Kendall Carraher: Demand Generation – Email Nurture in San Jose, CA

Responsible for defining, articulating and executing regional email nurture campaigns Key achievements and responsibilities include: • Collaborate with cross functional teams of internal stakeholders to manage development and execution of online marketing assets including emails and landing pages • Standardize efficient and scalable processes for email program execution touching one or multiple solution areas • Deliver customer-centric, rich email experiences to drive engagement and revenue • Continually analyze all email programs and refined for improved performance • Produce bi-weekly reports for stakeholders and senior management outlining results and opportunities for improvement • Consistently communicate with internal stakeholders regarding results, deliverables and statuses of programs with a focus on analysis of user engagement and pipeline

Metric driven regional online event lead for VMware solutions and segments Key achievements and responsibilities include: • Lead the strategy, planning and execution of online demand generation webcasts and virtual events • Developed, managed, and optimized promotional campaigns across all digital marketing channels including search, email, social and web • Developed KPIs, standardized test reporting and dashboard templates in partnership with the Global Marketing Operations team • Closely tracked campaign effectiveness and cost to maximize ROI; achieved 20x program ROI annually • Identified key tactics to increase attendee engagement and interaction • Oversight of full-time contractor • Responsible for budgetary planning and control of all online event marketing expenses • Cultivated strong internal working relationships to drive collaboration across major internal solution marketing and global marketing teams • Collaborated with stakeholders on awareness of online events with focus on marketing attribution and end-to-end measurements

Responsible for launching digital marketing programs and tracking all resulting leads and ROI Key achievements and responsibilities include: • Designed and implemented several on-line downstream marketing programs including programs to heighten market place awareness and lead generation for launch of new business division • Responsible for marketing automation, marketing database and lead funnel tracking • Represented marketing on a task force that successfully developed and implemented the company-wide move to a new CRM tool and was responsible for monitoring and improving the system and usability post-implementation • Managed the marketing automation and customer relationship tool for the marketing and sales departments. • Oversaw customer programs and worked closely with all Animal Health departments.

• Worked for and reported to the Director of Marketing - Animal Health • Successfully learned the entire product line and demonstrated the ability to communicate the features and benefits • Worked with channel marketing to develop external sales programs • Developed programs and campaigns for targeted market segments • Gained an understanding of the customer base by working directly with customers and sales representatives