -
University of Utah
05.2001 -
Bachelor of Science - Business Management
University of Utah
05.2001 -
Bachelor of Science - International Studies
University of Utah
05.2001 -
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