Resumes and even LinkedIn only go so far in telling a story about one's professional highlights - so I put together a personal "sales deck" outlining two recent case studies showcasing job snapshots where I led corporate marketing departments. Both engagements were interim (1-2 years) jobs where we accomplished a lot with limited resources.

1. Dana Todd
CMO AND DIGITAL MARKETING LEADER
CASE STUDIES AND BACKGROUNDER

2. “I knock down walls,
create brand belief
systems and design
performance plans
that deliver.”
CMO, former journalist, internet pioneer and
entrepreneur, speaker, thought leader, executive
with vision and execution chops

3. Major Skills Overview
 Strategic thinker, creative in execution
 Charismatic leader and manager
 Management style is “participative” but with high level of
performance and excellence expectations
 Integrated marketing approach, deep expertise in digital
 Proven skills in search and performance marketing
 Excellent communicator and public speaker
 Diverse background: agency, startup and corporate
Ringing the NASDAQ bell on
Cyber Monday!

4. CASE STUDY: PERFORMICS
 Situation: Agency repositioning from “just a search agency” to full service performance digital. In 2011,
launched 18 global offices. Limited marketing during the prior 2 years had impacted brand awareness and
ability to win global RFPs, marketing team reduced from 17 to 2 employees. Sales/BD was separate group.
Very constrained marketing budget.
 Strategy:
 Rebuild sales and marketing as integrated teams, and coordinate efforts of global offices for cohesive brand and
business building
 Content-centric approach to build thought leadership reputation, press visibility and client retention
o Research & data
o Opinions & Trend forecasting
o Product innovation/reviews
 Overhaul brand and assets, new logo and look/feel
 Increase attention to digital marketing

5. Sample Tactics and Execution
 Brand strategy and positioning sessions with full executive participation and global team collaboration
 Thought leadership platform and cadence (multimedia, content, speakers, press outreach, Wall Street
investor calls, client events, CEO book launch)
 New brand change management and brand discipline including a unified global “creds deck” sales
template, rollout and training for US and global teams
 Targeted advertising investment in print and digital
 SEO & mobile-friendly website (a good SEO firm should rank well!) with regional microsites for
language and localization
 Proactive outreach to industry influencers, including Forrester Research which publishes important
“Wave” review of top tier service and technology companies

6. Website Overhaul
OLD SITE
NEW SITE & BRAND
Responsive and SEO
friendly design with
home-page “parallax”
animation,
customized CMS with
microsite
management
capability for each
office, language
support

7. Sample slides from sales deck

8. Business Outcomes
 New site immediately jumped to #4 position for “search marketing agency”
 Invited and competed in 12 major RFPs during my tenure, including 3 multi-office global
pitches
 Rated in top 4 “Leaders” in Forrester Wave 2012 review of billion-dollar search agencies
 Press and speaker opportunities increased exponentially, built an expanded speaker and
author bench from within staff
 Earned over 318 million non-paid PR impressions through press pickups (2012)
 30+ speaking engagements (2012)
 CEO Daina Middleton featured on “Closing Bell” financial news TV program

9. Sample Global Press Coverage
9

10. CASE STUDY: Aftermath Services
 Aftermath, a national biohazard clean-up company, was in transition and crisis: multiple
negative PR incidents, serious Google SEO penalties and competitive fragmented
marketplace. A series of acquisitions and capital-raising events created additional complexity
and demands. Revenue dependency on third party payers and law enforcement influencers,
but we had limited ability to market to consumers (this is a crisis decision in most cases).
 Brand strategy:
 Focus on primary Aftermath brand as national breadwinner brand, minimize acquired brands over
time except in limited regional areas or digital lead-gen
 Position Aftermath as scientific expert and innovative market leader, but emphasize compassion and
humanity of company and employees
o New tagline: “The Biohazard People”
o Sophisticated but accessible treatment of all visual assets, create a personal face to biohazard through local
outreach
 Diversify revenue streams to include more commercial and non-consumer sales, move away from
dependence on “crime scene cleanup”

11. Sample Tactics and Execution
 Proactive PR and content marketing strategy to build thought leadership reputation and SEO
assets
 Total revamp of website, collateral and trade show materials
o Site SEO focused on building local office visibility using white-hat SEO methods
o Community/trade “safety” campaign including workplace break room poster
 Direct mail database cleanup, A/B testing & segmentation on mail drops
o Instituted “on demand” online forms for police and funeral homes to re-order free consumer handout materials
o Keep up the old school methods: promotional magnets were #1 driver
 Increased investment in digital advertising and SEM
 Establish better tracking and data collection, connect to CRM and call center
 Re-establish industry visibility via 20+ trade shows and events
 Build and roll out national field marketing program to leverage local service technicians
 Leveraged PR agency, PPC agency and freelance writers to extend team

12. OLD BRAND
FRESH NEW LOOK

13. Collateral for print & field marketing -
“Local Service, National Guarantee”
emphasizes brand differentiator: only
national company (trust, scale) but with
local service people (speed to situation,
local business /community member)
Trade and consumer PR help to
push down negative SEO
results, drive awareness and build
brand as thought leader
Trade campaigns emphasize
safety

14. Integration at Work
14
This infographic posted on
social sites resulted in
feature article on
PoliceOne, a top site that
reaches 300k officers/mo,
and earned inbound link
for SEO. The infographic
was also used in print
materials and in emails
sent to police officers.

15. Business Outcomes
 Stabilized market leadership, increased inbound leads 5% Y/Y
 Fine tuned PPC campaigns to yield triple-digit ROAS every month
 Personally got SEO penalties removed; new site ranks 1st page in Google
for over 100 priority national terms, and dominates local
 Significant press coverage: http://www.aftermath.com/news/
 Field marketing program assisted in reducing field staff turnover through
leadership and income opportunities
 Crisis PR handling minimized TV and digital reputation damage, averted
new negatives
 Received hundreds of online collateral requests from police and funeral
homes (referral partners), serving to create engagement, tracking and
efficiency in print campaigns

16. Contact me to
help YOUR
organization!
DANA.TODD@GMAIL.COM
TWITTER: @DANATODD