Colleen Hayes MBA

Recruited to design and execute an integrated marketing campaign to build executive relationships with 500 largest mainframe enterprise customers around the world. Partnered with sales to execute 44 white-gloved executive events resulting in an increase in renewal revenue and double digit increase brand favorability.

Director, Market Development, Laboratory Equipment and Connectivity Responsible for leading growth strategies and marketing campaigns for a $700 M global laboratory equipment and technologies business. Led the go-to-market strategy for the connected lab (Cloud and IoT) for the nearly $2B laboratory products division. Led the marketing strategy and execution, in a matrix structure across multiple continents, and delivered results. Highlights include: Repositioned the Ultra-Low Temperature Freezer portfolio and drove a new marketing strategy to turn-around revenue performance. Created the messaging and go-to-market strategy and launched 8 laboratory equipment product launches driving incremental revenue and a 79% Y/Y increase in e-Commerce revenue. Launched the companies first connected lab equipment, and developed award winning sales enablement resulting in $2M of incremental revenue.

Reported to the General Manager, as Director, led developer ecosystem strategy and global execution to attract new startups, student developers, ISVs, and business partners. Advanced Artifical Intelligence, IOT and Cloud growth initiatives and ecosystem development and marketing. Experienced in Enterprise Software markets. Oversaw a global team of 60. GLOBAL LEADERSHIP ♦ Built global startup and marketing execution teams across North America, Latin America, Europe, Asia, the Middle East, and Africa. ♦ Integrated a team from an acquisition into the business. ♦ Speaker at entrepreneur conferences such as SxSW, Boston HubWeek, SmartCamps WORLD WIDE STRATEGIC PARTNERSHIPS ♦ Built out IBM’s entrepreneur ecosystem with organizations such as MassChallenge, 500 Startups, LAUNCH, Techstartup.in,, IBM has 300+ global entrepreneur community partners today. ♦ Partnered with third party entrepreneurial firms to host 40+ pitch competitions around the world resulting in thousands of new startups on IBM technologies: Cloud, IoT, Aritifical Intelligence, Mobile. ♦ Created and launched new community program, Digital NYC, resulting in 121M social impressions, achieved top ten trending topics on Twitter in US. Over 250 journalists at live press conference with 1200+ Livestream views, USA Today, Bloomberg, CNN.com, TechCrunch, Crain's New York, Forbes. BUSINESS DEVELOPMENT AND OFFERING MANAGEMENT ♦ Recruited 2,600 ISV partners. Worked with partners to generate nearly $1B in revenue. ♦ Created and launched a new cloud offer for startups and grew startup membership by 4.5x and generated $35M in revenue (up 200% YTY). ♦ Launched a new academic cloud offer to university faculty and traditional students and new code school and on-line learning organizations.

Reported to the Vice President Marketing, as Director of Product Marketing, led a marketing team focused on developing the marketing plan and driving execution to deliver pipeline and revenue goals for the IBM Collaboration Solutions portfolio, in the Enterprise Software market. A change agent in creating a 24/7 global marketing continuous launch strategy. Led demand marketing teams across the global to launch products and drive pipeline across all channels. DROVE GLOBAL SAAS REVENUE GROWTH ♦ SmartCloud for Social Business continuous launch contributed to +260% pipeline growth YtY. ♦ Digital Experience launches helped drive pipeline growth from -2% in Q1 to +30% in Q4. ♦ Re-branding and launch of Notes and Domino portfolio, the first major release of these products in five years as a competitive strategy that allowed for a 20 point pipeline increase over the course of the year. LED CUSTOMER ENGAGEMENT AT USER CONFERENCE AND DIGITAL ♦ Marketing executive for IBM Connect, user conference, with over 5,000 attendees. Client registrations up 5% YTY - and 48% are net new to the event. Attained full event sponsorship revenue target of $1.67M. ♦ Marketing executive for all digital properties for the products and the Social Business Category.

Held a variety of marketing and strategy leadership positions at local, national and international levels. Focused on driving top-line revenue growth leading global marketing campaigns and programs and building the divisions business strategy. PIPELINE GROWTH AND CAMPAIGN STRATEGY ♦ Managed worldwide project teams in driving top-line revenue growth through building pipeline and increasing yield across the portfolio. Drove pipeline actions generating $2+billion in pipeline annually. ♦ Arrested decline and restarted growth in Asia-Pacific regions and Japan. ♦ Exceeded $10 million in campaign revenue goals. Delivered over 150% of lead target. GLOBAL TEAM LEADERSHIP ♦ Responsible for the global corporate launch of Social Business: shaped the marketplace, created awareness, established IBM leadership, drove demand and capture revenue. ♦ Conducted business assessment to identify and develop strategies to exploit market opportunities in North America, South America and Asia-Pacific. ♦ Directed geography marketing teams in adapting and customizing strategies and plans for localization across the globe. AWARD WINNER ♦ Received focus BRAVO AWARDS for marketing and leadership excellence. ♦ Awarded the Marketing Leadership Award for establishing the market planning discipline.

AWARD WINNING ♦ Received nine national awards for marketing excellence. CAPTURE REVENUE ♦ Maximizing sales results against resources through carefully crafted business and marketing plans. EVENT MANAGEMENT ♦ Championed over 200 strategic and tactical seminars, teleconferences, tradeshows, meetings, and large events annually across 13 states.

Since Opening in 1992, Mall of America® has revolutionized the shopping experience and become a leader in retail, entertainment, and attractions. Mall of America is one of the top tourist destinations in the country as well as one of the most recognizable brands. Mall of America has earned a national reputation for entertaining guests. GRAND OPENING LEADERSHIP ♦ Leader on the Grand Opening team ♦ Spearheaded comprehensive tourism marketing strategy. ♦ Created and Managed the tourist customer experience and Group Sales department. PUBLIC RELATIONS ♦ Conducted over 1,000 media interviews with regional, national, and international press, such as CBS Evening News, BBC, and 48 Hours. CAPTURED REVENUE ♦ Developed and implemented strategic tourism marketing campaigns on regional, national and international levels achieving 44% of all visits and 50% of the gross sales annually. ♦ Forged partnerships to drive incremental revenue.