Nelinda O’Brien
Online Marketing Strategies and Operations
Email: nelinda.obrien@gmail.com
Web: www.nelindaobrien.com
Linkedin: www.linkedin.com/in/nelinda
Achievements
- Developed event lead capture and attribution process, resulting in $7MM in pipeline from events alone
- Improved nurture engagement by 60% utilizing audience targeting and A/B testing
- Executed digital campaigns generating over $45 MM of pipeline contribution for the year
- Increase number of digital campaign outreach 3X YOY leveraging email, webinars, display, and website
- Manage and optimize lead lifecycle nurture programs and doubled conversions through the funnel
- Applied strategic SEO to increase number of organic first page rankings by 9X
- Optimized digital ads to generate 800%+ return on investment
Recent Jobs
Sayari
Aug 2022 – Present
Director, Marketing Operations
- Oversee all martech assets including database health, segmentation, workflows, lists, campaigns and reports
- Launched new, multi-step ABM initiative, resulting in $3MM in influenced closed won opportunities
- Implemented new scoring model (x2); new models allowed more reliable and flexible point allocation for contacts
- Collaborated with demand gen and content teams to launch new nurture program with targeted audience focus
- Engaged with key stakeholders and executive leadership to align on GTM strategy and execution
- Reported regularly on opportunity attribution to best assess marketing impact by campaign/initiative
Datastax
Feb 2022 – Aug 2022
Senior Manager, Marketing Operations
- Launched and managed segment-specific nuture programs to include progressive profiling and improved lead capture/attribution structure resulting in over 380 MQLs and $2.6 MM in opportunities in just 3 months
- Managed multiple, parallel projects and deliver quality enhancements and deployments on schedule
- Enhanced database segmentation and improve performance and deliverability of campaigns
- Managed and executed marketing operation requests using Jira including program setup, scheduling, SFDC campaign creation/sync, and post campaign analysis
Logi Analytics
Jan 2021 – Feb 2022
Manager, Digital Demand Generation
- Managed end-to-end integrated campaigns including email, content syndication, virtual events, webinar, and display
- Executed program strategy, planning, promotion, execution and follow-up for both in-house and partnered webinars
- Collaborated on marketing strategy based on campaign testing, analysis, and pipeline generation
- Communicated with cross-functional marketing teams to strategize and outline key marketing themes, messages, offers, and mediums for campaigns throughout the year
- Monitored and reported on full funnel lead to opportunity performance
Consultant
2011 – Present
Marketing Operations & Digital Strategy
- Configure complex lead generation and lifecycle progression strategies utilizing marketing automation and CRM tools such as Hubspot
- Optimize client website through WordPress CMS platform to create scalable and efficient web presence
- Work with clients to establish brand marketing and positioning strategy
CentralSquare
November 2017 – December 2020
Manager, Digital Campaigns
- Managed and lead the execution of digital marketing campaigns, including marketing automation, SEO, paid search, display, lead gen pages, webinar, video, CRM and account-based marketing
- Owned the lead generation strategy and report on performance against KPIs such as Marketing Qualified Leads (MQLs) and Sales Accepted Leads (SALs)
- Managed the allocation and tracking of marketing program budgets and spending
- Project managed large-scale site consolidation and rebrand to successful launch of CentralSquare website
Viewpost
August 2015 – November 2017
Manager, Marketing & Operations
- Developed and execute overall strategy for marketing automation, corporate website, SEO/SEM and digital marketing efforts that support the organizations goals, reducing spend per conversion by 34%
- Created and managed email campaigns using Marketo marketing automation to include ideation, setup, testing, reporting, and integration with Salesforce CRM
- Measured and reported performance of marketing campaigns, and assess against goals (ROI and KPIs)
- Maintained marketing database including data imports, list segmentation, and campaign reporting
Digital Risk
October 2012 – August 2015
Digital Marketing Analytst & Coordinator
- Drive development of on-line strategy including prioritizing and refining requirements for web, e-mail marketing, mobile and social media
- Manage all external company web sites to improve web infrastructure, navigation, and customer experience and ensure that processes are scalable and flexible
- Redesign of corporate print marketing collateral working with each LOB for optimal audience messaging
- Manage targeted online marketing campaigns including: micro sites, landing pages, e-newsletters, e-mail blasts, online advertising, search engine optimization, social media and link strategy
Skills
Campaign Operations
Adobe Engage Certified Expert
Salesforce CRM
WordPress CMS
Display Marketing Strategy
Google Analytics
Project Management Tools
Smartsheet, Asana, Jira
Attribution Tools
Bizible, CaliberMind
Marketing Automation
HubSpot MAP
Account Based Marketing
Drupal CMS
Brand Management
Database Marketing
ABM Tools
Demandbase, Influ2
Webinar Tools
Zoom, Goldcast, Livestorm
Education
2005 – 2010
University of Central Florida
Bachelors of Science Business Administration
Certifications
2017 – 2023
Marketo
