Data-driven and customer centric marketing leader with over 15 years experience leading Web strategy, demand generation and customer lifecycle plans (engagement, lead nurture, acquisition, retention, renewal) for consumer and enterprise software and subscription-based software as a service (SAAS). Strong marketing project management experience managing integrated marketing deliverables, with deep expertise in Web marketing and direct response and data and behavior based communications and user experiences. Unique blend of experience across the product and customer lifecycles with passion for cultivating and translating customer insights into engaging end to end experiences that delight customers and exceed business results. Highly collaborative manager consistently recruited for brand new positions to tackle complex initiatives in both startups and global highly matrixed organizations. SPECIALTIES: • Cloud-based (SaaS) products and services • CRM - Direct response / database / relationship marketing • Marketing Automation • Web marketing and ecommerce • Digital marketing • Product / User experience SELECT ACCOMPLISHMENTS: •Led global marketing plans and launch of Adobe’s first SaaS offering; Exceeded customer acquisition goals by bringing in over 37% net new customers in under 6 months •Increased subscribers from 100K to over 11M for a leading small business SaaS offering acquired by Intuit •Drove a 10X increase in Adobe direct revenue for flagship design products including Creative Suite, increasing sales by 29% through direct communications •Drove a 43% increase in Adobe’s customer LTV over an 18 month period through direct marketing •Built $175M in annual revenue by transforming Adobe's worldwide software free trial program

Marketing Consultant @ Recruited by original Adobe hiring manager to drive marketing programs and marketing operations for a startup with a SaaS based enterprise social network offering (competitor to Yammer and Jive). Own the Web site including a complete end to end re-design, content re-write, and technical overhaul from Drupal to html5 to support lead scoring and improve demand generation and daily management of all updates and enhancements. Lead marketing automation and CRM requirements and ongoing data management with data scientist (Marketo, Salesforce.com, ecommerce). Drive customer lifecycle programs including demand gen, lead nurture, and engagement including a monthly Webinar program to drive sales pipeline and revenue via ecommerce and sales channels. From 2013 to 2014 (1 year) Group Product Marketing Manager, Creative Suite SaaS and Mobile Products @ Played a pivotal role in leading a team responsible for transforming Adobe’s traditional creative business from desktop software to a software as a service (SaaS) based business model via successful launch and sustaining marketing of subscription-based products, cloud services including Adobe Creative Cloud, and Adobe’s first mobile apps for creative professionals including Photoshop Touch. Responsibilities included end to end customer experience requirements, positioning, branding, go-to-market plans, customer acquisition and retention, and cross-company organizational and infrastructure changes to enable the new business models. From 2008 to 2012 (4 years) Group Marketing Manager, Creative Pro Installed Base Marketing @ Recruited by Adobe for a new position to lead the worldwide customer contact strategy and customer experience for Adobe’s flagship Creative Suite product line across multiple touch points and all forms of communication including in-product, Web, email, direct mail, display advertising, ecommerce, SEO, SEM. Responsibilities also included driving requirements for marketing infrastructure improvements including e-commerce, product registration, CRM and marketing automation to support a more dynamic, data-driven and personalized marketing approach to drive user engagement and increase customer lifetime value. From 2004 to 2008 (4 years) Sr. Marketing Manager, Web Strategy @ Managed the company’s customer and partner Web portals, encompassing a broad range of global responsibilities surrounding the successful marketing and management of Seagate’s complex eBusiness efforts via a set of web-based software tools. In partnership with sales and deployment teams, successfully achieved over $2B in booked revenue within the first 6 months and decreased Seagate’s operating costs by achieving a 95% rate for electronic purchase orders.Spearheaded customer research and usability studies which ultimately resulted in a global revamp of the company's entire Web presence, including Seagate.com, the customer Web portal and their reseller program Web experience. From February 2002 to October 2004 (2 years 9 months) Brand/Product Marketing Manager, Small Business and Consumer Online Services @ Led the efforts to conceive and launch Homestead Professional, a SaaS / subscription-based Web site building and hosting service for small businesses. Drove key customer research and decisions regarding features and the customer experience, and recruitment and management of agencies to develop brand architecture and brand personality. Led integrated marketing programs and partner co-marketing that drove free membership from 100K to over 11M. Drove user experience, customer communication and conversion efforts to convert consumer and small business memberships from free to paid subscriptions. From 1999 to 2001 (2 years) Director, Marketing @ Led all public relations and communications plans and managed PR, Brand and Design agencies. From 1998 to 1999 (1 year) Sr. Public Relations Account Manager @ Led PR efforts for two Internet startup companies - Virtual Vineyards (now Wine.com) and Homestead.com. From 1997 to 1998 (1 year) Marketing Communications Manager @ From 1995 to 1997 (2 years) Legal Assistant @ From July 1985 to September 1992 (7 years 3 months)

BS, Marketing @ San Jose State University Dana Rositano is skilled in: Product Marketing, Customer Experience, Go-to-market Strategy, Demand Generation, SaaS, Web Applications, Marketing Strategy, Email Marketing, Product Management, User Experience, Product Launch, Customer Retention, Public Relations, Marketing Research, Database Marketing