I love to tackle challenges and help organizations overhaul their marketing approach and/or build new marketing programs from the ground up.
I’m an expert in orchestrating the modern marketing mix, creating and scaling impactful campaigns that drive demand and company growth.
From brand, to digital, content, PR and live marketing – let’s compose something amazing together.
Professional Experience & Results
05/2023 - Present
Spearhead the Go-to-Market strategy for the retail and hospitality vertical markets
in North America, driving demand and pipeline. Leading a direct team as well as cross-functional teams, I orchestrate integrated, multi-channel marketing programs that significantly impact the company’s sales pipeline. Additionally, I direct the annual Account-Based Marketing (ABM) program, collaborating closely with Zebra's sales force to expand the footprint within key strategic retail accounts.
Key Results
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Influenced over $200M in sales pipeline in 2023 through multi-channel marketing programs.
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Planned and executed Zebra's participation at NRF 2024 - Retail's Big Show - in New York with a 60 x 80 ft booth. Responsibilities included managing a large cross-functional team, show strategy, partner and sponsor engagement, demand generation and showcase customer.
06/2021 - 02/2023
Marketing Manager, North America
Led marketing strategy and execution, message and positioning development for the Azena IoT platform and marketplace in North America. Created the annual and quarterly marketing plan focused on pipeline growth. Managed brand and demand generation programs using PR, digital, content, performance, ABM and event marketing. Created content to drive awareness, consideration and conversion along the customer journey.
Key Results
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Built marketing programs across key verticals for NA region from the ground up increasing lead generation by 50% in 2022.
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Achieved a 28% MQL to SQL conversion rate.
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Initiated and implemented Azena’s 2021 launch event, which was attended by Pittsburgh's mainstream and business media and regional thought leaders, including Pittsburgh's mayor and the CTO of the Pittsburgh Penguins.
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Contributed to multiple business opportunities by developing and implementing joint GTM strategies with ecosystem alliance partners.
12/2017 - 05/2021
Marketing Program Manager, US
Responsible for GTM strategy, planning, and execution of industrial automation business unit in the US aimed at building awareness and growing market share. Created an annual marketing plan including lead projection modeling and metrics tracking. Oversaw full-funnel brand and demand marketing programs across marketing channels, including PR, content, SEM/SEO, social media, advertising, direct marketing, event marketing, customer advocacy and partner promotions. Coordinated product launches and campaigns. Managed an annual budget and cross-functional project teams with 10+ team members from engineering, product, sales and marketing.
Key Results
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70% increase in leads YoY in two consecutive years from 2018 to 2020.
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Led product launch in the US for new product line (ctrlX AUTOMATION), generating 20 high-value business opportunities in 2020.
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Modernized marketing set-up by establishing a more customer-oriented, digital marketing approach, introducing new marketing channels, overhauling messaging, content development, and introducing sales enablement program.
"Carolin brings vast experience along the whole modern marketing spectrum. She manages all marketing aspects from strategy to execution for the whole North American region to great success. From digital marketing, to events, to
co-marketing with partners, Carolin sources from her experience and creativity to simply get things done and drive demand and leads for our business developers to tap into."
05/2016 - 11/2017
Marketing Specialist
Managed product positioning, messaging, and the marketing plan development and implementation for SaaS product portfolio and professional services across industry verticals. Developed multi-channel marketing programs aimed at increasing brand awareness and lead generation. Created and implemented event and exhibition concepts for high-scale corporate events with 1,000+ attendees, including Bosch Connected World Chicago 2016 and Bosch IoT Strategy Summit.
Key Results
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Launched a campaign in the Americas to support an automotive product portfolio that experienced $700K in annual sales growth in 2017, which included product messaging, workshop and event concepts, and cross-channel promotions.
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Developed and executed multi-channel lead generation programs generating 1K+ leads (i.e. Bosch Connected World Chicago 2016/ Bosch’s corporate IoT event).
09/2014 - 04/2016
Marketing Associate
Developed full-funnel programs, content, event and email marketing campaigns focused on lead generation and nurturing for IoT and Enterprise products. Created content driving customer acquisition, engagement and retention, such as white papers, webinars, case studies. Organized corporate events, exhibits and speaking engagements at trade shows.
Fabio Marti
VP Marketing Azena
December 2022
02/2014 - 08/2014
Marketing Associate
09/2012 - 12/2013
Marketing Associate
Responsible for social media editorial planning and content development for Pelikan and Herlitz brands aimed at growing followers and increasing community engagement. Managed content creation for all websites in cooperation with European subsidiaries to ensure consistent brand identity and messaging. Collaborated with retail marketing team to support in-store and online merchandise activities.
Supported the development and implementation of marketing, business development, and public relations strategies and activities by developing, maintaining and expanding marketing channels. Worked with marketing leaders and senior management on the launch of corporate social media presence on facebook and Foursquare. Supported the editorial office of the customer magazine 'Dein Bahnhof' through identifying magazine stories and editorial plans.