I am a strategic and hands-on tactical, results-driven, growth and full-stack chief marketing leader and chief digital executive for B2B and B2C companies – start-up to global – with considerable expertise in: retail, eCommerce, high-tech (enterprise software, cloud, SaaS subscription), healthcare and cybersecurity. Conceives and implements innovative sales and data-driven marketing, digital demand generation/customer acquisition, ABM, customer experience and highly effective engagement strategies with closed-loop ROI to ignite digital transformation and sustained, profitable growth.
CORE COMPETENCIES
- Reinvigorate strategy, build tactical sales, data-driven demand generation/customer acquisition, customer experience and performance -based marketing initiatives
- Manage product from inception to release: product marketing, commercialization, market research, competitive analysis, pricing and communications
- Recruit, train, mentor, lead and motivate staff
- Develop sales, merchandising, promotional pricing strategy and tactics aligned to target buyer
- Strategize/recruit/activate programs with channel partners/distributors, coupon/loyalty and content/influencer networks
- Maximize SEO: keyword research, content/blog optimization, backlinks and analytics set-up
- Build competitive strategy, sales enablement tools, battle cards, sales training, customer/prospect surveys/research and win-back/growth marketing campaigns
- Launch data-driven digital paid media, SEM strategy, content, growth marketing and demand generation/customer acquisition across: behavioral marketing, search/intent, PPC, remarketing, retargeting, banner ads, paid and organic social, Google shopping, influencer and affiliate marketing
- Optimize video/search/display/shopping campaigns for demand capture/reactivation (Google/Meta)
- Develop detailed attribution/reporting/analytics tracking/conversion rate/cost metrics: AOV, CAC, churn, DAU, LTV, MAU, NPS, ROAS, ROI and WAU
- Select and implement marketing technology
Michael E. Donner has 20 years experience in strategic and tactical marketing and demand generation.
Branding and Full-Stack, PerforMance Marketing Experience
Competitive Marketing Advantage
Client Chief Marketing and Digital Officer
2022 -
Full-service growth marketing and demand generation agency; providing interim CMOs and CDOs on 6-12-month on-site, exclusive engagements for the various DTC, B2C and B2B start-up and global, private and/or public companies
Chief Marketing Officer
2022 -
Privately held, (pre-series A), DTC eCommerce: men’s and women’s Telehealth subscription service: Hormone and Testosterone Replacement Therapy, Primary Care, Nutrition and Life Coaching
- Rebuilt/launched/managed eCommerce sales, performance-based marketing, advertising, affiliates, creative services, digital and retention
- Reduced cost per lead from $38.50 to $6.80
- Increased patient subscriptions 111% Q/Q, reduced CAC by 133% and increased lead volume and quality by 250% with full-stack, data-driven marketing
- Overhauled and launched new messaging and value-proposition; new optimized product offering; and SEO optimized website in 45 days
- Created new online, touch-free, AI sales conversion model reducing time-to-onboard patients from 3 weeks to 72 hours
Chief Marketing Officer
2020 - 2022
Privately held, Telehealth, home health/RPM, COVID-19 and IoT/smart technology SaaS subscription products
- Spearheaded strategic and tactical branding, digital, customer acquisition, customer engagement, customer experience and performance-based marketing resulting in 500+% customer and revenue growth YoY, with increases in engagement (105%) and social impressions (280%) YoY
- Conceptualized, authored and executed weekly integrated digital demand generation and growth marketing campaigns averaging 16% conversions with a 65.8% increase in qualified web traffic YoY and 1,645 SQLs
- Launched in-house PR, analyst and awards outreach program resulting in winning 106 global awards in 2021 (no entry fees paid)
- Designed and managed a marketing/sales infrastructure for data-driven lead nurturing, ABM, campaign/pipeline tracking and ROI analysis
- Created strategy and drove tactical implementation, sales enablement, digital and PR promotions for product launches
Competitive Marketing Advantage
Full-Time, On-Site, Dedicated Client Interim Chief Marketing and Digital Officer
2014 – 2020
Full-service growth marketing and demand generation agency; providing interim CMOs and CDOs on 6-12-month on-site, exclusive engagements for the various DTC, B2C and B2B start-up and global, private and/or public companies highlighted below:
(FKA SocialSurvey)
Chief Marketing and Digital Officer
VC start-up, SaaS subscription, customer and employee experience and engagement, online reputation management platform
- Rebuilt/launched/managed data-driven, performance-based marketing, ABM, digital, demand generation, branding, inside sales operations/infrastructure and outreach
- Designed/deployed/managed marketing/sales program for lead nurturing, campaign/pipeline tracking and ROI analysis
- Created weekly digital demand generation/growth marketing campaigns resulting in 80% discovery calls, 50% demos and 20% conversions
Executive Director, Global Cloud Marketing Leader
Privately held, US$43 billion, B2B eCommerce marketplace, SaaS subscription provider of cloud services/infrastructure/IoT
- Directed strategy, tactical marketing and eCommerce demand generation in 26 countries for cloud division
- Launched integrated performance-based marketing, eCommerce and digital marketing campaigns, events, product bundles and social engagement resulting in 157% reseller, 414% subscription and 398% seat growth YoY
- Commercialized social, eCommerce and digital channels creating US$1M+ net new marketing margin
- Crafted/launched new messaging, go-to-market strategy and sales support tools for five product acquisitions
- Designed Marketing Hub to boost collaboration, generate net new margin and improve reseller/vendor engagement by centralizing global vendor brand, marketing, sales and content assets
Chief Marketing Officer
Prior to acquisition (NYSE: CI), a VC start-up, DTC & B2B eCommerce, SaaS subscription, Telehealth services provider with 10+ million members
- Launched enhanced mobile app (iOS and Android) and customer engagement website
- Brokered and managed strategic marketing alliance with Walgreens to promote engagement and utilization
- Grew registrations 42%, engagement 64%, utilization 44% and retention 97% YoY after launching new data-driven engagement marketing programs
- Created weekly direct-to-consumer and B2B performance-based demand generation/customer acquisition engagement campaigns
- Designed, launched and authored interactive Marketing Hub with 275+ growth marketing/engagement materials, ready-to-go campaigns and content for clients to customize and implement in their local markets
- Directed/managed P&L for in-house agency; produced 500+ growth marketing/engagement jobs per quarter
(FKA BeMyDD)
EVP, Chief Marketing and Digital Officer
Angel-funded, DTC & B2B eCommerce, subscription ridesharing service in 76 cities in 31 states
- Project managed design/build of mobile app (iOS and Android) and enhanced eCommerce growth marketing and customer experience website
- Launched joint eCommerce growth marketing and strategic partnerships with Total Wine & More, BevMo!, Ciroc and Jack Daniel's to promote engagement, expand brand awareness and drive eCommerce sales
- Achieved 1,014% increase in new account sign-ups, 74% increase in web traffic and 38% increase in sales YoY
- Launched new brand/go-to-market strategy in 30 days through social, digital, PR and performance-based demand generation/customer acquisition
- Created data-driven demand generation/customer acquisition programs to boost conversion and engagement; increased January sales orders 33% and new account registrations 53% YoY in historically the slowest month
- Positioned company as a viable alternative to Uber and Lyft resulting in 700+ media and social placements
- Designed, measured and optimized mobile customer acquisition strategy and funnel
SVP, Chief Marketing Officer
VC start-up, B2B SaaS subscription, Artificial Intelligence (AI) software for lead generation and marketing/sales automation
- Launched new brand, value proposition, messaging, go-to-market strategy and growth marketing initiatives in 60 days
- Designed, built, deployed and managed a sales/marketing infrastructure for content, growth and engagement marketing, performance-based demand generation, digital marketing, lead nurturing, ABM, campaign/pipeline tracking and ROI analysis
- Implemented a marketing automation tool, SEO optimized website and hired/managed an inside sales team
- Transitioned company from exclusive automotive focus to broader enterprise vertical markets
- Created 199 opportunities, 1,008 qualified leads and boosted web traffic 1,119% in six months
- Increased Salesforce.com app exchange downloads and conversions 600% in three months
- Authored premium content, built/launched social media and PR outreach and grew Salesforce chatter audience 109% via weekly integrated data-driven demand generation/customer acquisition and growth marketing campaigns
Nuvei (NASDAQ: NVEI)
(FKA GlobalOnePay)
Chief Marketing and Digital Officer
GlobalOnePay was a privately held, B2B, Fintech provider of payment processing technologies and merchant services
- Consolidated multiple acquired entities/technologies and launched new disruptive company/brand in 90 days
- Created messaging/value proposition, go-to-market strategy and globally launched PR, data-driven demand generation and growth marketing initiatives
- Designed/rolled-out SEO optimized website, premium content, social media presence, performance-based growth marketing, ABM and digital customer acquisition
Akamai Technologies (NASDAQ: AKAM)
(FKA Prolexic Technologies)
SVP, Chief Marketing Officer, Prolexic
2011 – 2014
Prolexic was a VC start-up, provider of cloud-based perimeter cybersecurity subscription services prior to acquisition
- Developed sales and data-driven growth marketing strategy, messaging, value proposition, brand and competitive differentiation
- Spearheaded performance-based marketing and inside sales, driving rapid growth: US$14 to US$70 million revenue, 44 to 220 employees and 210 to 450 clients, culminating in US$370 million acquisition by Akamai (2,366% return for PE firm)
- Hired as sole contributor; recruited, trained and managed 16-person product, global performance and growth marketing, ABM and inside sales team
- Launched data-driven demand generation programs in Arabic, Chinese, English, French, German, Japanese, Portuguese and Spanish
- Initiated in-house PR/social media resulting in 800+ articles, 10+ analyst reports, 1,250+ blogs and 60,000+ social posts
- Launched SEO initiative resulting in 24 keywords on first-page of Google in 2013, compared with zero six months prior
- Generated 27,063 demand generation campaign registrations (1,265 deals) in 2013 vs. 6,222 in 2012 (232 deals)
- Created 187 inside sales deals in 2013 (US$24 million) vs. 61 in 2012 (US$6.2 million)
- Created 80 direct response campaigns which generated 125 opportunities and US$16.28 million pipeline in 2013
- Increased inbound leads from call center: 6,682 in 2013 vs. 3,124 in 2012, generating a 27.3x ROI
- Increased website visits: average 82,035/month in 2013 vs. 25,000/month in 2012
- Optimized Google AdWords program: conversions 3,976 in 2013 vs. 1,069 in 2012, cost of conversions US$140.61 in 2013 vs. US$317.93 in 2012 and 144,349 clicks in 2013 vs. 70,701 in 2012
Tech Data (NYSE: SNX)
VP, Marketing Services and
General Manager, TD Agency
2010 - 2011
US$24 billion IT distributor with US$60+ million ad, event, growth marketing, demand generation/customer acquisition agency
- Led all new business account pitches, quarterly client reviews and client escalation issues
- Managed US$60+ million division and P&L for 75+ person, full-service, advertising/event/growth marketing/demand generation eCommerce agency with blue chip client list: Acer, Apple, Avaya, Cisco, EMC, HP, IBM, Lenovo, McAfee, Microsoft, Oracle, Sage, Sony, Symantec, Toshiba, VMWare and Xerox
- Launched new value proposition (Connect, Engage and Deliver) with go-to-market strategy and the Market Discovery consulting program to help clients uncover additional value and opportunities to grow revenues and global reach
- Expanded agency services to include SEO, SEM, social media, data-driven demand generation/customer acquisition and ROI tracking
- Secured 104% revenue/profitability targets for agency and US$17.5 million in new business in first quarter of re-launch
Vocera Communications (NYSE: SYK)
(FKA: IntelliDOT and Patient Safe Solutions)
SVP, Chief Marketing Officer, IntelliDOT
2008 - 2010
IntelliDOT was a VC start-up, provider of healthcare IT software, hardware and services prior to acquisition
- Generated 569 qualified leads in six months, resulting in US$42.6 million pipeline growth
- Reduced cost per lead from US$3,027 to less than US$125 (US$7 for eMarketing)
- Added US$10.9 million to pipeline within first quarter of implementing inside sales, delivered 7.8% qualified response and reduced sales acquisition costs by US$2 million
- Developed business strategy with operational sales/marketing program to penetrate critical access market, managing P&L and building pipeline with deals averaging 61% margin
- Secured product demo on the Oprah Winfrey Show with Dr. Oz and Dennis Quaid
- Grew sales, market share and brand awareness, culminating in fast and profitable exit for founders and private equity investors
Capgemini (CAP: EN Paris)
VP, Global Head, Demand Generation
2006 – 2008
Paris-based €7.7 billion provider of consulting, technology, eCommerce and outsourcing solutions
- Created/implemented strategy, business plan and managed tactical launch for global demand generation, digital marketing and growth marketing service center operated as a P&L by uniting 40 regional marketing groups and reducing global spend by €2.7 million in 12 months
- Launched/directed/managed global rollout of Google Enterprise Apps in 40 countries which generated media coverage in 900+ outlets and added €1.3 billion to sales pipeline
- Launched NA BPO business in 30 days and successfully managed and served as key spokesperson in 70 media/analyst briefings
Allscripts Corporation (NASDAQ: MDRX)
(FKA Eclipsys Corporation)
SVP, Chief Marketing Officer, Eclipsys
2004 – 2006
Eclipsys was a US$383 million provider of healthcare IT technology, outsourcing and services prior to acquisition
- Launched new brand image, repaired external reputation and introduced product marketing and integrated demand generation
- Transitioned from laggard position to analyst validated market leader in IT outsourcing and CPOE physician adoption
- Reduced company investment in four-day user conference by 92%, 1,200 attendees, generated US$818,000 in registration fees (36% increase YoY) and US$297,500 in partner sponsorships (20% increase YoY)
- Spearheaded branding, growth marketing, ABM and sales initiatives which grew pipeline 45% enabling company to achieve profitability within 12 months with a 24% increase in revenues and a net income of US$485K vs. US$32 million loss the previous year
IBM (NYSE: IBM)
(FKA as Telelogic AB)
Corporate VP, Global Marketing and Communications, Telelogic
2001 – 2004
Telelogic was a US$117 million provider of application development software and services prior to acquisition
- Merged five diverse corporate/product acquisitions into a single global brand and launched new integrated product suite
- Spearheaded initiatives which enabled the Americas division to increase contribution margin 300% (turned a US$1.9 million loss to a US$4 million profit) and reduced sales and marketing expenses 51% (US$10.4 to US$5.1 million)
- Transitioned company from point product to integrated solution suite sales (60% of bookings)
- Diversified product portfolio from 48% telecom reliance to military/aero 31%, telecom 30%, finance/banking 7% and auto 7%
- Recruited, established and managed budget and P&L for nine-member, India-based, multi-lingual growth marketing inside sales team which generated 2,000+ leads, resulting in US$2 million in new business revenue in the first year
- Effectively motivated and managed 44-person team in 14 countries and oversaw budget in nine currencies
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