Maryann Werner | Product Marketing Leader | Work Portfolio

Maryann is a Product Marketing Leader, overseeing release and launch marketing, content development, and brand strategy.
The purpose of this deck is to show her creative process, approach to marketing initiatives, and examples of work. This should be used as an extension of her resume. Enjoy!

1. Work Portfolio MARYANN WERNER PRODUCT MARKETING | CONTENT | BRAND

2. What’s Inside Introduction Portfolio & Product Marketing Content Generation Strategy and Enablement Accolades and Recognitions MW Quick Tip: The purpose of this deck is to show my creative process, approach to marketing initiatives, and examples of my work. This should be used as an extension of my resume. Enjoy!

3. Hi, I’m Maryann! I’ve always thought of Marketing as the creative side of business, one that highlights the end-user, builds experiences, and taps into human psychology. As a Product Marketing leader, my role is in developing competitive messaging and positioning for complex SaaS products and offerings . I bring over 8 years of experience in bringing product to market, captivating audiences with creative design, and analyzing trends. I bring a unique perspective to research buyers, understanding habits, and processing data. I’ve managed employees, stood in as acting Marketing Director, and excelled as a project leader for hundreds of initiatives. MW

4. Metrics & Skills 22 messaging and positioning guides 18 Product and solutions managed $120,000 i n marketing budget managed 1,500 follower increase in 6 months 36% increase average page view 270 + content pieces developed $750,000 in revenue attributed following product launch 450 Live audience members presented in front of 40 + i nterviews with C-Suite executives Adobe Creative Cloud Aha! Product Management Platform Figma GoToWebinar Highspot Hubspot & Marketo Influitive Customer feedback LinkedIn Ads Manager Google Analytics & Power BI Pendo Reprise demo platform Salesforce Sitefinity CMS Smartsheet WordPress Clifton Strengths Finder: Positivity, Discipline, Developer, Achiever, Learner MW

5. Messaging & Persona Development Message house template, Sirius Decisions Messaging Template Product/Solution Area: : iCIMS Text Engagement, Digital Assistant, Video Studio, Talent Cloud AI; CCG Analytics Data Security and Compliance, Professional Services; Cloud Strategy, Migration, Optimization, and Managed Services Personas: CHRO, VP of Talent Acquisition, COO; IT Buying Office, <1B in Revenue Overview: Typically performed over 20 hours of research, interview four technical leaders, two sales executives and one customer. These message houses are developed to ensure consistent and consolidated messaging across departments within the organization. Also, to update competitive analysis, differentiators, proof points, bill of materials, and fuel initiatives in sales/marketing departments. Roles: Owner | Writer and editor | Research & developer Sections may include: A udience isolation & BANT Benefits B uying office context – Challenges, buying roles, lexicon Description Elevator pitch I ntent – Demand type & buying scenarios V alue proposition – Need, outcomes, differentiators In flection points by buying stage N arrative elements – Proof points, market stats, Content – Testimonials, case studies, longform & short form content MW

6. Product Launches and Releases Managed launch of 6 net new products or offerings, and orchestrated 4 seasonal releases across all iCIMS portfolio of products (12+). Seasonal launch process includes: Define launch goals, stakeholders, and is/does of product/ features Establish go-live date and project plan Gather stakeholders, share goals, project plan and previous feedback Identify new features and enhancements (via Aha! & Product Ops); write highlights, value statements, availability, customer inspired product tag, alignment to business challenges, and product screens Record video overviewing value props, and messaging for features Formulate release theme or campaign messaging - gain approvals Research market trends, consider time of year, evaluate competition Write content like messaging/ highlights document, promo video script, blogs, email messages Collaborate on campaign images and messages Review bill of material updates from PMMs Develop content for partners Edit Communications Collaborate with enablement Partner with Customer Marketing for Influitive challenges, in-platform surveys, and Ask-Me-Anything Sessions, present in webinars Oversee launch, engage with customers, report on findings MW

7. Product Strategy & Roadmap | Competitive Intelligence CI resources created: C ompetitive matrixes, sales narrative/talking points, objection handling sheets, battle cards, RPI/analyst responses CI harvest of information using: First person interviews, Salesforce reports, Gong calls, Win/Loss platform (Clozd), Customer surveys, Sales/product team and executive interviews, and keyword analysis Sample competitive matrix for TA competitors using AI (Blurred for confidentiality) MW Overview: Partnered with iCIMS SVP of Product, Product Operations, Sr. Dir. Product Marketing, and 5 Portfolio Directors to establish a new, consolidated Product Strategy and Roadmap deck. Initiatives: Introduced new slide template, customer-inspired features, business challenges alignment, availability (EMEA/NA), strategy investment alignment, and requirements for product screens. Strategy and roadmap re sources created include: Roadmap template recommendation Project plan and calendar Competitive analysis: Releases and Roadmap Marketing leadership recommendation deck Sales enablement & distribution plan Sales enablement presentation Highspot webpage

8. Customer Intelligence for Retail Product Launch Overview: CI for Retail is an analytics platform designed for mid-tier retailers and restaurants. This plan documented content development, advertisement, email campaigns, measurements, and logistics plans associated with the launch of the product. Roles: Co-author & editor | Individual project lead Product Marketing Plan MW

9. Webpages iCIMS Webpages: Talent Cloud AI Professional Services Text Engagement Digital Assistant Video Studio Attract and Engage Solution CCG Analytics - Industry Webpages: Retail, Restaurants, and Hospitality Professional Services Financial Services (Banks and Credit Unions) Manufacturing and Industrials CCG Analytics - Solution Pages: Cloud Strategy, Optimization , Migration , Managed Services Architecture and Engineering Information Management Visualizations and Storytelling Data Science and AI Data Governance Data and Analytics Strategy Role: Research & Development | Copy Writer | Editor Development Process Interviewing technical leaders, business executives, and customers Leveraging knowledge from involvement in industry-specific organizations and conferences like American Marketing Association, ShopTalk, and RetailExpo Using insights from development of customer success stories like PSCU, Healthesystems, Racetrac, vineyard vines, Rooms To Go, and Bagel Brands. Formatted copy to show Hook (inflection points) Examples (technical use cases, methodologies, and capabilities) Proof (customer success and market metrics) Outcomes (content) MW

10. Product Marketing Activation ShopTalk Conference Overview: A part of the promotion for CI for Retail product launch, CCG attended ShopTalk, a retail conference in Las Vegas, NV. CCG had a 20’x20’ exhibit booth, 10 employees attend, hosted a speaker presentation, and put on 3 business development events at the show. I coordinated all logistics and merchandise, collaborated with PR Liaison and partners at vineyard vines, worked the booth for 2 days and ran post-event read outs. Highlights: Strategic brand partnership, event logistics, marketing analytics, social media lead, lead development Role: Team Lead | Event Attendee | Individual Event Owner (x3) MW

11. Case Studies Development Process: Share questionnaire with project owner and technical leaders Questions include things like initial customer challenges, “wow factor”, solution overview, ROI metrics Research company and pull main information on their industry and company overview Interview stakeholder Harvest (and scrub) project sample Write story and incorporate metrics and quotes Seek approval, publish, and syndicate core message into other formats such as blogs, standalone quotes, and social media posts. Work samples: Kforce Accelerates Analytics Adoption in Just 6 Weeks with CCG VyStar Credit Union Prepares for $10B Milestone with CCG’s Data Governance Program MW

12. Videos & Webinars Experience with: Virtual event strategy and execution Webinar moderation Explainer (animated) video script writing & design Client interviews (live & recorded) Live stream Script writing & speaker coordination Post-production script editing Video editing (Adobe Premiere Pro & Animaker) Role: Interviewer | Moderator | Project Lead | Content Strategy Owner Examples: What’s New in iCIMS 2024 Summer Release? Inspire Actions with Analytics Insights ft. Visier Analytics Using Data Quality to Gain an Edge How to Harness Business Value from Data Science: CCG’s Data Science Solution Overview MW

13. Gated/Long-Form Resources Development process for eBooks, whitepapers, assessments, and other gated resources: Evaluate existing collateral. Is the topic covered elsewhere? Understand goal and target outcome (For ex. Brand awareness with X% increase in webpage views or 200 email addresses) Select topic which aligns to offer, Go To Market strategy, and thought leadership area Perform keyword analysis on topic area, understand competition for other resources, and sketch theme Develop outline, assign roles, and note ideal channels to promote Interview appropriate thought leaders, write copy and edit Promote work, record and analyze results within 30 days of launch Examples: - [Whitepaper] Steps to Effective Enterprise Data Science and AI - DIY Analytics Maturity Assessment - [Whitepaper] The Streamlined Approach to Enterprise Data Governance Role: Writer | Editor | Designer MW

14. Press Releases Role: Writer | Editor | Interviewer | Publisher Work examples: Product Releases - CCG Launches Customer Intelligence for Retail New Hires - CCG Elects Dan Rodriguez as Chief Revenue Officer Awards – CCG Recognized in Gartner’s Market Guide for Data Sciences and Machine Learning Service Providers Partnership News - CCG Enters Fiscal Year with Microsoft Gold Status Branding - CCG Rolls Out New Consolidated Branding Community Initiatives - CCG Reaches Record-Breaking Fundraising Total for AHA Heart Walk MW

15. Blogs Development Process Reference existing portfolio of topics and backlog Ask “what’s in it for the reader” Mark down the audience buying office and level Categorize the style like thought leadership, step-by-step process, news jacking, etc. Perform keyword research and source target terms Break content into lists, include section headers, quotes, and metrics to make it easier on the eyes to scan Include clear call to action Distribute on appropriate channels and encourage shares, comments, and views Role: Content Strategy Owner | Writer | Editor A few of my favorite blogs include; - Virginia Lawmakers Approve CDPA – Are you Ready to Meet Regulations? - How to leverage AI to create personalized experiences for customers - Unstructured vs. structured data – What’s needed for your data science initiatives? - Four Trends in Data and AI for 2021 - How Members First Federal Credit Union Overcame Hardship with Governance and Analytics MW Tips: View my most recent blogs on my website (Maryann-werner.com) under “Published Work”

16. Infographics/ Datasheets Examples: [Infographic] 7 Ways to Get Started with Self-Service Analytics [Datasheet] Data and Analytics Solutions for Financial Services [Datasheet] Visualizations and Storytelling Solutions by CCG [Learning Brief] Top 8 Priorities in Shifting to a Data-Driven Culture Role: Writer | Editor | Content Strategy Owner MW

17. People & Project Management Overview: My style of project management is collaborative, flexible, and empowers team members to be their own SMEs. I’m presentations, I like to ready my team with context, establish unified goals, share requirements and approval processes, and set then up for success with reminders and feedback loops. Project Briefs are the most common example of project management I leverage, along with trackers, and success metrics via tools like surveys, Smartsheets, Teams channels, and Martech platforms. Project management examples: - Smartsheet with task, owner, description, legal review - Content strategy overview and plans - Demand generation event and webinar brief(s) - Product launch checklist and dev tracker(s) - Sales enablement plans In addition to projects, I’ve managed a Senior Copywriter , Marketing Coordinator and Marketing Interns. Responsibilities included: Hiring & reviewing performance Salary & compensation communication Timecard & HR processes Mentorship & training Role: Project Manager | Writer | Developer | People Manager MW

18. Sales Enablement Campaign in a box: Cloud Service Provider Targeting existing customers with competitive messaging on a Cloud Service Provider (CSP) offering. Development process included: Q+A Sessions with sales team and technical leader Audience segmentation details and list Cloud Playbook and resource guide with: AWS vs Azure Battlecard Ways to Purchase Azure Infographic Six newly designed PowerPoint slides Call, email, and voicemail scripts Cloud messaging Persona Playbook Go To Market Vocab Guide and Offer List MW iCIMS Seasonal Releases - What’s New in iCIMS (Summer) Release Marketing/Comms theme and messaging readout Sales internal preview - Highlight selection review QBR/EBR slide decks Ask me Anything sessions with Product leader (internal & external) Frequently Asked Questions document Email messaging Highspot resource page MSFT Teams channel

19. Training Resources Marketing Department Resource Guide Overview: Between June and October 2020, three of my team members, including my boss and Chief Revenue Officer, left the company and two new team members with little Marketing experience joined the team. I developed a comprehensive Marketing Resource Guide, performed demos of relevant platforms, and detailed steps Hubspot and Salesforce overview Content Generation Processes and resources Lead Generation and Reporting Social Media and Paid Advertising Event Processes and Platforms Misc MarTech Overview MW Resources within this training guide included: Marketing Strategy and GTM Planning Department leader roles Public Relations and branding Agency and partnership overview Analytics Platform and resource overview Website optimization resources

20. Demand Generation & Marketing Operations Event Planning and Management Managed 25+ events including 3 conference appearances and 20 webinars Assigned roles, maintained schedule and performed daily operations for in person events Completed lead follow up process, qualification evaluation and Lead Management and Scoring Assisted in the calculations and processes for lead flow and point assignment within Hubspot and Marketo Developed qualification matrix for leads contingent on threshold, psychographic and demographic behaviors Experience in setting up Marketo and Hubspot-native forms on Sitefinity webpage connected to Salesforce connector for point processing Lead Organization and Follow Up Manually triaged over 250+ MQLs, determining follow up and assigning to appropriate owner Moderate comfortability with Salesforce processes, loading intel, and creating and analyzing reports. Operated website chat bot and sales phone line Email Marketing Mapped communication plan, identified content, composed messaging, and end-to-end pipeline process for visitors through sales qualified leads Established templates for inbound leads Developed workflows contingent on scenarios MW

21. Education & Volunteer University of South Florida | Muma College of Business Bachelor of Science in Marketing American Marketing Association December 2016 J.W. Mitchell High School Magna Cum Laude | AP & Dual Enrollment Student | National Honors Society | Interact Club | Key Club | Tutor & Research Assistant May 2013 Volunteering: Active foster parent and child welfare advocate since 2022 Girl Scout Gold Award Recipient | 13 Years of Service 2,200+ Hours Volunteered across 46+ Organizations CCG Community Council Chair & Event Lead

22. MW Tampa Bay Chapter Member | 2017 – 2019 Chapter Liaison Event Volunteer University of South Florida Chapter | 2014 - 2016 VP of Professional Development Chapter Liaison VP of Event Planning Director of Marketing Week Case Competition Member Fundraising Member Volunteer Event Lead First Place – Regional Conference Marketing Competition | Nov 2014 – Little Greek Restaurant Semi-Finalist Case Competition | Jan 2016 – Hershey’s Ice Breakers Semi-Finalist Case Competition | Jan 2015 – Vitaminwater Outstanding Marketing Week 2015 American Marketing Association

23. Recognitions Mare Werner would be a fantastic addition to any team. In the three years I worked with her at iCIMS, she consistently demonstrated her ability to take on a variety of challenging projects and adapt to anything that came her way. Mare's versatility was evident in her handling of customer adoption initiatives, where she brought innovative ideas that drove engagement and success. She also excelled as a project manager, steering a major product launch with agility. Her leadership in taking our release program to the next level was particularly impressive, as she introduced new ideas that elevated the visibility of our customer-driven features. Mare’s collaboration style is both inclusive and adaptable , which makes projects flow smoothly, even when unexpected challenges arise. Her ability to easily and gracefully pivot in the face of change is a testament to her resilience and resourcefulness . When it comes to owning marketing for a product, Mare goes above and beyond. She dives deep into market research , conducts thorough competitive analysis, and makes strategic recommendations based on data-driven insights . Her attention to detail and commitment to understanding the market landscape ensures that her marketing strategies are always well-informed and impactful. I am confident that Mare’s skills, dedication, and innovative thinking will help take any team in any industry to the next level. She is not only a talented professional but also a great person to work with, and I wholeheartedly recommend her for any role she pursues. Rachel Morgan, Product Marketing Team Manager, iCIMS I had the pleasure of working with Maryann at iCIMS while she led marketing initiatives for products that I implemented. Maryann is an expert at understanding the customer's experience , honing on their hurdles, and speaking directly to how the products can support them. During release cycles, Maryann prioritizes product/feature awareness and training/education. She eloquently demonstrates solutions to small and large groups and speaks confidently to audiences at all levels. When partnering with Professional Services, Maryann is extremely collaborative, communicative, and a true pleasure to work with. I'd be excited to partner with Maryann again in the future and any company would be lucky to have her join their product marketing team. Kimberly Hoskings, HR/TA Tech Consultant, Former iCIMS Professional Services leader MW

24. Recognitions Maryann's aptitude for digital marketing has made her a very valuable team member in a very short time. Within her first full year at CCG, she elevated her capabilities from event coordination and content management to full administration and execution of digital aspects of our campaigns. I suspect that this trend will continue that Maryann will have an amazing career connecting with customers around the world.” – Jack Howard, Director of Business Development, Avanade Maryann is one of those rare "wise beyond her years" talents that I had the pleasure of working with for a few years. She became the heart and soul of our marketing team seemingly overnight. In part because of her ability to lead our inter-department content creation teams and demand generation programs. She's a constant learner, always curious but most importantly always adding that knowledge to her game. She has built, managed and created a content and digital marketing engine that executes at a level far beyond the resources for a company our size. She is planned, prepared and organized with an attention to detail that when coupled with her natural sense of accountability made her an invaluable member of our team. I look forward to watching her grow (FAST I expect) and working with her in the future. – Brian Rimes, Board Leader & Co-Founder, CCG I've had the pleasure of working with Maryann for the last two years. She is a great mentor and boss with constant willingness to go above and beyond and help out wherever needed. Her ability to creatively problem-solve and multitask is exceptional! Lucky to work on the same team as her! – Vanessa Begley, Digital Marketing Specialist, CCG MW

25. Thank you – Let’s Connect! [email protected] Linkedin.com/in/ maryannwerner www.Maryann-werner.com