Marketing ExEcutive

Teresa
Percefull

“An idea can turn from dust to magic, depending on the talent that rubs against it.”
— William Bernbach
 

Executive Summary

Accomplished executive with extensive experience leading high-performing teams and driving strategic marketing and sales initiatives to improve brand visibility, increase market share, and enhance customer engagement across various industries. Proven success in developing and implementing integrated marketing strategies that align with business goals to deliver measurable ROI and optimize cross-channel campaigns. Skilled in managing multi-million-dollar budgets, negotiating vendor contracts, and ensuring the successful execution of high-budget campaigns.

NOTABLE CAREER ACCOMPLISHMENTS

  • Served as the acting Marketing Director for 8 months while in the role of Vice President of Customer Engagement. Responsibilities included executing digital and social media marketing plans, managing the onboarding and offboarding of brand agencies, providing strategic consultation to the Chief Growth Officer on marketing strategies, and conducting interviews for a new Marketing Director.

  • Received the ADS employee "Innovation" Award 2022 for executing targeted strategic email marketing campaigns.

  • Led the transition from traditional face-to-face seller appointments and a “Rolodex”-style relationship management process to interactive virtual tours, video conferencing options, digital asset management, social media templates and content for agents, and a robust CRM. This initiative helped reach more customers and provided agents with the resources to continue selling during COVID restrictions.

  • Created and implemented go-to-market advertising and public relations plans, successfully managing the openings of four new dealerships across North Carolina, Florida, Texas, and Illinois.

Expertise

  • Strategic Marketing Leadership

  • Brand Development & Positioning

  • Integrated Marketing Campaigns

  • Digital Marketing Strategy

  • Marketing Analytics & Performance Optimization

  • Content Creation & Storytelling

  • SEO/SEM & Paid Media Campaigns

  • Budget Management & ROI Analysis

  • Marketing Technology Integration

  • Stakeholder Engagement

  • Data-Driven Decision Making

  • Team Building & Leadership

 

Experience

Vice President, Customer Engagement | ADS, Inc., defense contractor

August 2022 – December 2024

Directed a team of 12-15 members in developing and executing high-impact strategies that optimized customer engagement and capitalized on key growth opportunities. Spearheaded initiatives in lead generation, sales optimization, and customer loyalty to ensure significant improvements in overall performance. Coordinated with cross-functional teams to evaluate and prioritize projects based on their potential to achieve long-term business goals and measurable outcomes.

  • Revamped and launched an innovative inside sales program incorporating advanced customer engagement techniques and foundational sales strategies, resulting in exceptional performance by new hires who surpassed sales targets.

  • Reengineered a program addressing post-order challenges, implementing targeted mitigation strategies that realized a 113% order resolution conversion rate and reduced internal error-related cases by 10%.

  • Drove lead nurturing efforts within the ADS pipeline, resulting in $6.9M to the overall pipeline and securing $1.5M in booked margin in 2024.

  • Implemented rigorous Salesforce data governance protocols, reviewing and validating over 3,500 accounts within three months, significantly improving account management efficiency, operational productivity, and sustained client engagement.

SR. Integrated Marketing Manager | ADS, Inc., defense contractor

January 2021 – August 2022

Established an Integrated Marketing team to bridge gaps between lead generation and conversions across inbound channels, including digital tradeshows, customer calls, and emails. Designed and executed lead nurturing strategies leveraging CRM data to create a cohesive, customer-centric communications approach, driving increased engagement and conversions.

  • Expanded the lead nurture channel pipeline, contributing $3.65M to the overall pipeline and $696K in booked margin in 2021.

  • Developed and executed targeted customer outreach programs for prospecting and re-engagement, generating $46K in booked margin.

  • Spearheaded the transition of customer loyalty services to the marketing department, introducing new processes for attribution, call triaging, and elevating the overall customer experience.

Marketing & Communications Director | The Dragas Companies, New Home BUILDER

March 2019 – January 2021

Recruited to develop strategic digital marketing initiatives on a $700k annual budget to enhance brand reputation and awareness, drive new business revenue, and advance philanthropic efforts at a residential real estate developer while managing a two-member team and four media partners and creative agencies.

  • Steered the execution of Lasso CRM and established an automated lead management process, streamlining customer engagement and boosting conversions.

  • Launched campaigns that increased website lead conversion rate by 18%, producing record-setting annual sales of $96.6M+.

  • Created an omnichannel marketing strategy with a significant focus on digital campaigns that elevated a struggling new community into a top-three-selling Hampton Roads property.

  • Ensured the development of a revamped website for Dragas Mortgage Company, resulting in a 28% rise in session duration and improved user engagement.

MARKETING DIRECTOR | CarLotz, Inc., Start-UP Car Consignment Company

February 2016 – March 2019

Planned and launched integrated multi-channel marketing campaigns to strengthen brand positioning, increase revenue, and generate qualified leads from new and existing customers. Produced compelling content to drive brand engagement and awareness while creating training materials and onboarding programs for new employees.

  • Created and managed million-dollar media budgets for eight retail locations.

  • Led digital, email, and social media campaigns for a regional sales event, achieving record-breaking single-day sales.

  • Revamped the corporate website, leading to a 75% surge in web traffic and significant improvements in lead conversions.

Web & Visual Media Manager | The Medical Society of Virginia, Physician Association

July 2011 – January 2016

Devised high-impact marketing materials to support organizational goals, including publications, websites, presentations, and videos. Liaised with stakeholders to design strategic planning tools, such as SWOT analyses, and crafted executive-level resources for senior leadership.

  • Enhanced the organization’s digital presence by managing 11 websites and implementing innovative social media strategies.

  • Directed a comprehensive website redesign, overseeing budget creation and leading contract negotiations.

  • Achieved $40K in savings through strategic contract negotiation initiatives.

Design & Interactive Specialist | Harris Williams & Co., Investment Banking Firm

December 2004 – June 2011

Devised high-impact marketing materials to support organizational goals, including publications, websites, presentations, and videos. Liaised with stakeholders to design strategic planning tools, such as SWOT analyses, and crafted executive-level resources for senior leadership.

  • Enhanced the organization’s digital presence by managing 11 websites and implementing innovative social media strategies.

  • Directed a comprehensive website redesign, overseeing budget creation and leading contract negotiations.

  • Achieved $40K in savings through strategic contract negotiation initiatives.

TECHNICAL SKILLS

  • MS Office Suite

  • Microsoft Dynamics 365

  • Lasso CRM

  • Salesforce, Salesforce Marketing Cloud, Pardot

  • Campaign Monitor

  • Adobe Creative Cloud/ Canva

  • Hootsuite

  • WordPress, Pimcore, Drupa, Squarespace

  • Meta Business Manager

  • Google Data Studio, Google Tag Manager

 

Education

Virginia Commonwealth University

BACHELOR OF SCIENCE, ADVERTISING DESIGN

Seth Godin’s altMBA

 

INTERESTS

  • Member of an All-Women Comedy Improv Group in Hampton Roads

  • Newest Member of a long-running TTRPG Group (Pathfinder/D&D)

  • Avid Reader of Fantasy Novels

  • Crochet & Crafting Enthusiast

  • Exhausted Owner of Two Mischievous Australian Cattle Dogs