Sharon McTernen
Roanoke,TX
Summary
I am motivated to create high-impact product marketing and brand programs that deliver growth. With over 15 years in the B2B high-tech and software sectors, my expertise stretches across a wide array of promotional tactics and content strategies. I have consistently demonstrated leadership through project managing collaborative teams consisting of business, technical, and creative experts. My marketing approach is based on using research and data to pinpoint customer needs, establish clear messaging and content, and ultimately fuel success.
Overview
21
21
years of professional experience
1
1
Certification
Work History
Head of 5G Core Campaign and Marketing Strategy
Nokia - Cloud Software
Dallas, TX
06.2021 - Current
- Directs global marketing strategy and leads an integrated team for the 5G Core, SaaS and cloud software campaign
- Uses relationship-building skills to negotiate, communicate, and influence marketing priorities throughout the company
- Incorporates audience-centric and account-based marketing (ABM) principles for segmentation
- Develops a multi-channel content strategy as the foundation for consistent yearly digital traffic growth of ~30%
- Establishes clear messaging structure and buyer’s journey for unified communications that resonate with customer base
- Writes and presents original content for audiences that are typically over 1000 readers or viewers per piece
- Produces thought leadership content in partnerships with research and analyst firms
- Creates partner and co-marketing content with hyper scaler partners, operator customers, and industry analysts.
Marketing Strategist and Campaign Manager
Nokia - 5G Mobile Networks
Dallas, TX
12.2014 - 06.2021
- Implemented demand and lead generation programs for 5G, cloud, and IoT that produced >$1B pipeline opportunities
- Project-managed integrated marketing teams from an agency, media relations, analyst relations, digital, social media, MarTech, events, product management, and sales
- Evaluated personas and account segments to develop message maps, content strategy, and buyers’ journeys that drove audience-centric campaigns with an emphasis on Sirius Decisions model
- Used Marketo and Salesforce data to optimize lead and funnel development
- Negotiated budget, timing, and tactics with content contributors to meet goals and KPIs
- Launched an enticing 5G thought leadership campaign that performed as the #1 most visited webpage in the company
- Launched a new 5G brand campaign creative that shortlisted for the 2020 B2B Marketing Award.
Senior Marketing Manager, Enterprise and SMB Segment
Frontier Communications
Allen, TX
09.2012 - 12.2014
- Managed an integrated segment marketing program for direct sales and partner sales channel
- Implemented campaigns for VoIP, Cloud, Ethernet, Wi-Fi, and voice to help grow market share by 5% within 6 months
- Launched a new business brand which contributed to an increase in key product sales
- Owned marketing plan and media spend mix consisting of TV, radio, direct, digital, PR, events, and social media.
Senior Product Marketing Manager
AirWalk Communications | VC- Funded Start-Up
Richardson, TX
12.2006 - 08.2012
- Directed marketing organization at a venture-funded, start-up company for a wireless product line
- Implemented all elements of company messaging, branding and image from inception to support annual company growth of over 25% per year
- Launched partner branded product with Sprint by steering product design requirements, go-to-market plan, industry communications, and channel promotions
- Authored content, business cases, videos, and articles to position the company as a thought leader
- Promoted company and products for industry recognition including Dallas 100 Entrepreneur Award 2008, Tech Titan Finalist 2008 and 2009, and 3G CDMA Achievement Award Winner 2009.
Segment Marketing and Strategy Manager
L-3 Communications Infrared Products | Formerly Raytheon
Dallas, TX
08.2003 - 12.2006
- Positioned and launched high-end technical products by identifying target market niches, creating messaging, and implementing promotional programs for the company and channel
- Interviewed 70 end-users for a voice-of-the-customer study to determine product requirements and optimize ROI
- Researched end users with primary and secondary methods that influenced the development of three new products
- Authored business case and awarded Silver Scribe Award for Most Informative Whitepaper
- Nominated and awarded as top 2% of organization for Excellence in Quality Customer Satisfaction
- Directed agencies and vendors for communications programs which grew segment brand awareness from 5% to 30%.
Education
MBA - Master of Business Administration
Arizona State University
MSIM - Master of Science in Information Management
Arizona State University
BBA - Bachelor of Business Administration, Marketing Major
The University of Texas at Austin
Skills
- Leading product marketing and brand programs in high-tech industries
- Creating concise and impactful marketing messages, content and communications
- Project managing integrated teams and collaborating with business, technical, and creative experts
- Evaluating research and data to identify customer needs and opportunities for growth
Certification
- Sirius Decision certification
- Customer Centric Selling training and certification
Personal Development
- City of Roanoke Art and History Committee Member
- Registered Yoga Teacher 200 hour (RYT)
Timeline
Head of 5G Core Campaign and Marketing Strategy
Nokia - Cloud Software
06.2021 - Current
Marketing Strategist and Campaign Manager
Nokia - 5G Mobile Networks
12.2014 - 06.2021
Senior Marketing Manager, Enterprise and SMB Segment
Frontier Communications
09.2012 - 12.2014
Senior Product Marketing Manager
AirWalk Communications | VC- Funded Start-Up
12.2006 - 08.2012
Segment Marketing and Strategy Manager
L-3 Communications Infrared Products | Formerly Raytheon
08.2003 - 12.2006
MBA - Master of Business Administration
Arizona State University
MSIM - Master of Science in Information Management
Arizona State University
BBA - Bachelor of Business Administration, Marketing Major
The University of Texas at Austin
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