Lindsay Sones
Beverly
Summary
Dynamic marketing leader with a proven track record at SS&C Intralinks, driving $23.5M in sourced bookings through innovative demand generation strategies. Expert in marketing analytics, I excel in optimizing campaigns while fostering team growth and collaboration. Passionate about leveraging insights to enhance customer engagement and achieve ambitious revenue goals.
Overview
25
25
years of professional experience
1
1
Certification
Work History
Vice President, Head of Global Growth Marketing
Company Name
05.2023 - Current
- In this role, I report to the CMO, and play a pivotal role in driving the company’s revenue growth and market expansion.
- I am responsible for developing and executing comprehensive marketing strategies, leveraging digital channels and data-driven insights, acquiring new customers, and increasing customer retention.
- I have a global team of 17 Growth Marketers that are passionate about their roles and constantly evolving scalable growth initiatives to achieve revenue goals.
- My leadership role is cross-functional, partnering with leaders across all functions to establish and advance our position in the market, drive awareness and demand for our offerings.
- Define the company’s growth marketing strategy and align to business revenue goals.
- Develop and execute demand generation strategies using a variety of marketing channels such as paid media, content, SEO, email, social, events, 3rd party partnerships, and gamification.
- Create robust lead generation funnels and constantly refine targeted campaigns to ensure optimization.
- Leverage data analytics, A/B testing, Marketo, Tableau to constantly track and analyze key performance and generate insights to optimize marketing initiatives for increased ROI.
- Create strong partnerships with internal partners such as product marketing, sales, product marketing to ensure we are aligned with business objectives and goals.
- I love my team and I’m passionate about their career goals, growth opportunities.
Senior Director, Global Growth Marketing, Mergers and Acquisitions
SS&C Intralinks
09.2021 - 05.2023
- Responsible for the strategic, programmatic and tactical/operational responsibilities related to demand creation program objectives for the Mergers and Acquisition segment, including acquisition, engagement and acceleration.
- Responsible for developing the strategy and executing global marketing campaigns that drive high quality leads, marketing attribution pipeline, and bookings.
- I work closely with our product marketing/sales to develop global campaigns that generate and engage leads within specific M&A segments.
- I am responsible for producing marketing metrics that show ROI of all lead generation marketing programs and continually optimize and evaluate programs for maximum effectiveness.
- In addition, I am responsible for understanding our buyers and customers in specific segments such as Private Equity, Corporate Development, Advisory Firms, Hedge Funds, Investment Banking and Wealth Management, including how they make buying decision and their needs as customers.
- I am also responsible for gaining strategic insights with market evidence and then using that knowledge to drive the development of positioning and messaging that resonates with buyers and empowers our sales channels to be successful.
- I work directly with the Vice President of Product Marketing to create M&A thought leadership campaigns to further our leadership within the PE/Dealmakers space.
- I have an extremely solid working understanding of the value drivers for solutions that support M&A use cases such as deal prep, deal marketing, corporate development, legal firms and advisors.
- In 2021, the M&A Global Programs, created 17K MQLs, influenced pipeline of $210M, influenced $80.2M total bookings which equated to adding $23.5M worth of sourced bookings for Intralinks.
Director, Global Marketing, Corporates and Banking
SS&C Intralinks
08.2019 - 09.2021
- Responsible for the strategic, programmatic and tactical/operational responsibilities related to demand creation program objectives for the Mergers and Acquisition segment, including acquisition, engagement and acceleration.
- Responsible for developing the strategy and executing global marketing campaigns that drive high quality leads, marketing attribution pipeline, and bookings.
- I work closely with our product marketing/sales to develop global campaigns that generate and engage leads within specific M&A segments.
- I am responsible for producing marketing metrics that show ROI of all lead generation marketing programs and continually optimize and evaluate programs for maximum effectiveness.
- In addition, I am responsible for understanding our buyers and customers in specific segments such as Private Equity, Corporate Development, Advisory Firms, Hedge Funds, Investment Banking and Wealth Management, including how they make buying decision and their needs as customers.
- I am also responsible for gaining strategic insights with market evidence and then using that knowledge to drive the development of positioning and messaging that resonates with buyers and empowers our sales channels to be successful.
- I work directly with the Vice President of Product Marketing to create M&A thought leadership campaigns to further our leadership within the PE/Dealmakers space.
- I have an extremely solid working understanding of the value drivers for solutions that support M&A use cases such as deal prep, deal marketing, corporate development, legal firms and advisors.
Vice President, ETF Product Marketing Manager
State Street Global Advisors
Boston
02.2016 - 08.2019
- Responsible for developing the annual marketing plans, strategy, and key product launches for one of the largest ETF funds at State Street Global Advisors (SPDR GLD Shares - $30B AUM) and oversee the implementation of all marketing tactics; advertising/media, events, paid search, direct marketing, social media, PR, website, and webinars.
- In addition, responsible for helping to define and develop, with key internal stakeholders and agency partners, marketing collateral, campaigns, research, influencer programs and sales-oriented tactics designed to promote the fund through various financial channels.
- Responsible for helping sales to achieve their NNR goals through marketing activities and influencing the sales funnel each month.
- I have a deep understanding of retail, intermediary, and institutional distribution channels and their specific client needs and competitors sets.
- In-depth knowledge of modern B2B marketing and digital marketing channels.
- Management of the global strategy and execution of the SPDR Gold Shares Fund marketing programs and oversee a marketing budget of $8M.
- Responsible for all new fund launches – Recently launched a low-cost gold ETF product (GLDM) which has seen over $275M in net new inflows in 4 months.
- This new ETF is rated one of the top 10 ETF launches on the NYSE, in 2018.
- Responsible for creating demand generation programs that drive lead generation, and influence the purchase of the SPDR Gold Funds (GLDM, GLDW, GLD).
- Maintain a deep understanding of each segment’s sales model, support needs, and competitive landscape – including competitive best practices.
- Manage the development of qualitative and quantitative research studies to further influence the narrative landscape and content creation.
- Gather market data on an ongoing basis in a structured fashion to understand the competitive landscape and emerging threats/opportunities.
- Own and develop communication channels to the ETF community, such as conferences, publications, blog, speaking events, and partnerships with financial institutions.
- Identify quick-win, high impact projects in areas of lead-to-revenue process and systems, generating awareness, and capturing actual client/end-user usage and success stories.
- Oversee and manage Salesforce analytics, reports, and dashboards, to ensure all relevant data and metrics are analyzed from programs and continuously optimized to drive future results (ROI) and provide senior management with monthly reporting on the effectiveness of all marketing tactics.
- Manage a global team of direct and indirect reports.
Global Director, Field Marketing and Demand Generation Programs
FIS (SunGard Financial Systems)
Boston
01.2011 - 01.2016
- Responsible for the direct management of SunGard’s segment campaigns, insides sales marketing programs (globally) and leveraging inbound and outbound tactics.
- Manage the Field Marketing function globally for the Asset Management segment and executing/overseeing 100+ events per year.
- This means, managing the global field marketing team and inside sales team, to ensure that Line of Business campaigns, specifically events, are successfully implemented, achieve set objectives in each region, and set individual program goals and measurement criteria.
- Responsible for managing the tactical and strategic implementation of the marketing campaigns, lead generation events and working closely with the LoB Directors, Sales teams and Product Management, and the Executive teams to execute regional events and ensure that the planned activities have strong lead generation and customer retention results.
- This role involves proactively ensuring all elements of the campaigns are executed on time, on budget, achieve set objectives, and result in a calculated ROI.
- Manage a team of 6+ marketing professionals directly and work in partnership with multiple disciplines to drive global campaign results.
- Management of global event strategy for SunGard.
- Responsible for creating a demand generation plan aligned with strategic business goals and revenue targets within the Banking Segment.
- Work with the global business line marketing managers, product marketing, and sales to determine the relevant thought leadership and lead generation activities applicable for the region.
- Identify a mix of events, campaigns, webinars, user-groups, and customer awareness activities required to build a best-in class demand generation program.
- Lead/manage a team of field marketing experts and oversee/execute 100+ events globally.
- Identify key assets to successfully build content rich and compelling demand generation offerings.
- Work with large companies, to create sponsorships that offset the cost of various events throughout the year, and negotiate contacts for all events.
- Lead the internal and external communications (Electronic Direct Mail, press releases), campaign result round-ups, lead activity reports and lead generation management in Salesforce.
- Work closely with the interactive web team to establish best practices for SEO.
- Leverage social media (Facebook, LinkedIn/LinkedIn sponsorships, Twitter/Twitter chats) to further promote demand generation events.
- Instill and create standards and best practices for the Asset Management Segment and provide an invaluable service to the business in reaching campaign goals and objectives.
- Drive and implement processes and reporting structures to properly calculate metrics based around each campaign.
- Manage the overall Field Marketing/Campaign budget.
- Lead planner for the 1,000 person sales kick-off event and Sales Incentive Club.
- 2013-2014, the field marketing function has added over 64 million dollars to the overall pipeline.
Senior Event Marketing Manager
Philips Lighting
Burlington
02.2009 - 01.2011
- Managed cross team and Business Unit events for the North American lighting market.
- Lead all planning, design, branding, messaging, choreography, and production with related outside vendors in conjunction with 20 business unit leads to produce unified events.
- Coordinate, plan, manage, execute and evaluate in conjunction with 20 business units on all corporate and global client events, which include conferences, offsite VIP meetings/events, road shows, internal corporate events, Analyst Days, Corporate outings and over 30 trade shows yearly.
- Prepare strategy and event budgets in conjunction with the business units on their respective roadmaps and key applications/selling points.
- This position ensures that all high-level messaging connected to strategic cross-team NA events is consistent between the various lighting business units to promote a unified presence.
- This position acts as a key liaison between marketing communications and corporate communications, bringing key messages from both teams to the multiple audiences that attend key NA events.
Global Marketing Events Manager
Philips Color Kinetics
Boston
04.2006 - 01.2009
Print & Online Media Specialist, Content Coordinator
Bain & Company
Boston
08.2000 - 10.2005
Education
Bachelor of Arts - Sociology/Anthropology
Colgate University
Hamilton, NY05.2000
International Study Abroad Program
Richmond College
Florence, Italy05.1999
Skills
- Salesforce
- Certain Software
- Netsimplicity – Meeting Manager software (CVENT)
- Tableau
- Marketo
- Adobe
- Google analytics
- Hootsuite
- Chatter
- Exact Target
- Bizible
- Adobe Analytics
- YouTube
Certification
- Coaching for Performance and Growth, Philips School of Learning, 12/01/08
- Pragmatic Marketing Course, 01/01/12
Hobbies and Interests
- Boston Marathon
- NYC Marathon
- Chicago Marathon
- Captain, Colgate University Division I Field Hockey
- President, Board Member, Manchester Bath and Tennis Club
Awards
- SunGard Management Team Award of Excellence, Selected amongst 5,000 professional team members as one of the top leaders.
- Philips Flag of Recognition, Acknowledgement for going above and beyond to delight customers.
- President’s Award of Excellence, Awarded every quarter at Color Kinetics.
Languages
- Italian, Extensive
- French, Extensive
Timeline
Vice President, Head of Global Growth Marketing
Company Name
05.2023 - Current
Senior Director, Global Growth Marketing, Mergers and Acquisitions
SS&C Intralinks
09.2021 - 05.2023
Director, Global Marketing, Corporates and Banking
SS&C Intralinks
08.2019 - 09.2021
Vice President, ETF Product Marketing Manager
State Street Global Advisors
02.2016 - 08.2019
Global Director, Field Marketing and Demand Generation Programs
FIS (SunGard Financial Systems)
01.2011 - 01.2016
Senior Event Marketing Manager
Philips Lighting
02.2009 - 01.2011
Global Marketing Events Manager
Philips Color Kinetics
04.2006 - 01.2009
Print & Online Media Specialist, Content Coordinator
Bain & Company
08.2000 - 10.2005
Bachelor of Arts - Sociology/Anthropology
Colgate University
International Study Abroad Program
Richmond College