Tofa McCormick

Director of Marketing May 2017 — September 2022

About the role ● Promoted from Marketing Communication Manager to Director of Marketing in 3 years, developed and managed a team of 3, and led projects with up to 10 staff. Entrusted with all aspects of Marketing and Public Relations managing an annual budget of $425k. Reimagined and implemented lean processes and campaign programs, increased efficiency and effectiveness outcomes creating a budget savings of 40%. ● Nurtured collaborative partnerships with operations and sales, to develop and assess district decision makers; increasing year-over-year (YOY) sales by>$2M. ● Successfully designed and executed project management of National Symposium: identified and negotiated savings for the venue, food, and lodging; collaborated with c-suite to identify content and speakers; created event schedule; researched and identified target audience; managed invites and full marketing of the event including a live streaming of the CEO during the event. ● Achieved year-over-year (YOY) increase in attendance while remaining under budget for all 3 years. • 2017: increased attendance by 175%, with 105 attendees, on budget; • 2020: increased attendance by 333%, 350 attendees, $3K under budget; • 2021: increased attendance by 157%, 550 attendees, $2K under budget. ● Identified and carried out trade show presence, attended 10+ trade shows annually, developed 3,500 raw leads, nurtured 2K marketing qualified leads (MQL), and generated a $4M pipeline. ● Conceived and implemented demand generation campaigns which increased lead pipeline by 22% resulting in a $6M opportunity pipeline and $1M in signed contracts. ● Spearheaded strategic rebranding efforts including website and logo recreation, and development of new collateral material outreach resulting in growth of school adoption from 200 to 800 schools over 5 ½ years. ● Pragmatically developed and delivered nurture campaigns utilizing marketing automation through Constant Contact, Salesforce, and Pardot which produced 2000 marketing qualified leads (MQL) for sales. ● Ongoing Analysis of program effectiveness and surface key learnings/customer insights through data-driven analytics, cross-campaigns, and channel testing. Increased open rates between 11-36% across 150 campaigns, driving an increase in spring webinar registration by 24%. ● Generated an increase of 50% in annual website traffic through the creation of digital advertising and social media strategies (GoogleAd grants, SEO, SEM & social media) resulting in 68 marketing-qualified leads (MQL) leading to 17 sales-qualified leads (SQL) which converted to 4 sales, with a value of $216K. ● Introduced integrated marketing strategies designed for an expanded demographic audience, created national and regional-focused content leading to website traffic growth from <5K to >20K monthly views. ● Through successful brand growth innovation, the company matured from attendance-only to exhibiting and presenting at 10+ trade shows, leading to 2K annual marketing qualified leads (MQL) contributing $4 million in delivered annual proposals. ● Authored marketing and communication collateral including conference abstract submissions, nurture and onboarding campaigns, ghostwriting articles, public relations, customer stories, and product materials.