Summary
Overview
Work History
Education
Skills
Websites
Hobbies and Interests
Certification
Timeline
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Beth Kszan

Beth Kszan

Halifax,NS

Summary

20+ years of global experience in marketing and product marketing in fast growing technology companies. Proven ability to overcome obstacles and achieve results through: building scalable product marketing and marketing organizations, hiring and managing top level talent, identifying new business opportunities and markets, and increasing routes to market. A strategic thinker with a clear sense of purpose and emphasis in winning through action.

Overview

15
15
years of professional experience
1
1
Certification

Work History

Fractional CMO

OpenDrives
Remote, Media & Entertainment
01.2024 - 07.2024
  • Developed and executed on a robust marketing strategy that delivered $1.8M in marketing qualifies pipeline
  • Build out the inbound marketing channel from the ground up
  • Established a data-driven approach by putting systems and tools in place
  • Established a SEO centric content strategy

SVP of Product Marketing & Market Development

Backlight
Remote, Media & Entertainment
01.2023 - 12.2023
  • Helped lead the integration and transformation of five individual companies (Gem/Celtx, ftrack, iconik, Zype, and WildMoka) into the Backlight brand
  • Developed and implemented strategies for expanding the organization's market reach
  • Led the establishment of the product marketing discipline and processes including building collateral, sales training, go-to-market (GTM) release strategies, and core messaging
  • Led the product led growth (PLG) roadmap for two of B2B products (ftrack and iconik)
  • Managed a global team (United Kingdom, Sweden, France, Canada, USA) fostering trust, collaboration, and alignment

VP of Global Marketing

Backlight—ftrack & iconik
Remote, Media & Entertainment
05.2022 - 12.2022
  • Led a global team of Marketers, Creatives, and Sales Development Representatives to build and manage growth marketing efforts (inbound & outbound), creating a united sales and marketing front
  • Implemented unified marketing processes, practices, and operations across the two companies
  • Developed strategic growth plans to align business objectives with the company's long-term goals
  • Implemented marketing automation and built out the marketing funnel
  • Expanded reach by building up inbound efforts (built out PPC, SEO, social, partner marketing and trade show efforts)—3x lead flow and opportunities
  • Implemented dashboards and metrics to monitor performance
  • Increased conversion through constant optimization of highly trafficked pages
  • Introduced new pricing and packaging to increase ARR

VP of Marketing

MediaValet
Remote, Creative
03.2020 - 05.2022
  • Brought together a team of Marketers, Creatives, Product Marketers, and Sales Development Representatives to deliver exponential growth through an expanded and aligned growth strategy
  • Delivered 45%+ YoY growth
  • Developed aligned messaging and told the MediaValet story through relatable customer-centric tactics
  • Built enhanced product-facing messaging and all supporting collaterial and sales enablement
  • Implemented strategic planning, aligned processes, and improved efficiency
  • Launched MediaValet on the TSX
  • Built new website to support expanding SEO strategy
  • Led a young remote team through COVID

VP of Growth Marketing and Product

Swept
Halifax, Services
01.2019 - 05.2020
  • Led a team of Marketers, UX Designers, and Product Managers
  • Built the marketing strategy and scaled the team to align to it
  • Developed and managed a product roadmap to meet customers and prospects needs and open up total addressable market
  • Built up inbound efforts through expanded social, PPC, and SEO tactics

Director of Product Marketing

Clio
Vancouver, Legal
02.2017 - 01.2019
  • Led, grew, and championed the PMM organization
  • Defined GTM activities, including price, place, and promotion
  • Led a wide array of strategic initiatives to gain market share and increase profits - acquisitions, pricing plan migrations, and GTM launches
  • Built all core messaging and collateral to enable a large (75+) team of Sales and Customer support agents
  • Led competitive intelligence initiatives
  • Successfully led the initiative that migrated 60% of customers off of a legacy pricing model to current pricing and drove over $1M in ARR

Director of Strategic Marketing

Clio
Vancouver, Legal
05.2015 - 02.2017
  • Defined and drove marketing strategy, set growth targets, optimized acquisition efforts, and executed campaigns
  • Built, mentored, and coached an effective and cohesive team (demand gen, PMM, and content)
  • Launched new partnership and supported strategy acquisitions
  • Managed a large budget and all marketing expenses

Director of Product Marketing

Galvanize (now Diligent)
Vancouver, Financial
03.2012 - 04.2015
  • Helped lead the transformation of a on-prem solution over to a SaaS solution
  • Built and led the Product Marketing team, defining the value proposition and position for existing and acquired solutions
  • Worked with cross-functional teams to ensure effective product messaging and GTM plans

Senior Product Marketing Manager

Sage
Vancouver, Financial
02.2009 - 03.2012
  • Led GTM activities for newly acquired integration partners, including launch strategy, product positioning, and lead generation
  • Identified key performance indicators for tracking success of product launches and campaigns
  • Created compelling sales presentations that effectively communicated the value proposition of products to customers
  • Developed and implemented strategic product positioning, messaging, and GTM plans

Education

Sales and Marketing diploma -

British Columbia Institute of Technology

Bachelor of Arts -

Simon Fraser University

Skills

  • Leadership and Mentorship
  • Strategic Planning
  • Digital, Performance and Product Marketing
  • Product Positioning
  • Brand Awareness
  • Business Development
  • Process Improvements
  • Budget Preparation
  • KPI Tracking
  • Recruiting and Hiring

Websites

Hobbies and Interests

  • Being the best leader I can be - I'm constantly refining this
  • Growing pretty much everything - I have a serious green thumb
  • Reading - I'm addicted to reading novels to my kids and exploring the plot line with them
  • Being creative - This takes many, many different forms
  • Fitness - I play in a women's soccer league, go to the gym 4x a week, and pretty much love all sports
  • Traveling - I love exploring and experiencing new places

Certification

  • Pragmatic Institute certified

Timeline

Fractional CMO

OpenDrives
01.2024 - 07.2024

SVP of Product Marketing & Market Development

Backlight
01.2023 - 12.2023

VP of Global Marketing

Backlight—ftrack & iconik
05.2022 - 12.2022

VP of Marketing

MediaValet
03.2020 - 05.2022

VP of Growth Marketing and Product

Swept
01.2019 - 05.2020

Director of Product Marketing

Clio
02.2017 - 01.2019

Director of Strategic Marketing

Clio
05.2015 - 02.2017

Director of Product Marketing

Galvanize (now Diligent)
03.2012 - 04.2015

Senior Product Marketing Manager

Sage
02.2009 - 03.2012

Sales and Marketing diploma -

British Columbia Institute of Technology

Bachelor of Arts -

Simon Fraser University

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Beth Kszan