Nicole Rose Balsamo

Turned a baking hobby into a viral cookie side hustle. Head of Marketing by day, Head Baker by night (and weekend!)

Consulting for VC-backed start-ups + local SMBs across all sub-functions of marketing from product marketing, demand gen, field marketing, content marketing, lifecycle marketing, performance marketing, and general MarOps.

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Formation is a seed stage AI-powered EdTech company that works with individuals and companies to upskill and train experienced engineers looking to join top-tier tech companies. • Promoted within 1 year from Head of Product Marketing to Head of Growth — promotion resulted in leading both the marketing and sales team and managing a team of 5 FTEs and contractors • Launched a new pricing model based on user interviews and feedback that helped double close rate and reduce cost objections by 33%, all while increasing LTV • Overhauled sales process and rebuilt it, doubling full-funnel conversion rate (from 7.7% on average to 15% on average) and doubling quarterly revenue (from $250K on average to $550K on average) • Optimized team structure and budget, ultimately leading to a 23% reduction in cost per SQL and a 58% reduction in CAC. This included deprioritizing low performing channels and launching or refocuing efforts on high performing channels (like content marketing, partnerships, and PR)

• Developed foundational go-to-market strategy, including: customer personas, positioning framework, messaging, and a competitive differentiation matrix, driving clear market alignment • Redesigned and relaunched marketing site with refreshed messaging, SEO strategy, and case studies, leading to a 65% increase in website traffic and a 36% increase in qualified lead generation • Launched the company's first recurring revenue model which now comprises of nearly 40% of revenue

Rabbu is a short-term rental platform that helps investors find, analyze, and acquire short-term rental portfolios. • Developed and scaled Marketing org including both strategizing and executing on: building a PLG-focused website, standing up a content marketing and SEO strategy, overhauling performance marketing and paid ad strategy, forging strategic industry relationships and partnerships, and starting a successful podcast and webinar strategy • Reduced CAC payback time by 50%, from 14 months to 7 months, through strategic budget reallocation and re-prioritization • Promoted within 10 months following an organization-wide layoff, resulting in absorbing and leading the entire Marketing org and all growth-related responsibilities in midst of a company-wide business model shift to a freemium + advertising business model

• First Marketing hire (Series A) — spearheaded efforts to define messaging and positioning, refresh brand guidelines, develop personas, construct a pricing model, stand up a process to intake customer feedback, and put in systems to strategize and launch products and features • Project-managed and executed over 20 product launches, resulting in growing user base by 11% month-over-month in a highly competitive industry • Strategically hired and managed team of contractors (prior to the company re-org) to bolster SEO and paid ad strategy

As a Management Consultant within the Marketing Consulting practice of KPMG, I had the opportunity to assist on client engagements and lead business development and marketing strategy for the practice. • Implemented Salesforce Marketing Cloud throughout entire organization of top professional services firm, specifically focused on lead capture, automated lead scoring, and SQL data management / marketing automation functionalities to best equip and up-skill client upon implementation completion, resulting in increased lead generation productivity and MQLs • Served as full-cycle Product Manager & Product Marketing Manager for MarTech implementation by owning and executing on user interviews, requirement gathering, ticket creation and communication with development team, QA & UAT, and ultimately training, education, and product adoption, and change management with end-users • Managed work stream of a 12-month long, $1.5 million Agile project, including: leading daily scrum calls, managing team of off-shore developers, and maintaining C-level client relationships • Led social media marketing efforts for Marketing Consulting practice by collaboratively working with key stakeholders to construct a social calendar based on business priorities in alignment with the general campaign calendar, write post copy, design creative, then educate team members through internal marketing to promote engagement and sharing from within team, leading to higher impressions, engagement, and brand recognition on social media • Assisted launch of two new service offerings, Marketing Cloud & ESG, within the Marketing Consulting practice by strategically creating business development and sales enablement materials to assist in go-to-market strategy and activities for the aforementioned services, leading to higher brand recognition in marketplace, more cross-selling opportunities internally, and differentiated service lines from competitors