William Cummings
Director of Strategic Marketing Programs @AlphaSense
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WORK HISTORY
Director of Strategic Marketing Programs @AlphaSense
NY, US
In my role as Director of Strategic Marketing Programs, I drive lead generation by launching new programs and marketing motions, and scaling them across the organization. This includes spearheading new partner marketing efforts, developing and expanding an Account-Based Marketing (ABM) program, and managing several upsell and competitor-focused campaigns.Key Responsibilities- Develop and execute integrated campaign strategies that leverage cross-channel tactics to achieve AQL, attribution, and cost-efficiency goals- Collaborate closely with Product, Segment Marketing, and Sales teams to ensure campaigns are tailored to target audiences, aligning messaging and strategy with business objectives- Manage campaign strategy, project management, and reporting, continuously optimizing efforts based on performance data and stakeholder feedback- Partner with cross-functional teams, including Content, Digital, and Demand Gen Marketing, to implement cohesive strategies that drive engagement and conversion.Key Achievements- Launched and scaled a new ABM motion across Marketing and Sales, driving stronger alignment and improved campaign execution- Implemented a full-funnel thought leader sponsorship strategy and programming, generating a 250% annualized increase in leads, with a cost per lead 25% below threshold and a ROAS of 4:1- Successfully launched multiple product campaigns, significantly increasing AQLs and optimizing campaign ROI.
EDUCATION
University of Liverpool
Master of Business Administration (M.B.A.), Marketing
University of Ottawa
Bachelor’s Degree, Social Sciences
SKILLS
ABOUT WILLIAM CUMMINGS
I am a highly motivated, success-oriented marketing professional with over 15 years of proven performance,Over the course of my career, I have been held accountable for both personal and team performance. I relish this opportunity as I am passionate about driving results through others, investing in team development strategies to build capability, foster cohesion and drive high performance. Adept at driving KPIs and exploiting analytical tools to uncover actionable insights, I excel at thinking critically, joining the dots between marketing campaign performance and company P&L. I build strong and sustained client partnerships seeking to understand their strategic challenges and build a targeted and impactful marketing solution that delivers significant benefit and optimizes their client experience.At ease cultivating executive-level relationships, I am expert at articulating the value proposition to both internal stakeholders and external clients. I leverage excellent communication skills to effectively present ideas that improve our competitive position.I am energized by working within a fast-paced, dynamic environment and can pivot seamlessly between strategy formation and campaign execution to drive projects to successful completion. Highly focused on benefit generation, I thrive working both independently or collaboratively to identify opportunities for business growth, revenue generation and process efficiencies.
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