Resume

SALLY DUDA – Marketing Operations Professional

484.686.5323 | sally.w.duda@gmail.com | https://www.linkedin.com/in/sallyduda

My focus: Add value, solve problems, get things done

SKILLS & EXPERTISE

  • Marketo Certified Expert
  • CRM: MS Dynamics 365 & Salesforce
  • Marketing Automation: Marketo, Eloqua & HubSpot
  • Lead Scoring & Lifecycle
  • Email Marketing & Lead Nurturing
  • Landing Pages
  • A/B Testing
  • Marketing Analytics
  • Project Management
  • Web Content Management: WordPress & Drupal
  • HTML & CSS, JavaScript & C#
  • Microsoft Office: Excel, Word, PowerPoint

EXPERIENCE

CHANGE HEALTHCARE (MCKESSON) | MARKETING OPERATIONS MANAGER | JAN 2017 – PRESENT

Lead and manage the marketing automation system, Marketo, in support of the overall marketing strategy for multiple software product lines. Execute digital marketing programs including email blasts and webinars. Analyze and optimize the performance of programs, campaigns, emails, and landing pages.

  • Reduced email bounce rates by 15% by identifying root causes and implementing processes to quarantine leads with serial bounce activity
  • Developed responsive html email templates that leveraged features of Marketo Email Editor 2.0
  • Developed responsive html landing pages templates that utilized Marketo Guided Landing Page Editor and the bootstrap framework

PROSPEROWARE | MARKETING OPERATIONS MANAGER | MAR 2016 – DEC 2016

Executed all electronic demand generation programs. Managed CRM, marketing automation system and integration between both systems. Maintained corporate website.

  • Implemented Marketo marketing automation and integration with Dynamics CRM within 90 days. Created and executed project plan that included integration with corporate website, transitioning gated content, creation of marketing program templates, creation of email templates, management of lead lifecycle and data segmentation
  • Upgraded corporate website to a new WordPress theme within 30 days. Upgrade required moving all content to Elegant Theme’s Divi theme objects

WORKZONE | DIRECTOR OF MARKETING OPERATIONS | DEC 2015 – MAR 2016

Responsible for marketing performance metrics and reporting. Defined strategy for demand generation programs including lead nurture campaigns, administered corporate website, marketing automation tools and CRM, created high impact marketing collateral, managed marketing projects and led marketing team and consultants.

  • Designed and executed a marketing campaign targeting college marketing teams which resulted in a threefold increase in webinar registrations from the previous year, 50% attendance rate & 14% conversion rate (MQL/Attendees)
  • Created two cornerstone pieces of marketing collateral: Project Management Software Readiness Assessment and WorkZone ROI Calculator to address needs of buyers in consideration and decision phases of buyer journey

POWEROBJECTS | CRM CONSULTANT | OCT 2015 – DEC 2015

Provided consulting services in project management, business analysis, configuration, training and support services for Microsoft Dynamics CRM projects.

 

NEXTDOCS | SR. MANAGER MARKETING OPERATIONS | MAR 2013 – SEP 2015

Developed, managed and executed operational processes in support of lead generation programs. Reported on marketing metrics to measure success of marketing activities. Administered CRM and led project initiatives to align marketing and sales platforms with business strategy.

  • Optimized lead scoring program, which increased MQL to Opportunity conversions by 15%.
  • Assumed responsibility for Social Media outreach that led to a 300% increase in reach and engagement on LinkedIn
  • Executed project to migrate from CRM 2011 On Premise to CRM 2013 Online on time and 35% under budget
  • Completed website redesign project in 3 months on WordPress that positioned NextDocs to capture more robust web analytics and engage in search engine optimization

NEXTDOCS | SR. PROGRAM MANAGER | FEB 2011 – MAR 2013

Translated business requirements into conceptual designs, user stories, and acceptance tests in an agile development environment. Established, maintained and evangelized release plans to ensure stakeholder alignment. Participated in daily standups, sprint planning and sprint retrospective meetings. Administered CRM and lead project initiatives to align CRM with business strategy.

  • Initiated and managed a project to improve the quality of customer information by consolidating customer data into one system, Microsoft Dynamics CRM, which led to the adoption of NextDocs CRM as the primary platform for Sales, Services and Marketing programs
  • Directed a cross functional team to define and sell services for migrating customers from NextDocs for SharePoint 2007 to SharePoint 2010
  • Successfully led the release of NextDocs first language pack containing double-byte characters for the Japanese Life Sciences market

SUNGARD AVAILABILITY SERVICES | PRODUCT MANAGER | MAY 2008 – FEB 2011

Managed the product lifecycle for BIA Professional and Risk Assessment from requirements through product launch. Executed go-to-market strategy, educated customer-facing groups, collaborated with marketing on product collateral and supported new product implementations.

  • Initiated customer research focused on early adopters of new version of BIA Professional software, which provided direction for subsequent releases
  • Leveraged Pragmatic Marketing methodology to create Market Requirements Worksheet (MRW), which enabled the Product Management group to prioritize investments in time, money and resources in roadmap and release planning
  • Established eight-person customer advisory group for BIA Professional

STROHL SYSTEMS GROUP | PRODUCT MANAGER, SOFTWARE | SEP 2006 – MAY 2008

Promoted from development to drive the product roadmap for BIA Professional and Risk Assessment. Created product requirements and wireframes and led the re-design of BIA Professional and the creation of a new product, Risk Assessment.

 

STROHL SYSTEMS GROUP | SENIOR DEVELOPER/PRODUCT ANALYST | MAY 2003 – SEP 2006

Developed and maintained business continuity planning software in C# and VB 6.

  • As scrum master and lead product analyst, led the successful development and deployment of the Migration Manager tool used by over 265 customers to migrate their legacy application data to the new version of their business continuity planning software
  • Selected in a department of 17 developers as the subject matter expert in Crystal Reports development
  • Developed reporting service in C# for Crystal Reports generation

EDUCATION & CERTIFICATIONS

  • Bachelor of Arts – Sociology, University of South Florida, Tampa, FL, magna cum laude
  • Marketo Certified Expert (2017)
  • Marketo Specialist: Email Deliverability (2018)
  • Inbound Marketing Certified (2016)
  • Pragmatic Marketing Certification – Product Management (2007)
  • Microsoft Certified Solution Developer – Visual Studio (2002)