Dana is an accomplished marketing executive with over 25 years of experience delivering results in a wide-range of companies, from high growth startups to Fortune 100 businesses competing in new and existing markets. She is a results-oriented professional with proven expertise in traditional and online marketing including market research, branding, public relations, social media, content strategy, lead generation and go-to-market strategy.
She has worked with established category leaders as well as new entrants in B2B software, hardware, SaaS, Cloud, and Services through both direct and channel models. She understands the challenges and opportunities of companies who are new entrants to crowded markets, expanding into new geographies, trying to accelerate a strategic acquisition, or who might be struggling to change existing brand impression. Dana blends competitive and customer insights with company goals to develop effective short and long-term strategies that deliver efficient and effective plans and programs to drive growth.
Dana comes to Chief Outsiders from having transformed marketing through leading successful growth initiatives at companies such as IBM, Thomson Reuters, CA Technologies, Datto, ExaGrid and Intralinks.
While at Datto, Dana transformed marketing from an event-driven department into a strategic global marketing organization supporting the company’s growth initiatives, new product launches, expansion of channel programs, and acquisitions. Lead generation increased 200% while a new product launch exceeded production capacity.
While SVP of Global Field Marketing at CA Technologies, Dana introduced the concept of field marketing and integrated lead generation programs. She transformed the global field marketing teams from a sales support function into a lead generation and metrics driven organization, developing a close relationship with sales. Results included a 10X increase in high value sales leads and with two-thirds of customers buying from marketing influenced programs.
Previously, Dana was CMO of The Thomson Corporation’s (now Thomson Reuters) $2B Learning Division. While at Thomson, she led the company-wide marketing effort for a very successful IPO. Through internal and external research and building executive consent she was able to develop and execute a pre-IPO plan which included re-branding the company and a new communications strategy to build brand recognition with influencers and prospects.
For over 10 years, Dana held numerous management and executive roles at IBM, including Director of Corporate Brand Strategy. In that role she developed and lead the IBM brand strategy and brand intent, acquisition branding, trademark licensing, co-branding, naming and new emerging brand opportunities. Her efforts led to the start of a shift in the IBM brand perception towards a more nimble, modern, and people-oriented company that served SMB as well as Fortune 500 companies.
In many of Dana’s roles she repositioned or launched new products, services and programs. She believes that trust, respect and open communications, along with deep customer and market insight, is the foundation of how she has been able to solve problems, improve creativity, ensure accountability and ultimately improve ROI.
Dana also is a Commissioner on the Jamestown, Rhode Island Planning Commission.
"Dana has true commitment & dedication. The speed of her 'getting feet under the table' or in other words; time to value = instant."
Mark Van Leeuwen, CEO, VOGSY
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