Tonya Lederer

Public Speaking

Creative Writing

Content Creation

Analytical Thinking

Creative Marketing

Salesforce

Creative Strategy

Campaign Management

Global Marketing

Content Strategy

Public Relations

Blog Writing

Problem Solving

Critical Thinking

Partnership Management

Creative Thinking

Adaptability

Time Management

Interpersonal Communication

Campaign Marketing

Marketing Analytics

Consumer Behavior

Management

Marketing

Strategic Planning

Storytelling

Communication

Customer Analytics

Leadership

Ideation

Brand Strategy

Collaboration

Lead Generation

Content Development

Market Research

Competitive Analysis

Product Marketing

Product Management

Copywriting

Available for hire fromNegotiable

Contracts

Product Marketing Leader | B2B & B2G SaaS | GTM Strategy | Brand Storytelling | Market Research

Converting complex technical capabilities into clear customer value propositions and messaging, through strategic positioning and data-driven GTM strategies. Core Impact Areas: - Market Strategy: Leading go-to-market initiatives that exceed growth targets - Competitive Landscape: Transforming market research into actionable insights - Brand Storytelling: Crafting compelling narratives that resonate and convert - Sales Enablement: Equipping teams with high-impact tools and content marketing - Cross-Functional Leadership: Orchestrating successful product launches - Demand Generation: Developing brand awareness and a customized customer experience Expertise & Tools: Strategic Planning | Collaboration | Startups | Problem Solving | Google Analytics | Salesforce #digitalmarketing #branding #productmanagement #productmarketing #contentstrategy #storytelling #communication #sustainability #humanmanagement

Projects

Video Redaction by Law Enforcement in the U.S.

Creation of demand gen content to grow our marketing leads funnel. Converted static infographic sales enablement tools (pdfs), into dynamic interactive growth marketing tools that a prospect can interact with. See More

San Luis Obisbo Police Dept Case Study

When San Luis Obispo Police Department faced critical challenges with their RIPA compliance data collection (Racial and Identity Profiling Act, a California law), Veritone stepped in with their Contact solution and transformed a cumbersome 4-5 minute reporting process into an efficient 2-minute task. Not only did we assist SLOPD from a backlog of unsubmitted data by reformatting it to meet California DoJ requirements, but we also provided a user-friendly mobile interface that officers actually preferred using in the field. This success story showcases how Veritone's AI for law enforcement turned a potential compliance crisis into a streamlined operation, allowing officers to spend less time on paperwork and more time serving their community.See More

Track (product promo video)

I led the creation of the sales enablement promo video that demonstrates how Track revolutionizes video evidence handling for law enforcement. The video helps the sales team better connect with potential buyers by showing them exactly how the AI technology automates vehicle tracking and evidence management, making it easy for prospects to see the immediate value for their agencies.See More

Redaction Managed Service (promo video)

Led the creation of the very first promo video showcasing Redaction Managed Service, where our AI-powered team handles all the delicate work of redacting sensitive content from audio and video files for law enforcement and legal organizations. The video demonstrates how agencies can offload this time-consuming task to our experts, who ensure compliance and quality while helping teams avoid burnout and focus on more critical priorities. We created this engaging marketing video as a sales enablement tool to generate leads and demonstrate AI's capabilities in an easy-to-understand way, helping prospects quickly grasp how our service can transform their redaction workflow.See More

Work History

Senior Product Marketing Manager | Artificial Intelligence for Government/Legal/Education Markets

VeritoneMar 2022 - Sep 2023 • 1 yr 7 mosLed strategic vision and execution for multi-product enterprise technology portfolio in the public sector industry, driving go-to-market (GTM) strategies, product launches, and feature releases. Spearheaded product-led growth (PLG) initiatives, aligning with business goals while using market trends and customer insights to shape roadmaps and marketing strategies. Consistently delivered measurable business outcomes, including higher customer awareness, adoption, retention, and revenue growth. • Authored compelling messaging, product positioning, value propositions, and short- and long-form content, built differentiators in target markets resulting in a 61% increase in conversions. • Cross-functional leadership among stakeholders in Product, Marketing, Sales, Customer Success, to strategize product roadmap, ideal customer journey, and drive lead nurture campaigns. • Developed product marketing plans, demand generation strategies, and customer adoption and retention tactics through deciphering customer needs, goals, pain points, to increase net client gain. • Designed digital assets for high-stakes sales, including videos, blogs, case studies, presentations, data sheets, white papers, customer testimonials, driving 34% pipeline growth. • Led internal and external communications, sales enablement, product trainings, equipping customer-facing teams to drive product adoption and maximize customer lifetime value, resulting in 70% revenue growth.

Product Manager - Commercial Products - Americas

Discover Global NetworkJul 2019 - May 2021 • 1 yr 11 mosLed product management and strategic positioning of commercial card solutions for global financial institutions, consistently aligning offerings with market trends and enhancing customer experiences. Monitored emerging technologies to drive innovation and maintain a competitive advantage. • Developed product vision and strategy for $2MM platform redesign, boosted operational efficiency, reduced errors, and minimized processing and reporting errors by 20%. • Led training sessions with business and technology teams to design product direction, prioritize features and improved performance. • Drafted business requirements for data management, APIs, and platform monitoring, partnered with stakeholders on vision, risk mitigation, and critical success factors. • Defined and implemented new roles, responsibilities, and Service Level Agreements (SLAs) for stakeholders.

Program and Project Manager, Product Marketing Manager

SurePayrollApr 2009 - Nov 2018 • 9 yrs 8 mosDrove end-to-end product launches for 401k, Healthcare, and Workers Comp through strategic planning and targeted product and brand awareness campaigns. Leveraged marketing analytics and customer data to host C-level product reviews for roadmap planning and product strategy. • Owned entire product marketing lifecycle strategy and execution, comprehensive competitor, market, and user research, to develop strong brand voice and improved client experience (CX). • Built effective marketing campaigns spanning email, newsletters, lead generation, landing pages, and targeted in-app channels, engaging targeted audiences and achieved 28% annual revenue increase. • Conducted extensive training programs for Sales, Support, and Engineering teams utilizing gamification strategies, improved sales close rates from 10% to 32%. • Promoted to Program and Project Manager, built and owned Voice-of-the-Customer (VoC) program, NPS, conducted surveys and captured customer insights resulting in product enhancements and improved competitive edge and market penetration.

Education

University of Illinois Chicago

Master of Business Administration - MBA, Marketing/Marketing Management, General

University of Wisconsin-Madison

Bachelor's degree, Behavioral Science & Law and Criminal Justice

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