Joe Reid
Verified Expert in Marketing
Marketing Expert
Dublin, Ireland
Toptal member since July 14, 2023
Joe is a digital marketing consultant with 12 years of experience, primarily with B2B SaaS organizations. He specialized in multiple disciplines, including UX, CRO, SEO, content marketing, SEM, paid social, and globalization at a Fortune 500 company. He also owned digital marketing end to end at several startups while working agency-side. Joe leverages this experience to deliver integrated and impactful digital marketing strategies and help organizations scale their digital marketing activity.
Project Highlights
Expertise
- Content Marketing Strategy
- Conversion Rate Optimization (CRO)
- Cross-functional Team Leadership
- Digital Marketing Strategy
- International Projects
- Lead Generation
- Search Engine Optimization (SEO)
- User Experience (UX)
Work Experience
Senior Manager | Digital Globalization
Salesforce
- Co-created a global tiering model for prioritization rolled out across the marketing organization, ensuring projects were right-sized and aligned with available resources.
- Identified and implemented improvements to global web pages and coordinated the international rollout of high-priority pages. Contributed to a significant increase in lead generation from product pages.
- Led the globalization and scale requirements for the new CMS and digital platform, shaping the product roadmap and user experience for internal and external customers and resulting in a 5x reduction in time to market for content globally.
- Managed regional deployment and adoption of the new digital platform and marketing campaigns.
Co-founder
Against The Tide Apparel
- Built and established a sustainable fashion brand and social enterprise.
- Grew the Instagram following to 2,400 followers organically in a niche market by focusing on values-based marketing.
- Generated six-figure sales with a high volume of repeat customers, of which 5% of revenue was donated to charity while educating our audience on sustainability issues with a particular focus on fast fashion.
Senior Digital Marketing Strategist | EMEA
Salesforce
- Devised customer journey frameworks and digital guidelines to enable regional teams to deliver integrated, cross-channel digital experiences. The solutions were adopted across EMEA, LATAM, and APAC.
- Established a research, testing, and optimization program for the EMEA web team, securing dedicated resources.
- Designed and tested a new demo experience that resulted in a globally upgraded demo experience.
- Achieved a 16% lead uplift and a 15% pipeline YOY.
SEO Marketing Manager | EMEA
Salesforce
- Led multiple globally impactful projects such as hreflang, Schema.org implementation, and SEO videos, improving the global search visibility of Salesforce.com.
- Developed some of the highest traffic pages on Salesforce.com, including "What is CRM?" and "What is Salesforce?" Ranked first for "CRM" on Google and won the featured snippets space.
- Achieved EMEA SEO traffic growth of 230% over four years, 37% YOY growth in the SEO pipeline, and a 35% ACV growth in the final year.
Online Advertising Specialist
Salesforce
- Restructured the UK Google Ads search account, creating a high-performing model that was later replicated across EMEA.
- Managed a seven-figure budget and delivered 35% of all leads to the UK sales team.
- Achieved record pipeline and an average pipeline to spend of 10x for pay-per-click (PPC) campaigns, exceeding targets.
Digital Marketing Manager
SiliconCloud
- Managed between 8 to 10 clients simultaneously, delivering full digital marketing programs for each.
- Planned and executed full digital marketing plans end to end, meeting and exceeding client lead generation targets.
- Managed all key accounts and doubled the contract value of our two largest clients.
- Leveraged multiple SEO tools and website crawlers (e.g., Screaming Frog) to drive results.
Project History
Product Page Optimization
https://www.salesforce.com/uk/products/sales-cloud/overview/Contributed to the redesign of product pages on Salesforce.com, delivering over 20% uplift in leads.
Leveraging data and insights from the regional markets, I made a number of recommendations that led to the successful redesign. The final design closely maps to my original sketches. The "Get the tools you need to sell faster and succeed now." section received the most positive feedback during user research. I proposed this to answer how customers can achieve the outcomes and benefits stated elsewhere on the page.
These pages have since been iterated further in the US with a dramatic reduction in page count—heavily influenced by my page performance insights from the regional markets.
SEO-focused Content Campaign
https://www.salesforce.com/crm/what-is-crm/Led the creation of several web pages that became some of the largest drivers of organic traffic to the Salesforce.com website, including "What is CRM" and "What is Salesforce."
Salesforce also did not rank anywhere for the term "What is Salesforce?" which meant we did not control the brand narrative. I led the team that created a series of articles designed to educate top-of-funnel prospects on the basics of CRM, Salesforce, and related topics to recapture search real estate for these highly searched terms.
We eventually ranked first for "CRM," "What is CRM," and "What is Salesforce," overtaking Microsoft, Wikipedia, and other major sites in the process. We also captured the featured snippets area and ensured our brand was highly visible on these business-critical SERPs.
The pages we created remain some of the most visible and visited organic channels on Salesforce.com.
Restructuring Google Search Ads
Delivered record pipeline from online advertising with a 10x pipe-to-spend ratio from Google search ads.
Education
Bachelor's Degree in Management and Entrepreneurship
Dún Laoghaire Institute of Art, Design and Technology (IADT) - Dublin, Ireland
Certifications
Google Ads Search Certification
UX Foundation Training
UX Design Institute
Skills
Core
Marketing Strategy, Web Marketing, Search Engine Optimization (SEO), Conversion Rate Optimization (CRO), Digital Marketing Strategy, Search Engine Marketing (SEM), Content Marketing Strategy, Lead Generation, Inbound Marketing, Digital Marketing, Google Ads, Marketing Communications (MarCom), Content Marketing, Social Media Advertising, Paid Advertising, Branding, Brand Marketing, LinkedIn Ads, Pay-per-Click (PPC), Google Paid Ads, A/B Testing, Email Marketing, Social Media Marketing (SMM), Display Advertising, Marketing Campaigns, Google Advertising, Sales, Software Sales
Business Models
Business to Business (B2B), Business to Consumer (B2C)
Platforms & Tools
Botify, HubSpot, Google Ad Manager, Adobe Experience Manager (AEM), Conductor, BrightEdge, Screaming Frog, Google Analytics
Technical
Google Search Console
Other
User Experience (UX), Cross-functional Team Leadership, International Projects, B2B Lead Generation, Growth Marketing, WordPress, Marketing Management, Management, Information Architecture (IA), Requirements, Enablement, Consulting, User Journeys, Website Traffic, Analytics, People Management, Team Leadership, Paid Search, Website Management, Training, Brand Development, Salesforce, Human Resources (HR), Promotion, Economics, Applications, Organizational Behavior (OB), Enterprise Content Management (ECM), Project Management, International Marketing, User Research, Split Testing, Programmatic Marketing, Sales Enablement, eCommerce, Entrepreneurship, Social Enterprise, Logistics, Web Analytics, UX Design, Roadmaps, SEO Consultant, Lifecycle Marketing
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