Tracy Thompson Swartzendruber

About Tracy Thompson Swartzendruber

I\'ve spent the last 20 years at the intersection of complex industrial technology and modern digital marketing. My passion lies in taking global B2B organizations—often with underperforming or legacy functions—and revitalizing them into high-performing, data-driven engines that deliver measurable growth.I consider myself a \"strategic risk-taker.\" Whether it is rebuilding a global SaaS marketing function from scratch, orchestrating a zero-disruption migration of web pages, or embedding Generative AI into the heart of marketing operations, I focus on digital innovation that delivers. My work has been recognized with two U.S. patents and the Silver B2B Marketer of the Year award, but my greatest satisfaction comes from seeing my teams thrive and the pipeline grow.The Impact I Deliver:• Pipeline & Revenue Acceleration: At GE Vernova, I built a demand generation engine that contributed ~$200M to the SaaS pipeline in less than three years, accounting for a third of the total pipeline and over 60% of new logo growth.• Digital Transformation at Scale: At Rockwell Automation, I led a massive Adobe Experience Manager migration across 60 global websites in just 9 months. This initiative supported 65M annual site visits and generated $4M in annual cost savings through smarter process design.• Next-Gen Content Strategy: I am currently focused on the shift from SEO to \"AIO\"(AI Optimization). By deploying an LLM-optimized content strategy, I’ve driven a 500% increase in citations across platforms like ChatGPT and Perplexity, ensuring our brands are the first choice in the age of AI.• People-First Leadership: a great strategy only works with a great culture. I’ve consistently improved manager effectiveness scores and built teams that transition from \"event-only\" execution to sophisticated, content-led go-to-market strategies.Core Expertise:B2B SaaS Marketing | Global Demand Generation | Enterprise Digital Strategy | GenAI & LLM Optimization | ABM | CMS Modernization | Change Management | Organizational DesignThroughout my career with iconic brands like GE, Eaton, and Rockwell Automation, I’ve remained dedicated to the mission of connecting human imagination with the potential of technology. Hi, I\'m Tracy, and I am always eager to connect with fellow leaders who are passionate about the energy transition, industrial automation, or the future of digital marketing. Click on my \"Follow\" button above to join my network today! I look forward to engaging with you.

Experience

1. Vice President, Marketing - Power and Energy Resources Software

   GE Vernova

   Feb 2021 — Present · OH, US

   This role at GE Vernova is about more than just marketing; it’s about leading the digital charge in the global energy transition. As Vice President, I’ve been tasked with rebuilding and scaling our global B2B SaaS marketing function to prove that software is the secret weapon for a decarbonized world.Key Achievements:• Driving Massive Pipeline Growth: I built an integrated demand generation engine that now contributes ~30% of our total SaaS pipeline and drives over 60% of our new logo growth for Oil & Gas and Chemicals verticals. • Rapid Organizational Transformation: In just 10 months, I completely rebuilt a 10-person marketing and BDR team. We pivoted from a traditional, event-only model to a high-octane, multi-channel, content-led GTM strategy that meets customers where they are.• Mastering the New Search Frontier: By deploying an LLM-optimized content strategy, I drove a 400%+ increase in organic search traffic and a 500%+ spike in citations across platforms like ChatGPT. We aren\'t just winning at SEO; we are winning at \"AIO\"(AI Optimization).• Operationalizing GenAI: I didn’t just talk about AI; I embedded Generative AI into our daily marketing operations. This has significantly scaled our content production and inbound performance while driving unprecedented efficiency.• Brand & Market Authority: I established our business-unit positioning and elevated our analyst relations to ensure we aren’t just participants in the energy transition, but recognized thought leaders driving the conversation.• Strategic Product Launches: Launched new SaaS products with value propositions specifically designed to solve the most critical pain points for power and energy resource providers.I’m incredibly proud of how this team has evolved to use cutting-edge tech—from SaaS to GenAI—to help electrify and decarbonize the world.

Education

• Western Michigan University

  BA, Journalism / Communications

• Western Michigan University - Haworth College of Business

  MBA, Business Administration and Management, General

Skills

• Project Management
• Brand Management
• Public Relations
• Data Analysis
• E-Business
• Consensus Building
• Process Management
• Strategic Planning
• Marketing Strategy
• Cross-Functional Team Leadership
• Marketing Communications
• Integrated Marketing
• Digital Marketing
• Management
• Process Improvement
• Strategy
• Product Marketing
• Marketing
• Brand Development
• B2b
• Corporate Communications
• Coaching
• Budgets
• B2b Marketing
• Advertising