Resume

/Resume
Resume 2018-05-07T12:51:52+00:00

REBECCA HIRSCHFIELD

SUMMARY

Confident, versatile and hands-on 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. Extensive experience with inbound and outbound marketing techniques, marketing automation platforms, thought leadership and social media. Able 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.

STRENGTHS

CONCEPTS

TECHNOLOGIES

EMPLOYMENT

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

KnowledgeTree, provider of a SaaS-based document management system

Director of Marketing [Dec 2009 – Feb 2011]

  • Provided product marketing leadership during transition from on-premise, open source project to SaaS
  • Led team of executives and advisors in strategic planning meetings to define company vision, mission, objectives and key initiatives
  • Defined and implemented a revamped partner program that included monthly newsletter and application instance populated with tools, templates and collateral for partner use
  • Investigated, selected and implemented Pardot
  • Managed team of 1.5 FTEs in tactical marketing initiatives, such as newsletters, email campaigns, website development and promotions
  • Created sales tools and presentations that included qualifying questions, objection handling responses and key messages
  • Managed public relations firm to determine PR initiatives, write press releases, review and approve award submissions and secure speaking engagements
  • Implemented and monitored Google AdWords campaign

EDUCATION & CERTIFICATION

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