Summary
Overview
Work History
Education
Skills
Timeline
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Ann Margaret Laidlaw

Melbourne,VIC

Summary

I am a results-driven, creative enterprise account executive with over 30 years of experience in managing complex sales strategies for the Technology, Advertising, and Marketing industries. Throughout my career, I have developed trusted client relationships and consistently exceeded sales goals in competitive environments.

My innovative, customer-centric solutions are aligned to business value and I am proficient in evaluating data and applying advanced sales, prospecting, and territory strategies. With a track record of success, I have the ability to influence stakeholders, organize competing priorities, manage complex sales strategies and contribute to business process improvements.

I hold relevant tertiary qualifications with a recent post graduate in Anthropology. I am trained in Challenger, SPIN, Value and Consultative sales techniques.

Overview

36
36
years of professional experience

Work History

ENTERPRISE ACCOUNT DIRECTOR

SALESFORCE
MELBOURNE, VIC
10.2021 - 02.2023
  • As the Enterprise Account Executive for Retail clients my responsibilities were to prospect new accounts and opportunities in exisiting retail accounts to drive investment and revenue. I would initiate business discussions with clients at the C-Level to understand the short and long term corporate objectives. I would ensure customer success to maintain account retention and build the sales strategy for the Salesforce team assigned to my accounts. My research and understanding of the Key Accounts was essential to challenge the clients thinking to then collaborate with the technical and sales team to build a technical roadmap of products aligned to the business needs and then build the sales strategy to manage the teams process of delivery.
  • Prospected and won two New logos with multi cloud SaaS solutions and roadmap for a digital transformation.
  • Networked the Enterprise, C-Level and Executives.
  • Used Challenger, Value and consultative sales techniques to drive successful sales conversations.
  • Evaluated customers companies to understand the critical priorities to propose products and services to optimize business efficiencies.
  • Lead sales planning, development and account management to grow existing accounts and establish new sales accounts.
  • Analyzed market, industry and client objectives to accurately forecast retention and growth targets.
  • Coached, developed and motivated team to achieve revenue goals.
  • Promoted and sold product concepts and offerings to multiple stakeholders across different departments within organization.
  • Collaborated with sales support, product delivery and customer service departments to manage service delivery and build client retention.
  • Researched and developed pipeline of clients that demonstrated interest in organizational partnerships.
  • Designed and implemented personalized solutions for each client.
  • Increased profitability within accounts by cross-selling additional products.
  • Evaluated customers companies to understand the critical priorities to propose products and services to optimize business efficiencies.
  • Provided product demonstrations for customers to showcase features, handle concerns and capitalize on new sales opportunities.
  • Maintained updated knowledge of changing industry, standards and trends related to accounts.
  • Prepared sales presentations or proposals to explain product specifications or applications.
  • Used consultative sales strategies to effectively overcome client objections and maximize sales activity.
  • Created new revenue streams by increasing market coverage while driving company profits.
  • Studied and researched competitive landscape and emerging technologies to position brand in marketplace.
  • Revived dormant accounts by re-establishing relationships with key decision-makers.
  • Developed sales pipeline by cold-calling, canvassing and obtaining referrals.
  • Utilized CRM to collect, organize and manage sales data and customer information.
  • Attended various networking events to identify sales opportunities and build relationships.

Enterprise Account Executive

Gartner, Inc.
Melbourne, VIC
09.2015 - 08.2021
  • As a Gartner Account Executive I was responsible for maintaining retention and growing the revenue of my accounts with Oil and Gas, Pharmaceutical, FMCG, Victorian and South Australian Utility clients. I researched my accounts business performance and objectives to understand their technical requirements to hypothesis alignment of Gartner services. I would then lead client conversations with a strong knowledge of their business needs then collaborating my findings with the Gartner international technical analysts and senior technology executives to build a roadmap of service aligned to technical requirements. I would manage the sales strategy and process assigning the optimal Gartner services to provide customer value.
  • I Exceeded sales goals by 20% on $2.1 million portfolio using Value, Challenger and consultative sales techniques.
  • Evaluated industry, market trends and client objectives to accurately forecast retention and growth on accounts and territory.
  • Collaborated and developed sales tactics with sales support, product delivery and customer service departments to manage efficient service delivery and build 85% retention.
  • Achieved sales goals, increasing revenue by 25% for top accounts in Utilities, Oil & Gas and expanding personal sales portfolio by 3 new accounts.
  • Evaluated customers companies to understand the critical priorities to propose products and services to optimize business efficiencies.
  • Implemented professional sales presentations to creatively communicate product quality and market comparisons.
  • Built strong, professional relationships through identification of client needs, which increased overall sales and opportunities.
  • Used effective communication and interpersonal skills when meeting and speaking with clients, which promoted long-lasting relationships.
  • Interacted with prospects and asked questions to determine appropriate products and solutions to meet individual needs.
  • Designed and implemented personalized solutions for each client.
  • Promoted and sold product concepts and offerings to multiple stakeholders across different departments within organization.
  • Filed accurate weekly, monthly, quarterly regulatory paperwork and maintained organization to support smooth audit processes.

Victorian Product Manager

News Corp Australia
Melbourne, VIC
11.2013 - 09.2015
  • As a Newscorp Product Manager I was responsible for creating or retiring Newscorp print or digital product lines. I was required to design and implement new print or digital product lines. I was required to build business cases including an assessment of product lines performance, full return on investment, total costs of ownership for investment or retirement of products lines to present to the Managing Editor and Managing Sales Director. I was required to perform a competitive, market and product data analysis, collaborate with all levels of sales teams to guide the business evaluation to then create the sales collateral and strategy.
  • Boosted new product introductions ROI to 59% while maintaining 130% operating profit margin on $12 million product portfolio..
  • Created award-winning programs, strategies, and sales tools from concept to completion, resulting in greater team efficiency and effectiveness.
  • Grew Advertising business sales by 59% in 1 Year.
  • Increased new client acquisition by 32% over previous quarter.
  • Evaluated industry, market trends to accurately forecast to retire legacy products and opportunities for growth for sales and profit margin.
  • Worked with Managing Director, Category, Sales Managers and Chief editors to coordinate marketing activities focused on successful promotion of Magazines, In Paper and Online Products.
  • Developed trend forecasting techniques and strategy to improve product promotion and reach target demographics.
  • Recommended product changes to enhance customer interest and maximize sales.
  • Balanced organizational objectives against customer satisfaction and profit demand to create optimal pricing strategies.
  • Gathered data, including product reviews and case studies to inform management and stakeholders.
  • Created product promotion plans and marketing initiatives to increase brand awareness.
  • Conferred with advertising managers to develop and implement marketing plans.
  • Implemented improved landing page strategies to increase conversion rate.
  • Executed research and due diligence in an effort to improve sales lead pipeline.
  • Supported all sales team members to drive growth and development.
  • Forecasted sales numbers and product profitability to determine ideal strategies.
  • Worked with Managing Director, Category, Sales Managers and Chief editors to coordinate marketing activities focused on successful promotion of Magazines, In Paper and Online Products..
  • Aligned activities with corporate objectives by coordinating marketing, sales and IT processes.
  • Liaised with sales, technical services and customer relations personnel to drive on-time, under-budget project completion.
  • Collaborated with sales, service, finance and logistics departments to influence critical business growth outcomes.
  • Captured new customers by optimizing business strategies and launching products to diversify offerings.
  • Reduced process lags by managing employees and administering training on best practices to ensure optimal productivity.

Senior Account Executive

News Corp Australia
Melbourne, VIC
11.2004 - 11.2013
  • As a Newscorp Key Account Manager I was responsible for growing and maintaining retention of revenue across all Victoria Education Accounts. To build client value and drive growth in revenue and margin I responded to advertising agency briefs, developed marketing and advertising campaigns to pitch to advertising agencies and Universities and TAFEs marketing teams. My understanding of the Education industry was essential to develop tailored creative advertising solutions across print and digital platforms to optimise audience engagement.
  • Cold called more than 120 potential customers each 1 Year and maintained 85% conversion rate on leads.
  • Managed over 19 Key Education Accounts and 120 Training providers at one time while bringing in over $9 million in revenue over 1 Year.
  • Generated over $9 million in revenue by identifying market/client needs, developing tailored media solutions and presenting to the enterprise, c-level and executives.
  • Developed 35 new accounts within 1 Year.
  • Formulated plans to expand business operations, growing overall territory 32% in 1 Year. Researched and secured new accounts within assigned territory to increase sales and profitability.
  • Reviewed accounts for delinquencies and other ongoing issues.
  • Strengthened online presence to capitalize on emerging trends.
  • Updated account plans based on changing markets, customer conditions and competitor activity.
  • Drove sales of company products and services by meeting with customers using strategic and organized approach.
  • Developed and implemented advertising strategies to drive substantial growth in Education & Careers.
  • Worked with Advertising Agencies and Marketing Managers to plan, build, carry out and measure campaigns.
  • Reviewed advertising copy, design comps and final art to approve work.

Senior Account Manager

Fairfax Media
Melbourne, Victoria
06.1996 - 06.1998
  • As a Fairfax Senior Account Manager I was responsible for growing and maintaining retention of revenue across Good Weekend and Sunday Life magazines. To build client value and drive growth in revenue and margin I responded to advertising briefs and developed advertising campaigns to pitch to advertising agencies and client marketing teams My understanding of the clients business needs and industry was essential to develop tailored creative advertising solutions across print and digital platforms to optimise audience engagement.
  • Retention 100% and grew accounts by 45% with creative Multiplatform advertising schedules.
  • Managed global retail and car accounts to target AB audiences. .
  • Researched and secured new accounts within assigned territory to increase sales and profitability.
  • Launched and sold the renovation of the Good Weekend and Sunday Life magazines.
  • Collaborated with advertising agencies and accounts marketing teams to develop strategic advertising strategies and schedules with Fairfax magazines.
  • Established, documented and implemented account management processes and procedures.
  • Cross-sold print and digital creative campaigns to increase profitability within accounts.
  • Cultivated deep knowledge of customer businesses and relationship to company objectives.
  • Developed and implemented advertising strategies to drive substantial growth.
  • Negotiated contracts and fees with media professionals to secure pricing.
  • Worked closely with executive team and editorial team to create creative advertising concepts to launch new products and engage target audiences..

Senior Account Executive Weekly Times

Newscorp
Melbourne, Victorai
07.1994 - 06.1996
  • As a Senior Account Executive for the Weekly Times I was responsible for growing and maintaining retention of revenue across Agricultural newspaper the Weekly Times. To build client value and drive growth in revenue and margin I responded to advertising briefs and developed advertising campaigns to pitch to advertising agencies and client marketing teams My understanding of the Agricultural industry and clients business needs was essential to develop tailored creative advertising solutions across print and digital platforms to optimise audience engagement.
  • Prospected new accounts and increased existing clients investments to growth of 67%.
  • Researched and secured new accounts within assigned territory to increase sales and profitability.
  • Formulated plans to expand business operations and grow overall territory and client base.
  • Oversaw high-worth accounts by directing employees and coaching new account managers.
  • Identified customer needs by asking questions and advising on best solutions.
  • Used excellent verbal skills to engage customers in conversation and effectively determine needs and requirements.
  • Developed creative advertising concepts collaborating with editorial teams for advertorial opportunities.
  • Launched competitions as additional opportunity for advertising campaign.
  • Drove sales of company products and services by meeting with customers using strategic and organized approach.

Sales Manager

Myer
Melbourne
12.1986 - 05.1994
  • As a Myer Sales Manager I was responsible for managing growth of retail sales and margin across womenswear, liaising with the buying division, suppliers, senior management and sales teams to manage optimal stock range.
  • Managed women's apparel sales and a team of 44 sales people.
  • Merchandised product categories to Myer standards.
  • Recruited and trained sales team.
  • Managed stock inventory and stock loss assessment.
  • Developed sales plans, goals, strategies and objectives to achieve team goals and revenue objectives.
  • Tracked monthly sales to generate reports for business development planning.
  • Performed sales consultations and educated sales teams on products and services.
  • Created and maintained sales culture to support business objectives.
  • Analyzed business and sales targets using critical problem-solving skills.
  • Boosted revenue and facilitated sales activity while developing consistent employee measurements for exceeding goals.
  • Reduced process gaps by hiring, supervising and coaching employees on sales strategies and protocols, optimizing performance, growth and profitability.

Education

POST GRADUATE - ANTHROPOLOGY

University of Melbourne
Melbourne, VIC
2022

Bachelor of Arts - Marketing And Communication

Monash University Caulfield Campus
Caulfield East, VIC

Bachelor of Arts - Art

Deakin University Geelong Waterfront Campus
Geelong, VIC

Skills

  • Exceptional Customer relationship management
  • Sold SaaS and complex technology strategies to the Enterprise, C- level and Executives
  • Exceeded Quota over $18 to 7 million
  • Challenger, Value and consultative selling techniques
  • Retail experience trained in Coles Myer as a buyer and Store Manager
  • Accurate, analysis, assessment and forecasting
  • Lead strategy planning for sales tactics
  • Customer Portfolio Management
  • Consultative and Value selling
  • Client Requirements Assessment
  • Strategic Planning for accounts
  • Project Management
  • Sales strategies implementation
  • Team collaboration
  • Negotiation and Persuasion
  • Objection and Problem-Solving
  • Analytical Thinking
  • Prospecting abilities
  • Account Acquisition
  • Revenue generation
  • Data tracking and analysis
  • Salesforce Software
  • Sales Records Management
  • Customer and Market Trend Analysis
  • Advertising Campaigns
  • Cross-Channel Marketing
  • Customer Trend Analysis
  • Relationship Building with new and existing customers
  • Sales Statistics Analysis
  • Market Trend Analysis
  • Business Analytics
  • Lead Identification and Generation
  • Client Base Retention
  • Competitor Analysis
  • Business Growth Opportunities

Timeline

ENTERPRISE ACCOUNT DIRECTOR

SALESFORCE
10.2021 - 02.2023

Enterprise Account Executive

Gartner, Inc.
09.2015 - 08.2021

Victorian Product Manager

News Corp Australia
11.2013 - 09.2015

Senior Account Executive

News Corp Australia
11.2004 - 11.2013

Senior Account Manager

Fairfax Media
06.1996 - 06.1998

Senior Account Executive Weekly Times

Newscorp
07.1994 - 06.1996

Sales Manager

Myer
12.1986 - 05.1994

POST GRADUATE - ANTHROPOLOGY

University of Melbourne

Bachelor of Arts - Marketing And Communication

Monash University Caulfield Campus

Bachelor of Arts - Art

Deakin University Geelong Waterfront Campus

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Ann Margaret Laidlaw