Ritu Singh
San Ramon,CA
Summary
I am an accomplished Marketing and Sales Operations professional with a robust background in optimizing end-to-end lead management between Marketing and Sales. My expertise encompasses managing lead-to-opportunity processes, workflows, and systems, as well as enhancing data health and implementing tools for improved marketing operations and sales enablement. I have effectively collaborated with senior leadership to define and execute marketing strategies, leading initiatives in Marketing Automation and Salesforce implementation. With strong project management skills (PMI certified) and proficiency in HubSpot, Google Analytics, ZoomInfo, and Salesforce, I am well-prepared to drive operational success in the Senior Marketing and Sales Operations role.
Overview
22
22
years of professional experience
Work History
Marketing Operations Leader
PwC
03.2019 - Current
- Collaborated to launch over 50 targeted outreach campaigns across portfolio of products in FY24, resulting in an increase in qualified leads by 125%
- Boosted lead-to-opportunity conversion by 15% by redefining MQLs to 'hand-raiser' leads and inquiries (that meet the MQL score threshold) into Marketing prioritized leads
- This led to a 145% increase in Sales Accepted Leads (SALs) and a stronger sales pipeline
- Improved database health, achieving a data accuracy rate of 95% through rigorous hygiene practices, data normalization, and optimization strategies using ZoomInfo enrichment
- Integrated ZoomInfo for Sales to provide a comprehensive view of targets and customers, resulting in a 125% increase in lead generation
- Partnered with Sales to integrate Salesloft with Salesforce which increased SAL to SQL (Target opportunity) conversion to over 15%
- Trained 30 inside sales personnel on new processes and tools, reducing onboarding time by 20%
- Drove alignment on joint metrics between marketing and sales, leading to a 15% improvement in operational support effectiveness
- Built and managed a comprehensive MarTech and SalesTech stack (Eloqua, Salesforce, Google Analytics, Unbounce, ZoomInfo, Salesloft), creating a lead management framework from the ground up
- Instituted best practices and processes for lead flow from web forms and landing pages to CRM, ensuring seamless lead handover to sales and closed-loop feedback for ongoing improvement
- Created a demand metrics model and developed reports and dashboards to analyze marketing performance, driving optimization of demand programs
- Oversaw a $20M demand generation and technology budget, focusing on maximizing ROI through strategic investment and analysis
Director of Marketing Operations & Sales Ops Leader
Verto
05.2016 - 02.2019
- Built demand generation team and marketing operations from scratch, generating over 80% of marketing-led opportunities while managing a $1M budget and consistently exceeding MQL targets
- Identified and implemented key optimization strategies for the website, improving lead flow by 20% through the landing pages and web forms conversions
- Managed over 20 regional marketing events and webinars, generating a 50% increase in sales leads
- Resulting outcomes were through successful events and webinars effectively marketed and aligned with sales goals each quarter including seeking speaking opportunities and representing client case studies at the events and webinars
- Increased automation performance metrics by 25% through successful implementation of HubSpot and Salesforce marketing programs
- Drove alignment on joint metrics between marketing and sales, leading to a 30% improvement in operational support effectiveness
- Implemented targeted strategies for all stages of the funnel, increasing volume and qualified leads for mid-market accounts while enhancing website demo sign-ups and conversions through optimized online forms and nurturing email campaigns
- Established best practices to optimize funnel velocity and conversion rates across all stages—from Leads to MQLs, SQLs, Opportunities, and Closed/Won—utilizing content marketing, events, and digital advertising
- Developed and implemented effective lead follow-up and outbound prospecting processes for Sales Development Representatives (SDRs), ensuring a streamlined approach to prospect engagement
- Enhanced email, landing page, and call-to-action performance through A/B testing and strategic content offers, driving higher engagement and conversion rates
- Ensured optimal functionality of HubSpot and Salesforce for campaign management, lead scoring, data management, and seamless lead handoffs, enhancing overall marketing efficiency
- Established closed-loop predictive analytics to assess the impact of demand generation on lead conversion, continuously refining strategies based on performance against established goals and KPIs
Senior Marketing Manager, Demand Generation
Support.com
07.2014 - 04.2016
- Surpassed MQL goals by 20% each quarter through events, digital ads, and email marketing, overseeing a $500K event budget
- Developed and executed multi-channel demand generation programs to drive quality leads and sales pipeline for Support.com Cloud software
- Generated MQLs through inbound, outbound, and event initiatives (tradeshows and webinars) using Marketo
- Forecasted, analyzed, and reported on the impact of demand creation activities on sales pipeline, revenue, and sales cycle duration
- Optimized channel and campaign performance, making data-driven decisions on budget allocation while managing a $500K event budget
Marketing Manager
eCIFM Solutions Inc.
10.2012 - 06.2014
- Established marketing operations that secured 11 new Fortune 500 clients within one year
- Marketed IBM TRIRIGA products through integrated multi-channel campaigns, including online, print, and social media
- Managed and optimized the corporate website and blog using WordPress and HubSpot
Marketing Manager
Active Conversion
04.2010 - 09.2012
- Led integrated marketing efforts, encompassing email marketing, content creation, SEO/SEM, webinars, social media, and advertising campaigns
- Nurtured and managed leads using HubSpot, enhancing engagement and conversion rates
Marketing Manager/Web Developer
Wal-Mart.com
06.2002 - 04.2007
- Provided strategic marketing direction through cross-channel campaigns, including web design and development, email newsletters, and lead generation initiatives
Education
Project Management -
University of Calgary
Certified Online Marketing Professional -
Mount Royal University
MBA -
Haskayne Business School
01.2009
Skills
- Website optimization & conversion
- Lead Management
- Marketing Program Management & Marketing Automation
- Data Management & Optimization
- Performance Measurement & Reporting
- Technology implementation & Integration
- Marketing Operations Management
- Data Analysis
- Sales Enablement
- Project Management
Timeline
Marketing Operations Leader
PwC
03.2019 - Current
Director of Marketing Operations & Sales Ops Leader
Verto
05.2016 - 02.2019
Senior Marketing Manager, Demand Generation
Support.com
07.2014 - 04.2016
Marketing Manager
eCIFM Solutions Inc.
10.2012 - 06.2014
Marketing Manager
Active Conversion
04.2010 - 09.2012
Marketing Manager/Web Developer
Wal-Mart.com
06.2002 - 04.2007
Certified Online Marketing Professional -
Mount Royal University
MBA -
Haskayne Business School
Project Management -
University of Calgary
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