Tom Tate

Phenom - Enterprise Talent Acquisition Software

Director, Product Marketing • January, 2020 — Present

At Phenom, I serve the team and our customers as Director of Product Marketing.

Functions of this role include:

• Positioning and messaging of core products within Phenom's robust suite of solutions
• Leading and executing product launches as Phenom continues to build a new category
• Being a liaison to our product teams
• Participating in webinars, virtual events, podcasts, blogs, and videos as both a host, content creator, and producer
• Speaking to our product and product POV on our weekly product tour, in analyst briefings, and sales enablement sessions
• Supporting sales by producing sales collateral (PDFs, Keynote decks, videos, talk tracks, etc.)
• Supporting cross-functional teams in varying capacity (Product, Solutions Consulting, Partnerships, Sales, Knowledge Management, Customer Marketing, International Sales, etc.)
• Collaborating with cross-functional teams (Product, Demand Gen, Partnerships, International Sales, etc.)
• Supported GTM messaging for the acquisition of three companies and Series D funding round.
• Managing and coaching two additional (and awesome) product managers

MeetEdgar - Social Media Scheduling Software

Director of Marketing • May, 2019 — January, 2020

Actively set and managed overall marketing strategy. Functions of this 100% remote role included:

• Managed a small (but mighty) marketing team and third-party consultants.
• Created engaging content (blog, podcast, video, email, etc.) optimized for search and meeting people at various stages in their customer journey.
• Ran paid ads and media placements (Google, Facebook, podcast sponsorships, etc.)
• Developed our product and core offerring positioning for marketing collateral.
• Experimented with on-site A/B split-testing to improve website performance and conversion rates.
• Created and hosted multi-day virtual event to serve our target audience and develop key partnerships.
• Attended trade shows and conferences to meet customers and prospects face-to-face, connect with partners, and provide education on the brand and product.
• Reported on progress and supporting cross-functional teams (product, customer success, finance.)

AWeber - Email Marketing

Product Marketing Manager • December, 2013 — April, 2019

Focused on customer growth and retention projects, while also serving as marketing liaison on various Product teams. Functions of this role included:

• Crafted and executed full-scale product marketing campaigns and created promotional and educational content to increase the awareness and adoption of AWeber's suite of email marketing and automation tools.
• Engaged current SaaS customers with email campaigns, live and pre-recorded webinars, video tutorials, blog content, surveys, and training to promote growth (increased revenue) and retention (decreased churn.)
• Iterated on onboarding content, such as automated email sequences, in-app tutorials and webinars to promote trial-to-paid account conversions.
• Supported current customers and lead generation through co-marketing opportunities, like partner webinars and content sponsorships.
• Crated conversion copy for emails, website split tests, interface content and various cross-functional team projects.
• Represented AWeber as an evangelist across targeted communities and platforms with measurable impact by speaking at conferences, being a guest expert on podcasts, and writing for other publications and media outlets.
• Produced video and audio content that supports AWeber’s brand awareness, acquisition, and customer marketing goals.
• Served as the marketing liaison between cross-functional teams, such Customer Solutions, Product, and Engineering.

Previously responsible for researching, managing, executing and analyzing programs that drive measurable impact in customer acquisition, awareness, and brand positioning. Functions of this role previously include:

• Established strategies, executing specific tactics and reporting on AWeber's existing acquisition channels, with a focus on lead generation; webinars, podcasts, sponsorships, co-marketing partnerships.
• Owned the conversion performance of AWeber.com; including management and execution of our A/B and conversion rate optimization campaigns for specific landing pages.

I'm proud of many efforts at AWeber, but here are a few that stand out:

• Lead the effort to execute major product launches: Campaigns, an email automation platform, Curate, a mobile application, and Automations, our advanced automation features.
• Revamped our live prospect and customer-facing webinar strategy to support growth initiatives and product launches
• Crafted an automated webinar workflow that has yielded thousands of registrants.
• Created compelling content for the AWeber blog and other media outlets
• Hosted our first virtual summit for podcasters, Beyond the Podcast.
• Spoke at industry conferences like Fincon, Litmus Live, and Podfest.
• Regularly wrote HTML and CSS, and contributed to our site's codebase via Git.
• Started, hosted, and managed AWeber's first podcast, Ask Me About Email Marketing, amassing over 66,491 unique downloads over 76 episodes (as of 03/2019.)
• Crafted the strategy, process, and cadence to direct AWeber's conversion rate optimization program through split testing and analysis.

*Prior to being Product Marketing Manager at AWeber, I served as Marketing Project Manager from December 2013 to January 2016.

Rosemont College - Communications Department

Adjunct Instructor • September, 2016 — Fall, 2018

As an Adjunct Instructor at Rosemont College in Rosemont, PA, I taught a 3-credit Communications course, Publication Design. This course was an overview in print and digital publication design and included hands-on training with the Adobe Creative Suite (Photoshop, Illustrator, InDesign.) This course was taught on Monday evenings and did not conflict with normal business hours.

Context - Web Development

Lead Project Manager • April, 2011 — December, 2013

As the Lead Project Manager at Context (now Eastern Standard), a premiere web development firm in Philadelphia, I effectively managed a team of 4 web developers. During my tenure, we collectively launched over 45 successful Drupal CMS web projects in just 2 ½ years.

In addition to meeting budget and timeframe requirements, and providing detailed updates to clients, I also define and nurture the small business’ internal policies and culture to stimulate consistent growth.

Pennrose Management Company

Special Projects Coordinator • August, 2008 — April, 2011

I served as Special Projects Coordinator at Pennrose Management Company in Philadelphia, where I worked on revamping the Pennrose's corporate policies and procedures, and the development of the company's internal document management system and intranet (built on Microsoft Sharepoint.)

University of Delaware

Bachelor's Degree, English & History • 2004 — 2007

Fun fact: I got to tour the great state of Delaware as a part-time mobile marketer for Red Bull. (Yes, driving the truck with giant can on the back!)

Rosemont College

Master's Degree, English & Publishing • 2009 — 2012

While earning my degree at Rosemont College, I also served as a graduate assistant in the Academic Advising department.

Web Development, Design, and Content Management

In an effort to be a full-stack marketer, pursued an education in web development, design, and content management. Well-versed in HTML, CSS, and (some) Javascript. Developed static and custom-themed Wordpress sites for myself and clients. Proficient with Adobe Creative Suite (Photoshop, InDesign, Illustrator, and Audition.) Designed and published physical content across various mediums, such as invitations, posters, and a hardcover book.

Marketing Tech and Analytics

Well-versed in Google Analytics, KissMetrics, ad tracking pixels, marketing automation and tag management software. Experienced in SEO and Facebook advertising, particularly developing retargeting acquisition funnels

Copywriting, Podcasting, and Content Creation

Active contributer on various web publications and blogs. Developed conversion-centric copy for AWeber's public site and various campaigns. Experienced in podcast production (recording, editing, publishing, and promoting.)

Leadership and Productivity

Exceptionally high interest in organizational leadership, time management, and productivity. Obsessively consume countless books, attended seminars and workshops.

Scrum Alliance

Certified ScrumMaster • October 2014

As a certified ScrumMaster, I'm equipped to help teams succeed using Scrum, a popular framework within the Agile project management methodology.

Digital Marketer

Certified Customer Acquisition Specialist • March 2016

Certification description: Certified Customer Acquisition Specialists are uniquely qualified to help brands and businesses leverage paid traffic channels such Google, Facebook and other demand-gen platforms to grow their customer base without breaking the bank.

Digital Marketer

Certified Customer Value Optimization Specialist • April 2016

Certification description: Certified Customer Value Optimization Specialists are uniquely qualified to help businesses architect a “conversion funnel” that reduces initial customer acquisition costs, while simultaneously increasing both immediate and lifetime customer values.

Digital Marketer

Certified Content Marketing Specialist • April 2016

Certification description: Certified Content Marketing Specialists are uniquely qualified to help brands convert content at each level of the funnel into organic traffic and sales.