Jill Delaney Racine

• Managed $3M+ budgets and 12 marketing professionals, optimizing creative resources, integrating MarTech tools, and ensuring brand consistency across channels. • Oversees thought leadership and content marketing strategy that strengthens brand authority and inspires various audiences from internal associates to media to prospects and customers • Implemented Asana project management system, reducing meetings by 10 hours/week and improving project delivery speed by 54% month-over-month. • Leads the development and execution of Batesville's brand strategy and digital marketing initiatives, enhancing market presence. • Launched a new Digital Asset Management (DAM) system with over 15k+ assets, streamlining content accessibility and improving team efficiency. • Built and led an internal creative and digital team while effectively collaborating with external agencies to drive innovative, demand and revenue generating campaigns.

• Led overall direction, budget, vision, and strategic plan for our digital marketing and technology stack • Built, hired, managed and coached high-performing global digital marketing team as well as external agency partners • Implemented and led first AI cohert and AI chatbot implementation • Drove full usability, training and efficiency measurement of our Martech stack • Implemented full suite of Salesforce Marketing Cloud tools (SFMC, Data Cloud/CDP, Interaction Studio, Mobile Studio, Ad Studio) • Designed and launched 4 global e-commerce sites on AEM, generating $125M in first-year revenue, improving brand equity and increasing online market share from 12% to 56%. • Oversee and manage ecommerce platforms and full connectivity across customer journey • Develop the strategies and led the execution that bring to life the vision for the digital brand experience within and across the different global channel profiles • Reported marketing performance and strategies to executive leadership team and board; replaced manual quarterly reports with new marketing ROI tracking (Power BI dashboards & real-time insights) to strengthen marketing operations and governance. • Managed and executed the change / release process for marketing and other organization stakeholders across our consumer sites • Proficiency in SEO to maintain global leader in SEO market share in the mobility industry (Grew market share by 56%) • Built strategy and execution of influencer marketing program, securing 400K+ social engagements in the first month and generating qualified leads through data-driven marketing campaigns. • Oversaw strategy and execution of global, multi-channel digital paid media advertising strategy driving customer engagement and market penetration, netting 49K MQLs, 1,753 sales and a 42% increase in qualified digital leads YoY

• Led global digital marketing team and built the global digital marketing strategy • Created an online cross-reference tool to serve 1,500+ dealers, reducing call times by 25% and improving ordering accuracy. • Led rebranding of 3 door hardware brands to one cohesive brand in the market, strengthening brand equity and strategic leadership across retail marketing channels. • Redeveloped BEST Access website, increasing site traffic by 250% and viable leads by 67%. • Established KPIs and analytics framework to measure campaign effectiveness and conversion

Lead Brand & Marketing Communications Team • Managed brand identity, corporate communications, and creative campaigns across the Americas, directing a 20-person team with full P&L oversight. • Founded Brand Ambassador Program for 16 leaders, boosting internal culture and brand pride across regions • Developed PR, internal communications and thought leadership strategy • Launched the Discovery Center showroom and digital tour platform, attracting 3,000+ visitors in 2 months. • Launched 35+ new products with demand generation campaigns delivering over 1,800 leads • Led internal communications strategy, including a podcast with 800+ listeners and live-stream events to engage 16K+ associates. Lead Digitalization Projects • Launched timeforaswitch.com website and Switch Tech • Launch cross-reference tool – dkcrossreference.com • Launched the AS AMER Discovery Center virtual tour site – discoverdormakaba.com • Launched new landing pages in AS AMER • Oversaw the team that sent 2.5 million internal and external emails in 2020 to customers, prospects and employees with a consistent open rate average of 26% and click thru rate of 4% Led the Design of the new AS AMER Discovery Center • Oversaw the design of the new showroom in the Indianapolis office • Created the marketing campaign to promote the new showroom • Lead the team for the grand opening in February 2021

• Partnered with product management, sales, and engineering to align offerings with customer needs, conducting VOC research to inform product roadmaps and marketing initiatives, and develop detailed buyer personas, and customer journey maps • Utilize voice of customer (VOC) research to develop customer-centric benefits, messaging and value propositions • Developed strategic positioning and impactful content for vertical based on industry knowledge, market assessment and understanding of customer dynamics • Engaged with vertical sales team to support their efforts to achieve sales growth, provide resources including playbooks, presentations, collateral and other content • Developed and implemented innovative go-to-market plans for increased new market penetration and product adoption • Created the Premier Access Club incentive program to recognize top-performing sales reps, improving close rates by 15% and accelerating deal velocity. • Create demand creation strategy and launched 12 new products with integrated B2B and B2C marketing campaigns, including PR, events, point-of-sale displays, digital ads, and collateral, generating $8M in new sales. • Cultivated a one solution mentality and drive full customer, cross-cluster solutions over individual product transactions • Analyzed marketing program results and leverage Salesforce analytics to grow adoption of product in vertical market

- Built brand strategy for new start-up SaaS company including buyer personas and product messaging - Developed and executed digital marketing strategies, including PPC ads, website optimization, initial brand strategy and analytics tools, leading to significant traffic growth and brand visibility. - Built and optimized pay-per-click (PPC) online display ads by 100% MoM - Launched social media platforms and marketing tools for analytic measurement - Developed and launched company website : andcostello.com - Increased inbound website traffic by 240% per month through targeted campaigns, strategic content creation, and analytics-driven optimization. - Implemented marketing tools for measuring and reporting (Google Analytics, MailChimp, Moz, DemandJump) - Created podcast media blitz to land 16 speaking opportunities

- Revamped and launched new website - Implemented Pardot marketing automation tool to increase new sales and customer engagement - Sales grew 14% in 5 months - User engagement improved by 32% in 5 months - Developed digital and content marketing strategy to increase inbound traffic and demand generation - Created infographics, ebooks, videos, emails, articles and collateral - Built and optimized landing pages to drive traffic to events - Measure, analyze and report performance of campaigns in regards to ROI and KPIs

- Led digital marketing for 12 North American brands post-Tyco's merger with Johnson Controls, guiding a marketing team and agency partners to oversee CRM, marketing automation, website optimization, and lead generation. - Created innovative digital marketing programs to drive awareness and sales - Write and manage website content to attract new customers, answer current customer questions, inform end-users, potential end-users and keep industry analysts coming back - Effectively communicated and worked with partner companies on collaborative marketing - Developed key product messaging to differentiate new products for all target audiences - Coordinated with Product Management to successfully launch new products and market to target audience - Content creator: presentations, case studies, videos, Prezis, infographics, press releases, content articles, ebooks - Conducted Voice of Customer and win/loss analysis research and present to senior leadership - Designed and launched an integration search tool for IP camera partners, attracting 65K+ new visitors and generating 240+ qualified leads. - Partnered with sales to develop opportunity management processes, lead scoring, and automation workflows to shorten sales cycles. - Led a digital transformation to implement multiple platforms including Salesforce CRM and Pardot, creating a unified center of excellence for marketing automation and lead management. - Proficient experience using Pardot, Hubspot, WordPress, Hootsuite, gShift, Photoshop, Illustrator, InDesign, SalesForce, Sugar CRM and more

- Directed B2B and B2C marketing communications for security reseller and dealer channels, coordinating promotional efforts across advertising, events, media relations, and digital channels. - Designed and executed a digital marketing plan that increased annual MQL volume from 13K to 135K+ in two years, generating $12M in new business. - Created a reseller loyalty program with tiered incentives, producing $15M in sales from elite dealers and generating 1,500+ end-user leads in six months. - Implemented the company's first brand sentiment/NPS survey, improving scores from 36 to 54 within one year and informing brand activation plans

- Joined as early marketing hire for a high-growth video management software startup, leading product marketing, events, partner programs, and content strategy during a rapid expansion period. - Piloted integrated marketing campaigns, webinars, trade show strategy, and content creation, contributing to revenue growth from $35M to $150M. - Built the company's first library of case studies and customer testimonials, resulting in 24 industry publication placements and increased brand credibility. - Served in a key role during tenure, positioning the company for acquisition by Tyco International in 2013, and led marketing through the acquisition transition.

Manages the communications department, including 5 committees and more than 50 volunteers Develops and implements the communications plan and all marketing strategies Oversees and executes all social media initiatives and campaigns Created a social media best practices guide for association Launched successful LinkedIn & Facebook event campaign Launched YouTube marketing efforts Develops an integrated media/advertising plan and places advertising in all mediums including: Online advertising Print advertising Mobile advertising Analysis of new and current markets for advertising Extensively measures advertising and reports to Board of Directors Writes, designs and proofs magazine, media kits, marketing collateral, direct mailers Writes and distributes public relations pieces and articles Manages content and design of e-communications and the web site Launched a new website Increased traffic to the web site by 2,500 visits per month Tracks website reports through Google Analytics Establishes and maintains new and existing relationships with members, media partners, reporters, associations, regulators and all publics Oversees the department budget Reduced expenses by 30% Coordinates and markets special events Expanded attendance by 45% over previous years Developed a new event mobile app Increased sponsorship opportunities & revenue by $100,000 Develops and oversees registration system for events Monitors media and publicity and generate reports on all marketing initiatives success Implements the brand strategy that deploys consistent messages to all target audiences

- Transitioned the company from fax/direct mail to digital marketing, generating $75K in revenue via e-newsletter campaigns and interactive online tools. - Planned, wrote and designed all brochures and case studies - Organized sales meetings, conferences, events and presentations - Coordinated public relations and advertising plan and activities for all product lines

Developed, wrote and edited a variety of communications pieces Managed a proactive media relations program through implemented marketing campaigns for targeted prospects and industries Planned media tours and conducted media coaching for top executives

: AD/PR and News/Editorial with Business