Resume | Erin Van Leer

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 Erin Van Leer www.linkedin.com/in/erinvanleer GROWTH MARKETING LEADER Charlotte, NC Demand Generation | Digital Marketing | Marketing Operations CORE COMPETENCIES CAREER SUMMARY Executive Marketing Leader who specializes in driving pipeline and revenue growth. I have spent > Strategic Digital Marketing the last 12 years in marketing and work with cross-functional teams and multi-million-dollar Initiatives for B2B SaaS budgets to build, scale, and optimize demand generation programs. My approach is data-driven, with a focus on using iterative experiments to improve funnel conversion rates. > Revenue Growth & Strategy > Lead Generation & Conversion > Operations Management PROFESSIONAL EXPERIENCE > ABM & Campaign Strategies > Content Development DIRECTOR, DEMAND GENERATION – LIGHTSPEED SYSTEMS | AUSTIN, TX 2023 - 2024 > SEO & SEM Strategies > Led a high-performance team with a $3M budget to build a demand generation program that focused resources on areas of greatest opportunity and scale, resulting in 55% growth in > Analytics & Reporting qualified pipeline, 72% more bookings, and a 21% lower cost per lead year over year. > Process Improvement > Elevated our success at key industry events through expanded promotion, on-site brand > Leadership, Training & Mentoring placement, and attendee engagement activities to capture 12% more of our target audience on average and deliver an 57% increase in pipeline from events overall. > Budget Management > > Drove investment in content marketing and collaborated with peers to improve messaging Global, Cross-functional & and deliver content that drove a 25% increase in organic web traffic and a 59% increase in Executive Collaboration pipeline originating from organic search, which was already our strongest pipeline source. > Goal Management & Attainment > Operationalized intent and engagement data in expanded channels to personalize and > Project Management multiply touch points along the buyer journey and boost lead to MQL conversion rate by 8%. > Customer Experience > Executed SEM tests and improvements that elevated conversion rates by 77%, raised CTRs > Relationship Building to more than double the averages for our industry, and lowered cost per new contact by 21%. > Outbound Sales Efforts > Streamlined meeting booking experiences and internal processes to drive more meetings, increase MQL to SQL conversion rate by 8%, and reduce manual effort for internal teams. > Guided the design and implementation of Salesforce and Pardot infrastructures that increased visibility and accuracy of attribution and engagement data. Paired with process optimizations and new reporting dashboards, the improvements provided a repeatable and efficient way to identify performance gaps and opportunities, pivot quickly, and execute new tactics at scale. DIRECTOR OF DEMAND GENERATION – CENTERCODE | LAGUNA HILLS, CA 2020 - 2022 > Directed a cross-functional team of 5 marketing and sales development professionals to construct a robust demand generation program through multi-channel initiatives and cross-collaboration to strengthen sales and establish marketing strategy alignment, generating high-quality leads and delivering 30% growth in annual revenue. > Leveraged paid ads in Google, RollWorks, and social platforms to improve targeting and messaging, driving a 15% increase in new MQLs QoQ and a 12% reduction in CPL, resulting in qualified pipeline growth of 280% and a 514% escalation in revenue from paid ads. > Effectively built the SDR team from the ground up, including creating process automation, developing nurture strategies and messaging to improve pipeline velocity, and establishing reporting and analytics to increase visibility. > Devised and deployed strategic cross-channel ABM campaigns, leading to a 40% increase in MQLs YoY with an average of 16% QoQ growth in marketing-sourced pipeline. > Cultivated, mentored, and directed a high-performing team of creative and marketing professionals with a $1M+ budget by establishing processes, reporting, and sales outreach strategies to capture and nurture leads, successfully converting more leads into deals. > Designed revenue and demand gen analytics reports to identify and bridge gaps, as well as improve the visibility of sales, maximize success traceability, and uncover ROI achievements. > Developed an operational infrastructure using process optimization and technical tools like marketing automation and CRM, including HubSpot and Marketo, to build out the lead scoring system and improve lead flow, reducing time to first call, resolving qualification gaps, and boosting lead quality.

…DIRECTOR OF DEMAND GENERATION - CONTINUED > Utilized website conversion analysis to drive a holistic effort of form and landing page optimizations, including identifying, assessing, and introducing the Chili Piper booking tool to escalate demo requests by 12% and increase immediate bookings by 10%. > Streamlined project management processes to optimize a strong foundation for the team, drive cohesive collaboration, enhance visibility for management, and increase efficiency, resulting in escalating content delivery to the highest in 1 year compared to historical outputs. > Produced thought leadership content, interactive experiences, SEO strategies, virtual events, speaking engagements, and partnerships to generate top of funnel, organic leads, resulting in 2X growth in new MQLS in year 1 with 18% growth in MQLs YoY from those efforts. > Seamlessly migrated the CRM and marketing automation systems and implemented HubSpot structure, strengthening efficiencies, future-proofing the tech stack, and enabling business scalability. > Built marketing analytics and reports from the ground up to uncover new opportunities and resolve key stakeholder concerns, enhancing transparency to drive continuous improvements. CONTENT MARKETING DIRECTOR – CENTERCODE | LAGUNA HILLS, CA 2019 - 2020 Led the production agency team and worked closely with internal SMEs to define marketing functionalities, create a content roadmap, > devise a strategy, maximize the budget, coordinate timelines, manage projects, refine messaging, and create a style guide, pivoting the company positioning as a thought leader and category builder in beta testing. Established the company’s entire content strategy and production agency to deliver high-quality digital content and sales collateral, > generating awareness to top of funnel leads, and expanding mid-funnel MQL engagement by 22% YoY. Strategized and designed interactive content, resulting in a 50% increase in new MQLs compared to the company’s static content. > Supported and implemented COVID-19 responsive efforts, including to the Octane organization, influencing the CEO to win the Best OC > Tech Company CEO Award against 70+ local CEOs. Spearheaded a robust content strategy to bridge gaps in the content funnel, improving MQL re-engagement, and boosting down-funnel > conversion rates. B2B MARKETING MANAGER – CENTERCODE | LAGUNA HILLS, CA 2017 - 2019 > Rebuilt the inbound marketing program to position Centercode as a top beta testing company, resulting in heightening MQL lead flow. > Strategized on lead re-engagement and nurturing efforts, as well as enhanced the Marketo implementation to improve lead scoring, qualification, and email campaigns, as well as strengthening lead conversions. > Utilized Marketo and social media platforms to promote new content to existing and prospective leads, enhancing awareness, visibility, and lead generation. > Monitored Google Ads and Analytics accounts while crafting new campaigns and identifying strategies to expand the company’s online presence, influencing lead generation improvements. MARKETING REPRESENTATIVE – RAMPF HOLDING GMBH & CO. KG | GRAFENBERG, GERMANY 2012 - 2016 > Coordinated high-end trade shows and events for 6 subsidiaries worldwide by directing strategy, working closely with clients, managing logistics, and facilitating construction of 100+sqm booths, contributing to $30M in profit growth and influencing global expansion. > Rebranded the company by creating multi-channel marketing campaigns for diverse sales teams and designing incentive programs to foster channel partner relationships, improving branding representation and global alignment. > Researched a dynamic system to allow flexible booth configurations, leading to lowering exhibition costs by 35%, refining organization efforts, and increasing brand recognition. ADDITIONAL EXPERIENCE DOCUMENT CONTROL AND LOGISTICS – CAL TECH PRECISION | ANAHEIM, CA Ready to start the FLOAT DECORATION CREW CHIEF – CHARISMA FLOATS AND DESIGNS | PASADENA, CA conversation?
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 EDUCATION BA, INTERNATIONAL BUSINESS / GERMAN – CAL STATE UNIVERSITY FULLERTON | CA