Camilla Layman

About Camilla Layman

Areas of Expertise B2B digital marketing and marketing automation from both strategic and operational perspectives, including data collection and analysis Incorporating innovative digital marketing technology and techniques, including Account-Based Marketing, predictive analytics and scoring, multi-channel activation and always-on nurturing, hyper-targeting and dynamic content, conversational design, retargeting Sirius Decisions B2B demand waterfall model for forecasting, diagnostics, strategic decisions Driving change with senior marketing leaders and stakeholders Proven leader among peers and cross-functional/cross-regional team members with different levels of expertise, inclination, and training Creative problem solving, including the ability to assimilate new information quickly—both strategic and technical—and create logical systems, plans, and processes to improve business outcomes Managing through change with a growth mindset Certified Eloqua B2B Master Recognized by management awards for “Bias for Action,” “Innovators at Heart,” and the inaugural winner of the \"Digital First Focus\" Champ award

Experience

1. Demand Gen Strategist (Americas Region) and Practice Lead, Digital Demand Ops

   Hewlett Packard Enterprise

   Nov 2016 — Present

   Playing lead role in defining Digital Demand Operations team roles, practices, deliverables. o Hired and trained DG ops team resources in Mexico and Bucharest to ensure AMS/EMEA/APJ regional campaigns are ready to catch and convert engaged digital prospects.o Defined deliverables/tools to operationalize and scale digital readiness capabilities, including Digital Journey Package; Digital Readiness automated script and manual checklists at design, pre-launch, post-launch stages; Campaign Diagnostic Dashboard and remediation steps. o Enlisted cross-functional teams to incorporate best-practices into campaign design, establish process improvements, and quickly resolve operational gaps impacting attributable digital MGO.• Used Sirius Decisions waterfall model and knowledge of HPE data and response flows to measure the effectiveness of digital channels, campaigns, tactics across regions. Diagnosed and escalated critical issues behind poor conversion performance. Example: identified 1,900 potential leads in the Americas were stuck due to improper campaign set-up; lead the team to reprocess the leads, towards realizing a potential of ~$6m of dMGO.• Delivering campaign performance services to regional Americas stakeholders, communicating insights arising from conversion analysis, enabling business decisions to shift dollars/resources, promoting the effectiveness of Digital Demand Ops investigations and resolutions. • Driving change in business processes by presenting analytical evidence to senior leadership and key stakeholders that current processes around lead scoring, response processing of telemarketing UQLs/MQLs, and drive-to URL selection are adversely impacting digital MGO results.• Analyzed campaign results incorporating data from multiple platforms, resulting in actionable improvements to attribution and Key Performance Indicator/conversion definitions.

Education

• Stanford University

  Bachelor of Arts (B.A.)

  1995 — 1999