THOMAS MOLFETTO

Cranford, NJ 07016
(Home) 908.931.0538 (Cell) 908.803.8979
tmolfetto@verizon.net www.linkedin.com/in/tmolfetto

SUMMARY OF QUALIFICATIONS
Results-oriented and hands-on MARKETING PROFESSIONAL and problem solver who gets the job done. Professional
Certified Marketer and MBA with strong business writing skills. Solid work ethic in quickly learning global markets and products
across industries. Resourceful team player who is flexible in adapting to rapid changes and challenges. Empowering leader who is
skilled in identifying and developing global revenue opportunities and building product and service brandsfrom start to finish.
AREAS OF EXPERTISE
Product Marketing, Marketing Communications including formulating product positioning, value propositions and targeted
messages; generating demand through webinars, email lead nurturing and online advertising; writing content for website redesigns,
case studies, white papers, press releases and newsletters; developing sales enablement tools including: battle cards, pitch sheets,
data sheets and sales presentations; planning trade shows and events; and providing partner training and client and analyst briefings.
Market Planning and Strategy Development including identifying customer requirements for product and service launches and
roadmaps; building business cases to secure resources; and formulating market and customer research and analysis into 4P strategies
(marketing mix); building strategic marketing plans and budgets to drive the execution of tactical programs and campaigns.
Market Research and Analysis including capturing and analyzing market, customer, product and competitive intelligence
(primary and secondary research); formulating data mining insights, SWOT constructs, and web site and social media analytics; then
driving findings into integrated marketing, partner, sales and product related recommendations and proposals.
BUSINESS EXPERIENCE
Director, Product Marketing, ServiceNow (Neebula Systems), Woodbridge, NJ 2014-Present
Transitioned to IT software leader to stimulate demand and support sales enablement after Neebula startup was acquired.

To generate new opportunities and build brand awareness, devised a strategic and tactical marketing plan and budget that drove
integrated campaigns, promotional programs and joint plans with channel partners. Defined customer needs and targets based
on research insights and competitor analysis. Developed positioning and value propositions. Translated technical features into
messages to drive demand. Executed partner sales training sessions and industry analyst reviews. Scripted creative briefs and
managed an online advertising program across multimedia outlets. Created sales enablement tools including data sheets, battle
cards and pitch sheets. Identified and managed national and regional trade shows. Results: campaigns produced an average of
90 new leads per month (150% of goal) from 70K impressions with an above average CTR of .13%. Captured an average of 120
leads per trade show (68% increase from prior year) with an average lead conversion rate of 15% (best-in-class).

In formulating content for email and social media campaigns across five use case segments, wrote eBooks, white papers, case
studies, press releases and blog posts. Framed bi-weekly webinars to anchor campaigns, foster thought leadership, increase
website downloads and support social media conversion. Managed a database of 200K emails and created nurturing streams to
drive interest for product demonstrations. Integrated HubSpot and SalesForce to track and ensure that marketing lead and
conversion goals satisfied sales objectives. Results: captured a monthly average of 2,800 unique website visitors (1.9 times more
than previous year). Increased website visitor-to-lead conversion rate to 6.6% (4 times industry average). Drove 1,200 monthly
leads on average including 500 partner leads at an average CPL of $83. Secured an average of 54 attendees and 180 registrants
per webinar (47% more than previous year) at an attractive $3.42 CPL. Increased social media followers by 191. New follower
included potential global partners, HP and BMC. Improved SEO by maintaining 30 first-page-keywords (16 in positions 1-3).

To uncover sales prospects, trained and supported an appointment setting team of four. Data mined suspect leads, devised
scripts and weekly email campaigns to streamline telemarketing efforts. Results: booked an average of 64 monthly appointments
that lead to 35 new leads on average per month (20% increase in from previous year; and 10% higher than objective) at an
average CPL of $243 ($17 lower than target). Captured new business from Seagate, Tesla, Amdocs, Fidelity, and El Al.

Director, Marketing and Public Relations, Configuration Management, Inc., Matawan, NJ 2013
Selected by a software consulting and staffing company to promote its services and generate new business. Directed a marketing
department of five people and reported to CEO.

To generate new business, developed and managed all market planning and product marketing activities on a minimal budget.
Defined customer requirements. Formulated positioning and value propositions. Translated technical features into business level
messaging. Re-designed web site to improve SEO. Developed a social media content plan to drive web site traffic. Wrote press
releases, white papers, case studies and brochures. Created sales presentations and six new videos. Managed weekly email

campaigns to capture leads. Results: increased web site traffic from previous year by 15%. Added 20% more prospects to the
sales funnel from previous year and captured new business from Honeywell, AIG and Vonageall with limited resources.
Thomas Molfetto (Home) 908.931.0538 (Cell) 908.803.8979 tmolfetto@verizon.net

Page 2/3

Director, Marketing and Public Relations, Flash Global Logistics, Mountain Lakes, NJ (2012 2013)
Hired by a $60 Million global supply chain logistics provider to generate demand in challenging markets. Reported to the CEO.

To lead marketing efforts, formulated and executed strategic programs to promote brand awareness and drive lead generation
across global markets. Led new service launches for emerging markets. Planned trade shows and events. Wrote web content,
white papers, newsletters, online advertisements, product data sheets, sales presentations and battle cards. Managed email
campaigns and web seminars. Trained sales force on new offerings. Result: captured new business from technology and
manufacturing companies that generated $3 Million in annual sales (5% increase from previous year).

Consultant for a global software company and a leading investment bank. (2008 -2011)
Director, Product Marketing, Infragistics, Cranbury, NJ (2011)
Selected by the CEO of a global software firm to unify product marketing strategy with limited resources and under tight deadlines.

In delivering software innovations, developed product marketing plans. Translated technical features into optimally positioned,
differentiated and targeted messages. Ensured that marketing content was built on customer drivers and research insights.
Partnered with Microsoft in creating joint demand generation and promotional plans. Executed workshops and trade shows.
Managed web seminars, online marketing campaigns and media advertising programs (controlled $2 Million budget). Unified
web site messaging following a redesign to support SEO. Results: Added 13% more qualified prospects to the sales funnel from
previous year. Launched two new software products that drove a 7% increase in revenue from prior year.

AVP, Marketing & Business Development, Deutsche Bank, Global Technology Division, Jersey City, NJ (2008-2010).
Hired to market 22 IT infrastructure products and services to global business units. Reported to the VP of Product Management.

To maximize the banks data center investments, researched and identified global sales opportunities for managed services and
new products. Formulated plans to increase penetration into existing and new banking areas by promoting solutions that
maximized return on investment. Guided engineering in building ITIL-aligned roadmaps. Improved product awareness by
redesigning web site. Managed internal communications through newsletters, videos and broadcasts. Result: closed 49
customer engagements in the U.S., U.K., Singapore and Germany.

Marketing Director, Publishers Circulation Fulfillment, Towson, MD (2006 2008)

Recruited by newspaper distribution outsourcing startup to grow business in an industry that was experiencing rapid consolidation
and transition. Reported to Senior Vice President of Sales.

To achieve market leadership for this start-up company, acquired new business (on a minimal budget) by formulating and
executing strategic programs and campaigns that promoted brand awareness and drove lead generation. Redesigned corporate
web site. Wrote case studies, press releases and advertisements. Obtained client endorsements. Result: captured new business
from three industry leaders (Financial Times, Wall Street Journal and Washington Times) that generated $17 Million in annual
sales (23% increase in revenue from the previous year).

Consultant for a multimedia publisher and federal credit union. (2003 2006)
For Thomson Media, grew revenue in advance of an acquisition for this leading B2B publisher. Built an integrated, multimedia
product suite that addressed customers thought leadership and lead generation needs. Owned product marketing, including:
research, messaging, website creation and sales training. Result: increased share of wallet from IBM and SAS.
For First Federal Credit Union, directed a marketing department of six people and reported to CEO. Developed a strategic
marketing plan that generated a 5% increase in new customers from the previous year.
Senior Marketing Manager, Unisys, Systems & Technology Unit, Malvern, PA (2002 2003)
Recruited to facilitate change for a global computer hardware manufacturer that sold to the same businesses for decades.

In delivering new business, built and owned two new services-led product programs from concept to launch. Followed a stagegate review process to articulate business cases, secure resources and direct project plans. Defined customer needs and targets.
Formulated positioning, value propositions, product requirements and roadmaps. Managed analyst reviews, demand creation and
creative briefs. Developed targeted messages with channel partners (Microsoft and Intel). Results: increased sales into new
accounts by 10% above forecast ($2.3 Million). Pre-empted leading competitor (EMC) by being first to market with new
virtualization technology.

Thomas Molfetto (Home) 908.931.0538 (Cell) 908.803.8979 tmolfetto@verizon.net

Page 3/3

Avaya / Alcatel-Lucent / AT&T / Verizon, Basking Ridge, NJ (1987 2002)

Senior Manager, Market Research & Analysis (2001 2002)
Promoted to drive research into recommendations for spin-off company (Avaya) in advance of growing competition. Supervised
three and managed a $1.5 Million project budget. Reported to the Director of Global Marketing Strategy. Captured insights for
market expansion and product development, formulated win/loss studies, prepared market intelligence reports and SWOT
constructs. Built performance metrics (marketing dashboards) to guide resource allocation.
Product Marketing Manager (2000-2001)
Responsible for evaluating new technologies for potential market viability for Alcatel-Lucent. Delivered Bell Labs software
innovations in advance of competitors, defined target markets and managed product strategy and customer requirements.
Manager, Market Planning and Development (1997 to 1999)
Hired to protect AT&T business markets in advance of competitor entry. Owned the strategic marketing plan for a $3 Billion
product line and a segmentation strategy for a new division. Supervised three and managed a $3.1 Million budget. Integrated
products of a newly acquired company into the data services portfolio. Led a cross-functional team from two distinct company
cultures in building a new service. Re-established AT&T in a key marketplace for the first time in 15 years (since the break-up
of the Bell System) and ahead of the companys dominant Voice Services division.
EDUCATION
New York University, Leonard N. Stern School of Business
Course completion in marketing post-masters program
New York University, Schack Institute of Real Estate
Completed majority of requirements for MS degree in Real Estate Finance
City University of New York, Baruch College, Zicklin School of Business
MBA, Business Management; Beta Gamma Sigma (honor society)
University of Georgia, Athens, GA; BS, Agronomy
CERTIFICATIONS AND TRAINING
Professional Certified Marketer (American Marketing Association)
Target Marketing Methodology (Chasm Group, Geoffrey A. Moore), 120 hours.
Six Sigma Green Belt Certification
Media Training (AT&T), 36 hours
Competitor Analysis and Intelligence Training Course (Babson College)
MEMBERSHIPS AND AFFILIATIONS
American Marketing Association
Society of Competitive Intelligence Professionals (former member)
www.linkedin.com/in/tmolfetto