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.

Extensis

Extensis empowers creative enterprises to make informed decisions, simplify operations, and remove barriers that impact creative projects.

•	Collaborate with cross-functional teams to develop and execute integrated digital marketing strategies aligned with business goals.
•	Plan and execute multi-channel digital campaigns to promote Extensis, utilizing social media, paid advertising, and email marketing channels.
•	Monitor and analyze campaign performance, adjusting strategies for optimal results.
•	Develop and execute email marketing campaigns to engage target audiences and existing customers.
•	Implement segmentation and A/B testing for continuous improvement.
•	Utilize analytics tools to measure and analyze the performance of campaigns.
•	Provide regular reports and insights to key stakeholders, incorporating feedback for ongoing improvement.

Data Axle

Data Axle Agency helps organizations acquire and retain customers with audience-focused strategies and campaigns powered by data intelligence. Key client accounts included See’s Candies, Lands’ End, and HP. 

Led strategic engagements with key agency clients to develop integrated marketing strategy and provide guidance on campaign execution for fast-paced, high-volume marketing programs.
 
-Developed ICP customer lifecycle roadmaps, customer journey experience audits, and recommended strategies to drive increased customer engagement and revenue throughout the lifecycle.
-Analyzed campaign results from disparate platforms (SFMC, Google Analytics) and developed actionable insights and recommendations to drive marketing program strategy.
-Drove 15% increase in Y/Y online conversion through A/B testing and optimization of emails, display ads, social ads, and landing pages.
-Grew marketable CRM contacts by 30% over four years through new subscriber acquisition programs.
-Reduced email list churn by 10% through a multi-touch lapsed subscriber lifecycle marketing program.
-Led strategic planning and review meetings for high-volume (350+ email campaigns/year) retail clients.
-Developed and managed monthly customer satisfaction survey and presented results & recommendations to executive stakeholders.
-Wrote creative briefs to inform development of email, landing pages, display, and social assets for multichannel marketing campaigns. 
-Facilitated seasonal brainstorming sessions with clients and creative teams to develop content calendar.
-Conducted competitive research and presented findings and recommendations to executive-level stakeholders.

Senior Marketing Strategist

Xerox

Xerox is a Fortune 500 company whose industry-leading technologies, expertise, innovations, and global reach allow them to deliver exceptional solutions to a wide range of customers.

Developed, implemented, measured, and optimized multi-channel demand generation campaigns to drive eCommerce site traffic and conversions for Xerox Direct, Xerox Channel Partners, and the (former) Xerox FreeColorPrinters channels. 

-Grew marketing-attributed revenue 24% in one year through comprehensive multi-channel customer lifecycle marketing programs including welcome, retention, and reactivation. 
-Managed marketing partnerships including negotiating agreements, media planning, 
creative asset development, staffing trade shows, and performance reporting.
-Reviewed and followed up on customer reviews received through BazaarVoice.
-Managed all aspects of the Xerox FreeColorPrinters booth at industry trade shows including set up, staffing, lead collection, tear down, and post-event performance analysis. 
-Increased overall marketing revenue contribution rate from 22% to 32% in one year.
-Increased CTR from display ad placements by ~15% through thorough testing and optimization of 
ad creative and CTA’s resulting in a 10% increase in online revenue.
-Grew customer retention from 45% to 55% in 2 years through a post-purchase triggered upsell program.
-Chosen to serve as founding member of Xerox’s global social media task force. Grew Facebook and Twitter accounts for former Xerox FreeColorPrinters BU from the ground up. 
-Directed Xerox’s in-house creative team in developing digital advertising display ads and landing pages

Manager, Digital Display Advertising | Marketing Programs Manager 

WebTrends

Webtrends is a private company that offers digital analytics, optimization, and software for digital marketing and e-commerce. Webtrends has been a leader in digital analytics products and services since 1993

-Planned, launched, and managed targeted, high ROI demand generation programs to achieve pipeline goals for new and existing business in WebTrends’ key verticals.
-Collaborated with sales teams to develop and launch a new business lead gen program including development of segment targeting strategy, sales scripts, and training materials resulting in a 35% Y/Y increase in close rate.
-Partnered with marketing operations team to identify and target segments of existing customers with potential for up-sell and/or cross-sell, using both internal CRM data as well as data appended from Alexa, Hoovers, SpyFoo, and other relevant sources.
-Researched, negotiated, and managed online advertising opportunities to reach targeted prospects and industry influencers while managing to a target ROAS.
-Partnered with Creative Services team to develop marketing and sales materials including broadcast emails, SalesForce.com “1 to 1” emails, online advertising creative, and sales scripts.

Marketing Programs Manager

lucy activewear

Lucy Activewear was a women's sports and lifestyle apparel company that was started by former Nike executives in the late 1990s. It was one of the first players in the athleisure market. Lucy Activewear was acquired by The North Face in early 2018. 

-Managed all paid search marketing campaigns across all search engines including Overture, Google, MSN, and others. Grew lucy’s brand impressions while still earning a 400% return on ad spend.
-Managed the implementation of lucy.com online catalog syndication which extended lucy’s brand reach through all major shopping engines and created a new and profitable sales channel.
-Managed end-to-end development and delivery of weekly email campaigns. Increased average click through rate by 30% through continued testing and refinement of subject lines, offers, images, and copy.
-Researched, evaluated and implemented national and regional online ad buys for lucy.com and lucy retail stores.
-Partnered with Retail Marketing Manager to support new store marketing efforts via events, regional partnerships, and other grassroots marketing activities.

Internet Marketing Manager

InFocus Corporation

InFocus Corporation is an American privately owned company based in the state of Oregon. Founded in 1986, the company develops, manufactures, and distributes DLP and LCD projectors and accessories as well as large-format touch displays, software, LED televisions, tablets and smartphones.

-Developed and executed online marketing campaigns for InFocus eCommerce site including on-site merchandising, email marketing, web analytics data review and reporting, and online advertising. These initiatives contributed to a 35% increase in web site traffic while maintaining a consistent conversion rate.
-Oversaw development of all online creative including email campaigns, landing pages, product
-detail pages, and banner ads. Responsible for ensuring that all projects were within budget and adherent to brand guidelines.
-Managed a $500K quarterly marketing budget.
-Served on a cross-functional, global project team to research, evaluate, and recommend new E-commerce platform vendor for InFocus Direct.
-Trained junior-level team members in online merchandising and marketing best practices, and coached them in the development of processes to increase their effectiveness.

Channel Marketing Manager, eCommerce

Adaptable and customer-focused senior marketer with 10 years of agency and 10+ years of client-side experience, including roles at global B2C and B2B companies of all sizes. Responsible for managing $2M+ marketing budgets, overseeing numerous partner and vendor relationships, and developing comprehensive omnichannel marketing programs including email, digital display, social, direct mail, and telemarketing.

Career Highlights

 Created a comprehensive, omnichannel lifecycle marketing program for a Fortune 500 technology company that drove a 24% increase in revenue in its first year. 
 Collaborated with sales teams to develop and launch a new business lead gen program including development of segment targeting strategy, sales scripts, and training materials resulting in a 35% Y/Y increase in close rate.
 Achieved a 400% ROAS through strategic management of paid search marketing campaigns for a leading women’s activewear brand. 
 Drove a 15% increase in Y/Y online conversion rate through A/B testing and optimization of  marketing creative including emails, display ads, social ads, and landing pages.
 Spearheaded the development and implementation of omnichannel strategic marketing plans that streamlined internal processes and contributed to sustained Y/Y increases in key KPI’s including web site visits, conversion rate, and online revenue.

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