Melissa Renda
Santa Barbara,CA
Summary
Innovative marketing leader with 15+ years of experience exceeding company goals by delivering effective GTM strategy, campaigns, and content. Results-oriented and collaborative professional with expertise in SaaS and technology products and solutions focused on providing value to customers, partners, and sales. Versatile Executive Director focused on promoting mission and increasing effectiveness of key programs. Passionate about managing and overseeing implementation of company's daily operations. Quick and firm decision-maker possessing first-rate communication and organizational skills. Recognized for successfully collaborating with management to develop work plans, financials and strategies.
Overview
21
21
years of professional experience
Work History
EXECUTIVE DIRECTOR
Page Youth Center (PYC)
01.2021 - 04.2022
- Served as Board member for three years and became Executive Director in 2021 to restart operations and put PYC on strong financial footing after County-mandated facility closures for most of 2020 due to the pandemic
- Increased revenue by 15-50% per quarter compared to like quarters pre-COVID and operating fund increased by more than 350% year over year
- Built and maintained a strong team of fifteen by hiring and training qualified staff to create positive and productive work environment.
- Worked closely with organizational leadership and board of directors to guide operational strategy.
- Identified and procured SaaS solutions to streamline operations (league management and parental/guardian consent/liability management, accounting, payroll)
- Expanded grant contributions from a strategic partner to fund more indoor facilities so the Center can serve more children.
DIRECTOR OF PRODUCT MARKETING
LogicMonitor
11.2017 - 11.2019
- Managed team that encompassed product marketing, sales enablement, technical marketing, and AR/PR relations to help company expand into Enterprise market and increase gross revenue by 40% over two years
- Orchestrated launches for two new products to expand market share and achieve 80% penetration in target accounts within six months of launch
- Developed global sales presentations and enablement materials, demand generation assets, and product data sheets, overviews and RFP/RFQ content tailored by customer segments.
- Increased analyst engagement to successfully position company in Gartner Magic Quadrant for IT infrastructure monitoring for the first time in the company’s history – a valuable milestone for Enterprise account selling
- Served as Pricing Committee chair and managed pricing updates that increased ARR by 28%
- Partnered with Product Management and Customer Success teams to develop a launch calendar and tiered GTM (go-to-market) framework for new products and features that accelerated time to market
- Hired and mentored a technical marketing engineer and PMMs to support platform software integrations with strategic partners and develop technical feature demos and sales scripts for trade shows.
SENIOR PRODUCT MARKETING MANAGER
Cisco Systems
10.2001 - 01.2016
- Collaborated with product engineering and product management to define positioning and messaging and execute successful launch, public relations and demand generation campaigns in North America and Europe.
- Launched and marketed Cisco SaaS solutions, products and services for IT technologies including Cloud, Data Center Virtualization, Networking, Security and Collaboration
- Created solution messaging and content for vertical industries including Education, Healthcare, and Finance (webinars, white papers, solution overviews, case studies, and use cases)
- Increased Cisco Storage Area Networking (SAN) market share position to #2 globally within 12 months by revenue
- Increased sales by 30% year over year for Networking Services by creating joint marketing campaigns with channel partners in Europe and North America
- Created global services promotion to motivate installed-base to migrate to new-generation Cisco platforms resulting in $5.5M growth in technical services revenue within six months of launch
- Created pipeline of $1M for professional services within five months of launch
- Earned Cisco Achievement Program awards in 8 of 11 years.
Education
Graduate coursework (marketing, product management) -
UC Berkeley Extension
Santa Clara, CASocial Media Ambassador Certificate -
Eloqua
Executive Presentation Training -
Mandel Communications
Press/Analyst Media training -
Market Engage
Bachelor of Arts, Sociology -
St. Olaf College
Northfield, MNSkills
- GTM planning and product launches
- Pricing, product positioning, and messaging
- Content creation
- Partner, alliance and channel marketing
- Social media platforms
- Competitive analysis & market research
- Analyst & press relations
- Product Marketing
- Digital Marketing
- Cross-functional collaboration
- Campaign management
Websites
Acumen
- Software as a Service (SaaS)
- Cloud, virtualization, IT/Network infrastructure, IT and Cloud infrastructure monitoring and observability tools, Enterprise software, Collaboration technologies and platforms (including VoIP)
- Vertical marketing experience: Financial Services/Fintech, Education/Edtech, Healthcare
- Program and task management tools: (Atlassian) Jira, Confluence, Asana, MSFT Teams
- CRM and Marketing attribution: Salesforce, Full Circle Insights
- Tools: SurveyLegend (surveys); Influitive (customer loyalty/advocacy)
- Google suite (drive, docs, sheets, slides, forms, etc), Apple office suite, Microsoft office suite
- Collaboration tools including Slack, Asana, Zoom, Webex and MSFT Teams
- Quickbooks Online
Timeline
EXECUTIVE DIRECTOR
Page Youth Center (PYC)
01.2021 - 04.2022
DIRECTOR OF PRODUCT MARKETING
LogicMonitor
11.2017 - 11.2019
SENIOR PRODUCT MARKETING MANAGER
Cisco Systems
10.2001 - 01.2016
Graduate coursework (marketing, product management) -
UC Berkeley Extension
Social Media Ambassador Certificate -
Eloqua
Executive Presentation Training -
Mandel Communications
Press/Analyst Media training -
Market Engage
Bachelor of Arts, Sociology -
St. Olaf College
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