One of our "Power 30 Solution Providers"
Biography and Background:
As Vice President, Marketing for VeriStor, Jessica Garrett leads the development and execution of the company's marketing strategy and related programs. A seasoned executive with more than a decade of experience in the high-tech, professional service and financial service markets, Jessica is instrumental in creating compelling, high-impact marketing programs that drive sales and extend VeriStor's position in the marketplace. Prior to joining VeriStor, Jessica was Director of Marketing, Global Brand and Campaign Strategy for ARRIS, where she developed in-depth marketing programs on a global scale. Under her guidance, ARRIS executed a comprehensive brand refresh, launched a multi-year NASCAR sponsorship, drove an expert content marketing program, and stood up a deep marketing automation and lead strategy. She honed her skills in executive positions for the Society of Certified Senior Advisors where she transformed the organization through the development of an online lead gen, customer nurturing and customer loyalty programs. Jessica has been the recipient of multiple marketing and leadership awards to include the Women in Cable Technology's Rising Star Award for Emerging Leader in 2015. She also served in the United States military for more than 14 years and is a veteran of multiple armed conflicts.
How have you personally helped advance your company's channel business over the past year?
At VeriStor, we're rapidly transitioning to a more modern marketing approach that focuses on three things: a 'DevOps Marketing' mindset that embraces agility and holistic ecosystem thinking, a Data First focus that relentlessly looks at ROI metrics across the entire customer journey, and a deep integration of marketing into sales processes and goals aka 'Smarketing'. Aside from the overarching strategy, the biggest change has been the launching of a full-fledged digital marketing function from scratch. This has involved a complete revamp to our technology stack that included standing up new tools as well as optimizing current ones, a retooling of how we tell the story of our tech offerings from a product-focus to a customer-problem focus, and a comprehensive change from the classic event focus to a more integrated campaign approach that leverages both digital and event marketing. By combining all of this with a laser focus on impacting the sales pipeline, we are translating marketing activities into powerful ROI for our vendor partners and our company.
What are your goals for your company's channel business over the next year?
Over the next year, my team will continue to further our Data First, DevOps Marketing and Smarketing strategy to drive integrated and personalized campaigns that deliver ever more marketing ROI for our vendor partners. By tying results directly to the program elements that deliver them, vendors will be able to see the real and tangible value of each program, and collaborate in how to drive greater value for their businesses. I'd also like to continue growing the women's continuing education program that I started at VeriStor and get more women to participate in leadership, personal growth and business training opportunities.
What honors, awards or commendations have you won over the past year?
In the past year, I have been named to the Hewlett Packard Enterprise Marketing Partner Advisory Board.
Outside of your family, please name a woman you admire and why:
Meg Whitman gave a speech about how, early in her career, she thought culture was one of the most important things, but later on, she realized it was the only thing that mattered. You can have the smartest people working for you, but if they don't support the culture, you're not all marching in same direction. Whitman figured out how to apply that philosophy in a company of HP's size. That was very inspirational for me. I work every day to support and instill VeriStor's culture because it's our culture that inspires us to work hard and love doing it.
What advice would you give to young women who want to begin careers in technology?
It's important to learn how to overcome being uncomfortable networking with new people. When you have the opportunity to meet a department head or your counterpart in another company or even a CEO, talk to them and ask them questions. Don't feel shy or intimated in doing so, because in sharing experiences and ideas, you will be giving them valuable insight in return. You just may not realize it. It's these people you'll lean on when times are tough and the ones you'll seek for advice. Your success will depend on these friends you make during your career.
If you could be any movie character for one day in real life, who would you be and why?
Buffy the Vampire Slayer - both the movie and the TV Show. Buffy was a pretty unlikely superheroine, in an era when blonde girls were always getting killed off in horror movies. Of course someone who looked like Buffy could easily overpower a murderous supernatural creature three times her size. And of course she could do it in heels and lip gloss, without ever compromising her femininity. She was all girl and far from that being a weakness, it was the source of her strength. She made kickass heroines the norm and who doesn't want to be one of those?
If you could travel to a city you've never been to before, all expenses paid, where would you go and why?
My ancestors on both sides of my family are from County Clare in Ireland so I'd start off going to the city of Ennis in that county. I'm second generation Irish and I've never seen where my ancestors lived. I'd stay in the Dromoland Castle because I grew up with a painting of it in my house that my ancestors brought with them when they moved to the U.S. When I was a little girl, I would dream about living there. From there I'd visit County Cork because that's where the surname Cramer, my maiden name, was first found.
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