Category Creation, Corp Comms, Thought Leadership, Demand Gen, Digital, Account Based & Events Leader/Change Agent
San Jose, California, United States
ServiceNow – The Enterprise Cloud Company
VP, Corporate Marketing
July 2014 to Present
VP, Corporate Marketing
February 2011 to July 2014
Senior Director, Corporate Marketing
April 2006 to February 2011
Corporate Marketing Director
March 2005 to March 2006
Senior Director Demand Marketing
June 2001 to February 2004
1998 to 2001
Group Manager, Adobe Direct
1990 to 1998
Responsible for ongoing development and execution of all corporate marketing functions including Global Programs, Campaigns, Launches, Digital Marketing, Creative Services, Brand Management, Corporate Identity, Advertsing, Demand Generation and Event Marketing. Responsible for ongoing development and execution of all corporate marketing functions including Global Programs, Campaigns, Launches, Digital Marketing, Creative Services, Brand Management, Corporate Identity, Advertsing, Demand Generation and Event Marketing.
What company does Claire Darling work for?
Claire Darling works for ServiceNow – The Enterprise Cloud Company
What is Claire Darling's role at ServiceNow – The Enterprise Cloud Company?
Claire Darling is VP, Corporate Marketing
What industry does Claire Darling work in?
Claire Darling works in the Computer Software industry.
Senior marketing executive with 20+ years experience working for Fortune 500 Consumer and Enterprise Software Companies. Expertise across all aspects of marketing from thought leadership and awareness to digital and integrated marketing. Widely recognized as an extremely proactive, creative, strategic, driven leader that delivers results. Specialties: Advertising, Brand, Messaging, Corporate Events, Communications, Integrated Marketing, Product Launch and Paid Search (from both a Strategy and Execution level). Global expertise.VP, Corporate Marketing @ Responsible for ongoing development and execution of all corporate marketing functions including Global Programs, Campaigns, Launches, Digital Marketing, Creative Services, Brand Management, Corporate Identity, Advertsing, Demand Generation and Event Marketing. From July 2014 to Present (1 year 6 months) VP, Corporate Marketing @ Current responsibility for Advertising; Brand Marketing, Communications, Management and Enablement; CA World and CA World Expo Event programs; Corporate Messaging and Content Development; and, Creative Services. • Launched global CA at the Center brand advertising campaign to support 3 year brand positioning strategy which surpassed impressions, CTR, social sharing and engagement goals within first 6 months • Successfully launched CA World 2011 as a more strategic and impactful event program that delivered increased value and satisfaction levels to over 6,000 attendees. Continued the impact of CA World into our global CA Expo road shows and launched the very first CA World Virtual Event that continues to build community and education with our customers and partners • Developed and enabled the company around a differentiated corporate and integrated solutions level storyline that has helped re-position CA Technologies as relevant to delivering business service innovation. Resulted in double digit year over year increase in brand story power and substantial gains across brand perceptions now surpassing our key competitor • Led a cross-company global SWAT team to define, develop and launch corporate and sales play enablement tools, content and elearning training that led to 90% satisfaction scores from our global sales force • Defined and drove the evolution and impact beyond the initial corporate re-brand to ensure the brand evolved and encompassed more than just the release of a new visual identity • Re-branded and aligned the CA Solutions portfolio into a simplified framework to drive increased awareness around the more modern software offerings • Managed the transformation of our internal team and organizational model to become a more strategic, proactive and well respected internal group who became less reliant on multiple external strategic agencies in driving our brand evolution From February 2011 to July 2014 (3 years 6 months) Senior Director, Corporate Marketing @ Overall responsibility for advertising, brand, corporate events and integrated communications. • Re-branded VMware globally in 2009 with direct ownership of brand strategy, brand platform, corporate messaging, visual identity, tools/guidelines, collateral and training. Conducted global focus groups and customer research to define the brand and core message. Measured and drove brand health and performance to position VMware brand as most efficient in converting awareness to recommendation in 12 months. Launched brand programs to grow and extend our brand out to our growing, diverse partner ecosystem • Launched “Move Beyond” executive awareness advertising and integrated campaign across 7 countries to position VMware’s as driving a transformation in IT. Campaign drove strong association that positioned VMware in new Cloud Computing category and being fundamental in leading the transformation of IT over to a user-centric model • With responsibility for the overall VMworld global program, grew VMworld to become the 2nd largest IT event, from 3,500 to 22,000 attendees over 5 years while increasing overall satisfaction year over year to 93%. Increased sponsorship and attendee revenues significantly to turn VMworld into a profit center after 3 years • Launched and led first VMware cross-company communications taskforce for last 2 years to deliver an integrated product, program and audience communication plan and approach • Successfully drove 2 major product launches and supporting events for our flagship product to key influencers, customers and employees • Redefined VMware’s Customer marketing and reference strategy, infrastructure and approach to become a more scalable, highly successful set of programs and deliverables that customers wanted to participate in • Designed and grew a highly successful Corporate Marketing team that continues to deliver exceptional results across all programs and is respected across the Industry From April 2006 to February 2011 (4 years 11 months) Corporate Marketing Director @ Responsible for TIBCO global corporate marketing (advertising, marcom, website, collateral, messaging and branding) • Re-launched Business Process Management solution in 6 countries. Successfully drove awareness around key differentiators and sales leads using events, advertising, new collateral and a dedicated microsite • Re-defined Customer and Field communications programs to ensure readership and awareness of key marketing programs and activities. Customer Communication program readership increased to 60% and Field Communications average readership increased to 75% • Re-defined the approach to Industry events and tradeshows by demonstrating measurable ROI through an effective lead capture, maturation and communication program • Successfully delivered TIBCO’s annual user conference (1,000 attendees) • Created a brand and messaging architecture and supporting guide for TIBCO corporate and product positioning. Developed a new product stack that more easily communicates TIBCO’s differentiators • Created a new brand identity and structure for TIBCO across all communications. Defined product and corporate collateral strategy for various audience levels From March 2005 to March 2006 (1 year 1 month) Senior Director Demand Marketing @ Responsible for driving an integrated global program strategy delivering quarterly programs and themes to support awareness, lead generation/qualification/maturation, and pipeline support/relationship building. Achieved through the appropriate use of marketing tools including door openers, direct mail/email, seminars (web/in-person), telemarketing/sales dives, personalized newsletters, inside sales drives/incentives, in-account events and appropriate use of segmentation/account models (vertical industry, role/responsibility and solution offered). From June 2001 to February 2004 (2 years 9 months) Director @ ADOBE SYSTEMS, INC.(1994 - 2001) Director, International Web Sites (1999-2001)Overall responsibility for Adobe’s 20 International web sites. Director, Worldwide Direct Sales & E-Commerce(1998-1999) Responsible for Adobe’s global Direct Sales & eCommerce business plan, representing 12% of annual application revenue. From 1998 to 2001 (3 years) Group Manager, Adobe Direct @ European Direct Sales Business & Marketing Manager (1996-1998) Management of a pan-European business unit including demand generation and revenue/profit achievement. Demand generation included pan-European advertising, direct mail, catalogue, email, and call center campaigns. European Product Marketing Manager (1990 to 1994) Responsible for pan-European product launches for all Imaging and Illustration products. Included product messages, branding, marketing launches, plans, objectives, supporting collateral sets, sales programs. From 1990 to 1998 (8 years) Claire Darling is skilled in: Advertising, Corporate Events, Demand Generation, Marketing Management, Enterprise Software, Thought Leadership, Product Launches, Integrated Marketing, Marketing Communications, Marketing Strategy, Messaging, Sales Enablement, B2B, Go-to-market Strategy, Social Media
Extraversion (E), Intuition (N), Feeling (F), Judging (J)
3 year(s), 6 month(s)
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