Naomi Marr.com

Professional Experience

Awareness, Inc. – (February 2010 – present)  

Part-time Marketing Consultant

• Responsible for lead generation activities, including: email templating, blast development, audience selection, channel selection and media buying, webinar planning, social media campaign support, Search Engine Marketing efforts, and lead processing using Marketo to support an upcoming major product launch.
• Sales enablement responsibilities using Salesforce.com, including: lead routing and prioritization methodologies to determine ROI of all marketing activities. Strategic decision making and course correction recommendations to maximize campaign results and number of leads generated.
• Management of the awarenessnetworks.com site, including: an upcoming full-site redesign, product launch announcements, and a move to a Drupal-based web content management system.

SolidWorks Corporation – (December 2009 – present)

Part-time Community Consultant – Internet Marketing

• Implementing market research communities using Jive for key customers and the SolidWorks Product Definition and Product Management teams. Defined requirements, conducted vendor review, business justifications, and author solicitation and training.
• Conducting SolidWorks.com site-wide audit to provide an executive strategy focused on content, lead generation and flow, and search engine optimization plans for 2010 improvements.
• Lead on an online tour project; including project management, strategic direction, external vendor management, and internal resource management.
• Implement a mapping interface for SolideWorks.com site users to be able to easily find and identify the key SolidWorks bloggers, community users, VARs, and User Groups in their area.

Ciena Corporation – (July 2007 – October 2009)

Director, Web Marketing and Community Management – Global Marketing

• Implemented charter online communities for employees, partners, and customers, resulting in more than 1,000 members in the first six months. Defined requirements, conducted vendor reviews, led vendor negotiations, business justifications, author solicitation and training, legal reviews, content development, launch, and long-term reporting on community health and vitality. Community member management included member acquisition and retention.
• Established presence in external social media channels including Facebook (162 group members), LinkedIn (502 group members), YouTube, and Twitter (412 followers.) Developed comprehensive marketing programs to leverage community channels.
• Managed a Web Marketing budget in excess of $1M. Completed two full-site redesigns (www.ciena.com) and launched a mobile site (http://www.ciena.com/mobile.) Launched a video initiative and directed activities that enhanced and protected the brand, and maximized market share by driving user traffic and lead capture. Set direction and strategy for eight multilingual web sites (similar to http://www.ciena.com/country/ru/.)
• Developed and utilized expertise in web and community best practices, usability standards, the role of Flash and multimedia in a successful web experience, the development of microsites, the specifics of A/B and multi-variant testing to ensure metrics-based decision making practices, and the role of today’s mobile devices.
• Secured partnerships with best-of-breed web service providers and Software-as-a-Service technologists, and managed the on-going relationships; included Omniture, SLI Systems search, Axis41, Hornall Anderson, Thomson Reuters, NASDAQ, Mirror Image, Miner Productions, Open Text, and Salesforce.com.
• Oversaw organic Search Engine Optimization efforts and pay-per-click advertising. Managed web reporting and established metrics to track conversions and ROI. Analyzed and presented web analysis based on key performance indicators and user behavior trends using Omniture Site Catalyst.
• Generated in six months time – 9,562 total records and $649,756.00 total pipeline (open opportunities.) 66 leads converted to sales opportunities, 166 sent to inside sales, and 63 leads active with inside sales.
• Provided senior-level counsel for global online marketing initiatives, including effective communication with all levels of Ciena management.
• Oversaw development efforts, planning, and administration of a global, robust web infrastructure for Ciena.com and supportive applications: included Salesforce.com Content DMS, web CMS, and Silverpop email system.

Tufts University – (2006 – 2007)

Associate Director, Web Communications – University Relations

• Created and implemented the university’s web strategy and developed content, tools, and services for use across the university’s web sites.
• Conceptualized, articulated, and executed strategic direction for the web.
• Oversaw the planning, installation, and daily operations of web technologies such as content management, search engine tools, custom-coded web applications, and web reporting software.
• Designed, implemented, and managed project plans and related resources for department and university initiatives.
• Provided guidance and assignments to technical staff including staff development plans, workload balancing, reviewing/approving group deliverables, problem resolution, fostering teamwork, and acted as an escalation point for any web concerns or issues.
• Defined best practices related to web project delivery, outlined options, detailed pros and cons, and implemented improvements. Utilized veteran knowledge of web production, database driven sites, content management systems, web application architecture, graphic design for the web, User Interface design, Usability Testing, and Information Architecture mapping.
• Interaction with employees at all levels of the university required on a daily basis demanding understanding of politically charged situations, delivery of audience-specific messages, and consensus building.

Progress Software Corporation – (1998 – 2006)

Senior Manager, Software Operations – IT

• Progressed from Web Developer to Manager of Web Production, and then to Senior Manager of E-Business Operations prior to being promoted to Senior Manager of Software Operations.
• Pioneered offshore web development team in Hyderabad, India; gained financial and management support, defined business processes, tracked and reported deliverables, traveled to India and interviewed/hired team members; addressed needs of remote team and helped with cultural acclimation for both the US and India teams.
• Directed multi-faceted organization addressing all aspects of the web project lifecycle including project management, project scoping, development, testing, launch, and maintenance for more than 20 internal and external web sites.
• Managed web environments, including identity management, database-driven distributed content management, security management, fully redundant architectures, single sign-on, search engine optimization, reporting, and lead flow management.
• Managed the corporate business applications HelpDesk team focused on supporting the core mission-critical business applications; tasked with driving HelpDesk science throughout organization.
• Evaluated and recommended appropriate technologies, and provided a road map for implementation and growth.
• Worked with Progress Executives to define web strategies and coordinate activities for mergers and acquisitions.
• Developed and executed on grassroots philosophy of the E-Business Organization as an internal “web agency” within IT. This philosophy helped to provide direction, compete against external vendors and partner with the businesses more effectively.
• Expanded service offerings to include services typically offered by external agencies and justified headcount expansion through metrics, reporting, superior service levels, and improved client satisfaction.
• Enhanced the sales cycle by developing web-based solutions for lead generation, lead flow, campaign tracking, metrics, and reporting via web forms, activity tracking, and integration with sales force automation systems.
• Provided leadership and technical expertise for web production team to successfully complete over 500 requests per month.
• Completed worldwide conversion of corporate web sites into new content management software; developed training materials and instructed classes worldwide to educate business users on how to maintain their own content.
• Interacted with internal clients throughout the world and maintained relationships with external vendors to leverage corporate marketing efforts and standards. Completed redesign of 3,000 page corporate web site.

Sybase, Inc. – (1994 –1998)

Team Leader – Direct Media Marketing

• Corporate Marketing Communications Metrics and Reporting Task Force Leader, and participated as a Vendor Management Task Force Member charged with producing a 25% cost savings.
• Successfully completed over 65 campaigns, with one campaign generating over 10,000 leads.
• Served as program manager, handling all aspects of direct marketing campaigns including list recommendations, internal and external list acquisition, target audience determination, coordination with internal marketing departments to leverage overall themes, determination of package format, development of incentives and offers, and management of external vendor relationships, including mail house, creative, print, and copy writing.
• Developed process to code advertising campaigns and track effectiveness.
• Worked with media and advertising agencies and representatives, graphics firms, and Sybase partners to coordinate advertising campaigns, from photo shoot through completion.

Education

Northeastern University

Bachelor of Science in Business Administration – March 1995

Majors in Marketing and International Business

Technically proficient in HTML, JavaScript, CSS, content management software packages to serve dynamically generated pages, Adobe Photoshop, DHTML, Macromedia Flash and backend web architectures.