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Work experience


Senior Marketing Consultant

Fourthman Communications

Fourthman Communications is focused on helping B2B software companies with short or long-term marketing and communications consulting. Recent projects and experience include: 

  • Intrim CMO for an integrated CRM, Social Media and Marketing Automation company
  • Partner program definition, development and roll-out
  • Web and collateral development and content management
  • Email marketing, Social Media and Demand Generation
  • Webinar development, promotion, registration and hosting
  • Customer & partner newsletters, case studies and success stories 

Senior Manager of the Global Partner Program

Progress Software

Progress Software is a $500+ million global provider of enterprise software that partners use to build their business applications. The partner "go-to role" focused on managing all communication resources and campaign development for the Progress a community of more than 1,500 ISV partners offering on premise, SaaS and Cloud deployments and generate over 60% of the company's revenue. Accomplishments include: 

  • Standardized and communicated the partner program to 1,500 global partners
  • Fulfilled the role as the "go-to" resource for all global partner communication
  • Wrote, edited & produced all newsletters, partner Webpages, portal and campaigns
  • Educated partners on benefits of moving on-premise applications to SaaS and the Cloud
  • Developed co-marketing campaigns with top tier partners
  • Deployed 30+ email campaigns annually to drive new leads for Progress and partners
  • Launched a self-service global information center used by more than 1,200 partners
  • Established, edited & published monthly newsletters serving 10,000+ partners
  • Produced 75+ Global Webinars and archives to empower partner growth
  • Managed content creation and collection for re-use by partners in Social Media
  • Created the partner recognition program that included awards and personalized URLs
  • Produced 100+ partner case studies featuring partner & customer successes

Senior Marketing Consultant

Progress Software

My former role of Marketing Consultant was focused on developing and rolling-out a new worldwide branding, messaging and positioning for Progress and its product lines. Accomplishments in the role include: 

  • Worked with the CEO and Senior Management on a corporate and product brand strategy
  • Developed, garnered approval and deployed new global company branding & positioning
  • Consolidated multiple, diverse product companies into integrated product lines
  • Created & rolled-out a Web-based corporate styleguide for consistency of global brand
  • Revamped Website look and feel, content and key messages  
  • Developed a new corporate and product collateral reflecting updated positioning 

Director of Global Marketing and Communications

Verticalnet Software

Verticalnet (Now Part of BravoSolution) was a $30 million, publicly-traded leader in Cloud-based, on-demand supply management applications. Responsibilities included the management of the global marketing function including all demand generation, messaging & positioning, Website, PR/IR and Analyst Relations. Accomplishments included:

  • Created a demand generation process consolidating multiple sales/marketing databases
  • Increased demand generation results by 375% and doubled qualified sales opportunities
  • Launched new company & product messaging reflecting strong competitive positioning 
  • Rolled-out a new company Website, look & feel and collateral strategy
  • Developed a series of global Webinars working with Industry Analysts like Aberdeen
  • Managed the development of industry and investor press releases and Investor calls
  • Developed an integrated worldwide PR strategy doubling on-message coverage

Senior Manager of Corporate Communications

Progress Software

Responsibilities included global corporate marketing, Public Relations, branding, the Website, sales programs, and corporate marketing communications. Accomplishments included:

  • Formalized a partner program meeting the marketing needs of 1,500+ global partners
  • Moved the company messaging from a technical to business focus
  • Developed consistent branding, messaging and positioning across multiple product lines
  • Deployed new branding, messaging,  positioning across the world and on the Web
  • Created and rolled-out a corporate style guide to assure consistent global branding
  • Managed the creation of executive and corporate presentations for worldwide use
  • Consolidated worldwide PR agencies, reduced expenses by 50% and doubled coverage

Director of Marketing and Communications

Healy Hudson Corp

Healy Hudson is a German-based provider of sourcing application software. The role was to quickly establish the U.S. office, create immediate, high-quality brand recognition, create the sales pipeline, and support the selling effort. Accomplishments included:

  • Launched US location including facilities & logistics in less than 90 days
  • Rolled-out U.S. brand, position, and Website in 120 days - became the global brand
  • Positioned as U.S. market leader with analysts Forrester and Aberdeen in 3 months
  • Created a sales pipeline, sales tools & programs generating 300 leads 45 days

Manager of Marketing and Corporate Communications

Applix Incorporated

Applix (Now part of IBM) provided enterprise software for CRM and Business Intelligence (BI). Responsibilities included: marketing communications, corporate messaging, branding, positioning, public relations, advertising, the Web site, collateral development, sales programs, demand generation, events, and more. Key accomplishments included:

  • Re-launched a 16 year-old, public company with internal consensus in 3 months
  • Created new global brand, positioning, messaging and Website for the re-launch
  • Designed a new company tag line and positioning: Customer Driven Performance
  • Developed a new product line tag line for the BI product: Zero to Decision in Real Time 

Marketing & Communications Manager

IntraNet, Inc.

IntraNet, Inc. (Now part of ACI Worldwide) was the leading provider of wholesale payment software and services to the largest banks worldwide. Responsibilities included all aspects of strategic, tactical and product marketing. Accomplishments included:

  • Drove a worldwide marketing strategy and developed a major marketing partner -- IBM
  • Branded the company, launched the corporate Website and new look & feel
  • Created a strong public relations program and expanded PR efforts from U.S. to global
  • Contributed to revenue growth from $12 million in 1995 to over $20 million in 1998


Associates of Arts

Macomb College

Wayne State University


Dynamic channel and marketing communications leader is seeking a full-time opportunity with a rapidly growing B2B software company. Achieving success in multiple business environments with a blend of skills and experience in partner marketing, communications and demand generation. 

Skill Summary


"... One of the most productive and focused individuals I worked with at Progress Software... A true 'team player' that delivers real ROI. He produced the company's best messaging..."Director of Corporate Communications, Progress Software 

“... Extremely creative and brought a lot of great ideas to the Progress marketing department. He is also a great diplomat - being able to get things done in any environment with style and efficiency." Director, Portfolio Marketing, Progress Software

“... An asset to our team who brought excellent experience, a great sense of humor, and a positive attitude to all of our projects. Larry can be counted on to deliver high quality work consistently and reliably.”  Director, End-User & Industry Marketing, Progress Software

“... Was among the best Marketing leaders clients I worked with as a Progress Analyst. He not only worked with what we could provide him but had an uncanny ability to look around corners... It’s great to have clients that think ahead of the curve and constantly help us push the envelope, and stay a step ahead of the competition. A great person to work with who is calm under fire and takes the proper long term view.”  Industry Analyst Consultant to Progress Software

“... An effective manager who was able to juggle a team with diverse backgrounds with ease. An ability to quickly understand what factors in a project plan are needed in order for it to be successful. He was able to implement successful marketing campaigns that had impact inside the company in addition to their effectiveness to the partners and for lead generation." Former Direct Report at Progress Software

“... A results oriented leader that brought renewed energy to a marketing department that had run out of steam. He brought a experience and leadership and executed a plan that positioned Verticlanet as a market leader and generated real leads for the organization to act on and contributed to the bottom line of the company.” Account Director, Verticalnet

“... Worked together as the new technology Solution Provider for email marketing and CRM for Verticalnet. Larry is extremely professional, a creative marketing strategist, and accomplishes incredible results while maintaining a thoroughly kind and generous demeanor in all his interactions with staff and vendors." CRM and Email Marketing Vendor at Verticalnet