• Kimberly Carlos

    Technology Marketing Leader

    Framing One Value Proposition at Time

  • What I do

    Kimberly Carlos

    I am an innovative technology marketing leader in the cybersecurity industry, with 14+ years of progressive experience within fast-paced and high-growth environments. I have a proven track record in designing and leading high-performance marketing strategies that drive profitable revenue, increase market and wallet share, differentiate the brand in the marketplace, and drive future growth.

     

  • Experience

    Where I learned

    Director of Product Marketing - Cybersecurity

    Digital Defense Inc.

    2018 - Present

    I am responsible for driving the product marketing strategy and value proposition for our Cybersecurity, Vulnerability Management product lines. I focus on product and market positioning, messaging, vertical strategy, and persona targeting by conducting customer and market research, ensuring sales readiness and enablement, leading product launches and collaborating with subject matter experts across the company.

     

    ➢ Define and research target markets including segments, buyers (and the buyer journey), and competitors; develop positioning, messaging, and go-to-market plans
    ➢ Synthesize customer knowledge to identify enhancements that differentiate our products
    ➢ Be a domain expert on our target markets and how our products fit into them
    ➢ Educate internal and external stakeholders on product features and benefits
    ➢ Create content (e.g., sales documentation, product videos, web copy, blog posts, etc.) to position our products to the world and articulate their benefits
    ➢ Define programs for launching new products and driving sustained market engagement around existing products
     

    Global Product Marketing, AVP - Cybersecurity Risk Management

    SAI Global

    2017- 2018

    I was responsible for driving the marketing strategy for our Digital Manager 360 IT Risk Management and Cybersecurity Risk Management product line, including positioning, packaging, messaging and targeting by conducting customer and market research, ensuring sales readiness and enablement, leading product launches and collaborating with subject matter experts across the company. My role contributes to strategy and execution across the Americas, Europe, the Middle East, Africa and Asia- Pacific.

    Sr. Product Marketing Manager

    ControlScan 

    2015 - 2017

    I was responsible for driving the marketing strategy for managed cybersecurity services, including positioning, packaging, messaging and targeting by conducting customer research, ensuring sales readiness and enablement, leading product launches and collaborating with subject matter experts across the company.

    ➢ Define and research target markets including segments, buyers (and the buyer journey), and competitors; develop positioning, messaging, and go-to-market plans
    ➢ Synthesize customer knowledge to identify enhancements that differentiate our products
    ➢ Be a domain expert on our target markets and how our products fit into them
    ➢ Educate internal and external stakeholders on product features and benefits
    ➢ Create content (e.g., sales documentation, product videos, web copy, blog posts, etc.) to position our products to the world and articulate their benefits
    ➢ Define programs for launching new products and driving sustained market engagement around existing products
    ➢ Speak and present both internally and externally to promote the story of our product

    Global Product Marketing Manager

    Carestream Dental

    2014 - 2015

    ➢ Work with the software development teams to understand the many software solutions and concepts that are to be marketed, creating content around them, and delivering marketing campaigns to generate awareness/leads about our offerings
    ➢ Develop a marketing plan with management and product team input.
    ➢ Create product message maps with target audience, key differentiators, benefits and features, updating regularly based on competition and product enhancements.
    ➢ Work with Global and US agencies to develop all marketing materials, including advertisements, web, demos, emails, and brochures.
    ➢ Write content for newsletters, blog, social media, product highlights, customer community and spotlights.
    ➢ Analyze and report metrics of each marketing campaign per channel.
    ➢ Provide regular updates of events, products and releases as well as customer success stories
    ➢ Assist with beta groups, meet-ups, focus groups and event promotion activities
     

    Product Owner - Salesforce.com

    CareerBuilder

    2013 - 2014

    ➢ Deliver development projects on time, on budget, with delighted customers and a happy team
    ➢ Continuously interact with and champion the products and services supported
    ➢ Understanding, refining, and detailing the requirements for new and existing products
    ➢ Collaborate with the Scrum Master to run successful Release Planning and Sprint Planning team sessions, as well as Sprint Reviews and Retrospectives
    ➢ Creating user stories and acceptance criteria working with business stakeholders and the SCRUM team
    ➢ Prioritize, maintain, and groom the product backlog and release plan
    ➢ Bring user stories to the 'ready' state prior to sprint commitments with appropriate documentation and acceptance criteria, minimizing waste
    ➢ Provides day-to-day tactical objectives, and provides quick decisions to project level questions.
    ➢ Drives acceptance testing, verify user stories as acceptable before launch
    ➢ Ensure decisions and prioritization of the Product Backlog are always transparent to the stakeholders
    ➢ Run chair-sides with our business users to understand how/when our CRM is or is not used
     

    Product Marketing Manager - Niche Sites Strategy

    CareerBuilder 

    2012 - 2013

    ➢ As a Certified Scrum Product Owner & Scrum Master, manage the Product Operations surrounding Job Posting product suite within the support and customer care side of the business
    ➢ Product Marketing & Product Strategy for Niche suite of products
    ➢ Product expert representing Niche Sites for Client Support, Customer Service and Atlanta Sales Teams
    ➢ Managed the operational relationship between the technical mapping team in relation to the Niche Sites
    ➢ Primary point of contact for site updates/changes or improvements and new product launches
    ➢ Support the sales strategy for the niche product lines by providing product performance data, marketing and support
    ➢ As the product SME, assist Sales Reps in creating and converting product trials
     

    Field Marketing Manager - Southeast

    CareerBuilder 

    2010 - 2012

    ➢ Provide foundational elements needed for any account-based sales or marketing programs.
    ➢ Provide a combination of actionable plans and data analysis with powerful messaging to help sales identify target accounts and key decision makers, as well as the knowledge the sales rep needs to engage and get noticed by busy executives.
    ➢ Find the right data to determine whom we should target and understand where the new opportunities are in both current and unexplored markets.
    ➢ Assist sales with gathered data so they will be better equipped to understand each company’s unique situation so they can craft relevant messages that stand out.
    ➢ Ensure our programs focus on the right accounts, increasing win rates to meet revenue, growth and share goals.
    ➢ Devise marketing campaigns with the goal of increasing product awareness and increasing sales and profits
    ➢ Develop territory marketing plans by collaborating with sales
    ➢ Work closely with marketing team to create, plan, organize, and execute field marketing and sales programs
    ➢ Create programs that drive brand loyalty and increase retention
    ➢ Generate leads and drive sales
     

  • Work Samples

    Speaking, Thought Leadership, Lead and Demand Generation

    Email Marketing Samples

    Email - Webinar promo

     

    Email - Blog Promo

     

     

  • My Skills: Technology Marketing & Product Management

    My skills that pay the bills

    Product Marketing

    Product focused communication to help drive leads and demand

    Product Management

    Product management of two products

    Persona Research and Creation

    Created personas from a product marketing and product management perspective

    Sales Enablement

    Presentations, collateral, ROI calculator, Sales Playbooks etc.

    Demand Generation

    Infographics, Webinars, etc.

    Cybersecurity

    Experience within the Cybersecurity and IT Risk Management Industries

    Certified Scrum Product Owner, CSPO

    Agile Product management

    IT Product Owner

    Agile Product Ownership of our Salesforce.com CRM platform

    Certified Scrum Master, CSM

    Agile is the key to organization and transparency

    Lead Generation

    Methods from digital to print

    Marketing Automation

    Pardot, ExactTarget, Act-On etc.

  • University of Alabama, Tuscaloosa

    BA in Public Relations with a Minor in English

    Roll Tide!

  • Say hello!

    Let's Connect.