Spireon, Inc. - Female Executive of the Year
Company: Spireon, Inc., Irvine, CA
Entry Submitted By: Havas Formula
Company Description: Spireon, Inc. is North America’s leading connected vehicle intelligence company and a recipient of three Stevie® awards. Spireon provides businesses and consumers with powerful insights to track, manage and protect their mobile assets. The company’s award-winning NSpire™ platform supports nearly 4 million connected vehicles, serving auto dealers, lenders, fleet operators, transportation companies.
Nomination Category: Individual Awards Categories
Nomination Sub Category: Female Executive of the Year – Business Products –11 to 2,500 Employees
Nomination Title: Carla Fitzgerald, Chief Marketing Officer
Describe for the judges the activities and accomplishments of the nominated executive since the beginning of July last year (up to 525 words):
Carla Fitzgerald, chief marketing officer at Spireon, is the driving force behind the company’s brand success. With a strategic mindset and a practical approach to execution, Carla strives to ensure Spireon reaches its full potential as a recognized leader in connected vehicle intelligence. Through mastery of positioning, detailed planning, and clear, compelling communications, Carla has revived legacy product brands, quickly established new ones, and created a cohesive marketing strategy for a previously unknown, undefined company brand. The impact of her accomplishments over the past year can be characterized by thought leadership, marketing efficiency, new product introduction and organizational development.
Thought Leadership—Repositioning the company from a mobile resource management provider to “The Vehicle Intelligence Company,” and focusing on platform and data intelligence strengths to differentiate Spireon from competitors, Carla significantly expanded awareness of Spireon via public relations. She cultivated a strong pipeline of press announcements, developed company spokespeople, generated first-ever industry reports, contributed relevant articles to trade publications and ensured rapid response to all media opportunities. As a result, media coverage more than doubled YOY in 2017, and by August 2018, the company had exceeded its annual coverage goal. For the first time, Spireon earned coverage in top-tier national business publications including Forbes and The Washington Post.
Since May 2017, the company has earned 10 awards—including three Stevie Awards—for its technology, customer service and business achievements. Previously, Spireon had received only three awards in its 15-year history. Executives also garnered speaking opportunities at key industry events such as Automobility LA, Automotive Intelligence Summit and Transparency 18.
Marketing Efficiency—When she joined the company in 2016, Carla recognized the immediate need to achieve consistency, repeatability and scalability for marketing programs. Through the implementation of tools like HubSpot, FunnelWise and Channeltivity, the marketing team gained visibility and measurability of marketing programs and could share results with peers and executives. To support multiple, distinct sales teams, Carla brought in content management and customer survey platforms, creating a content production and sharing environment that far outpaced anything her predecessors had delivered.
New Product Introduction—Carla worked cross-functionally with product management and other departments to standardize a product launch methodology based on pragmatic marketing principles, including centralized, formal launch plans, messaging and measurement guides. Spireon successfully launched more new products in 2017 than in any other year in its history, including five major software applications, seven new hardware devices and six new mobile applications.
Organizational Development—Carla reorganized and expanded the marketing department to include the first-ever demand generation team, with dedicated campaign managers and digital marketing specialists for each business segment, resulting in a significant increase in volume, pace and quality of leads generated for sales.
She also launched Spireon’s first Customer Advisory Board with executives from Fortune 500 companies, creating a feedback loop to influence the product roadmap and strategic initiatives. As a result, Spireon built stronger relationships that led to increased account penetration and advocacy. Lastly, Carla served as executive champion for the first-ever Employee Ambassador Program, overseeing program content for a new, online education platform used for employee orientation. Nearly 80 percent of employees have been certified under the program.
Provide a brief biography of the nominated executive (up to 125 words):
Carla Fitzgerald is chief marketing officer at Spireon and is responsible for strengthening and expanding Spireon’s brand and market reach. An industry veteran with more than 25 years of experience in technology and B2B marketing, Carla complements a “big picture” strategy perspective with a proven track record of swift, efficient execution. Prior to joining Spireon in 2016, Carla drove high-performance marketing teams and strategies at top technology companies in the wireless, enterprise and consumer software arenas, including CA and Quest Software, and most recently as CMO at Smith Micro Software. She holds a B.A. degree in Economics and Computer Studies from Claremont McKenna College, and sits on the Board of Advisors for the UC Irvine Marketing Extension program.