Resume
Ted Cooke
I lead digital experience strategy for enterprise B2B, turning campaign priorities into web systems that move buyers forward: structured journeys, reusable frameworks, and conversion infrastructure across web, lifecycle, events, and ABM. I have sat in most of the seats around the table, from running campaigns and owning pipeline goals to partnering directly with sales, product, design, engineering, and legal.
What makes that work effective is a mix of strategic judgment and hands-on execution. I build the systems underneath the experience, then extend them with AI-assisted workflows, prototyping and shipping alongside UX and engineering instead of waiting at the back of the queue.
Core Skills
Contentful • WordPress • Headless architecture • Content modeling • Reusable component systems • Governance frameworks • Self-service publishing • Statsig • LaunchDarkly • VWO • Webflow Optimize • GA4 • Micro-conversion frameworks • Holdout testing • Funnel analysis • PathFactory • Navattic • Account-tier segmentation • Intent-signal targeting • Schema.org • Schema App • Yext • Enterprise search • Taxonomy governance • HubSpot • Salesforce • Pardot • Sequel.io • Next.js • Vercel • HTML/CSS • JavaScript • Codex • Claude Code • Cline • Roo
Education
Bachelor of Arts in English • St. Lawrence University
Awards
Marketing Team Spotlight Award (ZoomInfo, Mar 2025) • Zooming Star Award (ZoomInfo, Mar 2023)
Leadership
Advisory Board, Kieve Wavus Education (Nobleboro, ME, Jan 2017 - Present)
Work Experience
Hands-on execution + web product leadershipProduct Manager, Web Experience & Platform
ZoomInfoWaltham, MA | Remote
Expanded from web marketing ownership into product strategy, platform systems, and AI-enabled launch execution.
Dec 2021 - Present
- Lead digital experience strategy and roadmap for ZoomInfo.com and subsidiary sites including NeverBounce, Datanyze, and Chorus.ai as the company repositioned from contact data provider to GTM AI intelligence platform.
- Rebuilt the homepage narrative architecture and CTA hierarchy through structured A/B experimentation, driving +63% CTA submissions and improving session-to-submit rate from 18.4% to 31.9%.
- Balance quarterly planning with ad hoc executive requests, sequencing competing priorities across marketing, product, engineering, legal, and design without losing sight of the buyer's actual decision process.
- Partner with UX and Design on component and content block development, translating strategic intent into interaction requirements and scope that the platform can support.
- Maintain a two-level positioning and messaging playbook, from high-level strategy down to page-level content rules, using live-system prototyping workflows in Contentful and Figma.
- Led strategy and evolution of a headless CMS in Contentful, including WordPress-to-Contentful migration, content models, component systems, and self-serve publishing standards.
- Operate a GA4 micro-conversion framework across 40+ interaction points and use the readouts to prioritize fixes where buyers stall or journeys break down.
- Run experimentation infrastructure across CTAs, landing pages, and templates using Statsig, LaunchDarkly, VWO, and Webflow Optimize, including holdout testing to isolate lift.
- Designed segmented journey experiences by account tier, funnel stage, and intent signal using PathFactory, Navattic, and Salesforce Revenue Cloud to move evaluation-stage accounts forward.
- Overhauled chat flows and attribution architecture in ZoomInfo Chat, driving a 25% increase in chat-driven demo requests, then led migration to Ada.
- Expanded structured data and entity knowledge graph strategy with Schema.org and Schema App to improve AI Overview visibility and generative search performance, while managing Yext as the enterprise search platform.
- Led the Chorus.ai acquisition migration, shipped the AI Copilot web experience end-to-end, delivered the GTM25 event registration journey through Sequel.io, and built AI-assisted workflows across the web operations stack using Codex, Claude Code, Cline, and Roo.
Demand Generation Lead
Invoice CloudBraintree, MA | Remote
Jan 2021 - Sep 2021
- Built the demand generation foundation from scratch, launching the company's first paid programs with web conversion points and attribution infrastructure tied to pipeline.
- Designed verticalized nurture programs aligned to segment-specific content and lifecycle stages, creating structured progression paths where none existed.
- Partnered closely with sales to validate that lead scoring and routing were producing the right conversations, creating a feedback loop between Marketing and Sales that continuously refined qualification logic and handoff criteria.
Senior Manager, B2B Digital Marketing
Kununu (New Work SE)Boston, MA, Hamburg & Vienna
Built the U.S. GTM and digital platform for a European market entry.
Mar 2017 - Dec 2020
- Built U.S. GTM strategy and digital platform for a European market entry, standing up demand generation, lifecycle programs, CMS infrastructure, and sales alignment systems from zero.
- Executed a healthcare vertical pivot that became the fastest-growing ICP, delivering stronger SQL quality and lower CAC than any other segment.
- Rebuilt the free company profile lifecycle from organic discovery through claim, activation, and qualification, using Google Job Indexing and routing utilization signals into sales handoff criteria.
- That freemium channel, fueled by B2C job-seeker traffic landing on employee review content, became the source of 60% of first fiscal year sales while a $600K budget was managed and CAC dropped 20%.
- Implemented Pardot and Salesforce integration, standardizing measurement across marketing and sales and driving 20% annual prospect growth.
Community & Partnerships Manager
ActiveCampaignChicago, IL
Aug 2015 - Sep 2016
- Designed knowledge base architecture and lifecycle content systems that reduced support volume and improved onboarding conversion.
- Created the Certified Consultant Program from scratch, sourcing and activating two cohorts of 20 consultants.
- Coordinated third-party integration launches across product and engineering and routed community feedback directly into product roadmap prioritization.
Director of Marketing / Digital Strategy Manager
TechweekChicago, IL
Sep 2013 - Jan 2015
- Architected a multi-city web platform across six markets, creating the first standardized digital event experience for 30K+ attendees and supporting 100K+ attendee acquisition campaigns through digital strategy, content, and partnerships.
- Integrated full-stack event app systems across ticketing, scheduling, and analytics, and built custom attribution tracking through a platform migration to preserve campaign measurement continuity.
Product & Marketing Associate
Washing Pond VenturesMassachusetts
2011 - 2013
- Supported product development across four incubated startups at a boutique VC firm.
- Helped ship a social drawing app that won Washington Post App of the Week.
Builder / Independent Product Operator
Freelance & Personal ProjectsRemote
2016 - Present
- Build production web products using Next.js, Vercel, feature flags, and headless CMS architecture.
- Implement Schema.org structured data and knowledge graph systems across personal and client projects.
- Prototype and ship interfaces, schema, and workflow tooling directly with AI-assisted development environments.