About

Creative left–brained marketer with over a decade of success creating strategies that drive efficient ROI, increase retention and achieve exceptional LTV. Focused on representing the underrepresented.

EXPERIENCE

Director of Marketing Communications – Webdam, Shutterstock Oct 2015 – Present Enterprise SaaS company targeted at marketing professionals growing 40% YoY.

  • Developed and managed content strategy, creation, promotion and analysis across all channels; ensured messaging and brand tone was consistent across all touchpoints and KPIs were met
  • Built marketing strategy around buyer personas, product software benefits, market dynamics, and targeted SEO keywords and PPC plan
  • Responsible for content distribution initiatives like list segmentation and ad targeting to remailing or repackaging stale content
  • Produced 125 blogs, 17 guides, 20 customer stories, 6 webinars, 5 product videos, 4 Infographics, 3 nurture programs, 12 events, monthly newsletters to each customers and prospects
  • Managed +$2M annual budget to drive customer acquisition strategy and achieve sales goals
  • Measured initiatives around quarterly reporting KPIs to ensure marketing is driving qualified leads through the funnel maintaining an efficient CPL and positive ROAS
  • Delivered 106% leads to sales that resulted in 118% new opportunities compared to goal
  • Managed Marketing Coordinator one direct report and a remote contract team (of 4 people) for content and email marketing with a focus on career development
  • Worked with Creative Director to manage website development using conversion rates, behavior flow and heat maps to optimize layouts and CTAs
  • Completed full rebrand of Webdam, including over 7,000 design assets within three months; launched one product; multiple feature announcements; several segmented nurture tracks for customers and prospects and bi-monthly release notes
  • Selected by leadership to run “high performance culture” committee of twelve employees focused coalescing company around unifying vision

Head of Marketing & Operations – BetterCompany Oct 2014 – Oct 2015
Startup in SF founded to help people have a better workday. Owned marketing and operations for beta app launched in Canada, used findings to prepare for US app launch:

  • Determined and institutionalized brand values, mission, tone and positioning for the company
  • Ran and measured all marketing initiatives; email marketing, press releases, social, app-store
  • Wrote in-app communications; hired, trained and managed customer experience team
  • Refined product through a Listening Tour to meet with thought-leaders and stakeholders
  • Partnered with founder to determine and prioritize product roadmap
  • Third employee, first non-technical hire. Ran point with founder on hiring to grow internal team from three to eleven to acquire talent necessary for US launch
  • Ran point for first large-scale enterprise sales RFP, client: Lululemon

Post-Launch responsibilities and accomplishments:

  • Drove Acquisition: Averaged 2% conversion rate on email marketing to mobile installs. Leveraged paid social, partners, and in-app invites to further drive growth..
  • Increased Retention: Achieved 44% app retention rate. Owned marketing funnel to ensure consistent brand tone and positioning. Responsibilities included copywriting for entire app and working directly with Privacy & Security lawyer to define and create both TOS and privacy policy.
  • Powered Referrals: Average 1.3 user invites per user. Owned peer-to-peer invite flow, improve through A/B testing and user insights.

Director of Marketing – Clarabridge (acquired Market Metrix) June 2014 – Oct 2014 Director of Demand Generation – Market Metrix April 2013 – June 2014

  • Responsible for marketing channels and content strategy including website content including blog, email marketing, webinars, social media, datasheet and customer stories
  • Owned strategy and execution behind vertically, geographically and role segmented campaigns, including launch into new verticals and partnership programs.
  • Collaborated with EVP of Marketing to deliver all marketing activities, including investor presentations, editorial calendar and management of activities
  • Provided sales team with messaging strategy and content resources to optimize performance
  • Partnered with Head of Sales to develop and lead global Sales Kickoff for +20 sales reps and strategic consultants
  • Led Market Metrix integration with Clarabridge to help company meet post-acquisition goals. Responsible for company-wide communications and ensuring department heads work effectively to merge company
  • Only non-executive involved in Clarabridge/Market Metrix integration workshop to develop combined messaging, branding, and positioning story. Worked directly with CMO to create, finalize, and present
  • Increased monthly lead average by 43%, demo requests by 68%, web traffic by 100% and marketing ROI by 815%

Go-To-Market & Positioning Consultant – Firebrick Consulting July 2011 – April 2013

  • Advised over a dozen companies (Ex; Citrix, Workday) with their go-to-market strategies. Worked with team to develop positioning decks, sales playbooks, message guides.
  • Supported over 10 workshops: conducted over 100 executive interviews, and 8 validation focus groups.
  • Analyzed data insights derived from automation tools to equip team to categorize leads.
  • Created internal processes to effectively deliver timely, quality work to client. Liaison between clients and creative.
  • Owned creation of 50+ page integration playbook combining Firebrick into Ransford holding company.
  • Owned the marketing tech stack; evaluated and implemented new solutions like HubSpot and integrated it into SalesForce.
  • Conducted brand refresh alongside Creative Director, which lead to increased monthly engagement.

SKILLS & TOOLS  Salesforce | Marketo | Google Analytics | Excel | Trello | WordPress | HTML | CSS | Facebook/Twitter/LinkedIn Ads | Google Adwords | BetterWorks | Greenhouse| | MailChimp | Hootsuite

EDUCATION
University of San Francisco | MBA: Entrepreneurship & International Business
Fordham University | BS: Business Administration, Marketing

UC Berkeley Extension | HTML & CSS, Data Modeling & Database Design
General Assembly | Intro to Photoshop, Advanced Excel, Content Strategy, User Research Techniques

PUBLICATIONS:
Forbes, 
How to Maximize Your Brand’s Pinterest Potential 2017
Medium,
 What’s Missing from your Career? A Ritual.  2015

FEATURED IN:
Teen VogueBest Fourth of July 2018 Nail Art Ideas 2018
LA LGBT Center’s Vanguard QuarterlyFear Cannot Defeat You (pg 16-17) 2017

Professional Writing:
Blog: Double Dutch that Creative Workflow
Blog: Do Deep Work: Delete Distraction
Blog: How Higher Education Aims Higher
Blog: Method Scales to Support Fast Growth
Blog: 5 Websites That Highlight Design Industry Trends
Blog: Marketers Weigh In: What’s Working, What’s Not and What’s Ahead

HOBBIES 2X Ironman | Member of Women Catalysts | USF MBA Alumni Mentor | Marketing Advisor to Garden Creamery

Let’s connect. 

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