Deborah Overdeput

Innovative Systems, Inc.

Chief Marketing Officer

Qdeck.ai

Chief Sales Marketing Officer

FinScan

DO Marketing Services

CMO, Innovative Systems (2023 - Present)

CMO, Qdeck (2023 - Present) 

CMO, Electra Information Systems (2018 – 2022)
• Repositioned the brand as forward-thinking by clarifying the company positioning, refining the image on all consumer-facing documents, revamping the website, strengthening the messaging, and building the demand generation engine, significantly expanding the pipeline, growing recurring revenue by 20% in one year, launching a new line of business to 15% of total revenue, and within 3 years increasing overall revenue from flat to 12% YoY growth
• Selected by the CEO to confidentially devise a pitch deck for the sale of the company, earning accolades for fulfilling the exit strategy and influencing a high-end acquisition by Gresham Technologies

CMO, JDX (2018 – 2019)
• Executed brand revitalization of JDX, one of the fastest growing UK companies, creating internal and external communication programs, developing branding for the mentorship program, L&D, company culture, and delivering a more engaging brand look, feel, tone and message while simultaneously creating a content marketing strategy and training internal marketing team to accelerate performance. Company grew from 600 to 750 people in 8 months, reaching $100 million in revenue.

CMO, UtilityCloud (2018)
• Clarified the messaging and marketing programs to target and retain highly profitable audiences and defined a sales compensation plan to improve margins, leading to generation of top-quality leads for a private SaaS company in New Hampshire

Various client projects (2016 - 2017)

Principal

Chief Outsiders

Chief Outsiders helps companies accelerate growth. We provide fractional or part-time, highly experienced marketing executives who work directly with the CEO, CMO, or CRO. We re-establish or accelerate growth through effective demand-gen and go-to-market strategy, including special projects. Our approach includes a "peer review" process where client growth strategies are reviewed and enhanced by peer CMOs. We're 100+ CMOs strong, and our ranks include alumni from Starbucks, HP, Disney, and other leaders who defined their market categories.

Publicis Sapient

• Led and mentored a global team of 24 resources with oversight of a $6M budget to develop the brand, marketing strategy, internal communications, demand generation, sales support, marketing operations, recruitment, and programs, growing revenue from $250M to $500M+ in 5 years and establishing the team as the central function to the corporation
• Directed creation of hardcover book on culture of the company, explaining how to enable human potential, and sharing stories of people globally on their journey of success at Sapient; the book won an internal award and is mentioned as a big success to this day
• Developed the infrastructure and programs for demand generation by leveraging automation to streamline leads through the pipeline and devise targeted marketing campaigns, nurturing the significant revenue boost of 50%
• Built the company’s 1st marketing team, producing a recognizable brand from scratch with awareness across clients, prospects, press, analysts, and talent, resulting in achieving multiple industry awards
• Delivered thought leadership across leading industry journals and Tier 1 press by publishing the semiannual CROSSINGS journal, the highly sought-after Glossary of Terms publication, and a column in Forbes, growing the distribution database from 1K to 15K+ industry contacts and improving the accuracy of the delivery rate from 67% to ~95%
• Transformed the website from 2 landing pages to a content rich platform and enhanced the social media assets by defining the messaging, improving the customer journey, and connecting technology solutions to consistently evolve the website and generate leads
• Created the entire infrastructure for the company’s 1st CRM system in SalesForce.com by developing the operations team and the technology stack to support a growing marketing discipline, resulting in reducing the bounce rates by 111%, increasing the content circulation by 10x, and improving the scrubbed client contact information by 12x within 4 years

Head Of Marketing (Division CMO)

ManeuverPoint

• Spearheaded the marketing strategy for a fitness and personal training start-up in a highly competitive industry, escalating memberships by 2x+ in 1 year during a recession
• Wrote social media policies and fan pages and coached client staff on the use of social media, influencing awareness for a major Boston hospital, small businesses, and not-for-profits
• Devised a go-to-market plan for a large financial services firm, launching new product offerings into the target market to drive growth

Marketing Executive and Principal

Asset Control

• Directed a team of 17 members globally while maintaining a budget of $5.4M to reposition the company by designing a new website, revamping the logo, and enhancing the print collateral to strengthen the brand, accelerating the revenue run rate by 30%+
• Hand-picked by CEO to lead strategic planning process for the enterprise, defining sales, marketing, and overall business strategy to extend product offering, realign corporate positioning, and target broader client base, gaining approval to execute plan by the board
• Introduced a client-centric product release process, structured the company’s 1st formal product roadmaps, and improved the lead generation process, generating $24M in leads into the sales pipeline
• Instituted a ‘Win-Loss Review’ process and facilitated post-decision interviews with key sales prospects, recovering 2 out of 6 losses

VP, Marketing & Product Management (CMO)

SunGard

• Recognized as a high-impact, top-performing executive and selected to participate in the high-potential development program
• Led a global team of 12 resources and managed a budget of $4.5M
• Built the 1st centralized marketing organization, strategy, and programs to revitalize the business following a 3-year sales plateau, resulting in growing revenue from $494M to $530M in 2 years
• Proposed and achieved buy-in from all stakeholders to transition from a siloed product-by-product focus to an integrated brand architecture to eliminate internal product competition, streamlining the portfolio from 50 to 19 product lines into 3 core segments
• Assessed the product management process to gain consistency amongst all the functionalities, executing the Pragmatic Marketing model and training 54 Managers across Europe and the US on identifying new products to drive innovation, immediately producing $2M in new and retained revenue
• Researched strategic processes to deliver a formal go-to-market strategy without accessibility to digital marketing, accelerating launch time from 6 to 3 months
• Fostered an internal and external communications process and developed 7 quarterly e-newsletters to expand brand visibility and awareness, influencing 1500 high-end customers and 1800 employees as well as obtaining positive coverage by Gartner and TowerGroup and earning the #1 ranked wealth management solution by Aite and the #1 data provider by Waters

SVP, Marketing & Product Management, Wealth Management & Brokerage (Division CMO)

• Served as VP of Marketing from 2001 – 2002, quickly earning a promotion to the SVP of Marketing and Product Management and transitioning from managing a single product line of $70M to an entire business unit of $140M
• Overhauled the performance of the business, leading a team of 45 members to restructure the marketing approach, refortify products with new capabilities, and design the messaging against the competition, up leveling the annual revenue from a 28% decline to a 10% growth, expanding market share by 13 points, and enhancing customer satisfaction by 17%
• Devised the 1st consolidated group marketing plan, launched a new website and fostered an aggressive PR strategy, positioning the company as a provider of a robust, high-volume solution for top tier institutional brokers
• Facilitated customer-centric Product Focus Groups with 100% customer participation to evaluate product concerns and improve the development process, cultivating a list of 23 top priority issues for assessment
• Reorganized the Quality Assurance team and established new processes, mitigating software errors by 50% in the 1st year and earning the SEI CMMI® Level 2 rating

SVP, Marketing & Product Management, Brokerage & Clearance (Group CMO)

Unitil

Day-to-day responsibility for all marketing activity including competitive/market analysis, MarCom, events, email marketing and product development. Expanded product offerings and market reach. Developed valued-added retail products/services, marketing plans and collateral/advertising. Achieved 250% of earnings/share goal in the first year. Launched an Internet-based energy brokering application which grew into a subsidiary with $1.2B of energy under management.

Director of Marketing

With 20+ years of experience as a global executive marketing leader, I have been integral to high-level marketing & business strategies to drive growth.  It is my passion as a thought leader to provide optimal brand awareness, execute demand generation, & provide best-in-class go-to-market strategies.  I am well versed in public & analyst relations,  as well as content marketing, of which I have proven across my advanced career.  As a global collaborative leader, I am consistently leading the market development & management efforts to increase revenue, as well as deliver year over year growth of +20%.

Key Achievements Include: 

✅ Cultivated an international business acumen by executing marketing strategies in Europe for 10+ years as well as leading global teams in the US, influencing growth worldwide

✅ Repositioned the brand of a FinTech company as forward-thinking by refining the image on all consumer-facing documents, revamping the website, strengthening the messaging, and building the demand generation engine, significantly expanding the pipeline, growing recurring revenue by 20% in one year, and over 3 years increasing overall revenue from flat to 12% YoY growth and launching a new line of business to 15% of total revenue

✅ Introduced a client-centric product release process, structured company’s 1st formal product roadmaps, and improved the lead generation process, generating $24M in leads

✅ Led and mentored a global team of 24 resources with oversight of a $6M budget to develop the brand, marketing strategy, internal communications, demand generation, sales support, marketing operations, recruitment, and programs, growing revenue from $250M to $500M+ in 5 years and establishing the team as central to the corporation

✅ Delivered thought leadership across leading industry journals and Tier 1 press by publishing the semiannual CROSSINGS journal, the highly sought-after Glossary of Terms publication, and a column in Forbes, growing the distribution database from 1K to 15K+ industry contacts and improving the accuracy of the delivery rate from 67% to ~95%

✅ Chairman for the Homeland Heroes Foundation and established governance to align the organization with its by-laws, implemented board infrastructure, oversaw and developed strategic plan, as well as developed and stewarded the brand to reflect its mission and values (charitable contributions tripled from 2017 to 2022)

Contact me through this profile if you wish to connect.

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