Andrew Eberting: Marketing Automation Manager in Seattle, WA

With expertise from the embedded industry, developed online and social strategy for Kontron. Conducted market research, developed campaign plans, built schedule and managed analytics. • Championed competitive research and presented gap analysis to Global Marketing Executive that identified strategic channel partners, geographic regions, product features for development and marketing spend. Advocated opportunity to take business away from competition through key relationships. • Developed corporate social media policy and training materials for internal and external contributors, and social media strategy including methods to measure, post, engage and listen to channel using Twitter, LinkedIn and Facebook. Established social media measurement and analytics, and online dashboards for social channels.

Develop and implement brand new marketing automation and marketing operations to scrub database, normalize data fields and optimize campaigns to integrate between multiple systems and channels. Evangelize benefits of new programs and educate Marketing, Sales and Executives on best practices. Create new lead generation/nurturing strategies, implement lead scoring models, accelerate tracks for low-hanging MQLs and refresh current Eloqua10 instance. • Led remapping and best practices initiatives from Eloqua10 to Salesforce CRM. Efforts have reduced latency issues by 1/3 and discovered obsolete/erroneous programs. This removed 38 different opt-out programs, allowed customers to receive good information and decreased global drop-outs by half. • 5% increase in Month-over-Month engagement from existing 400K database through ‘Wake the Dead’ campaigns to previously inactive contacts. Resulted in an additional 54K contacts in 9 months to a total of 177K that engages monthly. Campaign performance has also improved: open rates doubled from 25% to 50% and CTRs from 1.2% to over 3%. • Migrated 100K contact records (Hubspot) from recent acquisition to main marketing platform (Eloqua) to total 500K contacts and respected contractual obligations of competing tracking cookies. Completed migration in 5 weeks which process normally takes 2-3 months.

Lead channel automation marketing for North America commercial fitness business, including marketing strategy and program management across three vertical markets. Efforts have resulted in conversion rate boost of 5:1 (Marketing Qualified Leads:Sales Qualified Leads) to 3:1, and time to conversion from 65 days to <30. Here’s how: • Automation drip campaigns for the purpose of lead nurturing. Efforts have resulted in a welcome average of 30% open rate and 3 - 5% click-thru rate; both above industry average. • Engaged with customer prospects as trusted advisor via Social Media PPC. Addressed topics including preventative maintenance and hospitality fitness center trends. • Activated a variety of touch points for thousands of hospitality industry prospects through progressive profiling and keyword tagging to identify patterns for behavioral marketing campaigns. • Align campaign deliverables to specific profile scores, and incrementally build and accelerate relationship with customer prospects. Campaign strategy contributed to $10 million over three-year contract with large global hospitality merchant. Manage channel marketing for the company’s North American vertical commercial fitness business, including marketing and campaign strategy, and program management across five vertical markets. • Lead build out of competitive analysis program to evaluate competitor products, perform gap analysis and recommend multimillion dollar business opportunities to executive team. Developed business case to revitalized 15-year-old Cardio Theater product. • Managed channel marketing program and development of sales tools that up-leveled knowledge and productivity of commercial channel partners, 200+ distributors and 50+ corporate sales representatives. • Contribute B2B social media strategy and campaigns that grew web traffic in LATAM test market by 200% since rollout, and positioned the company as the go-to for industry information with the distributor network.

Managed team of up to 2 Marketing professionals and annual PR/Advertising budget of $500K in support of product launches and marketing campaigns across 4 Business Units. • Managed relationships with tiered list of 600+ North American publishers, editors and bloggers from Embedded Computing industry. Built and maintain relationships with 12 key influencers to facilitate information sharing and education that shapes completive landscape and promotion of products and services. • Liaison between Sales and Product Marketing to identify and recommend support solutions. For example, managed design and development of e-Learning portals for the Field Sales organization and for partner network of 300+ Channel Distributers and VARs. Developed and continued to maintain fresh content including product sales kits, webinar trainings, sales presentations, product road maps and customer stories. Efforts were recognized by Taipei Corporate Headquarters, and work is underway to roll out portal access to global sales force. • Member of global team responsible for definition of Company’s social media and online media strategy (i.e. Twitter, Facebook, community blogs). Create, implement and analyze programs to recommend strategies for use in other global geographies. • Research, analyze and report to management on market trends and competition. Utilize knowledge of industry and products to write press releases, customer stories, technical papers, presentations, quarterly e-newsletters, eDM and webinar scripts. • Oversee channel marketing programs and campaigns with cost-effective ROI in support of business objectives. For MI/O Extension Single Board Computer launch, engaged channel to identify key accounts, and created print and advertising campaign to promote targeted landing page. Created lead deliverables for all phases of sales pipeline, and within 6 months’ time, generated a welcome 20%+ qualified leads above goal.

Provided Admissions team with coaching and training on educational programs and career paths to grow Institute recruitment success of students and industry professionals in highly competitive education market.

Promoted educational programs to prospective students through group presentations, trade shows and 1:1 meetings.

Researched residential properties and made investment recommendations for real estate portfolio and development.