ELLEN WILSON
Piedmont
Summary
Hands-on product marketing and go-to-market planning leader with deep B2B SaaS experience. Strong track record of building brands and products, positioning and launching new items, creating effective sales enablement and programming, defining user needs and influencing product development, and driving sales, adoption and user satisfaction. Excellent story-telling, content creation, team building, problem-solving and presentation skills. Equally adept at strategy development and execution.
Overview
31
31
years of professional experience
Work History
Senior Director of Product Marketing
CLEARCOMPANY
01.2018 - 07.2024
- Built ClearCompany's go-to-market processes, team, new release hub and sales collateral system. Led the GTM cross-functional team responsible for the roadmap, new item launches, pricing, sales assets, internal readiness plans, and external communications. Launched +80 new products and integrations.
- Partnered with Sales, Product, Customer Success, Implementation, Operations and Executive teams to define and deliver new product requirements, set sales strategy and goals, and track KPIs and results.
- Positioned and differentiated the brand, product lines, and new items. Produced pitch decks, sales assets, product videos, demo tours and campaigns to build pipeline, increase win rates and expand contract sizes. Prepared and hosted webinars, sales training, and new item launch meetings.
- Revamped ClearCompany's brand and creative guidelines, value propositions and website in 2023.
- Developed all product-related presentations and best practices workshops for the annual user conference. Created CEO's keynotes and CTO's roadmap presentations. Produced conference website.
- Expanded and strengthened ClearCompany's product line. Addressed feature gaps and successfully restaged the Talent Acquisition and Performance Management modules. Designed and launched new integrations with LinkedIn, PEOs, ADP, UKG and other major payroll providers.
- Introduced ClearCompany's AI Source-to-Hire product suite in May 2024. Performed AI competitive intelligence evaluating the AI capabilities of 25 competitors to inform product development. Tested and optimized ClearCompany's AI features. Created AI-specific sales assets, videos, and programming.
- Successfully managed the test market and national expansion of a co-branded ADP and ClearCompany Advanced Talent Platform that integrated ADP payroll solutions with ClearCompany's talent suite.
- Supported Executive team initiatives and decision-making by providing quarterly product marketing updates, analyst and investor decks, competitive intelligence, and new item performance tracking.
- ClearCompany is a leading talent management platform providing recruiting, onboarding, performance management, employee engagement, and talent analytics solutions, integrations and AI-enhanced tools.
Director of Product Marketing
ACHIEVERS
05.2016 - 07.2017
- Refreshed positioning and sales enablement to differentiate Achievers from enterprise competitors.
- Managed the collection of competitive intelligence including win/loss results, HCM trends, new product and feature insights, competitive pricing, and customer feedback to maximize competitive readiness.
- Created GTM plans and communications for product releases. Collaborated with Sales and Product Management to deliver the roadmap, develop the sales story and pricing, and launch new items.
- Partnered with Sales to increase win rates and accelerate the sales cycle. Overhauled brand pitch deck, videos and sales collateral. Created account specific sales decks and RFPs. Designed sales tracking tools.
- Owned analyst relations. Managed analyst briefings, awards submissions, and research studies.
- Led product content creation. Produced web content, user conference presentations, videos and blogs.
- Established customer advisory board to gather VIP customer feedback to inform roadmap priorities.
- Achievers provides employee recognition and engagement software that enables large enterprises to improve business results, workplace culture, employee engagement and retention, and collaboration.
Independent Product Marketing Consultant
WILSON CONSULTING
07.2007 - 05.2016
- Assignments included product marketing, new products, positioning, campaigns and programming, competitive analysis and user research, launch planning, and account management. Key clients included:
- RESOURCE: Clarified the differentiators and brand positioning for a job candidate sourcing startup. Overhauled the website and pricing strategy. Created activation and nurture campaigns. (2015-2016)
- SALESFORCE: Created and scaled the AppExchange Marketing Program (AMP) that offered independent software vendors (ISVs) co-marketing opportunities within the Salesforce ecosystem. (2013-2014)
- Developed AMP infrastructure, quarterly advertising and marketing options, execution guidelines, sales collateral and pricing strategy. Presented and sold AMP programming options to ISV partners.
- Built relationships with 60+ ISV client partners. Negotiated programming, on-boarded partners, pitched creative, tracked and shared campaign results, and managed daily client communications.
- Provided creative expertise and campaign management. Created social media and email campaigns, retargeting ads, blogs, sales events and video series for ISV AppExchange partners.
- Achieved +55% increase in listing activity, +95% increase in leads, and 70% program renewal rates.
- CELEBRATING GRACE: Launched a direct selling and e-commerce women's fashion brand. (2010-2012)
- Developed communications to introduce the brand to consumers and the business opportunity to independent sales reps. Designed the website, training, pricing, sales decks and annual Sales event.
- FLIP VIDEO (CISCO): Localized and launched Flip Video camcorder line in Europe and South America, and developed new accessories products for North America. (2009-2010)
- Led cross-functional teams to finalize products and packaging under aggressive timelines.
- Created sales decks, pricing and major retailer promotions to support global product rollouts.
- PEET'S COFFEE & TEA: Created Holiday and Summer retail plans to drive store growth. (2007-2008)
- Developed retail sales forecasts for +300 stores, new seasonal beverages, menus, POS and promotions, weekly field communications, and store level training and implementation plans.
Assistant Director of MBA Recruiting
HAAS MBA CAREER CENTER
01.2005 - 01.2007
- Managed marketing recruiting. Part of Career Center team that improved Haas' ranking from #17 to #8.
- Managed relationships and recruiting strategies for 200 employers. Brought in +40 new partners.
- Coached +150 MBAs annually. Provided advice on resumes, cover letters, interviewing and networking.
Marketing Director
PEET'S COFFEE & TEA
01.2002 - 01.2005
- Launched and scaled Peet's packaged coffee grocery line, managing all marketing and product initiatives.
- Grew grocery presence from 200 California stores to 3,000 stores nationally. Set sku assortment, pricing, and marketing campaigns. Grew division's annual revenue from $20 to $55 million in three years.
Marketing Director and Brand Manager
ARCHWAY - MOTHER'S COOKIES
01.1997 - 01.2002
Marketing Manager
NESTLE BEVERAGE COMPANY
01.1994 - 01.1997
Education
MBA - Marketing
Columbia Business School
BA - Government & Education
Dartmouth College
Skills
- Branding & Positioning
- Sales Enablement
- Marketing Campaigns
- New Product Development
- Market & User Research
- Programming & Events
- Go-to-Market Strategy
- Team Leadership
- Analyst Relations
- Content & Creative
- Pricing & Analysis
- Website Development
Websites
Additional Information
USTA 4.0 tennis player and fitness enthusiast., Enjoy hiking, running, yoga, golf, gardening and cooking.
Timeline
Senior Director of Product Marketing
CLEARCOMPANY
01.2018 - 07.2024
Director of Product Marketing
ACHIEVERS
05.2016 - 07.2017
Independent Product Marketing Consultant
WILSON CONSULTING
07.2007 - 05.2016
Assistant Director of MBA Recruiting
HAAS MBA CAREER CENTER
01.2005 - 01.2007
Marketing Director
PEET'S COFFEE & TEA
01.2002 - 01.2005
Marketing Director and Brand Manager
ARCHWAY - MOTHER'S COOKIES
01.1997 - 01.2002
Marketing Manager
NESTLE BEVERAGE COMPANY
01.1994 - 01.1997
MBA - Marketing
Columbia Business School
BA - Government & Education
Dartmouth College