Tracy J Mikaru

TRACY J MIKARU 388 West El Repetto Drive / Monterey Park, CA 91754 - /-/ LinkedIn: www.linkedin.com/in/tracy-mikaru GLOBAL DIGITAL MARKETING, WEB STRATEGY, DEMAND, CRO, UI/UX/CX, & AI 25+ years of Directional Global Digital Marketing Experience in Web, Brand, Product, Demand Generation, CRO, CRM, Growth Strategies, UI/UX/CX, IT Product Marketing, Software DevOps, AI and eCommerce Sales with proven records in the SaaS, Technology, Financial, Retail, CPG, Electronics, Health Care, and Security. Uniquely experienced working in Startups, SMB, Government, and Corporations. Analytics & details focused leader delivering best-in-class UX / CX, and world-class Marketing Innovations from AI-powered Web Content, SEO, 360° User Behavior Analysis and Customer Predictive Analytics Marketing. Implemented Digital Experience Footprint Cost Reduction Initiatives and Kaizen Continuous Operational Process Improvements; saving Millions YoY, increased Sales +125%, and Organic/Paid Lead Generation Database +6000%. My websites have grossed over $125+Billion in DTC, B2B / B2C, Omni-Channel Sales; over $30+Billion in AccountBased Marketing (ABM) Subscription Services with record Customer Retention Rate (CRR), increased Conversion rates by +150%, reduced Customer Churn Rate (CCR) by 8% YoY, Premium signups by +50% YoY, while increasing overall Brand / Product Awareness, Shopping (AOV), Customer (LTV), Repeat Purchase Rate (RPR), Net Promoter Score (NPS), Participation & Redemption Rate, and Customer Experience Engagement Metrics.            Increased Microsoft’s Azure Cloud Platform Revenue 50% to $70 Billion in FY21 (51% of Microsoft’s Revenue) 25+ years’ experience leading Ecommerce Marketplace – (Amazon, Shopify, Klaviyo, WooCommerce, Square) Product E-Commerce Sales of over $125+Billion during my tenure at Johnson Controls / Tyco Inc. / ADT Retail DTC eCommerce Sales of over $1.5+Billion in Consumer Packaged Goods (CPG) Strong collaborator who delivers world class client experience, encourages creativity and continuous improvement. Expertise in multiple digital marketing disciplines includes web, print, social, product, mobile, email, AI, IoT, & cloud. Proven success in driving results through UI/UX/CX, lead generation, analytics, conversion, and operational excellence. Results included 4-digit lead generation growth, 3-digit sales growth & massive leaps in customer engagement. Recognized by co-workers for strong leadership, dedication, accountability, coaching, and exceptional work ethic. Sharp, flexible & adept at thriving in fast-paced work environments with the ability to quickly adapt in new situations. Extremely knowledgeable in Creative, Technical, eCommerce, Digital Marketing, Growth Strategies & Sales. A RE A S       Website Development & Maintenance Customer Retention & Acquisition Full Project Lifecycle Management Cross Functional Teamwork Leader A/B User Experience Variant Testing Kaizen Operational Improvements       O F E XP E R T I SE UI/UX/CX Marketing Strategy Creative Product Marketing Affiliate Marketing & ABM Info Architectural Frameworks User-Centered Design (UCD) Marketing Data Analytics       Artificial Intelligence (AI) Marketing Marketing Campaign Management Paid & Organic Market Channels B2B/B2C Demand Generation (GTM) Go To Market Strategies Pardot with SalesForce.com (CRM) P RO F E SS IO N A L E XP E RI E N C E For a more detailed resume including duties; please reference my LinkedIn: www.linkedin.com/in/tracy-mikaru Sciforma March 2022 – Current Global Marketing Director – (Website, Demand Gen, Creative, AI, Content, SEO, Paid PPC, CRM, & Social Media) As the Global Marketing Director, I was responsible for driving MQL/SQL qualified leads and pipeline for our business across North America, Europe the Middle East and Africa, and the Asian Pacific. I had the opportunity to influence, build and scale demand generation strategy through new and existing channels, including but not limited to on-and offline events, content syndication, paid media, direct mail, email, and ABM. I partnered closely with stakeholders across sales and marketing to create both inbound and outbound marketing campaigns and execute effective demand generation programs to meet enterprise goals. This strategic role required strong leadership skills who can work cross-functionally and determine how to best reach, educate, nurture and drive action with our target buyer persona. TRACY MIKARU Southern California /- /-Successes include:  Sciforma Acquired by Planview for $10+Billion: Proud of my Digital Marketing Teams’ successes led to acquisition.  Website Redesign and Digital Transformation. Led the Website Team in the Sciforma Website Redesign launch in June 2022. Redesign of the website had digitally transformed how the company increased its demand generation program.  Sciforma Website Traffic increased website visits, page hits & visitors on avg. by +61%  Content Development & Copywriting: Published SEO/viral-optimized website content, site copy, and promotional messages. Successes include authoring the “Sciforma Website Best Practices”, and “Sciforma Website Style & Branding Guidelines”.  Demand Generation: Implemented the Email Platform on Pardot Marketing Automation by SalesForce. Grew the email Lead Generation Database over +600%. Authored, then implemented the “Sciforma Email Marketing Strategy Plan” outlining the Top-Bottom Funnel Marketing Conversion Strategy, delivering an unprecedented average 36% open rate (formerly 8%); drastically improving content, headliners & adding call to action buttons.  SEO/SEM & Customer Experience: First to implement “Google Analytics 4” on all websites. Achieved Google, Yahoo, Bing and other Search Engine Page #1 Rankings for key search terms and increased organic search traffic by an average of 600%. Authored "Sciforma Website Visitor Trends"; displayed are KPI stats of weighted averages, graphs, pie charts and real-time users’ activities. These Visitor Trends’ KPI are the backbone for our Artificial Intelligence AIPowered User Behavior Analysis & Predictive Analytics Marketing. Results have included triple-digit sales growth, record Customer Engagement metrics.  PPC Advertising: Oversaw multiple successful search, display, and mobile advertising campaigns, including writing and testing ad copy. Consistently increased click-through rates and ROI on PPC advertising, driving improvements of up to 180% over prior results.  Leads a team of professionals to successfully develop a comprehensive, full-funnel demand generation strategy.  Design and execute complex, end-to-end marketing campaigns that deliver results measured in MQLs and pipeline.  Work closely with other team members to develop and execute email marketing campaigns, webinars, field events, trade shows, content marketing, partner marketing and product launches.  Penetrated our target geos and segments with the right mix of targeted marketing and ABM programs with Sales.  Partnered with SDR team to ensure quality lead delivery, proper follow up and incorporate feedback into marketing programs and improve lead hand-off processes.  Optimize all paid media channels, including evaluating and testing new channels.  Set a tone of high standards, customer obsession, VOC and data driven disciplined decision-making.  Analyze, report and optimize all demand generation programs based on ROI and demand gen and sales effectiveness.  Expertise in multi-stage demand gen funnels and related technologies including marketing automation (e.g. Pardot), ABM (ZoomInfo, Bombora, Demandbase, Engagio) and CRM (e.g. Salesforce).  Deep interest in the data underlying the funnel and ability to nerd out on the data so we can do things like (1) track cost of customer acquisition (CAC) at the marketing campaign level or (2) produce action-oriented, data-driven reporting. Microsoft April 2020 – March 2022 Senior Digital Marketing Contractor - (Website, Creative, DX, CRM, CRO, Content, Social Media, AI & E-Comm) Responsible for helping grow Microsoft’s Azure Cloud Platform revenue 50% to $70 Billion in FY21 (#1 Grossing Microsoft Product Line), overtook Google Cloud for #2 Market Share behind Amazon AWS, building world class websites by inspiring, educating, and supporting customers throughout their online experience. Leading the web marketing strategy, making decisions that impact customer journey experiences, drive engagement, lead acquisition funnels, and global web experiences for all digital experiences aligned to the Microsoft Brand and Azure Cloud Platform. Worked with Engineering, Design, Analytics, and Product Marketing Managers (PMMs) and Brand Managers to plan, launch, and enhance the site experience. TRACY MIKARU Southern California /- /- Owned and drove the Microsoft Digital Marketing Strategies and roadmaps to deliver business outcomes, GTM product launches across the prospect and base customer lifecycle, spanning activation, onboarding, engagement, retention, cross-sell, win-back, and saves throughout the customer funnel.  Collaborated with Product Marketing (PMM), Sales and Engineering to deliver on defined digital strategies, KPI measurement plan, user flows, and creative learning agendas to support business goals and enterprise initiatives as well as analyzing relevant data and insights to optimize campaign and site performance.  Analyzed valuable visitor trends through data analysis, mapping the customer journey, defining customer segmentation, conceptualizing marketing plans to deliver success against these customer segments and phases, building a testing roadmap, and working with key partners to implement this roadmap.  Applied creative thinking to identify UX experience gaps to understand customer satisfaction, motivation, opportunities to develop deep insights into customer needs, deploy VOC feedback and behaviors to help inform traffic strategies and product roadmap.  Defined and implemented user traffic funnel tactics, test plans, and optimization across web for Prospect and Customer flows that deliver increased acquisition and engagement metrics to further business outcomes, customer segmentation and tailored digital experiences.  Created briefs needed to set up projects for success, including planning materials, impact sizing and forecasts, performance measurement, budget management, risk management and change control management, then apply takeaways to optimize results.  Understand the competitive landscape to communicate marketing objectives, strategy, and achievements to C-Suite, senior leaders and key partners.  Use consumer and market data and insights to develop hypotheses and create a test-and-learn plan for improving experiences and functionality across key areas in Digital.  Lead transformation through continual optimization and building efficient and scalable processes. Transamerica Financial Advisors, Inc. (WFG Division) Apr 2018 – Apr 2020 Senior Marketing Director Designed and deployed marketing strategies to optimize automated marketing campaigns, material distribution, agency/vendor management, platform use, tracking, reporting and analytics. Financial Advisory licensed in the following States: California (Lic. #0N03789), Hawaii (Lic. #495999) & Texas (Lic. #-). Directed a Team of 21 Financial Professionals on Sales, Personal Recruiting, Field Training, and Building Leaders. Products included: Financial Advisory, Tax Strategies, Insurance Protection, Retirement Strategies, Business Solutions, Legacy Strategies, Long-Term Care Insurance, and College Financial Planning.  Partner with Sales, Marketing, and Product Management to define goals and key performance indicators (KPIs).  Establish key performance indicators (KPIs) for senior managers to lead department activities and initiatives.  Directed key digital and promotional Marketing activities related to strategy, execution and reporting.  Lead the execution of marketing campaigns to drive growth strategies for assigned products and channels.  Collaborate with cross-functional leaders on strategy and technology solutions to ensure alignment with objectives.  Perform campaign analytics reporting and review; help create plans based on learnings, and translate into actionable plans; evaluate program effectiveness using qualitative and quantitative methods.  Provide Leadership with analytics insight and direction to help meet organizational goals and drive team success.  Report on productivity, priorities, issues, and opportunities for improvement. Successes include: o Top Personal Producer Award Winner 2018, 2019 and 2020 o Rising Star Award Winner 2019 TRACY MIKARU Southern California /- /- Johnson Controls / Tyco International / ADT Security June 2006-Apr 2018 World's Largest Fire & Security Company with over $40 Billion Annual Revenue and 10+Million Customers Worldwide Head of Website & E-Commerce Directed a Global Product Marketing Team of up to 50 members, from 7 countries (NA, EMEA, APAC). Managed a Full P&L Budget responsibilities of $50-80+Million. Head of all Web Development, Digital Marketing Strategies, & eCommerce of Tyco/JCI websites: (ADT Security, Tyco Security Products, Sensormatic, Tyco, & Johnson Controls). Primary Technical Resource between all cross-functional teams (Product Management, Marketing, Engineering, Finance, Sales (Direct Sales Channels, Integrators, Dealers, Distributors, Reps), Customer Service (Inventory, Shipping, & Software Licensing) to ensure Go-To-Market (GTM) strategic goals; creating timelines and milestones, managing and removing obstacles for success. Successes include:  Product Marketing: Tyco/JCI/ADT Security Websites; grossed over $90+Billion in Global Security Products Sales; increased overall sales growth +125% starting from $10+Million in 2006 to $12.5+Billion YoY, and over $30+Billion in Subscription-based Services, during my work tenure. Established “Business Builders”; online Rewards Program established to drive Digital Sales and Customer Loyalty. Implemented eCommerce platforms Salsify, Magento, Shopify, and Hybris, settling on SalesForce Enterprise with Pardot.  Content Development & Copywriting: Published SEO/viral-optimized website content, site copy, and promotional messages. Successes include authoring the “Tyco Website Best Standards”, “Tyco Website Procedures Guidelines”, “Tyco Website Best Practices”, and “Tyco Website Style & Branding Guidelines”. Tyco/JCI Web Traffic was 80+Million for FY19; increased website visits, page hits & visitors on avg. by +76% -)  Social Media & Community Management: First to establish a strong Social Media presence and an “always on” Social Media Marketing Strategy onto Facebook, Twitter, Instagram, LinkedIn, YouTube, Google+ & QR Codes. Introduced Promotions and Contests; a Digital Strategy to grow subscriptions, followers and users. As Webmaster, I was able to make our user community feel heard by implementing positive feedback onto webpages to improve customer satisfaction and customer loyalty; to acknowledge their Voice of the Customer (VOC) are indeed, very important.  Email Marketing & Lead Generation: Established the Email Marketing Team; implemented the Email Platform on Constant Contact, Eloqua, to Marketo and Pardot Marketing Automation by SalesForce. Grew the email Lead Generation Database over +1000% from 10,000 to over 10+Million from (2006 –Present). Authored, then implemented the “Tyco Email Marketing Strategy Plan” outlining the Top-Funnel Marketing Conversion Strategy, delivering an unprecedented average 56% open rate (formerly 11%); drastically improving content, headliners & adding call to action buttons. Expert in CAN-SPAM, CCPA, ADA, GDPR & HIPPA Email Compliance Regulations.  SEO/SEM & Customer Experience: First to implement “Google Analytics” on all Tyco/JCI Websites. Achieved Google, Yahoo, Bing and other Search Engine Page #1 Rankings for key search terms and increased organic search traffic by an average of 270%. Authored "Tyco Website Visitor Trends"; displayed are KPI stats of weighted averages, graphs, pie charts and real-time users’ activities. These Visitor Trends’ KPI are the backbone for our Artificial Intelligence AI-Powered User Behavior Analysis & Predictive Analytics Marketing. Results have included tripledigit sales growth, record Customer Retention rates (94%) and massive leaps in Customer Engagement.  PPC Advertising: Oversaw multiple successful search, display, and mobile advertising campaigns, including writing and testing ad copy. Consistently increased click-through rates and ROI on PPC advertising, driving improvements of up to 150% over prior results.  Landing Page Optimization: Introduced Google Webmaster Tools, Google Optimize, Google Tag Manager, Adobe Experience & various SEO Tools to conduct A/B Testing. Drove traffic, lead generation, & subscriptions increasing of 10-25% YoY for many websites by writing & testing landing page copy to improve conversions.  Identify key stakeholders including C-suite clients, led the customer E2E roadmap and process to generate detailed business and technical requirement specs for all assigned projects, address key project topics including defining an MVP, aligning on KPIs for success, & ongoing improvements post-launch  Compiled monthly, quarterly & year-end website analytics & metrics to establish Digital Marketing Team’s ROI from tools like WebTrends, Visitor Trends, Adobe Analytics, Google Analytics, Omniture, Tableau, Heap, Sprinklr, & Hotjar  Oversaw Physical to Cloud Computing migrations and operated the delivery of each migration; experienced working in a TLS/SSL-Encrypted Environment (e.g. Amazon EC2, GCE, Rackspace, Azure, VMware, IBM Cloud, WAF - Imperva)  Provide support for E2E initiatives and testing; id and problem-solve roadblocks to successful task completion  Experienced with multiple vehicles, i.e., In Product Discovery, SaaS, PaaS, Paid Search, Display, Email, Affiliates, and Social and Mobile platforms, as well as Web Properties and Relationship Marketing. TRACY MIKARU Southern California /- /- Handled multiple Project Management utilizing workflow software tools (Jira, Atlassian, Confluence, Wrike, SharePoint, Slack, Asana) delivered in Scaled Agile (SAFe) Framework Agile Scrum Kanban process methodology  Measure effectiveness of brand & consumer marketing initiatives, develop insights to optimize campaigns, make recommendations, then track against key KPIs  Implemented best-in-class shopping experience and sales conversion tools, deliver continuous improvement for customer experience with focus on mobile responsive capability.  Identifying opportunities for growth of marketplace sales & product rankings through research and analysis of the competitive landscape.  Demonstrates a passion for understanding practices, trends and technology affecting the business, industry and marketplace. Strong attention to detail and effective project management experience.  Entrepreneurial mindset & skills; self-driven, self-motivated, accountable, strong problem solving skills & the ability to think outside the box. Excellent verbal and written communication skills, including effective presentation skills.  Expert in Digital Asset Management (DAM) include CMS, Adobe Experience Manager Assets to Amazon AWS  Highly proficient in eCommerce platforms including WordPress, Magento, Shopify, WooCommerce, and Salsify.  Expert in C#, VB, JSON, React, Angular, CSS Frameworks, Spring, PostgreSQL, Redis, nginx (OpenResty), Mulesoft  Expert in HTML, HTML5, PHP, .NET, XML, SQL, JavaScript ES6, Java, Python, Ruby, Adobe CS & MS Office For a more detailed resume including duties; please reference my LinkedIn: www.linkedin.com/in/tracy-mikaru E D U C A T IO N & C R E D E N T IA L S Bachelor of Science (BS) Management Information Systems (MIS), 2002 - California State University, Long Beach Digital Marketing and Marketing Analytics, Ongoing 2025 - Wharton Business School of the University of Penn Advanced Training/Skills: HubSpot Academy, Pardot, SalesForce, Marketo, Amazon AWS, Cisco Network, Adobe Creative Cloud, Microsoft Office (Word / Excel), Oracle Databases, Imperva WAF, Jira, Agile/Scrum, Facebook, Google Analytics, AdWords, ZoomInfo, Google Webmaster Tools, HotJar, Square, Screaming Frog, SEMRush, HTML, HTML5, PHP, .NET, CSS, SQL, XML, JQuery, Angular, JavaScript, Cyber Protection, Salesforce Marketing Cloud, Salesforce CRM, Sitecore XP, CMP, MediaBeacon, SAP MDM, Stibo PIM, MediaBeacon DAM, Terminus, Snowflake, Microsoft Azure Cloud Services, Magento, Drupal 7/8 CMS Development, NetSuite Development, EPiServer, Optimizely, Cosmos, Repzio, Monday.com Certifications: Adobe Analytics Certification Google Analytics Certification Google SEO Certification HubSpot Content Marketing Certification HubSpot Email Marketing Certification HubSpot Inbound Certification HubSpot Social Media Marketing Certification SalesForce Marketing Cloud Certification SalesForce Pardot Certification