Orson K.

I managed the digital marketing campaigns for Align’s different business groups. This included overseeing the entire database of customers, and creating the strategy behind engaging them and funneling them into the sales and marketing pipeline. • In order to scale Align’s communications to customers, I was part of the core group to develop the framework of marketing digital automation within our organization. This was accomplished by integrating Salesforce and Pardot into our business processes and formalizing it across our internal teams. • To increase the number of product buys, I set up nurture and engagement programs for our prospects and customers over the entire buying cycle. This also gave the company better data on our customers for our sales teams to target. • I supported the launch of the organization’s email campaigns and helped to develop templates and landing pages that would allow the different channels to begin their own initiatives. I also trained the superusers on how to utilize the platform. • Wanting to improve new customer retention rates and encourage increased usage for existing customers, I started the company’s webinar program that provided certification and education for them. I grew the company’s webinar classes from 3 a year, to around 40. • Looking to encourage customer loyalty and build on the organization’s NPS scores, I oversaw Align’s Loyalty program. This includes both the building in of program benefits, and how to serve those benefits to customers. Membership grew by 35% YoY for 3 years as a result.

I developed and executed the channel marketing and marketing communications strategy for the entire US and Latin American region. This included our consumer and Enterprise product lines. • To fight for market share in a highly competitive industry, I created and initiated the marketing programs for our distributor, retailer, and e-tailer accounts to support $30M sales in 2014. • In collaboration with our Sales managers, I developed a reseller program to bring in new business accounts. The program resulted in $600,000 in new business revenue in one year. • Looking to get the most exposure and mind-share for our brand, I designed the majority of the advertising and collateral for North America. The designs were subsequently incorporated across the other regions, and displayed in online ads, landing pages, and brand stores. • For a new product launch, I carried out a media campaign which generated over 35 articles and reviews. In addition to media engagement, I extended our presence through tradeshow participation and road shows. In one such tradeshow, our product won Best of Show for Most Innovative Product.

As OCZ sought to maximize ROI on its advertising spend, I designed and measured the effectiveness of online and print ads. I also collaborated with the Sales Department on funneling the ads with price promotions and deals to increase sell-through and conversion rates. • Under the focus of increasing market share, I created online ads that ran on 20+ publisher websites that lead to specialized buy pages. In many instances, I increased sales revenue by over 100% during the time of promotion for spotlight products. • With the company goal of ROI in mind, I led changes to reduce media purchase cost and significantly increased the effectiveness of our banners, tripling click-through rates on average. • In an organization with up to 500 employees, I was awarded most valuable employee across all departments in a quarter.

My first job straight from college, I received valuable experience in marketing within a start-up environment. Due to the small nature of the company, I was the only marketing personnel employed there. • Since cash flow was paramount in a small business environment, I budgeted all marketing programs and expenses. I also provided recommendations on pricing targets for our products and services. • As the number of client and supplier accounts grew, I took on some accounts and was able to increase revenue by 35% for nearly the majority. One of my proudest moments came when one of my accounts became the largest within the organization and generated $80,000 additional revenue for one quarter. • I wrote all the marketing copy and content and became the source of contact for all our international accounts in Asia.