INTERESTS
- The intersection of awareness, demand gen, lead gen, inbound, and ABM
- ABM strategy and platform expertise in Demandbase, 6sense, Rollworks, and Terminus
- Martech stacks (and how they connect) including CDPs, ABMs, MAPs, CRMs, data lakes/warehouses, attribution solutions
- Measurement strategies/methodologies including MTA and MMM
- Analytics and tagging platforms including GTM, GA4, and Adobe Analytics (it’s like unwrapping a present every time I get access to a client’s analytics)
- Paid, owned, and earned media, and how they impact each other
- Conversion rate optimization, journey mapping, A/B, and multivariate testing, personalization
- Firmographic, technographic, intent, and 1st, 2nd and 3rd party data sources, data enrichment, data cleanliness
- Leading indicators, KPIs, and business objectives, and the story each tells
- All the variations of “The Funnel” (AIDA, the marketing funnel, the double funnel, the funnel is dead, the dark funnel)
HIGHLIGHTS
- 11 years of marketing experience, with an emphasis in B2B digital brand marketing and technology strategy
- 15 years of leadership/management experience in various capacities, including Strategy, Integrated Planning, Marketing, Account Management, Operations, and Product Management
- As the Senior Director, B2B Strategy & Planning, I have ultimate oversight, responsibility, and accountability for all new and existing B2B business, achieving 418% YoY revenue growth. developing and leading 3 of my agency’s top 5 clients
- As the Vice President of Marketing for a growing B2B SaaS company, I oversee the development and execution of the strategic sales and marketing plan and ensure alignment and progress toward the company’s overall strategic vision
- As the Director of Account Management, I oversaw three separate but cohesive operating units, each of which provided guidance and expertise to our entire client portfolio in the emerging AR/VR marketing technology sector
- As the Strategic Partner Manager at PowerChord, I oversaw client strategy in a player/coach role across a team of strategic partner leads, marketing specialists, and engineers who assisted in developing and growing digital brand presence and management for global enterprise clients, generating consistent, top-performing growth
- As the Director of Client Experience at Symphoni, I oversaw all strategic digital brand decisions for our entire client portfolio, growing demand lead generation across clients by an average of 79.5%
- As an Account Manager at Catalina Marketing, I managed and coordinated multi-channel loyalty marketing campaigns, delivering on average a 5 to 1 ROI
EXPERIENCE
VP, Client strategy (Agency)
Zion & Zion, Phoenix, AZ (Remote)
May 2023 – Present
- Built and scaled Zion & Zion’s B2B practice from the ground up, transforming it into a key revenue driver through data-driven strategy, ABM, and demand generation
- Grew B2B revenue from zero to a multi-million-dollar annual recurring stream in under a year, positioning B2B as a core pillar of the agency
- Achieved an NPS above 9 with zero client churn, proving the impact of a strategy-first, client-focused approach
- Expanded the B2B team from 1 to 9 high-performing practitioners, covering demand generation, media, ABM, and data strategy
- Negotiated, contracted, secured, and led partnerships with 6sense, Demandbase, Mutiny, HubSpot, and Bombora, expanding the agency’s martech and predictive analytics capabilities
- Onboarded and optimized new media channels for B2B growth, including The Trade Desk, DV360, CM360, and Reddit
- Led strategic client pitches that secured major multi-year contracts, proving the agency’s ability to deliver measurable impact in complex B2B markets
- Developed full-funnel media and demand generation strategies, bridging brand awareness and performance marketing for scalable client growth
Senior Director, B2B Strategy & Planning (Agency)
Goodway Group, New York, NY (Remote)
September 2021 – May 2023
- Ultimately responsible for all B2B client and new business strategy, including defining the client’s objectives, challenges, ambitions & obstacles, pinpointing category and brand-category development, outlining the opportunity, journey, triggers, and barriers, ultimately leading to the development of a holistic go-to-market media strategy, inclusive of channel selection and rationale, budget allocation, flighting, forecasting, and measurement strategy
- Oversight and responsibility for the development of Goodway Group’s B2B practice, growing from a team of four to a team of nearly 30 high-performing marketing professionals on top-tier clients, achieving 418% revenue growth YoY
- Responsible for $8.4MM in net revenue ($54.5MM in paid media and consulting spend) for global, enterprise strategic accounts, including three of Goodway Group’s top five accounts
- Responsible for overhauling the B2B resource allocation process, including management and monitoring of departmental budgets while demonstrating strong P&Ls through effective, efficient, and accurate scoping and management, achieving an EBITDA on B2B 24% higher than the company average
- Accountable for B2B client revenue forecasting, internal planning/resourcing, risk management, and team/account growth roadmaps
- Led the identification, research, viability forecasting, negotiations, trainings, and rollout of key partner capabilities to increase Goodway Group’s B2B visibility, credibility, and capabilities, including Demandbase, LeadsRx, 6sense, YouGov, and Bombora
- Drive thought leadership and solutions around data strategy and partnerships including 1st, 2nd, and 3rd party audience development and application of MarTech (CRM, MAP, Attribution, Measurement) and AdTech platforms (ABM, Programmatic, Search, Social)
- Oversee the development of the Strategy & Planning team, including oversight of strategic analysis and insights, ensuring we tell a compelling story that highlights key media and audience insights, complex test and learn roadmaps, and recommendations moving forward, all tying back to the client’s overall business objectives
- Leverage data to determine fit on new business opportunities for Goodway’s B2B team, with single authority on what opportunities, pitches, and RFPs move forward
- Hire, train, and upskill a team of strategists and planners (4 direct reports, 25 additional team members) focused on various B2B go-to-market strategies and tactics across B2B clients and verticals
Head of Marketing (B2B SaaS)
ThumbStopper & LotVantage (Divested in February 2020 to Digital Air Strike), Tampa, FL
September 2019 – September 2021
- Developed and implemented a cohesive marketing plan–from the ground up–based on the company’s 3-year strategic goals and goal elements, including the company’s first defined go-to-market strategy, tiered/nuanced ICP definition, persona development based on market and client research, target account definition, scaled ABM campaigns interwoven with lead nurturing, lead scoring, and organic strategy, which has ultimately lead to SaaS ARR growth from $1MM ($7MM prior to divestment) to $5MM in 1.5 years
- Defined CAC and LTV in order to implement customer acquisition strategies across a variety of channels including organic, outbound prospecting, and inbound MQL to SQL lead nurturing, obtaining an average annual LTV:CAC of 4.3:1
- Stretched in job role when asked to create the framework for, set up, hire, and lead Sales Development Representative (SDR) organization; tasked with defining roles, responsibilities, hiring, quotas, lead gen pipeline creation, and SDR/AE handoff
- Sought out and maintained regularly scheduled briefings with relevant industry analysts to keep ThumbStopper’s SaaS solution at top of mind for firms like Localogy, Forrester, and Gartner
- Created the company’s first real-time executive-level performance dashboard, tracking key metrics like sales cycle, pipeline generation, CAC, and channel efficacy
- Via market analysis, identified and developed additional go-to-market channels (channel partners, agencies, resellers, and tier-two distributor networks)
- Complete responsibility for managing agency and vendor partner relationships, internal SDRs, and marketing team members (2 direct reports, 7 additional reports)
Director, Account Management & Analytics (B2B SaaS)
Marxent, St. Petersburg, FL
Feb 2018 – June 2019
- Managed client performance analytics and integrated new technology into the client’s existing marketing mix
- Responsible for leading and growing three independent functional operating units including a team of Account Managers, Business Analysts, and Training & Adoption Coordinators
- Account Management:
- Account Management team comprised of four dedicated client-focused professionals, delivering against departmental, operational, and strategic goals
- Providing guidance to clients’ senior marketing leaders on strategic positioning and support, including paid digital advertising strategy, press and partner relations, integration and placement strategy, and organic growth strategy
- Servicing and guiding our clients to support revenue growth and retention; grew booked SaaS ARR from $2MM to $6MM YoY
- Finding the right client stakeholders within a client’s organization, proactively communicating with our clients, and coordinating with internal teams to ensure on-time and on-budget delivery of client-branded platforms
- Business Analysts:
- Business Analyst team comprised of three analysts focused on data analysis to optimize the performance of client-branded visualization solutions
- Managing and reporting on performance insights to prove ROI and create actionable initiatives
- Providing data-driven recommendations to clients based on business rules, industry trends, consumer preference data, and app usage data
- Training & Adoption:
- Training & Adoption team comprised of two specialists focused on refining client go-to-market strategy and implementation as well as end-user adoption and retention
- Consulting with clients on their market analysis and market selection to ensure an effective roll-out
- Implementing efficiencies to influence adoption, retention, and growth in ~200 stores and millions of web and mobile sessions per month
Strategic Partner Manager (B2C & B2B Agency)
PowerChord, St. Petersburg, FL
January 2016 – February 2018
- Served as the key point of contact and account owner for clients including STIHL, Douglas Dynamics, and Kohler; managing approximately 43% of my company’s total annual revenue
- Worked directly with brand C-Suite and marketing leaders on digital strategy and execution from concept, to definition, presentation, and management of long-term strategic digital marketing initiatives through an omni-channel approach
- Developed and maintained Account Plans, forecasting and outlining a strategic path to client account growth
- Presented, negotiated, wrote, and locked in multi-year MSA with a highly strategic client, helping to grow PowerChord’s SaaS platform revenue by 38% YoY from 2016 to 2017
- Proposed, gained buy-in, and managed a suite of clients’ annual digital marketing plans to ensure all initiatives were on-time and on-budget, locking in an 85% increase across clients in spend for digital marketing YoY
- Compiled, analyzed, and presented insights based on qualitative and quantitative data in a digestible format that lead to actionable initiatives during Quarterly Business Reviews
- Worked with various vendors to vet and negotiate media to support client initiatives
- Maintained a deeply strategic and tactical knowledge of key digital marketing channels including SEO, paid search, programmatic display, and video, social media advertising, loyalty marketing, lead acquisition, and lead nurturing
- Ultimately responsible for client satisfaction; maintained team client approval rating of 5 (out of 5) with respect to strategic solutions recommendations and added business value
Director of Client Experience (B2C Agency)
Symphoni Media, St. Petersburg, FL
April 2015 – December 2015
- Managed 70% of recurring client revenue, including 24 unique client relationships, ranging in size from $1.5MM to $1B
- Led onboarding for new clients, which included market research and analysis, as well as brand auditing to determine buyer personas and UX flow
- Implemented inbound marketing (via Hubspot) for all of our new clients; included educating our clients on inbound marketing strategies and tactics, MQLs vs. SQLs, etc.
- Implemented lead-scoring mechanisms and lead-nurturing pipelines
- Oversaw all client digital marketing and web properties, including website design and development process from onboarding through post-launch, defining key deadlines, deliverables, and overseeing project management across six departments, while managing client expectations
- Grew accounts by 79.5% by presenting and securing new sources of marketing opportunities for current clients, including PPC, display, social, content, television, and print
- Created and presented proposals to C-level executives with a closing rate of 80%
- Responsible for growing and maintaining partner relationships with manufacturing brands including Carrier, Trane, and ASI, leading to new business acquisitions through their dealer base
Media Consultant (CPG Agency)
Catalina, St. Petersburg, FL
February 2012 – April 2015
- Successfully managed Platinum-tiered clients, delivering marketing campaigns through various platforms including in-store print, online, and mobile
- Partnered regularly with Brand Managers in the CPG space from Pepsi, Nestle, Safeway, and Delhaize
- Created, trained, and maintained several documents to streamline media processes
- Took a proactive approach to campaign management, adjusting program-specific data to ensure KPIs and budgets were met; regularly provided recommendations and solutions to better align campaigns to customers’ goals and objectives
- Created post-campaign analytics packages, including wrap-ups of performance and ROI
- Successfully managed multi-million dollar campaigns for various retailers with different levels of familiarity with the campaign process (1st-time campaigns to seasoned veterans) and different complexities, while maintaining a streamlined approach to campaign setup and implementation
- Managed and oversaw implementation kickoffs with all stakeholders, streamlining the process from hour-long meetings to, in most cases, being able to eliminate them altogether
- Led a team of various stakeholders to streamline several campaign processes, taking the average campaign production time down from 12 weeks to 2-4 weeks
EDUCATION
University of Georgia
- School of Arts and Sciences, Political Science
- Participated in CURO (Center for Undergraduate Research Opportunities), a part of UGA’s Honors Program
- Earned a stipend each semester for research toward an eventual Symposium Presentation on Campaign Finance Reform
SKILLS
- ABM strategy and platform expertise in Demandbase, 6sense, Rollworks, and Terminus
- Strong martech functional knowledge, including HubSpot, SFDC, Pardot, Marketo, Adobe Audience Manager, The Trade Desk (among other various DSPs), DV360, and CM360
- PowerBI and basic database management
- Basic working knowledge of MySQL
- Product and roadmap management and merchandising (via Aha!)
- Integration facilitator (MTA, SSO, Add to Cart, PIM, via various APIs)
- Microsoft Office Suite including Word, PowerPoint, Excel, Access, Outlook
- Google Analytics & Adobe Analytics
- Adobe Creative Suite, including InDesign and Illustrator
- Through Channel Marketing Automation, Partner Marketing
- Thorough understanding of digital channels including SEO/SEM, Display, Paid Social (Meta, LinkedIn, Twitter, Reddit), Content Syndication
- Basic WordPress and HTML
- UI/UX Training
CERTIFICATIONS
- Fundamentals of Next-Gen Marketing Certified (6sense)
- Account-Based Experience (ABX) Certified (Demandbase)
- Analytics, Ads, DV360, CM360, IGAP Certified (Google)
- Edge Academy Certified (The Trade Desk)
- The Formula for Success | Ready for Takeoff Certified (Reddit)
- Marketing Insider (Fundamentals, Strategy, Creative) Certified (LinkedIn)
- Data Management & Modeling (Trailhead by Salesforce)
- Flight School Certified (Twitter)
- Inbound Certified (HubSpot)
- Digital Marketing Foundations Trained Practitioner (Market Motive)
- Display Advertising Trained Practitioner (Market Motive)
- Yext Certified
- PACE Coaching & Training
- Agile/Lean/Six Sigma Training (White Belt)
RECOMMENDATIONS
“She was stellar at developing her people, and ensuring they were always prioritizing learning and development for themselves, the company, and clients. If you work in B2B, you want to be on her team!
Did I mention she also genuinely loves B2B Marketing? Working in this field is her absolute dream job, and you can feel it in every single conversation you have with her. It’s absolutely contagious.”
Molly Skinner, Colleague, Senior Director, Client Experience, Goodway Group
“Alicia pushes innovation constantly. She is relentless in understanding the latest possibilities in marketing and brings them into the mix to drive results.
She is a joy to work with. Alicia has endless passion for her clients and boundless ideas for how to solve the most difficult problems.”
Mike Gallagher, Client, Director, Demand Gen, Trellix (formerly McAfee)
“In my years of experience with Alicia, nothing seems to deter her or slow her down. The marketing world is fast paced and ever changing, and she is always at the cutting edge. Alicia is a rare breed of marketer, who also has a strong grasp of the sales side of the sales/marketing revenue engine that drives companies to success. She is seen as a leader to those who report to her as well as her peers.”
Dave Ross, Colleague, Chief Revenue Officer, ThumbStopper (subsidiary of That’s Us Technologies)
Alicia Alongi 