SUSANNE ROELLE
Performance-driven digital marketer. I love combining strategic
thinking with getting my hands dirty during strategy execution.
SUMMARY
Experienced digital marketer with successful
track record of delivering results-driven full
funnel marketing programs in tech-savvy
environments – for both corporates and
startups – in SaaS, FinTech and Software/IT.
Vast hands-on expertise of how to grow and
engage an audience by orchestrating channels
and tactics that align to the buying stages.
Taking an experimental approach to strategy
optimization comes naturally to me. Areas of
expertise include digital strategy, marketing
automation, marketing analytics, and aligning
efforts to specific pipeline goals and other
marketing metrics.
MY SPARE TIME
Family time
Running, bootcamp, swimming
Baking chocolate-based goodies
Out and about with friends
Making my own beer bottle cap table
Snowboarding, traveling
CONTACT
linkedin.com/in/susanneroelle s_roelle@hotmail.com
susanneroelle.com + 8
RELEVANT EXPERIENCE
2015 - present Ingenico.com/ePayments  Hoofddorp, NL 
Sr. Manager, Digital & Demand Generation
Leading on the strategy, integration and optimization of
marketing automation programs across the funnel.
Developed and implemented company's first scoring
model, MQL threshold and SLAs with Sales
Achieved avg. CVR of 8% for landing pages gating
premium content through conversion optimization and A/B
testing; best-performing landing page: % CVR
Developed and implemented trigger- and drip-based
automated email comms increasing the number of
nurtured leads/contacts by % in months
Set up first-touch attribution to measure most effective
TOFU content
Joined forces with the CRM team to integrate HubSpot
with Salesforce
2013 - 2015 Layar.com Amsterdam, NL 
Pre-acquisition: Online Marketing Manager
Led a team of three with accountability for social media,
company blog, email marketing, and PPC advertising.
Marketing efforts were aimed at increasing revenue, reducing
churn, empowering customers for success, and generating
awareness and demand for Layar Creator.
Launched company's first retargeting campaign
Ran guerrilla DM campaign targeting select no. of C-level
executives in German and UK-based publishing houses
Revamped email marketing: Developed newsletters
targeting different user personas; dramatically improved
performance of trigger based emails through A/B testing
Post-acquisition: Education Marketing Manager
Soft launch strategy development and implementation.
Generated + net new leads during soft launch
Developed website for the initiative
Identified and built relationships with key influencers
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CERTIFICATES RELEVANT EXPERIENCE continued
2018 Gro th Tribe Academy 
2011 - 2013 Blackboard.com  Amsterdam, NL 
Growth Hacking
International Marketing Programs Manager
DOURO MEDIA
Developed and executed marketing programs focused on
Google AdWords Specialist Training
driving awareness, demand and retention for Blackboard's
HubSpot Academy
products and services in DACH, the Benelux and the Nordics.
Inbound
Worked closely with the sales teams in the regions to develop,
2010 LECTRIC align, and execute on go-to-market activities, pipeline
Google Analytics contribution, and tracking the results of marketing efforts.
EAIE Academy Developed and executed cross-regional DM campaign
Marketing in the Digital Age targeting C-level executives that resulted in a start of the
conversation with out of target accounts.
Built a prospect list with minimum budget spend by hiring
five students. Grew DACH prospect database by %.
Established relationships with key members of the media,
COUNTRIES LIVED IN
winning Blackboard an eLearning Award and two
Comenius EduMedia Awards, among others.

2009 - 2011 TilburgUniversity.edu  Tilburg, NL 

Marketing & Recruitment Officer
Developed and implemented the international student
LANGUAGES recruitment strategy for multiple under graduate programs.
German: nati e Set up Tilburg University's first virtual study try-out class
English: proficient Introduced concept of meeloopdagen at Tilburg
Dutch: proficient University prospective student attending classes for a
Spanish: intermediate
day ; realized % conversion from meeloopdag -
French: basic
participant to registered student
I was recognized and commended by the Faculty’s Dean
for the "exceptional creativity" of my marketing plan

EDUCATION SKILLS & EXPERTISE

2006 - 2007 Tilburg Uni ersity advanced

MSc Marketing Management

2002 - 2006 Tilburg Uni ersity
BSc International Business
intermediate
Digital Literacy: Free Tech Tools

Paid Social Media Advertising

Social Media Marketing
 Marketing Automation

)eginner
Marketing Analytics

Content Marketing

View my portfolio at
Design & Coding
Digital Strategy

Data Analysis

SEO / SEM

susanneroelle.com 

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