Summary
Overview
Work History
Education
Skills
Timeline
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Julie Lawton

Strategic Sales, SaaS, Transport, Analytics And Marketing Leadership Executive
Phoenix,AZ

Summary

Successful, motivated, creative problem solver and proven Sales Leadership Executive, SaaS, Transport & Logistics, IoT, IT, Digital Marketing and Analytics professional, Four Time Management and Sales Award winner with over 18 years’ experience in Tech, Direct, Inside, Channel and Strategic Sales leadership. High energy, results driven leader with an entrepreneurial spirit who excels at building and managing teams, growth in a fast paced culture, utilizing analytics, data and management skills to empower team, exceed quota and build sales teams, which allow companies to achieve their goal of acquisition or excellerate growth effectively.

Overview

18
18
years of professional experience
3
3
years of post-secondary education

Work History

VP of Sales

ACERTUS
06.2023 - 04.2025
  • Achieved 102% of Goal in New sales with $39.6 Million in 2024 across Inside, Enterprise and OEM sales.
  • Implemented Salesforce across sales and all departments to expand visibility, highlight roadblocks, effectively forecast and to increase accountability.
  • Collaborated closely with operations, marketing and product to streamline processes and increase efficiency.
  • Organized Product to Sales process to insist voice of customer was implemented on TMS build out, new product offerings and any changes or enhancements to current tech before build out.
  • Increased company sales and retention by identifying issues with operational onboarding and creating new process to onboard new clients with a higher touch model.
  • Increased sales by cross training sales to sell all company product offerings to strategically targeted clients.
  • Managed all strategic implementation for sales including Model 1, Element, Automotive Dealerships, Online platforms, DMS's and Financial companies.
  • Increased Inside Sales revenue by creating a "like targeting" AI model based on current high performing customers.
  • Managed sales teams effectively, providing clear goals performance feedback and implementing accountability.
  • Organized trade shows participation, showcasing company offerings and generating valuable networking connections.
  • Provided regular updates to executive leadership on key performance metrics, offering insights into areas requiring attention or adjustment for continued growth.

V.P. Channel & Strategic Partnerships

GPS Insight
10.2021 - 06.2023
  • 2022 increased Channel Revenue responsible for 48% of GPS Insights total revenue.
  • Developed and executed GTM for Channel, exceeding goals and expectations.
  • 2022 Exceeded goal by $1.1 Million achieving $5.4 Million in Channel Sales.
  • Expedited 33% increase in sales of top 3 Resellers for GPS Insight in 2022
  • Channel was most profitable department in GPSI Insight in 2022 and originally responsible for only 22% of net sales now 48% of all sales come from Channel in 2022.
  • Restructured pricing, qualification and structure of Reseller and Strategic Partnership departments in 3 months.
  • Maximized performance by rebuilding systems, automating manual processes and increasing GPS Insights Channel Awareness in market place.
  • Developed Strategic Partnership focus adding 12 new Insurance partners, 3 buying groups and 9 new Referral partners totaling $2.6 Million in direct sales revenue.
  • Increased direct sales Referral leads through Strategic Partnerships by 92% YOY.
  • Managed two departments to exceed revenue and expectations in 2022.
  • Realigned 218 resellers in 7 countries to new channel strategy successfully in 2022.

Regional Director West

Lotlinx
05.2021 - 10.2021
  • Manage West Field Sales Team consisting of 2 Managers and 17 Sales people
  • Responsible for Increasing West Reoccurring Revenue by $444,000 quarter
  • Manage all Major accounts sales and service for Lotlinx including Lithia, Autonation, Larry H. Miller, Hendrick and Sonic
  • Responsible of Growth for Larry H. Miller from 16 rooftops to 60 from May to September 2021
  • Developed process internally and increased Lithia from $500 a store per month to $2800 from May to September 2021
  • Increased Lithia stores on with Lotlinx from 33 to 189 in 6 months
  • Created service and sales standards for all major accounts, including Autonation which have moved from 26 stores to 150+ in 6 months

<p>Chief Marketing Officer</p>

Airborne Motorworks
01.2019 - 05.2021
  • Executed Seed Series and Raised $2.3 Million in investor funds for company in 2020.
  • Managed $2.4 Million marketing budget yearly and developed international marketing plan of $4.1 Million for 2021.
  • Responsible for rebranding of company from Aviator Cycles to Airborne Motorworks.
  • Created new logo, website, industry and investment marketing materials.
  • Increased Website and social media traffic by 216% YOY.
  • Manage all trade shows, publications, press releases, digital marketing and industry outreach.
  • Report weekly on ad performance, key targets, cost of acquisition vs industry standards and monies raised.

<p>Chief Marketing & Sales Officer</p> <p></p>

DealerCue
01.2019 - 01.2020
  • Responsible for developing, designing, testing and executing a deliverable Ad Product for Launch
  • Manage 6 Marketing executives and 4 Sales Representatives and tasked with growing sales quickly
  • Managed Marketing Budget of $1.2 Million in six month for launch and rebranding campaigns
  • Analyzed customer data and developed key marketing targets and message to expand DealerCue
  • Decreased customer acquisition cost from $840 to $189 within 6 months
  • Managed all digital campaigns and outside agency partners
  • Responsible for development of all Sales materials, website, social media and presentation of DealerCue Brand
  • Hired specifically to develop marketing department, re-brand of company and product launch

<p>Director Partner Channel</p> <p></p>

Experian Automotive
01.2017 - 01.2019
  • Created and launched the Partner Channel as a new revenue stream for String Automotive 3 years ago prior to purchase by Experian
  • Partner Channel is responsible for 93% of all DPS (Dealer Positioning System) sales for Experian
  • Manage and coach 4 Managers and 16 Sales Representatives and team of 7 Data Analysts for global partner channel
  • Manage and coach 4 Managers and 16 Sales Representatives and team of 7 Data Analysts.E
  • Responsible for all marketing for B2B and Agency Channel
  • Partner Channel billed over $7.8MM+ in recurring revenue
  • Currently the team provides, sales, service, analytics and training for over 170 Channel resellers
  • Manage the Partner Channel, Sales and analytics team
  • Overlapping Sales retention and analytics reports to better identify "Potential" customers for Direct Sales Team
  • Developed Digital Marketing Benchmarks from aggregated data
  • Responsible for developing DPS and analytics case studies, outlining strategic direction and coaching of teams
  • Handle operations for Partner Channel and interaction with Experian Direct Sales
  • Develop redesign for DPS Platform with Engineering and DPS Product Manager


<p>Director Operations, Analysts and Partner Channel</p>

String Automotive
01.2014 - 01.2017

  • Managed Analysts, Analytics, Marketing and Partner Channel
  • Responsible for targeted digital and direct marketing that grew monthly revenue from $1.2 Million per month to $4.2 Million per month
  • Developed all process for the DPS within sales, operations, support and marketing
  • Reviewed data sets to be injected into the DPS and Tableau for efficient reporting
  • Executed and designed case study approach, aggregation of data for benchmarks and trends in brand marketing
  • Utilize almost 80% of all data sets owned by Experian to identify gaps in marketing/sales
  • Singularly launched, managed and sold for the Partner Channel
  • Developed and created Performance Manager support department for String
  • Created analytics department for data aggregation, standardized reporting and sale operations data
  • Responsible for sales and team implementation with Experian merger
  • Developed and designed ROI reports with Engineering for Group accounts
  • Responsible for all Customer facing segments of String, Operations and Sales Operations

<p>Regional Sales Manager</p> <p></p>

Cars.com
01.2012 - 01.2014
  • President’s Club winner 2012 and 2013 as Regional Sales Manager
  • Managed 8 Sales Representatives in 7 Cities
  • Managed four sales reps on team to President’s Club 2012 and 2013
  • Achieved 147% Net Revenue goal in 2013
  • Exceeded Net Unit goal which resulted in 163% to goal in 2013
  • Accomplished 104% POP Revenue Increase goal through September 2013
  • 188% to Billable goal in 2013
  • Exceeded 2012 Revenue goal finishing year at 115% to goal
  • Achieved 156% Billable goal in 2012
  • Achieved 202% to goal POP Revenue Increase in 2012
  • Met 161% Net Unit goal in 2012
  • Exceeded 2012 Net Premier Units, 333% to goal
  • Surpassed Net Indy Unit goal in 2012 finishing at 840% to goal
  • Implement Bill Joy coaching and training daily
  • Completed CEB course “Driving More Effective Manager Coaching”

<p>Field Sales Manager</p> <p></p>

Cars.com
01.2007 - 01.2012

  • President’s Club winner 2008, 2009, 2010 and 2011
  • Successfully sold Internet Advertising to Car Dealerships in Spokane territory
  • Developed and maintained strong client relationships
  • Analyzed monthly advertising values to develop ROI for Dealerships
  • Achieved and often exceeded monthly sales goals
  • Created and derived integrated advertising campaigns for Dealerships
  • Serviced and trained existing and new Dealership clients
  • Challenged dealerships to advance their exposure online

<p>Account Executive</p> <p></p>

Clear Channel
01.2007 - 09.2007
  • Responsible for direct business to business and agency advertising sales
  • Developed and maintained strong client relationships
  • Analyzed advertising schedules to create most effective and frequency of campaign
  • Created programs and advertising to assist agency and clients’ business growth
  • Achieved and exceeded monthly sales goals

Education

St. Joseph's College, B.S Communications Minor Business
08.1991 - 05.1994

Skills

Digital Marketing & Acquisition

Data Analytics

Channel Sales

Direct Sales

Process Development

Strategic Direction & GTM

Creating New Revenue Streams

Communication

Process Development for Sales & Service

Decreasing Customer Acquisition Costs

Management Skills

Team Player

Identifying Business Needs and Solutions

Exceeding Key Performance Indicators

Negotiations

Brand Awareness

Budget Management

Quota Alignment

Exceeding Budget

Accountability

Global Sales

Timeline

VP of Sales

ACERTUS
06.2023 - 04.2025

V.P. Channel & Strategic Partnerships

GPS Insight
10.2021 - 06.2023

Regional Director West

Lotlinx
05.2021 - 10.2021

<p>Chief Marketing Officer</p>

Airborne Motorworks
01.2019 - 05.2021

<p>Chief Marketing & Sales Officer</p> <p></p>

DealerCue
01.2019 - 01.2020

<p>Director Partner Channel</p> <p></p>

Experian Automotive
01.2017 - 01.2019

<p>Director Operations, Analysts and Partner Channel</p>

String Automotive
01.2014 - 01.2017

<p>Regional Sales Manager</p> <p></p>

Cars.com
01.2012 - 01.2014

<p>Field Sales Manager</p> <p></p>

Cars.com
01.2007 - 01.2012

<p>Account Executive</p> <p></p>

Clear Channel
01.2007 - 09.2007

St. Joseph's College, B.S Communications Minor Business
08.1991 - 05.1994

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Julie LawtonStrategic Sales, SaaS, Transport, Analytics And Marketing Leadership Executive