Ed Locher
Vice President Marketing
Summary
Visionary leader expert at building high performing marketing teams that deliver revenue growth and efficiency gains for public, private, and PE-backed companies. Extensive experience generating and quantifying marketing's contribution to the revenue pipeline for companies with combined sales in excess of $1.8B. I integrate the people, processes, and technology that transform good departments into great ones to create sustainable competitive advantage.
Key Accomplishments
- Led the digital transformation of marketing for two B2B SaaS companies that delivered higher revenue growth rates by holistically integrating the people, processes, and technology across all marketing disciplines into a high-performing, integrated team creating organizational value.
- Twice created real-time performance dashboards for the first time in a company’s history that powered channel optimization activities to minimize cost per acquisition and maximize marketing ROI.
- On target to achieve 86% efficiency improvement in 2020 for marketing’s contribution to revenue.
- Refreshed the digital marketing teams, upgrading the talent and bringing multiple functions in-house resulting in 35% increase in organic traffic year over year and implement personalization at scale.
- Reduced the cost per acquisition for qualified leads by 16% ($381 to $320) and discovery meetings by 13% ($2238 to $1949) in less than a year.
- Launched ABM program collaborating with sales and sales ops to focus on top 5000 global accounts, improve conversion rates and increase average deal size to $80,000.
Experience
Vice President Demand Generation
Cherwell / Colorado Springs, CO
Recently backed by private equity, senior leadership lacked visibility and confidence in marketing’s ability to generate revenue and sought expertise in bringing accountability and transparency to the demand engine.
Benchmarked conversion percentages and cost per acquisition metrics for every stage in the funnel for the first time in the company’s history.
Established closed-loop reporting to power real-time dashboards showing weighted and unweighted pipeline, month over month comparisons, lead and opportunity volumes, and funnel stage conversion rates, by region and by channel.
Improved marketing contribution percentage from 30% to 40% in one year.
Optimized tech stack by retiring 3 obsolete/under-utilized systems, implemented 4 new platforms, sanitized 14 years of accumulated data, refreshed lead router and scoring system to increase inquiry to closed won conversion rate by 27% (.26% to .33%).
Head of Global Demand
Esri / Redlands, CA
Recruited specifically to reverse declining revenue growth rate and rebuild dysfunctional relationship between Sales and Marketing by bringing performance accountability through a transparent revenue engine for the first time in the company’s 45-year history.
- Brought accountability, transparency, and discipline to the demand function that helped reverse a decline in annual growth rates from (-2%) to (+2%).
- Directed the Corporate Brand re-launch to position the company for status as the premium provider of original, location-enabled data analytics.
- Created new reporting structures and led teams as large as 35 marketing professionals from various disciplines, eliminating silos and creating synergy between industry and demand generation teams.
- From Q1 to Q3 2017 increased click through rates by 202% and an increase in impressions by 18% with no budget increases.
- During the same period, drove a 28% decrease in cost per click, a 54% increase in the number of leads, and an 87% decrease in cost per lead.
Senior Director Corporate Marketing
DigitalGlobe / Westminster
Post-IPO company struggling with monetizing imagery archive outside of government contracts needed help developing their marketing organization, messaging, and processes to attract commercial customers.
- Led a team of 16 Corporate Marketing personnel tasked with driving new logo acquisition.
- Hand-picked by the CEO to create the Committed to Customers program, designed to increase overall customer satisfaction and NPS metrics as well as improve employee morale.
- Led the development the corporate identity and portfolio of visual assets to define the core persona for commercial customers.
- Chosen by Chief HR Officer to co-lead the “DG Experience”, a program designed to improve employee morale post combination.
- Drove a $900M brand combination between two industry leaders during the DigitalGlobe and GeoEye merger, managing all aspects of the brand combination, marketing integration, Corporate Headquarters redesign and a complete refresh of all marketing collateral and materials.
Worldwide Lead Marketing Programs
InfoPrint Solutions Company/Ricoh / Boulder, CO
Recruited to oversee the brand transition during Ricoh’s acquisition of IBM’s Printing Systems Division and to build a more robust demand generation engine.
- Managed all aspects of planning, metrics, and management reporting while adhering to a global marketing budget of $4M.
- Directed the brand integration program for Ricoh’s $725M purchase of IBM's Printing Systems division.
- Successfully rebuilt the marketing program for all advertising and lead generation activities, resulting in a savings of $400K per annum in related expenditures.
Education
University of Colorado at Boulder
MS Telecommunications / Engineering
Joint MBA/MS Telecom program at CU
University of Colorado at Boulder
MBA / Marketing, Finance
University of Colorado at Denver
MPA / Public Administration
University of Colorado at Boulder
BA / Chemistry, English Literature
Double major in Chemistry and English Literature
Skills
