Ceridian - Marketing Executive of the Year
Company: Ceridian, Minneapolis, MN
Company Description: Ceridian is a global human capital management technology company serving over 25 million users in more than 50 countries. Our offering includes the award winning, cloud-based Dayforce HCM, Global Solutions, and Small Business Payroll. Ceridian. Makes Work Life Better™ For more information about Ceridian solutions call 1-800-729-7655 or visit www.ceridian.com.
Nomination Category: Marketing Organization / Professional Categories
Nomination Sub Category: Marketing Executive of the Year
Nomination Title: Kristina Cleary, Chief Marketing Officer
Tell the story about what this nominee has achieved since January 1, 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.
Four years ago Ceridian was a traditional service-bureau company – a commodity in a mature market governed by a dying business model that lacked a strong brand identity. Then in 2012, following the acquisition of Dayforce, Ceridian transformed into an innovative global, SaaS technology company, mandated to further develop and deliver on a single application HCM technology and a value proposition and brand promise of “Makes Work Life Better”.
Success in rebranding, increasing marketshare and contributing to notable employee engagement is due, in part, to the dedication and vision of CMO, Kristina Cleary (a.k.a. KC) who is responsible for demand generation, market leadership positioning, content marketing, events and public relations for today’s Ceridian – comprised of close to 5000 employees globally and over 50,000 business customers.
Under KC’s leadership, marketing has contributed to an 81% increase in pipeline revenue compared to 2015, and over 50% increase in leads, year-over-year. Here is a sample of KC’s contributions:
Customer insight and participation contribute to driving Ceridian’s product roadmap, thus customer events are important. Four years ago KC assumed ownership of Ceridian’s annual customer event, INSIGHTS, and has grown it from 551 attendees to over 2000 attendees in 2016, featuring over 160 educational sessions and 30 customer speakers.
KC also introduced Ceridian’s Women’s Summit - featuring influencers including Reshma Saujani of Girls Who Code. The event provided a forum for discussion surrounding equity and diversity in the workplace. Due to its success, it is now a regular segment of INSIGHTS.
With a new product and value proposition, KC led the team through a transformative brand journey. Case studies feature compelling video, focused on customer storytelling. And Ceridian’s values of transparency, diligence, optimism, agility and customer focus have permeated throughout creative advertising, articles and web copy.
In 2016, Ceridian was recognized 36 times, winning awards for innovation, leadership and culture. Included in the tally: an ABA award for Most Innovative Company; and a Stevie Awards for Employer of the Year. Ceridian also continuously ranks in the top quadrant of leading analyst reports, such as Nucleus and Ventana.
Sharing the brand experience and news is a priority for driving increased awareness of Ceridian’s market leadership. Employees are part of the Social Media Street Team, which KC’s team founded. And KC champions social media education (i.e. training is part of onboarding and leadership development) and tools (i.e. employee advocacy software) to make content management and sharing (i.e. thought leadership articles, educational events, employee community involvement) easy and fun.
Today, Ceridian’s Street Team consists of nearly 400 employees. Over 3000 shares per month are posted to Twitter, LinkedIn or Facebook. Employee social media engagement has increased by 226% since 2015.
Also, Ceridian leaders actively contribute to the Ceridian HCM blog; which included over 70,000 views from over 40,000 visitors in 2016. KC herself is an active blogger, sharing her thoughts on investing in women and leadership.
Fun at Work
KC is the executive sponsor for Ceridian’s Fun at Work steering committee – a committee dedicated to activities that increase positive energy in the workplace. KC leads a global Fun at Work activity or theme each month complete with a hashtag that employees can use to share how they celebrate on Twitter or Instagram. A few of the more popular campaigns in 2016 included Employee Appreciation Day, May the 4th be with you day (Star Wars) and Ceridian’s Halloween contest.
KC also unified Ceridian’s Fun at Work program with a global calendar and strategy featuring corporate toolkits which include: event posters, template emails to invite people to participate, and ideas on how to celebrate.
KC’s leadership has contributed to engagement scores going up from 63 to 79 in less than two years, outpacing best-in-class standards. The marketing team has the highest score in the entire company at 86.6%. KC has one of the top individual leadership index’s at 94%.
In bullet-list form, briefly summarize up to ten (10) accomplishments of the nominee since the beginning of 2016 (up to 150 words).
• 81% increase in pipeline attributed to marketing activities compared to 2015
• 54% increase in revenue bookings attributed to marketing activities compared to 2015
• 86.6% score of employee engagement in the marketing organization and 94% leadership effectiveness index
• World class NPS score of 69 for Ceridian’s annual customer conference
• Increased customer conference attendance by over 20% breaking record numbers in 2016
• Achieved #1 leadership position in analyst report by Nucleus Research for Dayforce HCM
• Achieved record breaking award wins in 2016 with over 36 company, culture and employee awards
• Team executed over 100 events in 2016 including 71 tradeshows and 43 Dine & Dayforce field events in cities throughout North America
• Recognized as one of the top 300 women in HR to watch
• Launched the Ceridian Women’s Summit at INSIGHTS to increase awareness and support diversity and equality in the workplace