Jennie Sutherland

CHALLENGE
Marketing and sales data were fragmented across systems, limiting visibility into which prospects were most likely to convert. Sales teams lacked a consistent way to prioritize leads, resulting in inefficient follow-up and missed revenue opportunities.

SOLUTION
• Developed a predictive sales enablement tool in Salesforce that analyzed behavioral, marketing, and pipeline data to identify high-probability opportunities.
• Built executive scorecards and forecasting models that translated marketing and pipeline metrics into actionable insights for leadership, enabling more effective lead prioritization and stronger alignment between marketing and sales teams.

This created a data-driven lead prioritization system that gave sales teams clearer visibility into pipeline opportunities and enabled strategic collaboration between marketing and sales.

IMPACT
• Generated $50 million in qualified B2B pipeline within 90 days.
• Improved sales prioritization and pipeline visibility.
• Strengthened alignment between marketing and sales teams.
• Established a repeatable, scalable analytics framework.

CHALLENGE
There was a need to grow demand across multiple business degree programs in an increasingly competitive higher education market. Marketing efforts were fragmented across programs and channels, limiting visibility into performance and making it difficult to align strategy and maximize growth opportunities.

SOLUTION
• Led strategic planning across a portfolio of 10 business programs, aligning a 30-person marketing and communications organization around a unified full-funnel enrollment strategy.
• Refined program positioning and audience segmentation to clarify the distinct value of each program and better match messaging to target audiences.
• Implemented market research, SEO/SEM optimization, and integrated content and paid media campaigns to improve demand generation and conversion across the enrollment funnel.

IMPACT
• Doubled lead-generation targets across priority programs.
• Delivered more than 35% application growth across key segments.
• Contributed to improved national rankings and stronger market positioning.

• $20 Million — in Annual Marketing Cost Savings
• 20% — Reduction in Agency Spend
• 600+ — Global Marketers Trained on New Processes

CHALLENGE
Creative production and localization workflows were fragmented across multiple agencies, resulting in significant duplication in translation and transcreation processes. The lack of coordination slowed campaign execution and increased marketing costs across global markets.

SOLUTION
• Partnered with cross-functional marketing, procurement, and agency teams to streamline the global creative and production operating model.
• Consolidated translation and trans-creation workflows across agencies and implemented clearer governance and scope management frameworks to improve coordination and reduce duplication.

This created a more efficient global production model, accelerating campaign execution and improving oversight of agency workflows.

IMPACT
• Delivered $20 million in annual cost savings.
• Reduced agency spend by 20% through improved efficiency.
• Trained 600+ global marketers on the new model and workflows.
• Improved coordination across internal teams and agency partners.

• 10x — ROI Visibility
• 50% — Reduction in Monthly Marketing Reporting Preparation

CHALLENGE
Marketing channel owners inconsistently reported performance, creating fragmented visibility into results. Leadership lacked a unified view of marketing performance and enrollment drivers, making it difficult to prioritize investments, identify growth opportunities, and forecast enrollment outcomes with confidence.

SOLUTION
• Designed and launched a centralized marketing analytics function that unified reporting across channels.
• Established measurement frameworks defining which metrics each channel should track and how insights ladder up to enrollment outcomes.
• Built executive dashboards and a repeatable monthly reporting process that translated marketing data into clear strategic insights for leadership.

This created the organization’s first unified view of marketing performance and established a shared framework for data-informed decision-making.

IMPACT
• Standardized reporting across marketing channels.
• Enabled data-driven investment and enrollment strategy decisions.
• Received an invitation to present the framework at the AMA Higher Education Symposium, mentoring 100+ senior marketers.

Michigan Ross was preparing to expand executive education into the LA market, creating an opportunity to reach a new audience while maintaining alignment with the institution’s established brand. The challenge: introduce Ross LA into a highly competitive, saturated market while ensuring messaging resonated with West Coast audiences and remained consistent with the positioning and reputation.

Helped shape the messaging strategy, translating Ross’s institutional strengths - action-based learning, leadership development, and global reputation - into narratives designed to resonate with a new regional audience.

KEY CONTRIBUTIONS
• Creating launch deck and leading cross-functional coordination across stakeholders and agency partners, managing workstreams to ensure alignment and role clarity.
• Partnering with external agencies to develop branded environmental elements, including outdoor signage and interior design, bringing the Ross brand to life within the Los Angeles space.

Established a clear narrative by clarifying messaging and aligning cross-functional stakeholders and workstreams. This structure improved efficiency, reduced revisions, and set the foundation for a strong market introduction in 2026.