Marcus Shanks

Recruited to transform marketing operations for a $32M healthcare technology company specializing in patient recruitment and clinical trial solutions. Promoted from Digital Marketing Strategist to architect and lead enterprise marketing PMO. Built scalable marketing infrastructure from the ground up, directing $10M+ annual program portfolio and leading 9-person cross-functional team. Established marketing as strategic revenue partner to executive leadership, delivering record pipeline growth while maintaining zero-tolerance compliance standards across healthcare and pharmaceutical markets.

Strategic Leadership & Revenue Impact

• Generated $10.2M in qualified pipeline across B2C patient recruitment and B2B clinical trial solutions—44% of total enterprise deal flow and 164% of annual target
• Owned full P&L accountability for $10M+ marketing budget, optimizing resource allocation to improve program efficiency 32% while maintaining 96% client retention
• Reduced customer acquisition cost (CAC) 31% while improving lead-to-opportunity conversion 42% through funnel optimization and predictive modeling
• Drove 52% YoY growth in marketing-qualified leads with 43% improvement in lead quality scores, directly contributing to $8.4M in closed-won revenue
• Presented quarterly marketing strategy and ROI analysis to C-suite and board, securing approval for $3M budget expansion based on documented pipeline performance

Team Leadership & Organizational Development

• Built and scaled high-performing marketing team from 3 to 9 direct reports across demand generation, content strategy, and creative services—achieved 94% retention and developed 2 team members promoted to senior leadership roles
• Implemented performance management framework and quarterly development plans, elevating individual contributor performance 35% and reducing onboarding time 50%
• Hired, coached, and managed both individual contributors and senior managers; conducted bi-annual performance reviews and managed challenging terminations when necessary

Program Management & Operational Excellence

• Built comprehensive marketing PMO from zero, establishing governance frameworks and performance metrics that transformed ad-hoc campaigns into disciplined program portfolio
• Implemented Monday.com-based program infrastructure, reducing campaign launch time 40% and improving cross-team collaboration 45%
• Pioneered AI-driven workflow automation across campaign execution and lead scoring management, boosting team productivity 38% and delivery velocity 35%

Healthcare Compliance & Risk Management

• Directed 120+ FDA, HIPAA, and GDPR-compliant marketing programs across U.S., EU, and LATAM markets with zero regulatory violations or compliance issues
• Established enterprise-grade compliance governance framework that reduced legal review cycles 45% while maintaining rigorous quality standards and accelerating speed-to-market
• Built real-time KPI dashboards in GA4, Tableau, and HubSpot, providing executive leadership with transparent visibility into program ROI, pipeline contribution, and compliance metrics
• Negotiated and managed $2.8M in strategic vendor partnerships, achieving 22% cost reduction in media spend while expanding programmatic and ABM capabilities

Account-Based Marketing & Enterprise Growth

• Designed and executed ABM strategy targeting 40+ enterprise healthcare accounts, generating $4.6M in pipeline and achieving 38% account penetration rate
• Partnered with sales leadership to develop account-based plays for top 25 pharmaceutical and CRO accounts, contributing to $6.2M in closed enterprise deals
• Orchestrated multi-touch, personalized campaigns that reduced enterprise sales cycles 28% and improved win rates 24% for strategic accounts

Led digital transformation and full-funnel marketing strategy for portfolio of 15+ SaaS and healthcare technology clients across U.S. and Latin American markets. Architected integrated growth programs combining ABM, product-led growth, and lifecycle marketing to drive predictable revenue and accelerate market adoption. Managed cross-functional teams of 12+ spanning marketing, product, design, and engineering.

Revenue Growth & Product Marketing

• Designed and launched go-to-market programs for 15+ SaaS and digital health platforms, generating $6.4M in new pipeline and 52% average ARR acceleration for client portfolio
• Spearheaded product-led growth strategies that improved activation rates 48%, increased product adoption 55%, and reduced time-to-value 35%
• Built ABM frameworks for 35+ enterprise accounts, producing $4.2M in qualified opportunities and achieving 32% enterprise win rate
• Partnered with product teams to optimize positioning, messaging, and pricing models—drove conversion rate improvements of 58% and increased retention 38%
• Integrated predictive analytics and AI-driven lead scoring that shortened enterprise sales cycles 27% and improved sales-marketing alignment 40%

Operational Excellence & Analytics Leadership

• Managed and optimized $3.2M+ in annual client program budgets, consistently delivering measurable ROI of 4:1 or higher across all engagements
• Built comprehensive analytics infrastructure in Power BI, Looker, and Tableau, providing clients with real-time revenue attribution, engagement metrics, and predictive forecasting
• Established subscription optimization frameworks and customer segmentation models that improved MRR predictability 42% and expanded upsell revenue 34%
• Led distributed international teams across 4 time zones, implementing agile workflows that increased delivery velocity 32% and improved project on-time completion rates to 96%

Healthcare Marketing & Regional Expansion

• Directed brand-to-market launches for 8+ healthtech solutions across U.S. and Latin American markets, adapting strategies to diverse regulatory environments
• Developed localized marketing playbooks for international healthtech clients, balancing U.S. compliance standards (FDA, HIPAA) with regional market requirements in LATAM

Directed comprehensive go-to-market strategy and growth marketing for B2B SaaS platform serving financial services markets. Led product positioning, launch execution, lifecycle marketing, and customer success programs to drive sustained subscription growth across enterprise and mid-market segments.

SaaS Revenue Growth & Product Strategy

• Architected GTM strategies for 5 major product releases, coordinating cross-functional efforts across sales, product, and marketing to deliver 58% ARR growth and $2.1M in new recurring revenue
• Defined feature positioning, competitive differentiation, and pricing strategies that accelerated enterprise adoption 42% and increased expansion revenue 33%
• Launched customer success and onboarding programs that reduced churn 24%, improved net retention to 112%, and increased customer lifetime value 38%
• Deployed predictive churn modeling and upsell forecasting, informing product roadmap decisions and improving expansion revenue predictability 45%

Marketing Operations & Revenue Attribution

• Built unified CRM and marketing automation infrastructure, integrating Salesforce and HubSpot to connect marketing activity directly to revenue outcomes
• Reduced customer acquisition cost (CAC) 34% while improving marketing-influenced pipeline by 47% through enhanced attribution and funnel visibility
• Developed executive dashboards linking campaign performance to revenue, establishing marketing as accountable revenue driver
• Implemented scalable lead scoring and nurture automation that increased conversion efficiency 48% and shortened deal cycles 22%
• Partnered with engineering and product management to ensure cohesive messaging and positioning from launch through customer adoption

Managed high-pressure live broadcast projects for the NCAA, PGA, NFL, and Olympic events. Transformed complex sports data into compelling real-time narratives that strengthened audience engagement and supported flawless national broadcast delivery.

• Improved broadcast turnaround speed by 40% through workflow optimization and faster validation protocols for live data feeds
• Enhanced viewer engagement by integrating advanced analytics into broadcast commentary, deepening fan connection
• Trained and managed production teams of 5+ staff, reducing error rates by 35% during high-stakes live events
• Coordinated technical teams and troubleshot analytics delivery under strict deadlines, ensuring flawless execution