RESUME

                                  katie@katietowler.com      ∙      Carmel, IN 46033  

Revenue-focused marketing leader with experience growing demand and converting qualified leads for B2B SaaS. Special emphasis in search engine optimization (SEO), search engine marketing (SEM) and conversion rate optimization (CRO). Proven ability to increase traffic, leads, & revenue through organic & paid marketing channels. Excels at leading, mentoring, & scaling high performing marketing teams.

Comprehensive SEM Strategies | Organic Search Engine Optimization | Pay Per Click Advertising |

Growing Ecommerce | Data Analytics | ROI Focus

Quilt Software, (Remote)

Director of Conversion Rate Optimization, March 2024 - Present

Responsible for page-view to lead and lead to opportunity conversion rate across portfolio of 15 B2B SaaS brands

• Direct A/B testing roadmap strategy across all landing pages and website pages

• Launched comprehensive lead nurture program with focus on segmentation and persona-based messaging

• Coordinate successful marketing-led lead conversion campaigns in coordination with the BDR team’s outbound cadence to generate more qualified opportunities in the pipeline

Quilt Software, (Remote)

Director of Growth Marketing, August 2022 – March 2024

Lead high performing growth team (paid media, SEO, content marketing, social media) to drive 201% increase in qualified leads YOY

• Launched demand generation marketing strategy segmented by industry, buyer persona, and funnel stage, leading to immediate increase in MQL to customer conversion rate

• Improved marketing team efficiency and scalability through transformative process changes, including:

o      Strong project management using campaigns to drive marketing roadmap and agile    sprints to manage a high functioning, fast-paced growth marketing team

o      Content marketing planning based on funnel stages & buyer needs

o      Marketing operations and automation overhaul & documentation (HubSpot)

AbacusNext (now CARET), San Diego, CA (Remote)

Digital Marketing Manager, January 2021 – August 2022

• Established KPI benchmarks for paid advertising programs, including Cost per Marketing Qualified Lead (MQL), CAC, conversion rate, etc. for legal, accounting, & document automation SaaS, as well as integrated payments processing

• Overhauled underperforming paid advertising campaigns to increase efficiency & scale for growth, with ad spend increasing from $60k to $100k monthly budget

• Achieved 213% growth in Marketing Qualified Leads within first 6 months, along with a significant decrease in cost per qualified lead

• HubSpot Marketing Hub marketing automation & marketing operations

• Managed relationships with third party vendors focusing on SEO, PPC, content creation, design, & CPL advertising

• Managed marketing emails for lead nurture program, customer marketing, partner newsletters, etc.

• HubSpot lead management & lead scoring, and Salesforce campaign management

Creative Converting (division of Hoffmaster Group, Inc.), Indianapolis, IN

Product Marketing Manager, NFL & Collegiate Brands, July 2015 – April 2020

• Utilized digital marketing abilities to offer fresh perspective & optimize product development processes

• Focused on improved product development processes to support B2B2C efforts with customers such as Walmart, Target, Sam’s Club, & Amazon resulting in increased ecommerce sales & profitability

• Organized & worked the booth at NFL Consumer Products Summit annually

• Managed sports licensing relationships with the NFL & universities

• Developed new products from concept, sourcing, & quoting, to production & marketing launch

• Created & analyzed P&Ls to ensure new product launches met profitability benchmarks

Creative Converting (division of Hoffmaster Group, Inc.), Indianapolis, IN

Ecommerce Marketing Manager, July 2012 – July 2015

• Led ecommerce efforts, managing 5 direct reports, including specialists in PPC, merchandising, social media, & content creation; managed third-party vendor relationships such as content writers, online bloggers, & influencers; additional dotted line management relationships with design & photography departments relating to ecommerce needs

• Introduced corporate B2B ecommerce via a B2B website as well as ecommerce customers, such as Amazon

• Launched Napkins.com, a B2B website targeting small businesses, which grew to $1.5M in gross revenue in its first year.

Creative Converting (division of Hoffmaster Group, Inc.), Seattle, WA (remote)

Marketing Director, PARTY PAIL INC (acquired by Creative Converting in 2012), 2010 – 2012

• Developed & maintained all SEO & digital marketing channels/strategies, including organic search engine optimization, PPC campaigns, email marketing, comparison shopping engine listings, & various new marketing initiatives for all 6 websites

• Increased annual gross revenue of this small start up from $1.5M in 2009 to $7M in 2012

• Achieved strong ROI (7x in some channels) on an ad spend of $30K-60K monthly

• Managed multiple third party agencies as support for our in-house SEM efforts

Web.com Search Agency (formerly Submitawebsite), Scottsdale, AZ

Account Manager, September 2009 – October 2010

• Developed & managed custom SEO strategies for clients, including developing on-page keyword & content strategies, creating link-building packages, technical SEO audits & recommendations, & assisting clients through various other components of optimization.

Web.com Search Agency (formerly Submitawebsite), Scottsdale, AZ

Project Manager Custom Link Building, July 2008 – September 2009

• Launched the link building department. Created procedures & quality standards for department work

• Oversaw & trained 8 direct reports, including the development of training materials

Web.com Search Agency (formerly Submitawebsite), Scottsdale, AZ

SEO Copywriter & Editor, August 2006 – July 2008

• Wrote & edited content for all clients' websites, adhering to SEO best practices & user's best interests

University of California, Santa Barbara

2006 B.A., English

Google Ads Search Certified through 6/2025

HubSpot Email Marketing Certified through 2/2025

HubSpot Marketing Software Certified through 2/2025