Michael Hornby
Elizabethtown,ON
Summary
Accomplished Senior Marketing Leader with over 25 years of experience in defense, aerospace, and public safety sectors. Expertise in developing and executing marketing strategies, driving demand generation, and optimizing sales cycles. Proven ability to enhance brand awareness and convert MQL to SQL, consistently exceeding benchmarks. Holds NATO Secret Clearance and fosters professional growth through effective team leadership.
Overview
39
39
years of professional experience
Work History
Sr. Marketing Director
IFS
06.2023 - Current
- Generated high-quality leads, enhancing sales success and accelerating sales cycles.
- Achieved over 20% MQL to SQL conversion rate, surpassing industry standards.
- Enhanced brand awareness, solidifying market positioning in defense and aerospace sectors.
- Directed GTM marketing strategy for Global Aerospace & Defense Team, driving impactful initiatives.
Chief Marketing Officer (Contract Part-time)
Orion Marketing Group
01.2021 - Current
- Drove business growth through strategic CMO consulting and coaching efforts.
- Developed comprehensive Marketing and Sales strategies aligned with growth objectives.
- Designed robust Marketing Machines to enhance BD and Sales program efficiencies.
- Coached teams to surpass performance metrics through personal and career growth support.
- Led market development for avionics targeting public safety at Curtiss-Wright Defense.
- Consulted on growth-oriented marketing strategies for Curtiss-Wright Surface Technologies.
Sr. Director of Market Strategy & Marketing
Curtiss-Wright Defense Solutions
09.2015 - 01.2021
- Strengthened market positioning, enhancing win probability on key defense programs.
- Drove product market strategies across 13 global business units in defense sector.
- Generated thousands of Marketing Qualified Leads annually, achieving over 20% SQL conversion.
- Mentored staff, fostering personal development and contributing to business goals.
- Developed comprehensive strategies for target market analysis and product launches.
Sr. Director of Marketing Strategy & Planning
General Dynamics C4 Systems
04.2012 - 08.2015
- Increased brand awareness through strategic marketing initiatives across multiple regions.
- Developed annual strategies to enhance lead generation in defense and public safety.
- Mentored team members, leading to surpassing annual performance targets consistently.
- Managed marketing budgeting for a multi-billion dollar defense division.
- Holds NATO Secret Clearance, ensuring compliance with security protocols.
Sr. Director of Strategy and Marketing
General Dynamics Canada
09.2010 - 04.2012
- Drove product success by transforming communications culture into strategic marketing team.
- Implemented lead generation programs, shortening sales cycles through effective sales tools.
- Increased brand awareness in defense markets, facilitating sessions with industry partners.
- Possesses NATO Secret Clearance, ensuring compliance with security protocols.
Director of Marketing
Curtiss-Wright Controls
09.2005 - 09.2010
- Generated thousands of annual leads through effective marketing strategies.
- Increased website traffic by optimizing SEO and maintaining relevant content.
- Engaged prospects through effective marketing nurturing strategies and new offerings.
- Mentored young talent, developing their skills for future leadership roles.
- Supported marketing initiatives across US, UK, Europe, and Canada.
Integrated Product Team Director - Product Management
09.2002 - 09.2005
- Led an engineering and marketing team responsible for ruggedized graphics cards and small form factor single-board computers for the defense market.
- Consistently met and exceeded design win goals, making strategic decisions on product lifecycle management.
Vice President of Sales and Marketing
StorageQuest Inc.
07.2001 - 09.2002
- Focused market efforts within the Security and Intelligence sectors.
Vice President of Marketing
Sedona Networks
07.2000 - 06.2001
- Led and managed Product Management, Marketing Communications, Strategic Alliances, and Customer Service teams in the telecoms sector.
Vice President of Business Development & Sales
Ubiquity Software
01.1999 - 01.2000
- Focused market efforts on the telecoms sector.
Vice President of Sales and Marketing
QNX Software Systems
01.1987 - 01.1999
- Managed sales and marketing with a focus on industrial automation, medical devices, point-of-sale, and internet appliances.
- Mentored and coached senior and junior staff, contributing to team success and achieving over 30% annual sales growth for five consecutive years.
Education
Bachelors of Commerce - Marketing And Organizational Development
Carleton University
Ottawa, ON06-1986
Skills
- Marketing Strategy: Demand Generation, Go-to-Market (GTM) Strategy, Strategic Planning, Market Research, Competitive Analysis, Brand Awareness, Value Proposition, Product Marketing, Marketing Communications, Digital Marketing, SEO, Lead Nurturing, Content Strategy
- Leadership & Management: Senior Leadership, Team Management, Mentorship & Coaching, Business Development, Sales Enablement, Strategic Partnerships, Cross-functional Team Leadership, Budget Management
- Defense & Aerospace: Global Aerospace & Defense Marketing, Public Safety Markets, Government Contracts, NATO Secret Clearance, Military Technology, Avionics, Surveillance Systems
- Business Operations: Sales Cycle Optimization, MQL to SQL Conversion, ROI Optimization, Project Management
- Sales expertise
- Marketing campaign development
- Media relations
- Staff management
- Market analysis
- Campaign planning
- Brand positioning
- Customer segmentation
- Competitive analysis
- Product marketing
Websites
Languages
English
Interests
Boating
Golf
Pickleball
Gardening
Section name
Here is a modern CV draft customized for a "Head of Marketing" role at "Dominion Dynamics," emphasizing your extensive experience in defense, demand generation, and senior management, derived from your LinkedIn profile.
Timeline
Sr. Marketing Director
IFS
06.2023 - Current
Chief Marketing Officer (Contract Part-time)
Orion Marketing Group
01.2021 - Current
Sr. Director of Market Strategy & Marketing
Curtiss-Wright Defense Solutions
09.2015 - 01.2021
Sr. Director of Marketing Strategy & Planning
General Dynamics C4 Systems
04.2012 - 08.2015
Sr. Director of Strategy and Marketing
General Dynamics Canada
09.2010 - 04.2012
Director of Marketing
Curtiss-Wright Controls
09.2005 - 09.2010
Integrated Product Team Director - Product Management
09.2002 - 09.2005
Vice President of Sales and Marketing
StorageQuest Inc.
07.2001 - 09.2002
Vice President of Marketing
Sedona Networks
07.2000 - 06.2001
Vice President of Business Development & Sales
Ubiquity Software
01.1999 - 01.2000
Vice President of Sales and Marketing
QNX Software Systems
01.1987 - 01.1999
Bachelors of Commerce - Marketing And Organizational Development
Carleton University