Alisa Alvich

"A jack of all trades master of none...
though oftentimes better than a master of one!"

 

A Columbus Ohio native, Alisa is the Swiss Army knife of the marketing world - versatile, adaptable, and always ready to tackle any challenge. With an expansive career that's taken her through a variety of diverse business landscapes, she's become a seasoned strategist, a growth hacker, masterful storyteller, and a trusted advisor to clients and colleagues alike.

From startups looking to implement a marketing strategy where none exists to enterprise juggernauts seeking to penetrate accounts, and from B2B to B2C, Alisa has honed her skills in marketing strategy, tactical frameworks, customer lifecycle marketing, branding, sales enablement, content creation, and digital marketing.

Her ability to adapt and excel in any situation and environment shows that sometimes,
being a jack of all trades is better than being a master of one! 

 

STRATEGIC MARKETING | TACTICAL FRAMEWORKS & EXECUTION | SALES ENABLEMENT | ACCOUNT & CUSTOMER LIFECYCLE MARKETING | BRAND MANAGEMENT | DEMAND GENERATION | CONTENT & COMMUNICATIONS | REVENUE OPERATIONS

Career Highlights & Professional Journey

  • Excelled in strategic marketing, tactical frameworks, customer lifecycle, brand, content and communications.
  • Managed multimillion-dollar budgets, spearheaded integrated marketing strategies, and cultivated meaningful engagement across various stakeholders, driving revenue growth, brand visibility, and demand generation.
  • Established impactful branding and messaging across various initiatives, resulting in significant market penetration and revenue growth.
    • Led market entry initiatives that have led to the acquisition of hundreds of new customers and a remarkable 74% increase in revenue over a two-year period.
  • My focus on customer retention has resulted in a 40% increase in retention rates and the acquisition of key enterprise-level accounts such as Walmart, Sysco, Nike, and more. 
  • My efforts in streamlining revenue operations and automating marketing systems have led to significant productivity gains and increased lead generation for enterprise clients. 

EASE Logistics

August 2008 - February 2024

Innovative logistics and supply chain solutions provider (3PL & 4PL, asset owned), specializing in freight and transportation management services, warehousing, and integrated logistics services with annual revenue exceeding $350 million and 250 employees, and both hyper-local and national market presence.

 

Managed $1.5 million annual marketing budget and internal marketing department, spearheading integrated marketing strategies to amplify brand presence, drive revenue, and cultivate meaningful engagement among customers, communities, strategic partners, and employees. Oversaw brand consistency by providing strategic, operational, and creative direction for marketing efforts, sales activities, and content creation. Spearheaded internal marketing strategy and operations, including the development of all internal marketing assets, communications, and fulfillment of marketing needs across all departments.

Established branding, positioning, and messaging across innovation, ESG, DEI, employee empowerment, and philanthropy and community engagement initiatives. Created sales presentation materials tailored to client needs, consulting with account managers to develop effective pitch decks and presentations. Negotiated contracts and oversaw creation of advertising assets, delegating design tasks to internal teams and managing advertising budget.

Implemented processes and workflows to streamline marketing operations, drive brand consistency, messaging coherence, and the delivery of high-quality creative assets ensuring marketing effectiveness across all channels. 

 

Key Projects: (External Links)

EASE Projects

Growth

  • Played a pivotal role in building and branding the company's new solutions and services, spearheading market entry initiatives that resulted in:
    • Acquisition of 360 new customers, significantly expanding the company's client base and industries served.
    • Achieved a substantial 74% increase in revenue from 2021 to 2023, demonstrating the effectiveness of marketing strategies in driving business growth.
    • 145% increase in volume, reflecting strong market penetration and demand for new offerings.
  • Delivered explosive 2-year growth in organic web traffic (209.8%) and total user traffic (164.8%) YoY.
    • 2023 website performance and user acquisition milestones included direct user acquisition (+72%), organic search (+72.91%), organic search acquisition (+58.71%), paid search acquisition (+986.6%), display ad acquisition (+100%), referral acquisition (+30.39%), and email (+156,000%).
    • Achieved top 3 ranking for 39 keywords in Google Search from 2022 to 2024.
  • Spearheaded customer-retention strategies, working cross-functionally with account managers to identify customer needs and opportunities. Increased retention by 40%
  • Worked cross-functionally with account managers and sales to land and upsell enterprise-level accounts such as Nike, Walmart, Honda, and Cardinal Health.
  • Worked cross-functionally to develop and launch Certified Diverse-Owned Carrier program, a 2-pronged corporate initiative that focused on building EASE's network of certified diverse-owned carriers. Increased EASE's certified diverse-owned carrier network by +3,700% and generated $2.52 million in customer spend within first 8 months.

Optimization

  • Launched Monday.com internal ticketing system, enabling cross-functional collaboration leading to increased productivity and output by 60% in the first quarter.

Misc. Achievements

  • Led $1+ million-dollar corporate rebrand initiative
  • Managed strategic partnerships, corporate sponsorships, and community engagement initiatives, including overseeing a million-dollar sponsorship with the Columbus Crew.
  • Led EASE to secure#1 in Transportation on Fortune’s list of Most Innovative Companies in America (2023). outranking brands such as FedEx, Delta, American Airlines, and other highly identifiable brands in transportation space.
  • Developed company’s customer journey, identifying lifecycle stages and corresponding messaging.
  • Played a pivotal role in developing the proposals that secured multiple federal grants for innovative projects, notably securing participation in the DriveOhio Rural Automated Driving Systems Project and the I-70 Truck Automation Corridor Project. Collaborated with strategic partners to manage all public relations, media, and communications efforts, ensuring effective campaign execution, national brand recognition, and consumer education. 
  • See below for awards and recognition during my tenure at EASE!

AccuReg

June 2017 - September 2019

Healthcare Revenue Cycle Management software provider that marketed intelligent/AI front-end revenue cycle software to hospitals and health systems (8 native software programs in suite), with $82 million in annual revenue and 276 employees.

 

Led team of 5 direct reports, while simultaneously managing relationships with PR agency and digital marketing firm, to steer company's marketing strategies and align with sales and revenue objectives. 

Administered $1 million budget to optimize marketing operations and ensure cost-effective campaign execution. Redefined and streamlined Revenue Operations (RevOps) by streamlining and optimizing the entire lead generation and sales process. 

Owned and fostered relationships with industry associations, including tradeshow management, partner marketing, and co-hosting webinars, to enhance brand visibility and market penetration.

Spearheaded white-space lead generation initiatives, conducting targeted drip-campaigns based on customer segments to sell tailored software solutions. Conducted customer interviews to create compelling case studies and video testimonials, significantly enriching marketing content and customer engagement.

AccuReg Projects

Achievements

  • Led marketing department to achieving most successful program to date, generating 90+% of all high-quality leads (HQLs) resulting in $11 million in annual sales, representing 40% year-over-year increase.

  • Developed 50-page comprehensive sales and marketing roadmap based on revenue goals and corporate objectives.
  • Rebranded, optimized, and successfully launched 2 new corporate websites, increasing lead rate by 56% and lead-to-high-quality-lead rate by 61%.
  • Partnered with sales to align sales objectives with lead generation efforts. Integrated Salesforce and Pardot establishing a comprehensive lead generation process.
  • Automated and optimized tech stack to capture, score, and track leads, deploy integrated trigger-based drip campaigns, and nurture and convert leads throughout the sales journey. Enhanced lead tracking, scoring, and nurturing capabilities, resulting in improved lead conversion rates and sales outcomes.
  • Redefined stages of the sales cycle—IMP (Impression), MAL (Marketing Accepted Lead), MQL (Marketing Qualified Lead), SAL (Sales Accepted Lead), SQL (Sales Qualified Lead), etc.
    • Tracked and analyzed lead progression through the funnel, reporting pipeline growth, and other identified KPIs to executive team on a monthly, quarterly, and annual basis.
  • Created and managed all client development programs, upsell opportunities and campaigns (client growth and retention initiatives).
  • Vendor management; acted as liaison and point of contact for all outsourced partners and vendors. Managed all project initiatives, deliverables, and project timelines.
  • Partnered with industry specific associations to launch multiple educational webinar series. Included four co-hosted webinars with HFMA and NAHAM, and seven client upsell webinar series.

JumpCrew 

February 2020 - August 2021

National sales and marketing agency (BPO) that provided sales, marketing, and full funnel strategy (sales and marketing) services to customer organizations, with $58.3 million in annual revenue and 351 employees.

 

Led and managed a customer marketing delivery team of 6, overseeing both internal operations and customer relationships to develop and execute lead generation and sales enablement marketing strategies and campaigns. Additionally, developed and supervised marketing and sales enablement programs aimed at enterprise and mid-market customers, bridging the gap between marketing and sales teams.

Acted as strategic account manager for enterprise organizations, responsible for analyzing customer's sales and marketing efforts along with corporate goals, then recommended and pitched marketing programs and full-funnel strategies. Responsible for managing customer's marketing strategy, cultivating and expanding customer relationships, overseeing program execution, and aligning marketing programs with sales support teams.

Conducted thorough market research and competitive analysis to craft targeted marketing campaigns and lead funnels. Designed and implemented bundled marketing solutions to enhance service offerings, including lead generation and branding solutions.

Served as a liaison between the marketing department and customer internal sales teams, ensuring effective lead management and tracking, and providing customers with performance metrics and areas for optimization.

Strategic Account Management & Revenue Growth

  • Contributed 32% increase in converting sales-only customers to "full-funnel" sales & marketing customers with the first year.
  • Revitalized JumpCrew's organizational approach by developing and implementing a robust "Full-Funnel" strategy, aligning customer's sales and marketing functions. This initiative:
    • Enhanced account management through the integration of customer sales and marketing delivery teams, amplified high-quality lead generation, and streamlined communication by consolidating reporting to showcase the impact of "full-funnel" integration.
    • Ideated repeatable marketing programs, extending capability to offer tailored solutions to similar customer profiles.
  • Cultivated and maintained customer relationships by successfully pitching, delivering, and upselling tailored marketing solutions to meet business objectives.
    • Achieved a 70% closed/won rate on contracts, resulting in upsells generating an additional $5,000 per month, alongside project-based work valued up to $20,000, enhancing revenue through strategic account management.
  • Audited customer systems, recommended improvements, and oversaw the integration and automation of customer's marketing technology (MarTech) systems, significantly impacting customer success and retention.

Customer Outcomes

  • Managed and led the automation of an enterprise real estate customer's marketing and email systems, resulting in a 35% increase in productivity, website traffic, and lead generation within the first 6 months.
  • Achieved 263% YoY revenue increase for client Beauty Blender by optimizing their website and creating more compelling website content.
  • Led the customer marketing delivery team. Developed corporate brand guidelines, refreshed websites, and oversaw content creation and campaign execution for customer accounts.

Pardot Marketing Automation Audit

JumpCrew Marketing Services Deck

Tier5 Marketing

September 2014 - 2020

Digital marketing and strategic business development company specializing in end-to-end, integrated sales and marketing solutions for Enterprise and SMB B2B companies.

 

Co-founded Tier5 Marketing Services, a B2B strategic marketing and sales agency serving clients across various sectors, including IT/SaaS providers, professional services, MSPs/VARs, software development, healthcare, law firms, financial services, non-profit organizations, music and entertainment, startups, and media and marketing agencies.

Expanded business services and revenue streams by partnering with marketing agencies and contractors. Integrated Revenue Operations, digital marketing (SEO, web development, paid advertising), graphic design, and public relations into our offerings.

Provided consultation on building marketing and sales processes, recommending automation software, CRMs, and other tools tailored to client needs, budgets, and capacities. Worked directly with clients to customize marketing and sales solutions to their unique needs. Assessed current marketing, sales, budgets, and operations to recommend systems, processes, and campaigns aimed at fostering growth, efficiency, and effectiveness.

Achievements

  • Facilitated growth plans and marketing strategies for organizations with annual revenues ranging from $3 million to $200 million. 
  • Responsible for generating more than 80% of new business year-over-year
  • Enhanced customer's Revenue Operations by developing tailored marketing roadmaps and blueprints, streamlining sales and marketing operations. 
  • Designed and implemented comprehensive marketing strategies and campaigns, ensuring recommendations were scalable and aligned with financial and operational capabilities. 
  • Acted as interim marketing director for client organizations in hyper-growth mode.
  • Assessed clients current marketing and sales strategies, budget, operations, and sales and marketing technology stack to recommend appropriate systems, platforms, and integrated marketing campaigns to support bottom-line growth.
  • Delivered comprehensive sales, LinkedIn, and Sales Navigator training to sales teams and business executives, rooted in leveraging LinkedIn and content creation to enhance business attraction and conversion rates while establishing thought leadership.
    • Crafted and implemented tailored scripted outreach campaigns, resulting in an increase in engagement and a 55% rise in prospect acquisition.
    • Optimized LinkedIn usage led to heightened brand visibility, expanded professional and prospective client networks, and elevated industry authority for clients driving a 67% increase in conversions and fostering long-term business relationship

Ready To Win Big Business?

Interested in learning the secrets behind increasing prospect acquisition and conversion rates? Check out this sales presentation that unveils the proven strategies used by Tier5 clients to achieve these results.

Step into the new Age of Sales and Marketing and reimagine winning marketing messages to win big business.

Click the button below to access the presentation today!

Tier5 Business Overview

Tier5 Business Overview

Reflections...

Looking back at these outdated materials I can't help but feel a little bit nostalgic. Embarking on the journey of starting a family business was a pivotal time for me. As I revisit these materials now, I realize it's a good thing I didn't take up graphic design (!), but more importantly, how it shaped my passion for business and marketing. And how fortunate I've been throughout my career to have worked with amazing professionals and mentors who have become cherished friends, and with great brands and companies that have become valued connections... 

Though they may be dated assets, they hold a cherished place in my heart, symbolizing the beginnings of my entrepreneurial spirit and lifelong dedication to the field.

EVS Corporation & Yotta280

Asigra Software Resellers

August 2012 - September 2014

A leading provider of enterprise-grade data backup and recovery solutions, Asigra pioneered cloud-based data protection and is known for its robust protection against data loss, corruption, and cyber threats through a network of more than 1,000 international partners. Their comprehensive backup solutions are designed to protect data across various platforms, including physical, virtual, and cloud environments.

During my time with Yotta280 and EVS Corporation I helped build out the internal marketing departments from the ground up, establishing all marketing programs and partner relationships. Worked directly under the CEOs and acted as the liason between EVS, Yotta280, and Asigra. 

As an integral part of the Asigra Software Reseller ecosystem, I was responsible for developing and implementing the strategic and tactical marketing programs and spearheaded a range of dynamic marketing initiatives, driving impactful results and garnering recognition for excellence in demand generation.

From building an internal marketing department to launching a Channel Partner Program and crafting co-branded materials, our efforts have consistently elevated brand visibility and facilitated robust revenue growth. Alongside these achievements, we've maintained a steadfast commitment to strategic market research, media coordination, and the development of engaging content. 

Conducted market research and analysis, utilizing resources such as Gartner Research and Asigra Cloud Backup, to inform marketing strategy focused on niche internet technology businesses. Provided strategic consulting to develop business plans and marketing strategies, aiming to generate viral presence and build brand awareness, acceptance, and action. Assisted CEO and VP of Sales and Marketing with strategic marketing planning and implementation.

Achievements

  • Won Best Demand Generation Campaign: Recognized for outstanding marketing efforts among 1,000+ corporate partners in 2014. 
  • Built Internal Marketing Department: Established and executed integrated marketing campaigns across traditional and online channels.
  • Launched Channel Partner Program: Developed new line of revenue by recommending, developing, and implementing EVS's Business Consulting Services and new Partner Channel expansion allowing MSP partners to white-label and resell the Asigra disaster recovery software. Secured three new channel partners within 11 months doubling initial marketing investment.
  • Developed Co-branded Marketing Materials: Developed joint marketing campaigns and co-branded marketing materials, providing reseller support and training. Implemented joint marketing campaigns to further drive sales and revenue growth.
  • Supported Inbound and Outbound Marketing Efforts: Managed marketing campaigns from concept to completion.
  • Implemented Web Marketing Initiatives: Executed lead generation campaigns, email marketing, and social media activities.
  • Conducted Market Research and Competitive Assessments: Informed marketing strategies through thorough analysis.
  • Coordinated Media Relations and Outreach: Engaged in promotional planning to bolster sales initiatives.
  • Authored Publications and E-newsletters: Provided engaging content while conducting supporting research.
  • Presenting Partner at Annual Asigra Summit: Invited to the Annual Asigra Partner Summit in Toronto, CAN, as a presenting partner. Presented the marketing framework and go-to-market strategy to a network of Asigra business owners internationally.

Professional Resume

EASE Logistics, Additional Awards & Recognition

Orchestrated brand campaigns that led to the following:

National Recognition:

  • EASE was named to Inc. Magazine’s prestigious “5,000 list” for 6th consecutive year, rising from #2,190 previous year to #1,154. Ranked 20th in Ohio, 8th in Columbus area, and 43rd in Logistics & Transportation.
  • EASE was named for 2nd time as one of Descartes Systems Group’s top carriers worldwide, an honor reserved for less than 1% of their carrier network. Evaluated based on use of Descartes MacroPoint and achievement of industry-leading tracking compliance across high volume of freight.
  • Click to View 

 

Regional:

  • Peter Coratola, Jr. (President & CEO) won Columbus Business First C-Suite Awards, based on nominations for top CEOs, president/COOs, CFOs, CIO/CTOs, CMOs and others, with winners determined by vote of their peers. Designation places Peter Coratola, Jr. among region’s most-accomplished business leaders, inspiring and encouraging others in the community through integrity and excellence.
  • Peter Coratola, Jr. named for 2nd consecutive year to Ohio 500, a list of most influential executives statewide, presented by Ohio Business Magazine.
  • Abbi Failla received Columbus Smart 50 & Columbus Smart 50 Innovation Award, recognizing top executives of 50 most visionary companies in Central Ohio region for ability to effectively build and lead successful organizations. Demonstrated leadership in cementing EASE’s identity as a forward-thinking company that embraces creativity and drives change. 
  • Company named in Top 100 Largest Privately Held Companies in Central Ohio (#26) after growing annual revenue from $186 to $317 million.
  • Company named to Columbus Business First Magazine’s Lower Ohio Top Private Companies (#85)

Additional Highlights

  • Helped land/close, and upsell solutions to Enterprise-level accounts such as Walmart, Sysco, Cardinal Health, Nike, and largest warehouse tenant (Jura Toys) by developing presentations and materials to pitch. Conducted customer research and developed messaging/positioning that aligned with major customers.
  • Rolled out and adopted tools that included Mailchimp and Active Campaign (Email Marketing platform), Survey Monkey (survey platform), Hootsuite and Latr (social media tools), and Sociable Kit (live streaming app).
  • Managed digital vendor and oversaw the process of migrating custom DNN website onto WordPress 
  • Owned and managed relationships with all external vendors and agencies including INVNT (rebrand agency), ForeFront Web (SEO/digital agency, $5,000/month), Magnum Press (Print Partner), Media/publications entities such as NBC4, 614 Media, Business Journal, and Fast Company, Strategic Partners such as ODOT and DriveOhio, and corporate sponsorships with Columbus Crew, Dublin Food Pantry, Wounded Warriors, and World Pickleball.
  • Launched campaigns to amplify philanthropy efforts, with stories covered and picked up by NBC4, Daytime Columbus, and IHeart radio “CEO You Should Know Interview.”
  • Participated in new employee training as part of EASE University, 3-week onboarding program. Trained new employees on marketing support and the customer journey. Developed internal SOPs detailing how marketing team developed new marketing materials between copy and design specialists.
  • Optimized cross-functional workflows by initiating meeting with stakeholder groups (CEO, head of sales, head of marketing, VP of operations) to clarify duties and accountability regarding development of sales materials. Developed operational process and created SOP outlining each step and teams’ responsibilities, followed by creation of ticket for all customer meetings that triggered certain actions.
  • Contributed to development of an internal communications program. Teamed with CEO to understand objectives for internal communications and crafted quarterly calendar of all communication avenues and frequencies, including notification emails, TV slides displayed office-wide, internal activities calendar created with HR, monthly bulletin, and extensive quarterly newsletter. Ensured employees stayed abreast of upcoming events, awards won, volunteer opportunities, and changes to organizational structure.