Tonya Lederer

About

Converting complex technical capabilities into clear customer value propositions and messaging, through strategic positioning and data-driven GTM strategies. Core Impact Areas: - Market Strategy: Leading go-to-market initiatives that exceed growth targets - Competitive Landscape: Transforming market research into actionable insights - Brand Storytelling: Crafting compelling narratives that resonate and convert - Sales Enablement: Equipping teams with high-impact tools and content marketing - Cross-Functional Leadership: Orchestrating successful product launches - Demand Generation: Developing brand awareness and a customized customer experience Expertise & Tools: Strategic Planning | Collaboration | Startups | Problem Solving | Google Analytics | Salesforce #digitalmarketing #branding #productmanagement #productmarketing #contentstrategy #storytelling #communication #sustainability #humanmanagement

Experience

• Senior Product Marketing Manager | Artificial Intelligence for Government/Legal/Education Markets · Veritone03-01-2022 – 09-01-2023

  Led strategic vision and execution for multi-product enterprise technology portfolio in the public sector industry, driving go-to-market (GTM) strategies, product launches, and feature releases. Spearheaded product-led growth (PLG) initiatives, aligning with business goals while using market trends and customer insights to shape roadmaps and marketing strategies. Consistently delivered measurable business outcomes, including higher customer awareness, adoption, retention, and revenue growth. • Authored compelling messaging, product positioning, value propositions, and short- and long-form content, built differentiators in target markets resulting in a 61% increase in conversions. • Cross-functional leadership among stakeholders in Product, Marketing, Sales, Customer Success, to strategize product roadmap, ideal customer journey, and drive lead nurture campaigns. • Developed product marketing plans, demand generation strategies, and customer adoption and retention tactics through deciphering customer needs, goals, pain points, to increase net client gain. • Designed digital assets for high-stakes sales, including videos, blogs, case studies, presentations, data sheets, white papers, customer testimonials, driving 34% pipeline growth. • Led internal and external communications, sales enablement, product trainings, equipping customer-facing teams to drive product adoption and maximize customer lifetime value, resulting in 70% revenue growth.

• Product Manager - Commercial Products - Americas · Discover Global Network07-01-2019 – 05-01-2021

  Led product management and strategic positioning of commercial card solutions for global financial institutions, consistently aligning offerings with market trends and enhancing customer experiences. Monitored emerging technologies to drive innovation and maintain a competitive advantage. • Developed product vision and strategy for $2MM platform redesign, boosted operational efficiency, reduced errors, and minimized processing and reporting errors by 20%. • Led training sessions with business and technology teams to design product direction, prioritize features and improved performance. • Drafted business requirements for data management, APIs, and platform monitoring, partnered with stakeholders on vision, risk mitigation, and critical success factors. • Defined and implemented new roles, responsibilities, and Service Level Agreements (SLAs) for stakeholders.

• Program and Project Manager, Product Marketing Manager · SurePayroll04-01-2009 – 11-01-2018

  Drove end-to-end product launches for 401k, Healthcare, and Workers Comp through strategic planning and targeted product and brand awareness campaigns. Leveraged marketing analytics and customer data to host C-level product reviews for roadmap planning and product strategy. • Owned entire product marketing lifecycle strategy and execution, comprehensive competitor, market, and user research, to develop strong brand voice and improved client experience (CX). • Built effective marketing campaigns spanning email, newsletters, lead generation, landing pages, and targeted in-app channels, engaging targeted audiences and achieved 28% annual revenue increase. • Conducted extensive training programs for Sales, Support, and Engineering teams utilizing gamification strategies, improved sales close rates from 10% to 32%. • Promoted to Program and Project Manager, built and owned Voice-of-the-Customer (VoC) program, NPS, conducted surveys and captured customer insights resulting in product enhancements and improved competitive edge and market penetration.

Education

• University of Illinois ChicagoMaster of Business Administration - MBA, Marketing/Marketing Management, General
• University of Wisconsin-MadisonBachelor's degree, Behavioral Science & Law and Criminal Justice

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