Laura Walker
Charlotte, NC 28202
+1 (704) 231-3338
GLOBAL WEB STRATEGY AND DIGITAL MARKETING LEADER
- Accomplished, multi-faceted internationalmarketing leaderwith two decades rich experience in high-technology, financial services, banking, industrial, manufacturing, and consumer products industries.
- Expert in facilitating accelerated adoption of new technologiesthrough demand generationprograms including digital and direct marketing, marketing communications, educational content, and offline and online events.
- Specialization in dynamic content application software whose experience driving the development and launch of innovative multimedia and web technology solutions begins in 1990 and encompasses direct contributions to eBusiness standards.
- Recognized for award-winning, goal-breaking marketing initiatives. Demonstrated results in driving market-making outreach programs, launching new products and services, and deploying marketing programs that speak to market influencers and decision-makers in a meaningful, persuasive, and actionable way.
CORE COMPETENCIES
Websites Portals Social Media eCommerceSearch Engine Optimization & Marketing (SEO & SEM)
Direct Marketing, Digital and Print Marketing CommunicationsPrint & Online Advertising Market Research
Product Marketing Management Event Management Public, Media, and Analyst Relations
Market Research and Go-to-Market Plan Builds including demographic, firmographic, and psychographic analyses
Business Case Modeling including Demand and Revenue Forecasting, Profitability Analysis
Expert in Microsoft® Word, Excel, PowerPoint, Publisher, FrontPage, Adobe® Creative Suite, Salesforce.com CRM
PROFESSIONAL EXPERIENCE
CONSONUS TECHNOLOGIES, Charlotte, NC
Online Marketing ManagerFebruary 2009–Present
Drive high-growth lead generation, customer acquisition, retention, and expansion, and revenue generation programs through digital assets such as website and customer portal and marketing initiatives including SEO, SEM, email marketing campaigns, and social media. Coordinate marketing, technical and creative partners, internal IT resources, and direct and inside sales teams to efficiently identify, nurture, convert, and close opportunities. Customize and extend CRM system (Salesforce.com) and content management system (DotNetNuke) to support the business.
Global Marketing and Business Development Consultant, Charlotte, NC2003–Present
Clients:
Financial Institution Marketing Specialist atVISA, the world's largest retail electronic payments network, July 2008-Present: Provide leadership to Financial Institution client across all Visa products and services. From strategy through execution, deploy end-to-end marketing services on strategic initiatives. Align Visa product, marketing, and sales objectives and resources to client business needs. Deliver, coordinate, and coalesce marketing insights with key stakeholders to influence marketing strategies and programs. Earn marketing thought leadership by providing insight-driven, data-focused, actionable marketing point of view. Direct and implement best-in-class marketing solutions and trends to ensure consistent and effective use for meeting client business objectives and needs. Contribute Visa point of view, socialize key learnings, and collect best practices among stakeholders. Efforts extended client’s position as one of the most robust card portfolios in the country.
Vice President Global Marketing atAdvanced Detection Technology, manufacturer ofphysical security systems, November 2007-July 2008: Conceived, developed, and implemented new brand strategy, including print and electronic media, tradeshow/exhibit materials, product literature, and dealer engagement and support materials.Launched two new websites (one eCommerce) involving content architecture and search engine optimization (SEO). Search engine marketing (SEM) programs resulted in 200% gains in traffic and 20% week-on-week lead growth rate.Nurtured media and analyst relationships to secure editorial space featuring product announcements and expert point of view. Generated demand through education-based outreach programs including web events, online publications, and blogs. Launched eNewsletter, achieving 800 subscriptions within 60 days.
Director of MarketingatBody Worlds, museum exhibit, July-November 2007: Drove record-breaking attendance through public relations and consumer marketing programs including radio, TV and print media, viral and community marketing, street team, and direct marketing.
Vice President Global Marketing atOmega Performance Corp, training and consulting firm serving financial institutions, October 2005-April 2007: Managed 8 corporate and field marketing staff across North America, EMEA, South America, Africa, and Asia/Pacific. Directed integrated marketing campaigns and business development programs to effect over 50% lead generation and 15% revenue growth rate. Conceived, developed, and launched refined web content architecture including search engine optimization (SEO) and paid and natural search marketing (SEM) programs resulting in 200% traffic increase and 20% month-on-month lead growth rate.Generated 6000+ new leads, converted 40% to active prospects and 10% to clients through 40,000+ direct mail pieces supplemented with integrated electronic marketing tools such as microsites.Secured best-of-industry brand visibility through publishing thought leadership content in electronic and traditional trade, consumer and business publications. Produced online education-based outreach programs including web events, online publications, and blogs. Increased e-newsletter subscriptions 50% to 8000 total.
Vice President of MarketingatCooling Technology, manufacturer of process cooling equipment, September 2004-June 2005: Delivered 30% revenue growth by restructured marketing and sales operations. Increased traffic 300% through search engine optimization, search marketing and directory listings. Transformed website into dynamic industrial products catalog, including automated QuickQuote® mechanism and buying decision support framework. Wrote feature articles for leading trade publications. Boosted qualified leads by 400%, and contributed 30% increase in bookings with overall +50% ROI.
Executive Director ofContent Management Professionals, not-for-profit professional association, March 2005-October 2006: As part-time Executive Director, crafted membership business model, drove all organizational functions including implementation of aggressive fundraising model and launch of website for 400-member professional association.
Strategic Marketing Consultant atXBRL InternationaL, not-for-profit global technology standards association in the financial services sector, February-August 2004: Working with PWC, KPMG, the Bank for International Settlements and others, designed new funding program for global financial services standards organization.
Strategic Marketing Consultant atEPC Global, not-for-profit RFID standards association, January-July 2004: Developed launch materials for individual industry segment, and strategic marketing and industry engagement frameworks. Designed credentialing process for vendors.
The Federal Reserve, Boston, MAJanuary 2002– October 2003
Payments System Standards Coordinator—eBusiness Strategy Office
Developed recommendations for electronic business strategies to facilitate accelerated adoption of electronic payment mechanisms within domestic and global banks. Conceived, designed, and implemented vendor development of large-scale payments standards information portals. Provided expertise to industry analysts, briefed payments network executives, and organized development groups. Built global network of banks, non-governmental organizations (NGOs), and trade groups to roadmap and deploy standardization of domestic and international payment systems.
OASIS(electronic business standards development organization), Boston, MAMarch 1999– September 2001
Executive Director
Collaborated with Board on strategic goals, grew membership base, and facilitated supply chain and trade group interactions for $1.9M standards development organization. Managed 12 direct reports. Served as spokesperson and champion for products, redeveloped brand, communication, and services to secure position as principal driver of eBusiness paradigms.
- Drove 100% plus revenue growth from $360K to $900M in first 10 months through direct and online marketing programs. Increased staff 600%. Launched U.S. headquarters and three European offices.
- Created and executed intensive media/analyst/public/industry relations campaigns resulting in 50+ interviews with leading trade and business publications. Campaign integrated 40+ speaking engagements, 100+ events, 10+ conferences, and eight education-based seminars.
- Secured 50% revenue increase within 90 days through ideation, design, and deployment of two web-based information channels that served as fund-raising platforms for organization.
Proxima (now InFocus), San Diego, CAOctober 1997– March 1999
Senior Product Marketing Manager
Revitalized $110M product line and roadmap, increasing profit margins five-fold, and fueled new $10M eCommerce unit. Generated $72M in revenue at goal-breaking 22% margins within first six months of tenure. Boosted sales of niche products from $4.5M to $20M and margins from less than 10% to more than 60%. Instrumental in doubling stock price and securing support from shareholders on acquisition proposal.
- Launched three new products within first 60 days of tenure, breaking volume goal by 30%. Optimized launch program to dealer channel to beat competitor to market and achieve #1 share.
- Spearheaded first eCommerce channel in multimedia projectors market, yielding 50% increase in sales volume and preservation of profit margins.
Chrystal Software(a Xerox Venture, now Astoria Software), San Diego, CAMay 1994– September 1997
Director of Worldwide Marketing
Accountable for product management, training, documentation, marketing communications, and direct marketing. Led startup of company spinoff to $8M sales in 24 months and achieved breakeven two years ahead of goal. Launched ACE “Advanced Customer Engagement” program to accelerate dealer adoption, leading to 50% revenue contribution. Halved time-to-market by enhancing product roadmap, management, and launch strategies.
Intergraph Corporation,Huntsville, AL September 1990– May 1994
Manager, Product Marketing & Pre-Sales
Manage global product marketing function including product launch and pre-sales engineering for direct sales and dealer channels. Instrumental in securing multi-year, multi-million dollar U.S. Navy contract through rigorous product benchmarking. Responsible for global staff of eight pre-sales engineers, and for delivering >50% revenue for division through value-add sales to Company’s core base of industrial and engineering clients.
EDUCATION
Bachelors Business Administration, Cum Laude— Faulkner University, 1995
Masters Business Administration — Western Governors University, est. 2010
AFFILIATIONS
Member — Direct Marketing Association
Member — American Marketing Association
Board of Directors — American National Standards Institute (ANSI-X9)
Financial Services Task Force — Object Management Group (OMG)
Standards Delegate — United Nations Centre for Trade Facilitation and Electronic Business (UN/CEFACT)
Member — Financial Services Technical Committee (FSTC), Universal Value Exchange (UVX)
Member — Trade & Business Process Group 5, Finance Domain, UN/CEFACT
Member — BITS Financial Services Roundtable
Board of Directors — OASIS
HONORS / AWARDS / NOTEWORTHY
White House Office of Science & Technology Policy— Roundtable Guest
Mobile Maven Award, Mobile Computing Magazine— 1997 Recipient
“Scaffolding the New Web: Standards & Standards Policy for the Digital Economy,”
RAND Science and Technology Policy Institute—Reviewer
“Close the Loop on Clean Cooling Water,” Plastics Technology Magazine, December 2004 — Author
BusinessWeek, Wall Street Journal, London Financial Times, et al —Interviews
FEATURED SAMPLES
(note active links)
- Advanced Detection Technology
- The Security Store®
- Omega Performance
- Cooling Technology
- OASIS
- The Cover Pages
- XML.org
- Online demo, featuring avatar
- Integrated campaigns
- Plastics Technology Magazine: “Close the Loop on Clean Cooling Water”
- Standards Opportunities in Payments System
- The Check is Not in the Mail: Preparing for the Payments Shift
- Advanced Detection Technology
- Content Management Professionals
- Omega Performance