Building a Persona-Driven Demand Generation Engine
Company: Resonate
Role: Demand Generation Manager
Redesigned Resonate’s agency demand generation strategy by replacing broad, one-size-fits-all campaigns with persona-specific marketing programs tailored to six enterprise buyer groups. The initiative included 156+ lifecycle nurture emails, integrated paid media campaigns, and sales enablement resources, creating a scalable framework for full-funnel engagement and long-term growth.
Modernizing Marketing for Political & Advocacy Organizations
Company: Resonate
Role: Demand Generation Manager
Developed an always-on demand generation strategy for Resonate’s Political & Advocacy business, combining quarterly research reports, integrated campaigns, webinars, conferences, and current-events marketing to engage campaigns and advocacy organizations throughout rapidly evolving election cycles. The initiative established a repeatable marketing framework that kept messaging relevant while strengthening thought leadership and sales alignment.
Regionalizing Seasonal Demand for a National Brand
Company: Nokian Tires
Role: Digital Marketing Manager
Developed and launched a regional digital marketing strategy that transformed a national winter tire campaign into 16+ geographically targeted market campaigns, aligning messaging and campaign timing with regional weather patterns and consumer demand. The initiative delivered more relevant customer experiences while creating a scalable framework for future seasonal marketing efforts.
Engineering Innovation on Tour: Managing a Nationwide Trade Show Program
Company: Emerson
Role: Senior Integrated Marketing Specialist
Directed the coordination and execution of a 22-city nationwide trade show series showcasing Emerson’s engineering solutions, overseeing $2.4M in program investment, cross-country logistics for nearly 2 tons of technical equipment, venue and vendor management, and on-site event operations. The program generated 500+ qualified leads and contributed to more than $450M in sales-influenced pipeline.
Kayla Marthaler 