Crystal Berry

CRYSTAL BERRY (T- • (E)- SUMMARY An organized and creative marketing professional with proven skills and a desire to continue growing. Possesses over 14+ years of experience working in a variety of industries and with both B2B and B2C organizations. Proficient in a wide variety of marketing abilities including leadership, planning, strategy, and execution. Looking to utilize my skills to increase company profitability. EXPERIENCE 2018 - Marketing Director - Idera, Inc. (B2B) Present Responsibilities I deliver positive business results. I build the multi-channel marketing strategy (emphasis on digital). I oversee the execution of the marketing and communications plan across all channels inclusive of web properties, social channels, video platforms, email, blog, mobile messaging, influencer marketing, media/PR, SEO, paid search, paid media. I lead the creative conception, development, execution of thematic digital campaigns and manage strategy with agency partners/vendors for web development/design, paid digital media, SEO, paid search, PR, etc. I direct a team of 7 full-time marketing professionals and 4 marketing contractors. I work across business functions to support sales and grow the company. Operationally, I forecast and manage a 7 figure marketing budget and report the marketing performance results. Selected Value Contributions Increased lead to opportunity conversion from 17% to 30%; increased opportunity to deal conversion by 4% by providing sales enablement tools Increased marketing efficiency by 60% Increased transparency and alignment between marketing and sales 2016 - Head of Marketing - Validis (B2B) 2018 Responsibilities Helped to grow a financial technology startup by developing a high quality lead funnel, managing content calendars and campaigns, paid advertising, managing digital and live events, SEO, website management, and working with a PR agency to deliver results. Selected Value Contributions Averaged a MQL to SQL conversion rate of 35% and shortened sales cycle Implemented technology platforms, increasing sales and marketing efficiency Exceeded year one marketing ROI of over 100%; year two ROI of over 200% Digital Marketing Manager - The University of Texas at Austin (B2B/B2C) 2015 - Responsibilities 2016 Promoted CE courses and publications to businesses and professionals for PETEX using digital marketing methods. Selected Value Contributions Delivered a 47% increase in enrollment vs prior year Reduced website bounce rate by 34% through optimization Increased publication sales by 20% CRYSTAL BERRY (T- • (E)- 2007 - District Marketing Manager - Aramark (B2C/B2B) 2015 Responsibilities Promoted food services and customer loyalty programs, in higher education campuses and K-12 districts using traditional marketing methods and employee training. Selected Value Contributions Achieved a 19.6% lift in sales (average lift: 4 to 6%) as a result of re-training staff Drove retail sales up $274K in four months Promoted 3 times TECHNOLOGIES/TOOLS/SKILLS Demand Generation Social Media Marketing Automation (Hubspot, Lead Liaison) WordPress SEO Content Marketing Google Analytics Google Tag Manager Google Ads Bing Ads Google Webmaster Tools Bing Webmaster Tools Salesforce CRM Adobe Creative Suite HTML/CSS Jira Managing large, mixed teams Marketing strategy, planning and budgeting Vendor Relations EDUCATION M.B.A. - Keller Graduate School B.S. - University of Texas at Tyler AWARDS 2012 - 2014 Marketing Center of Excellence Award 2011 - THRIVE Award - Results-Driven Marketing 2009 - THRIVE Award - Marketing Innovation ORGANIZATIONS National Dean's List International Scholar Laureate Who's Who Among Professional Women