Summary
Overview
Work History
Education
Skills
Websites
Languages
Timeline
AdministrativeAssistant
Stephanie Pascual

Stephanie Pascual

Growth Marketing Leader
MARKHAM,ON

Summary

Creative and results-driven marketing executive with a career history of proven impact in accelerating growth for businesses determined to become a leader in their category. A seasoned professional offering a broad cultural and regional perspective honed during years of international marketing responsibility, market exposure and global marketing and sales relationships.

Overview

26
26
years of professional experience

Work History

Senior Marketing Manager, Americas

Outseer
03.2023 - Current
  • Build and execute B2B multi-channel field marketing plan supporting the GTM strategy with events and regional programs targeting Cybersecurity and IT decision makers for cross-sell, upsell and net new business through direct or channel
  • Report on achievement of field marketing KPIs including pipeline generation; pipeline influence and acceleration; and average deal size and win rates with Marketing Operations
  • Own the field marketing and corporate events budget, accountable for budget forecasts and hitting budget objectives for the Americas region
  • Advise and execute the strategy for trade show sponsorships, company field events, and account-based executive experiences to raise awareness, source deals, and accelerate sales cycles in target accounts, industries, and segments
  • Partner with our Executive team to lead Outseer's presence at trade shows and to create high impact owned executive and customer field marketing events
  • Build event process from planning to execution for regional marketing events, communicating event plans to stakeholders, executing customer and prospecting events, managing the onsite team, and communicating results
  • Lead Account Based Marketing efforts, understanding Cybersecurity buyers and leaders and segmentation strategies to market to key accounts
  • Directly manage digital programs and/or manage vendors for media planning, paid advertising, content syndication and virtual events
  • Manage sales lead management, through sales routing, set expectations with sales, ensure reps are trained on proper lead management, and agree to service level agreements (SLAs) or ways working
  • Use marketing automation platform to manage regional email campaigns and nurture programs


Field Marketing Director

Vena Solutions (Financial Planning & Analysis Software)
02.2021 - 03.2023
  • Increased awareness of Vena's solutions within the target buyer community and generated pipeline across SMB, Mid-Market and Enterprise through field marketing programs and events
  • Oversaw the strategy and execution of field marketing for the Americas and EMEA regions to source new opportunities and accelerate pipeline to close
  • Created targeted field events for prospective customers and customers to accelerate purchase evaluations, expansion and retention
  • Planned and executed ABM segment-specific pipeline generation and acceleration with Global campaigns, Enablement and GTM leadership working closely with the Sales team
  • Lead ongoing planning and review sessions with the sales teams and other key players to ensure alignment and focus on strategy and objectives
  • Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs
  • Built the field marketing function and executed the strategy for trade show sponsorships, company field events, and account-based executive experiences to raise awareness, source deals, and accelerate sales cycles in target accounts, industries, and segment
  • Collaborated with internal design and digital teams and external agencies to develop content and assets for event design, planning and execution
  • Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs

Director of Marketing

Densify (Enterprise Cloud Software)
02.2020 - 02.2021
  • Develop and execute successful data-driven, multi-touch demand generation campaigns for assigned market territories, user profiles and personas to reach target audiences and generate inbound leads into the sales pipeline
  • Collaborate with Marketing, Sales, Product and Operations to plan and execute our go-to-market strategies and ensure alignment with our digital marketing strategy across the website, SEO/SEM, PPC campaigns, social media, email campaigns and virtual events
  • Provide quarterly quantitative ROI analysis and summary of marketing metrics analytics that includes recommendations and actionable business insights for optimizing marketing strategy and campaigns, response and conversion rates
  • Leverage all marketing automation and sales technology tools that support the Marketing and Sales teams that include Pardot, Salesforce, Hootsuite, ZoomInfo, Google Analytics, LinkedIn Sales Navigator, Outreach and Go to Webinar with the goal of providing net new leads
  • Contribute to our framework for content creation and collateral (audience/context/channel) for sales enablement and buyer interaction to enable the sales teams to deliver the most relevant and personalized content.

Director, Field and Channel Marketing

WinMagic Inc. (Enterprise Encryption Software)
08.2014 - 01.2020
  • Cross-functional marketing leader responsible for delivering comprehensive demand generation strategies and compelling global marketing, branding and communications initiatives to increase visibility and drive the growth in sales pipeline and revenue for direct sales and the channel
  • Manage global marketing field/channel team with responsibility to collaborate, adapt and develop multi-touch marketing demand generation campaigns driving qualified leads and pipeline for revenue growth and communicate high level thought leadership campaigns created by HQ
  • Ownership of the global field marketing budget and pipeline quotas with accountability to senior management and key stakeholders, provided analysis of overall campaign spending versus return on investment, decision making authority on allocation and spend, provide recommendations based on insights and results, including ROI and KPI's based on marketing metrics and analytics
  • Collaborate with the Director of Brand and Product marketing in global strategy and messaging
  • Provide guidance and assistance in the deployment of all tactics in many disciplines including; public relations, social media, content marketing, email marketing, website, marketing communications, market research, analytics and corporate branding
  • Manage all digital marketing programs, including online content development and the buyer's journey, landing page design, Pardot email drip and nurture campaigns, salesforce leads and webinars
  • Determine and select appropriate global external field, partner and internal events to include presence at conferences, tradeshows and industry events for both lead generation and brand awareness.

Field Marketing Manager, North America

WinMagic Inc. (Enterprise Encryption Software)
11.2013 - 08.2014
  • Regional specialist assigned to the North American sales teams to develop strategy, plan and execute marketing plans to generate marketing qualified leads resulting in sales qualified opportunities revenue for the North American region
  • Responsible for NORAM budget with analysis on ROI and overall campaign effectiveness, achieved 105% of pipeline target and 95% of revenue target
  • Support sales initiatives, including strategically sourcing regional, national and vertical specific events, email campaigns, online & digital marketing activities, sponsorship and advertising
  • Enhanced social media strategy to create brand awareness and drive web traffic
  • Create marketing collateral for sales enablement and customer facing material together with product marketing such as cross-selling playbooks, e-books, technical whitepapers, brochures and provide campaign platform in time to field marketing for local implementation at conferences, tradeshows and industry events
  • Utilized marketing automation platforms to report on lead generation success, evaluate campaign performance, and provide ROI analysis on direct sales and channel sales.

Senior Marketing Manager

The Orthotic Group (Healthcare)
10.2004 - 08.2013
  • Responsible for driving targeted pipeline growth and profitability, The Orthotic Group grew from $16 million annual revenue to $30 million annual revenue by developing business plans and communication strategies targeted by territory and country
  • Direct report to the Vice President of Sales, provided reports on return on investment and analysis and quarterly reports of such findings to the President & CEO and key stakeholders including our Board of Directors
  • Accountable for the Marketing Department's P&L, including the allocation and financial reporting of the Marketing Department's annual marketing budget with a successful track record of remaining within budget and containing costs
  • Create and develop the event management division, implement and execute over 50 events annually including conferences, seminars, webinars and industry tradeshows
  • Develop marketing and communications materials and integrated marketing strategies that included creating and writing content, creative design expertise, production and distribution of all print materials as well as digital communication through the external website, social media sites, electronic e-mail blasts, newsletters and educational brochures and catalogues
  • Establish brand strategy and internal rollout of branding initiatives providing branding visual continuity guidelines and standards for all promotional assets including the website.

Marketing Team Leader

Institute for International Research (Global Executive Education)
10.2003 - 02.2004
  • Executive Management Leadership member and direct report to the Chief Executive Officer, manage a team of marketing managers that produced successful marketing plans and generated over 5 million dollars in profits in the Australian IIR office
  • Report key performance indicators (KPI's) of the marketing team to members of Group Training based in the United Kingdom
  • Develop and conduct monthly marketing training clinics for the marketing team based on communicating global marketing strategies.

Senior Marketing Manager

Institute for International Research (Global Executive Education)
10.2001 - 10.2003
  • Develop and execute successful marketing plans for annual conferences and large e-scale events in the Australian healthcare division, generating over 3 million dollars in revenue
  • Generate sponsorship leads and marketing support for events with the conference producers and sales team and won an award for securing the highest sponsorship deal for an event of $150,000
  • Forecast, evaluate and analyze the most relevant business trends, innovations and regulatory issues for topic generation and presented findings to the Divisional Manager.

Direct Marketing Manager

Institute for International Research (Global Executive Education)
01.1998 - 10.2001
  • Produce and execute multiple marketing plans on a monthly for conferences and seminars in the Toronto IIR office responsible for generating nearly 500,000 in revenue
  • Utilize marketing media effectively including e-mail, tele-sales, website and direct marketing components to build successful direct marketing campaigns
  • Maintain and build partnerships with all external suppliers including designers, printers and mail houses
  • Execute marketing initiatives for sponsors and exhibitors to maximize their conference investment.

Education

Bachelor of Arts - Industrial Relations

McGill University
Montreal, Quebec
01.1996

Skills

  • Field Marketing
  • Corporate Events
  • Go-to-Market Strategy
  • Market Planning
  • Budget Forecasting
  • Major Events
  • Marketing Strategy
  • Social Media Marketing
  • Event Planning
  • Multi-Channel Marketing Experience
  • Cross-Functional Collaboration
  • Campaign Management
  • Brand-Building Strategies
  • Operational Efficiency

Languages

English
Native or Bilingual

Timeline

Senior Marketing Manager, Americas

Outseer
03.2023 - Current

Field Marketing Director

Vena Solutions (Financial Planning & Analysis Software)
02.2021 - 03.2023

Director of Marketing

Densify (Enterprise Cloud Software)
02.2020 - 02.2021

Director, Field and Channel Marketing

WinMagic Inc. (Enterprise Encryption Software)
08.2014 - 01.2020

Field Marketing Manager, North America

WinMagic Inc. (Enterprise Encryption Software)
11.2013 - 08.2014

Senior Marketing Manager

The Orthotic Group (Healthcare)
10.2004 - 08.2013

Marketing Team Leader

Institute for International Research (Global Executive Education)
10.2003 - 02.2004

Senior Marketing Manager

Institute for International Research (Global Executive Education)
10.2001 - 10.2003

Direct Marketing Manager

Institute for International Research (Global Executive Education)
01.1998 - 10.2001

Bachelor of Arts - Industrial Relations

McGill University

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Stephanie PascualGrowth Marketing Leader