Emily Robertson-Yeingst

Emily Robertson-Yeingst

Senior Marketing & Product Professional

Greater Denver Area
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Summary

18 years of experience leading domestic and international marketing, sales, and product initiatives.Extensive knowledge of marketing and sales strategies for high-tech, software and biotechnology market segments.Master’s Degree in Business Administration (MBA).Passionate about supporting stellar products and services within a global, dynamic and fast-paced environment.Equally adept at strategy and execution.Well-versed in market research and competitive analysis techniques, with extensive knowledge of Pragmatic Marketing principles, new product development, product launch planning, positioning and messaging.Excellent writer and presenter.Devoted to customer service.Innovative and creative.Passionate about streamlining processes and creating outstanding sales enablement and customer-facing content.Exceedingly persuasive and articulate in both the written and spoken word.Experienced in all aspects of product marketing, corporate communications and public relations.

Experience

2017 Aug - 2018 May
Product Marketing Lead
Vitac / Greenwood Village, CO
  • Create and develop the Product Marketing department within the organization while achieving all revenue and product launch goals.
  • Own the organization’s product strategy, messaging and positioning which serves as a foundation for all other products, solutions and portfolio messages.Develop product messaging which differentiates new products from others in the market.Effectively communicate the value of new products to the sales team and develop sales tools that facilitate the selling process.
  • Demonstrate value- and trust-based product development and selling skills with a deep understanding of the customer’s needs while working in collaboration with Project Management Office and the Development Organization.
  • Translate product features into value for customers, driving the creation of key messages and stories around products and platforms to support decision makers and users.
  • Create marketing initiatives and go-to-market plans which drive client awareness of organization’s current and newly created offerings.Conduct win/loss analyses to further fine tune messaging, marketing and sales enablement strategies.
  • Drive the development of product positioning and messaging and ensure alignment across all collateral, tools, and content so as to allow sales, partners and field marketing to build pipelines.
  • Serve as spokesperson and provide content for interactions with media and analyst communities and drive thought leadership activities including articles, whitepapers, blogs, videos, customer reference and story development, speaking engagements and involvement with key 3rd party organizations.
  • Identify existing and emerging technology and industry trends and articulate organization’s position regarding these trends and issues.
  • Analyze sales data to determine product opportunities, product futures and product enhancements and bring these to life.
  • Create go-to-market plans and launch new products, integrations, product enhancements and APIs with fully supported internal and external documentation, web content and marketing assets.
  • Develop and maintain relationships with influential thought leaders, consultants and partners to support awareness activities.
  • Identify acquisition opportunities, partnership possibilities and build partnership program and product platforms to deliver a rich, user-friendly client experience while achieving revenue growth for the organization.
  • Maintain a thorough understanding of the industry including trends, business processes, financial measures, performance indicators and key competitors while transitioning the organization from a B2B sales model to an innovative B2C model.
2015 Mar - 2017 Aug
Director of Marketing and Corporate Communications
LABS, Inc. / Centennial, CO
  • Define, execute and measure the success of comprehensive marketing, communications and public relations strategies and programs aimed at enhancing the organization’s image and position within the marketplace and the general public.
  • Facilitate all organization-wide internal and external communications including all organizational marketing, communications and public relations activities and materials such as publications, media relations, acquisition of new clients and retention of current clients.
  • Manage social media presence and direct programs to improve social media reputation and recognition.
  • Ensure articulation of organization’s desired image and position, assure consistent communication of image and position throughout the organization, and assure communication of image and position to all stakeholders, both internal and external.
  • Develop short and long-term plans and budgets for the marketing/communications/public relations program and its activities, monitor progress, assure adherence and evaluate performance.
  • Initiate and drive demand generation, lead nurturing and marketing automation campaigns as part of a cross-channel marketing strategy.
  • Coordinate the appearance of all organization print and electronic materials such as letterhead, use of logo, brochures, website, and other audio/visual and printed media while ensuring brand compliance through all marketing vehicles.
  • Provide counsel to Executive Leadership Team and satellite labs on marketing, communications and public relations.
  • Forecast hiring needs for the department then recruit, train, appraise, supervise, support, develop, promote and guide staff in such a way as to create a climate which attracts, retains and motivates top performing personnel.
  • Direct and lead crisis communications, issues management and emergency response and serve as organization’s spokesperson as needed.
  • Implement and leverage CRM and Marketing Automation solutions (such as Salesforce, Marketo and Pardot) and roll out to entire sales force, marketing group and executive suite for use in B2B buy cycle marketing, audience definition and segmentation techniques, sales enablement, customer acquisition and retention strategies.
  • Achieve marketing/communications/public relations mission, goals and financial objectives while building compelling marketing content and sales enablement tools to increase awareness of organization’s value proposition, drive brand awareness and create and develop thought leadership.
  • Utilize marketing technology to understand: web traffic sources, unique visitors, user paths, funnels, conversions and other online metrics/analytics in support of both online and offline campaigns.
2011 Apr - 2012 Jul
PRINCIPAL PRODUCT MARKETING MANAGER
SAS Institute / Greenwood Village, CO
  • Create global positioning and product marketing plans while executing on customer acquisition and retention strategies in a variety of Enterprise Cloud and Software-as-a-Service (SaaS) marketspaces such as Data Integration and Business Intelligence and verticals, such as Financial Services and Retail.
  • Create, direct and support internal and external product launch plans while supplying all necessary marketing collateral (web, print, digital etc.) and customer-facing content.
  • Develop market message evolution while creating Statements of Position, FAQs, Executive Talking Points, presentations and all other sales enablement tools.
  • Create market awareness for organization through thought-leadership activities including articles, whitepapers, speaking engagements and involvement with key 3rd party organizations.
  • Position organization’s capabilities for the general market, specific markets and/or applicable buyers (including responses to competitive announcements and media coverage).
  • Keep abreast of and document specific industry, product, market and competitive dynamics/trends to support outbound marketing efforts.
  • Serve as spokesperson and/or provide content for interactions with press, analyst communities and customers especially during win/loss analyses.
  • Provide market driven input for future product and marketing direction by working directly with industry analysts, consultants, customers, prospects and thought leaders.
  • Own the complete product cycle from conception to pricing, release and ROI measurement by collaborating with sales, field marketing, engineering, project managers, support teams etc.
  • Research market requirements and competitor offerings to ensure strong differentiation and market leadership while driving innovation and change.Analyze resulting data so as to interpret and synthesize product recommendations.
2005 Jun - 2011 Apr
Senior Market Research Analyst
SAS Institute / Greenwood Village, CO
  • Analyze assigned Enterprise Cloud and Software-as-a-Service (SaaS) marketspace and vertical categories using various methodologies and sound research techniques and work within Product Marketing and Field Marketing divisions to develop appropriate recommendations and plans of action.
  • Identify and interpret key market, customers and competitor analysis data points in order to provide recommendations for business decisions affecting marketing, sales, product management and research and development.
  • Research, analyze and develop recommendations on existing and new market areas, the competitive environment, and future technology trends.
  • Determine and build product differentiation messages and competitive positioning. Deliver competitive sales tools to support inside and field sales teams.
  • Support Analyst Relations activities and the overall Analyst Relations program for assigned marketspaces and product areas.
  • Provide information basis for marketing and sales planning; publish updates on market conditions to track company progress in specialized market niches or product technology disciplines.
  • Conduct sophisticated analysis of research findings and employ high-level assessment techniques to determine best courses of action.
  • Play key role in the business planning process for existing and new and emerging products by preparing market and competitive assessments.
  • Use wide-ranging experience, professional concepts and company objectives to resolve complex issues in creative and effective ways.
  • Analyze complex issues/situations/data using in-depth evaluation of variable factors.
  • Support Product Marketing and Product Management from a competitive perspective by providing Strengths, Weaknesses, Opportunities, and Threats (SWOT) analyses comparing company products and competitors’ products.
  • Build strategic working relationships with key contacts inside and outside area(s) of expertise so at to conduct primary and secondary research in order to set product and departmental direction.
  • Prioritize and manage multiple projects in all stages of completion for a wide array of direct and dotted line reporting relationships.
2002 Jul - 2005 Jun
Marketing Strategist and Solution Manager
SAS Institute / Greenwood Village, CO
  • Conduct research on potential software solution concepts in assigned marketspaces such as Cloud-based offerings and Healthcare Services via primary research methods aimed at customers, potential customers, and key internal constituents in all areas of the marketing, product management and sales organizations.
  • Drive and support regional marketing programs, detailed planning, proactive communication, and flawlessly delivered marketing experiences in support of sales objectives.
  • Continually review market trends, analyst research, governmental legislation both domestic and abroad, and other issues as needed to determine market direction.
  • Define and validate potential business opportunities and create comprehensive business cases in alignment with Pragmatic Marketing methodologies.
  • Create and implement Product Positioning Document; Deliverables Roadmap; Validation Reports; Tactical and strategic launch plans; Pricing models; Internal and external awareness activities; Alliances, partners and professional services; Training & Documentation so as to successfully bring products to market.
  • Package and launch Software Solutions by identifying and addressing missing strategy and support components for assigned marketspace while understanding and communicating new product release information to the field and industry via roadshows, newsletters, training.
  • Create and maintain an Opportunity Portfolio Scorecard and Process Solution Map using SAS software.
  • Assist in filling sales pipeline via a variety of marketing events including sales campaigns, industry speakers, lost opportunities review etc.
  • Set domestic and international marketing strategy by identifying targeted companies & industries, develop key messaging, identify industry events and speaking opportunities, modify worldwide messaging for specific geography.
  • Create and distribute sales support materials such as flash demos, internal marketing slicks, external interviews, press mentions by industry gurus, customer success stories, reference stories.
  • Develop sales methodology and documentation including incentivized programs for sales and services.
  • Increase organization’s messaging through a variety of mediums including Industry Analysts, speaking engagements, tradeshows, marketing materials, and webinars.
  • Work with Product Management to build product feedback from the field into future product releases.
2000 May - 2002 Jun
Software Sales (Account Executive and Systems Engineer)
SAS Institute / Greenwood Village, CO
  • Utilize strategic selling techniques such as Solution Selling, SPIN Selling and Miller-Heiman to customize and sell software solution and consulting packages to match account needs with company offerings.
  • Serve as a resource for team members in all aspects of territory management, policies and procedures, marketing goals and objectives, SAS software applications, hardware platforms, market trends and business and industry knowledge.
  • Set goals and objectives based on evaluation of territory potential that matches company and divisional initiatives.
  • Actively participate in sales calls and presentations; identify goals, evaluate account needs, and design appropriate demonstrations.
  • Apply knowledge of company marketing goals, objectives and trends to assess account needs while assuming responsibility for all activity in accounts and new revenue, both software and services.
  • Work with consulting staff to position service solutions and leverage sales opportunities.
  • Utilize team-building and management techniques with account executives to strategize on prospects and develop strategic sales objectives.
  • Maintain in-depth knowledge of company sales initiatives, product positioning, pricing, proposals, and models.
  • Work effectively as part of a team for complex sales involving multiple skill sets.

Education

1998 - 1999
Kutztown University of Pennsylvania
MBA

Skills