Bobby McDaniel

About Bobby McDaniel

Experienced, data-driven marketing director with 20+ years of experience developing innovative marketing technology strategies which break down departmental silos, streamline sales funnels and improve lead velocity. Known for implementing, integrating and managing the marketing technology stack, including CRM, CMS, demand generation, email marketing, social media marketing and digital marketing platforms. Excels at developing KPIs, dashboards and reports to monitor, measure, analyze and optimize business initiatives. Analytical marketing leader with a proven track record in aligning marketing, sales and business operations with exceptional ability to identify and improve processes and workflows. Highly praised for managing interdepartmental teams, improving conversions, growing revenue and gaining stakeholder support while optimizing budgets.

Experience

1. Director, Marketing Technology and Analytics

   IntraFi

   Apr 2017 — Present · Arlington, VA, US

   Develop rolling 3-year marketing technology strategy which expanded marketing stack from mass email focus to fully integrated demand generation program with omni-channel focus Introduce marketing technologies for reporting, lead generation, social media, market research, search engine optimization and search engine marketing; negotiate rates and renewals for marketing tech stack, saving company $300K+ annually Improve marketing technology stack efficiencies through integrations between acquired marketing technologies and Salesforce CRM including Higher Logic Community, Form Assembly, HubSpot, Qualtrics, Databox and Marketing Cloud Develop sales process with demand generation lead handoff, resulting in 1K+ qualified prospects that influenced 376 opened opportunities and 81 won opportunities with sales-reported volume of $9.3B and $2B respectively within 10 months of launch Create KPIs and facilitate market research and designed key slides for presentations contributing to $2.5B sale of company Achieve average unsubscribe rate below.003% through design and implementation of advanced, dynamic subscription center page which unified Pardot, Marketing Cloud, HubSpot and Salesforce opt-ins while maintaining US email regulatory compliance Assist in development of data governance policies and manage cross-departmental teams for projects including CRM governance Achieve 83% average increase in non-customer, organic traffic and 23% average increase in website traffic, directly attributed to implementation of technical site audits and SEO strategy Manage launch of new Peer Intelligence community with focus on bank executives, resulting in active community of 1K+ members, 2K unique activities and 250+ posts within first 12 months of content marketing strategy launch

Education

• Florida International University - College of Business

  BBA, Marketing & International Business

  2006 — 2008