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LETISHA “Tish” MILLSAP
(415) 350-2720 [email protected]
www.tishmillsap.com
STRATEGIC, GLOBAL, ROI-ORIENTED MARKETING EXECUTIVE
Innovative and creative marketing leader with proven success in B2B and B2C campaigns, revenue
engine development, quantitative marketing strategy, product marketing, and global marketing initiatives.
Deep experience in segmentation, positioning, targeting, messaging and brand strategies, as well as
managing both quantitative and qualitative market research projects. Contributes significantly at the
executive level as a natural leader and change agent.
PROFESSIONAL EXPERIENCE
Marketing Strategy and Demand Generation Consulting
2/2013-present
I offer an experienced, efficient and results-driven service. I bring both a strategic mind and a practical focus to
marketing efforts that translates into bottom-line results for a diverse set of clients from financial services (Ellie
Mae) to Internet companies (MarketingProfs.com). My consulting work focuses on three main areas:
 Developing go-to-market strategies and branding, including business analysis and forecasting,
messaging, positioning, targeting and new product launches
 Implementing best practices in demand generation including generating leads, developing scoring
schemas, building nurturing programs and sales enablement
 Establishing scalable marketing infrastructure for high-growth companies including talent assessment
and team building, process development, sourcing and implementing marketing automation/CRM
systems and establishment of metrics and reporting systems
DotNetNuke, San Mateo, CA
1/2012 – 1/2013
DotNetNuke is the world’s leading Content Management System (CMS) and web application framework for the
Microsoft ecosystem. Their open source and commercial products are easy to use, extensible and power over
700,000 websites globally.
Vice President, Marketing
Led the organization’s strategic marketing functions in defining, implementing and managing a world class, high
powered revenue engine, positioning the company for high-growth post-Series C funding. Managed internal
teams and external resources to deliver results via demand generation, marketing operations (Salesforce.com
and Marketo), social media, content development and overall online/web marketing strategy.
 Implemented new lead scoring, lead management processes and other infrastructure improvements to
establish ROI-oriented marketing engine
 Developed new $1 million potential revenue stream leveraging existing data source of leads
 Designed and implemented new webinar strategy delivering over three-fourths of annual pipeline
TALEO, Dublin, CA (acquired by Oracle, 2012)
2011 – 2012
Prior to acquisition, Taleo was the leading provider of cloud-based talent management solutions with over 5,000
customers using their platform for talent acquisition, performance and compensation management.
Senior Director, Marketing/Demand Generation
Responsible for the design and execution of all new business lead generation programs as well as a customer
lifecycle touch points, including targeting, channel, offer design and measurement. Channels include pay-perclick, display/banner, in-house and external list email, website, trade shows/events, and webinars.
 Created metrics driven planning leading to a 29% Q|Q lead increase with 19% reduction in budget (48%
reduction in Cost per Lead)
 Implemented infrastructure improvements and best practices such as new landing pages and forms and
new lead scoring models, as well as new processes for Salesforce.com and Eloqua integration
 Created innovative thought leadership platform, “Inside the Taleo Talent Studio,” a multi-channel
campaign that included a live broadcast, PR, social media, microsite and roadshow components
LETISHA “TISH” MILLSAP ♦ [email protected] ♦ ww.tishmillsap.com
THE APOLLO GROUP, San Francisco, CA
2008 – 2010
World’s largest university system by enrollment with almost 500,000 students at over 200 campuses worldwide,
including the University of Phoenix brand (UOP). The Apollo Group is a public, for-profit enterprise with annual
revenues of over $4B, as of January 2010.
Senior Director, Product Marketing
Created first product-based marketing department for The Apollo Group by working with executives across
operations, sales, technology and academics. Managed staff of eight direct reports and ROI-based budget of
$35M, reporting to Senior Vice President for Apollo Marketing.
 Developed lead generation focused marketing programs, with particular focus on UOP’s MBA, Doctoral
and Military programs
 Established positioning and messaging of UOP products, including complex analysis and evaluation of
ROI potential for each program
 Led largest market research initiative for the organization to date, including in-depth interviews, multilocation focus groups, multiple surveys, quantitative segmentation and persona development
 Created and executed innovative digital and print advertising campaign for UOP’s military segment
resulting in highest-ever click rate and accolades from both Creativity & MediaPost, advertising industry
trade reviewers
 Developed and implemented econometric/media mix model to optimize spend across channels,
including new television flighting scenarios projected to increase registrations up to 26%
 Implemented continuous brand tracking, providing the company with the ability to align messaging with
key drivers of perception and consideration of the brand. Also, included development of baseline “Net
Promoter Scores (NPS)” used to track student satisfaction and likelihood to recommend UOP
MONSTER WORLDWIDE, Boston, MA
2003 – 2008
World’s largest online employment service and among the 20 most visited websites globally, with over 1M job
postings and 150M resumes, as of 2008. Annual sales are about $1B.
Senior Director, Global Planning and Operations
2007 – 2008
Promoted to design and create company’s first effective worldwide ROI-driven marketing program planning and
related infrastructure and consolidate over 40 separate country efforts. Managed staff of six with budget of $270M,
reporting to CMO.
 In just four months re-launched brand by developing unified global marketing effort coordinating TV, print,
radio, OOH, digital, CRM, market research and PR initiatives across 18 countries and six languages
 On-boarded creative agency BBDO to develop hub-and-spoke marketing network with hubs in Europe,
North America and Asia. Worked directly with country marketing heads to consolidate budgets and
programs for greater cost efficiency while maintaining high ROI country-specific tactical plans.
 Created infrastructure to support global marketing including digital asset management, policies and
procedures and new organizational structure; outsourced labor to reduce staff costs by $8.5M annually.
 Performed due-diligence for purchase of China-based online job board to ensure regulatory compliance.
Director, Customer Relationship Management (Demand Generation)
2006 – 2007
B2B demand generation function established for more effective prospect and client communications including
campaign strategy, testing plans, segmentation, lead scoring and reporting infrastructure.
 Developed and executed email, direct mail and telemarketing campaigns for customers, prospects and
established baseline metrics and A|B split testing strategy to improve campaign performance. Specific
focus on SMB segment and eCommerce channel.
 Managed market research and provided analytics and business planning, including acquiring and
interpreting segment data, setting targeting priorities, and allocating budgets.
Acting Vice President, Creative Services and Marketing
2005 – 2006
Successfully created single in-house creative agency from consolidation of three separate departments capable of
efficiently handling 30 new projects per week and more than 125 projects simultaneously. Managed $1.9 million
operating budget and 27-person team.
 Increased internal client satisfaction by 20% by implementing new processes to improve quality and
quantitative analysis to optimize resource utilization to improve productivity
 Realized significant efficiencies by reducing use of outside agencies and cost savings with print vendors
 Rolled-out of new brand architecture to consolidate and rationalize new brands acquired through acquisitions
LETISHA “TISH” MILLSAP ♦ [email protected] ♦ ww.tishmillsap.com
MONSTER WORLDWIDE, Boston, MA (CON’T)
Director, Strategic Projects
2005
Four-month internal consulting position to analyze needs and processes to optimize operations for company’s
rapid growth.
 Participated in new branding and positioning project as part of MEDALS program with Lipponcott Mercer
 Implemented brand activation project with The Monitor Group to improve brand adoption throughout the
organization
 Research, including surveys and analysis led to new in-house marketing structure and promotion to Acting VP
New Technology and Product Manager
2004 – 2005
Responsible for market research, analysis and reporting on new business potential and strategies to senior
management as part of Monster LABS, a new corporate innovation unit. Elected to Monster’s MBA Executive
Development and Leadership program.
Research Analyst, Market Research
2003 – 2004
Provided both quantitative and qualitative research, including strategic planning, industry and competitor analysis,
survey design, win/loss reporting, brand tracking and data analysis. Managed team of 3 research analysts and
external vendors.
 Led development of monthly Monster Employment Index, providing comprehensive “snapshot” of job
demand statistics and watched by national media, government and industry analysts as economic
indicator.
EDUCATION
EMORY UNIVERSITY, MBA, Marketing and e-Commerce Technology concentrations, May, 2002
Member, Beta Gamma Sigma Honor Society, 700 GMAT, Dean’s List, Faculty Award for Organization and
Management
TUFTS UNIVERSITY, BA, Economics, May, 1992
OTHER EXPERIENCE (Pre-MBA)
PLATINUM TECHNOLOGIES, San Francisco, CA
1996-2000
Software company specializing in database management applications. Acquired by Computer Associates (1999)
Technical Director (1999 – 2000), Senior Sales Engineer (1998 – 1999), Team Lead, Technical Support (1997
– 1998), Senior Technical Support Analyst (1996 – 1997)
PHILBROOK MUSEUM OF ART, Tulsa, OK
Network Systems/Membership Database Administrator
1993-1996
THOMSON FINANCIAL SERVICES/INVESTEXT DIVISION, Boston, MA
Database and Network Administrator
1992-1993