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Marketing Portfolio

Marketing Experience

Feb. 2024 - May 2024

Global Marketing & Demand Generation Leader
INGERSOLL RAND

  • Develop marketing plans for the Ingersoll Rand pump, MP Pumps, and Oberdorfer pump businesses 

  • Develop content and drive engagement across all 3 social media challenges, doubling engagement and increase the average followers by 37% in 4 months 

  • Implemented initiatives and optimized campaigns across the website and Google Ads that drove an average increase in quoted dollars of 37% from 2023. Specifically a 296% increase in the Google Ads for Ingersoll Rand pumps, and 122% increase for MP Pumps website. 

  • Drove a 114% YoY increase in Oberdorfer Pumps bookings, with a 206% increase in bookings dollar amount. 

  • Strategized and implemented 1 campaign/month per brand with targeting competitive install base and search campaigns used to capitalize in a market void and become the sole supplier 

  • Management of all website content and boosting 5 SEO keywords to be in the top 5 positions across brands â€‹

Aug. 2023-Feb. 2024

Global Digital / Demand Generation Marketing Manager
INGERSOLL RAND

  • Develop content and drive engagement across all ARO, Ingersoll Rand pumps, MP Pumps and Oberdorfer's social media challenges, doubling engagement. Creation of annual social media plans and implementation of user engagement strategies through contests 

  • Project management lead and executor of the rebranding and implementation of rebrand from Tuthill Pump.

    • Rebrand included coordination and being point-person for weekly status calls across product management, operations, facility management, technical marketing, sales, and customer service. 

    • Updated all content and website 

    • Integration of the pump category into the overall Ingersoll Rand brand 

    • Training with distribution partners and traveling globally to conduct VoC research 

  • Updating ARO SEO keywords to include a prioritized list of 10 across key global markets and ensure they were in the top 5 ​

  • Ensuring NPS score had a 20% increase quarter over quarter 

  • Lead the marketing weekly status call across with all core business leaders for Ingersoll Rand pumps, MP Pumps and Oberdorfer 

  • Update and optimize website content in coordination with product management 

  • Work with global marketing excellence center to launch email campaigns and implement optimization tests 

  • Optimize Google Ad Campaigns 

  • Meet weekly with regional marketing leaders and sales to report on campaign initiatives and provide guidance and recommendations on how to achieve business goals for new digital or demand generation needs 

Jan. 2021-Mar. 2023

Head of Marketing, Commercial Buildings | North & South America
GRUNDFOS

  • Develop demand generation & revenue marketing strategy for Americas regional commercial buildings business that has grown revenue 10%+ YoY focused on Ideal Customer Profile (ICP), Persona, & Total Addressable Market (TAL) & customer journey

  • Increase the number of sales accepted leads by 175% from marketing activities from 2020 to 2022

  • Manage & optimize media buying efforts to deliver results (ABM, Display, Trade, PPC, SEO/SEM, etc.) that performed 3x higher than industry average

  • Launch placement in third party tools that increased specification rate by 17% in 6 months

  • Work closely with regional sales leadership, business development, product management & global marketing teams to build aligned strategy to increase market share in the short-, mid-, & long-term — while defining key metrics at all stages (ROI, increase in LTV of customers, etc.)

  • Create & drive alignment around a marketing budget, embracing a test/learn mentality & a ROI-driven approach to allocating spend

  • Oversee a team of 6 marketers located throughout the Americas region & build a growth team mindset & develop annual performance goals

  • Develop Sales Enablement content to drive sales through partner/distribution network (e.g., choreographed sales presentations, calculators, thought leadership content, engagement cadence scripts, etc.)

  • Align sales & marketing internally & external distribution partners with creation of a SLA

  • Develop & launch partner portal to increase speed & simplicity for partner network when selling

  • Build best practices & manage the use of marketing platforms by overseeing the execution of workflows, activities & reporting from multiple sources to deliver a holistic view of the business & our impact

  • Capture strong VoC input via onsite customer & channel partner interaction

  • Member of the Americas Regional Leadership Team

Nov. 2018 - Jan. 2021

Market Segment Manager, Commercial Building Services & Service | US & Canada Regions
GRUNDFOS

  • Manage the revenue and lead generation strategy for the commercial buildings and service market segment in both the US and Canada

  • Produce a mix of demand generational, product, and partner marketing

  • Analyze KPI's to drive improvement in both digital and print campaigns

  • Use of Marketo, SAP, LeadMethod, PowerBI Dashboard, Google Analytics and other tools to analyze the sales funnel and identify opportunities for growth and improvement

  • Attract, engage and convert new customer opportunities to create adoption of Grundfos solutions for commercial buildings and manufacturing

  • Oversee the implementation of marketing best practices to position Grundfos as a leader in commercial building solutions

  • Responsible for US and Canada commercial buildings customer segment budget, planning, reporting and spend

  • Develop marketing plans and strategies that drove paradigm shift in the HVAC industry and delivering a growth of 50% in product sales in the first year

  • Developed Data Center go-to-market strategy, collateral and generated 70+ leads in the first 6 months, with the biggest CBS project business order resulting from a lead

  • Develop the messaging and content for a SaaS pilot

  • Named PHCP millennials on the move in 2020

  • Contact point in uniting key stakeholders across the business from sales, business development, engineering, product management, customer service, and partners, to produce actionable go-to market plans to deliver on short- and long-term growth strategies

Mar. 2018 - Oct. 2018

Sr. Account Manager
THE MX GROUP

  • Develop and manage a team of coordinators

  • Strategic and fiscal management of a $1M+ book of business

  • Development of lead generational marketing plans for clients that delivered revenue growth

  • Integrated marketing plans that use out-of-the-box tactics to produce disruptive and cost-effective results

  • Pitch new business opportunities to grow book of business

  • Develop personas and conduct VoC research

  • Sales presentation strategy and project management creation for sales toolkit distribution for client's distribution partners 

  • Sales messaging playbook development 

  • Sales playbook development for key lead opportunities 

  • Management and strategy lead for telemarketing campaign for client that produced a 507% ROI

Oct. 2014 - Mar. 2018

Account Manager
THE MX GROUP

  • Provide direction to all aspects of project management, account management, strategic planning, branding, and competitive analysis for a diverse clientele ranging from the automotive to hospitality industries

  • Primary contact and partner for clients, with a portfolio of 3 accounts

  • Increased media effectiveness for automotive client by 30% working directly with industry publications and creative optimization strategies 

  • Drive revenue growth and expanded client relationships. In 2016 driving the highest value pricing across all client relationships

  • Perform monthly and quarterly performance reviews of clients' advertising programs, website analytics and campaign performance; and provide recommendations for improvements

  • Assist client's with annual program planning and budgeting; and content marketing plans 

  • Create Personas research and final output analysis and creative for clients

  • Led the strategy and project management for new website design and brand messaging update 

  •  Video creation management and project strategy creation for animation style, talking head, and promotional videos 

Oct. 2014 - Mar. 2018

Account Coordinator
THE MX GROUP

    Directed project and account management, strategic planning, branding, and competitive analysis for diverse clients, driving revenue growth and expanding the client base. Conducted marketplace analysis for a Fortune Global 500 sales pitch and played a key role in a national product launch at a trade show. Assisted in the research and execution of a product launch with 12 creative pieces and participated in developing a new product catalog. Coordinated media schedules, vendor negotiations, and managed budgets effectively.

Education

2024 

Auditing University of Illinois, GEIS College
iMBA

Ashley is currently auditing and completing course work unofficially through Coursera for the University of Illinois's, GEIS College, iMBA. Master’s degree in Marketing, honing her skills in consumer behavior, market analysis, and corporate strategy, setting the stage for her successful marketing career.

2008 - 2012

University Illinois
Bachelor's in Science, Agricultural Communications with Advertising Minor

Completing her Bachelor's degree in Agricultural Communications provided Ashley with a strong understanding of business principles and a solid foundation in marketing strategies.

Skills & Expertise

    Ashley's expertise lies in digital marketing, brand strategy, market research, content creation, and social media management. Her proficiency in data analysis, campaign optimization, and project management has been instrumental in driving successful marketing initiatives.

  • Team Leadership & Development

  • Go-to-Market Strategy

  • Product Marketing

  • Digital Marketing

  • Sales Alignment & Enablement 

  • Insights & Analytics driving to agile improvements in marketing

  • ​VoC Research

  • Persona Development & Implementation

  • ​Channel Partnership Management 

  • Branding

  • Account Based Marketing (ABM)

  • Media Strategy/Execution/ Optimization 

  • Social Media Content & Management

  • Communications & PR

  • SEO/SEM/PPC

  • ​Event Marketing 

  • Website Management & Optimization 

  • Presentation Development ​

  • Customer Journey Development & Implementation

Certifications

2024 

Google Certifications

  • Google Ads Search 

  • Google Ads Measurement 

  • Google Ads Display 

  • Google Ads Creative 

  • Google Analytics 

  • Conversion Optimization 

  • Grow Offline Sales 

  • Privacy for Agencies and Partners 

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