Bruce E. Popky
3413 Buck Race St • Austin, TX 78748
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SUMMARY
• Highly effective marketing professional with BtoB and BtoC experience across multiple sectors
including IT, financial services, retail, commercial printing and professional services
• Skill set includes: marketing strategy, branding, PR, sales support, trade show management, lead
generation and nurturing programs, SEM, UI design, web development, business development
• Expertise in graphic design, copywriting, targeted messaging, and campaign development
• Results-driven business leader with excellent communication and coaching skills
EXPERIENCE
Visible Means LLC – Austin, Texas
February 2018 - Present
Principal
Marketing services: strategy, creative and operations
• End-to-end marketing services, including: brand management, go-to-market strategy, PR, integrated
lead generation programs, SEM, marketing automation, trade show management, sales support, web
development, design and copywriting
• Global BtoB clients include IT, healthcare, food & beverage, wholesale trade and entertainment
eG Innovations, Inc. – Iselin, New Jersey (Remote)
May 2015 - February 2018
Director of Marketing Strategy
End-to-end performance monitoring software for enterprise IT and software development
• Developed and implemented GTM strategy for three distinct IT market segments: Citrix servicedelivery administration, IT infrastructure management and application performance monitoring
• Collaborated with executive team to develop value propositions and brand messaging for market
expansion across four continents
• Directed messaging and design for all lead generation programs
• Redesigned and managed deployment of two major website revisions
• Copywriting and design: Blog posts, press releases, case studies, advertising, partner programs,
webinars, videos, sales support, and trade-show collateral
• Digital marketing: Developed and implemented SEO, including keyword research, on- and off-page
analysis, strategy, technical deployment and content creation
• Grew marketing team to increase global programs: three direct reports, five indirect/shared reports,
multiple vendors and contractors
• Managed lead generation programs, including integrated outbound sales/marketing campaigns,
HubSpot-driven lead nurturing programs, PR, and more
Staples Inc. / PNI Digital Media / Quarterhouse Software – Austin, Texas
Product Marketing Manager
April 2013 - May 2015
PNI Digital Media, acquired by Staples Inc., July 2014: Enterprise omni-channel e-commerce, job
routing and print management solutions for personalized print and photo products
• Developed and implemented GTM plan for commercial printing market, including market analysis,
value propositions, talk tracks, lead generation, trade show management and web design/development
• Co-directed print SaaS eCommerce business development via webinars, direct sales and development of
sales-support programs, including: e-mail marketing, sales collateral, PR and website content
• Generated and led onsite and online product demonstrations for enterprise retail clients
• Internal leader/subject matter expert for “web-to-print” technology
• Leadership and continuity during company acquisition: account management, development project
management, product roadmaps and internal communications
• Business development: Global sales to printing franchises and major, multi-location retail entities
Marketing Director
March 2010 - April 2013
Quarterhouse Software, acquired by PNI Digital Media, April 2013: SaaS “web-to-print”
e-commerce and job management solutions for commercial printing
• Developed and led strategic shift from services- to product-driven market strategy
• Planning and management: Go-to-Market strategy, sales channel development, pricing models
• Production: Marketing plans, pricing models, brand design, web/print/tradeshow design, copywriting,
tradeshow planning, product demos, lead generation programs, e-mail marketing, social media, PR,
account management, sales support, product management and interface design
• Tactical: Product demos, slide decks, talk tracks, tradeshow planning and management
• Business development: Strategic partnerships, OEM relationships, multi-level direct sales,
company acquisition co-management
• Executive team member
Highline Financial – Austin, Texas
March 2008 - January 2010
Marketing Manager
SaaS-based banking data and analytics for financial services and government
• Re-branded and led internal and external communications including: sales support, advertising and
retention strategies
• Designed all new logos, sales collateral, corporate website, presentations and advertising
• Supported product development process with UI design and market research
• Developed and managed website and e-mail marketing communication systems
• Created all marketing copy, including value propositions, targeted messaging, e-mail/telephone scripts
for sales associates, advertising copy, press releases
• Generated prospecting strategies, lead generation programs, and sales campaigns with supporting
materials, lists, pricing and metrics
• Executive team member
Visible Means of Promotion – Austin, Texas
May 2006 – March 2008
Principal
Custom communication and design services
• Independent consultancy provided on-demand marketing services with a focus on planning, design,
writing, and deployment of targeted marketing communications: websites, printed communications,
advertising and tradeshow collateral. Other services included custom web programming, website
hosting, and public relations.
• Nationwide clients included web marketing firms, BtoC retail and BtoB software
Quadralay Corporation – Austin, Texas
March 1997 – May 2006
VP, Marketing / Marketing Director / Creative Director
Automated online-publishing software for technical writers and publishing groups
• Rebranded WebWorks product line for the technical communications market
• Developed product art, and UI artwork for all software products
• Designed and managed backend development of corporate website through three redesigns
• Copy, design and layout: print/digital advertising, book covers, tradeshow displays, marcom
• Grew marketing department to six direct reports
• Managed annual marketing budget
• Executive team member
SOFTWARE AND TECHNOLOGIES
Adobe Photoshop/Illustrator/InDesign/Dreamweaver, MS Office 365, Apple FinalCut Pro/Keynote,
Camtasia, WordPress, HTML/CSS/jQuery, Zurb Foundation, ActiveCampaign, HubSpot, Salesforce,
Google Analytics/Search Console, SEMRush, Moz, CrazyEgg, BaseCamp, DropBox
PORTFOLIO
Communications and Design Samples:
http://www.visiblemeans.com/new3/portfolio
EDUCATION
B.A., Philosophy – Dickinson College, Carlisle, Pennsylvania
