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Work Background
OccuspaceSenior Director of Marketing
Jun. 2022 - Feb. 2024Los Angeles, California, United StatesInitial team member of the fast-growing occupancy monitoring and data analytics startup. • Spearheaded Account Based Marketing (ABM) and demand generation campaigns resulting delivering 500+ qualified prospect meetings and over 50% of company revenue.
• Conducted customer journey analysis and collaborated with Chief Technology Officer on 2.0 platform and mobile application enhancements and improved User Experience (UX) design.
• Implemented HubSpot Sales and Marketing database, overseeing dataset management and ensuring data integrity.
• Secured CEO to speak at higher education conferences.
OccuspaceHead of Accounts & Communications
Feb. 2021 - Sep. 2022Norfolk, Virginia, United States• Established Customer Account Management department in collaboration with Chief Operating Officer.
• Implemented processes that increased customer engagement and secured a 95% retention rate.
• Created 10+ customer case studies and digital content used in demand generation and customer marketing campaigns delivering on average 4:1 ROI.
• Oversee account management team, doubling team size over the last year
Surround Strategies & Surround LocalFounder/Principal Consultant
Sep. 2020Southern, Virginia, United States · RemoteWe provide demand generation and go-to-market services, in addition to HubSpot CRM operational solutions to established corporations, startups, consumer brands, and SMBs. • Created corporate branding and positioning, sales enablement content for Direct to Consumer (DTC) client.
• Launched e-commerce website for DTC client on Adobe Magento, working with Chief Technology Officer and developers. Increased organic search by 31% and product sales by 30% in first two weeks.
• Performed HubSpot data analysis and cleanse, removing 78% of waste from 85k CRM records for auto SaaS client.
• Used generative AI marketing tools to create content, enhancing market awareness and aligning with strategic business objectives. For local marketing, visit www.surroundlocal.com.
OccuspaceMarketing Consultant
Sep. 2020 - Feb. 2021Norfolk, Virginia, United StatesHired as a marketing consultant to handle public relations and marketing communications. Secured 20+ media placements in eight weeks for Occuspace in The New York Times, San Diego Union-Tribune, The Chronicle of Higher Education, ABC, NBC, and multiple trade publications.
The Winders GroupDirector of Strategy
Feb. 2020 - Sep. 2020Greater Los Angeles Area · RemoteFull-service marketing agency collective for technology brands. • Established best practices for marketing automation and ABM lead generation strategies for push notifications client, delivering a 20% increase in pipeline leads.
• Developed and launched customer nurture campaigns for fintech provider, resulting in a 70%+ response rate and multiple upsell business opportunities.
• Created social media presence for national nonprofit client; led the organization’s PR & email marketing programs, helping drive thousands of dollars in new donations.
• Hired and managed full-time creative team members and marketing consultants within the collective.
OneMarket (Previously Westfield Labs)Director, Integrated Marketing
May. 2019 - Jan. 2020San Francisco Bay Area · RemoteA Westfield Mall global retailer marketing platform and public company. • Recruited to lead integrated marketing strategy for Customer Activation Platform launch in U.S. and Europe.
• Executed a plan to drive awareness and demand that increased sales by 68% within 90 days of launch.
• Drove multi-channel demand outreach to 500+ decision makers at 126 U.S. and UK retailers, achieving a 44% response rate and 27 new prospect meetings, including Columbia, Diesel, Patagonia, Bliss, Pets at Home, and more.
• PR efforts resulted in 14 pieces of positive media coverage and two bylines in retail media.
• Authored white paper that gained significant trade coverage and leads from Zappos and Walgreens.
Dominion Dealer SolutionsDirector of Digital Strategy
Nov. 2018 - May. 2019Norfolk, Virginia, United States · HybridAutomotive marketing solutions division of Dominion Enterprises, a company with $1B in revenue. • Developed Digital Product Analysis for executive leadership to assess product direction, consolidation, and sales forecasts through 2020.
• Created Digital Discovery Checklist to expedite new client proposal process, decreasing turnaround time by on average 60%.
• Identified new product and partnership opportunities for Activator, a hybrid Customer Data Platform (CDP) and automated marketing tool, using competitive intel and market research.
• Created positioning and go-to-market strategies for Activator platform before leaving.
12 Digit Marketing (acquired by Westfield Retail Solutions, rebranded to OneMarket)Director, Marketing
Sep. 2016 - Nov. 2018San Francisco Bay Area · RemoteGlobal retail ad tech platform and startup later rebranded to OneMarket. • Joined founding team before acquisition by Westfield Labs in February 2017 then rebranded to OneMarket.
• Launched Account Based Marketing (ABM) campaign to luxury retailers resulting in a 70% response rate from C-levels at 90+ brands, including Dick’s Sporting Goods, Estee Lauder, Shiseido, and Skechers.
• Strategized event marketing campaign driving 40% response rate with 68% of respondents RSVP’ing to attend.
• Created product marketing collateral, branding, positioning, and competitive intelligence.
Self-EmployedStrategic Marketing Consultant
Feb. 2015 - Sep. 2016Greater San Diego Area · RemoteDemand generation and content marketing service provider. • Implemented marketing strategies for SaaS clients, including go-to-market support and execution, CRM database operations, ROI tracking and analysis, event planning, and lead gen outreach. • Generated a 24% response rate from demand generation campaign for a technology company that measures the impact of video advertising resulting in interest from Facebook, HP, Twitter, and Acura.
• Developed and distributed a weekly retirement newsletter and webcast to 10,000+ financial advisors for a large independent financial broker/dealer firm.
ConversantSenior Manager, Marketing Communications
Mar. 2012 - Jan. 2015Westlake Village, CA · On-siteDigital media division of Conversant, later acquired by Epsilon, a Publicis Groupe company. • Generated $13.4M in revenue and 71% average response rate from award-winning “Take the Call” campaign.
• Implemented the department's first business analysis plan, cleansing and standardizing 10k CRM database records.
• Helped develop and execute national survey to 1,000 media buyer customers and prospects, resulting in 65% response rate and learnings to improve RFP response process.
• Supported company rebranding and change management protocols, including brand strategy, internal communication, collateral audit, legal and compliance requirements, etc.
• Sales enablement assistance for 65+ person sales organization.
Total GymManager, Marketing Communications
Mar. 2010 - Feb. 2012San Diego, California, United States · On-siteTotal Gym is the world's leading manufacturer of functional and bodyweight training equipment for home and commercial fitness and physical therapy, inspiring 24 million workouts per year worldwide. • Responsible for managing and implementing strategic and brand focused marketing communications including public relations, advertising, social media marketing, email marketing, channel-specific communications and copywriting.
• Marketing communications subject matter expert providing guidance and support to commercial trainers for marketing Total Gym products to their consumer audiences.
• Served as on-air spokesperson appearing on local San Diego NBC and CBS morning shows to present Total Gym fitness experts, new workouts and trend commentary.
First Allied Securities, Inc.Director, Product Development and Marketing (FN Interactive, acquired by First Allied Securities)
Mar. 2008 - Feb. 2010San Diego, California, United States · On-siteFN Interactive, Inc., is the developer of a web-based marketing communications platform for independent financial advisors. As the Director of Product Development and Marketing, I was responsible for:
• Platform product enhancements working with developers and graphic artists to create new marketing and news content.
• Lead business development efforts with outside consultant including development of presentation materials for large financial institutions include Standard & Poor's.
• Conceived and launched the FN//update weekly financial news webcast distributed to thousands of financial advisors and their clients weekly. • Additional responsibilities included content development including bi-weekly financial commentary articles on trending market news and events.
JWalcher CommunicationsAccount Executive
Dec. 2005 - Mar. 2008San Diego, California, United States · On-siteJWalcher Communications is a San Diego-based public relations agency with a diverse portfolio of national clients. • Managed public relations, marketing campaigns, guerrilla promotions and special events.
• Developed national and local media relationships and ongoing strategies as well as wrote creative communications including press releases, pitch letters, articles and bylined columns. • Media relations efforts garnered placements in the Associated Press, Washington Post, New York Times, Investor's Business Daily and more.
• Served as on-air spokesperson on every major San Diego news channel for various clients including Bazaar del Mundo and Total Gym.
American Council on Exercise (ACE Fitness)Public Relations Representative
Dec. 2005 - Dec. 2006San Diego, California, United States · On-siteThe American Council on Exercise (ACE) is a universal leader in Personal Trainer, Group Fitness, Health Coach & Medical Exercise Certifications. As the Public Relations Representative, I managed:
• Media relations, web content and community outreach efforts.
• Provided company leadership and spokespeople with strategic and consistent messaging for tradeshows and media interviews.
• Successfully placed corporate speakers and scheduled interviews in national media and at industry tradeshows and was the first to place an ACE spokesperson on CNN Headline News.
BarkleyAccount Coordinator (Boasberg Wheeler Communications, acquired by Barkley)
Jun. 2003 - Jul. 2004Kansas City, Missouri, United States · On-siteBoasberg Wheeler is a full-service marketing communications agency supporting major national brands and companies. • Assisted in building brand awareness for recognized consumer brands: Hostess, Wonder Bread, Sprint, Feld Entertainment and H&R Block.
• Coordinated promotional partnerships, press releases, advertising and online content. • Successful in placing Twinkies on the TODAY Show, which delivered a marked increase in Twinkies.com web traffic and sales.
• Served as regional publicist for the "Disney on Ice" show.
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