Tina McAuliffe
Auburn,MA
Summary
Strategic B2B marketing leader with 12+ years of experience in industrial and manufacturing sectors, driving brand growth, digital transformation, and lead generation. Proven ability to create and execute marketing programs from the ground up, optimize sales and marketing alignment, and build high-performing teams. Adept at leading global marketing initiatives, enhancing digital presence, and working cross-functionally with sales, engineering, and product management. Passionate about developing innovative strategies that drive measurable business growth.
Overview
17
17
years of professional experience
Work History
Head of Marketing, Physical Test
Hottinger Bruel & Kjaer - HBK
04.2023 - Current
- Lead and manage a global marketing team, developing strategies to enhance brand recognition and revenue growth
- Create and execute integrated marketing programs, leveraging digital, content, and event marketing to drive lead generation and customer engagement
- Partner closely with product management, sales, and engineering to translate technical concepts into compelling marketing messages
- Drive digital transformation efforts, optimizing online presence, SEO, and marketing automation for enhanced customer acquisition
- Spearhead go-to-market strategies for new product launches, ensuring successful positioning and adoption in competitive markets
- Improved lead generation efforts by implementing targeted inbound marketing strategies that attracted high-quality prospects.
Marketing Manager, Americas
Hottinger Bruel & Kjaer - HBK
01.2021 - 04.2023
- Managed a team of five marketers, aligning regional strategy with global business objectives to drive a 15% increase in MQL-to-SQL conversions
- Led end-to-end marketing campaigns, including digital advertising, webinars, trade shows, and targeted email marketing
- Managed a 300K EUR marketing budget, optimizing resources for maximum impact on brand awareness and lead generation
- Developed and executed content strategies, aligning messaging with customer pain points and industry trends
Marketing Campaign & Portfolio Manager
Hottinger Bruel & Kjaer - HBK
01.2020 - 01.2021
- Developed data-driven marketing programs for a 27MEUR product portfolio, optimizing engagement through digital channels
- Conducted customer journey mapping and market research to enhance brand messaging and campaign effectiveness
Marketing Communication Specialist
Hottinger Bruel & Kjaer - HBK
09.2012 - 01.2020
- Led SEO, PPC, and content marketing efforts, increasing paid traffic by 90% and driving a 10-15% YoY increase in web traffic
- Managed inbound and outbound marketing strategies, improving engagement and conversion rates
- Collaborated with sales teams to create effective collateral materials for presentations and proposals.
- Enhanced customer engagement with targeted email marketing campaigns and social media content.
- Managed successful trade show participation, resulting in increased leads and valuable industry connections.
Marketing Communications Coordinator
Veterans Inc.
01.2012 - 09.2012
- Content creator for multi-channel marketing including Social Media, e-newsletter, landing pages, and external advertisements
- Conduct interview clients to create compelling stories for marketing, funding for grants, and more
- Design and execute all printed media advertisements, brochures, flyers, presentations, marketing boards
- Integral member of team assembled to execute major fundraising events
- Internal producer for video series to build awareness in various marketing channels to increase donor funds
Marketing Coordinator
CCR LLP
01.2011 - 12.2011
- Plan and manage multiple internal and external firm events and trainings
- Implement strategies to increase organic page ranking and website traffic
- Key member in the development of a pipeline report template aimed at shortening the sales cycle
- Execute regular direct mail marketing campaigns and initiatives to serve firm's niche industry practices
Cancer Resource Specialist and Recruiter, MSABC
American Cancer Society
08.2008 - 01.2011
Education
B.S. - Business Administration – Marketing
University of New Hampshire
Durham, NH05.2008
Technical And Digital Expertise
Salesforce, Adobe Workfront, Adobe Experience Manager, HubSpot, SAP CRM, Mailchimp, Google Analytics, AdWords, WordPress, Typo3, PowerBI, Trello, MS Office Suite, Adobe Creative Suite
Timeline
Head of Marketing, Physical Test
Hottinger Bruel & Kjaer - HBK
04.2023 - Current
Marketing Manager, Americas
Hottinger Bruel & Kjaer - HBK
01.2021 - 04.2023
Marketing Campaign & Portfolio Manager
Hottinger Bruel & Kjaer - HBK
01.2020 - 01.2021
Marketing Communication Specialist
Hottinger Bruel & Kjaer - HBK
09.2012 - 01.2020
Marketing Communications Coordinator
Veterans Inc.
01.2012 - 09.2012
Marketing Coordinator
CCR LLP
01.2011 - 12.2011
Cancer Resource Specialist and Recruiter, MSABC
American Cancer Society
08.2008 - 01.2011
B.S. - Business Administration – Marketing
University of New Hampshire
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