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JEN VANANTWERP, Proven Marketing Leader & Relationship Builder.

Marketing executive and Fractional CMO with 20+ years of experience in cybersecurity, health-tech, healthcare, and automotive industries. Skilled in B2B SaaS and B2C demand generation, account-based marketing, lead nurturing, MQL/SQL funnel optimization, and sales enablement. Adept at KPI tracking, CAC reduction, ARR growth, budgeting, and orchestrating integrated marketing campaigns. Recognized for bridging creative strategy with data-driven insights, including lead scoring and competitive/market research, to maximize ROI and scale brand visibility. Passionate about empowering high-performing, remote teams and exceeding organizational objectives.

Core competencies

• Cybersecurity Marketing & Demand Generation

• Account-Based Marketing & Lead Nurturing

• Go-to-Market Strategy & Product Launches

• Integrated Marketing Communications (Digital & Traditional)

• ROI Analysis & Budget Optimization (CAC, ARR, etc.)

• Market Research & Brand Building

• Sales Enablement & Funnel Management

• KPI Tracking & Lead Scoring

• Cross-Functional Team Leadership

• Partner Marketing & Business Development

• Relationship Building & Interdepartmental Collaboration

PROFESSIONAL EXPERIENCE

JVAN CONSULTING, LLC | Principal; Fractional CMO

Chandler, AZ | March 2017 - Present

Provide strategic cybersecurity marketing services to early-stage startups and established organizations, including brand development, ICP and target persona research, and establishing quarterly and annual plans for all marketing activities. Hands-on leader with extensive experience across multiple facets of marketing, bringing strategic value to organizations in the pre-seed to Series B funding stages. A “player-coach” mentality that lends itself well to early-stage organizations looking to establish branding, messaging, and momentum while scaling their team.

• Develop comprehensive marketing roadmaps for clients in various industries, including Active Directory assessment services, OT/ICS security products and services, threat intelligence tools, MSP advisory services, identity and access management software, mobile security products, SaaS, and GRC platforms.

• Optimize customer journey and funnel stages, driving higher-quality leads and improving CAC.

• Create engaging content that converts (blogs, press releases, bylines, white papers, datasheets, case studies, videos, and social media posts).

• Build and mentor remote teams while developing strategy and directly executing marketing plans.

• Present metrics-based recommendations (focusing on ARR, cost per lead, and ROI) to C-level executives and board members in order to accelerate pipeline growth and revenue.

SOBER IN CYBER | Founder

Chandler, AZ | May 2023 - Present

Launched a community-focused non-profit organization offering sobriety resources, alcohol-free events, and alternative activities for professional networking within the cybersecurity industry.

• Plan and promote alcohol-free networking events to engage professionals, allies, and industry leaders during larger cybersecurity events.

• Provide education and support through speaking engagements, podcasts, and interviews in industry publications (featured in Dark Reading, SecurityWeek, and CSO Online).

• Develop strategic partnerships with cybersecurity event organizers and industry leaders, leveraging partner marketing tactics to expand brand presence and impact.

SYNSABER | Chief Marketing Officer

Chandler, AZ | July 2021 - June 2023

Directed all marketing initiatives for an operational technology (OT) security startup, from brand strategy to ABM and lead generation. Established a modified product-led growth GTM strategy to drive demand generation.

• Spearheaded a full go-to-market plan that supported growth from pre-seed to Series A funding.

• Executed integrated campaigns (press releases, media outreach, thought leadership, digital optimization), resulting in increased brand awareness and conversions.

• Fostered productive and collaborative relationships with team members across sales, product, revenue operations, and customer success.

• Established partner marketing programs and data-driven competitive research, enabling targeted demand-gen efforts.

• Developed the brand voice from scratch with a focus on storytelling, establishing the customer as the hero, and removing friction from the buyer’s journey.

• Introduced data tracking methods to better attribute leads, optimize advertising spend, and refine MQL → SQL processes.

GRAVWELL | Vice President of Marketing

Coeur d’Alene, ID | September 2020 - June 2021

 Oversaw marketing, competitive research, branding, and communications for a data fusion and analytics platform in its early stages. Drove content creation for enterprise sales and investor pitch decks and created the organization’s first annual budget and tracking process for marketing activities.

• Boosted web traffic by 12.5% through SEO improvements, story-based content creation, and lead nurturing campaigns.

• Increased social media followers by 22% and drove a 66% increase in social-sourced web sessions by implementing a consistent posting cadence and content strategy.

• Built and managed the first annual marketing budget and forecasting system to align marketing expenditures with business goals and track CAC.

• Launched quarterly newsletter, developing content, template, and all visuals.

• Initiated first content syndication and public relations programs, with hands-on execution of marketing operations.

• Optimized website (Hubspot CMS) for lead generation, increasing session-to-contact rate & growing leads by 137%.

• Managed large-scale projects for a full website redesign and brand refresh/relaunch.

URGENT CARE ASSOCIATION | Director of Marketing & Communications

Warrenville, IL | October 2017 - September 2020

 Oversaw all aspects of marketing and managed a remote team, working with department heads to promote products, services, and events. Provided B2B marketing strategy and campaign execution for all association entities (UCA, College of Urgent Care Medicine, and Urgent Care Foundation), receiving direction from several boards and collaborating with multiple committees and executive teams.

• Led a top-to-bottom rebranding project, securing board approval and buy-in from key stakeholders.

• Divided annual budget into a 12-month plan to aid in proactively managing expenses and projecting cash flows.

• Coordinated conferences and exhibits, emphasizing ROI, lead scoring, and attendee growth metrics.

• Developed multi-channel campaigns (email, digital, print) for 30K+ subscribers, driving engagement and pipeline acceleration.

• Oversaw a website rebuild that increased overall web sessions by 12% and improved lead capture.

NEXTCARE HOLDINGS | Vice President of Marketing

Mesa, AZ | July 2011 - March 2017

 VP of Marketing (Sep 2016 - Mar 2017); Director of Marketing & Communications (Jul 2011 - Sep 2016)

Led a team of marketing professionals with the goal of growing new and existing patients in over 140 urgent care clinics nationwide. Provided creative direction and support to facilitate the production of various media campaigns, including print, direct mail, email newsletters, and digital media. Monitored Pay-Per-Click (PPC) accounts and assisted the website administrator with content development to grow online and social media presence.

Upheld brand standards and ensured the effectiveness and accuracy of ads and collateral pieces across 11 separate brands. Reviewed demographics for each location to seek demand-gen opportunities and to confirm that the marketing message was appropriate for each audience. Prepared annual ad budgets, controlled all media buying activities, and conducted ROI analysis to determine and report on the effectiveness and cost-per-visit rate of all marketing initiatives.

• Created, managed, and adhered to an annual budget that ranged from $2.5 to $5.8 million.

• Reduced marketing cost-per-visit by 40% through detailed CAC analysis and resource realignment.

• Supported a 150% increase in clinic locations by streamlining marketing activities and improving the efficiency of operations and processes.

• Launched PPC campaigns and implemented Google Analytics, enhancing digital marketing impact and improving lead nurturing capabilities.

• Created content for numerous internal and external communications, such as email marketing messages, press releases, patient and employee newsletters, datasheets, and various B2B and B2C marketing collateral.

EARNHARDT AUTO CENTERS | Marketing Manager

Gilbert, AZ | January 1998 - July 2011

 Marketing Manager (2003 - Jul 2011); Marketing Assistant (2002 - 2003)

Provided marketing assistance to facilitate ad creation. Determined the effectiveness of all marketing initiatives by analyzing sales results and advertising tracking reports. Designed and implemented Excel tracking sheets to monitor monthly advertising expenditures and ensure compliance with the marketing budget. Promoted to the role of Marketing Manager in ’03 and directed all aspects of marketing operations to drive sales increases for the Special Finance department. Oversaw the development of integrated marketing communications and advertising campaigns to effectively market the business through radio, TV, print, and online marketing channels. Cultivated strategic relationships with third-party lead generators to secure new sales prospects.

• Improved overall sales by 9% and lowered cost-per-sale by 35% within 90 days by replacing a third-party agency and optimizing PPC strategies.

• Increased monthly sales by 100+ units (representing a 2% sales increase) through segmented email newsletters sent to 80K+ recipients.

• Ensured the most effective spend of advertising dollars after implementing a call tracking system that enabled sales teams to identify which marketing source prompted a customer’s call.

Office Manager (2000 - 2002); Loan Processor (1998 - 2000)

Supported sales staff throughout the entire sales process and customer lifecycle. Promoted to the role of Office Manager in ‘00 and managed the Special Finance department’s day-to-day office operations. Handled accounts receivable functions, which involved collecting funds for all bounced checks used for down payment. Spearheaded court order program, initiating small claims processes and representing the Earnhardt dealership in courtroom settings.

• Recognized as the Top Appointment Setter of Earnhardt’s Special Finance department, meeting with 700+ prospects per year, out of which an average of 280 purchased vehicles.

• Successfully collected an average of $45K annually through skillful management of the court order process.

EDUCATION

B.A., Business Administration – Northern Arizona University, Flagstaff, Arizona

Art Studies – University of Dallas, Irving, Texas

SELECT SPEAKING ENGAGEMENTS & AWARDS

• 2024 Conference Talks: CyberMarketingCon, ShmooCon, BSides Charm, S4 ICS Security Conference

• 2024 Awards: “Most Helpful Diamond Member of the Year” from the Cybersecurity Marketing Society

ADDITIONAL SKILLS & LANGUAGES

• Languages: English (Native), Spanish (Limited Working Proficiency), German (Elementary Proficiency)

• Tools & Platforms:

  • Office & Productivity - Microsoft Office 365 Suite, Google Suite

  • Design & Creative - Canva, Figma, Adobe Creative Cloud

  • Email & Marketing Automation - Hubspot, Salesforce, Mailchimp, Sendy, HighLevel

  • Social & Community - Hootsuite, Fedica, Slack, Discord, Zoom Webinars, BrightTALK, Metricool

  • Web & CMS - WordPress, Wix, Webflow, Squarespace, DNN Evoq, AIOSEO, Yoast

  • Project & Workflow - ClickUp, Asana, Teamwork, Basecamp, Trello, Jira

  • SEO/SEM & Integrations - SEMRush, Google Analytics, Zapier

• Other: Experience with lead scoring, ABM, CRM integrations, sales enablement, ROI/KPI dashboards