REBECCA HIRSCHFIELD

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SUMMARY

Confident professional with over 25 years in multiple marketing disciplines, including: strategy, product marketing, marketing communications, digital marketing, and content marketing. Expertise with branding, messaging, campaign execution, and event management. Hands-on experience with inbound and outbound marketing techniques, marketing automation platforms, thought leadership, SEO, and marketing metrics. Ability to distill complex technical information into a coherent and powerful piece of content that conveys business value. Highly-regarded team member and manager. Mad organizational skills. Exceptional oral and written communication abilities. Quirky sense of humor.

EMPLOYMENT

Global Learning Systems – a provider of cyber security training for businesses and their employees

Director of Marketing [July 2018 – present]

  • Spearheaded the creation and adoption of a new brand identity, replacing a dated logo with a vibrant, modern one; rebranded all collateral, letterhead, business cards, trade show graphics, document and presentation templates and more
  • Redesigned an outdated and technically-challenged website to reflect the new brand and utilize a WordPress back end for easy maintenance; rewrote all the main pages and created a product catalog with course listings where none previously existed
  • Developed key messages for the company with input from other members of the leadership team and Gartner analysts
  • Used BrightEdge SEO platform to research and assign over 700 keywords, perform keyword competitive analysis and optimize pages; moved keywords up nearly 100 positions per month and dramatically increased page 1 rankings
  • Introduced a marketing analytics dashboard using Google Data Studio to visualize key metrics across systems and within Google Analytics
  • Created a client newsletter delivery platform using WordPress that enabled over 150 clients to receive a customized quarterly publication while streamlining a previously time-consuming process
  • Strategized, planned, created, and executed email campaigns within Act-On while overcoming significant difficulty around the integration with SugarCRM; steadily increased open and click rates with the use of A/B testing
  • Secured 3 best product awards from Cyber Defense Magazine
  • Was instrumental in the launch of a key training product, including sales enablement, proposal text, and content

Secure Anchor, a cyber security consulting firm

Director of Marketing [July 2017 – March 2018]

  • Led and executed all marketing and lead generation initiatives for this small, growing consultancy, including email campaigns, social media, online and live events – a series of 6 webinars averaged 200 registrants each
  • Introduced a fresh and vibrant brand identity package with brand manual, style guide and templates
  • Used Pardot marketing automation system for broadcast and nurture emails; led the transition to InfusionSoft
  • Wrote blog posts and accompanying social media across multiple sites and platforms
  • Ghost-wrote an article on insider threat published online by Harvard Business Review

3D Results, an SAP SuccessFactors implementation partner

Director of Marketing [Jan 2015 – May 2017]

  • Established the marketing function and operations, introduced new brand elements and enforced brand standards
  • Implemented HubSpot marketing automation platform with Salesforce.com integration
  • Created a thought leadership program consisting of monthly webinars, “Ask the Experts” live forums, blogging and social media – produced 20 online events that averaged 100 attendees each
  • Authored and updated over 50 collateral pieces that reflected key messages and capabilities
  • Delivered the most successful showing of the company at SuccessConnect tradeshow in 2015, and managed event logistics and personnel for other shows
  • Worked collaboratively with practice leaders on strategic marketing initiatives, product launches, brochures, case studies and lead generation
  • Managed a team of two junior marketers, providing supervision, review and mentoring
  • Managed the marketing budget, expense tracking and outside vendor contracts

Meridian Knowledge Solutions, provider of a SaaS-based learning management system (LMS)

Director of Marketing [Mar 2013 – Aug 2014]

  • Provided strategic direction for all marketing initiatives and campaigns, including webinars, surveys, tradeshows and lead nurture
  • Developed key messages for different market segments and ensured those messages were adopted company-wide
  • Led product marketing and launch efforts with a cross-functional team to define and deliver launch materials and train client-facing staff
  • Served on management committee charged with undertaking high-level company initiatives, operations and staff compensation/evaluation
  • Rebranded the company with a new logo, tagline, messaging and website; created style guides and templates
  • Authored numerous white papers, blog posts and brochures; produced keyword-rich website content that boosted site SEO ranking
  • Supervised marketing manager and mentored interns; managed relationships with marketing service vendors including design and PR; managed marketing budget, tracked expenses to budget and provided business cases for spend requests

Amber Road, provider of a SaaS-based global trade management system

Product Marketing Manager [Mar 2011 – Feb 2013]

  • Key contributor to renaming/rebranding initiative; rewrote approximately 60 brochures, case studies and white papers; planned launch activities; coordinated efforts of team members
  • Led product launch activities for new release of Export product, including release notes, “What’s New” document and other communications; revised collateral, presentations and sales enablement tools; coordinated team activities using launch checklist
  • Scheduled and participated in high-level messaging interviews with senior management team, documented results; and distilled relevant information
  • Authored white paper on deemed export compliance for healthcare professionals, blog posts and ghost-written articles for company execs in industry publications

EDUCATION & CERTIFICATION

  • The Johns Hopkins University, Baltimore, MD: MBA, and BA, Natural Science
  • Pragmatic Marketing training
  • HubSpot Inbound Marketing certification
  • BrightEdge SEO platform certification

STRENGTHS

CONCEPTS

TECHNOLOGIES