Maryann is a Senior Portfolio Marketing Manager overseeing product 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
P R O D U C T M A R K E T I N G | C O N T E N T | B R A N D
SUMMER 2021

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 Sr. Portfolio Marketing Manager, my role is in developing competitive
messaging and positioning for complex data and analytics solutions.
I bring over 8 years of education and experience in bringing product to market,
captivating audiences with creative design, and analyzing trends. It’s one thing
to say you are data-driven, it’s another when you work for a cloud, data and
analytics company. 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
6 messaging and
positioning guides
2 persona
playbooks
$120,000 in
marketing budget
managed
1,500 follower
increase in 6
months
36% increase
average page view
250+ content
pieces developed
$750,000 in
revenue attributed
following product
launch
10X ROI on search
and display
35+ interviews with
C-Suite executives
• Adobe Creative Cloud
• Sitefinity & WordPress
• Google and Bing Ads
• LinkedIn Ads Manager
• Hubspot & Marketo
• Google Analytics & Power BI
• Salesforce
• Aha! Product Management Platform
Clifton Strengths Finder: Positivity, Discipline, Developer, Achiever, Learner
MW

5. Messaging & Persona Development
• Sirius Decisions Messaging Template
• Topic: Cloud Strategy, Migration, Optimization, and Managed Services
• IT Buying Office, <1B in Revenue
Overview: Performed over 20 hours of research, interviewed four
technical leaders, two sales executives and one customer. This
messaging framework was developed to ensure consistent and
consolidated messaging across departments within the organization.
Also, to update competitive analysis, differentiators, proof points, and
business outcomes.
Roles: Owner | Writer and editor | Research & developer
Sections within the Messaging Framework Include:
• Audience isolation & BANT
• Buying office context – Challenges, buying roles, lexicon
• Intent – Demand type & buying scenarios
• Value proposition – Need, outcomes, differentiators
• Inflection points by buying stage
• Narrative elements – Proof points, market stats,
• Content – Testimonials, case studies, longform & short form
content
MW

6. Customer Intelligence for Retail Product Launch
April 2019
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

7. 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

8. Webpages
Industry Webpages –
1) Retail, Restaurants, and Hospitality
2) Professional Services
3) Financial Services (Banks and Credit Unions)
4) Manufacturing and Industrials
Role: Copy Writer | Graphic Designer | Web Developer
Solution Pages –
1) Cloud Strategy
2) Cloud Optimization
3) Cloud Migration
4) Cloud Managed Services
5) Architecture and Engineering
6) Information Management
7) Visualizations and Storytelling
8) Data Science and AI
9) Data Governance
10) 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

9. 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

10. 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:
• Using Data Quality to Gain an Edge
• How to Harness Business Value from Data Science:
CCG’s Data Science Solution Overview
MW

11. 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

12. 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

13. 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

14. 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

15. People & Project Management
Overview: My style of project management encourages an
agreed-upon set of roles and responsibilities between parties,
but also gives enough context to goals, business alignment,
and department strategy.
Project Briefs are the most common example of project
management I leverage, along with trackers, and success
metrics via tools like Hubspot, Google Analytics, and other
Martech platforms.
Project management examples:
• Content Strategy Overview and Plan(s)
• Brand Architecture
• Demand Generation Event Brief(s)
• Offer Development Check List(s)
• Offer Development Tracker(s)
In addition to projects, I’ve managed 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

16. 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

17. 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

18. Demand Generation & Marketing Operations
Event Planning and Management
• Managed 25+ events including 3 conference
appearances and 15 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

19. Education & Accolades
Content Marketing Certification | Hubspot July 2020
Inbound Marketing Certification | Hubspot Mar 2020
Google Ads – Google | Sept 2017
Marketing Research – American Marketing Association | Oct 2016
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:
◦ Girl Scout Gold Award Recipient | 13 Years of Service
◦ 2,000+ Hours Volunteered across 46+ Organizations
◦ CCG Community Council Chair & Event Lead

20. 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

21. 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

22. Thank you – Let’s Connect!
•Maryannwerner2@gmail.com
•Linkedin.com/in/maryannwerner