ALLISON NETZER
201 La Vista Street
Austin, Texas 78704
512.815.7653
allisonnetzer@gmail.com
EXECUTIVE PROFILE
Respected sales and marketing leader with 18 years of experience in all aspects of the
B2B and B2C cycles, from lead generation to sales enablement and driving conversion.
Key strengths in product planning and go-to-market, campaign creation, CRM, social
marketing, mobile app and site development, rich media, and marketing communications
from start-ups to the world’s largest brands.
Skilled at navigating complex products and business environments; evangelizing and
motivating cross-functional collaboration; identifying and developing talent, and ensuring
that best practices are identified and implemented.
13 years of P&L and quota ownership, including responsibility for financial attainment,
forecasting, pricing and merchandising.
EXPERIENCE
PHUNWARE, INC. (Privately Held), Austin, TX; March 2013 – Present
Phunware ranks #40 on the Inc. 500 and is the pioneer of Multiscreen as a Service
(MaaS), the only fully integrated services platform that enables brands to engage,
manage and monetize their users.
Director of Marketing
Created Phunware’s first formal marketing organization, including the go-to-market
strategy for 13 mobile products such as CMS, Mobile Advertising and Location-Based
Services.
Key responsibilities include: Demand Generation (SaaS, MBaaS), Marketing Automation
(HubSpot, Pardot), Product Marketing, Content Strategy and Creation (Collateral, Site,
Campaign, Social, Corporate), Business Intelligence, PR and Event Planning.
Notable Achievements:
Grew incremental site traffic (300%), online revenue (80%) and share of wallet (15%)
through multi-channel campaigns, site optimization and targeted ad spend.
Tasked with leading a cross-functional team to pivot marketing, product and sales efforts
from custom app development to a SaaS platform. Current mix between custom and
platform has exceeded goal.
Responsible for the thought-leadership and PR strategy that resulted in 3 major
recognitions for the company (Inc. 500 (#40), Forbes Most Promising Companies (#36)
and Austin FAST 50 (#1).
DELL, INC. (NASDAQ: DELL), Round Rock, TX; Bangalore, India; 2000 – 2013
Dell is a Fortune 500 company focused on delivering technology solutions that help
customers do and achieve more, whether they're at home, work, school or anywhere in
their world.
Director, Global Online Marketing
2010 – 2013
Led the development of the next generation of Dell.com globally. Partnered with
customers, marketing and IT teams globally to understand complex data and
requirements. Focus areas included site personalization, platform migration, A/B testing,
SEO and product launch.
Notable Achievement:
Aligned 70+ work streams across 80 teams at Dell to shift all online domains to a
customer-centric navigation and content strategy. Key results included improvements in
customer experience (2% NPS), online revenue (30%) and online margin (7%).
Director, Online Merchandising 2008 –2010
Responsible for the $1.6B Consumer Laptop P&L and managed all online and offline
merchandising teams. Determined which products to launch and worked along the
value chain to determine pricing, promotion, messaging and visual branding strategy for
all 18 laptop products, including Alienware.
Notable Achievement:
Retained 100% of key talent while exceeding market share goals (32%). Launched 21
new products across Dell.com and Dell Retail.
Sales Director, Consumer Software 2006 – 2008
Led 110 inbound sales reps, managers and trainers within a highly transactional,
inbound call center. Key responsibilities included pricing and promotions, hiring and
staffing, OPEX management and extensive business reporting.
Notable Achievements:
Exceeded revenue targets for the $700M Consumer Software business and earned Six
Sigma Certification for a project aimed at “in-sourcing” sales reps on a predictable,
seasonal basis. This program is still in effect today.
Sales Director, Healthcare and Higher Education Oklahoma City, OK 2006
Promoted to lead a new, transactional business group in Dell’s first low-cost sales
location. Managed 76 employees; key responsibilities included all hiring and staffing,
quota setting, OPEX management and sales leadership.
Notable Achievement:
Despite staffing and resource challenges, we grew revenue 3x YOY with an average
revenue attainment of 121%, making the Oklahoma City location more profitable than
headquarters.
Senior Sales Manager, Enterprise Oklahoma City and Bangalore, India 2004 – 2006
Recruited to relocate both domestically and internationally to launch Dell Enterprise
Sales teams in underpenetrated markets.
Notable Achievement:
100% retention of key local talent despite the uncertainty of business unit start-ups and
exceeded all operational targets such that these groups are still in existence.
Enterprise Sales Rep, Small Business, Fortune 500, Nashville, TN
2002 – 2004
Promoted to support 5 named accounts teams across Small Business through Fortune
500 with all aspects of enterprise and technical sales and trainings, including SAN
design and complex network deployment.
Notable Achievements:
Earned Microsoft Certified Server Engineer (MCSE) accreditation and became Dell’s first
female server engineer to support Large Corporate Accounts.
Inbound Sales Rep, Consumer, Nashville, TN
2000 – 2002
Recruited to join Dell’s first sales team in Nashville. This role required reps to position
and close a complex portfolio of products and services within a highly transactional
environment.
Notable Achievement:
Exceeded all sales targets for 8 consecutive quarters in addition to serving as a mentor.
YORK PROPERTIES (Privately Held), Raleigh, NC
1996 – 2000
York Properties is a 4th generation family–owned, full–service commercial real estate
company, with influential community connections across North Carolina.
Realtor, Residential and Commercial
Responsible for generating new development and commercial deals with a focus on
multi-family projects, increasing site traffic and improving ad buys.
Notable Achievement:
Closed $1.2M in net sales during the historically slow first quarter and launched personal
website (prior to availability of Realtor.com, Zillow, etc).
EDUCATION
NORTH CAROLINA STATE UNIVERSITY, Raleigh, NC; B.S. Business Administration
(3.8 GPA) with a concentration in Marketing and Economics
INTERESTS
CAMP For ALL, Burton, TX
(2007 – Present)
Working in collaboration with 56 other non-profits, children and adults attend Camp For
All with cancer, muscular dystrophy, spinal cord injuries, cognitive issues, severe burns,
cerebral palsy, sickle cell, visual challenges, epilepsy, heart issues, autism and so much
more. Since 1998, more than 100,000 have come through their gates to Discover Life.
MicroMentor (MercyCorps), Various Cities, US (Present)
MicroMentor is a free business mentor service for entrepreneurs and a rewarding
volunteer opportunity for business professionals. Their mission is to help small
businesses grow faster, generate more revenue, and employ more people.