Kerensa Hogan

- Transformed PMM messaging from tactical product guides to strategic customer-based positioning by leading market research initiatives that quantified an industry opportunity, defined its target customer and identified purchase intent. - Built institutional value of formal market research across PMM, Product and Corporate Marketing by capturing data used to make critical business decisions about product and category nomenclature, product-market-fit and affinity drivers to influence pipeline. - Weakened functional silos between product and product marketing in-service of the app-store by elevating its role as an acquisition tool through industry best practices and a 90 day growth target plan. - Expanded the support of market research to include global studies in the UK, France, Germany and Australia in the form of opinion polls and messaging.

Directive: lead the RingCentral Video core product messaging and positioning • Conduct market research to define the target customer and overall market opportunity for the video and messaging product roadmap • Capture and design research projects used to define the jobs-to-be-done unmet needs for new market opportunities • Work with finance, pricing, and solutions marketing to identify GTM KPIs and weekly performance metrics throughout the duration of the marketing plan • Direct design agencies to create operational templates like a core team product messaging guide and catalog assets • Collaborated across multiple business teams to define business requirements for end-to-end reporting that tracks discovery to download to daily active use • Create and drive cross functional team weekly performance analysis used to plan optimization planning needed to achieve KPI targets • Compose benefit driven messaging to help Sales and Partner teams create solution-based GTM plans for the field, partners, and solutions marketing teams • Partner with user research and user experience research efforts to gain a 360 POV of our customers to define high-value actions and strategic a-ha moments that lead the life cycle marketing strategy

Directive: Build biz/marketing tech to enable global acquisition promotions - Develop detailed global promotional and internal partner roadmap, project plans, including campaign goals, KPIs and messaging strategy. - Identify new marketing distribution channels and launch new promotional offerings, partnering with internal business and product teams. - Develop and refine 1-3 year promotion product roadmap, defining high level requirements, customer journeys and user states, working closely with product and development teams. - Drive business case development, forecasting and ROI targets for new opportunities. - Manage multi-million dollar promotion budget, driving KPI and ROI targets. - Oversee concept and creative development of campaign materials. - Partner with Internal Marketing stakeholders to lead quarterly business reviews and monthly leadership updates. - Establish ongoing test and learn approach to new and existing campaigns.

Objective: operationalize the role of PMM with teams new to the PMM function. • Partnered with principle product stakeholders to define a cross functional departmental process that accelerates the time to market product lifecycle. • Pitched and obtained buy-in from senior executive leadership a E2E GTM for a new product concept that included positioning, risk assessment to existing marketplace and actionable roadmap. • Managed the execution of the first half of E2E GTM to produce a clear product-market-fit, product positioning, refined ROS (run of show) and growth strategy for launch. • Created cross-functional processes and internal collaboration workflows between B2C and B2B PMM teams, regional marketing leadership, partnership marketing, growth/channel and product/engineering teams that included product deprecation and WW product launches. • Designed and lead qual and quant market research for new product innovation to define customer profiles and industry prioritization that resulted in data driven product market fit for our product team. • Built the strategy and roadmap for an internal program that supports ongoing customer-based research for future product innovation for B2B solutions. • Designed and lead departmental training curriculum (aka bootcamp) and competency development of junior level PMMs toward career promotion. • Wrote and managed the concept development of a consumer messaging research effort in a US, UK and Japan that was used to inform the worldwide GTM launch of a new in-app feature. • Created a strategic worldwide GTM and annual marketing plan for the 2018 consumer product release schedule chartered to shift brand perception, international awareness and long-term product adoption across three consumer segments with quarterly KPIs. • Partnered with data science task force to identify, track and assign data attribution models to in-app consumer action with usage indicators that will be used to inform milestone releases with business goals.

Objective: Drive Adobe's business for Creative Cloud by creating the go-to-market strategy and understanding future design trends and technology shifts that affect the Designer. Products: Project Felix, Adobe Capture CC (formerly Adobe Shape CC, Color CC, Hue CC and Brush CC), Photoshop Sketch, Illustrator Draw, Adobe Comp CC. - Work with product managers to define the go-to-market strategy for new product concepts, feature roadmap and overall product messaging as part of the post-concept approved process. - Design the content strategy for communication and functional marketing teams like paid search, email marketing, social media, public relations and training collateral for product launches, updates and end-of-life activity. - Manage monthly business operations on Adobe.com and app store content to maintain accuracy, messaging continuity and on-boarding programs. - Work PR on press and award outreach that has resulted in several product awards including best app of 2015 by iTunes, MediaPost Appy Awards – Capture CC named winner in Wildcard category, Tabby Awards Comp CC winner in 2015. - Partner with analytics and product teams to create, implement and evaluate customer conversion experiments directly in-app and across Adobe.com. Recent Program Examples: The Joy of Sketching (http://create.adobe.com/2016/1/25/the_joy_of_sketching_an_homage_to_bob_ross.html) Adobe Twitch Drawing Series (http://blogs.adobe.com/creativecloud/discover-what-eight-artists-created-using-adobe-mobile-apps/) Awards for campaign: Award of Excellence Winner in the Integrated Campaign – Business to Consumer category of the 2017 Communicator Awards Bronze Stevie Winner in the Communications or PR Campaign/Program of the Year - Technology category Project Felix https://www.youtube.com/playlist?list=PLD8AMy73ZVxVTi_pAlDPjfwLXlqenuD2s https://blogs.adobe.com/creativecloud/tag/project-felix/

Objective: To build a marketing business platform for their flagship mobile app called Kicksend, for iOS, Android, and Windows 8. - Developed and managed a digital content marketing strategy that reduced CPA by 62% and increased customer engagement within the first two months of implementation. - Wrote the business logic for a proprietary CRM tool that set the framework for NPS scoring, experiential data mining, and retention programs. - Collaborated with product design on tactical recommendations that resulted in achieving conversion goals over a 30 day sprint. - Identified key consumer segmentations and launched acquisition campaigns that received national exposure.

Objective: to lead product integration efforts for an incubator team responsible for taking MVPs from beta to v1.0 in new markets. - Created the on-boarding and training processes for field sales executives hired to sell beta products into un-tested consumer markets. - Set KPIs necessary to reach optimal product and consumer engagement goals that resulted in strategic pivots for product and marketing. - Stabilized business infrastructure post-pivot to enable sustainable growth and global product integration with cross-functional teams needed to scale market penetration into 2015.

Objective: to obtain agile development experience in a highly creative environment in 18 months. - Managed the production supervisor and animation supervisors’ daily production goals to ensure on-time delivery of shots and sequences in the animation pipeline. - Conducted the visual effects and director reviews and translated character continuity requirements for artists. - Responsible for the departmental morale and creative productivity.

Objective: To act as an individual contributor necessary to manage PR firms, creative agencies, and sales support. - Launched a strategic campaign to position the brain-trust of the company as innovative thought-leaders which resulted in securing term sheets for C-funding and the eventual acquisition of the company by Dell for $129 million. - Pitched key marketing program partnerships that enabled us to align with bigger brands, and their bigger marketing budgets, that gave us brand exposure at major storage conferences and events. - Drove lead generation programs to fill the sales pipeline that resulted in a 110% increase in sales activity. - Designed all sales support print and digital collateral.

Objective: To provide sales marketing support to SMB and national account executives responsible for 60% of the North American quarterly revenue. - Responsible for presale efforts with field sales representatives to major accounts in manufacturing, government, healthcare, finance, storage, and security industries that resulted in 100% renewal rate and an average 39% increase in quarterly spend. - Designed targeted online marketing programs with cost per lead (CPL) requirements that yielded an average over-delivery rate of 103%. - Provided editorial expertise for client lead generation content. - Presented midterm and final program performance reports to clients with key observations and data driven analysis. - Produced best-practice guides, economic trending analysis of online advertising spending, and industry changes in the Internet social media tools and new business developments and competitor activity.

· Utilized perception study results to identify consumer markets. · Supported sales efforts that resulted in over 75% increase of invested dollars · Managed the entire implementation of each program for online and offline deliverables. · Analyzed and presented the final ROI of each partner's investment. · Designed and implemented consumer email marketing acquisition and retention programs. · Managed an annual marketing budget of over $1 million. · Created internal production systems and processes. · Selected & supervised multiple advertising agencies, media buying reps, online advertising management firms, research firms, & fulfillment houses. · Initiated the start of a corporate style guide to establish consistency and creative integrity across all marketing collateral.