Sally Duda
Port Orchard,WA
Summary
Experienced marketing automation and marketing operations professional with B2B software startups and enterprise companies.
Overview
15
15
years of professional experience
Work History
Sr. Data Steward
MCG HEALTH
06.2021 - Current
- Administer marketing database and manage integrations for Adobe Marketo Engage and Marketo Measure, supporting marketing automation and lead attribution.
- Audited and optimized Marketo Measure configuration, resolving implementation issues that enabled the marketing team to leverage accurate insights for measuring channel and program performance.
- Redesigned the Lead Lifecycle program to include all business lines (MCG and ODG) and record types (Leads and Contacts). Collaborated with Business Operations, Sales Operations, and Inside Sales teams to align lead management processes with pipeline strategy.
- Led a successful ABM pilot, resulting in two opportunities from a pool of five target accounts. Coordinated cross-functional efforts with marketing operations, content, and sales teams to execute and deliver this initiative.
Marketo Consultant
MARKETING AUTOMATION GIRL
04.2017 - Current
- Freelance marketing automation consultant specializing in Marketo. Clients include Adobe, Revenue Pulse, and independent marketing agencies.
Marketing Operations Manager
THE CONFERENCE BOARD
09.2018 - 05.2021
- Build, deploy and manage marketing campaigns, report on all metrics, administer marketing automation system, as well as train and support a community of 20+ Marketo users.
- Achieved consistent branding in all email communications by developing a modular system of responsive email templates designed to enhance the user experience for both email creators and email recipients.
- Implemented email deliverability best practices which increased average deliverability rates to 98.13% and inbox placement rates to 99.33%.
Marketing Operations Manager
CHANGE HEALTHCARE (MCKESSON HEALTH)
01.2017 - 08.2018
- Led and managed the marketing automation system, Marketo, in support of the overall marketing strategy for multiple software product lines. Analyzed and optimized the performance of programs, campaigns, emails, and landing pages. Managed projects for marketing operations team to balance workload and ensure on time execution of deliverables.
- Reduced email bounce rates by 15% by identifying root causes and implementing processes to quarantine leads with serial bounce activity.
- Managed and participated in the migration of 2 instances of Marketo to Eloqua in less than 90 days.
Marketing Operations Manager
PROSPEROWARE
03.2016 - 12.2016
- Executed all demand generation programs. Managed CRM, marketing automation system and integration between both systems. Maintained corporate website.
- Implemented Marketo marketing automation and integration with Dynamics CRM within 90 days. Created and executed project plan that included integration with corporate website, transitioning gated content, creation of marketing program templates, creation of email templates, management of lead lifecycle and data segmentation.
- Upgraded corporate website to a new WordPress theme within 30 days. Upgrade required moving all content to Elegant Theme’s Divi theme objects.
Director of Marketing Operations
WORKZONE
12.2015 - 03.2016
- Responsible for marketing performance metrics and reporting. Defined strategy for demand generation programs including lead nurture campaigns, administered corporate website, marketing automation tools and CRM, created high impact marketing collateral, managed marketing projects and led marketing team and consultants.
- Designed and executed a marketing campaign targeting college marketing teams which resulted in a threefold increase in webinar registrations from the previous year, 50% attendance rate & 14% conversion rate (MQL/Attendees).
- Created two cornerstone pieces of marketing collateral: Project Management Software Readiness Assessment and WorkZone ROI Calculator to address needs of buyers in consideration and decision phases of buyer journey.
CRM Consultant
POWEROBJECTS
10.2015 - 12.2015
- Provided consulting services in project management, business analysis, configuration, training and support services for Microsoft Dynamics CRM projects.
Sr. Manager Marketing Operations
NEXTDOCS
03.2013 - 09.2015
- Developed, managed and executed operational processes in support of lead generation programs. Reported on marketing metrics to measure success of marketing activities. Administered CRM and led project initiatives to align marketing and sales platforms with business strategy.
- Optimized lead scoring program, which increased MQL to Opportunity conversions by 15%.
- Assumed responsibility for Social Media outreach that led to a 300% increase in reach and engagement on LinkedIn.
- Executed project to migrate from CRM 2011 On Premise to CRM 2013 Online on time and 35% under budget.
- Completed website redesign project in 3 months on WordPress that enabled Marketing to easily manage web content and optimize content for search engines.
Sr. Program Manager
NEXTDOCS
02.2011 - 02.2013
- Translated business requirements into conceptual designs, user stories, and acceptance tests in an agile development environment. Established, maintained and evangelized release plans to ensure stakeholder alignment. Participated in daily standups, sprint planning and sprint retrospective meetings. Administered CRM and lead project initiatives to align CRM with business strategy.
- Initiated and managed a project to improve the quality of customer information by consolidating customer data into one system, Microsoft Dynamics CRM, which led to the adoption of MS Dynamics as the primary platform for Sales, Services and Marketing programs.
- Directed a cross functional team to define and sell services for upgrading customers from SharePoint 2007 to SharePoint 2010.
- Successfully led the release of NextDocs’ first language pack containing double-byte characters for the Japanese Life Sciences market.
Education
BA - Sociology
UNIVERSITY OF SOUTH FLORIDA
Skills
Marketing Automation:
- Marketo Certified Expert
- Marketo Engage
- Eloqua
- HubSpot
- Pardot
Marketing Attribution:
- Marketo Measure
CRM Management:
- Salesforce
- MS Dynamics 365
Marketing Operations:
- Lead Scoring
- Lifecycle
- Email Marketing
- Email Templates
- Landing Pages
- A/B Testing
- Marketing Analytics
Project Management
Website & Development:
- WordPress
- HTML
- CSS
- JavaScript
Microsoft Office:
- Excel, Word, PowerPoint
<Enter your own>
Marketing Operations / Marketing Automation
Timeline
Sr. Data Steward
MCG HEALTH
06.2021 - Current
Marketing Operations Manager
THE CONFERENCE BOARD
09.2018 - 05.2021
Marketo Consultant
MARKETING AUTOMATION GIRL
04.2017 - Current
Marketing Operations Manager
CHANGE HEALTHCARE (MCKESSON HEALTH)
01.2017 - 08.2018
Marketing Operations Manager
PROSPEROWARE
03.2016 - 12.2016
Director of Marketing Operations
WORKZONE
12.2015 - 03.2016
CRM Consultant
POWEROBJECTS
10.2015 - 12.2015
Sr. Manager Marketing Operations
NEXTDOCS
03.2013 - 09.2015
Sr. Program Manager
NEXTDOCS
02.2011 - 02.2013
BA - Sociology
UNIVERSITY OF SOUTH FLORIDA
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