Ashley Guglielmo Edel

Responsible for the overall strategy, creative development, implementation and optimization of integrated, multi-channel campaigns that deliver business priority goals, pipeline, and revenue.

● Drive branding, storytelling and marketing strategies for clients across social media, advertising, email, and website. ● Maximize targeted traffic, growing one client’s website visitors 132%, page views 104%, and time-on-site 50% YOY. ● Amplify sales during the pandemic including a client whose sales were down 75% and are now up 20% pre-COVID.

Oversaw the demand generation strategy including the digital campaigns, marketing operations, tech stack, lead management, business development, and reporting and analytics. ● Transformed the demand generation department including scaling marketing influenced revenue from $XM to $XXXM by developing the strategy, multi-channel execution, lead nurturing, tracking, reporting, and sales enablement. ● Partnered with the Solution, Product, Field and ABM teams to formulate integrated marketing campaigns across all online and offline channels to maximize lead generation, pipeline creation, and revenue. ● Aligned with Sales on strategy, goals, KPIs, campaign materials, training, tools, and personalized marketing initiatives. ● Managed the global digital advertising strategy across paid search and social, resulting in the delivery of thousands of high-quality leads under our CPL goal. ● Owned our Marketo strategy and platform, empowering 70 users across the globe to manage and track their campaigns. ● Increased phone MQLs by 60% and expanded team resources by launching a third-party 24/7 call center. ● Redesigned the database with improved segmentation, scale, and enrichment while abiding by GDPR, CASL, and other email laws. ● Advanced marketing operational capabilities including our lead lifecycle framework, lead scoring model, lead source tracking, best-in-class Marketo email and channel programs, and Marketo/Salesforce sync. ● Invested significant resources to build automated, sophisticated reporting via Domo including lead lifecycle, lead scoring, MQL, pipeline, revenue, campaign attribution, and ABM that were setup for different stakeholder personas. ● Drove the lead management work stream. Partnered closely with Sales and IT leaders to redesign the lead flow and management process, SLAs, and KPIs.

Marketo Masters: The Globe Trotter - Most Successful Global Rollout Finalist - 2017 Marketo Masters: Marketing Team of the Year, Enterprise Category Finalist - 2015 Oversaw the global digital and demand generation strategy across the organization. Led a cross-functional, cross-LOB team in the strategy and execution of marketing campaigns that drove new leads, nurtured existing prospects, and retained clients with the ultimate goal of increased revenue. ● Built a global team from one to ten, while leading the demand generation pod of 35 cross-functional colleagues. ● Developed the strategy and processes for scaling MQLs 4X and marketing influenced revenue 7X in 3.5 years. ● Partnered with Sales, Marketing, and IT stakeholders to develop and continuously optimize the lead flow process, funnel, and tracking. Led the Marketo and Salesforce integration, allowing our MQL process to be automated. ● Launched our global client support team allowing us to warmly qualify marketing leads across the globe. Grew team from one to three. ● Spearheaded an ABM pilot as an early adopter in the industry and personalized digital campaigns to 20 priority clients. ● Collaborated with the Solution and Product teams on the demand generation multi-channel strategy and nurture streams personalized by behavior, interest, persona, and customer lifecycle. ● Piloted digital advertising across paid search and social, exceeding KPIs and leading to an increased advertising budget. ● Introduced webinars as an effective brand and demand generation channel for driving leads, scaling to 100+ per year. ● Drove the SEO strategy and framework including hiring an SEO specialist, which increased organic search traffic.

Winner of two Experian "Shout Out" Awards: Driving for Results & Working Together Winner of Experian North America Employee Video Contest ● Led the marketing and demand generation strategy for an innovative new SaaS product, Experian Connect. ● Developed, launched and managed all of the marketing and sales deliverables including webpages, website placements, digital ads, collateral, email blasts, presentations, paid search and affiliate marketing. ● Conceptualized new marketing strategies and programs for continued product growth and expansion. ● Designed, curated and enhanced product and marketing content for both consumers, business professionals and SEO algorithms. ● Tested and optimized marketing funnels, including landing pages, email campaigns and PPC. ● Onboarded and managed partner relations. ● Provided strategic insight to senior management.

● Developed and executed demand generation marketing programs to drive incremental sales and profit. ● Managed PC Mall's internal and external marketing campaigns, including email blasts, direct marketing collateral, white paper sponsorships, events, webinars, online advertisements, and videos. ● Approved PC Mall branded emails (B2B and B2C); developed new email structure and design, ran testing, and analyzed each email. ● Oversaw PC Mall’s social media; added exclusive deals, technology news, “Deal of the Day” posts and social media promotions. ● Created, drove registrants and hosted customer webinars. ● Led and deployed digital signage project company-wide; created corporate template. ● Tracked, analyzed and reported program results, adjusted future programs to reflect key learnings.

Winner of two Above and Beyond Awards – 2008 ● Executed marketing campaigns, including: email blasts, online ads, trade shows, and webinars ● Designed, monitored, and analyzed email campaigns ● Launched and maintained three different versions of website ● Coordinated three weeklong worldwide sales meetings for over 75 people ● Maximized website code and keywords to optimize SEO and SEM for different search engines ● Oversaw the logistics and topics for weekly worldwide company recorded webinars ● Conducted user training on Salesforce.com, Live Meeting, and OneSource for entire sales team

● Performed nationwide marketing research and analysis to determine consumer product opinions. ● Designed and developed Pelican’s warranty card and copy edited company’s catalog. ● Collaborated with Creative Director on photo shoots to develop brand image.