This is a copy of my current professional resume
MICHAEL CUSDEN
michaelbcusden @ gmail.com | Toronto, ON
https://www.linkedin.com/in/michaelcusden/
PROFESSIONAL SUMMARY
Accomplished Marketing Director with 14+ years’ experience in B2B and SaaS industries. Known for spearheading strategic brand transformations, resulting in a 25%+ increase in sales pipeline and 40%+ organic website traffic growth. Proven track record of orchestrating cross-functional teams and achieving a 30% increase in lead generation through optimized marketing initiatives. My empathetic leadership style fosters transparent collaboration, driving coordinated efforts for sustained revenue growth and achieving company objectives.
EXPERIENCE
Freelance, Marketing Consultant, March 2023 – Present
● Develop and implement customized marketing strategies for clients, with a focus on brand messaging, establishing thought leadership, and driving content marketing initiatives to boost social media presence and establish industry authority.
WatServ, Director of Marketing, August 2021 – February 2023
● Led WatServ’s strategic brand transformation towards Cloud IT Solutions, deployed integrated marketing initiatives resulting in a significant 25% increase in the sales pipeline and elevated brand visibility in a highly competitive IT Services market.
● Orchestrated a team including a marketing specialist, operations manager, sales representative, and external agencies for PR, SEO, SEM, and copywriting, fostering transparent collaboration and driving cohesive execution of over 30 demand campaigns.
● Implemented a robust lead management system via HubSpot, incorporating lead scoring, automated nurturing, and account-based marketing that elevated MQL generation by 30%, achieved a 40% email open rate, and enhanced overall conversion by 30%.
● Accelerated organic website traffic by 40% in the first year through redesigning the company website, deployment of brand awareness campaigns, and SEO-rich content strategy, resulting in increased website engagement, and conversions for demo requests.
The Maru Group, Sr. Marketing Manager – Demand Generation, July 2016 – May 2021
● Pioneered, managed, and championed over 200 content initiatives aligned with corporate marketing targets, optimizing for lead generation and thought leadership.
● Engineered and executed processes for email marketing campaigns to a CRM database of 40K+ contacts, resulting in improved email deliverability and engagement rates.
● Optimized marketing conversion path, including paid advertising, product landing pages, SEO, SEM, and webinars, driving increased conversion rates and ROI.
● Exectuted entire social media strategy, identified trends, and delivered LinkedIn training to 15+ sales and executive teams, which enhanced social media presence and above industry average (20%) engagement for the organization.
Ingram Micro, Sr. Marketing Manager, May 2015 – January 2016
● Led the rebranding and expansion of 8 digital marketing campaigns to drive new brand development and client upselling in a SaaS cloud marketplace, contributing to increased market share of 10% and overall 20% revenue growth.
● Managed online strategy, email marketing, social media content creation, website growth initiatives, writing blog updates, and event management, optimizing each channel for maximum impact and audience engagement.
● Successfully executed an e-commerce website redesign and launch within a tight timeframe of 2 months, enhancing user experience and driving new conversion rates.
Agency Analytics, Director of Marketing, November 2014 – February 2015
● Developed and executed a comprehensive B2B rebranding and product marketing strategy for a small startup, overseeing paid advertising, email marketing campaigns, and social media initiatives to drive lead acquisition and brand awareness.
● Owned the company website and social media platforms to enhance customer relations and foster brand growth, resulting in increased online visibility and engagement metrics. Managed an external graphic design vendor to supplement internal resources.
SimplyCast, Sr. Digital Inbound Marketing Manager, February 2009 – May 2014
● Led initiatives to drive e-commerce sales through inbound marketing automation-based campaigns, SEO/SEM strategies, social media initiatives, and content marketing efforts, resulting in top-of-funnel conversions for a freemium model company.
● Championed the start of content marketing initiatives, including writing website copy, blog posts, articles, white papers, and case studies, effectively communicating brand messaging and driving 12% upsells to premium packages of marketing automation tool.
● Oversaw the organization’s affiliate marketing program, including client onboarding content, demand campaigns, customer support, and facilitating client payouts, driving affiliate partner engagement, brand expansion, and revenue growth.
EDUCATION
Diploma, TV Broadcasting 1998
Fanshawe College
Bachelor of Arts, Communication Studies 1996
University of Windsor
SKILLS
Strategic Planning, Leadership, Brand Management, Digital Marketing, Data Analysis, Customer Insights, Product Marketing, Cross-Functional Collaboration, Budgeting, Project Management, Campaign Optimization, Creative Thinking, Communication Skills, Team Building, Brand Development, Market Segmentation, CRM, Email Marketing, SEO.