Hi, I’m
Romona James
Dynamic Marketing Professional
Greater Toronto Area,ON
Summary
Passionate marketing professional, with 20+ years experience, including 7 years leading product marketing initiatives for global brands. Expertise in Cybersecurity, SaaS, B2B/C, and Hi-Tech/Communications. Results-driven strategist in the areas of stimulating product portfolios, go-to-market, and integrated marketing. Champion for voice-of-the customer marketing, dynamic content creation, and effective sales enablement. Track record of success with executing high-impact campaigns, leveraging data-driven insights, and managing strategic partnerships to drive growth.
Overview
23
years of professional experience
Work History
ENTRUST
Senior Product Marketing Manager
01.2017 - 01.2024
Job overview
- Designed and executed high-visibility marketing campaigns, increasing audience engagement and brand awareness
- Developed compelling video scripts, branded content, and thought leadership pieces that drove customer interest and conversions
- Led multi-platform digital marketing initiatives, optimizing engagement and maximizing ROI
- Strategized and managed partnerships with industry leaders, expanding audience reach and strengthening market positioning
- Implemented data-driven marketing strategies that increased multi-product sales revenue by 20% QoQ
- Focused on customer segments, value propositions, and product positioning
- Conducted qualitative and quantitative research to understand customer needs and behavior
- Utilized A/B testing and sign-up funnel optimization to enhance customer acquisition and retention
- Remote
ZAYO GROUP INC. (formally Allstream)
Senior Product Marketing Manager
01.2016 - 01.2017
Job overview
- Led internal and external launch of new global business-to-business (B2B) cybersecurity solutions.
- Spearheaded new global digital sales enablement program.
- Planned and executed multiple complex integrated marketing programs
- Authored product positioning and messaging and created content supporting cybersecurity portfolio.
- Organised 1st cybersecurity product catalog in Salesforce.com, eliminating disparate legacy systems from merging companies and streamlining into 1 global inventory and tracking system.
- Owned portfolio profit and loss (P&L) performance and product life cycle, including product roadmapping.
- Collaborated closely with existing vendors, forging new strategic relationships to enable sales.
- Cybersecurity
ZAYO GROUP INC. (formally Allstream)
Senior Product Manager
01.2016 - 01.2016
Job overview
- Collaborated with partners for launch of co-branded campaigns, exceeding bi-annual target of 700 by providing 1K+ marketing-qualified leads (MQL) worth $17M+ in pipeline.
- Awarded 'The Collaborator Allstar' recognition award for creating demand generation activities yielding incremental cybersecurity and hosting services revenue.
- Planned and executed in-market activity rendering 100% return on investment (ROI) and contributing to 30% incremental lift in sales-qualified leads (SQL).
- Cybersecurity
ALLSTREAM
Senior Product Marketing Manager
01.2014 - 01.2015
Job overview
- Collaborated with partners for launch of co-branded campaigns, exceeding bi-annual target of 700 by providing 1K+ marketing-qualified leads (MQL) worth $17M+ in pipeline.
- Awarded 'The Collaborator Allstar' recognition award for creating demand generation activities yielding incremental cybersecurity and hosting services revenue.
- Planned and executed in-market activity rendering 100% return on investment (ROI) and contributing to 30% incremental lift in sales-qualified leads (SQL).
- Cybersecurity
ALLSTREAM
National Marketing Program Manager
01.2011 - 01.2014
Job overview
- Acquired knowledge of Canadian Anti-Spam Legislation (CASL) regulations and directed company's digital marketing communications program aimed at gaining explicit opt-in subscribers.
- Managed comprehensive and integrated business-to-business (B2B) marketing programs using multifaceted tactics to penetrate targeted markets and generate demand / leads.
- Contributed to development of 1st company sales playbook, integrated marketing campaigns, and social media use in innovation stage.
- Employed Microsoft Dynamics customer relationship management (CRM) and UNICA marketing automation tools to analyse target data and segment markets, monitoring sales results and campaign efficacy.
- Defined lead-generation parameters and evaluated overall sales results attributed to specific marketing campaigns, using Sirius Decision metrics.
- Exemplified cross-functional leadership to accelerate programs through project gates, executing with collaboration and efficiency.
- Analysed campaign metrics and used data to provide meaningful performance updates to key stakeholders, recommending modifications to campaign strategy, as necessary.
RBRO
Marketing Consultant
01.2007 - 01.2008
Job overview
- Directly supported Chief Executive Officer (CEO) with public relations content and appearances.
- Rebranded and developed customer-facing content for enterprise-wide marketing material library, aiding cross-functional efforts to attract new and maintain existing customers.
- Interviewed clients for authoring of compelling case studies / customer testimonials.
- Contract
TELUS
Segment Marketing Manager
01.2006 - 01.2007
Job overview
- Enabled seasoned sales team with targeted, integrated programs to generate and better qualify leads, rendering 30% uplift in sales within 6 months.
- Achieved segment-specific profitable growth through alignment of market offers to uniquely fulfill SMB needs.
- Planned regional and national events, helping drive traffic, create awareness, and secure sales.
- Small / Medium-Sized Business (SMB) Market+
TELUS
National Program Manager
01.2006 - 01.2006
Job overview
- Spearheaded national integrated marketing program promoting MITS, accelerating funnel growth.
- Developed, managed, distributed, and communicated project and program objectives, schedules, tactics, and financials.
- Utilised multifaceted tactics to reach audiences, including email and direct marketing, digital marketing, podcasts, mass media, trade shows, and targeted events.
- Managed IT Services (MITS) (Covering Maternity Leave)
BELL EXPRESS VU (now Bell TV)
Marketing Manager
01.2001 - 01.2006
Job overview
- Supervised team of 5 managers.
- Developed content for net new sales training manual and all marketing collateral.
- Headed key contributing team helping Bell ExpressVu achieve 'Top 3 revenue-generating portfolio' in 2002 - 2003.
- Functioned as key driver and contributor to cross-training of national Bell customer service group and affiliates on Bell ExpressVu net new services in support of 'One Bill' initiative.
- Planned and executed incentive campaigns rendering positive sales funnel acceleration.
- Completed quarterly sales reconciliations, prepared marketing budget, and set team cost of goods sold (CoGS) metric.
- Direct Channels
Education
Association of International Product Marketing & Management (AIPMM)
Certificate from Product Marketing Management
06-2015
Centennial CollegeToronto, ON
Certificate from Project Management
05-2010
Ryerson UniversityToronto, ON
Bachelor of Arts from Marketing Management & International Business
05-2002
Centennial CollegeToronto, ON
Diploma from Marketing Management
05-1997
Skills
- Product marketing and strategy
- Content creation and development
- Marketing analytics and insights
- Campaign management
- Competitive analysis
- Product roadmap
- Channel marketing
- Demand generation
- Sales enablement
- Go-to-market strategy
- Partner marketing
Accomplishments
- Received “The Collaborator Allstar” recognition award from Allstream for creating demand generation activities yielding $50K incremental revenue for Cyber Security and Hosting services.
Timeline
Senior Product Marketing Manager
ENTRUST
01.2017 - 01.2024
Senior Product Marketing Manager
ZAYO GROUP INC. (formally Allstream)
01.2016 - 01.2017
Senior Product Manager
ZAYO GROUP INC. (formally Allstream)
01.2016 - 01.2016
Senior Product Marketing Manager
ALLSTREAM
01.2014 - 01.2015
National Marketing Program Manager
ALLSTREAM
01.2011 - 01.2014
Marketing Consultant
RBRO
01.2007 - 01.2008
Segment Marketing Manager
TELUS
01.2006 - 01.2007
National Program Manager
TELUS
01.2006 - 01.2006
Marketing Manager
BELL EXPRESS VU (now Bell TV)
01.2001 - 01.2006
Association of International Product Marketing & Management (AIPMM)
Certificate from Product Marketing Management
Centennial College
Certificate from Project Management
Ryerson University
Bachelor of Arts from Marketing Management & International Business
Centennial College
Diploma from Marketing Management
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