Darcy White
Director, Demand Generation & Marketing Operations @Blackline Safety
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WORK HISTORY
Director, Demand Generation & Marketing Operations @Blackline Safety
Calgary, AB, CA
REGIONAL MARKETING• Oversee international teams and direct demand generation campaigns in global regions - U.S, Canada, UK, Europe and Rest of World- Collaborate and direct team on trade show strategy - Develop localized campaigns addressing the specific needs of each marketDIGITAL MARKETING• Develop general and vertical-specific marketing campaign strategies • Oversee development of Search Engine Marketing initiatives– Optimize website to increase ranking on SERPs for targeted keywords– Work with various resources to develop blogs, white papers, case studies, and videos as part of acontent marketing strategy with SEO top of mind– Direct and manage PPC campaigns including search ads, paid social media ads, and programmaticand retargeting advertising• Direct web development initiatives– Improve positioning and messaging, design, user experience andnavigation with a focus on SEO (page titles, metadata, image alt tags, etc.)– Develop focused landing pages and microsites to increase brand & domain authority and thought leadershipCHANNEL MARKETING• Channel Partner engagementCUSTOMER MARKETING• Collaborate to develop marketing campaigns to cross-sell and up-sell to existing client roster
EDUCATION
Alberta University of the Arts
BDes, Visual Communications
University of Calgary
BSc, Ecology
SKILLS
ABOUT DARCY WHITE
Through strong leadership, comprehensive strategy development and a combined creative and analytical approach, I ensure informed business decisions are made in order to optimize ROI from marketing initiatives. This is accomplished through a results driven approach, where I implement a unified strategy of integrated and targeted multi-channel campaigns to connect with current and prospective customers and the market in a meaningful manner to promote growth. • Marketing professional with 22 years of experience; 17 years in leadership roles; 18 years marketing SaaS platforms • Led international multi-disciplinary marketing teams • Extensive experience in various areas of marketing including digital (including SEM-SEO-PPC), web development and management, email, content, video/animation, social media, events and conferences, advertising (display, video, search, programmatic, etc.), branding and product marketingSpecialties: marketing technology, SEO, SEM, PPC, digital marketing, social media marketing (SMM), web development and analytics, trade show marketing, advertising, CRMs (Salesforce, HubSpot), lead generation and nurturing, web marketing, blogs, email marketing, communications, branding and identity
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