Branding & Messaging,
Marketing Strategy,
Lead Generation

Full-service marketing executive specializing in  helping find, form and deepen real connections with people who love your brand.

Background

Marketing, Product & Technology Executive

Over 25 years of experience building successful customer-focused brands for tech-centric companies and building long-term marketing plans to attain strategic imperatives. Zane’s passion for branding and driving demand through modern marketing technology tactics and methodologies has fueled his success to date. He is recognized within the industry for building strong brands, driving revenue, improving ROI, and exceeding sales goals. He uses compelling analytical insights to build horizontal and vertical commitment to strategic imperatives, and executes resulting plans end-to-end.

Currently Vice President of Marketing at Qrvey headquartered in Washington, D.C., Zane has also held executive positions at Ecrion Software, Embarcadero Technologies, Autoweb and Kelley Blue Book.

Skills

Core Professional Competencies

Marketing Strategy

Creating an end-to-end online strategy that unites marketing across channels while reaching the right segments with the right message at the right time.

Branding & Messaging

Communicating the value proposition in a way that makes buyers relate by inspiring, persuading, motivating, and ultimately converting them.

Traffic & Awareness

Marketing strategically across multiple channels to maximize reach and create a reliable sales pipeline in an efficient manner.

Demand Generation

Bringing in qualified, in-market leads that convert by tying the marketing strategy to advanced analytics to create actionable insight.

Reputation & Relationships

Focusing on customer engagement to improve marketing reach and ROI, resulting in greater brand awareness, making it easier to attract new customers.

Product Management

Understand and communicating with the customer leads to an improved product, more efficient development, increased sales, and higher retention.

Endorsements

What People are Saying

"Zane is a marketing powerhouse. He has strong business skills with a keen sense of consumers, markets and opportunity."
- Michael Swindell, COO @ Embarcadero
"Zane is a rockstar and he has a keen awareness for sniffing out business opportunity."
- Jeffrey Schwartz, CEO @ Autoweb
"No one understands the processes behind driving cost-effective, high value traffic better than Zane."
- Jeffrey Coats, CEO @ Autobytel
"We wouldn't have been able to achieve our continued success without Zane's participation, support and leadership."
- John Capano, SVP @ Wunderman
"Zane is one of the rock star leaders that can do it all. If you are looking for someone who can just get stuff done in the online marketing space, look no further than Zane."
- Grant Leathers, CIO @ SC Fuels
"Zane is adept at maximizing revenue while reducing costs. The success of his initiatives reduced our dependence on third-party leads and positively impacted our bottom-line."
- Amit Khotari, Partner @ KLBA
"Zane's experience in marketing is surpassed by very few. He understands analytics and how to leverage it to drive revenue."
- Jennifer Glover, CMO @ Local.com
"Zane is a sponge for new information, analytic and organized. He is quite immersive in his areas of expertise and anyone who works with him is learning new things everyday."
- Kevin Wagoner, Partner @ Balboa Digital
"While at ABTL, Zane's teams were building both ecommerce and driving (inventing really) the early days of SEO and SEM to drive customer acquisition. Highly recommended. "
- Matthew Mahoney, SVP @ Booker
"As the leader of the marketing teams, Zane achieved impressive results. I wouldn't hesitate to recommend Zane as he is a true asset to any organization he joins."
- Gary Leek, CTO @ Autobytel
"Zane is a talented leader who is very market-aware and works extremely well across the organization. "
- Rick Szatkowski, VP @ Business.com

Stories

Case Studies

Enabling a Merger

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Managing a Merger

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Conversion Optimization

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Marketing Analytics and Operations

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Optimizing Partnerships

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Reacting to Market Research

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New Product Launch

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Rebranding a Legend

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Optimizing Resources

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Education

Degrees and Certifications

Experience

Roles and Accomplishments

Qrvey
Vice President, Marketing
Washington, D.C.

Brought onboad to develop the Go-to-Market strategy for an innovaive product in the enterprise analytics and business intelligence space. Responsible for branding, positioning and messaging strategies, creative direction, and top and bottom-line growth.

Ecrion Software
Vice President, Global Marketing
Washington, D.C.

Brought in by the CEO to transition the company from an SMB document production tool to an enterprise-level communications and engagement platform. Responsible for branding, positioning and messaging strategies, creative direction, and top and bottom-line growth.

L.E.K.
Strategic Marketing Consultant
San Francisco, CA

Retained to evaluate and make recommendations on a digital acquisition target for an S&P 500 company. Analyzed existing marketing and acquisition processes with an eye toward sustainability, unique strengths, weaknesses and overall risk. Evaluated lead generation capabilities across channels against industry averages and participated in the creation of a forecasting model based on historic trends, channel mix, and optimization assumptions for the blended enterprise.

Sprink
Strategic Marketing Consultant
Sao Paolo, Brazil

Developed an integrated digital marketing strategy for the largest safety, environmental and health engineering company in Brazil. Analyzed existing lead generation activities and results, as well as the competitive landscape, and developed a go-forward strategy consisting of a mix of earned, owned and paid media with an emphasis on maximizing efficiency and increasing market presence.

Salsa Labs
Vice President, Marketing
Washington, D.C.

Recruited to build branding and drive sales for a leading B2B SaaS CRM in the nonprofit space. Worked directly with the CEO, VP of Sales and VP of Product to maximize results.

Embarcadero Technologies
Vice President - Digital Marketing and eCommerce, U.S. and EMEA
Austin, TX

Retained by COO to lead digital and product marketing for U.S. and international markets. Drove growth that directly led to the company's $425 million acquisition by Idera Software.

Autoweb/Autobytel, Inc.
Vice President, Digital Marketing and Operations
Irvine, CA

Led the marketing, product, development, and analytics teams for B2B and B2C products. Directly accountable for demand generation, conversion, ad publishing and lead revenue targets (full P&L responsibility).

Copyright 2021 Zane Rathwick