Nell Lanman

About

With a concentration in Marketing and minors in Mathematics & Political Science from Marist College, and prior education at The Millbrook School, this individual has a strong academic foundation. They have held the position of Senior Vice President, Product & Marketing at SquareFoot since January 2020. In this role, they have demonstrated exceptional leadership, overseeing product development and marketing initiatives during a transformative period. They have led high-performing teams through challenges in the proptech and CRE industries, reducing customer acquisition costs by over 50% through cross-functional projects. Their strategic vision and goal-setting processes have driven the company to its highest-ever revenue year in FY 22 with 100% YoY growth. They have also played a key role in the strategic sale of the firm, representing the company throughout negotiations, leading to a successful exit. Their accomplishments reflect their expertise in product lifecycle management, marketing, and strategic business development.

Experience

• Senior Vice President, Product & Marketing · SquareFoot2022

  ● Steered the strategic vision for product development and marketing initiatives through a transformative period. ● With a team of 10+ and the firm peaking near 100 FTEs, led high performing Product, Marketing, and Research teams through extraordinary proptech and CRE headwinds. Oversees the entire product lifecycle from identifying business needs to implementing solutions. ● Has reduced customer acquisition costs by more than 50% through leadership of cross-functional projects, using product optimization, campaign revitalization and sales team efficacy. ● Owns the company's OKR and goal-setting processes, driving alignment and focus across the organization, leading the company to its highest ever revenue year in FY ‘22 with 100% YoY growth, 10x higher than 2018. ● Created all marketing and product documentation in preparation for strategic sale of the firm. Represented the firm throughout negotiations, leading to a successful exit (closing in early 2024).

• Vice President of Growth · SquareFoot2020 – 2022

  ● Scaled the firm’s user base and technical footprint during a period of significant external and internal change for the firm. ● Led cross-functional collaboration, drove growth strategies, and mentored research, marketing, and product teams aligning marketing with platform development alongside the Head of Product and CTO. ● Collaborated cross-functionally as a key member of the leadership team, driving growth strategies, customer acquisition efforts, and KPIs as the company expanded from New York to five markets across the country. ● Built the technical capacity for expansion to 30 markets and developed the analytical framework to track market-by-market success, including a wildly successful email marketing program which leveraged >20% open rates to retain and re-engage clients nationally. ● Mentored junior marketers, product managers, and business analysts, fostering their professional development and contributing to team growth as SquareFoot scaled from 30 to 100 employees. ● Launched and managed the research department in close collaboration with the firm’s president, which more-than-doubled the number of listings on the SquareFoot platform with complete listing data, introducing new KPIs like 80% of listings containing full pricing information, which became a key point of differentiation in the crowded listing marketplace. ● Scaled and maintained an industry leading SEO program, driving over 60,000 unique visitors per month and maintaining top 3 SERP results on hundreds of strategic keywords.

• Head of Marketing · SquareFoot2018 – 2022

  ● Led the transformation of a two-person sales and marketing team into a robust, 20+ person department, while achieving significant revenue and lead volume growth and expanding the brand’s footprint through innovative digital and out-of-home campaigns. ● Built the BDR team from the ground up, increasing the lead-to-opportunity conversion rate from 3% to 15% before handing the team off to a sales manager. ● Developed sales ops and customer acquisition infrastructure (in SalesForce & HubSpot) before implementing a strategic restructuring of the sales and marketing departments, leading to an over 50% increase in employee job satisfaction and per employee productivity. ● Leveraged a monthly budget of $300,000 for paid search and social campaigns to achieve a 200% revenue expansion YoY. ● Coordinated marketing data input and pitch deck creation for $16M series B fundraise.

• Senior Director of Digital Marketing · Bandier2017 – 2018

  ● Planned, implemented, and tracked all digital marketing programs including but not limited to PPC channels, and Paid Social. Managed and analyzed online customer segmentation, website analytics and customer intelligence tools. ● Developed, recommended, and executed digital marketing programs and campaigns to drive sales, brand perception and overall customer interaction across a variety of devices and touch points. ● Defined overall vision and strategies for performance marketing programs that drove traffic and sales for the online channel.

• Director of Digital Marketing · UNTUCKit2015 – 2017

  ● Executed customer acquisition, retention, and brand awareness programs for the rapidly growing menswear firm, including revitalizing the firm’s overarching digital marketing strategy. ● Served as the dedicated digital marketing lead in partnering across the organization, working closely with CEO and Founder, plus the e-commerce, art, PR, retail, operations, and finance teams. ● Quickly scaled and optimized channels with influx of funding post $30 million Kleiner Perkins investment. ● Collaborated with ancillary business teams and external vendors to develop ongoing digital strategy for direct, referral, organic search, paid search, email, social, affiliate, and display campaigns. ● Effectively conveyed creative concepts to senior management, earning their buy-in. Ensured brand continuity, led and project-managed programs to ensure timely, efficient execution of approved plans. Conceptualize innovative activations to foster customer loyalty and generate brand awareness. ● Built out all reporting structures and review analytics on digital listening dashboards daily to adapt and optimize programs for the most impact.

• Marketing Operations & Demand Generation Manager · Wiredrive2013 – 2015

  ● Supervised strategy, setup and analysis of all SEO and SEM. Optimized all paid marketing using vendor-specific dashboards, such as Google Analytics, including a complete overhaul of site traffic analysis and new lead nurturing programs. ● Established closed-loop analytics to understand how inbound marketing activity impacted conversions and established processes for continuous improvement. ● Implemented automated marketing programs, which resulted in a 34% increase in new site visitors. ● Presented weekly recommendations on how to improve marketing effectiveness across channels at each stage of the funnel to senior leadership based upon extensive research, benchmarking, and analysis.

• Sales & Marketing Operations Manager · Wiredrive2011 – 2013

  ● Increased new revenue by 39% from 2013-2015 and grew client base by 35% from 2012-2015. ● Shortened sales cycle by 45% through implementation of optimized processes, best practices, and regular reporting on the funnel’s performance. ● Integrated and administered applications including Salesforce.com, Pardot, ToutApp, DocuSign and SnapEngage. ● Analyzed marketing and sales data to develop insights and optimization recommendations for senior leadership that helped grow business through the buildout of detailed metrics and reporting.

Education

• Marist CollegeConcentration in Marketing; Minor in Mathematics & Political Science

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