Career

ModuleQ is an AI platform that helps customer-facing professionals alleviate the burden of multiple data sources and manually searching for relevant information. I was hired to grow brand awareness, manage marketing priorities and budget, and implement a content marketing strategy. Below are some of my primary responsibilities:

• Go-to-Market Strategy: Define our unique value proposition and translate our differentiation into a compelling product marketing plan that is validated through testing and experimentation. Manage go-to-market (GTM) strategy from persona-mapping to account targeting, into product growth and pricing strategy. Establish KPI benchmarks and operational best practices for internal GTM.

• Marketing Technology (MarTech) and Marketing Operations: Modernize, utilize, and connect the marketing technology stack, starting with the audit of existing tools through the onboarding and integration within the budget restraints of the organization. This allowed for the introduction of lead scoring, business development activity visibility, and created a personalized nurturing process. 

  • Evaluated, negotiated, implemented, and rolled out 5 new tools: Hubspot (marketing, sales, operations, and service automation), Hubspot CMS, ZoomInfo (data enrichment), Google Platform (google ads, google search console, google tag manager), LinkedIn Sales Navigator (sales outreach), and Figma (UX/UI design).

• Brand Strategy: Interpreted and translated leadership's vision for the global brand, including the vision, voice, and visuals, documented into the brand guide.

  • In-depth brand analysis and brand audit translated into a full brand relaunch in under 8 weeks

  • Documented the ModuleQ Brand and rebuilt and launched the global website

• Design System: Provide graphic and product design direction following Atomic Design best practices and ensuring output of the highest standard to reflect our brand. 

  • Implemented a design system (in Figma) for the ModuleQ product that has cut design time in half and reduced the creative burden on the engineering team.

• Content Strategy: Built an innovative in-bound and out-bound content engine that delivers personalized content to the right person at the right time in their buying journey. This engine was fueled through a detailed editorial calendar that captured key content themes and sales plays. 

  • Increased content development by 300% MoM.

• Demand Generation: Promote and nurture demand for the Module AI Platform, while focusing on Return on Marketing Investment (ROMI). Translate business goals into paid media campaign plans with goals around brand awareness and lead generation.

  • Created marketing funnel from top to bottom, including lead capture tactics and lead engagement strategies.

  • Increased SQLs by 245% over 2 months.

Hitachi Solutions is a Microsoft Systems Integration Partner, specializing in digital transformation services across the Microsoft Cloud. I oversee the strategy, development, management, and execution of marketing and brand initiatives across North America. Creating a consistent customer and partner journey that converts and nurtures leads into opportunities, utilizing strong brand design, content strategy, market research, marketing technologies, personalized advertising, and sales enablement. Below are some highlights from my time with Hitachi:

• Brand Strategy: Interpreted and translated leadership's vision for the global brand, including the vision, voice, and visuals, documented into the brand guide. Served as a passionate advocate for the brand throughout the company and managed the brand reputation across integrated marketing plans, campaign strategy, and the entire customer experience.

  • Led the brand and content integration between Capax Global and Hitachi Solutions, completed 6 months ahead of schedule. 

  • Documented the Hitachi Solutions Brand and rebuilt and launched the global website.

• Creative Direction: Provide graphic and content direction ensuring output of the highest standard to reflect our brand. Build strong brand positioning for the overall brand as well as products/sub-brands and match creative tactics to company strategy. 

  • Implemented a digital and collateral design system for the Hitachi Solutions brand that has cut design time in half.

• Content Strategy: Built an innovative in-bound and out-bound marketing engine that delivers personalized content to the right person at the right time in their buying journey. This engine was fueled through a detailed editorial calendar that captured key content themes and sales plays. 

  • Developed and launched a social media strategy that has increased our followers on average 10-15% month over month.

  • Built a content strategy theme, Digital Compass™,  that was later adopted as an overall business strategy around digital transformation.  

• Team Development and Management: Managed and led a remote team of 12 individuals in the daily production and promotion of creative collateral across all communication channels. Transformed the teams’ workflow and remodeled the team’s career paths to inspire a growth and learner mindset. 

  • Since taking over the team they have received 6 new technical certifications and each learned several new technologies.

• Marketing Technology (MarTech) Management: Modernize and connect the marketing technology stack, starting with the audit of existing tools through the onboarding and integration within the budget restraints of the organization. This allowed for the introduction of lead scoring in the organization, transformed sales enablement, and created a personalized lead nurturing process. 

  • Evaluated, negotiated, implemented, and rolled-out 4 new tools at Capax Global: Salesfusion (marketing automation), Hootsuite (social media management), Wordstream (paid-media management), and BrightTalk (webinar platform).

  • Evaluated, negotiated, implemented, and rolled-out 9 new tools at Hitachi Solutions: Adobe Marketo (marketing automation at Hitachi Solution), Sitecore (global CMS), Oktopost (social management), Seismic (sales enablement), Vidyard (video management), Sendoso (direct mail management), Terminus (ABM platform), InsideView (data enrich and data integrity), and Asana (project management).

• Digital Marketing Advertising: Brought our paid-media management in-house to allow for deeper insights and more advanced account targeting strategies. Managed the North America advertising budget, including Marketing Development Funds (MDF) from strategic partners.

  • Recognized by Fifty Five and Five in 2020, as one of the top 25 Microsoft Partners (out of more than 64,000 cloud partners) for Digital Marketing Excellence, based on content marketing across web, blog, and social channels. Their evaluation stated, “A terrific combination of clarity on their website and understanding what value leads are seeking in their content.”

• Go-to-Market Strategy: Direct marketing initiatives and customer offers are promoted, in order to ensure that they align to the global Go-To-Market (GTM) strategy. Provide guidance and subject-matter expertise that contributes to product development and further client insight which drives the strategic conversation around how solution areas fit together to build client-centric services.

  • Finalist for the 2020 Modern Marketing IMPACT Award from Microsoft.  

  • Created and managed a Go-to-Market plan that raised over $1.25M in partnership MDF. 

• ABM Methodology: Collaborate with sales and the GTM team to implement an Account-Based Marketing (ABM) is a framework focused on targeting specific accounts or account segments. Our ABM approach uses targeting techniques with the objective of adding new net accounts and increasing revenue in a target industry by cross-selling and up-selling a variety of services.

Paylocity is a SaaS solution that provides cloud-based payroll and human capital management. I joined the marketing organization to lead the internal creative production process as well as guiding the brand standards across sales, marketing, and the product experience The bullet points below outline some of my major accomplishments a Paylocity:   

• Brand Development and Positioning: Develop branding strategy and guidelines for the Paylocity Corporation and the company’s family of products. Led the direction of the visual identity and graphic development of marketing materials.

• Environmental Design: Coordinate the branding for new office buildings in Schaumburg as well as trade shows like SHRM and the Paylocity Customer Conference.

• Creative Brief: Recommend and implement process improvements that streamlined the development of creative materials, from creative brief to deployment. Managed the life-cycle of creative projects from design to production.

• Cross-Team Collaboration: Provide inspiration and direction on a visual level, lend a critical eye to all creative, structural, and technical output on both print, digital, and user experience.

• Collateral Production: Create materials for a variety of audiences, including employees, executives, prospective clients, and current clients. Design and create print, digital, presentation, and social media content.

• Vendor Management: Provide strong leadership, management, and mentoring to the creative team as well as to vendors and external agencies.

After four years of working for Creative and PR agencies, Boeing was my first move into in-house creative. I had the opportunity to work at the Boeing headquarters in Chicago, supporting the C-Suite and working closely with the communications and creative services teams. Below are some of the highlights from my time with one of the largest B2B brands in the world:

• Art Direction: Worked with the Boeing Frontiers Magazine editorial team as the Art Director and Designer of the monthly employee publication. 

  • Reduced the monthly production time by a full week with improvements to the layout production and creative review process.

• Design Process: Simplified the design process for Frontiers after doing extensive interaction design testing with the audience; this process simplification reduced design production time by 50% over the course of a year. 

• Brand Champion: Member of the Brand Steering, Brand Champion, and Brand Focal teams that manage the Boeing Brand standards, guidelines, and department style guides. 

  • Recognized as the youngest employee to receive the Brand Focal status.

• Collaborate with Senior Executives: Supported Corporate Communications, Human Resources, Brand & Advertising, and Boeing Capital Corporation. Helped develop presentations for C-Suite executives.

Contact

Email: katie.e.allen2525@gmail.com

Located: Chicagoland, Illinois

Education

Years of Experience