Nikki DuBerry
Summary
TOP100 CMA Customer Marketing & Advocacy Influencer & Strategist and 2024 Ones to Watch in Customer Marketing winner
A passionate, results driven customer-focused, award winning Marketing Leader, with over 20 years of marketing and customer engagement experience, highly adept in planning, coordinating and executing successful marketing strategies.
A strong collaborator with senior stakeholders, effectively prioritising activities, translating business requirements into solutions and achieving defined objectives.
One big career highlight of mine was winning the silver award for 'Best Customer Engagement Initiative' at the 2021 B2B Marketing Awards for the Global Pioneer Customer program I built at Meta.
Overview
20
20
years of professional experience
Work history
Senior Manager, EMEA Customer Marketing
IBM
London
02.2024 - Current
- Business Growth: Leading strategic planning and execution of EMEA customer communications and install base campaigns to enhance engagement, retention, and drive product adoption, cross-sell and upsell initiatives.
- Customer Events: Taking charge of planning, promoting, and delivering customer events in both in-person and virtual formats to create meaningful interactions and experiences (User Groups/User Conferences, AMAs).
- Customer Voice: Creating, curating, and promoting compelling customer case studies and testimonials in collaboration with external agencies.
- Customer Lifecycle: XFN collaboration with Sales, Customer Success, Education, ABM and Field Marketing, working closely on Customer Journey Mapping and marketing touch-points, across the customer lifecycle from post-sales to customer advocates and champions
- ABM: Develop growth strategies working with sales teams to optimise engagement within high-value accounts in EMEA
Develop target criteria scoring, metrics/KPIs for new ABM plays, and identifying effective marketing materials, channels, and messaging for key accounts - Content Promotion: Collaborating closely with content and demand generation teams to integrate customer stories into various marketing channels such as website, eBooks, white papers, blogs, and other promotional materials.
- Customer Advocacy: Overseeing EMEA customer advocacy program to track, support, and expand brand ambassadors and advocacy initiatives.
- Executive Engagement: Launching EMEA Executive Engagement programs to build and nurture executive customer relationships.
- Reporting and Insights: Monitoring and analysing customer engagement metrics across various programs to proactively address areas for improvement or optimisation.
Senior Manager, Customer Marketing, EMEA
Cohesity
10.2022 - 11.2023
- Supported product programs and launches, events and campaigns in collaboration with local leaders, creating plans that incorporate customer references across the marketing and sales mix - campaigns, web, press, analyst, sales tools, etc
- Drove adoption of customer references tools and programs with internal teams - sales, field marketing - as well as customers and partners
- Launched and expanded EMEA Customer Advisory Board (CAB) and EMEA Technical Advisory Board (TAB) programs in region, in partnership with Product and Sales teams, to help drive a closed-loop feedback mechanism to disseminate the voice of the customer throughout the organisation
- Re-strategised the EMEA global reference and advocacy program, developing the EMEA customer marketing strategy and advocacy roadmap to drive membership and improve customer engagement
- Oversaw development of customer success stories to assist in demand generation and support sales cycles and introduce more innovative ways to create and share customer stories, case studies, videos and increase peer-to-peer references in line with business and regional objectives
- Planned and oversaw customer engagement initiatives including virtual events, community management, customer communications, user groups
- Maximised branding exposure, customer traffic and sales by developing and executing effective marketing programmes with other XFN stakeholders
- Measured, analysed and reported on the impact of customer marketing programs on sales pipeline revenue
- Define and managed budget allocation for EMEA customer marketing programs.
- Implemented operational improvements to reduce costs and drive revenue in alignment with corporate objectives.
- Collaborated with Customer Success and Customer Support teams to collect and evaluate customer feedback, implementing improvements to address customer pain points alongside Product Marketing
Head of Global Customer Advocacy, Reality Labs
Meta (formerly Facebook)
10.2021 - 09.2022
- Managed a small global team of 2 - Customer Marketing Manager and Community Manager
- Tracked KPIs to monitor success and progress of all customer marketing strategies, analysing data to guide changes and developments of initiatives and programs
- Implemented a winning customer marketing and engagement strategy, contributing to 27% increase on the NPS score (95)
- Secured impressive results with limited budget to expand the EMEA/NA advocacy program into APAC and LATAM
- Produced monthly marketing reports for senior management, detailing strategy progress and KPI metrics.
- Designed and optimised customer resources web pages
- Determined strategy for social media amplification of customer success stories with cohesive messaging across multiple platforms.
- Increased advocacy program engagement by 41% and increased community growth by 50%
- Worked collaboratively with Customer Success, Product and Customer Education to deliver customer lifecycle initiatives including onboarding, product adoption campaigns and customer loyalty/advocacy and referral programs
- Increased peer reviews on G2, Gartner Peer Reviews and Trust Radius by 30%
- Oversaw all customer communications
- Developed a new Global Customer Advocacy Framework, and digital engagement ecosystem
- Increase team productivity and improve the customer experience by creating business cases for new customer marketing tools and platforms
- Worked with leadership team to understand business objectives and produced reports to monitor progress.
- Monitored and measured customer feedback to determine opportunities, company weaknesses, areas for improvements and successes.
Customer Marketing Lead
Meta (formerly Facebook)
05.2020 - 10.2021
- Built a new customer marketing function for the 'Workplace from Facebook' platform, from the ground, up
- Built out the global Account Based Marketing cluster plan and strategy for high value accounts to drive renewals and expansion
- Oversaw development of customer success stories to assist in demand generation and support sales cycles
- Introduced more innovative ways to create and share customer stories, case studies, videos
- Plan and oversaw customer engagement initiatives including customer events, community management, customer communications, and customer awards program
- Reported on customer marketing activities and performance measurement to senior leadership and other key stakeholders
- Partnered with digital marketing and customer education teams to develop customer lifecycle campaigns
- Founder of the Workplace Effect Podcast - a customer focused podcast
- Designed and developed a new customer story playbook as a sales- enablement resource for Client Partners, Sales and Customer Success Managers.
Global Customer Marketing and Engagement Programs Manager
Blue Prism
08.2019 - 05.2020
- Developed and executed the global customer marketing strategy
- Managed and developed a small Customer Marketing Team alongside external agencies and vendors
- Continuously met retention and growth objectives in partnership with sales and other key stakeholders.
- Developed customer marketing content and campaigns to increase renewals, referrals, cross-sell and up-sell opportunities, working closely with Digital Marketing, Customer Success Managers and Product Marketing.
- Designed and developed a new customer onboarding program, to improve customer experience and support analysis of the customer journey, behaviour and trigger points to help identify targets for specific customer marketing programs.
- Lead and manage customer engagement and communication programs including: events, webinars, workshops, executive sponsorship programmes and email nurtures.
- Measured, analysed and reported on the impact of the customer marketing plan on sales pipeline revenue, producing monthly reports for Senior Leadership
- Implemented a new awards platform and planned and delivered the 2020 Blue Prism Customer Awards programs , improving user experience and increasing submissions by 52%
Group Marketing Manager
Brookes SCS
05.2018 - 04.2019
- Contributed to the increase in customer satisfaction and NPS scores through increased customer communication, and engagement programs, product awareness campaigns
- Initiated and managed a software user community and a new customer events strategy to support community growth and customer engagement
- Lead and developed a team of 5 plus external agencies
- Worked alongside the CEO to help define and build the go-to-market strategy for a new vertical market (Retail)
- Management of the marketing budget and strategy across all client acquisition channels including SEO, social media, content,
- Oversaw PPC campaigns, email campaigns and partnerships and events
- Worked closely with internal consultants and sales team to analyse and improve the quality of leads
Digital Marketing Manager
KTN
07.2017 - 05.2018
- Team management, providing guidance, support and leading cross-team collaboration.
- Taking the lead in the best marketing and communications practice across the team to deliver integrated digital marketing campaigns
- Brand Management - aligning the brand with marketing activity to ensure consistency of message.
- Ensuring marketing activities were effectively and successfully delivered as scheduled.
- Analysis of marketing data and making recommendations for improvements and changes based on campaign performance measurement and analysis.
Head of Marketing & Partnerships (Part time)
Chase Moulande
10.2016 - 04.2017
- Developed the marketing and candidate engagement strategy
- Improved and increased social media presence
- Define and track campaign effectiveness and adjusted strategies accordingly
- Developed and implement multi-channel campaigns for email, social media and advertising
- Management of internal and external communications
- Project management of a new website development and full company rebrand
- Developed strategic partnerships with educational institutes
- Reinforced brand authority by presenting company as thought leader at key industry trade shows, recruiter fairs and industry award events
Marketing & Communications Lead (Part time)
Digital Field Solutions
11.2015 - 10.2016
Marketing/Office Manager (Part time)
Sakura Business Solutions
London
12.2014 - 10.2015
Education
MSc - Digital Marketing
The Manchester Metropolitan University
04.2001 -
Certificate - Customer Advocacy: Business Impact
Captivate Collective
Certificate - Customer Experience
CX Academy
Professional Diploma - Leadership and Management
Shaw Academy
Professional Diploma - Digital Marketing
Shaw Academy
Certificate - ABM (Account Based Marketing)
UDEMY
CIM Professional Diploma - Marketing
West London College
Skills
- Customer Experience
- Customer-Led Growth Marketing
- Customer Lifecycle Marketing
- Account Based Marketing
- Integrated Marketing campaign planning
- Marketing budget management
- Change management
- Cross-functional collaboration
- Complex problem resolution
- Process improvement strategy
- Copywriting
- Podcast hosting
- Working in high-pressure environments
Timeline
Senior Manager, EMEA Customer Marketing
IBM
02.2024 - Current
Senior Manager, Customer Marketing, EMEA
Cohesity
10.2022 - 11.2023
Head of Global Customer Advocacy, Reality Labs
Meta (formerly Facebook)
10.2021 - 09.2022
Customer Marketing Lead
Meta (formerly Facebook)
05.2020 - 10.2021
Global Customer Marketing and Engagement Programs Manager
Blue Prism
08.2019 - 05.2020
Group Marketing Manager
Brookes SCS
05.2018 - 04.2019
Digital Marketing Manager
KTN
07.2017 - 05.2018
Head of Marketing & Partnerships (Part time)
Chase Moulande
10.2016 - 04.2017
Marketing & Communications Lead (Part time)
Digital Field Solutions
11.2015 - 10.2016
Marketing/Office Manager (Part time)
Sakura Business Solutions
12.2014 - 10.2015
MSc - Digital Marketing
The Manchester Metropolitan University
04.2001 -
Certificate - ABM (Account Based Marketing)
UDEMY
Certificate - Customer Advocacy: Business Impact
Captivate Collective
Certificate - Customer Experience
CX Academy
Professional Diploma - Leadership and Management
Shaw Academy
Professional Diploma - Digital Marketing
Shaw Academy
CIM Professional Diploma - Marketing
West London College
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