Tracy O'Sullivan
Palm Beach Gardens,FL
Summary
Seasoned professional with 24 years of experience in sales and marketing operations, developing and executing marketing strategies, business intelligence reporting, account and conversion funnel management, CRM efficiencies and business process optimization. Expert in developing scalable and repeatable processes and optimizing revenue potential through sales and marketing data-driven strategies.
Overview
21
21
years of professional experience
Work History
Revenue Operations Lead
Goodway Group
07.2020 - 12.2024
- Developed and implemented scalable processes to enhance accountability and efficiency including lead scoring, Salesforce lead queues, inbound lead routing, Salesforce campaigns, event management and ROI process, customer journey mapping, BDS/AE role creation and management of Team
- Optimized revenue potential through data-led strategies including identification of customer funnel KPIs, ICP identification, ABM strategic roadmap analysis, account tenure and profit analysis
- Delivered business intelligence reports, analyzing trends, opportunities, and risks for weekly, monthly and annual review across multiple lines of business including forecasting / pipeline reporting, account management and goal attainment, full-funnel KPI attainment
- Collaborated with internal teams as a strategic partner to identify, onboard, create and manage seamless workflows amongst tools including Salesforce, Pardot, Cirrus Insights, ZoomInfo, Scratchpad, AskNicely, and Monday.com
Principal Client Account Manager
Goodway Group
07.2015 - 07.2020
- Developed pre-sales strategies for programmatic digital media that aligned with client marketing goals and ROI expectations
- Ensured cohesive campaign setups through effective cross-functional collaboration to reflect client objectives
- Monitored campaign performance, identifying trends and communicated actionable insights to team members and clients
- Analyzed and revised campaign reporting deliverables to provide recommendations that enhanced performance and client satisfaction
Director of Marketing Operations
Full Sail University
09.2003 - 07.2015
- Managed marketing department's budget, optimized allocation process, and ensured timely vendor payments
- Developed strategic marketing plans to enhance conversion rates, supported by analytical research and market segmentation
- Created Keynote presentations, print collateral, email campaigns, and web content to support marketing initiatives
- Established communication strategies integrating phone, email, SMS, and social media for different divisions
- Supervised Salesforce CRM integration, contributed to business process development, and improved data capture and reporting capabilities
Education
Master of Science - Internet Marketing
Full Sail University
Winter Park, FL01.2010
Bachelor of Arts - History / Secondary Education
Marist College
Poughkeepsie, NY01.2000
Timeline
Revenue Operations Lead
Goodway Group
07.2020 - 12.2024
Principal Client Account Manager
Goodway Group
07.2015 - 07.2020
Director of Marketing Operations
Full Sail University
09.2003 - 07.2015
Bachelor of Arts - History / Secondary Education
Marist College
Master of Science - Internet Marketing
Full Sail University
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