Rachel Hoath

• Managed branding campaigns and event marketing initiatives in print, video, web and social media.
• Led product launch campaigns, ensuring timely delivery and strong market presence upon release.
• Streamlined internal communication channels, fostering collaboration among various departments within the organization.
• Developed and implemented B2B marketing strategy and overall communication plans to produce long-term partners.
• Collaborated with executive leadership to develop long-term business goals aligned with overarching company objectives.
• Delivered consistent growth in key performance indicators by continuously refining marketing strategies based on analytics insights.
• Coordinated teams of design and implementation professionals to manage all project objectives.
• Utilized detailed market research, specific population demographics and lifestyle data to identify product target markets.
• Implemented data-driven decision-making processes, enhancing overall marketing effectiveness and ROI.
• Developed and recommended product positioning, packaging and pricing strategy to produce highest possible long-term market share.
• Increased market awareness and penetration through development of creative collateral.
• Enhanced customer engagement, creating compelling content across multiple platforms.
• Increased brand awareness by developing and implementing comprehensive marketing strategies.
• Oversaw account budgets, internal billings and monthly P&L to achieve financial goals.
• Managed cross-functional teams for successful marketing campaign execution and performance analysis.
• Established strategic partnerships, expanding market reach and driving revenue growth.
• Oversaw development of traditional and social media marketing campaigns to drive sales and customer engagement.
• Introduced agile methodologies into project management processes, increasing team efficiency and adaptability to change.
• Developed strategies to incorporate PR and media to further enhance brand and build market share.
• Increased consumer retention by reactivating dormant consumers through retention campaigns.
• Directed corporate rebranding efforts to align with company vision and mission statement.
• Oversaw [Number]-person marketing team, promoting continuous improvement, enhancing processes and reducing costs as head of highly efficient and profitable group.
• Identified value propositions and key messages for company marketing campaigns.
• Managed relationships with key industry partners and implemented promotional initiatives to maximize marketing program performance.
• Established and maintained strong relationships with customers, vendors and strategic partners.
• Initiated strategy to drive company growth and increase market share and profitability.
• Devised and presented business plans and forecasts to board of directors.
• Directed technological improvements, reducing waste and business bottlenecks.

Provide CMOaaS offerings to tech/cyber B2B companies including – Marketing Planning & Strategy, Branding, Budgeting, PR (media & analyst relations), Market Analysis, Field Marketing, Demand & Lead Generation – Programs & Campaigns (inc

• Content creation), Digital Marketing (Website, SEO/PPC, Social), Events (round tables, summits, tradeshows, user groups, launches), Training, Mentoring, BDR team management, Marketing Operations, ROI processes/Metrics/Reporting, MarTech advice
• Developed & implemented Marketing Strategies and integrated multi-touch Go-To-Market plans – drive brand awareness, demand & lead generation, growth of pipeline and opportunities across the region, inc
• Deal acceleration and account expansion
• Branding development, including incorporating the rebrand of 6 companies into 1 new cyber security brand
• Executed outbound Marketing campaigns for upcoming events and programs: set goals & outcomes, driving pipeline coverage, continuously optimising efforts & management reporting to track ROI & key metrics
• Planning, management, and execution of the business rebranding (incorporating PR/comms, brand awareness and demand generation activities – including developing new websites & content, AISA tradeshow presence, digital marketing & social media strategy, channel marketing sponsorships
• Hosted C-level round table events & managed presence at events & ROI
• Planned and executed an SFDC project to generate an ROI on the business investment
• Trained and enabled sales teams to utilise the marketing engine of SFDC & align with key metrics, ABM strategy planning
• Developed the strategy & process for compilation of customer case success stories
• Managed documentation of local case studies
• Collaborated with global digital marketing on a refreshed APAC strategy and plan, incorporating new platforms, investment, and tracking measures
• Onboarded external agencies to support demand generation activities across APAC
• Maximised returns by delivering high impact campaigns on lean investments
• Developed and executed cross-sell & upsell programs to generate new business
• 500% database increase in net new contacts
• Delivering $10.3M in net new pipeline and $30M in pipeline influence
• Influencing average deal size from A$17K to A$120K

• Develop & implement the annual APJC marketing strategy and Go-To-Market plan, including implementation, facilitation, execution and budgeting
• Develop outbound marketing strategies: set goals, plan and deliver marketing programs that drive the pipeline coverage required to meet aggressive revenue targets
• Manage and create ongoing outbound demand creation programs
• Create and manage personal focused content
• Manage field marketing programs including 3rd party events and conferences, AppDynamics-hosted on and offline events & user groups, direct marketing, and other activities to drive Marketing Qualified Leads to Sales
• Design, develop and work with Marketing Operations to implement nurture programs that will move unqualified prospects through to MQL and increase Lifetime Value of existing customers
• Manage the PR strategy & plan – internal and local agency management
• Develop and manage a local Channel Marketing plan; aligned to the global and regional Channel strategy and messaging
• Drive Partner Marketing-sourced MQLs through joint marketing programs with partners
• Leverage the enterprise-class Freemium solution in innovative outbound ways to maximise downloads and conversions to opportunities and $$
• Monitor return on Marketing investment, Cost-Per-Lead analysis and opportunities for improvement
• 500% target database growth – including database clean-up of 70% data
• Delivering $9.5M in net new pipeline and $40M in pipeline influence
• Influenced average deal size from $20K to $150K
• A/NZ Marketing sourced leads = 30% > effective conversion rate than global average
• Rapidly scaled the APJC Marketing team to a team of 5 across APAC (A/NZ, India, Japan, Singapore)

• Responsible for annual Marketing strategy development and Go-To-Market plan, including implementation, facilitation, execution and budgeting
• Leveraging Mimecast's global success to drive brand awareness in the APAC region
• Executing lead generation campaigns to enable the Sales team and Channel/Alliances, supporting a strong sales pipeline
• Drive efforts to position Mimecast as a thought leader in the Messaging/Security space
• Position Mimecast as a leading and exciting SaaS/Cloud business opportunity for the IT Channel
• Supporting the GTM strategy & objectives of each department and the business
• Managing the lead qualification process from implementation and support to ensure effective follow-through and measurement of leads in order to optimise ROI of the marketing budget
• Timely reporting on campaign results and analytics on ROI for future investment
• Planning, management and execution of the APAC Marketing plan (incorporating PR, brand awareness and demand generation activities - direct mail campaigns, webinars, online content syndication, Channel Marketing, digital campaigns, newsletters, social media strategy, events)
• Execution of the ‘30, 60 & 90 day' plan undertaken within the first 30 days onboard
• Worked with Head of Sales, APAC to develop a strategy for customer case study compilation
• Successful launch of Dimension Data's Channel Marketing plan and execution – including an end user roadshow across 5 cities
• Planning and execution of 4 x tradeshows, content syndication plans, 2 x direct mail campaigns, 6 x partner and end user webinars, 1 year anniversary PR campaign and achieved > 100% target against target metrics
• Implemented weekly call out days with Sales (enterprise, channel & inside sales) team to ensure leads generated were nurtured, called on and tracked appropriately through Marketo and NetSuite (CRM)
• Analysis, reporting and communication of lead status against each campaign was provided for future strategic planning
• Directly impacted $1M ARR from start-up business in Australia

• The Marketing strategy leader for the theatre, working closely with the RVP Channel to direct and develop the Channel & Alliance Partners
• Develop marketing programs, strategies and support for the authorised F5 Channel & Alliance Partners and Channel Sales team to use for extending the brand awareness and demand generation of F5 solutions
• Direct customer relationship management, market analysis, strategy development, demand generation, corporate communications, trade show and events, social media, and Channel Marketing activities and other programmatic skills
• Work closely with Sales Leadership and Marketing Leadership to develop the Channel Partner & Alliance Program for the Theatre, and drive implementation through strong communications and personal engagement
• Plan, develop, drive and implement marketing activities with the F5 Channel Sales team by Partner – Develop the investment plan, goals and measurement of the marketing effectiveness – Implement corporate marketing programs within the partner marketing programs to improve reach – Create Partner on-boarding kits, marketing programs 'in-a-box' and marketing tools for independent use by Partners
• Create marketing demand generation programs specifically for use by the Channel & Alliance Partners – Including third party marketing programs for complementary solutions
• Represent the Channel & Alliance Partners' interests within the corporate marketing planning and GTM activities
• Create regular Partner communications vehicles such as newsletters, webinars, road shows, and other outreach to the partner community as needed
• Plan and manage the annual Partner Summits with the Channel sales team, Channel operations, and Corporate Marketing - includes coordination of the agenda, speakers, sponsorships and content
• Identify customer evidence and case studies of wins within the partner base for use in promoting F5 solutions
• Analyse competitive Channel Program offerings and benchmark F5's Channel Marketing against best in class – focus on online & digital marketing
• Develop and manage the Channel Marketing, Alliance and Programs budget in line with the F5 corporate and Partner goals
• Plan utilisation and effective ROI of the investments each quarter
• Analyse the results of the programs and report on program effectiveness with the Channel Sales team, Partners, and other internal F5 teams
• Facilitate communications and planning between Channel Sales, Product Management and other Marketing departments
• Promoted to APAC Senior Channel Marketing Manager – new role & based in Singapore
• Planning, management and execution of APJ Executive Summit event for key C-level End Users, Alliances and Channel Partners – 2012 & 2013 (2013 event in Singapore: Target of 400 attendees and attendance of 710, within original budget; Target of US$60K sponsorship and US$115K achieved
• 100% of attendees surveyed would return for 2014 event)
• Successful launch of UNITY Channel Program to Distribution & Channel partners across the APAC region
• Implementation and promotion of the VAULT security incentive program across APAC
• Included in worldwide GTM strategy planning – webinars, eDMs, events
• Tied in with demand generation campaigns
• Format creation and roll out of quarterly Partner Xchange program across APAC (ongoing) – Partner only webinars and seminars targeted to Channel Partners to enable, gain mindshare and generate leads
• Introduction to deep-dive meetings with local team
• Following on from the manual ‘Marketing Program-In-A-Box' program for Partners, I instigated the worldwide strategy to implement an online automated Channel Marketing Program that tracked executions
• For APAC across a 15-month period, 56 partners across the theatre executed, 136 campaign blast outs, 42,428 open eDMs, 2,402 marketing leads and 10,330 call to actions
• I instigated a method of ROI tracking from MI to closed deals

• Facilitate communications and planning between Channel Sales, Product Management and other Marketing departments
• Develop quarterly and yearly plans to increase awareness for F5 customers, prospects and channel partners
• Design, create and deliver comprehensive marketing programs – including channel marketing – in liaison with APAC Marketing, Sales Managers and Channel Managers
• Design, deliver and manage local promotions, events and sourcing of local vendors where necessary, etc
• Execute product and solution launches, building messaging for the local market, utilising all communication channels, including partner training, local media, local user groups, other influencers
• Execute local components of geographic and corporate marketing campaigns including event activity and local PR opportunities
• Collaborate, plan and implement go-to-market activities with key technology and business partners
• Drive on-going customer evidence program
• Manage customer care program and ensure proper marketing leads follow-up/tracking
• Manage the development of APAC Partner Marketing Programs-in-a-Box (an APAC-level responsibility)
• Project manage the on-going creation of packaged Channel Marketing programs with brand awareness and demand generation objective
• Socialise and promote the program to F5 country teams and the APAC-wide channel community
• Track and report of the results of the program
• Work with APAC Channel Sales/Management and other APAC resources in this area of responsibility
• Manage customer care program and ensure proper marketing leads follow-up/tracking
• Manage multiple out-sourced marketing service providers both directly and remotely
• Provide marketing support to Sales leadership throughout the region
• Full budgetary control and reporting of quarterly regional funds as allocated by Marketing Director
• Close liaison with local finance organisation to ensure compliance to fiscal and legal requirements
• Manage local Marketing efforts and events to achieve maximum attendance, publicity and regional growth
• Participate in team meetings and other cross-functional processes
• In collaboration with Sales, planned the concept and GTM strategy for quarterly User Group events across A/NZ
• Coordinated & drove all aspect of the roadshows, often travelling with Corporate Senior Executives who were involved in presenting
• Worked with the Sales/SE team to ensure customer presentations were included and built the events to a following of 100+ attendees
• Awarded & recognised globally for customer evidence initiatives, including one of the first WW video customer case studies (used today across APAC as a sales tool)
• Implemented an Inside Sales program with a 3rd party agency
• Responsible for creating tactical campaigns and influencing team members to enable the agency
• Managed leads through SFDC & reported on results
• Created content and coordinated execution of a logical online campaign for Service Providers, to market thought leadership and brand awareness across the vertical
• Planning, management and execution of the first F5 Partner Summit in APAC (minimal agency support), targeted at senior level management/business owners
• 55 attendees (limited by budget only)
• Focus on thought leadership, gaining mindshare & networking
• Planning, management and execution of the first F5 Agility Summit in A/NZ – 3-day conference targeting C- level customers and partners, and specific prospects
• Also responsible for generating sponsorships
• 100 attendees (limited by budget only)

• Managed and motivated employees to be productive and engaged in work.