Susan Butch

Contact Information

Email: subutch@gmail.com

LinkedIn: Susan's Profile

About Me

With over 10 years of experience in marketing and life sciences, I am a passionate and driven leader who strives to deliver value to customers, stakeholders, and teams. My mission is to create and execute innovative and impactful sales & marketing strategies that elevate the brand awareness, reputation, and growth of American Laboratory Trading, a global leader in surplus and refurbished scientific equipment and instrumentation.

As the VP of Sales & Marketing, I lead a team of sales & marketing professionals to develop and execute strategies to drive revenue growth & elevate brand visibility. I have successfully launched 3 websites, built digital marketing departments from scratch, and implemented comprehensive MarTech stacks that have doubled lead counts and quadrupled opportunities. I also have extensive experience in marketing operations, technical content development, portfolio management, and service product development. I leverage my MBA and MS in Chemistry to understand the customer persona, market trends, and competitive landscape, and to communicate effectively with technical and non-technical audiences. I am always eager to learn new skills, collaborate with diverse partners, and challenge myself to achieve excellence.

Skills

Experience

VP Sales & Marketing

American Laboratory Trading | Jan 2024 - Present

• Developed and executed strategies to drive revenue growth and elevate brand visibility with commercial P&L ownership
• Increased bookings by 15% in the first year by focusing on high-value relationships, expanding digital marketing efforts, and transforming pricing strategy
• Launched a successful eCommerce platform, generating $300k in sales within the first 6 months by offering high-quality pre-owned laboratory equipment to a broader audience online
• Created technical marketing content, including white papers & guides, interactive online assets, brochures, & blogs to engage customers via email/social media/web & position ALT as a trusted source in the laboratory equipment industry
• Constructed and implemented comprehensive digital marketing strategy including website design, development, and migration from PHP to Wordpress/Woocommerce, launch of Google Merchant listings, & successful launch and optimization of Google Ads campaigns (Copy from resume)

Director of Marketing

ATS Scientific Products | June 2016 - Jan 2024

• Led an international team of 12 upstream and downstream marketing professionals covering more than 8 brands with a focus on talent development, promoting 3 individuals into management role
• Comprehensive marketing operations experience with over 50 tradeshows executed, 2 websites successfully launched, & digital marketing department built from the ground up – resulting in a doubling of lead count and quadrupling of resultant opportunities
• MarTech stack built from the ground up including: Work Area & Wordpress VIP CMS; Google Analytics, Microsoft Clarity, & Piwik Pro for web analytics; Microsoft Dynamics for CRM, Marketing Automation, & Customer Voice surveying
• Matured campaign strategy from single-send to customer journeys
• Initiated lead scoring models to nurture leads from cool to warm to hot & attribute lead-generation to marketing initiatives
• Launched Customer Insights Portal to collate survey data, marketing analytics, & VoC feedback – integrated Power BI with Dynamics dataverse to monitor, segment, & develop actionable insights
• Established KPI dashboard to monitor & evaluate the impact of marketing programs
• Passionate about change leadership, I encourage continuous development within myself & others, understanding that we’re better as an organization when we continuously evolve
• 8 years of experience in product management with increasing level of responsibility & management, generating over $125M in revenue annually
• Demonstrated experience leading cross-functional teams through road mapping and corporate strategy development, clearly communicating to executive leadership and business stakeholders
• Led a team of portfolio managers to successful execution of innovative product strategy to drive revenue, EBITDA, & brand growth with a vitality index of over 15%
• Implemented corporate strategic initiatives including business development, footprint consolidation, & acquisition to improve business performance & profitability

Education

MBA | Pennsylvania State University

MS, Chemistry | Pennsylvania State University

BS, Chemistry | Ursinus College

Projects

Project 1

Describe Project Here