Ashleigh Walls
Corporate Communications & Brand Marketing Executive
Creating programs to communicate and deploy messaging and value proposition narratives globally
A financially-minded, metrics-driven marketing executive who leads teams to accomplish stretch goals. Excel in crafting C-level and sales messaging across financial services, travel, and technology sectors, succinctly articulating compelling brand stories, product updates, and thought leadership. Managed high-impact experiential event programs and social media activations. United States patent holder for marketing and product development for the Merrill Lynch Hedge Access Program®.
A collaborative leader who thrives in fast-paced, global environments and who can bring value by:
• Spearheading regional and global communication strategies, deploying $100+M annual marketing budgets to meet and exceed key performance indicators (KPIs), across multiple sides of a transaction marketplace.
• Setting strategic direction and successfully deploying small, medium, and large-scale corporate communications and product-related marketing initiatives across diverse channels, while mitigating risk.
• Utilizing diverse skills to reach goals and scale across owned, earned, and paid channels to drive innovation and sell financial services and technology products to corporations and individuals.
EXPERIENCE
Jun 2020 - Present
Consultant
Design and execute customer relationship management tactics, communication strategies, and public relations efforts tailored for small to medium-sized businesses. Enhance investor relations and manage marketing campaigns to advance client goals. Utilize competitive analysis to pinpoint business opportunities and strengthen brand loyalty. Launch campaigns leveraging SEO and influencer collaborations. Set clear KPIs utilizing SaaS analytical tools to measure campaign successes.
Jun 2019 - Feb 2020
Director, Brand Marketing
Built programs to define and grow the brand across physical and digital touchpoints. Responsible for a Series D investment venture, House of Modern Beauty™, connecting RealSelf and its B2B partners with surgical MD/provider sales leads, media plus influencers, pharmaceutical companies, and low-funnel direct customer targets. Individual contributor role, with various cross-functional department leads reporting for project progress.
Jul 2012 - Jun 2018
Global Director | NA Field Marketing Director, Global Partner Marketing
Recruited to newly-created role to drive strategic change and mature software delivery across organization of 8,000+ technical specialists. Principal objectives: accelerate organizational growth, promote automation, and propel innovation.
Jun 2010 - Jul 2012
Director Marcomm & Events, Business Development & Expedia Lodging Partner Services
Led the B2B supply marketing communication and sales support team, launching new partner acquisition campaigns and maintaining brand communications. Served as liaison with corporate communications, spearheaded the rebranding initiative for Expedia Partner Services Group, and strategically allocated savings to invest in scalable sales support tools. Located in Geneva, Switzerland.
Jun 2010 - Jul 2012
Sr Marketing Manager, Expedia Partner Services
Accountable for direction, roadmap, and spending for B2B supplier communications function. Executed a global program that provided end-to-end marketing communications for collateral development and maintenance, hotel partner alerts, and regional trade show engagements. Located in Bellevue, WA. Individual contributor role.
Apr 2007 - Jun 2008
Vice President, Marketing Communications & Brand Manager
Owned global, multi-channel corporate communications initiatives on behalf of the asset management division. Partnered with portfolio management teams and sales staff to create effective marketing tools for institutional investors. Rebranded the global asset management division. Organized third-party conferences/events, including the Ryder Cup.
Nov 2005 - Mar 2007
Director, Marketing
Built brand identity and developed a collateral architecture system for a newly acquired business intelligence offering, Vista Research. Oversaw hiring and management of internal marketing teams, agencies, and vendors.
Mar 1999 - May 2003
Vice President, Global Marketing
Developed literature systems for hedge funds, private equity, managed futures, and exchange funds. Educated financial advisors and qualified investors using marketing brochures, presentations, and white papers. Led the alternative investments communications team and authored monthly market trend commentaries for over 30 investment vehicles. Co-founded the Merrill Lynch HedgeAccess® Program, securing a United States patent. Crafted all product and industry marketing materials, including training for financial advisors. Achieved 80% of initial capacity in the program at launch.
RESULTS
Spearheaded regional and global communication strategies, deployed $100+M annual marketing budgets to meet and exceeded key performance indicators, across multiple sides of a translation marketplace.
Set strategic direction and successfully deployed small, medium, and large-scale corporate communications and product-related marketing initiatives across diverse channels while mitigating risk.
Marketed at scale across owned, earned, and paid channels to drive innovation and sell financial services and technology products to corporations and individuals.
EXPERTISE
Corporate Marketing
Business Administration
Product Lifecycle Marketing
Content Marketing
Brand Management
Live Event Production
Sales Support
Project Management
Data Interpretation
Research and Trend Analysis
Negotiations
SaaS + Enterprise Marketing Automation Integration
Bridge-builder
Ethical and Trustworthy
EDUCATION
MEET ASHLEIGH
Q & A
Why did you choose your profession?
I studied economics in college. I am fascinated by developing economies, sectors, and organizations. Product marketing, positioning, and evolution excite me. My career path has been primarily in B2B marketing communications on the partnership sourcing side of the transaction, but I love the process and operations involved in launching a product. In my early career days at Merrill Lynch, we launched the Merrill Lynch Hedge Access Program® (I got a patent!), and it was my first exposure to end-to-end product placement and operational sales support. Yes, the research, being in the room with the world’s best asset managers, and the comms all coming together were all exciting, but the tangible packaging of the entire offering lit me up. That is, how a complicated new way of doing business and servicing clients in a highly regulated environment could be presented to and experienced by high net-worth investors in a standalone way; that was very cool to me. I was so proud of our product and loved being part of an innovative offering.
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I have been chasing that feeling of delivering a great “fill in the blank!” product showcase -- while working with brilliant people and creating revenue for a brand I believe in -- ever since.
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​This has led to interest in UX theory, typography, color, experiential brand delivery, and end-to-end marketing communications. I’m still learning, and the repertoire of software and tools available in my profession makes my development a work in progress that I continue to be excited about every day.
Who are your main influences?
I value curiosity, an entrepreneurial spirit, and people working to live the best version of themselves. When I see people who have achieved great things in their careers and then go on to impact another area of life positively, I get inspired. People who inspire, hard work, and live life with purpose and fun are most influential to me.
What is your greatest accomplishment?
When I led a team to deliver eight consecutive years of brand excellence via Explore, Expedia’s annual partner conference, the feeling of pride and learning accumulated through the process made for my greatest accomplishment. This multi-day event in Las Vegas was “the” annual event in the industry. My team and I were responsible for bringing together the world’s preeminent travel, entertainment, hospitality, and software provider groups under one roof for two days. I was responsible for marketing the event, using proprietary and third-party SaaS tools to generate and capture sponsorship revenue, crafting an agenda to deliver informative content and entertain the audience, training on our products, executing sponsorship deliverables, and managing all aspects of the experience, for executives, attendees, external speakers, press, and vendors.
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Surveys showed the attendee satisfaction score increased in 7 out of 8 years. During contract negotiations, the goodwill from a high-energy, collaborative event was extended throughout the year. I connected individuals working to provide best-in-class, innovative travel products. I negotiated vendor contracts to scale event resources and save money for the Company.
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The trust the leadership team had in me to deliver on behalf of the brand was not something I took lightly. I worked hard, orchestrated a lot, and ensured the team felt heard and valued. Through this accomplishment, I worked with bright colleagues and was introduced to tools and solutions that continue to inspire me.
What tools do you use?
I use the tools it takes to get the product sold! This could be interpersonal skills, the ability to offer solutions creatively, analytical tools to research and predict market trends, content management tools to deploy optimized messages for conversion activities, or using design theory to create a product brochure.
What advice would you give someone just starting in your profession?
Make connections. Buy a mirror. Think about who you are today how you show up (look in said mirror), and write down where you want to go. Actively invest in your dreams and the betterment of yourself. Travel. Talk to people, and listen more.
INTERESTS & HOBBIES
TESTIMONIALS
Portfolio Manager, Nuveen
A very smart and driven employee. Highly recommended.
Financial Editor, Deutsch Bank
Ashleigh is a brilliantly organized manager with terrific people skills. I have seen her efficiently juggle a dozen different projects without showing a sign of strain. She never failed to impress me with her maturity, balance, and great attitude.
Head of New Business, NA, WGN By Ascential
It’s rare that you come across a person in business (or life) that you can say “has it all.” Ashleigh is that person. I had the pleasure of working with Ashleigh and her team at Expedia, collaborating on multiple video production projects, during my employment at SituationNormal. Not only is Ashleigh extremely intelligent, knowledgeable, and organized, but she is a true leader. She manages projects like a quarterback, knowing how to get the best out of her team and everyone she works with. But the most respectable qualities that Ashleigh maintains through it all is her kindness and her humility. At her core she is a wonderful person, and it was an honor to work with her.
