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Work Background
UpstraxChief Marketing Officer
Jun. 2024As the Chief Marketing Officer at Upstrax, I lead the charge in crafting and executing the strategic marketing vision that drives our company's growth and market leadership in the HR tech industry. My role encompasses a blend of creativity, data-driven decision-making, and a deep understanding of the SaaS landscape, all aimed at positioning Upstrax as an innovator in human resources management solutions. Key Achievements: Strategic Brand Positioning: Successfully redefined and elevated the Upstrax brand, resulting in a significant increase in brand recognition and market share. Spearheaded the development of a compelling brand narrative that resonates with our target audience and sets us apart from competitors. Growth-Driven Marketing: Led the design and execution of integrated marketing campaigns that increased lead growth and customer acquisition. Leveraged multi-channel strategies, including content marketing, digital advertising, and social media, to drive demand and boost customer engagement. Product Launches: Collaborated closely with the product and engineering teams to launch new features and enhancements, ensuring each release was supported by targeted go-to-market strategies. Developed messaging frameworks that clearly communicated the value proposition to different customer segments. Data-Driven Decision Making: Implemented advanced analytics tools and dashboards to monitor campaign performance, optimize marketing spend, and make data-informed adjustments. My Vision at Upstrax:
I am passionate about pushing the boundaries of what's possible in HR tech. My goal is to ensure that Upstrax not only meets but exceeds the expectations of our clients by delivering innovative, user-friendly solutions that simplify HR management. Through strategic marketing and a relentless focus on customer success, I aim to drive Upstrax's growth and establish it as the go-to platform for businesses worldwide.
Product Marketing AlliancePMA Member
Feb. 2024Product Marketing Alliance is the largest global collective of product marketing managers committed to driving demand, adoption, and the overall success of their products.
Sabrhub Senior Product Marketing Manager
Feb. 2024 - Aug. 2024Austin, Texas, United StatesSabrhub is a leading customer engagement solution provider, specializing in seamless messaging platforms. It empowers enterprises to connect with their customers through a blend of AI and human touch, delivering world-class, customer-centric messaging solutions in record time. With its Context Platform, it is at the forefront of revolutionizing business communication, making every interaction count.
EffortelProduct Marketing Manager
Jul. 2023 - Dec. 2023Bulgaria- Strategic Positioning: Develop and refine the product's positioning, messaging, and value proposition in alignment with the company's overall brand strategy and market trends.
- Go-to-Market Strategy: Craft and execute comprehensive go-to-market plans, outlining the launch strategy, target audience identification, distribution channels, pricing strategy, and promotional tactics.
- Market Research: Conduct thorough market analysis, competitive research, and customer insights to gain a deep understanding of market trends, customer needs, pain points, and opportunities.
- Buyer Persona Development: Collaborate with cross-functional teams to create detailed buyer personas, ensuring that marketing efforts are tailored to address the specific needs and preferences of different customer segments.
- Content Creation: Collaborate with content teams to develop compelling marketing collateral
- Sales Enablement: Equip the sales team with the necessary tools, resources, and training to effectively communicate the product's value proposition and features to potential customers.
- Cross-functional Collaboration: Work closely with product managers, engineering, sales, and design teams to gather insights, align on product roadmap, and contribute to product development based on market feedback.
- Campaign Development: Develop and execute marketing campaigns that raise awareness, generate demand, and drive leads through various channels.
- Metrics and Analysis: Establish KPIs, analyze campaigns, and offer data-driven insights.
- Customer Advocacy: Cultivate strong relationships with customers to gather testimonials, case studies, and success stories that can be leveraged in marketing efforts.
- Innovation and Feedback Loop: Stay updated on trends, feedback, and identify product opportunities.
- Team Leadership and Mentorship: Guide and mentor junior product marketing team members.
- ROI Analysis: Measure and communicate marketing ROI, showcasing impact on the bottom line.
Airtouch(R) Senior Product Marketing Manager
Feb. 2023 - Jul. 2023Responsibilities: - Develop and execute comprehensive product marketing strategies aligned with business objectives.
- Conduct market research and analysis to identify customer needs, market trends, and competitive landscape.
- Define product positioning and develop compelling messaging to communicate the value proposition effectively.
- Lead go-to-market (GTM) planning for new product launches and major updates.
- Enable the sales team with effective tools, resources, and training to promote the product.
- Act as the voice of the customer and provide insights to influence product development decisions.
- Monitor and analyze the competitive landscape to develop strategies for effective competition.
- Collaborate with various teams to develop pricing and packaging strategies.
- Create high-quality marketing content, including collateral, presentations, and thought leadership materials.
- Plan and execute marketing campaigns to generate awareness and drive demand.
- Collaborate with cross-functional teams to ensure alignment and effective communication.
- Establish key performance indicators (KPIs) and measure the success of product marketing initiatives.
Skin Cancer and Reconstructive Surgery (SCARS) CenterProduct Marketing Manager
Nov. 2019 - Jul. 2021Responsibilities: - Assisted in refining the company's digital strategy for 3 clinics in OC, California
(https://scarscenter.com/, https://appearancecenter.com/, https://ocskincancer.com/).
- Developed strategies and tactics to increase online presence and drive website traffic
- Conducted market research and analyzed data to inform marketing decisions
- Deployed successful marketing campaigns and own their implementation from ideation to execution
- Managed social media accounts and created content to increase engagement
- Experimented with a variety of organic and paid acquisition channels like content creation, content curation, event management, publicity, social media, lead generation campaigns, copywriting, performance analysis
- Produced valuable and engaging content for the company websites and blogs that attracts and converts the target groups
- Prepared and monitored the marketing budget and allocate funds wisely
- Implemented and monitored advertising campaigns to improve ROI
- Overseed and approved marketing material, from website banners to hard copy brochures and case studies
- Measure and report on the performance of marketing campaigns, gain insight and assess against goals
- Analyzed consumer behavior and adjusted email and advertising campaigns accordingly
1876 EnergyMarketing Manager
Sep. 2018 - Sep. 2019Responsibilities:
- Developing a marketing plan to bring the company up to speed with the market demand
- Developing a pricing strategy that maximizes profits and market share but considers customer satisfaction
- Identifying new customers and geographical areas to grow the business
- Supporting sales and lead generation efforts
- Optimizing sales scripts and processes to ensure higher conversion rates
- Creating promotions with advertising managers
- Understanding and developing budgets, including expenditures, research and development appropriations, return-on-investment and profit-loss projections
- Compiling lists describing our organization's offerings
- Developing and managing online and offline advertising campaigns
- Building brand awareness and positioning
- Evaluating and maintaining a marketing strategy
- Directing, planning, and coordinating marketing efforts
- Communicating the marketing plan
- Developing each marketing campaign from start to finish
- Researching demand for the organization's products and services across the US
- Evaluating competitors
- Handling social media, public relation efforts, and content marketing
SIP3Marketing Manager
Feb. 2018 - Sep. 2020Responsibilities: - Perform marketing research and competitive analysis
- Establish positioning, identify target audiences, and develop a marketing plan with specific objectives across different channels and segments
- Lead the execution of marketing programs from start to finish
- Analyze customer insights, consumer trends, market analysis, and marketing best practices to build successful strategies
- Create, maintain, and conduct analytics reporting across multiple platforms
- Extract key insights for future campaign development and go-to-market strategies
- Design website and SIP3 UI mockups
- Produce website and blog collateral
- Design and perform email and social media campaigns
MavenirProduct Growth Hacker
Dec. 2017 - Feb. 2023Austin, Texas AreaResponsibilities: - Identifying and focusing on key performance indicators (KPIs) to drive growth;
- Bringing traditional and creative ideas on how to grow those KPIs.
- Conducting A/B testing and analyzing data to optimize performance
- Analyzing the data and users’ feedback using various product and company websites tracking platforms
- Collaborating with product, marketing, sales, and management teams to deliver a customer-focused product
- Designing and implementing an SEO strategy
- Writing technical documentation and collateral for Restcomm Cloud
- Managing CI/CD process of the product documentation
- Driving traffic to company websites, landing pages, social media, and documentation pages
- Understanding conversion rate optimization (CRO) principles
- Prioritizing growth channels
- Optimizing channels to improve performance and scaling and automating growth processes
- Scaling and Automating the growth processes
- Communicating with Sales and finding out what the perspective customers' upcoming needs are
- Constantly refining the product roadmap to ensure deliverability of requested features and meeting customer expectations
- Testing the product UI to ensure new features are working properly before release
TeleStaxTechnical Marketing Manager
Sep. 2016 - Dec. 2017Austin, Texas AreaResponsibilities: - Performing market research and competitive analysis
- Building and managing Demand Generation programs and associated services along with the CMO
- Building and managing Demand Generation programs using HubSpot and Salesforce. Ensure Hubspot workflows appropriately log into SalesForce.com.
- Programming and managing SalesForce.com.
- Managing tradeshow participation and assisting with organizing Restcomm developer conferences
- Supporting programming and management for Telestax, Restcomm, Restcomm Labs, and partner portal websites
- Creating collateral for websites, blog, and tutorial pages
- Helping to build SaasMax channel partner deliverables
- Building channel partner deliverables
- Working with various teams (design, content, product, sales) to implement strategies
- Testing marketing product features, releases, and copy
- Evaluating projects using relevant KPIs and feedback from existing and prospective customers
TeleStaxCustomer Care Specialist
Aug. 2013 - Sep. 2016Austin, Texas AreaResponsibilities: - Providing communication soware development, documentation, quality engineering, support and consulting services for Telestax and its customers via the company's support portal
- Developing and administering performance metrics for customer care services
- Coordinating with various departments and customer and resolve all technical and operation issues
- Integrating the support portal platform with the company's sales and marketing automation platforms
- Providing support to customer care applications and ensure satisfaction for same
- Analyzing customer care feedback and recommend improvements in customer care services
- Designing and performing customer care training sessions
AIESECIncoming GIP
Apr. 2013 - Feb. 2023
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