Kevin Cassidy

Kevin Cassidy

About

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Head of Marketing Operations
Ireland

Timeline

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Résumé

Jobs verified_user 0% verified
  • Personio
    Head of Marketing Operations
    Personio
    Nov 2023 - Current (2 years 11 months)
  • DocuSign
    Principal Architect of GTM Systems
    DocuSign
    Feb 2023 - Oct 2023 (9 months)
  • DocuSign
    Director of Marketing Operations
    DocuSign
    Mar 2019 - Feb 2023 (4 years)
    Building and maintaining the lead management program with over 200 steps of cleansing, enrichment, and scoring.
    Aligning the entire marketing organisation on one intake and project management process.
    Developing the DocuSign Marketing Toolkit – a suite of 60+ custom-built internal tools to help the
    marketing organisation to work more efficiently and affectively.
    Building data integrations between systems to alleviate manual work and ensure data privacy and
    compliance standards.
    Selection & onboarding of external tools & systems.
    Representing the EMEA market in global marketing efforts.
  • Sage
    Director of Global Marketing Automation
    Sage
    Oct 2018 - Mar 2019 (6 months)
  • Sage
    Head of Global Marketing Automation
    Sage
    Oct 2016 - Mar 2019 (2 years 6 months)
    My main priority was building a global marketing automation team to support the 250+ marketers in the company. My global team of 25 marketing automation specialists were responsible for building always-on, integrated, and multi-channel marketing programmes using Eloqua and other marketing tools. I was responsible for the hiring, onboarding, training and managing of the team as well as creating and building the systems, processes, and SLAs to support our stakeholders. In this role, I was responsible for decreasing costs & mistakes, and increasing lead volume, conversion rates, and revenue.
  • Sage
    Senior Marketing Automation Manager
    Sage
    Sep 2015 - Oct 2016 (1 year 2 months)
  • Sage
    Marketing Director
    Sage
    Jan 2015 - Jan 2019 (4 years 1 month)
    Hiring and managing a global team of 25 marketing automation specialists & managers. Creating systems, processes, and SLAs to support 350+ marketing stakeholders. Building global always-on, integrated, and multi-channel marketing programmes. Onboarding and training the global team. Automating data between systems (Sage products, Eloqua, Salesforce, etc.). Building out and implementing global lead scoring models. Decreasing costs & mistakes, increasing lead volume, conversion rates, and revenue.
  • The Spider Awards
    Judge
    The Spider Awards
    Oct 2014 - Jun 2017 (2 years 9 months)
    Established in 1996, The Spider Awards are the longest standing and most prestigious internet awards in Ireland. They reward Irish businesses and community organisations for their creativity and innovation and provide an important opportunity to recognise and showcase online excellence.

    The Spider Awards are considered an important benchmark for distinction and excellence in web-based business strategies. Winners are the brightest talents, the most innovative creators and the most dynamic companies. There are hundreds of entrants each year, and the awards are attended by over 700 guests and reported widely in the national media.

    For three years I worked as a judge for The Spider Awards examining in detail many website
  • Twitter
    Global Marketing Operations Manager
    Twitter
    Jan 2014 - Sep 2015 (1 year 9 months)
    I worked on the Global Marketing Operations team in Twitter’s Dublin office. It was a
    very technical marketing role and my main responsibilities included:
    • Building out marketing campaigns as we launched our self-serve product in 200+ countries and 7 different languages.
    • Organising and hosting educational webcasts for up to 5,000 attendees at a time.
    • Creating design assets in Adobe Photoshop & InDesign for emails, landing pages and microsites.
    • Building landing pages and microsites using HTML 5, CSS 3 & JavaScript.
    • Building a self-serve email tool allowing non-technical people to design HTML emails.
    • Creating fully automated, trigger-based marketing campaigns in Eloqua (our marketing automation to
  • Minds
    Co-founder, Head of Marketing & Mentor
    Minds
    Jul 2013 - Jul 2016 (3 years 1 month)
    In July 2013, a friend of mine came to me with the topic of the difficult job search that many students face when they leave college. He determined that something which hindered Irish students from being chosen for graduate jobs was the lack of real-life experience. Every graduate was going into their interviews and the only examples they could give were of a project they did in college.

    He came up with the idea of creating a structured model that would allow students to develop their skill-set with practical, real-life experience outside of the lecture theatre while also benefiting society in a positive way. This idea was 100minds.

    By taking a group of Ireland’s best & brightest students and challenging them to raise
  • LinkedIn
    Global Marketing Operations Specialist
    LinkedIn
    Dec 2012 - Dec 2013 (1 year 1 month)
    I joined the Global Marketing Operations team in December 2012 with a whole host of new responsibilities. These included:
    Leading a project to create a global segmentation strategy for LinkedIn's three business lines using SQL;
    Building landing pages and websites using HTML, CSS & JavaScript;
    Creating fully automated marketing campaigns in Eloqua;
    Building out LinkedIn’s business websites on the Adobe CQ5 platform (http://business.linkedin.com);
    Creating design assets in Adobe Photoshop for emails, landing pages and microsites;
    Travelling to Bangalore, India to train a new team of six employees;
    Working o
  • LinkedIn
    Marketing Associate, EMEA
    LinkedIn
    Aug 2012 - Dec 2012 (5 months)
    Two weeks after finishing my Masters degree, I started in LinkedIn's international headquarters in Dublin as a Marketing Associate focusing on the EMEA region. One of my main responsibilities included organising and hosting educational webcasts (webinars) for up to 1,000 prospects or customers at a time. This involved strategically choosing the audience (region, company size, product line, etc.), finding an appropriate presenter, setting up and running of the WebEx, and ensuring that all participants had a frictionless and educational experience.
  • Marketing Development Programme
    Marketing Advisor
    Marketing Development Programme
    Sep 2011 - Jul 2012 (11 months)
    The Marketing Development Programme (MDP) functions as a professional marketing agency with the office located in the UCD Michael Smurfit Business School, Blackrock. It provides an array of unique marketing services for its clients ranging from market research to event management.
  • Vicente Gandia Plà
    Marketing Intern
    Vicente Gandia Plà
    Jun 2011 - Jul 2011 (2 months)
    I worked with Vicente Gandia during the Summer of 2011. I worked on a team visiting potential customers of the wine producers. Responsibilities included arranging meetings, travelling to the meetings and communicating information about the company to the potential leads. I also compiled a weekly progress report for management about each week's performance.
  • University College Dublin
    Applied Business Competencies Lecturer
    University College Dublin
    Jan 2011 - May 2011 (5 months)
    I worked for one semester in college lecturing 1st Year Commerce students in the area of Applied Business Competencies. The position involved preparing the lectures, facilitating the students through the course work and grading them on their participation and presentation skills.
  • The Commerce Economics Society
    Treasurer
    The Commerce Economics Society
    Aug 2010 - Jul 2011 (1 year)
    The Commerce and Economics Society based in UCD is Ireland's largest business student society. I was involved with the society for my three years in Commerce. I was a committee member in first year, events officer in second year, and I was then elected as the treasurer of the society in my final year. I dealt with all the finances relating to the society and its events. I was also responsible for organising events such as the 500-person black-tie Comm Ball as well as designing the posters, tickets & flyers for many of the events throughout the years.
  • Nokia
    Campus Brand Ambassador
    Nokia
    Oct 2009 - May 2010 (8 months)
    I was hired by Nokia to represent their brand in University College Dublin. Responsibilities included having a detailed knowledge of the company's products and services, dealing one-on-one with consumers and arranging sponsorship of events with various societies on the campus.
Education verified_user 0% verified
  • St Andrews College Dublin
    Leaving Certificate, Maths
    St Andrews College Dublin
  • University College Dublin
    Bachelor of Commerce, Marketing
    University College Dublin
  • UCD Michael Smurfit Graduate Business School
    Master's Degree, Marketing
    UCD Michael Smurfit Graduate Business School
  • UCD Michael Smurfit Graduate Business School
    Master of Science (M.Sc, Marketing Practice
    UCD Michael Smurfit Graduate Business School
    A masters degree which focuses on action learning
Projects (professional or personal) verified_user 0% verified
  • S
    Salesforce.com Bulk Campaign Creator
    Nov 2013 - Current (12 years 11 months)
    While at LinkedIn, there were many pain points for our marketers who needed to create 1200+ campaigns in Salesforce.com annually (confusing layout, wrong naming conventions, irrelevant fields, etc.). Using the Force.com Connector tool paired with a beautiful & simple form, I developed a very easy way for our marketers to get their campaign requests in without them needing to even log into Salesforce. The feedback was very positive: "It's so much better I think I could cry!"
  • L
    LinkedIn Internal Website
    Sep 2013 - Dec 2013 (4 months)
    As our team and number of stakeholders increased in LinkedIn, processes and documentation needed to be come stricter and kept up-to-date. I came up with the idea of hosting the content on an internal website for 100+ enterprise marketers to have easy access to the most up-to-date information at all times. My manager liked the website so much that he tasked me with expanding the website to our wider Demand Generation team. The website is now the go-to hub for working with the team in LinkedIn.
  • L
    LinkedIn's Business Websites
    Feb 2013 - Dec 2013 (11 months)
    I was the project lead for my team in building out LinkedIn's brand new business websites. This was a huge undertaking as LinkedIn has three different business lines and is available in 20 different languages. It was a very large cross-functional project that will be ongoing for at least another 12 months. While I was in LinkedIn, we managed to build out 9 of the websites.
  • L
    LinkedIn's Global Audience Audit
    Sep 2012 - Dec 2012 (4 months)
    While working as Marketing Associate with LinkedIn, I was tasked with building out our global segmentation strategy for our B2B prospects - in a company with 200million+ members with hugely rich data - this was a big project. Working with Trent on my team, we defined the global strategy and built a dashboard in Microstrategy. The dashboard allowed anyone in the company (mainly our 100+ enterprise marketers) to view our target audience per region per business line. This is hugely beneficial to them as they plan out marketing campaigns in the various regions.
  • O
    OwnIreland Market Research
    Oct 2011 - Mar 2012 (6 months)
    This project involved carrying out extensive secondary research online as well as conducting brainstorming sessions and focus groups about the feasibility of an online product moving into the offline retail environment. The results were used by the owner of the company to create the marketing strategy for the move.
  • W
    War Child Ireland Online Charity Auction
    Oct 2011 - Jan 2012 (4 months)
    I raised the awareness of the charity War Child Ireland through the running of an online charity auction. The project involved coming up with the concept, securing items to be auctioned, launching and managing a social media campaign, securing free radio and print advertising, and running the technical aspect of the auction online. Much needed funds and awareness were raised as a result of the campaign.
  • D
    Dissertation on Action Learning
    Sep 2011 - Jul 2012 (11 months)
    My dissertation begins with a Literature Review which delves into the topic of action learning; from its history, to the components and future, all areas of action learning are discussed based on the writings of professionals from around the world. The second section is personal chapter in which I discuss the areas in which developed the most throughout the year. The third section details a business plan for CollegeBoard, a classifieds style website which I am in the process of setting up. The business plan discusses the different aspects of the business from its mission statement and marketing plan to its financial summary. The final chapter in this dissertation gives a brief conclusion of my time on the Programme and some recommendations
  • N
    National Ploughing Association: Economic Impact Study
    Sep 2011 - Feb 2012 (6 months)
    This project involved carrying out an analysis of the economic impact that the National Ploughing Championships had on the greater Kildare area in September 2011. Through interviews with retailers and more than 500 questionnaires conducted at the event, I created a detailed analysis documenting the €36 million impact the Championships had on the area. The event organisers are using this to assist in the organisation of future events.
  • P
    PayPal Market Research
    Sep 2011 - Dec 2011 (4 months)
    I conducted research into the behaviour, attitudes and needs of Irish consumers and retailers towards online and offline payments to identify exploitable opportunities for PayPal. The project included secondary research, conducting in-depth interviews, the development and conduction of questionnaires, the analysis of the data using SPSS and the presentation of the findings to Irish and European managers of PayPal.
  • C
    Cassidy Wines Website
    Jan 2007 - Dec 2014 (8 years)
    I was responsible for the upkeep and updating of the website for Cassidy Wines - a family business that my grandfather founded in 1977. The clean and simple website made use of HTML, CSS and JavaScript and I kept it up-to-date with product changes, new portfolios, etc.
Awards verified_user 0% verified
  • Oracle
    Modern Marketing Leader of the Year Finalist
    Oracle
    I was shortlisted as Modern Marketing Leader of the Year in the Oracle's 2018 annual marketing awards, The Markies.
  • Airbnb
    AirBnB Superhost
    Airbnb
    The AirBnB Superhost program celebrates hosts who have reached a set of qualifications that reflect their commitment, responsiveness to travelers, hosting experience, and the quality of their listings. Superhosts are all over the world, and each has their own hospitality style.AirBnB checks Superhosts’ activity to ensure that the program highlights the people who are most dedicated to providing outstanding hospitality.
  • LinkedIn
    Innovation Grant for Lotus Child
    LinkedIn
    I was issued with a $10,000 grant from LinkedIn for Lotus Child - a charity I have worked with for many years. I worked closely with the founder of Lotus Child to develop an innovative plan which involves having middle-class students spend their Saturday afternoons interacting with and teach vulnerable street children. The street children benefit from an education and friends they otherwise would not have while the 'teacher students' benefit from being well-grounded and being made aware of the poverty and difficulties of their peers. We feel it will have a long-term effect of uplifting entire communities. The grant awarded by LinkedIn is being used to roll-out this initiative in a number of communities.
  • Oracle
    Best Data Orchestration 2014 - Markie Finalist
    Oracle
    We developed and built an intelligent Lead Management System via Eloqua that integrates with our CRM tool - Salesforce. When someone enters Eloqua as a Lead (by completing a contact form for example), a whole set of processes are set into motion. This includes validating the data, cleaning the data, supplementing it with existing Eloqua contact data, and also with Twitter data (such as Twitter username, number of tweets, number of followers, etc.). Once Eloqua has gathered all of the required data, it starts the process of pushing it in to Salesforce - this includes, checking to see if a Lead or Contact already exists (if not, creating a new Lead), assigning the Lead/Contact to the appropriate Sales team/rep. Most importantly however, the s
  • Oracle
    Brand Experience of the Year 2015 - Markie Winner
    Oracle
    The #TwitterOnTap party was our biggest brand campaign of the year in EMEA. We thought long and hard about the planning for the event. I was responsible for the marketing for the event including the entire campaign build (50+ assets in our marketing automation system). Instead of just focusing on making the party a great brand experience, I wanted to make sure that every touch point prior- and post-event was equally as enjoyable. I built a sleek HTML5 microsite for the registration which included video background, parallax effect smooth scrolling, dynamic content and much more. The site was perfectly mobile optimised and the registration process was as smooth as can be. The emails had a dark theme with had a glowing Twitter logo (animated g
  • Twitter
    "Awesome Card" Award
    Twitter
    I received an "Awesome Card" award for working on a 'Lead Generation Machine' project in Twitter. The system I developed ensures that the sales teams understand what the marketing teams are doing, where leads are coming from, and finally gives the sales team an SLA to follow up on the leads. Most importantly it allows marketing and sales to work together as a well-oiled machine and ensures a quick turnaround for warm leads (and of course, increased revenue for the company). The systems used were Eloqua and Salesforce.
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