Karen Ambrose Hickey
Performance Marketing Manager (Multi-channel) @Atlassian
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WORK HISTORY
Performance Marketing Manager (Multi-channel) @Atlassian
San Francisco, CA, US
Strategic Operations & Media Management* Executive Enablement: Coordinated performance reporting and developed visual campaign summaries to brief Marketing and PMM leadership on IMC impact and investment health.* Agency Partnership: Led day-to-day agency execution, collaborating on channel selection, media plan development, and budget management to ensure alignment with awareness goals.* AI-Driven Analysis: Scaled reporting efficiency by leveraging AI agents for deep-dive analysis of performance trends, competitive spend, and messaging resonance.* Performance Feedback Loop: Conducted regular creative and channel analysis to provide actionable feedback, ensuring ad mix and messaging were optimized for target personas.Campaign Impact & Innovation* Integrated Strategy: Partnered with Brand to lead the Jira and Teamwork Collection awareness engines, delivering an unprecedented incremental halo and lift in portfolio awareness.* Cross-Functional Hub: Acted as the strategic bridge between Awareness, Consideration (BAU Social/Display), and Search teams to ensure top-of-funnel efforts fed the broader conversion machine.* Media Frameworks: Operationalized the \"Scale-Lab-Strategic\" media mix, piloting new strategic channels alongside scalable ones to shape the next half\'s investment strategy.* Media Innovation: Leveraged existing infrastructure to fund UGC strategies, improving Jira/Confluence visibility within AI-generated search (AIO).
EDUCATION
Santa Clara University
MBA, Technology and Global Marketing
Stanford University
Bachelor of Science - BS, Industrial Engineering/Engineering Management
SKILLS
ABOUT KAREN AMBROSE HICKEY
I am a B2B Digital Marketing leader with a career-long focus on driving growth through strategic agility and operational excellence. My expertise lies in the \"operational hub\" of marketing—bridging the gap between brand awareness and full-funnel performance. From scaling niche ABM programs to managing large-scale integrated marketing campaigns at Atlassian, I specialize in turning complex product value into compelling, high-performing digital strategies.I believe the best marketers are those who can successfully pivot and adopt new frameworks as the landscape shifts. My journey is defined by this adaptability.Core Impact & Expertise:• Strategic Agility: Proven track record of scaling to large scale campaigns that drive record-breaking incremental lift.• Executive-Ready Insights: Experienced in developing the performance narratives and visual data summaries to guide investment strategy.• Analytical Testing & Optimization: Testing, analyzing and re-testing to understand trends, segmentations and optimizations for growth.• Modern Tech Integration: Early adopter of tools and betas to maintain a competitive edge in a fast-moving B2B environment.• Collaborative Leadership: Successful as both an individual contributor and a manager. I thrive on building camaraderie, working with partners, and inspiring action across cross-functional teams.
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