Results-driven marketing & sales technologist with a proven track record of developing & executing transformational customer acquisition & successful product development & marketing programs for B2C & B2B focused startups & large companies, that result in increased revenue, strong brand position & measurable results.

EXPERTISE

#Human Behavior #Marketing Data #Actionable Strategies

#Growth Hacking    #Behavioral Analysis    #Story Telling

#Demand Generation    #Marketing Automation    #Content Marketing

#PPC/SEM/SEO Performance    #Website Planning & Launch

#Brand Strategy    #Company Messaging

#Public & Investor Relations    #Product Launches

#Social Media Strategy    #Marketing Team Motivator

#Setting & Exceeding KPIs    #ROI & Budget Tracking

#Partner Relationship Building    #Customer Experience

#Highly Creative    #Persona Creation   #Data Driven Marketing

#Algorithm Development  #Human Behavior Analysis #Go To Market Strategy

 

 

 

VISVA, Cupertino, CA    

Chief Marketing Officer (CMO)
1/2016 – 2/2019

 

 VISVA is an artificial intelligence platform for content creation and posting, that learns from how users interact with content (stories, images, videos) and based upon those interactions, provides them with content they're interested in (Cloud-based, Mobile Apps).

 

  • Led all digital marketing initiatives including search engine optimization, social media marketing, content marketing, email marketing, campaign landing page development, retargeting & marketing automation

  • Drove quantitative and qualitative market research in order to get a clear understanding of customer needs

  • Deciphered backend technology into coherent messaging and marketing programs that were easy for the target
    market to understand

  • Mapped user journey for UX & UI development & drove consumer engagement through target personas through psychological principles of human behavior, focusing on developing deeper connections between like-minded users

  • Creation of algorithms that motivated consumer response to video, infographics, blog & visual content

  • Developed product opportunity toward user growth & revenue

  • Created a messaging strategy & go to market plan focused on high & consistent growth

  • Implemented short- & long-term public relations plan focused on thought leadership & first to market blog posts

  • Assessed & implemented a sustainable & predictable growth strategy which focused on 200 - 300 % YOY growth

  • Reviewed market trends & competitors & created a growth hacking strategy

  • Executed social media strategy to build partnerships, engage content producers & influencers (CBS, Fox, Amazon)

 

Seeing Machines, Mountain View, CA 

Vice President/Marketing Consultant
1/2015 – 1/2016

 

Seeing Machines is a driver monitoring system (SaaS, Hardware) that uses artificial intelligence to better understand humans. The technology is used by fleets, airlines, railroads and auto manufacturers.     

 

  • Defined & implemented marketing automation system that generated 25K+ leads - converted 2K+ to highly qualified leads within 90 days​

  • Developed public relations strategy resulting in high-profile coverage: CBS This Morning, Gartner Cool Vendor, Henry Ford’s Innovation Show, Frost & Sullivan & Transport Topics, increasing lead generation by 283%

  • Produced marketing communication strategies  - customer persona, website, direct, email, advertising, mobile, social media, leading to 325% increase in web page traffic & social connectivity

  • Directed & mentored world-wide marketing team; creating strong engagement between marketing, sales & executive management

  • Executed strategies that addressed brand awareness, product positioning & market segmentation, increasing market share & driving growth for logistic solution

  • Created a consistent content stream of new product offering blog postings, explainer videos, presentations, emails & interviews, resulting in response rates moving from 2.4% to 17.39% in 30 days

 

hopTo, Campbell, CA

Vice President Marketing
7/2013 – 12/2014

 

hopTo is virtualization and cloud computing software that allows any industry to instantly transform their legacy applications to mobile devices. 

 

  • Drove downloads to 75k per month for a mobile productivity app, with 26.86% being organic 

  • Continually tracked & reported on the effectiveness of all demand generation efforts, reviewing campaign performance, traffic, conversion & ROI, social interactions went from 0 to around 80k per month

  • Developed brand & product positioning through competitive analysis & customer segmentation, resulting in driving average download to registration rates from 62.02% to 77.43% each month

  • Performed competitive positioning & analysis (SMB, B2B, B2C)

  • Managed presence on websites, social media outlets & app stores

  • Created, executed & optimized mobile marketing & sales campaigns through marketing automation (Salesforce, Marketo, Act-On, Mail Chimp), resulting in a 623% increase in customer response engagements after the first month

  • Worked cross-functionally to execute app launch from trial to revenue

  • Created product & solution marketing content including product overviews, white-papers, videos, sales demos, presentations, customer case studies


Vision Service Plan (VSP), Rancho Cordova, CA

Consulting Marketing Director
2/2013 – 9/2013

 

VSP/Eyefinity is a desktop and cloud-based EHR, Practice Management and physician claim platform for those in the medical industry.

 

  • Oversaw efforts to identify target markets, developing focused marketing programs & product launches that increased business by 300%

  • Architected, designed & wrote company website to increase traffic by 71.97% in 30 days, increasing average time on a page from .15 to 1.30 

  • Created & implemented strategy & demand for Cloud/SaaS-based electronic health records (EHR) targeted at doctors & medical offices 

  • Provided leadership, vision & direction to marketing team by developing, communicating & implementing key marketing strategies & motivated team to focus on improving customer satisfaction & revenue

  • Created comprehensive marketing & communication plans & oversaw the execution of the strategies

  • Establish field marketing team to support content needs in SalesForce, with a goal of decreasing the sales cycle from 3 months to 1 month


Dell PocketCloud, San Jose, CA  

Segment Marketing Senior Consultant
3/2011 – 7/2013

 

Dell is a Fortune 500 company that builds cloud-based, hardware and IT support solutions for B2B and B2C markets.

 

  • Managed mobile marketing strategy development & implementation, testing, measurement & optimizing all campaigns channel resulting in over 5 million downloads in one year

  • Average user YOY growth for paying users 65.69%, with 85.73% retention 

  • Managed behavioral changes of premium/subscription/freemium services & improved Lifetime Value (LTV)

  • Innovated effective mobile & cloud app demand marketing, AdWords placements & social media strategies, driving revenue gains from new/current users who gained awareness of the app on the App Store, GooglePlay, Facebook, Twitter, YouTube or email marketing

  • Authored & implemented a customer-focused approach to content creation, brand positioning, messaging & strategy, successfully positioning the company as a market leader

  • Created a thought leadership strategy to drive SaaS product & app demand

  • Created & managed design concepts to better communicate brand value

  • Leveraged competitive intelligence & marketplace trends to provide leadership on product strategy path for PocketCloud 

 

Convoke Systems, San Francisco, CA

Vice President Marketing
8/2007 – 12/2010

 

Convoke is a cloud-based set of applications for buying/selling debt and securely exchanging data and documents for the financial services industry (Bank of America, Citibank).

 

  • Performed financial services market analysis, developed strategy, created target customer list & product development & implementation objectives for $600 billion markets (Bank of American, Citibank, Synchrony, Discover)

  • Successfully established key marketing & sales relationship with Experian, Equifax & partners to resell & integrate credit card debt management, buying/selling & management solution 

  • Positioned the company as a powerful strategic business ally, building a positive reputation with the Federal Trade Commission (FTC), financial services leaders & debt recovery industry 

  • Implemented marketing strategies & business development plans focused on buying & selling of credit card charge-off debt

  • Co-managed product development, direction & implementation strategy

  • Created venture capital funding presentations

  • Executed against KPIs including increased product engagement, retention & revenue goals

EDUCATION

 

Emerson College

Boston, MA

B.S., Marketing & Public Relations (1991)

 

Saint Mary’s College

Moraga, CA

M.A., Psychology & Counseling (2011)

 

Arizona State University

Tempe, AZ

Doctor of Behavioral Health (Currently Completing - 2021)

© Troy Mickle

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