Jason Ferrara's resume and experience

Summary 

A CMO with both global enterprise and startup SaaS B2B experience that excels in:

• Creating compelling brands
• Driving actionable, measurable demand
• Delivering positive ROI on sales and marketing spend
• Building successful cultures

Experience

OutMatch; Dallas, Texas, 2014 to Present

Predictive talent analytics and culture analytics platform (acquired by Rubicon Technology Partners)

Chief Marketing Officer

Aligned, inspired, and influenced employees and target audiences using brand equity, integrated communications, client acquisition, and client retention strategies.

• Developed brand strategy that regularly drove an NPS over 60 among our buyers and users
• Consistently drove marketing influenced pipeline of over 80% from demand gen engine 
• Launched free trial program that drove three-day activation rate over 40% and produced $150k ARR within first two months 
• Built reseller program that drove over $2M ARR in first year
• Tracked and delivered annualized positive return on marketing investment (ROMI)
• Defined complete go-to-market strategy including ideal customer profile, buyer persona, buyer journey, customer and prospect database, and lead scoring
• Managed technology partnership program as a top five demand generation channel
• Built marketing team focused on core responsibilities such as reputation, demand generation, sales enablement, market intelligence, and product marketing 
• Led corporate communications including public relations and all earned media, company spokesperson, executive speechwriting, and award submissions

Lanyon Solutions, Inc.; Dallas, Texas, 2013 to 2014

Platform for managing corporate meetings, events, and travel programs (now a part of Cvent)

Senior Vice President, Marketing

Led a metrics-driven, global team, including branding, communications, digital programs, demand generation, marketing operations, and sales enablement.

• Completed total company re-brand in four months including market research, message development, logo development, communications, and sales enablement
• Developed demand gen framework and campaigns that drove Q1 2014 pipeline of over $2.5M and Q2 2014 pipeline of $4.5M
• Doubled paid search lead flow two months in a row and reduced cost per lead by 97% through optimization and improved landing pages
• Produced most successful event in company history, driving over $2.6M of influenced pipeline (Global Business Travel Association)

Ifbyphone; Chicago, Illinois, 2010 to 2013

Call tracking and conversion analytics company (now DialogTech)

Vice President, Business Development

Partnered across industries including local search, direct response, real estate, media, data providers, and lead generation firms.

Vice President, Marketing

Led strategy, brand development, demand generation, communications, and product marketing.

• Created the “voice-based marketing automation” space, including the new Ifbyphone brand; Gartner recognized the space and the brand within one year
• Directed re-architecture, redesign, and rebranding of web site within three months
• Researched and built market segmentation strategy including segment-specific content, demand generation campaigns, and sales enablement materials
• Developed real estate segment including product, positioning, and business development
• Consistently drove 1,200+ leads/month through integrated demand gen engine
• Launched marketing automation program, generating 5,000 re-engaged leads
• Executed PR strategy resulting in 250+ placements and 260M circulation in 24 months

CareerBuilder, LLC; Chicago, Illinois, 2005 to 2010

Privately-held, human capital solutions company

Vice President, Corporate Marketing

Led a 25-person team including brand development, digital marketing and e-commerce, product marketing, field marketing, communications, sales enablement, and competitive intelligence; member of 30-person corporate leadership team.

• Directed e-commerce projects increasing conversion rates 10% in three months
• Built social media and blogging programs; http://www.thehiringsite.com delivered 10,000 monthly unique visitors in less than one year’s time
• Developed promotional campaigns, selling over $1.5M of incremental revenue
• Executed 2009 PR and media strategy which resulted in over $2.5M in media value
• Managed team responsible for creating the first company-wide territory policy
• Launched sales enablement software, adopted by over 90% of sales team 
• Represented B-to-B voice creating CareerBuilder television commercials

Director, Corporate Marketing

Director, Small Business Marketing

SPSS Inc.; Chicago, Illinois, 1992 to 2005

Publicly-traded, enterprise statistical software developer (now a part of IBM)

Director, Online Marketing

Director, Marketing Communications, SPSS Business Intelligence

Senior Manager, Corporate Communications

Creative Team Manager, Marketing Communications

Creative Team Leader, Marketing Communications

Writer/Designer, Marketing Communications

Sales Representative, Student Products

Education

Masters of Business Administration, The Kellogg School of Management

Bachelor of Arts in Political Science and Criminal Justice, Indiana University

Volunteer

Assistant Scoutmaster, BSA Troop 168, Southlake Texas

Illinois Association of Junior High Student Councils, adult camp counselor for over 20 years

Business Marketing Association, Chicago, 2013 board President

Activities

Accomplished pizzaiola (TX needs good pizza)

Rabid fan of live music (200+ shows and counting)

Avid reader (biographies, mysteries)

Expert public speaker (adults, kids, TV)

Passionate Traveler (business, personal, family)