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Ross Smith

Ross Smith

Digital Marketing

TransUnion | Charlotte, NC

Technologies

My Portfolio Highlights

My New Course

Introduction to Python

Analytical superhero, saving the world from data chaos.

My Work

Take a look at my latest work.

course

Intermediate SQL Queries

course

SQL for Joining Data

course

Introduction to Python

DataCamp Course Completion

Take a look at all the courses I’ve completed on DataCamp.

My Work Experience

Where I've interned and worked during my career.

TransUnion | Nov 2022 - Present

Marketing Automation Consultant

An Eloqua power user, helping to create and execute and report on email marketing campaigns to TransUnion's US market verticals, while applying best practices to help maximize performance. Overhauling audience creation and segmentation process to efficiently leverage the Eloqua platform to create dynamic audiences in an effort to: reduce time to create audiences and the reliance on excel files and static lists, create reusable segments to more effectively target the desired audience criteria/personas, and to ensure audiences are capturing relevant audiences in real-time. Creating and testing Blind Forms and traditional forms via Adobe Experience Manager landing pages to ensure proper data collection and routing into Salesforce.com. Optimizing weekly/monthly email reporting in Eloqua to create a more efficient and consumable data set for end users.
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Ciena | Jun 2018 - Nov 2022

Digital Marketing Automation Specialist

Responsible for managing Ciena's external email communications, email reporting + data analytics in Power BI and Revenue Explorer, audience segmentation + fatigue management, in addition to marketing program creation/execution for global, regional and field programs (nurture, webinars, event, ABM) within our Marketo, Salesloft & Salesforce platforms. Leverage Adobe Creative Suite for asset creation. Special projects: -Created a Email Metrics dashboard in Power BI with Marketo data that displays top-level metrics and allows program owners to slice data by ownership team, region, initiative, content type, brand, AB test, etc. -Transformed Product Release Webinars from separated webinar programs into a consolidated series sharing newsletter style email, a single registration page with multi-session select form and a singular confirmation with intelligence to pull in registrants sessions of choice. Streamlined setup on the backend for our team, but also an improved experience for our audience and less overall email touches to help mitigate fatigue. -Salesforce Dashboard creation for Webinar Series and Mutli-touch email programs to provide program owners access to key data points in real-time for their campaigns. -Creation of a dedicated Event meeting request page and internal event team alerts to drive more meeting request for Sales at tradeshows & conferences, as opposed to a using mailto address. I enjoy working closely with program owners to develop/define target audience(s) and help implement email automation best practices to achieve their programmatic goals and ensure we deliver impactful thought leadership, lead generation and brand awareness campaigns to our customers and prospects.. I'm also responsible for maintaining best-in-class database in relation to everything from database design and data maintenance to data analysis. Proactively monitor how data is being used for marketing programs, lead gen and sales and ensure it meets standards.

Axis41, A Merkle Company | Feb 2015 - Jun 2018

Marketo Analyst

- Marketo power user - Responsible for data mining/reporting, email, for and landing page development, end-to-end program build and execution - Support internal asset promotion/generation for Marketo Sales Insight and HTML for sales & internal communications - Support ABM strategy and rollout - Maintain email program calendar for external communications

Progress Software | Aug 2014 - Feb 2015

Digital Marketing - Contractor

Leveraged Eloqua, Salesforce.com, Sitecore and Dreamweaver to assist with Web Marketing needs.

Progress Software | Jan 2014 - May 2014

Digital Marketing - Contractor

Leveraged Eloqua, Salesforce.com, Sitecore and Dreamweaver to assist with Web Marketing needs.

SilkRoad | Dec 2013 - Jan 2014

Digital and Database Marketing Specialist

• Perform basic administration activities including, but not limited to, management of users, roles, profiles; Create and manage custom objects, fields, workflow rules, validation rules; Manage/create reports and dashboards, and processes to continuously monitor data quality and integrity. • Regularly perform database de-duping and cleanup procedures. • Facilitate bi-monthly Salesforce.com CRM training for sales team • Manage ongoing support requests and administrative needs of users. • Audit, uncover and resolve data integrity issues. • Assist users with report design and management. • Work with various business operations group (Sales & Marketing) to prioritize and resolve issues. • Create and edit Campaigns, Landing Pages, Email Templates, Forms, Smart List within Marketo to ensure they meet the latest business requirements. • Manage Marketo activity reports for distribution to Sales team. • Manage global lead uploads via list purchase, tradeshows and third party lists using the business requirements. • Perform analysis to identify trends and uncover useful insights, present findings and support cross-functional operational teams in improving operational execution and business strategy in the following areas: Sales (e.g data quality management, queue management, workflows, campaigns & sales activities) and Marketing (e.g. leads, campaigns, forms, email templates, landing pages, account and contact profiles) • Develop and communicate analysis and recommendations for balancing for all Sales and Marketing activities. • Establish effective working relationships with peers in sales and marketing organizations gleaning best practices to achieve mutual gains. • Lead Ringlead implementation and roll-out • Manage relationships with external data providers • Track month over month data trends for Marketing lists and Sales territories • Leverage DemandTools to facilitate data maintenance & cleansing operation

SilkRoad | May 2011 - Dec 2013

Digital Marketing and Sales Operations Specialist

• Perform basic administration activities including, but not limited to, management of users, roles, profiles; Create and manage custom objects, fields, workflow rules, validation rules; Manage/create reports and dashboards, and processes to continuously monitor data quality and integrity. • Regularly perform database de-duping and cleanup procedures. • Facilitate bi-monthly Salesforce.com training for sales team • Manage ongoing support requests and administrative needs of users. • Audit, uncover and resolve data integrity issues. • Assist users with report design and management. • Train new hires to utilize Salesforce.com to help run their day-to-day tasks as the business requires. • Work with various business operations group (Sales & Marketing) to prioritize and resolve issues. • Create and edit Campaigns, Landing Pages, Email Templates, Forms, Smart List within Marketo to ensure they meet the latest business requirements. • Manage Marketo activity reports for distribution to Sales team. • Manage global lead uploads via tradeshows and third party lists using the business requirements. • Perform analysis to identify trends and uncover useful insights, present findings and support cross-functional operational teams in improving operational execution and business strategy in the following areas: Sales (e.g data quality management, queue management, workflows, campaigns & sales activities) and Marketing (e.g. leads, campaigns, forms, email templates, landing pages, account and contact profiles) • Develop and communicate analysis and recommendations for balancing for all Sales and Marketing activities. • Establish effective working relationships with peers in sales and marketing organizations gleaning best practices to achieve mutual gains. • Track month over month data trends for Marketing lists and Sales territories • Leverage DemandTools to facilitate data maintenance & cleansing operations • Manage relationships with external data providers

SilkRoad | May 2008 - May 2011

Regional Account Executive (Inside Sales)

• Build territory pipeline • Cold calling • Follow up on Marketing generated leads • Appointment setting • Demo discovery • Research and add prospective companies in Salesforce.com CRM • Marketo Sales Insight

SilkRoad | Oct 2007 - May 2008

Market Research (Inside Sales)

• Build territory pipeline • Cold calling • Appointment setting • Research and add prospective companies in Salesforce.com CRM

My Education

Take a look at my formal education

Bachelor of Science (BS) in Business Administration, Finance, GeneralUniversity of North Carolina at Charlotte - Belk College of Business | 2015

About Me

Ross Smith

Experienced digital marketer in Eloqua + Marketo + Salesforce, that's looking to gain new skills to with SQL and Python to become a Marketing Analytics/Operations guru.

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