JVB-logo-black copy_small.png

Jessica Villalta Byrne

Marketing and Brand Professional

Education

MS Marketing and Communications - Jan. 2011-Aug. 2012
Franklin University; Columbus, OH

BFA Illustration, Minor Business Management - 1999-2003
Wittenberg University; Springfield, OH

Certifications

Pragmatic Marketing Certification I and II - December 2013
Pragmatic Institute

Small Business Start Up - June 2012
Siebel Institute of Technology; Chicago, IL

Graduate Certification, Denver Publishing Institute - Summer 2003
University of Denver; Denver, CO

Experience

 
 

Skills

SENIOR PRODUCT MARKETING MANAGER, CLARIVATE APRIL 2023-PRESENT
Marketing portfolio leader defining product positioning, branding, and go-to-market strategies for research funding and analytics products and consulting services for academia, government, scholarly publishing, and corporate R&D markets.

  • Lead market research initiatives to gather insights and feedback for product development and product messaging.

  • Created new brand identities for all five solutions, which included new messaging, collateral, sales tools, and training materials to support sales, renewals, and customer success. Lead GTM and campaign strategy for InCites Benchmarking & Analytics, Pivot-RP, Esploro, Essential Science Indicators, and Consulting services.

  • Analyze market trends and competitor activities to identify opportunities and threats in the market.

  • Generate thought leadership and product content to feed demand gen campaigns that service an international academic market.

SENIOR PRODUCT MARKETING MANAGER, PROQUEST, part of CLARIVATE  ANN ARBOR, MI — DEC. 2019-MAR. 2023
Product Marketing owner of ProQuest Dissertations & Theses and TDM Studio product lines. Repositioned legacy products for new market segments and expanded sales into an international market.

  • Expanded into new academic markets in Europe and Asia by tailoring messaging and training sales and regional marketing teams.

  • Generated a new revenue stream by launching a new direct-to-consumer ecommerce site with new offerings for authors in academia.

  • Extended the addressable market into teaching and learning universities by launching a new edition of ProQuest Dissertations & Theses with embedded research and learning tools that support new user stories.

  • Relaunched an underperforming brand by conducting a brand analysis and messaging refresh.

 MARKETING DIRECTOR/CEO/OWNER, LINEAGE BREWING  COLUMBUS, OH — JUN. 2012-MAY 2022 
As CEO, Marketing Director, and owner of Lineage Brewing brewery, pub, and restaurant developed a start-up business plan and launch strategy, continuously measured and monitored business profitability, and developed expansion plans that made the business desirable to potential buyers which resulted in the successful sale of the business.

  • Created a brand image and developed assets to tell our story, such as; website, videos, blogs, press releases, sales enablement and selected and dispersed among targeted channels to reach our intended audience segments.

  • Led the development of integrated marketing campaigns across events, digital, social, and print media.

  • Analyzed and monitored financial data, customer behavior, and market trends to identify opportunities for sales growth, reaching $1M in sales annually.

  • Prepped and positioned the business to sell and successfully sold, transitioned assets, trademark, and brand equity to new ownership.

PRODUCT MARKETING MANAGER, MCGRAW HILL EDUCATION  COLUMBUS, OH — MAR. 2015- NOV. 2019
Develop and manage go to market strategies and full product life-cycle support for K-5 elementary education products; Number Worlds intervention, Inspire Science, My Math and Reveal Math.

  • Size market opportunities based on research and develop and present business proposals for new opportunities and revenue streams.

  • Led market research initiatives that center on collecting the voice of the customer; focus groups, panel discussions, surveys and user testing.

  • Managed a team of marketing professionals to create engaging content and campaigns that resonated with target audiences.

  • Led mathematics state adoption strategies for CA, FL, IN, LA, and TN.

ASSOC. PRODUCT MARKETING MANAGER, MCGRAW HILL EDUCATION  COLUMBUS, OH — OCT. 2013- MAR. 2015 
Conduct and analyze market research and the competitive landscape in order to be the constant voice of the customer. Identify opportunities and develop business proposals, market segmentation, and revenue forecasts for assigned product lines in K-8 mathematics intervention, PreK-5 core basal mathematics, and K-5 core science. Apply pragmatic marketing techniques to create and implement messaging and strategies in order to build innovative product. Execute on all sales enablement tools and marketing collateral to support a sale. 

MEDIA/LICENSING SUPERVISOR, MCGRAW HILL EDUCATION COLUMBUS, OH — JUN. 2011-2013
Managed an art buying team of 11 people that sourced and licensed photography, art, animation, video, and audio for all digital and print K-12 educational programs and marketing endeavors.

  • Led permissions and licensing team to deliver all media, ensuring contract management and compliance with licensing terms.

  • Conducted employee training, reviews, and development opportunities.

  • Developed staffing plans, cost estimates and budgets to accomplish all product development needs.

  • Provided creative direction on product design and development that meets all brand strategies.

  • Proven track record of building and maintaining relationships with cross-functional teams and internal stakeholders, including efficient process implementation.

SR. IMAGE SPECIALIST/LEAD, IMAGE EDITOR/COORDINATOR, MCGRAW HILL COMPANIES COLUMBUS, OH — 2004-2011 
Project Manager and trafficker of multimedia and design programs for science, world languages, and social studies products. Launched project start-up, trained vendors, and provided support for in-house team members. Lead teams of up to 7 people. Managed project budgets, forecasting, and schedules. Implemented new processes and guidelines to improve workflows so that they function efficiently. Supervised vendors’ and team’s media creation, design, data entry, and file building. Organized, assigned, and hired illustrators, animators, photographers, and videographers that fit intended styles. Attended and coordinated photo shoots as necessary. Conducted market research and assisted in ideation of brand positioning for design prototypes. 

Macintosh/PC * Adobe Photoshop * Adobe Illustrator * Adobe InDesign * Adobe Acrobat * Microsoft Word * Microsoft Powerpoint * Microsoft Excel * iMovie * Pages * Keynote * Wordpress * Custom DAM and CMS applications * Social Media * Google Adwords * Intuit Quickbooks * Qualtrics * Moderate Spanish Language skills *