Meg Zolnierowicz

As the SVP of Marketing at Arcoro, I report to the CRO and am responsible for the strategy, execution, and success of all marketing programs. I was hired to fix a "demand gen problem" and after reorganizing the marketing and BDR teams and an overhaul of marketing campaigns, marketing sourced 92% of closed won revenue in 2023. I currently lead a team of nine marketers and eight BDRs and ensure alignment across the organization to get the most out of every marketing initiative. Responsibilities include:

• Guide demand generation strategy and efforts across omnichannel campaigns.
• Establish customer acquisition goals to hit target revenue growth.
• Build and manage marketing budget to reach revenue goals.
• Work with partners, associations, and industry thought leaders to drive brand awareness and establish Arcoro as a leader in HR tech for the construction industry.
• Align with and enable sales to optimize outreach strategies, messaging, and workflows.
• Ongoing executive presentations on strategies, metrics, and results.
• Implemented consistent metrics to track across departments that were picked up and presented on by our private equity backers and industry leading best practices.
• Travel and present revenue team results to the board quarterly.

Metrics that matter:

MQLs + 140% | SQLs +150% | CW +135%

Return on Ad Spend (ROAS) +79%

Customer Acquisition Cost (CAC) -50%

As the Director of Marketing, I was responsible for the development and execution of campaigns and strategies generating net new leads to achieve revenue goals and reach customer acquisition milestones. I built a team of in-house marketers to plan and execute global marketing programs and strategies that tripled revenue growth YoY.

Main responsibilities:

• Increase sales pipeline through inbound and outbound marketing strategies
• Execute marketing automation best practices and strategies using HubSpot, Salesforce, Outreach, and more, lead implementation of new tools
• Drive end-to-end management of integrated marketing programs
• Present weekly performance metrics and reports to management
• Partner with sales, customer success, and other team members to help them be more effective in their roles with unmatched marketing support

As Director of Demand Generation at Maropost, I developed multi-channel (digital advertising, email, field & virtual events) campaigns to meet quarterly MQL and revenue goals, exceeding Q2 MQL goal by 396% and opportunity goal from marketing by 124%. My work included:

• Built, implemented and updated effective SEO and paid strategies leading to a 50% increase in website traffic, with organic search up 20% and contributing 45% of all website traffic, and direct search up 60% on last year
• Developed and presented quarterly demand generation marketing plans and reports to SVP of Marketing and executive team
• Selected and designed field event marketing presence, managed lead gen from events and created lead follow-up and hand off plan to ensure a seamless transition to sales
• Managed demand generation budget, including all paid digital efforts and event sponsorships
• Took overall cost per lead from $750 to $150
• Received Q2 2019 "Obsession Over Excellence" Company Award for performance

As Digital Marketing Director at Mediafly, I selected, implemented, and managed each piece of the marketing tech stack to optimize lead flow and maximize revenue generated from marketing tactics. Priorities included:

• Drove new lead acquisition and pipeline generation
• Developed multi-channel (digital advertising, web, email, field & virtual events, etc.) programs that meet business growth and revenue goals
• Owned end-to-end management of global campaign execution, including: creative and copy development, campaign setup, A/B testing, conversion flows, and campaign optimization to maximize conversion rates.
• Executed highly targeted ABM campaigns around stage of the funnel, industry, role, and company profile data, previous interactions
• Managed social media accounts, partnerships, ads and employee advocacy program
• Produced and submitted weekly reports outlining progress against KPI objectives for CMO and executive team
• Produced quarterly reports outlining progress against KPI objectives coupled with strategy and tactics for quarterly board meetings
• Directed traffic growth strategies, including SEO, affiliate linking campaigns, content distribution, email marketing and trackbacks

As one of the first internal marketing team hires at Four Corners Tavern Group, I helped build the team from the ground up and had the opportunity to oversee the entire digital marketing presence.

• Website optimization
• Email marketing
• Social media account creation and management
• Launched Zenreach (at the time it was still called Wifast) a wifi marketing platform
• Grew email subscribers from 12k to 150k
• Designed Four Corners Loyalty Program "My4C" mobile app
• Planned, marketed and managed Four Corners Ticketed Events