Kristy LoRusso is a senior marketing executive with over 20 years of experience leading marketing teams and initiatives at major corporations including Kaiser Permanente, Time Warner, and Yahoo. She currently serves as the Vice President of Direct and Digital Marketing at Kaiser Permanente, where she oversees a $115M budget and 200 employees. Prior to her current role, she held several leadership positions in marketing, database marketing, and circulation roles. She has a proven track record of driving growth through innovative marketing strategies and digital transformations.
Modern Marketing in Business Services - Driving Sales with Demand GenerationHelen Barlow
An in depth view on current and future Marketing in Business Services and how Modern Marketers can use new techniques to achieve higher revenues.
Exploring Content, Inbound and Marketing Technology with practical tips on how to improve success
ENTERPRISE SAAS AND PROFESSIONAL SERVICES TECHNOLOGY SALES LEADERCarl Larson
Sales and marketing subject matter expert with hands-on B2B sales leadership experience at small, medium and large organizations. Consistently successful and notably grows sales revenue, gross profit margins and market share to exceed objectives. Recognized as a champion at building, re-building and transforming best in class sales organization performance, operational process excellence and customer outcomes. Develops new business customers, grows existing customer revenues and introduces new product offerings to penetrate new markets. Recognized for excellence in effective sales prospecting, business-value qualification, executive relationship building, proof of value, win-win contract negotiation and closing sales.
Carl Larson Resume v1 ENTERPRISE SOFTWARE AND SERVICES SALES LEADERCarl Larson
Sales, marketing, and customer success subject matter expert with hands-on B2B sales leadership experience at small, medium, and large organizations. Consistently successful and notably grows sales revenue, gross profit margins, and market share to exceed objectives. Recognized as a champion at building, re-building, and transforming best in class sales organization performance, operational process excellence, and customer outcomes. Develops new business customers, grows existing customer revenues, and introduces new product offerings to penetrate new markets. Recognized for excellence in effective sales prospecting, business-value qualification, executive relationship building, proof of value, win-win contract negotiation, and closing sales.
ENTERPRISE SAAS AND PROFESSIONAL SERVICES TECHNOLOGY SALES LEADERCarl Larson
Sales and marketing subject matter expert with hands-on B2B sales leadership experience at small, medium and large organizations. Consistently successful and notably grows sales revenue, gross profit margins and market share to exceed objectives. Recognized as a champion at building, re-building and transforming best in class sales organization performance, operational process excellence and customer outcomes. Develops new business customers, grows existing customer revenues and introduces new product offerings to penetrate new markets. Recognized for excellence in effective sales prospecting, business-value qualification, executive relationship building, proof of value, win-win contract negotiation and closing sales.
Modern Marketing in Business Services - Driving Sales with Demand GenerationHelen Barlow
An in depth view on current and future Marketing in Business Services and how Modern Marketers can use new techniques to achieve higher revenues.
Exploring Content, Inbound and Marketing Technology with practical tips on how to improve success
ENTERPRISE SAAS AND PROFESSIONAL SERVICES TECHNOLOGY SALES LEADERCarl Larson
Sales and marketing subject matter expert with hands-on B2B sales leadership experience at small, medium and large organizations. Consistently successful and notably grows sales revenue, gross profit margins and market share to exceed objectives. Recognized as a champion at building, re-building and transforming best in class sales organization performance, operational process excellence and customer outcomes. Develops new business customers, grows existing customer revenues and introduces new product offerings to penetrate new markets. Recognized for excellence in effective sales prospecting, business-value qualification, executive relationship building, proof of value, win-win contract negotiation and closing sales.
Carl Larson Resume v1 ENTERPRISE SOFTWARE AND SERVICES SALES LEADERCarl Larson
Sales, marketing, and customer success subject matter expert with hands-on B2B sales leadership experience at small, medium, and large organizations. Consistently successful and notably grows sales revenue, gross profit margins, and market share to exceed objectives. Recognized as a champion at building, re-building, and transforming best in class sales organization performance, operational process excellence, and customer outcomes. Develops new business customers, grows existing customer revenues, and introduces new product offerings to penetrate new markets. Recognized for excellence in effective sales prospecting, business-value qualification, executive relationship building, proof of value, win-win contract negotiation, and closing sales.
ENTERPRISE SAAS AND PROFESSIONAL SERVICES TECHNOLOGY SALES LEADERCarl Larson
Sales and marketing subject matter expert with hands-on B2B sales leadership experience at small, medium and large organizations. Consistently successful and notably grows sales revenue, gross profit margins and market share to exceed objectives. Recognized as a champion at building, re-building and transforming best in class sales organization performance, operational process excellence and customer outcomes. Develops new business customers, grows existing customer revenues and introduces new product offerings to penetrate new markets. Recognized for excellence in effective sales prospecting, business-value qualification, executive relationship building, proof of value, win-win contract negotiation and closing sales.
Carl Larson Resume v2 ENTERPRISE SOFTWARE AND SERVICES SALES LEADERCarl Larson
Sales, marketing, and customer success subject matter expert with hands-on B2B sales leadership experience at small, medium, and large organizations. Consistently successful and notably grows sales revenue, gross profit margins, and market share to exceed objectives. Recognized as a champion at building, re-building, and transforming best in class sales organization performance, operational process excellence, and customer outcomes. Develops new business customers, grows existing customer revenues, and introduces new product offerings to penetrate new markets. Recognized for excellence in effective sales prospecting, business-value qualification, executive relationship building, proof of value, win-win contract negotiation, and closing sales.
For an updated version of this presentation: https://www.slideshare.net/clearaction/embracing-marketing-operations-what-is-it-and-why-bother-127189818
Originally presented by Gary Katz
BrightTALK Marketing Operations Channel
September 26, 2008
See https://ClearAction.com
10 Key Trends That Are Defining the Marketing Organization of The FutureGumGum
We partnered with Brand Innovators to understand what the marketing organization of the future looks like. We asked more than 200 marketers from Fortune 500 brands what they have to say about the focus of their marketing organizations and what they predict the marketing organization of the future will look like. These slides present the top 10 key trends learned from this study.
To learn more about our research, you can download the full report here: http://www.gumgum.com/learn/guides/building-the-marketing-organization-of-the-future/
The demands on a marketing organization
are rapidly changing.
The digital marketing era of today is complex and dynamic. There are
many channels that require investment and continuous attention. With
frictionless communication, trends happen faster and are shorter lived.
Without continuous attention, your digital presence decays rapidly.
Browsing through corporate websites, it is clear few companies have
adapted to effectively manage their digital marketing operations. Branding
and messaging are inconsistent, mobile device support is non-existent,
and aborted initiatives, such as corporate blogs and social pages, linger
as embarrassing reminders of poor follow-through. The problem is that
most organizations still see digital marketing as a series of projects: a web
redesign, setting up a blog, publishing a whitepaper. They can mobilize
resources to complete these projects, but cannot sustain the level of
effort necessary to keep a program going. And without that effort, these
marketing assets become liabilities.
If you want success in digital marketing, your
organization needs to operate like a publisher
by identifying high value audiences and
operationalizing processes to serve them.
This means delivering the right content in the right format and getting
irrelevant/outdated content out of the way. Known as marketing
operations, there is a field whose purpose is to keep content initiatives
performing after launch. Marketing operations encompasses a wide
array of skills and activities that stand in between the development of a
content asset and its consumption by an audience. This includes postproduction
for target channels, tagging for targeting, search engine
optimization, localization, instrumentation for analytics and performance
measurement.
Our previous whitepaper, Three First Steps for Operationalizing your
Content Marketing Strategy, introduced the concept of marketing
operations and recommended some preparatory steps to building a team.
This whitepaper will outline the details of how a marketing operations
group works.
Focused on the intersection of luxury consumer goods, transformation & digital technology. Proven track record of consistent profitable growth through innovation, unique value propositions and cost leveraging resulting in over $4.5 billion in revenue growth. Marriage of Art & Science of Retail, bringing together skills of a classically trained merchant, digital entrepreneur & full P&L general manager. Recognized as a builder of global brands, categories, teams, online communities, partnerships and corporate culture.
2014 CMA Content Marketing Show PresentationPaul Cowan
A presentation given at the 2014 Content Marketing Show, hosted by the Canadian Marketing Association. In this talk, I reviewed some of the challenges and opportunities for content marketers and some findings from a recent analysis studying the top 25 Canadian brands and their social marketing and programmatic buying presences.
Demand Generation Director Resume ✦✦ Liana "Li" EvansLiana "Li" Evans
I'm a data driven, innovative digital marketing executive, business intelligence analyst, demand generation consultant, sales & relationship engagement manger and published author. My experience includes both both in-house & agency environments and I seek out opportunities that empower me to utilize & combine my online marketing expertise with my extensive technical background.
I create winning marketing & measurement strategies for clients, manage projects with international teams and develop and cultivate relationships with my clients that range from multi-million dollar companies (Fortune 100), government agencies and also smaller businesses.
I design technical and digital marketing architecture, marketing strategies, social and citizen engagement implementations and consumer web engagement measurement programs that integrate online, offline, inbound & mobile marketing initiatives for such companies as QVC, Comcast, American Airlines, Oi, Globo, E! Latin America, Kimpton Hotels, AmeriGas, Drs. Foster & Smith, NADA, and JW Pepper as well as government agencies such as Army & Air Force Field Exchange and the Canadian Government.
I have the talent and expertise to work with marketing technologies channel partners, such as Adobe and Tealium, to develop business opportunities with potential clients involving SaaS online marketing technologies such as Analytics, Personalization, Tag Management Systems, Social Media, Pay Per Click, Content Management, Public Relations, CRM, CMS and more. I work effectively & efficiently in an environment that allows for the use of a deep technical and marketing skill set.
Visit my website for more information: http://lianaevans.com
What should your marketing team look like?Pete Jakob
These are my slides from my session at the B2B Summit 2016. The presentation outlines some recent research from B2B Marketing exploring the views of leaders on the challenges around building marketing organisations fit for the digital age and the implications for the skills and capabilities that we need to develop. On the back of this B2B Marketing has now launched a service offering (the B2B Marketing Blueprint) which helps leaders benchmark their capabilities around skills, processes and measurements and to help them put in place a prioritised plan of action.
For an updated version of this presentation: https://www.slideshare.net/clearaction/applying-marketing-operations-best-practice-framework-127189811
How to accelerate your roadmap to marketing operations excellence to optimize return on marketing investment.
See https://ClearAction.com
Extensive experience with strategic market research, product, market development in industrial, technical, social media and medical markets guiding on and off-shore teams to meet sophisticated, complex and highly interdependent development timelines. Innovative approaches for growing market share with minimal resources for business and consumer companies using retail, dealer, franchise, independent representative, direct sales, client’s distributed sales team and distributor based channels. Adept in sales team turnarounds.
Carl Larson Resume v2 ENTERPRISE SOFTWARE AND SERVICES SALES LEADERCarl Larson
Sales, marketing, and customer success subject matter expert with hands-on B2B sales leadership experience at small, medium, and large organizations. Consistently successful and notably grows sales revenue, gross profit margins, and market share to exceed objectives. Recognized as a champion at building, re-building, and transforming best in class sales organization performance, operational process excellence, and customer outcomes. Develops new business customers, grows existing customer revenues, and introduces new product offerings to penetrate new markets. Recognized for excellence in effective sales prospecting, business-value qualification, executive relationship building, proof of value, win-win contract negotiation, and closing sales.
For an updated version of this presentation: https://www.slideshare.net/clearaction/embracing-marketing-operations-what-is-it-and-why-bother-127189818
Originally presented by Gary Katz
BrightTALK Marketing Operations Channel
September 26, 2008
See https://ClearAction.com
10 Key Trends That Are Defining the Marketing Organization of The FutureGumGum
We partnered with Brand Innovators to understand what the marketing organization of the future looks like. We asked more than 200 marketers from Fortune 500 brands what they have to say about the focus of their marketing organizations and what they predict the marketing organization of the future will look like. These slides present the top 10 key trends learned from this study.
To learn more about our research, you can download the full report here: http://www.gumgum.com/learn/guides/building-the-marketing-organization-of-the-future/
The demands on a marketing organization
are rapidly changing.
The digital marketing era of today is complex and dynamic. There are
many channels that require investment and continuous attention. With
frictionless communication, trends happen faster and are shorter lived.
Without continuous attention, your digital presence decays rapidly.
Browsing through corporate websites, it is clear few companies have
adapted to effectively manage their digital marketing operations. Branding
and messaging are inconsistent, mobile device support is non-existent,
and aborted initiatives, such as corporate blogs and social pages, linger
as embarrassing reminders of poor follow-through. The problem is that
most organizations still see digital marketing as a series of projects: a web
redesign, setting up a blog, publishing a whitepaper. They can mobilize
resources to complete these projects, but cannot sustain the level of
effort necessary to keep a program going. And without that effort, these
marketing assets become liabilities.
If you want success in digital marketing, your
organization needs to operate like a publisher
by identifying high value audiences and
operationalizing processes to serve them.
This means delivering the right content in the right format and getting
irrelevant/outdated content out of the way. Known as marketing
operations, there is a field whose purpose is to keep content initiatives
performing after launch. Marketing operations encompasses a wide
array of skills and activities that stand in between the development of a
content asset and its consumption by an audience. This includes postproduction
for target channels, tagging for targeting, search engine
optimization, localization, instrumentation for analytics and performance
measurement.
Our previous whitepaper, Three First Steps for Operationalizing your
Content Marketing Strategy, introduced the concept of marketing
operations and recommended some preparatory steps to building a team.
This whitepaper will outline the details of how a marketing operations
group works.
Focused on the intersection of luxury consumer goods, transformation & digital technology. Proven track record of consistent profitable growth through innovation, unique value propositions and cost leveraging resulting in over $4.5 billion in revenue growth. Marriage of Art & Science of Retail, bringing together skills of a classically trained merchant, digital entrepreneur & full P&L general manager. Recognized as a builder of global brands, categories, teams, online communities, partnerships and corporate culture.
2014 CMA Content Marketing Show PresentationPaul Cowan
A presentation given at the 2014 Content Marketing Show, hosted by the Canadian Marketing Association. In this talk, I reviewed some of the challenges and opportunities for content marketers and some findings from a recent analysis studying the top 25 Canadian brands and their social marketing and programmatic buying presences.
Demand Generation Director Resume ✦✦ Liana "Li" EvansLiana "Li" Evans
I'm a data driven, innovative digital marketing executive, business intelligence analyst, demand generation consultant, sales & relationship engagement manger and published author. My experience includes both both in-house & agency environments and I seek out opportunities that empower me to utilize & combine my online marketing expertise with my extensive technical background.
I create winning marketing & measurement strategies for clients, manage projects with international teams and develop and cultivate relationships with my clients that range from multi-million dollar companies (Fortune 100), government agencies and also smaller businesses.
I design technical and digital marketing architecture, marketing strategies, social and citizen engagement implementations and consumer web engagement measurement programs that integrate online, offline, inbound & mobile marketing initiatives for such companies as QVC, Comcast, American Airlines, Oi, Globo, E! Latin America, Kimpton Hotels, AmeriGas, Drs. Foster & Smith, NADA, and JW Pepper as well as government agencies such as Army & Air Force Field Exchange and the Canadian Government.
I have the talent and expertise to work with marketing technologies channel partners, such as Adobe and Tealium, to develop business opportunities with potential clients involving SaaS online marketing technologies such as Analytics, Personalization, Tag Management Systems, Social Media, Pay Per Click, Content Management, Public Relations, CRM, CMS and more. I work effectively & efficiently in an environment that allows for the use of a deep technical and marketing skill set.
Visit my website for more information: http://lianaevans.com
What should your marketing team look like?Pete Jakob
These are my slides from my session at the B2B Summit 2016. The presentation outlines some recent research from B2B Marketing exploring the views of leaders on the challenges around building marketing organisations fit for the digital age and the implications for the skills and capabilities that we need to develop. On the back of this B2B Marketing has now launched a service offering (the B2B Marketing Blueprint) which helps leaders benchmark their capabilities around skills, processes and measurements and to help them put in place a prioritised plan of action.
For an updated version of this presentation: https://www.slideshare.net/clearaction/applying-marketing-operations-best-practice-framework-127189811
How to accelerate your roadmap to marketing operations excellence to optimize return on marketing investment.
See https://ClearAction.com
Extensive experience with strategic market research, product, market development in industrial, technical, social media and medical markets guiding on and off-shore teams to meet sophisticated, complex and highly interdependent development timelines. Innovative approaches for growing market share with minimal resources for business and consumer companies using retail, dealer, franchise, independent representative, direct sales, client’s distributed sales team and distributor based channels. Adept in sales team turnarounds.
Data driven marketing professional with technology, financial services and insurance experience at IBM, MetLife and Citigroup. Superior collaboration and relationship management skills developed via a range of B2B and B2C roles on global and US teams.
Brief overview of leadership accomplishments in marketing|communications|business development|fundraising within the education, healthcare, nonprofit, IT, and funded startup organizations.
There are many more accomplishments that those listed. Please inquire for additional information.
1. Kristy LoRusso
1032 Peppermill Court ● Concord, CA 94518
310.502.7540 ● kglorusso@gmail.com
SENIOR MARKETING & HEALTH CARE EXECUTIVE
I am a senior marketing executive and an expert in digital and direct marketing, marketing technology,
analytics, and data-driven consumer insight. With more than twenty years of leadership experience
with such preeminent corporations as Kaiser Permanente, Time Warner, and Yahoo!, I am regarded for
my ability to build, lead, and motivate teams for exceptional performance, operational excellence, and
aggressive growth in the face of complex change, cultural shifts, and industry fluctuations.
INDUSTRY EXPERIENCE
Healthcare ● Magazine Publishing ● Technology
SKILL STRENGTHS
Revenue generation ● Building & leading large teams ● Marketing technology
Brand repositioning ● Marketing analytics & insights ● Marketing innovation
Cross-functional program leadership ● Stakeholder engagement
PROFESSIONAL EXPERIENCE & ACCOMPLISHMENTS
KAISER PERMANENTE, Oakland, CA 2007–present
Vice President, Direct & Digital Marketing (2012–present)
Responsibilities
• Lead direct-to-consumer marketing innovation capability by leveraging prospect, member, broker,
customer, and other data to support sales, service, and retention in all regions, all channels, and all
market segments.
• Manage enterprise-wide shared service functions across marketing technology, marketing operations,
and marketing analytics that support the development, execution, and optimization of sales and
retention campaigns utilizing both internal and purchased data.
• Oversee annual budget of $115M and 200 employees across nine direct reports.
Key Accomplishments:
• Led strategies and tactics that resulted in record membership growth (more than one million members)
in the consumer transactional lines of business every year since 2010.
• Led digital transformation and e-commerce creation of web properties designed specifically for
consumers, allowing them to browse, shop, enroll, and buy coverage for themselves and/or their
families; this work included demand generation and content marketing capabilities.
• Health plan marketing advisor for Covered California exchange marketplace.
• Executive appointment in 2014 to seven-member Kaiser Permanente roundtable accountable for
defining and leading culture change within California health plan.
Senior Director, Database Marketing (2007–2011)
Responsibilities
• Built and led a direct-to-consumer marketing capability to support membership growth for the under-65
consumer market and small businesses with 1-50 employees.
• Led cross-functional teams within Health Plan and IT in the creation of a multi-year marketing technology
roadmap to extend direct marketing capabilities into all market segments and all regions.
2. Key Accomplishments
• Established enterprise-wide shared service model with 40 employees and improved costs per lead by
25% and lead response rates by 50%.
• Redirected $3M savings from channel performance efficiencies to support the extension of the
marketing technology infrastructure.
• Invigorated a troubled enterprise-wide database program that resulted in standardized data and a
flexible business rules engine for maximum performance.
PRIMEDIA, INC., Los Angeles, CA 2004–2007
Director, Consumer Marketing
Responsibilities
• Led team of 18 for new business and retention marketing for 54 niche Automotive Enthusiast magazines
with annual promotion expenses of $15M and revenues of $33M.
• Responsible for direct mail, email, partnerships, online advertising, paid search, web site development,
events, telemarketing, point of purchase promotions, and merchandise.
Key Accomplishments:
• Increased length of term of direct business by 13%, resulting in higher new business campaign
profitability and a $300K reduction in annual renewal expenses.
• Improved payment rates by 50% on new business promotions through use of credit cards, debit cards,
and incentives.
• Led customer lifecycle modeling with cross-functional team that resulted in improved retention rates
from 5%-30% across customer segments.
YAHOO! INC., Burbank, CA 2002–2004
Senior Manager, Search Marketing
Responsible for business-to-business direct marketing strategy for “pay for performance” products.
Key Accomplishments:
• Drove more than 60,000 new customers with an ROI of more than 300%.
• Led strategy and development of database for prospecting, data mining, promotional testing, and
managing customer contact.
• Developed strategy and led analytics leveraging Dun & Bradstreet data for high value advertiser
segment that resulted in improved conversion rates and overall revenue across the product portfolio.
PRIMEDIA, INC., Los Angeles, CA 2002
Director, Circulation
Managed circulation P/L and led a team of six in direct marketing strategy, development, and execution for 21
niche magazines with annual budgets of $6M and revenues of $12M.
BULLSEYE DIRECT MARKETING, Stamford, CT 2001–2002
Partner
Owned and operated consulting business with multiple clients in publishing, wireless, engineering, holistic
medicine, and sporting goods.
THE WALT DISNEY COMPANY, New York, NY 1999–2000
Associate Director, Consumer Marketing
Responsible for strategic development of new distribution channels via partnerships and the Internet that
produced 200,000 incremental subscriptions across three magazine brands.
3. TIME WARNER, INC., New York, NY 1994–1999
Assistant Director, Time Inc. Consumer Marketing
Developed and launched direct mail strategic plan for a new magazine launch, Real Simple, which resulted in
250,000 new paid subscriptions in year one.
Manager, Time Inc., Consumer Marketing
Participated in strategy and executed new subscriber plans for two magazine launches: Teen People (1997) and
People en Español (1998); and was promoted to Assistant Director within 24 months.
Associate Manager, Time Magazine
First staff management position responsible for a team of ten and a promotional budget of $25M.
Assistant Manager, Time Magazine
Collaborated in market segmentation research that led to realignment of teams into market and channel
specialities.
Manager, Inventory Planning Book-of-the-Month Club
Led cross-functional task force that developed an online inventory system.
Assistant Manager, Inventory Planning Book-of-the-Month-Club
Built database that moved manual paper tracking to an online repository for easier access to critical information.
NEWBRIDGE COMMUNICATIONS, INC., New York, NY 1992–1994
Assistant Manager, Inventory Planning
Reduced ancillary product inventory by 10% and book inventory by 13%.
Analyst, Inventory Planning
Created process improvements that decreased reporting cycle times and enabled faster decision making by
executives.
AWARDS, RECOGNITIONS & SPEAKING ENGAGEMENTS
Silverlink Consumer Engagement Advisory Board, 2015-2016
Frost & Sullivan Advisory Board, 2015-2016
Teradata Finalist for Marketing Technology Integration, 2015
Marketers That Matter Award for Excellence in Marketing Integration, 2014
Argyle Executive Forum CMO Panel Speaker, 2014 & 2015
IPG Leadership Conference Speaker, 2008
Consumer Marketing Achievement Award, 1998
Time Inc., President’s Award Nominee, 1998
EDUCATION
Harvard Business School, Advanced Leadership Certificate, Executive Leadership Program, 2015
University of Connecticut, Bachelor of Arts, 1991