Brandee Sanders has 10+ years of experience in leading technology, digital marketing, data science-driven and demand gen organizations, including dynamic roles with Sony Music, BlackLine, Etsy and more. In her first year as Sr. Director of Marketing Operations at Appetize Technologies, she built the overall MOPS strategy, processes and structures that have positioned Appetize as the post-Covid point-of-sale industry leader and premium cloud-based Enterprise Commerce Platform for Food, Beverage and Retail. Her work has positively impacted the market SOV and brand awareness, while she has also simultaneously scaled lead models, reporting analysis, complex demand generation, modern BDR enablement and organizational data/CRM literacy.
Under her roll-up-the-sleeves ownership, the Marketing Ops and BDR teams she manages generate measurable efficacy and results YoY, including 3X lift in overall lead generation, 48% time savings for lead ingestion/database enrichment cycles, 25% increase in CQL’s, 189% lift in overall AI-personalized chatbot conversations via her hands-on playbook editing management and strong ABM targeting, as well as her consistent alignment with sales, product marketing and content partnerships, which led to a 216% increase in demo requests/downloads and 2X average time on site for website visitors.
Harry Battu is your ultimate sales ally and marketing executive whose outstanding track record speaks louder than words. His go-to-market strategy and partnership with the entire revenue organization, his ability to move fast with limited resources and his commitment to exceeding targets has enabled him to bring success for Procore’s marketing team in new regional markets. But he isn’t just great at what he does, he empowers his team to be even greater. He removes all barriers that come their way, he’s a behind-the-scenes champion and advocates for their growth, he continues to find ways to give them more visibility in front of other teams and leadership. Above all, he’s a rare combination of a great leader, responsible mentor, enjoyable colleague and a thoughtful human being.
Madeline Maguire leads the Corporate Marketing group at Grubhub. Since joining the business in 2016, Madeline has led the charge in transforming the Corporate Marketing & Sales strategy. In 2020, she was faced with the task of leading her team through the unprecedented challenges of COVID-19. Through identifying an opportunity for feeding virtual events and moving quickly to take this to market in March, Madeline’s team was able to find a new use case and vertical market for the existing product. Their initiative and quick action drove record-breaking growth for the business, with new business sales growing 109% YoY.
Can you share any particular achievements you are most proud of in your current role?
Since joining Grubhub in 2016, the corporate food delivery space has transformed and expanded dramatically. Staying closely connected to the changing needs of our customers and maintaining the mindset of an agile startup is the cornerstone of our strategy. This was never more critical than this year, when Covid-19 and widespread office closures significantly impacted our Corporate business that is largely geared towards catering meal programs. In addition to pivoting our pitch to cater to employees working from home, my team poured over our data and organic trends and uncovered a new opportunity for feeding the virtual events that would become prolific in 2020. We moved at lighting speed and mobilized our cross-functional partners to be the first to bring this to market before the end of March, finding a new use case and vertical market for our existing product. This initiative and quick action drove record-breaking growth for the business, with new business sales growing 109% YoY. This work not only helped Grubhub, but also supported our B2B marketing & sales peers achieve their goals and effectively transition in-person events to the digital world.
Can you share any details about how your team, or individuals on your team, have helped drive innovation?
Innovative B2B marketing is equal parts an art as well as a science. We are a highly data-driven organization, but it is the way we leverage our insights to fuel creativity that sets us apart. Staying close to our numbers is critical, but it takes emotional intelligence, intuition and originality to design a winning campaign. Creativity is about so much more than just our brand; it is about bringing that mindset into the way we work. We have fostered an environment where failure is not only viewed as a worst-case scenario option, but an inevitability when constantly trying new things. Maintaining a level of fearlessness and openness is what allows us to keep moving forward. We take risks, learn quickly, adapt and move on to the next big idea.
In the midst of Covid-19, what are some lessons you’ve learned that will impact or influence the future of your work
This year has been a learning curve for marketers across the spectrum, as we all continue to adapt to the challenges of Covid-19. While it is not a new lesson, a major theme for me has been the importance of empathy in how we communicate as brands. We may be “business-to-business” marketers, but we are still speaking to individual people living through unprecedented times. In a year that has highlighted our collective humanity, it has never been more important to keep the person in mind at the receiving end of a sales call, email or piece of content, understand their needs and mindset and come from a place of how we can help. It has also been critical for us as brands to walk the talk of our business values — authenticity matters and it certainly matters to our clients.
What sources for inspiration help you stay excited and invigorated in your work?
The biggest inspiration this year has been our Grubhub diner community. When Covid-19 hit in March, we established the Grubhub Community Relief Fund, a donor-advised fund, to support local and national charitable organizations that provide relief for those who have been impacted by Covid-19, including restaurants, delivery partners and those in need. With this fund, contributions through our Donate the Change program — amounting to nearly $14 million dollars raised to date — go to charitable organizations that support restaurants and drivers.