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Work Background
Intelligent DemandMarketing Strategy Director
Apr. 2024Wimberley, Texas, United StatesDrive B2B client – and agency - revenue growth via recommending, executing, measuring and optimizing full-funnel integrated growth plays. • From developing foundational ICPs, messaging, buyer/user journeys and content strategy to operationalizing that through cross-functional teams and expertise, I help clients generate marketing-attributed revenue and meet defined objectives from an integrated content, creative, media and RevOps 1:1, 1:Few and/or 1:Many approach..
Swan CloudCMO | Emerging Tech | Product Owner | Growth Marketer
Oct. 2022 - Nov. 2023Austin, Texas, United States- Authored a strategic GTM plan that transformed a Web3 multi-product/brand/domain project into an exceptional customer experience and revenue-generating MVP, supported by tailored messaging, content, and initiatives to meet KPIs. - Created and executed a comprehensive, multi-layered user acquisition program encompassing community engagement, joint partner initiatives, influencer communications, social media campaigns, and content marketing for beta, launch, and subsequent stages. - Harnessed partnerships with influential entities including Binance, Filecoin, and Chainlink to substantially enhance project reach, credibility, participation, and feedback collection. - Led a global team of 7 and a budget of $250k while reporting to the CEO.
StorjDirector of Product Marketing | Voice of the Customer | Product Leadership
Sep. 2020 - Sep. 2022Austin, Texas Metropolitan AreaDeveloped research-driven ICPs, positioning, messaging and journeys to fuel impactful and consistent content and programs to launch and grow a new category - decentralized cloud storage. - Drove thousands of leads, new accounts, conversions and MAUs through the creation, placement and engagement of multi-funnel buyer and user content from awareness through selection, usage and advocacy. - Increased reach, credibility and acquisition through strong customer and partner relationships featured in quotes, case studies, webinars, PR and references. - Initiated and executed an extremely successful differentiating sustainability campaign that today includes a dedicated team and the Digital Sustainability Alliance. https://digitalsustainabilityalliance.org/ - Hired, trained and managed an outsourced ISR team where I achieved decreasing HSAL from 19 hrs to 3 hrs in 3 months and had to hire more Storj sales reps to meet the demand of increased booked meetings - Paved the way to significant increases in web traffic (12K/mo to 1M/mo), account creation (from 10% to 300%), object uploads (from 15% to 62% conversion rate), and revenue (543%). - Led a small team, eight contractors and one agency with budget of $1.1M while reporting to the CMO.
GoogleSenior Marketing Manager | Demand Generation | Database Management | Marketing Operations
Mar. 2019 - Nov. 2019Austin, Texas- Mentored and inspired a global team of 6 Marketing Specialists tasked with creating, executing, overseeing, and fine-tuning multi-channel campaigns (including content, email, social, search, in-product, events, etc.). These campaigns were strategically crafted to attract and engage leads/participants for specific Google research studies. - Employing a diverse set of metrics from multiple sources, maintained a vigilant watch over campaign performance, consistently seeking opportunities to optimize conversions and enhance the broader Return on Investment (ROI) across a spectrum of marketing endeavors. - With a modest budget of $75K, I led an extremely talented global team and, together, we elevated user experiences across a broad range of audiences, including B2B, B2C, and B2D segments, by transforming research insights into concrete enhancements in features, functionality, and overall product offerings within critical Google platforms and partner collaborations.
Bulldog SolutionsSenior Marketing Strategist | Product Marketing | Cybersecurity | B2B Tech Client Growth
Feb. 2018 - Mar. 2019Austin, Texas Area- Orchestrated the establishment of a new strategic core competency within this B2B agency by harnessing extensive customer, competitive, company, and market insights to inform and elevate strategic creative, marketing, and demand generation initiatives for both prospective and current clients. - Spearheaded the consistent implementation of best-practice processes, research deliverables encompassing elements such as the buyer’s journey, personas, competitive analysis, and comprehensive briefs, along with associated strategies. This rigorous standardization initiative was devised to reinforce, align, and amplify the account planning function, fostering a cohesive approach across the agency's operations. - Through orchestrating a successful pitch that secured the esteemed $6B National Cash Register (NCR) account, I underscored the impact of research-driven strategies in shaping decisive business victories and fostering substantial partnerships, exemplifying the potency of insights in driving success.
eG InnovationsDirector of Growth Marketing & Operations | Full-Funnel Growth | Revenue Generating KPIs
May. 2015 - Nov. 2017Austin, Texas Area- Reinvigorated, consistently evaluated, and fine-tuned a comprehensive global marketing plan spanning multiple channels, verticals, and partner networks. This endeavor was aimed at heightening brand awareness, consideration, lead generation, conversion rates, and overall revenue for SaaS-based Application Performance Management (APM) software. - Directed the entirety of the marketing mix, fostering close collaboration with regional and international sales and marketing teams to optimize outcomes and Return on Investment (ROI). - I reported to the CEO , managed a team of 2 and a budget of $600K . - Spearheaded global digital campaigns and events resulting in a substantial lead accumulation of over 15k and contributing to an impressive annual revenue uplift of more than $5 million. - Achieved exceptional engagement email Click-Through Rates (CTR) of over 22%, Landing Page (LP) conversion rates up to 58%, and a consistent influx of daily Marketing Qualified Leads (MQLs) through the meticulous implementation and continuous enhancement of HubSpot practices, aligned with sales strategies. - Initiated and effectively managed partner marketing and engagement endeavors, resulting in lead generation, increased partner revenue, and the cultivation of partner advocacy. - Demonstrated adept leadership by managing the complete marketing mix, establishing close collaboration with regional and international sales and marketing teams, thereby optimizing outcomes and Return on Investment (ROI).
Launch MarketingAccount Director | Product Marketing | Growth Marketing | Client Management & Growth
Feb. 2014 - May. 2015Austin, Texas Area- Provided strategic direction for integrated planning, messaging formulation, go-to-market strategies, lead generation tactics, engagement initiatives, public relations efforts, social media management, PPC (Pay-Per-Click) advertising, SEO (Search Engine Optimization), and comprehensive reporting. This role encompassed a wide array of startup and early stage B2B technology clients with diverse requirements and goals. I reported to the owner/founder, managed a team of 3 and budgets from $25K - $1.5M+ depending on individual clients . - Applied data-driven insights to meticulously craft and optimize content, creative and media strategies, and marketing automation campaigns, successfully contributing to an impressive 150% increase in revenue sourced from the Bloomfire account.
- Authored messaging, PR, content, event and sales enablement initiatives to raise awareness and consideration/meetings for Silicon Space, a temperature- and radiation-hardened semiconductor solution.
Freescale SemiconductorSr Marketing Communications Manager, Corp Comms | Strategy | Product Marketing | Global Demand Gen
Jun. 2010 - Oct. 2013Austin, TX- Authored comprehensive corporate messaging that underpinned crucial high-level initiatives, spanning an array of communication avenues ranging from impactful advertising campaigns and strategic marketing automation initiatives to effective sales communications, channel engagements, event promotions, and compelling website content. - Supervised and guided worldwide brand and channel co-branded lead-generation advertising programs, both in print and digital realms. This encompassed the creation of entirely novel campaigns and the meticulous supervision of their execution across diverse segments, products, and regions. - Actively managed and meticulously analyzed metrics and reporting for the advertising campaign, ensuring a constant evolution of properties, publications, calls-to-action, creative executions, regional placements, custom media initiatives, and landing page assets to maximize ROI. Held weekly metrics/insights meetings with regional marketing partners from US marcom teams to China, Japan, India and more. - I reported to the Sr Manager of Corporate Marketing, was a contributor across marketing, segments and business units and managed a budget of $3M . - Generated a substantial volume of over 8,000 sales and channel leads on a global scale through well-structured strategic custom media programs, effectively leveraging a variety of formats for engagement. - Designed and implemented a corporate-level marketing automation campaign, leveraging Eloqua, to drive awareness and segment the audience based on key verticals, contributing to enhancing market presence and resonance for the 'new' Freescale.
McCann WorldgroupMarketing Strategy Director | Product Marketing | GTM | Research & Insights
Dec. 2008 - Mar. 2010Greater Salt Lake City Area- Crafted perceptive marketing and creative strategies that guided diverse client segments including the Microsoft Education Products Group, Microsoft Healthcare, Microsoft WW Partner Group, Microsoft OEM Group, Microsoft Win Client and Verizon/Verizon Business. - Conducted exhaustive research to recommend global pre-launch, launch, and demand-generation strategies for four new Microsoft Education-specific products, implemented both directly and through Microsoft's partner network. I reported to the SVP of Strategy , lead strategic efforts across accounts and functions and managed budgets of up to $500K just for research and strategy initiatives . - Presented a pitch that won a new Microsoft SMB SaaS System and Security Management opportunity. Executed the recommended go-to-market strategy and deliverables for the successful IT and partner launch. - Specifically requested by the Verizon Account Team to lead the strategy work for launching VZ into Healthcare
LANDesk SoftwareSenior Marketing Programs Manager
Jul. 2007 - Nov. 2008Greater Salt Lake City AreaI was responsible for designing, implementing, and fortifying global multi-channel marketing programs with the primary objective of engaging diverse audiences across various platforms. My efforts included crafting precise messaging and tailored content that specifically addressed the distinctive challenges and prospects encountered by the CIO-level audience within the intricate realms of multi-layered IT and corporate environments. I reported to the VP of Marketing , non-directly managed a team of 8 and an annual budget of $50k. - I successfully revitalized the ITSM business line, achieving an impressive 250% boost in product portfolio license revenue. - I strategically generated over 5,000 leads for sales and channel partners through online programs tailored to higher-level CIO/VP IT audiences, effectively reaching the desired audience for specific LANDesk software solutions. - I orchestrated the launch of the LANDesk IT Asset Lifecycle Manager product, a triumph acknowledged by the CEO as the best in the company's history, encompassing coordinated efforts across various components, including sales, channel, OEM, event, press, customer, prospect, and analyst outreach.
Modeo LLCMarketing Director
Dec. 2005 - Apr. 2007Houston, Texas AreaI directed all branding, marketing, and communications initiatives to facilitate the successful launch of DVB-H-enabled devices and a mobile broadcast network in the top 30 U.S. markets for a startup company. I reported to the VP of Sales & Marketing and managed across functions, contractors partners and agencies. - I skillfully managed a comprehensive consumer pilot program, as well as conducted multiple focus groups and usability studies, leading to the refinement of customer support tools and the creation of a favorable and gratifying customer experience with Modeo mobile TV offerings.
- I actively contributed to the growth of industry awareness and the adoption of DVB-H technology by serving as a Board Member in the Mobile DTV Alliance, while collaborating with influential sponsor members including Intel, Microsoft, Modeo, Motorola, and Texas Instruments.
CHARM ConsultingFull-Stack B2B Tech Marketing Consultant
Apr. 2003 - Dec. 2005Wimberley, Texas, United StatesDeliver freelance and contract-based branding, marketing, and creative consulting services to emerging tech orgs. Craft positioning, messaging, content, GTM and growth strategies and execution to meet key client KPIs.
IomegaBrand Manager
Oct. 2001 - Nov. 2003Greater San Diego AreaI developed marketing communication and launch plans, overseeing cross-functional team execution of global programs and deliverables. I reported to the Director of Marketing , managed multiple agencies and a budget of $1M . - I contributed to a substantial 25% growth in Network Attached Storage (NAS) Server sales over three consecutive quarters.
- I strategically orchestrated an aggressive recruitment campaign, along with a highly acclaimed channel website and multiple sales support initiatives, collectively attracting, engaging, and empowering a network of more than 2k Resellers.
- I took the initiative to lead and execute all Corporate Business-to-Business (B2B) and Business-to-Consumer (B2C) direct marketing programs, resulting in the generation of over 6.5k leads and an impressive $2.1 million in sales.
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- I initiated the creation and execution of a worldwide lead-generation, qualification, distribution, and reporting program, resulting in a debut seven-country campaign that achieved an impressive 400% surge in unit sales.
- I managed a strategic partnership with Microsoft, skillfully securing more than $750,000 in co-funding for Return on Investment (ROI)-driven channel marketing programs and lead-generation campaigns.
IntelMarketing Programs Manager
Oct. 2000 - Jun. 2001Greater San Diego AreaI took charge of developing the marketing plan and overseeing the execution of strategic and tactical marketing initiatives, aiming to establish Intel as a frontrunner in Bluetooth wireless technology. - I effectively led the worldwide launch of Intel Bluetooth adapter products, showcasing a deep understanding of market dynamics
- I established co-marketing relationships with Ericsson and IBM, collaborating on global implementation plans for product bundles, channel programs, and marketing campaigns to enhance the Bluetooth value proposition and broaden distribution.
- I created a best-practice launch process for Intel-branded consumer products and led the effort to enhance Intel's global retail presence and performance.
- I was asked by Intel to move to Germany and lead the consumer/retail efforts there for all of CPG (Consumer Products Group) soon after the Bluetooth launch.
CompaqManager, Marketing Communications
Sep. 1997 - Feb. 2000Houston, Texas AreaManager, DirectPlus Marketing Communications (Promoted from Program Manager in January 1999) With a discerning approach, I adeptly analyzed call volume and sell-through metrics, identifying avenues for optimization across the intricate landscape of a flourishing direct-response campaign. This involved strategic assessments spanning product dynamics, compelling offers, pricing strategies, communication channels, focused target lists, and creative components. Moreover, I successfully managed comprehensive call center training and incentive initiatives, leading to elevated call volumes that directly correlated with heightened sales achievements. - I managed a dynamic team that achieved remarkable success, generating over $1 million daily in direct Small and Medium Business (SMB) sales, through the seamless execution of an integrated $34 million direct-response program spanning print, television, direct mail, catalogs, and online platforms. - Spearheading co-marketing campaign initiatives, I collaborated with significant partners including American Express, Microsoft, Intel, and Compaq divisions, effectively capitalizing on these strategic alliances and fostering key media relationships to optimize exposure while minimizing costs per call and sale. - Demonstrating proficiency in personalized marketing, I utilized on-demand digital printing to craft tailored catalogs for Direct Response Television (DRTV) leads, which in turn generated an impressive 50% response rate, highlighting the impact of personalized engagement.
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