Rachael Buchanan
Holly Springs,NC
Summary
I am a results-oriented problem solver and creative professional with 20+ years of experience leading the macro things such as marketing strategy, new market creation, and branding to the micro activities such as a product launch, integrated campaigns, and PR.
More than just the work itself, what is truly exciting is being part of a dynamic and ambitious team. I thrive in an environment where everyone is motivated, healthy, and hungry for success. Together, we can achieve remarkable things and make a lasting impact.
Overview
24
24
years of professional experience
Work History
VP of Marketing
ClassWallet
Hollywood, FL
11.2021 - 02.2024
- Developed marketing team from the ground up, building to an 8-person team focused on continuous improvement, creating processes, and supporting the growth of the business.
- Work with the CEO to create and align the marketing strategy with business growth objectives leading to double-digit growth in hiring and revenue.
- Worked with the SVP of Sales to create sales enablement initiatives as the sales team grew from 3 to 30 in two years.
- Worked with PR firms to drive internal promotion of company programs, initiatives, guiding principles, and mission.
- Developed a new market playbook and established a cross-functional team to explore new market opportunities including defining the TAM/SAM, product-market fit, message development, potential partners, and pilot program.
- Developed new branding strategies and marketing collateral to foster business development and achieve revenue targets.
- Communicated marketing strategy and campaign performance to verify alignment with company sales objectives.
- Worked on a cross-functional team to create a new RFP team and support the RFP responses resulting an 80% win rate, contributing to over 400 million in revenue.
- Completed and submitted monthly and yearly reports to support executive decision-making.
- Continually maintained and improved thecompany's reputation and positive image in markets served.
- Launched product marketing activities for new product lines and market penetration.
- Coordinated with design and media teams to develop high-quality creative assets.
- Mentored junior team members, fostering a culture of continuous learning and professional growth within the marketing department.
Integrated Campaigns Marketing Manager
PeopleFluent
09.2020 - 11.2021
- Develop and manage the end-to-end build of marketing programs and campaigns by collaborating with product owners, content writers and creative teams on scope of work, project timeline, and resourcing needed for effective execution
- Execute on multi-channel campaign strategy encompassing thought leadership, email campaigns, organic and paid social, paid search and display, and nurture streams with the goal of accelerating lead generation
- Analyze KPIs to improve on and guide the overall marketing strategy, identify lead generation sources, and increase lead conversion
- Drove operational efficiency through data-driven decision-making processes, leveraging analytics tools for informed strategy development.
- Established team priorities, maintained schedules and monitored performance.
- Assist in the execution of customer-facing programs including regional user meetings, customer seminars, surveys and reference programs as scheduled
- Develop compelling marketing assets in conjunction with the content team and add expertise to all forms of external communications including data sheets, brochures, case studies and sales presentations
- Maintain close alignment throughout organization through regular and consistent communications regarding campaigns, lead volume, market insights, and other activities
- Management of all list and campaign data in Salesforce and other marketing automation systems (e.g
- Pardot) as required, including timely and accurate release of inquiry and lead data to sales as generated; along with coordination with sales systems (e.g Apollo)
- Assist with the content updates and administration for PeopleFluent's website, including forms and other product and promotional content in support of lead generation programs.
Legal Assistant
Vavonese Law Firm
01.2019 - 09.2020
- Create marketing strategy to grow the current business including website, blog, and email marketing campaign
- Meet with clients and other professionals to discuss details of cases
- Prepare for trial by performing tasks such as organizing exhibits
- Prepare legal documents, including briefs, pleadings, appeals, wills, contracts, and real estate closing statements.
Product Marketing Manager
Building Clarity/Brady Services
10.2016 - 10.2018
- Work across 2 companies and development teams to create and deliver a product roadmap using the voice of the customer and industry experience
- Manage the project and product development team to ensure the schedule, scope, goals, and expectations of each company were met
- Support Strategic sales efforts, marketing efforts and client scoping meetings
- Establish and execute a project communication plan with all key stakeholders
- Identify the need for initial or supplemental project resources
- Monitor or track project milestones and deliverables
- Schedule and facilitate daily meetings related to development schedules and milestones.
- Coordinated cross-functional teams and resolved conflicts, maintaining a positive work environment throughout the project lifecycle.
Marketing Manager
SchoolDude
06.2008 - 10.2013
- Provided strategic leadership in the development and ongoing implementation of concepts, messaging, design and schedules for integrated product marketing programs (email and nurture, presentations, webinars, white papers, eBooks, client success stories, direct mail, events/conferences, collateral, articles, ads)
- Collaborated regularly with VP of Sales team to develop market-specific programs as well as sales motivations in support of program goals
- Developed marketing-specific programs to build brand awareness, generate leads and qualify sales opportunities
- Collaborated with senior management and development teams to address product enhancements, changes and go to market strategies needed for both New Client Acquisition and Upsell opportunities
- Served as marketing team lead on cross-organization Operations Business Unit for product line strategies
- Served as marketing team lead on cross-organization launch of SchoolDude's new service offerings, including go to market strategies, messaging, collateral, web copy, partner relationships and program creation
- Grew market 20%+ year over year in both revenue and new client acquisition
- Managed product webcasts for lead-generation, including developing and delivering live presentations, speaker coordination, research, client interviews, and promotional messaging
- Managed relationships with national associations in the market, speaking and coordination efforts at a national level.
Partner Manager
SchoolDude
07.2006 - 12.2007
- Managed multiple partnerships to increase and solidify brand in the Higher Education market space
- Conducted sales training for both internal teams and partner teams to increase sales
- Designed and executed marketing plans for all strategic partnerships
- Executed partner programs designed specifically to generate target levels of new business opportunities and enhance the ability to grow business among existing customers
- Worked with the Product Management team to drive partner integration and messaging through product collateral, press releases, website and other copy
- Supported joint marketing efforts through publicizing relevant whitepapers, webinars, trade shows, industry events and blog posts.
Degree Completion Program Manager
Summit Christian College
03.2005 - 07.2006
- Build and manage team to create marketing activities to generate interest in new degree completion program
- Recruit and manage all adjunct faculty
- Manage relationships with local business to promote and market program
- Prospecting and cultivate relationships with local radio and other media to secure marketing contracts
- Recruit students for a new program in a new market.
Account Manager II
SAS
04.2001 - 03.2005
- Coordinated activities of a presales team and post sales consultants to execute account plan geared towards revenue generation and customer satisfaction goals encompassing over 250 accounts
- Built and manage territory within seven states
- Developed a strategic plan yearly for achieving success within territory
- Managed relationships with current clients for customer satisfaction and upsell opportunities.
Office Administrator II
SAS
01.2000 - 03.2001
- Provided administrative support for training personnel in the Sales Training and Tools Department
- Acted as liaison to SAS Sales Training organization to external training providers
- Operate office machines, such as photocopiers and scanners, facsimile machines, voice mail systems, and personal computers
- Maintain and update filing, inventory, mailing, and database systems, either manually or using a computer
- Compile, copy, sort, and file records of office activities, business transactions, and other activities
- Compute, record, and proofread data and other information, such as records or reports.
Education
Bachelor of Arts, Criminal Justice -
EAST TENNESSEE STATE UNIVERSITY
Johnson City, TN12.1997
Skills
- Marketing Strategy
- Problem Solving
- Brand positioning
- Communication
- Team Building
- Presentations
- Public Speaking
- Relationship Management
- Creative Thinking
- Process Creation
References
References available upon request
Timeline
VP of Marketing
ClassWallet
11.2021 - 02.2024
Integrated Campaigns Marketing Manager
PeopleFluent
09.2020 - 11.2021
Legal Assistant
Vavonese Law Firm
01.2019 - 09.2020
Product Marketing Manager
Building Clarity/Brady Services
10.2016 - 10.2018
Marketing Manager
SchoolDude
06.2008 - 10.2013
Partner Manager
SchoolDude
07.2006 - 12.2007
Degree Completion Program Manager
Summit Christian College
03.2005 - 07.2006
Account Manager II
SAS
04.2001 - 03.2005
Office Administrator II
SAS
01.2000 - 03.2001
Bachelor of Arts, Criminal Justice -
EAST TENNESSEE STATE UNIVERSITY