Tech

EMILY ROBERTSON-YEINGST
LinkedIn Profile: www.linkedin.com/pub/emily-robertson-yeingst/6/817/173/
6211 South Potomac Way, Centennial, CO 80111 • (720) 870-2944 • emily.robertson-yeingst@comcast.net


SENIOR MARKETING PROFESSIONAL
Market Research, Competitive Intelligence, Product Marketing 


12+ years experience supporting marketing, sales, and product initiatives for world’s largest, privately-held software company.  Devoted to customer service, extremely innovative and creative, passionate about streamlining processes and creating excellent content, exceedingly persuasive and articulate in both the written and spoken word. Experienced in competitive intelligence, market research, product marketing, sales and partnership building. 


CORE COMPETENCIES
• Competitive Intelligence			• Market Research			• Product Marketing
• Partnership Building				• Sales Experience			• Strategic Planning
• Product Management				• Market Knowledge			• Project Management 


PROFESSIONAL EXPERIENCE
SAS INSTITUTE
Principal Product Marketing Manager – Business Intelligence and Information Management	
April 2011 – July 2012
•	Create global positioning, product marketing plans; provide input for customer acquisition and retention strategies
•	Create, direct, support internal and external product launch plans 
•	Provide input, review and assistance in market message evolution 
•	Create Statements of Position, FAQ, and/or Executive Talking Points 
•	Create market awareness for SAS through thought-leadership activities including articles, whitepapers, speaking engagements and involvement with key 3rd party organizations 
•	Position SAS capabilities for the general market, specific markets and/or applicable buyers (including responses to competitive announcements and media coverage) 
•	Keep abreast of and document specific industry, product, market and competitive dynamics/trends to support outbound marketing efforts 
•	Serve as spokesperson and/or provide content for interactions with press and analyst communities 
•	Provide market driven input for future product and marketing direction by working directly with analysts, consultants, customers, prospects and thought leaders 
•	Responsible for the content of web collateral, printed collateral and sales tools

Senior Market Research Analyst – Business Intelligence and Business Performance Management
June 2005 to April 2011
•	Analyze assigned market categories using various methodologies and sound research techniques and work with other divisions to develop appropriate recommendations and plans of action
•	Provide direction for business decisions affecting marketing, sales, and research and development through market, customer, and competitor analysis
•	Research, analyze and develop recommendations on existing and new market areas, the competitive environment, and future technology trends
•	Provide information basis for marketing and sales planning; Publish updates on market conditions to track company progress in specialized market niches or product technology disciplines
•	Identify and assess key market issues to help determine company response 
•	Manage multiple research projects and programs to meet the information needs of the corporation
•	Collaborate with other areas of Marketing to provide holistic research materials critical to business planning 
•	Conduct sophisticated analysis of research findings and employ high-level assessment techniques to determine best courses of action 
•	Play a key role in the business planning process for existing and new and emerging products by preparing market and competitive assessments
•	Use wide-ranging experience, professional concepts and company objectives to resolve complex issues in creative and effective ways
•	Analyze complex issues/situations/data using in-depth evaluation of variable factors
•	Support Product Marketing and Product Management from a competitive perspective by supplying feature/function comparisons of SAS products vis-à-vis competitors’ products 
•	Build strategic working relationships with key contacts inside and outside area(s) of expertise
•	Conduct primary and secondary research in order to set product and departmental direction

Marketing Strategist/Solution Manager                                                                                                                     
July 2002 to June 2005
•	Conduct research on potential software solution ideas via primary research methods such as one-to-one interviews with appropriate solution strategy players and field personnel, virtual team meetings, research meetings, quarterly conversations with Practice Managers, Worldwide Marketing Solution Heads, Regional Consulting Business Managers, Vertical Industry Strategists etc.
•	Continually review trends, analyst research, recent legislation, industry vertical issues to determine solution direction
•	Utilize and collaborate with internal groups (such as Competitive Intelligence Group, Sales Advisory Council, BetterManagement.com) to validate potential solutions 
•	Define and validate potential software opportunities by creating business cases that include: Statement of Industry Market Trends and Prospect Problems, Market Opportunity, Target Market/Industries, Target Persona, Market Size, Product Line/Corporate Fit, Competitors, Distinctive Competencies/Value Proposition, Product Positioning, Tactical Plans, Solution Stack, Price, Internal Awareness (Validation and Execution Stage), External Awareness (Execution Stage), Distribution, Alliances and Partners, Training & Documentation, Professional Services, Master Deliverables Schedule, Financial Analysis, Human Resources Assessment,  Risk Assessment, Market Research Studies, Competitive Analysis, Positioning Document, Deliverables Roadmap, Validation Reports, Other Matrices/Summaries as appropriate
•	Package and launch Field Solutions
•	Create and maintain an Opportunity Portfolio Scorecard and Process Solution Map using SAS software
•	Identify and address missing strategy and support components for assigned marketspace
•	Assist in filling sales pipeline via a variety of marketing events including sales campaigns, industry speakers, lost opportunities review etc.
•	Set Americas’ marketing strategy by identifying targeted companies & industries, develop key messaging, identify industry events and speaking opportunities, modify worldwide messaging for specific geography
•	Create and distribute sales support materials such as flash demos, internal marketing slicks, external interviews, press mentions by industry gurus, customer success stories, reference stories
•	Develop sales methodology and documentation including incentivized programs for sales and services	
•	Increase SAS messaging through a variety of mediums including Industry Analysts, speaking engagements, tradeshows, marketing materials, webinars 
•	Understand and communicate new product release information to the field and industry via roadshows, newsletters, training
•	Work with Product Management to build product feedback from the field into future product releases
•	Understand software differentiators, industry issues, market trends and incorporate into SAS software messaging

 
Software Sales (Systems Engineer and Account Executive)
May 2000 to July 2002
•	Customize and sell solution and consulting packages to match account needs with SAS offerings, along with external partnership offerings
•	Serve as a resource for team members in all aspects of territory management, policies and procedures, marketing goals and objectives, SAS System applications, hardware platforms, market trends and business and industry knowledge
•	Set goals and objectives based on evaluation of territory potential that matches company and divisional initiatives
•	Actively participate in sales calls and presentations; identify goals, evaluate account needs, and design appropriate demonstrations 
•	Apply knowledge of SAS marketing goals and objectives, SAS applications, supported

•	Create global positioning, product marketing plans; provide input for customer acquisition and retention strategies
•	Create, direct, support internal and external product launch plans 
•	Provide input, review and assistance in market message evolution 
•	Create Statements of Position, FAQ, and/or Executive Talking Points 
•	Create market awareness for SAS through thought-leadership activities including articles, whitepapers, speaking engagements and involvement with key 3rd party organizations 
•	Position SAS capabilities for the general market, specific markets and/or applicable buyers (including responses to competitive announcements and media coverage) 
•	Keep abreast of and document specific industry, product, market and competitive dynamics/trends to support outbound marketing efforts 
•	Serve as spokesperson and/or provide content for interactions with press and analyst communities 
•	Provide market driven input for future product and marketing direction by working directly with analysts, consultants, customers, prospects and thought leaders 
•	Responsible for the content of web collateral, printed collateral and sales tools

Principal Product Marketing Manager

•	Analyze assigned market categories using various methodologies and sound research techniques and work with other divisions to develop appropriate recommendations and plans of action
•	Provide direction for business decisions affecting marketing, sales, and research and development through market, customer, and competitor analysis
•	Research, analyze and develop recommendations on existing and new market areas, the competitive environment, and future technology trends
•	Provide information basis for marketing and sales planning; Publish updates on market conditions to track company progress in specialized market niches or product technology disciplines
•	Identify and assess key market issues to help determine company response 
•	Manage multiple research projects and programs to meet the information needs of the corporation
•	Collaborate with other areas of Marketing to provide holistic research materials critical to business planning 
•	Conduct sophisticated analysis of research findings and employ high-level assessment techniques to determine best courses of action 
•	Play a key role in the business planning process for existing and new and emerging products by preparing market and competitive assessments
•	Use wide-ranging experience, professional concepts and company objectives to resolve complex issues in creative and effective ways
•	Analyze complex issues/situations/data using in-depth evaluation of variable factors
•	Support Product Marketing and Product Management from a competitive perspective by supplying feature/function comparisons of SAS products vis-à-vis competitors’ products 
•	Build strategic working relationships with key contacts inside and outside area(s) of expertise
•	Conduct primary and secondary research in order to set product and departmental direction

Senior Market Research Analyst

•	Conduct research on potential software solution ideas via primary research methods such as one-to-one interviews with appropriate solution strategy players and field personnel, virtual team meetings, research meetings, quarterly conversations with Practice Managers, Worldwide Marketing Solution Heads, Regional Consulting Business Managers, Vertical Industry Strategists etc.
•	Continually review trends, analyst research, recent legislation, industry vertical issues to determine solution direction
•	Utilize and collaborate with internal groups (such as Competitive Intelligence Group, Sales Advisory Council, BetterManagement.com) to validate potential solutions 
•	Define and validate potential software opportunities by creating business cases that include: Statement of Industry Market Trends and Prospect Problems, Market Opportunity, Target Market/Industries, Target Persona, Market Size, Product Line/Corporate Fit, Competitors, Distinctive Competencies/Value Proposition, Product Positioning, Tactical Plans, Solution Stack, Price, Internal Awareness (Validation and Execution Stage), External Awareness (Execution Stage), Distribution, Alliances and Partners, Training & Documentation, Professional Services, Master Deliverables Schedule, Financial Analysis, Human Resources Assessment,  Risk Assessment, Market Research Studies, Competitive Analysis, Positioning Document, Deliverables Roadmap, Validation Reports, Other Matrices/Summaries as appropriate
•	Package and launch Field Solutions
•	Create and maintain an Opportunity Portfolio Scorecard and Process Solution Map using SAS software
•	Identify and address missing strategy and support components for assigned marketspace
•	Assist in filling sales pipeline via a variety of marketing events including sales campaigns, industry speakers, lost opportunities review etc.
•	Set Americas’ marketing strategy by identifying targeted companies & industries, develop key messaging, identify industry events and speaking opportunities, modify worldwide messaging for specific geography
•	Create and distribute sales support materials such as flash demos, internal marketing slicks, external interviews, press mentions by industry gurus, customer success stories, reference stories
•	Develop sales methodology and documentation including incentivized programs for sales and services	
•	Increase SAS messaging through a variety of mediums including Industry Analysts, speaking engagements, tradeshows, marketing materials, webinars 
•	Understand and communicate new product release information to the field and industry via roadshows, newsletters, training
•	Work with Product Management to build product feedback from the field into future product releases
•	Understand software differentiators, industry issues, market trends and incorporate into SAS software messaging

Marketing Strategist and Solution Manager

•	Customize and sell solution and consulting packages to match account needs with SAS offerings, along with external partnership offerings
•	Serve as a resource for team members in all aspects of territory management, policies and procedures, marketing goals and objectives, SAS System applications, hardware platforms, market trends and business and industry knowledge
•	Set goals and objectives based on evaluation of territory potential that matches company and divisional initiatives
•	Actively participate in sales calls and presentations; identify goals, evaluate account needs, and design appropriate demonstrations 
•	Apply knowledge of SAS marketing goals and objectives, SAS applications, supported hardware platforms, and marketing trends to assess account needs 
•	Assume responsibility for all activity in accounts and new revenue, both software and services
•	Work with consulting staff to position service solutions and leverage sales opportunities
•	Apply advanced knowledge of SAS products and solutions in sales opportunities
•	Utilize SAS strategic selling techniques with account executives to strategize on prospects and develop strategic sales objectives
•	Provide timely follow up and communications to account team 
•	Maintain in-depth knowledge of SAS sales initiatives, product positioning, pricing, proposals, and models 
•	Work effectively as part of a team for complex sales involving multiple skill sets

Software Sales (Account Executive and Systems Engineer)

Find out detailed information about Emily Robertson-Yeingst,  in Centennial, CO

Emily Robertson-Yeingst: in Centennial, CO

Emily Robertson-Yeingst

Pennsylvania State University, Kutztown