TARRYN MARCUS
Seattle,WA
Summary
High-performing VP of Marketing with 11+ years of experience defining and executing GTM strategies that deliver consistent revenue growth while managing spend through data-driven experimentation across marketing channels. A people-first leader with the strong ability to build highly skilled and motivated teams that deliver peak results and creative solutions. Strong track record of inspiring effective cross-functional collaboration and driving innovative problem-solving.
Overview
12
12
years of professional experience
Work History
VP of Marketing
Hyperproof
08.2020 - Current
- Overhauled demand generation strategy to improve quality of lead generation and diversification of channels increasing pipeline generation from $6.5M in 2021 to $16.5 Million in 2023
- Hit revenue targets for the marketing channel 3 years in a row and grew marketing sourced revenue by 115% YoY
- Took on additional revenue targets midway through 2023 to make up for gaps in other channels and beat expanded revenue goal
- Generated $7 Million in additional influenced pipeline through strategic campaigns and initiatives leveraged by the partner and outbound sales teams.
- Built out robust event strategy contributing $3 million in new pipeline in 2022 and $5 million in 2023
- Developed and executed a brand new ABM strategy that increased average deal size from $25,000 to $37,000 and created $6 Million in new pipeline
- Developed overall marketing strategy to position Hyperproof as best fit solution for mid to large organizations.
- Managed $5 Million annual marketing budget and focused on strategic initiatives that produced high yield while maintaining efficient spend.
- Built and manage a high performing team of 7 including a campaign manager, email marketing specialist, content marketer, digital marketer, graphic designer, product marketer, and market development representative.
- Lead the outbound sales team including one manager and 8 reps focused on generating demand through cold prospecting driven by a targeted account strategy leveraging intent data.
- Planned and executed our first in-person two day customer conference call HyperConnnect with over 250 attendees.
Director of Demand Generation
Hyperproof
08.2020 - 12.2021
- Overhauled demand generation strategy to improve quality of lead generation and diversification of channels increasing pipeline generation from $1M in 2020 to $6.5 Million in 2021
- Rebuilt lead process and demand gen reporting to ensure quality and scalability of reporting on key KPIs and metrics
- Established marketing budget with a focus on acceleration while tracking towards efficiency.
- Grew marketing sourced revenue by 150% YoY and exceeded revenue targets establishing marketing as the top performing channel driving 45% of total revenue for the business
- Generated $2 Million in influenced pipeline through strategic campaigns and initiatives leveraged by the partner and outbound sales teams.
- Refactored paid channel strategy to optimize offers based on buying stage leveraging intent and other data sources to improve conversion rates by 156% YoY.
- Developed overall marketing strategy to position Hyperproof as best fit solution for mid to large organizations.
- Worked with a small but mighty marketing team including myself, a content marketer, and a coordinator to execute on plan
- Boosted website traffic by 215% by creating integrated SEO strategy.
- Identified low-cost opportunities to increase visibility and drive traffic, increasing returning visitor revenue by 112%.
- Built out third-party syndication and brand awareness programs to establish Hyperproof as a thought leader in the market
Director of Demand Generation
Pixvana
01.2018 - 01.2020
- Developed digital roadmap in the first 45 days that outlined priority initiatives and projects with goals, timelines, KPIs and resource requirements
- Overhauled the company website to better align with the target audience and address web optimization issues
- Developed and executed a brand new ABM strategy that increased average deal size by 32% and increase pipeline by 2x
- Managed the complete overall of Salesforce to better align with the target audience and sales motion
- Developed new sales stages, realigned key field tracking, and built out robust reports for better lead to opportunity to close tracking
- Built out the marketing team over two years including hiring a content marketer, marketing coordinator, and web developer
- Continually revamped positioning and messaging to align with new target audiences as the company continued to search for best fit
- Built out robust omnichannel lead generation funnel that included paid (SEM & Paid Social), syndicated content, PR, email, and web which increased lead generation by 55% over 4 months
- Created and executed a robust event strategy including speakership, sponsored sessions, and booth management that drove 3x increase in pipeline
Digital Marketing Manager
TARRYN MARCUS, SHIFTBOARD
01.2017 - 01.2018
- Led complete redesign of the company website to better align with web optimization best practices, user flow, and conversion optimization
- Developed web content strategy to improve SEO rankings and increase organic growth which led to a 3X increase in traffic and a 40% increase in organic lead generation
- Worked in close alignment with Director of Demand generation to develop brand new multi-touch nurture campaign that improved lead to opportunity conversion by 53%
- Developed brand new Paid Social and SEM campaigns that increased MQLs by 25% month over month and drove a 2X increase in pipeline.
Digital Marketing Specialist
PYRAMID ANALYTICS
01.2015 - 01.2017
- Trained in advanced digital marketing technique by the Director of Digital and given increasing responsibility in driving digital efforts
- Managed ongoing A/B testing and SEO initiatives to decrease bounce rate and improve page views, and overall web conversions
- Led social media strategy and execution which drove a 25% increase in website traffic and a 2x increase in FB followers in 4 months
- Developed demand generation engine that delivered 5x increase in MQLs with integrated campaigns including analyst content, content syndication, PPC, account-based marketing, customer evidence, webinar, tradeshow and nurture
- Completed a large-scale website migration to Sitefinity CMS including moving over key pages, 100+ blogs, 130+ support pages.
Marketing Coordinator
PYRAMID ANALYTICS
06.2015 - 12.2015
- Orchestrated the daily operations of the Pyramid Analytics Marketing Team including trade show event coordination, email campaign management, and social media management
- Orchestrated the daily operations of the Pyramid Analytics Marketing Team including trade show event coordination, email campaign management, social media, and website management
- Organized multiple customer engagement events with over 600+ attendees each across the US.
Global Program Specialist
K2
01.2012 - 01.2014
- Executed partner program website updates and partner program training initiatives including the monthly partner program webinars, online training course program, and monthly partner communication emails.
Education
BA - Marketing & Entrepreneurship
University of Washington
06.2014
Skills
- Marketing Strategy Development
- Brand Development
- Demand Generation
- Conversion Rate Optimization
- Leadership and People Development
- Cross-Departmental Alignment
- Customer Segmentation
- Marketing Analytics
Timeline
VP of Marketing
Hyperproof
08.2020 - Current
Director of Demand Generation
Hyperproof
08.2020 - 12.2021
Director of Demand Generation
Pixvana
01.2018 - 01.2020
Digital Marketing Manager
TARRYN MARCUS, SHIFTBOARD
01.2017 - 01.2018
Marketing Coordinator
PYRAMID ANALYTICS
06.2015 - 12.2015
Digital Marketing Specialist
PYRAMID ANALYTICS
01.2015 - 01.2017
Global Program Specialist
K2
01.2012 - 01.2014
BA - Marketing & Entrepreneurship
University of Washington
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