Liza Cichowski

Experience

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  Eyeota

  Fractional Product Marketing Director

  Feb 2022 - May 2023

  Brands and agencies leverage Eyeota's audience data platform to enrich insights, enhance personalization, and transform omnichannel targeting.

  • Product Marketing – Built the product marketing department by and creating new systems and processes for launching new products and features
  • Product Collaboration – Organized the product roadmap and worked with product team to become more coordinated and aligned
  • Messaging and Positioning – Created a standard way to approach messaging, beginning with identifying target personas and creating value-based messaging to reach them across touchpoints
  • Sales Collateral – Created a library of pitch decks, case studies, sales guides, playbooks and thought leadership materials across product sets
  • Customer Research – Conducted a customer research study that included interviewing dozens of customers to learn more about their challenges and how Eyeota could help them overcome them
  • Result – The product marketing program led to Eyeota adding 25 customers and achieving annual revenue of $23M per year
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  Nextdoor

  Product Marketing Consultant

  Mar 2021 - Aug 2021

  Nextdoor is hyper-local social networking platform for neighbors to connect with one another.

  • Sales and Content Audit – Analyzed Nextdoor’s B2B sales library and discovered that the company’s messaging did not fully communicate why enterprise brands would benefit from advertising on the platform.
  • Messaging – Identified three new narratives and created new, streamlined messaging that wove Nextdoor’s value propositions into stories that resonated with clients.
  • Sales Content – Incorporated messaging in revamped pitch decks, sales scripts, FAQs, how-to materials, and one-sheeters. The revised collateral enabled the sales team to speak more concisely and with one voice about Nextdoor’s value in the market.
  • Results – The program led Nextdoor to close deals with two national retailer clients, reduce churn by 15%, and increase spend on the enterprise ad platform by 10%.
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  Stack Overflow

  Product Marketing Consultant

  Sep 2020 - Aug 2022

  Stack Overflow is the largest, most trusted online community for developers to learn, share​ ​their programming ​knowledge, and build their careers.

  • Content Development – Built a strategic library of content that Stack Overflow could use across their online channels, including 6 ebooks, 3 webinars, and dozens of blog posts;
  • Demand Generation – Content generated hundreds of new leads with a paid social campaign on LinkedIn that had an average 9% conversion rate. The email campaign drove 1,000+ new subscriptions to the weekly newsletter
  • Website Relaunch – Wrote copy for relaunch of https://stackoverflow.co/advertising/. Developed SEO strategy, calls to action and advised on design optimization to attract target audiences
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  Markerr

  Fractional Product Marketing Director

  Jul 2020 - Dec 2022

  Markerr distills mountains of data to source, verify and build the most powerful analytics, arming real estate teams with the information they need to prioritize deals and forecast with confidence.

  • Company Messaging and Positioning – Led workshops with the executive team to develop company's mission, vision, and values.
  • Product Messaging and Positioning – Wrote product value propositions, benefits statements and elevator pitch
  • Sales Content – Created a library of sales materials, website copy, competitor battlecards, blog posts to arm the sales teams with compelling materials
  • Demand Generation – Created email campaigns, newsletters and white papers to continuously drive awareness
  • Results – The email campaign drove hundreds of new leads. In addition, LWM developed a long-term content strategy and editorial calendar for a steady flow of lead generation contributing to 95% annual recurring revenue and 140% net retention
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  Integral Ad Science

  Fractional Product Marketing Director

  Sep 2018 - Feb 2019

  Integral Ad Science analyzes the value of digital advertising placements, addressing issues around fraud, brand risk, and media quality across channels.

  • Created buyer personas, value propositions and benefits statements
  • Revamped core sales materials with new narratives and messaging
  • Conducted in-depth research and analysis of three major competitors
  • Designed sales training program
  • Revamped internal and external newsletters
  • Designed and implemented new product launch process and trained marketing team
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  Unified Social

  Head of Product Marketing

  Oct 2017 - Jun 2018

  Unified's analytics platform helps brands and agencies bring their social media performance data together in one platform.

  • Led company’s first Product Marketing Department; Developed messaging, positioning, value propositions and sales packages to drive valuation leading to the company being bought by I Heart Media..
  • Customer Personas – Defined target customer segments and strategized how specific solutions map to personas and ideal client profiles.
  • Competitive Sales Training – Researched 3 main competitors and trained the sales team, leveraging battle cards and webinars to prepare them for handling objections
  • Product Team Collaboration – Created feedback loops and implementation strategies for product and feature launches, case studies, client testimonials.
  • Creative Oversight – Managed design team, providing direction for the look and feel of all assets.
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  Criteo

  Director, Product Marketing

  Mar 2016 - Sep 2017

  Criteo helps advertisers, retailers, and publishers activate and monetize audiences

  • Led strategic messaging, sales enablement and awareness among new and existing clients, resulting in 20% lift in incremental sales and 90% client retention.
  • Go-to-Market: Created buyer personas, value propositions and benefits statements; Drafted messaging for use across global marketing programs
  • Product Launch – Led a cross-functional product rollout team, comprised of product managers, sales directors, account managers and regional field marketers to drive international product launches
  • Sales Enablement: Strategized and designed pitch decks, sell sheets, presentations, white papers, case studies, FAQs and videos to arm the sales team with persuasive collateral
  • Customer Strategy: Provided segmentation strategy and resources to regional field teams, enabling them to manage local campaigns
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  AppNexus/Xander

  Head of Product Marketing

  Jan 2013 - Nov 2015

  AppNexus was a data and audience analytics platform for for large-scale digital publishers. The company was sold to AT&T and sold again to MicroSoft.

  • Tripled revenue, doubled client roster and maintained 90% customer retention by creating and executing a marketing plan for external and internal communications, sales development, branding and product marketing initiatives.
  • Messaging – Worked with Executive Team to write company positioning, mission, vision, value propositions, elevator pitch, boilerplate and other key messages
  • Product – Directed product launches, created product- and feature-specific collateral and planned webinars; Differentiated product offerings by identifying product sets and audience pain points.
  • Communications – Hired PR firm and tripled the amount of company media coverage in industry trade publications, placed multiple bylined articles, booked speaking opportunities and ensured market engagement through social media channels.
  • Customer Advisory Board – Launched and led company's first Customer Advisory Board; Grew membership from 12 to 200 through strategic communications and events