SARAH-BETH BETHUNE
Brand Building, Demand Gen. & Events
Ringgold,GA
Summary
Accomplished marketing professional with a focus on driving revenue growth through strategic digital campaigns, events, and brand development. Proficient in managing cross-functional teams and utilizing data analytics and CRM tools.
Overview
9
9
years of professional experience
Work History
Head of Digital Campaigns & Events
Retrain.ai
10.2021 - Current
- Retrain.ai; New York City (Remote)
- Contributed over $9mill ARR to pipeline in 2023 as a result of demand generation and live event campaigns
- 32% average attendance rate on virtual events
- HR Tech 2022, largest industry conference, attained 200% over target for MQL’s
- Architected company’s first self-hosted conference, the Responsible HR Forum (RHR Forum)
- Converted Fortune 500 companies into opportunities from Responsible HR Forum
- 100% contribution to closed-won opportunities for 2023
- Hired and managed a team of contractors to accomplish goals and objectives as needed
- Planned and executed web, SEO, database marketing and social media advertising campaigns resulting in 144 opportunities in 2023
- Worked closely with the VP of Marketing to re-brand the company and launch new company website
- Cross team collaboration in order to create copy, visuals, assets, downloadables, websites, and more in order to drive results
- Owned all aspects of budget management
Salesforce and Pardot admin, built new company-wide processes and reporting - Lead implementer on Segment (Twillio) to streamline marketing performance visibility
Digital Marketing Manager
11.2021 - 09.2022
- Retrain.ai; New York City (Remote)
- Created and implemented the company’s digital campaign strategy
- Worked closely with the VP of Marketing to rebrand the company for better market fit
- Made adjustments to accelerate ROI-forward campaigns based on company need
- Managed a team of contractors
- Architected and implemented the inbound marketing system
- Worked within Pardot to build templates, emails
- Salesforce reporting
Marketing Lead Manager
McorpCX
San Francisco, CA
09.2020 - 10.2021
- Remote)
- Developed digital marketing strategies and campaigns
- Worked closely with sales to align efforts and drive revenue
- Created and implemented the company’s first holistic email marketing strategy
- Social media, content, and content distribution management
- SEO / SEM
- CRM Administrator (HubSpot)
- Created the company’s first holistic, integrated marketing approach by re-imagining solution clusters to better reach target audiences
- Created strategy for the company’s first outbound marketing approach
- New website with proper forms & CTA strategies
- Direct execution of promotional strategy
- Worked directly and indirectly with the sales team, solutions teams, and their clients to identify areas of opportunity in the customer journey
Senior Director of Marketing
Transcard
Chattanooga, TN.
10.2019 - 08.2020
- Worked closely with the VP of Marketing to build and structure the Marketing Department
- Worked closely with Sales to align efforts and drive revenue
- Use data and analytics to measure and improve demand generation efforts
- Created and implemented the company’s first branding guidelines
- Responsible managing creation of content (written and visual) for all outlets (internal and external)
- Develop and maintain sales materials and collateral
- Direct execution of promotional strategy
- Develop and schedule print, digital, e-mail and social campaigns
- Maximize trade association memberships by strategizing and executing market inclusion
- Manage paid search and ads, Search Engine Optimization, and Social Media
- Manage multiple websites, producing content and maintaining product accuracy and relevancy
- Administration Customer Relationship Management software and provide training and on-boarding for new employees
- Script, film, direct and create product knowledge videos and sales collateral
- Identify talent and employ team of contractors as needed
- Generate and distribute press releases and ad content
- Community Relations
- Responsible for planning and execution of all internal and external facing events
- Worked directly with internal teams, partners, and clients, to identify areas of opportunity and create solutions
Director of Marketing
T. J. Snow Company
Chattanooga, TN.
06.2018 - 10.2019
- Worked closely with sales to align efforts to drive revenue
- Worked closely with Executive Leadership to create new avenues of revenue for the company
- Oversee events strategy and execution
- Oversee and implement CRM software across multiple uses departments
- Work with cross functional teams to address customer needs
- Identify talent and employ a team of contractors as needed
- Collaborate with sales team to drive growth within existing customer markets
- Created template & scale for cost benefit analysis within new solution offerings
- Lead the build and go to market strategy for the company’s first e-commerce website
Marketing Manager
T. J. Snow Company
Chattanooga, TN.
04.2017 - 06.2018
- Develop and maintain sales materials and collateral
- Direct trade show preparation and execution of promotional strategy
- Se data and analytics to measure and improve demand generation efforts
- Develop and schedule print, digital and social ads
- Maximize trade association memberships by strategizing and executing market inclusion
- Manage Google AdWords, Search Engine Optimization / Management, and Social Media
- Manage regional seminar promotional calendar and execute geo-targeting of clients
- Manage multiple websites, producing content and maintaining product accuracy and relevancy
- Administration Customer Relationship Management software and provide training and on-boarding for new employees
- Maintain existing website
- Script, film, direct and create product knowledge videos and sales collateral
- Generate and distribute press releases and ad content
- Community Relations
- Build a rapport with new and existing contacts by creating and offering educational materials
Advance Marketing Associate
Disney Vacation Club - The Walt Disney Company
Orlando, FL.
03.2016 - 04.2017
- Outside point of contact responsible for lead generation and building value surrounding Disney
- Vacation Club Membership
- Advocating customized solutions to overcome customers objections
- Balancing personal, commissionable sales objectives while protecting the Disney brand’s extraordinary customer service reputation
- Assist in training new classes in the areas of overcoming guest objections, company policies, and best practices
- Work closely with leadership regarding new possibilities for both short-term and long-term solutions for team communication moving forward
- FY 2017: 1st
- Quarter Team Revenue Leader (118% to goal)
Assistant Director
Miller Industries, Inc
Ooltewah, TN.
05.2014 - 03.2016
- Began as an intern and moved to a permanent position upon graduation
- Worked closely with trade publications to organize, create and execute digital and print media campaigns
- Created all literature, calendars, online and print creations, and marketing material via
- PhotoShop, InDesign, DreamWeaver, etc
- Lead all aspects of creation for commercials and distributor development
- (Photography, editing, and ad creation, directing, hosting, filming, voice-overs, video edits.)
- Organized and executed company presence at trade shows, industry events, and company generated product education seminars
- Created and executed the company’s first all line-of-business encompassing marketing strategy
- Worked closely with the V.P
- Of Marketing and Director of Business Solutions to create new company website and make necessary modifications and updates to various technology platforms
- Responsible for annual company marketing collateral
- (Selection, budget, revenue generation, etc.)
- Responsible for contractually maintaining tangible and intellectual rights of properties and patents
- Tracked all sales and maintained all incentive programs and hosted all distributor retreats (domestic and foreign affairs.)
- Researched and implemented new technology to help make streamline communication processes, as well as social media processes, more fluid moving forward.
Education
B.S - Business Administration, Business Administration, Marketing
University of Tennessee
Skills
Demand Generation
Timeline
Digital Marketing Manager
11.2021 - 09.2022
Head of Digital Campaigns & Events
Retrain.ai
10.2021 - Current
Marketing Lead Manager
McorpCX
09.2020 - 10.2021
Senior Director of Marketing
Transcard
10.2019 - 08.2020
Director of Marketing
T. J. Snow Company
06.2018 - 10.2019
Marketing Manager
T. J. Snow Company
04.2017 - 06.2018
Advance Marketing Associate
Disney Vacation Club - The Walt Disney Company
03.2016 - 04.2017
Assistant Director
Miller Industries, Inc
05.2014 - 03.2016
B.S - Business Administration, Business Administration, Marketing
University of Tennessee
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