Ariana Crockett

Experience

• Product Marketing Manager, Growth · Wavely App | Boss Zhipin - Kanzhun Limited (NASDAQ: BZ)05-01-2022 – 04-01-2023

  Recruitment/HR Tech Startup: AI-Matching, Chat-based, Job Board Platform & Mobile App | Employers/HR & Talent (B2C, B2B, Enterprise) ● Executed Wavely App’s U.S. entry messaging strategy (subsidiary of Boss Zhipin (BZ), driving 500K+ app installs on iOS & Google Play, through ongoing competitive analysis, market research, and experimentation to validate messaging (pain points + desires) per user segment & vertical ● Led full-cycle product launches, product launch plans of messaging, positioning, managing cross-functional stakeholder execution, and tracking launch KPI metrics to achieve goals of adoption, engagement, revenue growth, retention, and new user acquisition ● Produced all sales enablement materials including; pitch decks, case studies, white papers, demos, & webinars, crafting tailored product value messaging per enterprise audience segment & vertical, improving enterprise conversions by 22% & reducing sales cycle length ● Launched a PLG pricing strategy model that enabled user transitioned B2B freemium users to premium account upgrades kick starting the Wavely's first substantial revenue stream from B2B SMB/ Enterprise segments ● Led a $10M 360 campaign with Sales across four U.S. cities, increasing regional brand awareness and user growth, integrating field research into paid ads, OOH Ads, regional industry events, regional partnerships, and sales collaborations surpassing acquisition, MQLs & ROI KPIs exponentially ● Conducted user interviews & presented customer feedback, stories, & attribution data for $10M marketing spend, successfully influencing product roadmap prioritization for app/web signup flow improvements, revealing the cost per step (drop-off) of signup flow & lead capture forms ● Led AI-Ontology framework project with Data, Engineering, & Product teams in developing and launching AI match feature for skill/job matching, improving B2B internal referrals, employer & talent total daily matches, user retention, and increasing daily two-way chat

• Senior Growth Marketer, B2C, B2B User Acquisition · Wavely App | Boss Zhipin - Kanzhun Limited (NASDAQ: BZ)10-01-2021 – 05-01-2022

  ● Owned end-to-end execution of multi-channel paid ad campaigns & experiments, managing and optimizing a $500K quarterly marketing budget for B2B & B2C digital marketing campaigns (all stages of funnel) across Google Ads, Bing, LinkedIn, Facebook, YouTube, TikTok, X, Reddit, Apple Search, UAC, & OOH ● Exceeded B2B MQL targets by 12-16% QoQ by analyzing historical attribution data on Mixpanel, Google Analytics, Branch, Appsflyer, and Hubspot, to scaling of top lead generating channels, ads, messaging, graphics, CTA's, and landing pages per target audience and industry ● Implemented A/B testing process for B2B & B2C campaigns aligned with growth team KPIs per user segment and vertical, that revealed each audience's top converting channel, campaign, graphic, copy, call-to-action, targeting parameters, & landing pages to drive user acquisition, app installs, leads ● Launched landing pages aligned with paid ads utilizing Hubspot, Unbounce, & Figma, and implemented top converting messaging per audience & vertical, achieving a 200% increase in MQL lead generation, and a 23% reduction in cost per lead (CPL) averaging across all paid B2B channels ● Boosted user acquisition by 810% & slashed average acquisition cost by 26.5% in 4 mo. by applying significance sampling system to experiments, identifying underperforming campaigns to pause to scale top converting ads within ad group, improving engagement, conversion rate, and CPA ● Launched B2B & B2C reengagement Customer.io emails, SMS, in-app, & push notification campaigns that improved retention (DAU & MAU) by including tailored messaging & launch communications based on historical conversion data per cohort and industry with ongoing A/B testing

• Growth Marketing Manager · Anderson Real Estate Group04-01-2020 – 04-01-2021

  ● Overhauled sales enablement pitch decks for sales team, boosting YoY average commission rate 100%, from 3% to 6% per sale in 3 months by creating variations with tailored messaging & positioning for pain points & desires per unique customer segment ● Implemented advanced omni channel strategies for lead nurturing utilizing marketing automation tools including HubSpot, Salesforce, and Marketo, increasing lead-to-opportunity rates by 40% and 25% growth of sales qualified lead generation (SQL)

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