Kacyn Goranson

Exceptional Marketing & Consulting

Fractional marketing consultant and strategic lead providing assistance to multiple businesses at different stages, encompassing activities such as account-based marketing, operational process design, technical setup, and go-to-market strategy. 

Contracts span across various industries including real estate, recruiting, technology and marketing.

➥ Plan, execute, and optimize account-based marketing campaigns, resulting in increased target engagement and conversion.
➥ Direct all aspects of product marketing and positioning, including content development and in-depth persona research, to enhance market presence.
➥ Orchestrate successful product launches by conducting thorough market research, crafting strategic positioning, and developing effective go-to-market strategies.
➥ Develop and implement data-driven marketing strategies, utilizing analytics and market research to make informed decisions and drive growth.
➥Build, launch and optimize digital marketing efforts across various channels, including SEO, SEM, social media, email marketing, and content marketing, significantly boosting customer acquisition and engagement.

Vice President of Marketing | Demand Generation | Product Marketing

Worksuite

Developed and executed a comprehensive marketing strategy to increase brand awareness and generate revenue growth, including rebuilding the MarTech stack, creating a public relations plan and establishing formalized customer and internal communications strategies. 

➥ Drove a 52% increase in ARR value of opportunity creation in Q2 by boosting MQLs from Trials by 33% QoQ and MQLs from Demos by 86% QoQ through UX/UI enhancements and targeted paid search and social ads within our ICP.
➥ Collaborated with SDRs to develop weekly persona-focused messaging cadences, increasing MQL to SQL conversion rates from 10% to 30% over four months.
➥ Partnered with Finance to establish a 'Proxy' for best-fit customers and prospects, optimizing marketing and sales spend and efforts.
➥ Shifted from a lead-based to an account-based sales motion, targeting high-value accounts with higher annual revenues, and trained Marketing, BDRs, and Account Executives in this approach.
➥ Integrated the MarTech stack and developed executive-level dashboards and reporting systems for KPI visibility.
➥ Implemented internal communication strategies in partnership with People Success, enhancing employee engagement.

Vice President Marketing | Revenue-Driven Strategy | Demand Generation 

RevSure AI

Owned all go-to-market strategy planning, execution and implementation for this seed-stage start-up using AI to forecast pipeline and accelerate revenue, I drove tangible results in a short period of time. Partnering with Sales to achieve goals targeting $1M in revenue. 

➥ Achieved a 203% month-over-month increase in qualified lead creation through the implementation of a research-based marketing and content strategy.
➥ Secured executive-level alignment on the RevSure brand and value proposition, defining target personas, ideal customer profiles, and product messaging.
➥ Enhanced website SEO and user experience, driving demand among key audiences and accounts.
➥ Led and optimized all demand-generation activities, including PR, events, content marketing, SEO, and paid search, ensuring alignment with budget efficiency and revenue goals.

Head of Marketing, Marketing Operations & Demand Generation | Brand Development | Lead Generation

Knak

Part of the executive leadership team in a contract role for this Series-A MarTech codeless campaign creation platform built for enterprise marketing teams, I drove strategic initiatives to position the company for long-term success and scaled the brand across the SaaS industry and to key accounts. 

➥Aligned marketing operations and demand generation teams to create a cohesive and effective go-to-market strategy, achieving a $3M revenue target and generating 28% of new opportunities from the target ICP.
➥ Launched an Account-Based strategy with BDR and Sales teams, including a 6sense advertising campaign, delivering a 44x return on program investment to revenue created.
➥ Directed the prioritization of marketing initiatives, establishing scalable processes for future growth and efficiency.

Vice President of Growth Marketing | Series-A MarTech | SaaS Marketing | Strategic Initiatives

CM Group

I came on board this global pioneer in relationship marketing (now rebranded as Marigold), providing tailored, industry-specific martech solutions to a growing portfolio of thousands of businesses, and was promoted to Vice President of Marketing within 3 years, managing a team of 20. I played a key role in shaping the marketing organization's design and infrastructure, overseeing a full marketing budget across 10 brands, and partnering with C-Suite leadership to strategize, integrate acquisitions, and drive growth.

➥ Strategized and implemented organization design, infrastructure, and strategic plans, managing the budget and collaborating with FP&A to convert data into precise financial forecasts, creating actionable roadmaps.

➥ Developed and managed a sophisticated marketing technology stack, seamlessly integrating tools and systems across a rapidly expanding portfolio to ensure optimal data privacy and comprehensive reporting.

➥ Brands included Campaign Monitor, CM Commerce, Delivra (ended 2021), Emma, Sailthru, Liveclicker, Selligent, Cheetah Digital (beginning 2021), CM Group, Vuture

As Head of Marketing Strategy (2019 - 2021), I headed a team executing end-to-end brand and campaign management for three of the portfolio’s brands, Emma, Delivra and Vuture. Responsible for go-to-market campaigns, and brand management with a 20% YoY revenue growth.

Vice President of Marketing | Strategic Planning | Relationship Marketing | Operational Design

I was responsible for a $20M budget, collaborating with the FP&A team to create forecast models and maintain the financial viability of all key marketing initiatives. This included partnering with the legal team around marketing compliance, aligning with regulatory standards and practices to empower ongoing success.

➥ Engineered and implemented platform-specific automation and data-automation systems, driving significant efficiency improvements and elevating the marketing automation capabilities to a world-class standard.

➥ Led the expansion of marketing and campaign initiatives by overseeing MarTech stack operations, which resulted in enhanced capabilities and notable performance achievements.

➥ Created custom dashboards and reports that provided real-time visibility into key marketing metrics and KPIs, empowering executive leadership to make informed, data-driven decisions.

Director of Marketing Operations | Marketing Automation | Driving Growth & Performance Results

Computer Services, Inc.

As Digital Marketing Manager with CSI, I directed digital marketing initiatives, leading dynamic implementations to propel ongoing improvement and growth. 

• Integrated advanced marketing automation and web personalization tools, leading pilot personalization activities that significantly increased conversion rates and optimized customer reach.
• Conceptualized and implemented a unique multi-stage lead nurturing program, collaborating with leadership to expand the marketing qualified leads (MQL) strategy and drive higher quality leads.
• Overhauled the customer engagement strategy by launching comprehensive persona development processes and shaping automation workflows, effectively guiding leads through the buyer journey.
• Developed and executed tailored ABM strategies and campaigns, resulting in more targeted and successful marketing efforts.
• Advised leadership on best practices for marketing automation and email strategy, ensuring adherence to CAN-SPAM and GDPR compliance standards. 
• Partnered with the business intelligence team to maintain the integrity of customer relationship management software, enhancing data management processes.

Digital Marketing Manager

In this first role with CSI, I governed social media strategy, building creative engagement initiatives and a comprehensive brand guidebook to optimize digital engagement. 

• Spearheaded the creation and execution of a dynamic social media strategy, leading to a 30% increase in total website traffic by leveraging social media and pay-per-click campaigns.
• Created innovative engagement initiatives and a comprehensive brand guidebook, significantly enhancing digital engagement and brand consistency across all platforms.
• Established and standardized key performance metrics and measurement protocols, leading to the identification of critical improvement areas and the design of high-impact remediation strategies.
• Conducted detailed analyses of email marketing campaigns, utilizing insights from marketing automation platforms to inform strategic planning and optimize campaign performance.

Social Media Manager

Cyber Sytes, Inc.

Social Networking & Marketing Strategist

Tennessee Technological University Department of Athletics

Marketing Intern

MMA Creative

VP of Marketing | Growth Strategist | Revenue Optimization | Marketing Automation ➥ Building High-Performing Teams, Leveraging Innovative Strategies to Drive Growth & Impact

With over 14 years of experience as a marketing strategist and growth leader, my approach centers around achieving concrete results and real-world impact. I excel in highly competitive landscapes by implementing ahead-of-the-curve strategies. Passionate about uncovering the 'why' and 'how' behind business challenges, I guide teams to prioritize revenue results instead of vanity metrics and take a full-funnel view of the pipeline. I also understand the importance of leading with a healthy work-life balance and a sense of fulfillment, both for myself and for my teams. By keeping both outcomes and people at the forefront, I'm able to create a culture of success for my organizations.

I thrive in change management and high-growth environments focused on mergers and acquisition and operational challenges. 

Data-Backed Results
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➥ Researched, launched, and optimized an Account-Based Marketing Program aimed at moving more up-market, with initial results showing a 44x return on program investment to revenue generated

Change Champion
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➥ Collaborated with internal and newly-acquired stakeholders to establish culture, organizational and initiative alignment 7 times in a 3 year period

I have successfully leveraged budget, operations, and technology management to optimize results within revenue ranges from seed-stage start-ups and Series A companies to those with over $340M in revenue. I am adept at using data and analytics to pinpoint areas requiring optimization for increased marketing efficiency and building high-performing teams that deliver on ambitious revenue targets. 

My ability to understand and harness the power of technology is a key asset in creating a culture of innovation and continuous improvement. I possess a strong technical acumen that enables me to effectively leverage a wide range of marketing automation, CRM, PPC, ABM, analytics, and social media tools to drive business.

I am committed to catalyzing growth and reach through out-of-the-box marketing strategy. With my background in social media marketing, I’m always open to connect with other professionals and deliver value to my network here on LinkedIn. Let's connect and help each other.


CORE COMPETENCIES:
► Marketing Operations 
► Marketing Automation 
► Digital Marketing Strategy & Execution 
► Campaign Execution
► Revenue Growth 
► Sales Enablement 
► Account Based Marketing (ABM) 
► Marketing Analytics
► Marketing Compliance 
► Marketing Budget Management

Head of Marketing, Marketing Operations & Demand Generation | Revenue-Driven Strategy

Owning all go-to-market strategy planning, execution and implementation for this seed-stage start-up using AI to forecast pipeline and accelerate revenue, I have driven tangible results in a short period of time. Partnering with Sales to achieve goals targeting $1M in revenue, I spearheaded the development of research-based marketing and content strategies that have led to a remarkable 203% increase in contact creation MoM.

I have also been responsible for building and managing the RevSure.AI brand, ensuring that it resonates effectively with our target ICPs and personas. I have designed and implemented a scalable go-to-market tech stack process and systems, consistent with industry standards, to optimize our website for SEO and user experience, while creating demand within key audiences and accounts.

As a strategic marketing leader, I excel in highly competitive landscapes and thrive in change management and high-growth environments, having worked with both seed-stage start-ups and Series A companies.

Lifted, an Upwork Company

Lifted, an Upwork Company™, is the first global solution to source, contract, manage, and pay any type of contingent worker. 

Built for enterprises, Lifted unifies the full contingent workforce lifecycle
into one solution, global, compliant, and seamless. 

Delivering clarity, control, and speed without disrupting existing programs.

Solutions Architect Team Lead

Bubty

Bubty is a global leading Freelance Management System (FMS) helping companies save time on all administrative workloads of managing freelancers, take care of all legal pain points and risks of misclassification, and allows companies to scale globally with Bubty’s AI-driven global payment solution, making sure companies stay compliant, and pay globally across over 190 countries.

With Bubty, companies can take resource management to the next level by building and managing their own private talent pools, providing businesses with a strategic edge in talent acquisition and management. On top of that, Bubty’s AI-driven matching technology ensures the optimal pairing of freelancers with projects by knowing who’s available, within your budget and time.

Prioritizing risk mitigation in the complicated landscape of freelancer classification, Bubty introduced Bubty Classified, where Bubty takes care of all your freelance compliance and classification.

One of our standout features, Bubty Pay, facilitates seamless payments to freelancers in more than 190 countries and over 130 currencies, all through a single consolidated invoice. This ensures fast, accurate, and tax-compliant payments, eliminating the complexities of managing multiple transactions.

If you manage freelancers, Bubty is the way to make it easy.

VP of Solutions

1ntegrate

Board Member

We build automations to help teams increase revenue, save time & money, increase output, and boost customer satisfaction.

I drive our mission to simplify and automate processes by connecting applications. With a decade of integrating and optimizing software solutions, my goal is simple...automate everything to save time. 

We focus on understanding each client's unique needs to provide custom, user-friendly automations that boost productivity. We here to help you work smarter and grow faster.

Co-Founder

Worksuite (formerly Shortlist)

• Implemented over 200 customers across 50 countries. 
• Led the Customer Success team through a growth of 1M to >6M in ARR. 
• Built and developed a team of 12 Implementation Specialists, Account Managers, and Support Specialists. 
• Created a unique team of Solution Designers that delivered complex solutions for global organizations.
• Developed a Solution Design Framework for innovative delivery of customer's objectives. 
• Mastered global rollout of: Integrations, APIs, No-Code Automations, 1099/W2 Classification, Global AOR/EOR Compliance, Business Intelligence, Global Payment Processing, Adoption, Scaling, Onboarding, Invoicing, and Task Management. 
• Exposure to a variety of industries, including Education, Editorial, TV/Film/Production, Live Events, Creative Resource Management, Vendor Management, Translation/Localization, Coaching/Consulting, Digital Publishing, Advertising Agencies, External Game Development, and Supply Chain Logistics.

Director of Implementations and Solution Design

• Established a trusted/strategic advisor relationship with customers by building a program vision and providing value throughout the customer partnership as they deliver on their program roadmap. 
• Lead implementations by engaging closely with the Project Champion(s) and Executive Sponsor(s) at each customer, as well as other strategic leaders that influence the direction of the program.
• Acted as the voice of the customer internally. As the steward of the customer relationship, worked cross-functionally with all business functions to ensure a consistent and strong customer message is embedded in our processes. 
• Develop and deliver customized messaging and training content for each customer during and after implementations. 
• Identified and pursue expansion opportunities and partner with Sales to successfully close such opportunities. 
• Creatively analyzed and drove adoption within the customer base.
• Identified key customer advocates that can act as a marketing channel through case studies, speaking opportunities, references, etc. 
• Monitored and achieved group KPIs, including renewals, upsells, and monthly active usage metrics.

Enterprise Solutions Architect

Capgemini

Implementation Manager of Human Capital Management Cloud software. 
Certified implementation specialist of full suite of HCM modules, including Recruiting, Onboarding, Core HR, Data Management, Compensation, Performance & Goal, Talent Management, Career Development, Learning, and integation development. 

Industry experience in Professional Services, Energy & Utilities, Media & Entertainment, Banking & Capital, Transportation & Distribution, Retail, and Consumer Productions. 

Managed teams of onshore & offshore resources for highly complex global enterprise projects in over 34 countries in five languages. 

Led sales pursuits & practice development. Authored external marketing content. Developed HCM Assessment accelerator. 

Millennial Innovation Council Virtual Chapter Lead, hosting global hackathons & advanced technology webinars.

System Implementation Manager

NTT DATA, Inc.

•	Project Management in Banking Industry
•	Client Relations, Discovery Management, Organizational Design, Change Management Consulting Services
•	Oracle Cloud HCM Implementation Project
•	Collaboration of elements and work streams required to effectively execute change across a large organization - communications, training, testing, UAT design and oversight, workforce transition, and benefit realization.

Associate Consultant

Oracle

•	Support the sales team with technical product knowledge and provide technical/functional support to prospective clients and customers.
•	Give direction and specialist knowledge to facilitate customer understanding through business discovery sessions, presentations, and demonstrations. 
•	In-depth understanding and explication of the technical aspects of Human Capital Management Applications
•	Engage business executives in software functionalities/value to position application fit with customer needs.

Solutions Consultant

Sonos, Inc.

•	Support HR, IT, and Marketing team by helping manage and develop their intranet platform. 
•	Communications data support: compile and trend data for all employee event surveys and traffic to intranet. 
•	Intranet support (Sharepoint): post final drafted content, image support (resizing, posting, cataloguing).
•	Global mailbox email support: forwarding items to necessary people, concert and studio "invitation" support and management.
•	Global company meeting support and scheduling for HR, engagement and communications programs.
•	Familiarity in Adobe Suite, Sharepoint, HTML, Excel and Powerpoint.

Intranet Project Manager

Mental Health Association

•	Partnered with radio stations, newspapers, and online blogs to distribute Public Service Announcements.
•	Created marketing materials that were distributed to the Santa Barbara community including primary care professionals, employers and business leaders, faith communities, nursing homes, hospitals, and local county policy makers. 
•	Created and managed a MHFA Santa Barbara Twitter and Facebook and created community awareness through he distribution of marketing materials. Led course registration process, which included payment processing and creating online course descriptions. 
•	Advised persons with mental health disabilities in weekly sessions to assist in their employment search by facilitating an environment of psychological aid to assist them with their employment goals. 
•	Interfaced with the Department of Rehabilitation of California to discuss client progress and completed monthly client progress reports.

Employment Services Specialist

Co-Founder @ 1ntegrate

I have a decade of experience in managing global enterprise implementation, integrations, and optimizations for SaaS products, including Oracle HCM, Taleo, Freelancer Management Systems, and other talent and recruiting management systems.

My mission is to create tangible value for customers by understanding their objectives, establishing trusted relationships, and providing customized messaging and training. I also act as the voice of the customer internally, working cross-functionally with all business functions to ensure a consistent and strong customer message is embedded in our processes. I am passionate about enhancing employee experiences and engagement through digital transformation and cloud operations.

taplio

The Battle

Kacyn Goranson

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