Carl Ferreira

Team Lead | Senior Account Executive

CoLab Software

I partner with executive engineering leaders in the automotive, heavy equipment, and semiconductor industries to drive business growth through effective engineering collaboration. 
My role involves:
- Identifying process gaps and opportunities for improvement that drive reduced quality costs, faster design reviews, reduced rework, and more finally more innovative products.
- Collaborating with globally dispersed teams to deliver tailored solutions that meet customer goals and drive revenue growth, and margin improvement.
- Deep planning and mapping of complex organizations to facilitate strategic conversations with key leaders.

Enterprise Sales | Key Account Executive

Refine Labs

+ Built Sales process and led transition from founder led sales.
+ Architected sales process to be highly consultative and driven by mutual commitment
+ Coached sales team through 1 major company pivot, 3 new products, and 2 price increases
+ Closed just over 10 Million in New Business in 2022
+ Increased ASP by 30% from 2021 to 2022

Director of Sales

HubSpot

2021
+ Presidents Club
+ Achieved annual number by October
+ Carried my own quota + interim manager in q4 for a sales team without a manager
2020
+ Won Rookie of the Year - Finished over 130% annual number
+ Partnered with Directors to strategize reducing new rep ramp time which was a challenge for the org at the time

+ Pro-actively engage with businesses in the Mid-Atlantic region helping them to build out or evolve their Go-To-Market Strategies

+2020 President's Club
+2020 Rising Star Award | #1 Rookie Sales rep in the Mid-Market & Enterprise Verticals

Account Executive

Ministry Brands

Enabling Communications/Marketing Directors to engage with their donors, funders, and members more effectively driving growth and awareness.

Senior Account Executive

Journal Communications Inc.

-Field sales rep selling print advertising to businesses including major hospitals, universities, and other community leading businesses.

US Navy

Naval Special Warfare

𝗛𝗼𝘄 𝘆𝗼𝘂 𝘀𝗲𝗹𝗹 𝗶𝘀 𝘄𝗵𝘆 𝘆𝗼𝘂 𝘄𝗶𝗻™

+ Built Sales process and took over selling from Founder - I was first sales hire
+ Architected sales process to be highly consultative and driven by mutual commitment
+ Coached sales team through 1 major company pivot, 3 new products, and 2 price increases
+ Closed just over 10 Million in New Business in 2022
+ Increased ASP by 30% from 2021 to 2022

ActiveCampaign

Director of Demand Generation

•	Leading demand gen strategy for 5+ B2B SaaS clients
•	Implemented campaigns that decreased cost-per-opportunity by over 50% over 6 months, largely through improving demand capture and inbound buyer journey inefficiencies.
•	Increased marketing-sourced pipeline by 37% with flat budget, through executing paid social campaigns that drove brand and product awareness in our ICP.
•	Identified and fixed sales funnel process issues which resulted in a 25% reduction in average sales cycle length coupled with an 18% increase in ACV.

Senior Director of Demand Generation

•	Led demand gen strategy for 5+ B2B SaaS clients
•	Implemented cross-channel ABM strategy that resulted in a 42% increase in named account acquisition.
•	Led company from outdated lead gen strategy to true demand creation strategy, resulting in lead > closed-won rate jumping from 0.2% to 10%.
•	Executed an overhaul of Salesforce instance, identifying and remedying infrastructure gaps that led to a 20% increase in sales velocity.

MindTickle

•	Responsible for global go-to-market strategy across all digital acquisition channels, including paid search, paid social, email, chatbot and ABM.
•	Implemented a site-wide chatbot workflow that improved on-site conversion rates by 22%.
•	Created an intent-based ABM framework that nurtured accounts through the intent funnel and delivered a 15% increase in qualified B2B pipeline to the sales organization.

Senior Manager, Digital Marketing

Showpad

•	North America digital marketing manager for B2B SaaS company.
•	Oversaw a multi-channel campaign strategy that resulted in at least 25% YoY growth in ARR contribution from digital acquisition.
•	Was responsible for bringing all digital advertising efforts in-house from the previous agency, and in doing so realized a 38% reduction in customer cost-per-acquisition via paid search within the first two quarters.
•	Implemented Bizible multi-touch attribution infrastructure to gain deeper understanding of customer journey.

Senior Digital Marketer

L2TMedia

•	Manager of 7-person team at digital marketing agency
•	Responsible for overall book of business of ~1000 clients. Implemented a client-facing reporting framework that resulted in a 15% reduction in churn QoQ.
•	Identified service delivery process issues and created a ticketing system with a new SLA framework that improved efficiency by 30%.
•	Developed SOPs, 90-day plans, and training materials that massively improved new-hire onboarding based on employee satisfaction survey results.

Digital Media Manager

•	Supervisor of 3 direct reports at digital marketing agency
•	Managed the accounts of our biggest, highest-touch key client groups, resulting in +55% increase in ARR through account expansion and increased media spend.
•	Awarded “Employee of the Quarter” in Q3 2016 for delivering outstanding results for our clients.

Digital Media Supervisor

•	Responsible for book of business at digital marketing agency
•	Drove a 33% reduction in cost-per-lead through improving paid search account structure, bidding strategies, and keyword selection.
•	Created a new reporting framework that gave better insight into budget pacing, allowing us to improve client paid media budget utilization by 15%.

Digital Media Specialist

General Medical Council

•	Prepared documentation and communicated with relevant parties in preparation for medical tribunals.
•	Organized colleagues’ workloads, assigned tasks and managed progress.
•	Produced in-house training material and led training of new team members.
•	Managed onsite and offsite document storage facilities.
•	Facilitated tribunals by liaising with legal representatives, doctors and the press, swearing in witnesses and managing conferencing equipment.
•	Acted as point of contact for members of the public, by telephone and in person.

Adjudication Assistant

Jazyková škola James Cook Languages s.r.o.

•	Taught both general and business English to public and corporate students, including children.
•	Demonstrated strong communication and analytical skills in the classroom.
•	Provided detailed feedback to students and developed both short and long-term plans to help students reach their potential.
•	Created teaching materials and lesson plans tailored to individual student requirements.  
•	Completed workshops and training exercises to improve key skills.

English Teacher

Hanover Sterling Ltd/Fairline Financial Ltd

•	Managed online marketing accounts with a total annual budget of $2,000,000.
•	Created and executed various marketing campaigns, including paid search marketing, SEO, social media marketing and email marketing campaigns.
•	Performed ROI analyses of all marketing channels, from total spend through to real and projected income.
•	Created search engine optimized copy for a wide range of websites.
•	Worked with and calibrated a variety of software programs, including lead management software, website analytics, CRM systems, landing page optimization programs and presentation software.
•	Worked closely with other departments to provide more qualified leads and establish continuity in the client experience.

PPC Analyst

Add People

•	Managed the online marketing campaigns of around 100 clients.
•	Liaised with clients to establish goals and key metrics, which were reported monthly via phone, email and in-person meetings.
•	Implemented and managed online marketing campaigns, particularly involving paid search and SEO.
•	Responsible for contract renewal and upselling opportunities.
•	Created and managed Google AdWords paid search marketing accounts of clients.
•	Reviewed and corrected my team’s advertising campaigns before they were submitted to clients.
•	Developed resources/tools, metrics, and a review structure to maintain and improve reporting standards.
•	Implemented process improvement initiatives to streamline intra-department communication and production workflow.

Business Development Manager

ARMSTRONG SOLICITORS LIMITED

•	Assisted fee earners in all areas of case management, from initial Letter of Claim through to readying materials for court.
•	Provided extensive overtime support when caseloads required it.
•	Managed fee earners’ workloads and ensured court deadlines and correspondence deadlines were met.
•	Communicated in writing, by telephone and in person with clients, solicitors, insurance companies and court officials.
•	Provided training and helped implement new case management software.
•	Maintained both physical and virtual filing systems, including data input, data cleansing, photocopying and faxing.
•	Managed all incoming and outgoing mail and faxes.

Legal Assistant

Director of Demand Generation @ ActiveCampaign | B2B SaaS | British Dad in the USA

I'm an experienced B2B demand generation leader with a passion for driving revenue growth through innovative marketing strategies.

I have a proven track record of managing the transition from low quality lead generation to true demand creation, having led 12+ SaaS companies on this journey so far. I truly believe that marketing should be judged on delivering revenue and qualified pipeline, rather than delivering buckets of leads that don't turn into won business.

Some highlights of campaigns I've implemented:

Decreased cost-per-opportunity by over 50% over 6 months
Increased marketing-sourced pipeline by 37%
Drove a 25% reduction in average sales cycle length coupled with an 18% increase in ACV

In my current role at Refine Labs, I lead demand gen strategy for multiple clients, allowing me to experiment and learn at scale. I've executed dozens of successful campaigns across multiple ad platforms to drive marketing-sourced revenue, working with wildly different products, audiences, and budgets.

Outside of work, I'm a British dad enjoying life in beautiful Chicago with my wife, daughter, and dog.

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The Battle

Carl Ferreira

Chris Wood

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