Callum Smith
Dallas,
Summary
Experienced Inbound Marketing Specialist with 6+ years of collaborating cross-functionally with Sales & Product, increasing MQLs and capture top of funnel demand through a variety of channels.
Overview
5
5
years of professional experience
Work History
Channel Marketing Manager
Datto
12.2021 - 01.2024
- Built and executed an ABM Program of 500 Accounts with Sales to target, engage and increase win rates by 44%
- Managed Paid Search budget of 60K a month on Google and Bing Platforms to increase visibility in our Industry/TOF searches making sure every search term was accounted for.
- Connected conversion actions in Google through Hubspot & Salesforce to trigger down the pipeline from MQL to SQL to Deal Closed Won so that the Algorithm would learn to favor premium auctions that lead to closed wons based on weighted value.
Digital Marketing Specialist
Fynn Credit
11.2020 - 12.2021
- Empowered the Sales team through Hubspot templates and sequences and automated processes by identifying gaps in the initial Lifecycle Stage.
- Generated more qualified leads through updating forms, and setting up multiple pipelines to A/B test value props to specified titles and accounts.
- Leveraged systems and processes to facilitate a RevOps strategy and unify leads through a buyer-focused approach to facilitate more demo's.
Lead Research Representative
Hownd
04.2019 - 03.2020
- Researched New Markets to tap into through Dun&Bradstreet and led cold outbound campaigns.
- Built and led revenue forecasts to identify gaps in our funnel.
- Implemented market research projects from start to finish with focus groups, surveys, and insiders club.
Education
Bachelor of Science - Business Marketing & Communications
W. P. Carey School of Business, Arizona State
Tempe, AZ06.2018
Skills
- Campaign Budget Management
- SEM - Google Ads/Bing Ads
- Landing Page Optimization
- Workflow Automation & Integrations
- Paid Social - Meta/LinkedIn
- Content Creation & Promotion
- Hubspot, Salesforce Cloud, Marketo, Pardot
- Javascript, Google Tag Manager, HTML, CSS & AMP
- Email Design - Sequences & Workflows
Accomplishments
- Performed site migration from WordPress to HubSpot to unify the info architecture and continuously edit to increase landing page conversion rates.
- Optimized Paid Search Campaigns, resulting in a 30% increase in click-through rates, 20% reduction in cost, and increased MQL's from 10 a month to 77.
- Created email templates for nurture sequences to make an effective email strategy that helped improve unsubscribe rates and improved deal velocity.
- Worked with Gartner Digital Markets to improve visibility in our categories and adjust bidding and pacing for the listing to last the month as well as increased customer reviews.
- Developed framework for brand copywriting to keep ourselves consistent in messaging and value propositions that helped with conversions for competitive campaigns.
Timeline
Channel Marketing Manager
Datto
12.2021 - 01.2024
Digital Marketing Specialist
Fynn Credit
11.2020 - 12.2021
Lead Research Representative
Hownd
04.2019 - 03.2020
Bachelor of Science - Business Marketing & Communications
W. P. Carey School of Business, Arizona State
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