Molly Kempel
Boston,MA
Summary
Pragmatic professional with solid experience in leadership roles. Adept at implementing strategic business plans, driving growth and improving operations. Skilled in financial management and stakeholder relations. Collaborative and dedicated to building and leading talented and motivated individuals.
Overview
12
12
years of professional experience
Work History
Chief Growth Officer (3 Month Contract)
FastFood
11.2023 - Current
- Brought in on a contract basis to develop retail and DTC market strategy for a line of endurance gummies and gels
- Project included market analysis, brand positioning, voice and brand identity including logo, tagline and branded elements
- Built partnership strategy including key retail and third party sellers (nutritionists and trainers), online influencer strategy and contracts and in house (selling via gyms and wellness centers) strategy
- Developed future projections and P&L to inform budget and GTM tactics
Created strategic narrative, sales decks and training decks - Outlined market potential for future development of an AI powered app to connect athletes with the most advanced nutrition recommendations
- Analyzed ad and audience trends to outline paid ad and content strategy for 2024
VP, Growth
M-Files
03.2021 - 11.2023
- Brought to market 4 new verticals in Professional Services including market research to inform solution development, messaging, targeting and customer acquisition
- Lead strategy through two company acquisitions including GTM strategy for new products and team integration strategy
- Delivered 84% YoY growth of marketing driven pipeline from 2021 to 2022
- Reached 100% of annual target by the end of Q3
- Grew MQL attainment by 15% and improved conversion rates for MQL- S1 (from 45% to 70%) and S1 to S2 (13% to 29%). More, better qualified leads to sales
- Developed paid ad strategy to 4x visitors to the website and 3x conversion rates across multiple channels, delivering an average of 5x ROAS
- Delivered 33% growth YoY in subscription revenue with a 60% increase in ADS
- Manage a global team of 27 and an annual budget of $5m+ across paid, digital, field and BDR activities
- Led company through re- positioning and strategic GTM shift resulting in 75% growth in our target verticals over 1 year
- Led and implemented SEO strategy including technical updates and content strategy
Director, B2B Marketing
Penn Foster
09.2020 - 03.2021
- Responsible for driving growth of new B2B business sector for large enterprise prospects to HR/ P&C depts
- Oversaw all aspects of growth across key B2B target verticals including branding, content creation & distribution, paid, earned and owned media, PR & communications
- Informed website redesign to optimize for conversions, the buyer journey, competitive positioning and ease of use
- Refined tech stack across Hubspot, Google Analytics and Salesforce to establish reporting, improve lead routing and improve visibility across the entire organization
- Established B2B paid ads strategy across search, display and paid social leading to a 4x ROAS in initial tests
- Developed digital marketing strategy across multiple platforms
- Department eliminated 5 months after hire, at which point I was brought to M-Files by a former Penn Foster sales executive
Director, Lead Generation
Shamaym
03.2020 - 09.2020
- First US marketing hire- brought on to build GTM strategy for US market including inbound marketing and outbound business development plan for SMB & enterprise companies, HR/ Development depts
- Built and implemented paid ad strategy including competitive keyword research, bidding strategy and social growth strategy
- Grew social followers by 1,500 in 2 months
- Tripled website traffic in 3 months
- Conducted market and buyer research to establish competitive positioning and ideal channel mix for GTM
- Implemented full martech stack, lead routing and reporting structure including Hubspot, Salesforce & Google Analytics
- Developed BDR and sales training process, ideal BDR hiring profile and onboarding process
Sr Director, Marketing
Humanyze
04.2017 - 11.2019
- First marketing hire, brought on with first sales hire to develop high growth GTM strategy for analytics platform; selling to HR & organizational health depts
- Grew 6 month rolling pipeline by 150%+ in less than one year
Designed and ran testing of multiple GTM messages and strategy across key verticals - Used this to redesign website, improving web-lead conversion ratio by 50% three months after implementation
- Built partner- led growth strategy resulting in $2 million in pipeline within the first year
- Responsible for reporting results and ROI on all marketing initiatives to executives and Board of Directors
- Managed PR opportunities for company and CEO, establishing guest writing spots in HBR, the Economist, Forbes, and speaking slots at Davos
- Developed the global growth team (UK/ EMEA, Japan, North America) including strategy, reporting, team hiring, training and development; team included marketing and BDR team
Director of Business Development
K-Logix
05.2015 - 04.2017
- Responsible for business growth through strategic partnerships and outbound activities for a cybersecurity VAR
- Met with customers and prospects to identify cybersecurity needs and develop plans for implementation of services & technologies
- Managed strategic growth relationships with all infosec vendor companies, developing joint campaigns and growth initiatives such as online events/ webinars, social media campaigns, joint outbound call campaigns and direct/ in person sales
- Managed inside sales and BDR teams to quota, drove average of 70% of revenue pipeline, with team routinely hitting 100% of quota
- Responsible for monthly and quarterly reporting to customers, partners and internal executives
Regional Sales & Marketing Manager
Ergopedia
05.2013 - 04.2015
- First sales and marketing hire, hired to implement growth strategy for educational curriculum
- Hit annual sales targets in seven months
- Took over managing strategy and execution for all marketing initiatives
- Developed social media profiles, redesigned website, created content & developed distribution strategy, ran & appeared at industry trade shows, and implemented email marketing campaigns
- Brought in martech stack including implementing Salesforce by myself from scratch
- Grew marketing team from one to three and established strategic growth plans based on regional needs and nuances in educational buying cycles
Sales & Marketing Manager, Lead Coach
Vo2Max Fitness
09.2011 - 10.2013
- Took over sales and marketing for the boutique fitness studio where I was working full time as a trainer
- Established sales process and training for CPTs
- Built website from scratch
- Built and implemented email marketing, social media sites and groups, and online advertising
- Drove customer retention by establishing new "challenges", groups and courses; improved customer retention by 15% over 6 month period
- Learned-by-doing to establish paid ad program including Google ads and paid social, designed to drive new customer business
Education
MBA - Marketing Management And Research
Endicott College
Beverly, MAMaster of Science - Functional Nutrition
Maryland University of Integrated Health
Laurel, MDSkills
- GTM strategy development
- Partnership strategy & business development
- Public speaking
- Global team building and management
- Paid ad strategy / implementation
- Analytics & reporting
- Full martech stack- Hubspot, Salesforce, GA, 6sense, Uberflip, Drift and more
- Organizational Change Management
- Customer Acquisition
- Email Marketing
Professional Highlights
- Led global teams of up to 30 across multiple functions including business development, product marketing, field, partnerships and digital functions
- Managed budgets of $5m+
- Delivered 84% YoY growth in marketing driven pipeline globally and 50% in North America, our top growth market
- First in company to receive 100% positive review on 360
- Reviews done by my team, peers and managers
- Highly skilled in team development and effective and motivational leadership
- Demand gen marketer via business development, meaning I can build bridges & know which levers to pull to get everyone pointing in the right direction; company growth
Timeline
Chief Growth Officer (3 Month Contract)
FastFood
11.2023 - Current
VP, Growth
M-Files
03.2021 - 11.2023
Director, B2B Marketing
Penn Foster
09.2020 - 03.2021
Director, Lead Generation
Shamaym
03.2020 - 09.2020
Sr Director, Marketing
Humanyze
04.2017 - 11.2019
Director of Business Development
K-Logix
05.2015 - 04.2017
Regional Sales & Marketing Manager
Ergopedia
05.2013 - 04.2015
Sales & Marketing Manager, Lead Coach
Vo2Max Fitness
09.2011 - 10.2013
MBA - Marketing Management And Research
Endicott College
Master of Science - Functional Nutrition
Maryland University of Integrated Health
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