Ginger Shimp

The early years …

Fast forward …

Independence …
My college years were spent across
from Golden Gate Park, on the
beach, where I majored in
journalism and graduated …
magna cum laude.

Wedding bells …

The windy city …
Then it was off to America’s
heartland and the nation’s #1
business school where I earned
my MBA in marketing and
managerial economics.

A new life …

Happy Valley …
Now I make my home on top of Mt. Nittany in Happy Valley, aka State
College, Pennsylvania.
I live here with my husband and son.

Hi. This is me. An award-wining marketer with 25+ years’ business-to-
business experience. Since 2004, I’ve helped companies in myriad
industries run better by telling not only the SAP story, but the stories of
our customers and our customers’ customers. Developing content,
engaging channels, deploying tactics in order to educate, stimulate
interest and drive demand: Marketing isn’t just what I do, it’s who I am!
Ginger Shimp

I love my job …
STORY TELLING At SAP, we don’t just sell software, we improve people’s lives. SAP customers represent 98% of the top 100 most valued
brands in the world. That’s an awesome responsibility, a humbling privilege, and one heck of an exciting journey.
TELE TRAINING What can I say? I work for Tele. As our frontline troops, their ability to communicate effectively the benefits of our complex
solutions can make or break a campaign. I thrive on helping them be successful and never fail to learn something new in return.
UTILITY PLAYER I’ve produced results for many lines of business but I’ve also taken on team-lead roles which required that I parachute into
the middle of a project about to go off the rails, working across geographies, business units and disparate agendas to help guide us to a
successful conclusion.
MARKETING GURU I’ve co-created two audio dramas — The Retrofuturist Chronicles and Searching for Salaì — to highlight that technology
is changing faster today than it ever has, and slower than it ever will, concepted the Digital Chop Shop™, conceived and built an online
consumer credit monitoring service, helped launch a pure-play international shipping and logistics company, moved from “Niche Player” to
“Visionary” in the Gartner Magic Quadrant for Supply Chain Planning, and I’m running like never before at SAP!
WRITING AND TALKING My favorite topic is marketing, whether it’s my marketing blog, a university classroom or an industry association
lectern. I’m always communicating.

01/2001 — 11/2003 PEOPLESOFT/J.D. EDWARDS Chicago, Illinois / Denver, Colorado
12/1999 — 11/2000 MARCHFIRST (FKA WHITMAN-HART) Chicago, Illinois
Life before SAP …
Director of Marketing Communications — Supply Chain Management
Splitting my time between Chicago and Denver, I led marketing for our flagship supply chain product in the US and Canada. I crafted
messages and selected channels for integrated campaigns. As a result, I consistently achieved 60% conversion from marketing to sales
leads and increased market share by 4% during my 2½-year stewardship. Along the way I garnered several marketing awards, and created
lasting friendships both personal and professional.
Director, e-Business Strategies and Branding
The dot-com era spawned a brand new way of doing business and I was able to flex my marketing muscle to help bring a diverse set of
businesses into what was viewed as the digital frontier. I was recruited specifically to develop and implement strategic e-Business marketing
plans for organizations interested in leveraging strategy across the entire value chain. From an animal auction site to a medical testing
facility to a ladies’ cosmetics company, I designed strategic industry models, established marketing departments within key clients, and even
turned my talents inward to create our company’s e-Business new employee training and mentoring program, resulting in 20% faster time-
to-benefit.

01/1995 — 09/1998 AMERITECH (SBC) Chicago, Illinois
05/1993 — 12/1994 WILSON SPORTING GOODS, CO. Chicago, Illinois
09/1998 — 12/1999 TRANS UNION, LLC INTERNET BUSINESS GROUP Chicago, Illinois
Distant history …
Senior Product / Marketing Manager Consumer Internet Products
Back when “terabytes of data” was a big deal, I joined a B2B company to lead the development, rollout and marketing of an online
consumer credit monitoring service based on digital certificate technology (PKI). We achieve an estimated 21% market penetration during
our first full year.
Senior Product / Market Manager
Before the internet, before cell phones and cable TV, I worked at a “Baby Bell” to protect market share with both B2B and B2C customers
during a time of divestiture. I worked with pay phones (yes, pay phones!) ― where I implemented a price-skimming strategy and rode the
market down. I also helped design a digital bill for corporate customers, a heretofore unheard of proposition.
Senior Marketing Analyst / Associate Brand Manager, Golf Division
I guided golf bag creative with POS resulting in 9% increased market penetration, executed golf ball product introductions resulting in
$100M incremental annual revenue, and supervised advertising on three consumer print ads and four national TV spots.

Talking out loud …
August 23-24, 2017
October 1-2, 2019
August 25-26, 2021
May 24-25, 2022
December 6-7, 2016
December 5-6, 2017
December 8-9,2021
March 27-28, 2017
September 19-20, 2017
September 4-5, 2019
April 18-19, 2021
October 24-25, 2017 April 10-11, 2018
October 3-4, 3033
L O S A N G E L E S
January 20-24, 2017
Scottsdale, AZ
April 10-13, 2017
Las Vegas, NV
Master Class
March 27-28, 2017

Honors received …
2015 - 2019
Proud Board Member
The Silent Warrior Foundation
was set up by Reconnaissance Marines in
memory of their fallen brothers.
Their mission: To provide college scholarships for family
members of Reconnaissance Marines, past and present.
Honored doesn’t begin to capture the feeling …

Honors received …
2014 - 2015
Vice President

More honors …
2021
Gold Marcom
“The Retrofuturist Chronicles”
2021
Gold Marcom
“Beyond the Crisis”
2021
Silver NYXX Award
“The Retrofuturist Chronicles”

More honors …
2021
Silver Webby Award for Best Podcast
“The Retrofuturist Chronicles”
2021
Silver w3 Creative Award
“The Retrofuturist Chronicles”
2021
Platinum HERMES Creative Award
“The Retrofuturist Chronicles”

More honors …
2020
SAP Marketing Excellence Awards
“Telling the Intelligent Enterprise Story”
2021
MUSE Creative Award Gold
“The Retrofuturist Chronicles”
2021
The Webby Awards Honoree
Best Podcast
“The Retrofuturist Chronicles”

More honors …
2019
Content Marketing Institute’s
Content Marketing Awards
Best Use of White Papers
“Beyond the Crisis”
2019
Content Marketing Institute’s
Content Marketing Awards
Content Marketing Project of the Year
“Searching for Salaì”
2019
Content Marketing Institute’s
Content Marketing Awards
Best Podcast/Audio Series
“Beyond the Crisis”

More honors …
2017
B2B Marketing Exchange Killer Content Awards
“Live Industries”
2017
Marketing Sherpa Readers Choice Award
“Live Industries”
2017
Content Marketing Institute’s
Content Marketing Awards
finalist
“Live Industries”

And more honors …
2011
Platinum MarCom
“SME Nurture”
2012
BMA Gold Key Award
“Gatecrasher”
2011
Gold MarCom
“Gatecrasher”
2010
BtoB Magazine
Best of 2010 Creative
“EIM microsite”
2008
SAP Top Talent

Even more honors …
2002
APICS Magazine
Ad Q
2007
SME@SAP Excellence
Co-Innovation
2003
BMA Gold Key
“Inspiration”
2003
BMA Gold Key
“Robot”
2007
SAP Top Talent

Pre-MBA …
Account Assistant, World Corporation Group
I developed an analytical research and service marketing strategy for a commercial banking division focused on providing international
expansion opportunities for key clients.
Senior Account Executive
I managed all aspects of a full communications and marketing services firm specializing in fine dining area restaurants and food industry
clients.
Account Coordinator
I assisted client services teams for Sara Lee, Quaker Oats and Nestle; aided the strategic market overview of large untapped category
segments for consumer packaged goods and global food industry companies.
05/1991 — 05/1993 CITICORP, NORTH AMERICA Chicago, Illinois
11/1989 — 04/1991 DANIEL F. ROBERTS PUBLIC RELATIONS Chicago, Illinois
06/1987 — 10/1989 KETCHUM ADVERTISING Chicago, Illinois

Lessons learned …
KELLOGG GRADUATE SCHOOL OF MANAGEMENT JUNE 1993
Master of Management degree cum laude in marketing & managerial economics
GPA: 3.26 / 4.0
UNIVERSITY OF SAN FRANCISCO MAY 1987
Bachelor of Arts degree magna cum laude in communication arts / journalism
GPA: 3.83 / 4.0; Dean’s List
CHICAGO WINE SCHOOL APRIL 1989
Connoisseur’s Certificate in California Reds
GPA: 4.0 / 4.0

Certifications …
AMERICAN MARKETING ASSOCIATION 2002 — PRESENT
Professional Certified Marketer
DEPAUL UNIVERSITY INSTITUTE FOR PROFESSIONAL DEVELOPMENT MARCH 1996
Management Certificate in Telecommunications
INFORMATION TECHNOLOGY SERVICES MARKETING ASSOCIATION 2015 — PRESENT
Account Based Marketing
DIGITAL MARKETING INSTITUTE 2019 — PRESENT
Certified Digital Marketing Professional

LinkedIn
I blog on LinkedIn on marketing and general business topics, as well as
whatever inspiration hits me.
Words …
Click logos to visit blogs.
AdAge (fka BtoBlog)
I was invited to be part of the original team of featured bloggers, I explored
the world on B2B marketing … in print.
SAP Community Network
I am a contributor to the SAP Community Network blogs that support SAP
key marketing topics with insight, inspiration and ideas.
D!gitalist Magazine
I was a guest blogger on marketing and innovation topics for SAP.

Contact me …
1-814 / 350-0019
GingerShimp@gmail.com
/GingerShimp

Thank you …
Work samples 

Work samples …
Beyond the Crisis
Industry (link) Record Date Publish Date Listens
Automotive September 18th
October 12th 15.6K
Industrial Machinery & Components September 23rd
October 13th 14.4K
Oil & Gas September 24th
October 15th 11.2K
Retail September 25th
October 20th 23.5K
Professional Services September 28th
October 23rd 12.7K
Public Sector October 20th
October 29th 20.1K
Utilities October 27th
November 5th 7,604
Insurance October 6th
November 10th 9,913
Consumer Products October 8th
November 12th 8,772
Banking October 30th
November 17th 9,596
Chemicals October 27th
November 4th 287
High Tech November 3rd
November 19th 320
Life Sciences TBD
Target Listens = 26,000
Total Listens = 133,992

Work samples …
The Retrofuturist
Chronicles
on Apple on Spotify

Work samples …
Searching for Salaì
 SAP wanted to talk about SAP’s new digital innovation process that enables organizations of all sizes to transform at
scale with minimal risk and disruption. SAP also was quite anxious for a breakthrough marketing technique, thus
SAP created a podcast entitled Searching for Salaì.
 Searching for Salaì is a 9-episode science fiction podcast produced by SAP, supported by two different blog series
including one written in the characters’ voices. It’s a story about Leonardo da Vinci enthusiast, Charlotte Warburton,
as she profiles the mysterious Jack Finney, a man who claims to be Leonardo da Vinci’s apprentice Andrea Salaì, and
a time traveler from the 1500’s Renaissance who feels drawn to today’s Technological Renaissance.
 In addition to the podcast episodes, the team also created a complex online presence/back story for all the people
and places. We’ve hit more than 3,500 downloads in 2 months via word of mouth, a 5-star rating on Apple
Podcasts, and 5K+ readers of the accompanying blog series ― also on word of mouth.
Searching for Salaì — trailer and playlist

Work samples …
Whitepaper
Radio
Video Whitepaper
Infographics
Results
Executive Briefing Deck
Social Media

Work samples …
Objective
Simplify the way in which we market to
the SME audience by creating a campaign
and message map to clearly position SAP
for SME. Success Stats
 Inquiry L1s: 4,431
 Routed L1s: 1,423
 Leads: 56
 MGOs: 3
 MGO Value: $25,001
 Pipe Influenced Generated (# Opp): 105
 Pipe Influenced Generated (Value): $18,829,699
 Influenced Generated Sold (# Opp): 19
 Influenced Generated Sold (Value): $1,101,175
 Existing Pipe Touched Sold (# Opp): 59
 Existing Pipe Touched Sold (Value): $10,456,217
SME Nurture

Work samples …
Gatecrasher
Success Stats — Short Term
Within the first three weeks, the
program had generated:
 30% visit rate
 Three “Hot” leads
 90 “Warm” leads
Success Stats — Mid Term
 As of November 15, 2011:
 20 MGOs
 Projected Pipeline of ~$700K
 10 “Hot” Leads to-date
 28% Web Site Visit Rate
 92% of Visitors view the Value
Proposition
2011
Gold
MarCom
award
Business Marketing
Association’s
2012 Gold Key Award
 75% of People who view the Value Proposition page (with logos),
continue to view all remaining pages on the site.

Work samples …
Follow Us:
The Objective
Design a Nurture Portal to engage
qualified prospects regardless of
their level of interest.
The Methodology
 Thoroughly analyze two years worth of responder information
 Align content to each stage of the funnel
 Develop a Scoring Model to apply to visitor behavior
The Challenge
Aligning content to the appropriate
stage of the funnel revealed
several gaps, which we addressed
with the creation of new content.
This new content has adaptive re-
use throughout Global marketing.
The Result
The SAP Enterprise Information
Management nurture portal,
designed specifically to identify
and nurture both new and
existing but fallow leads.
The Strategy
Integrate interactive assets and
offers to engage prospects more
thoroughly and widen the funnel of
prospects who would be introduced
to our solutions.
EIM Micro Site
2010
BtoB Magazine’s
Best of 2010 Creative

Work samples …
2003 Direct Mail to prospects
 3% response rate
 $175 cost per responder (fully loaded)
 147 MQLs
 $1,500 cost per MQL
Robot

Work samples …
2002 Direct Mail to installed base
 Multi-phase, dimensional
 37% response rate
 $31 cost per responder (fully loaded)
 65 MQLs
 $1,488 cost per MQL
Inspiration

Transition Ad ― FY02 New Brand Ad ― FY03 Launch Ad ― FY03
Work samples …

To be continued …