Leigh Choate

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Vice President Marketing

COMING SOON

Nov 2023

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Stay tuned.

Coming up

Nov 2023

Vice President Marketing

Living Security

Sep 2022 - Current (3 years 8 months)

Tripled inbound demo requests, leading to the company surpassing its quarterly bookings target for the first time. As an unexpected marketing team of one with a small budget, I carefully prioritized activities that had the best short- and long-term impact. In doing so, I took on large projects (reformatting the website to improve SEO and time-to-launch for landing pages), developed and promoted webinars that delivered hundreds of registrations and regularly 40% attendance, and efficiently targeted, reached, and engaged the ICP using 6sense. Developed messaging alongside the VP Product, helped manage the BDR team, created and recycled content in multiple formats, and improved our organic search traffic as well as digital ad efficiency.

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Vice President Marketing

Watermark Lodging Trust, Inc.

Aug 2020 - Aug 2022 (2 years 1 month)

At Watermark, insights inspire progress. Watermark’s software gives higher education institutions the insights they need to improve, evolve, and empower student success. Watermark’s integrated digital solutions support assessment and accreditation, faculty activity reporting, course evaluation and surveys, and catalog and curriculum development for over 1,700 higher education institutions around the world. * Pipeline: Created demand generation machine to reach a finite market to drive qualified pipeline for Sales. Generated 70% of the total company pipeline in 2021. First leader to create measurable, predictable pipeline. * Technology: Team implemented 6sense, BrightTALK (webinar platform), replatformed Marketo, optimized Drift and Drift

Head of Demand Generation

TrustRadius

Sep 2019 - Aug 2020 (1 year)

Created high-impact campaigns that drove pipeline; managed BDR function; created functional marketing ops; pivoted resources during COVID to accelerate prospecting and pipeline. * Pipeline: Delivered 109% of pipeline target in my first quarter at TrustRadius (during a 4-month “quarter”). The following quarter was a standard 3-month quarter and COVID hit, and we hit 90% of the previous quarter’s attainment. Not bad for a marketing tool during a pandemic. * Demand engine: Upleveled and expanded database, improved campaign efficiency, created the first-ever BDR enablement programs. Shifted pipeline definition to enable predictability, built revenue models to set pipeline targets. * Team: Hired, grew, managed team of 7, including Events, Opera

Director, Global Marketing Campaigns | Marketing Operations | Digital Marketing | Content Creator

Forcepoint

Jun 2015 - Mar 2019 (3 years 10 months)

Led a global team that created global campaigns for in-region execution, managed digital demand generation programs for key regions, and drove operational improvements across marketing, including budget management, marketing automation, and attribution. * Pipeline: Implemented multi-touch attribution to accurately inform marketing decisions. Improved MEL-to-MQL conversion to greater than 60% and increased marketing-sourced pipeline by more than 100% year-over-year. * Demand engine: Built the company’s first-ever closed-loop demand generation engine and launched global digital marketing programs, all within my first 90 days. * Highlight: Launched the new Forcepoint company brand globally within 100 days for a follow-the-sun launch on J

Senior Campaign Manager | Demand Generation Manager | Team Lead | B2B | SaaS

Bazaarvoice

Apr 2013 - May 2015 (2 years 2 months)

Promoted to first-ever Campaign Manager, working with Sales to continuously improve lead performance and follow-up. Executed/created core functions in marketing including original content creation, digital demand generation, marketing automation, sales enablement, and program/project management. * Pipeline: First-ever Campaign Manager, grew marketing-sourced pipeline from zero to 20%. * Demand engine: Instrumental in creating Bazaarvoice's first end-to-end demand generation waterfall, enabling predictive models for driving the exact number of MQLs to hit pipeline targets. * Highlight: Continuous demand-driving innovation. Most notably, I built a memorable virtual conference that created high engagement across customers and prospects, an

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Interim Marketing Director | Content Management | Content Creation | Writer & Editor | Consultant

Dando Advisors

Apr 2013 - Apr 2014 (1 year 1 month)

[This role was concurrent with my work at Bazaarvoice. I continuously worked at Bazaarvoice from 2007 to 2015.] Executive leadership guru Kirk Dando needed to share his skills and experience with as many leaders as possible. He contracted me to blog on his behalf, assist in writing and editing his book, and extending the reach of his content and teachings. Together we created tools that help companies assess their readiness for real change, honed his messaging, and acted as a sounding board to many strategic ideas. Predictive Leadership: Avoiding the 12 Critical Mistakes That Derail Growth-Hungry Companies, available on Amazon.com, is a must-read for any entrepreneur or leader of any organization. As a vice president, director, busines

Marketing Manager | Content Marketing | Customer References | Creative Resources Management

Bazaarvoice

Oct 2007 - Apr 2013 (5 years 7 months)

Hired as the #7 marketer (#70 employee overall) during Bazaarvoice's third year in business, helping build a world-class marketing team that continues to deliver. Responsible for creating more than 500 pages of marketing content, including white papers/ebooks, blog posts, case studies, articles, award entries, and website content. Managed several website redesigns, creating all content and working with design and executives. Created the Project Management/Creative Resources Manager role on the marketing team, volunteering for this role, part-time, while also writing content. It's now a full-time management role. I created internal tools and processes that dramatically improved communications within marketing and throughout the rest of t

Vice President Marketing | Field Marketing Lead | Corporate Marketing | GTM Planning | Store Launch

Americas Incredible Pizza Company

Sep 2005 - Feb 2007 (1 year 6 months)

Drove demand for the regional family entertainment center chain and managed Field Marketing team for corporate locations. • Created new Corporate Group offerings that drove profits during off-peak times and developed repeatable programs that enabled all stores to stay consistent with brand, which reduced marketing costs and leveraged proven programs.

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Round Rock Ghost Tours

Apr 2005 - Oct 2008 (3 years 7 months)

Created a fun way for Round Rock residents to discover the then-overlooked historic downtown. I researched and wrote all original content (i.e. storytelling, marketing content, advertising collateral) to engage customers in purchasing/participating in the unique tour experience. Delivered tour presentations, promoted tour services, and managed business operations; successfully engaged 1000+ tour patrons.

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Leigh Haney Marketing Inc

Feb 2001 - Aug 2005 (4 years 7 months)

Opened/maintained a marketing consultancy, serving as an Interim Marketing Director for a wide range of businesses and industries; provided marketing services, such as marketing strategy development and brand marketing campaign management. • Notable Client Projects: Annual Free Smoothie Morning Campaign - Texas-owned Jamba Juice locations, American Cancer Society’s Grand Opening event, and the pre-opening and first-year of corporate marketing for Austin's Park 'n' Pizza.

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