Petra Adshead
Verified Expert in Marketing
Marketing Expert
New York, NY, United States
Toptal member since July 24, 2024
Petra is a multilingual B2B marketer with 20 years of experience driving strategic marketing initiatives, content marketing programs, and marketing operations across global markets in business and professional services organizations. She's skilled at translating business objectives into impactful marketing strategies and fostering cross-functional collaboration to maximize impact. Petra is based in New York City and has previously worked in the UK, France, and the Czech Republic.
Expertise
- B2B Marketing
- Content Marketing
- Digital Marketing
- Integrated Marketing
- International Marketing
- Marketing Communications (MarCom)
- Marketing Operations
- Marketing Strategy
Work Experience
Independent Consultant
Self-employed
- Audited HubSpot and Salesforce integration for a mid-size investment banking advisory firm, identifying key configuration gaps and optimization opportunities.
- Developed data strategy to enhance data hygiene, streamline integration, and surface marketing engagement insights for the business development group.
- Guided cross-functional implementation of data clean-up and process refinement, aligning marketing efforts with broader business objectives.
Vice President, Commercial Enablement
CIBT
- Led global revenue enablement and commercial effectiveness initiatives supporting 130+ commercial team members across 17 countries.
- Strengthened cross-functional relationships, improving alignment between the commercial team and key internal departments.
- Designed a dedicated commercial knowledge portal and internal communications strategy to support the transformation of the commercial function from local to global, with an enterprise-level client focus.
- Optimized the CRM system (Salesforce) to enhance user experience, management, and pipeline reporting by standardizing record types, naming conventions, required fields, and object relationships, as well as improving training and guidance.
- Redesigned a proposal library and developed toolkits to automate proposal management, including process maps, presentation templates, bid decision scorecards, and training kits.
Director, Marketing Acquisition
Sirva Worldwide Inc.
- Launched diverse acquisition programs, including product-centric strategies, social media campaigns, and executive roundtable series, to drive preference among mid-market and enterprise-level target accounts.
- Partnered with the sales operations team to redesign the lead management process and optimize the demand funnel.
- Led a post-merger integration of marketing programs, CRM, a marketing automation platform, and a corporate website.
Director of Global Marketing & Communications
BGRS (now SIRVA)
- Led a team of marketing professionals, progressively taking increased responsibility for global sales enablement and marketing programs, including marketing communications, content, product and digital marketing, CRM, and marketing automation.
- Repositioned thought leadership content and implemented integrated marketing initiatives to promote strategic topics, complex solutions, and advisory services to support a 6- to 36-month enterprise accounts sales cycle.
- Led a comprehensive brand repositioning project, from business case development to delivering approved brand strategy, identity, guidelines, website mockup, and digital assets.
- Acted as a global product owner for CRM (Salesforce) and led a comprehensive CRM redesign that resulted in over USD 400,000 in annual business efficiencies.
- Optimized marketing technology stack, led sourcing and implementation of a marketing automation platform (Eloqua) and a complete corporate website redesign and replatforming (WordPress).
European Programs Marketing Manager
Arkadin (now NTT)
- Delivered integrated marketing programs across eight countries in Western Europe.
- Developed and managed multiple marketing programs across field marketing teams, driving consistency with common campaign assets for effective adoption throughout the European market.
- Developed and implemented consolidated marketing performance reporting, including Salesforce reports, dashboards, and monthly executive reporting templates.
- Redesigned a digital customer onboarding program to leverage customer database data, automate, and harmonize to improve customer adoption and retention.
Marketing Manager
Brookfield Global Relocation Services
- Joined as the first marketing professional outside the US headquarters to support international expansion. I initially oversaw European marketing programs and later gained progressive responsibility for several global initiatives.
- Established a series of regional demand generation programs, including sponsorships, media relationships, localized content, and event programs, such as industry white papers or corporate roundtable series.
- Led the company-wide digitization of marketing communications. Migrated the marketing database to Salesforce, built a business case for marketing automation, and led platform sourcing, implementation, and bidirectional integration with the CRM.
Project History
Strategic Content Program Development
Repositioned thought leadership content and implemented integrated marketing initiatives to drive awareness and demand.
Repositioned thought leadership content to promote strategic topics, complex solutions, and advisory services supporting a 6- to 36-month sales cycle. Developed and implemented integrated various marketing initiatives, such as thought leadership, case studies, and go-to-market campaigns, to drive awareness and preference among enterprise-level buyers. Achieved an increase in demand generation, press coverage, and several industry awards.
Brand Repositioning and Website Optimization
Led a comprehensive brand repositioning and website optimization project, positioning the company for success in a shifting marketplace.
Led a comprehensive brand repositioning and website optimization project, from business case development to delivering approved brand strategy, identity, guidelines, website mockup, and digital assets. This project was built on a previously optimized marketing technology stack and led a complete corporate website redesign, including CMS replatforming, UX, UI, full content redesign, and CRM/MAP integration.
Comprehensive CRM Redesign
Redesigned Salesforce Sales Cloud CRM, resulting in more than USD 400,000 in annual business efficiencies.
Led a comprehensive Salesforce Sales Cloud redesign project, from business case development, scope design, professional services partner sourcing, and management to implementation, user adoption, and ongoing CRM enhancements. Improved platform utilization through business development, account management, proposals, pricing, and marketing, bringing in USD 400,000+ in annual business efficiencies.
Marketing Technology Management
Sourced, optimized, and managed marketing technology stack aligned to marketing and business objectives.
Sourced, implemented, integrated, and managed various marketing and sales enablement technology platforms, such as Salesforce Sales Cloud, Eloqua, Brightcove, ZoomInfo, Qvidian, Loopio, WordPress, Hootsuite, and Cvent.
Education
Professional Diploma in Digital Marketing
Institute of Direct and Digital Marketing - London, United Kingdom
Professional Postgraduate Diploma in Marketing
Chartered Institute of Marketing - London, United Kingdom
Diploma of Advanced Technician (BTS) in International Trade
CNED-Académie - Paris, France
Certifications
HubSpot Sales Hub Software
Hubspot
HubSpot Marketing Hub Software Certification
HubSpot
Human-centered Service Design
IDEO U
Revenue Lifecycle Master
Eloqua
Skills
Core
Marketing Strategy, Marketing Operations, Strategic Marketing, Digital Marketing, Content Marketing, Marketing Communications (MarCom), Marketing Automation, Market Research & Analysis, Social Media, Product Marketing, Content, Brand Strategy, Marketing Technology (MarTech)
Platforms & Tools
Eloqua, HubSpot, CRM Systems, HubSpot Marketing Hub, Marketo, Brigthcove
Other
B2B Marketing, Salesforce Sales Cloud, WordPress, Demand Generation, Commercial Enablement, Salesforce, International Marketing, Hootsuite, Zoom, Cvent, Revenue Operations (RevOps), Customer Experience, Customer Journey, Design Thinking, User Experience Design, Integrated Marketing, Integrated Marketing Communications (IMC), Marketing Management, Brand Management, Digital Strategy, Data-driven Decision-making, International business practices and protocols, Supply Chain Management (SCM), International Marketing Strategies, Financial Management, Website Redesign, Event Marketing, Vendor Management, Cross-functional Team Leadership, Brand Building, Rebranding, System Integration, Performance Optimization, Logistics, Sales Enablement
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