Nicole Roberts
Waterloo,ON
Summary
Results driven leader with proven success building and leading high performance marketing teams. I have a track-record in senior roles supporting the transition from start-up to scale-up as well as leading large marketing organizations designed to support a diverse product portfolio. Experienced in supporting and leading teams through successful exits including IPO and PE transactions as well as M&A.
Passionate about driving meaningful results that align to sales and organizational targets. Led teams to directly source 50 to 60% of bookings and have direct ownership of revenue for B2C low cost offerings. Experienced in unifying revenue-oriented marketing functions, such as demand, digital, campaigns, field and event, and client marketing.
Overview
11
11
years of professional experience
Work History
Director of Demand Generation and Growth
Euna Solutions
07.2022 - Current
- Built and scaled a team of cross-functional marketers focused on pipeline creation at a time of high growth and change for a newly acquired organization undergoing frequent M&A
- Oversee revenue-focused teams, including Program Marketing, Field and Event Marketing, and Client
- Marketing across multiple brands and product lines offering B2B and B2B SaaS solutions
- Scaled marketing-sourced pipeline from 8% to 44% in 3 quarters, resulting in a measured increase in incremental ARR growth.
- Worked closely with organizational leadership to guide operational strategy.
- Established departmental KPIs and implemented a strategy to achieve goals
Director, Demand Generation
Bonfire Interactive
11.2019 - 07.2022
- Oversaw team of cross-functional marketers across digital, campaign, event, and client marketing.
- Established pipeline targets aligned to sales growth goals and lead team through achieving over 100% of targets quarter over quarter.
- Sourced 50-60% of pipeline directly from inbound and outbound marketing initiatives.
- Built client marketing function to increase upsell targets and increase client advocacy, ultimately driving more bookings
- Aligned teams closely with Sales and BDR functions to work together and achieved shared objectives.
Manager, Demand Generation
Bonfire Interactive
03.2018 - 11.2019
- Lead a team of program and event marketers at varied experience levels to build and execute results- oriented demand generation programs, generating 50% of total sourced pipeline from Marketing tactics.
- Tracked lead performance through the funnel to empower team to make data driven decisions.
- Managed and define team budget to ensure we are making informed and productive spend decisions
- Designed and execute lead generating programs and activities of my own, as well as guiding a team through their market segments.
- Use Pardot to execute programs and gain data insights as well as leading the team’s program delivery through the system
- Work closely with other marketing functions to ensure alignment with demand goals
Marketing Campaign Manager
BigRoad - A Fleet Complete Company
01.2017 - 03.2018
- Conducted market research to identify new opportunities and target markets, achieving 925% growth in SQLs from marketing initiatives
- Launched Electronic Logging Device Industry’s first referral campaign, increasing the number of paid user contracts and generating over $500,000 in annual recurring revenue during highest performing months, November 2017 and December 2017
- Received internal award recognition for high performance
- Improved website visibility through development and implementation of SEO strategies.
- Optimized email campaigns to increase open and click-through rates.
- Coordinated with design and media teams to develop high-quality creative assets.
Marketing Lead
Xcite Technologies Inc
01.2016 - 01.2017
- Launched and managed demand generation initiative during brand redirection
- Built and managed content and social strategy, including new website build, to grow awareness amongst target demographic
- Developed and managed marketing automation and CRM programs
- Ensured scope and spend of all projects were on track and on budget
- Creating and executing launch plans for new products and services
- Lead agency partners to execute projects in alignment with time and budget requirements
- Used various analytics tools to measure efficacy of marketing efforts and adjust accordingly
- Worked successfully with sales and product teams to ensure cohesion between teams
- Created reports on digital marketing efforts using analytics tools to track and measure digital marketing success for management.
Producer / Account Manager
Schawk
06.2014 - 01.2016
- Worked closely with clients to execute projects in-line with brand vision, budget, and time requirements
- Worked with creative and account management teams to produce assets that exceeded client needs and expectations
- Collaborated with different areas of the business to establish process changes and best practices to improve operational efficiency
- Saw projects through from pre-production to delivering final assets
- Managed freelance talent to execute projects in alignment with brand guidelines
- Lead training seminars with clients to optimize their interaction with internal asset management tools
Product Content Manager
Schawk
06.2013 - 06.2014
- Worked in an agency environment, creating product-oriented content for website product pages and campaigns that aligned with our client's brand objectives
Content Manager
NEXT Integrative Minds Life Sciences
03.2013 - 06.2013
- Managed and executed content strategy for B2B SaaS start up
- Content ranged from email campaigns, to product collateral, eBooks and whitepapers and blog posts designed with SEO best practices.
Education
Post Graduate Certificate - Fashion and Lifestyle Journalism
London College of Fashion, University of The Arts
London, England2011
Bachelor of Arts - Arts and Contemporary Studies, Marketing
Toronto Metropolitan University
Toronto, ON2008
Skills
- Strategic Planning
- Revenue Growth
- Lead Generation
- Multi-Channel Marketing
- B2B Marketing Strategy
- Demand Generation
- Client Marketing
- Field Marketing
- Content Marketing
- Salesforce
- Marketing Operations
Timeline
Director of Demand Generation and Growth
Euna Solutions
07.2022 - Current
Director, Demand Generation
Bonfire Interactive
11.2019 - 07.2022
Manager, Demand Generation
Bonfire Interactive
03.2018 - 11.2019
Marketing Campaign Manager
BigRoad - A Fleet Complete Company
01.2017 - 03.2018
Marketing Lead
Xcite Technologies Inc
01.2016 - 01.2017
Producer / Account Manager
Schawk
06.2014 - 01.2016
Product Content Manager
Schawk
06.2013 - 06.2014
Content Manager
NEXT Integrative Minds Life Sciences
03.2013 - 06.2013
Post Graduate Certificate - Fashion and Lifestyle Journalism
London College of Fashion, University of The Arts
Bachelor of Arts - Arts and Contemporary Studies, Marketing
Toronto Metropolitan University
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