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Work Background
EdTech Startups, Full Service Marketing Agency, Home Improvement CompanyHead of Marketing - Client Consultant
Sep. 2022RemoteEdTech Start-up 9/2022 - Present
Consult as Head of Marketing for an EdTech SaaS and Professional Learning solution that was created as a more effective approach to help underserved middle school, high school and community college students understand math and improve their academic outcomes. Build company's full marketing stack platform through marketing strategy, brand platform, target audience definition, personas and all product management and product marketing functions. Execution across all channels and mediums, including: Paid Media, Organic Social, PR, SEO, Influencers, Email Campaigns, Content Marketing, Events, etc. Home Improvement Company 3/2024-present
Review client's top-of-funnel to bottom-of-funnel conversion for customer journey. Research and present various Customer Relationship Management software solutions to company to determine best fit for both CRM and Marketing needs. Implement solution, define and build customer journeys in CRM, build drip marketing campaigns, outline A/B testing and build templates for execution. Work with leadership team on building 2025 marketing strategy and expanding outside of core business. EdTech Start-up 6/2023-3/2024
Consult as Director of Product Marketing to build and oversee the product marketing of a client's product portfolio. Define product positioning within the competitive market, establish product messaging, create marketing content and communicate product's value to both internal teams and potential customers. Full Service Marketing Agency 8/2022-2/2023
Act as Account Director for client in healthcare and food allergy care as they expand outside of their core market. Responsible for building and maintaining client relationship, strategic planning for both existing and new markets, execute on strategic plan in market and measure performance of individual campaigns and overall company growth within client's budget.
Masterpiece Vice President of Marketing
Apr. 2021 - Sep. 2022Denver, Colorado, United StatesDefined and executed Masterpiece’s evolving market strategy to encompass a new B2B2C market while supporting the current B2B model. As a member of the leadership team prepared for series funding and/or sale of company.
Marketing strategy evolved to include updated brand platform to incorporate B2B2C market:
-Updated brand platform to include new target markets and updated positioning as well as new customer profiles, buyer personas and message map..
-Built and executed B2B2C marketing and media strategy to reach both B2B and B2B2C prospects.
-Developed collateral and strategy to support additional revenue streams of API and business development partnerships.
-Prepare marketing documents and forecasts for funding or sale of company.
Masterpiece Senior Director - Brand & Marketing Strategy
Apr. 2020 - Apr. 2021Denver, Colorado, United StatesBuild Masterpiece’s marketing department from the ground up including:
-Development of marketing strategy, including brand strategy, customer segment definition, brand alignment in market and execution of marketing and media strategy.
-Define Total Available Market (TAM), Serviceable Available Market (SAM) and Obtainable Market (OM) to project forecasts.
-Develop brand platform, target audiences within B2B market and message map for each customer segment.
-Define customer profiles and personas for GTM execution.
-Identify key competitors and defined competitive quadrant including Masterpiece’s current position and targeted position.
-Executed marketing and media plans through five key stages: additional revenue streams, retention, brand awareness, lead generation, marketing touchpoints throughout stages of the sales funnel.
-Identified social strategy for core business, lead generation and engagement. -Mapped Pipedrive CRM to support market strategy, customer segments and media execution.
Freelance, self-employedMarketing Consultant for Various Organizations
Jan. 2018 - Dec. 2020Greater Denver AreaWorking with clients on go-to-market strategies, brand management, and optimization of marketing initiatives including communications, branding, public relations, digital media and marketing strategy, product marketing, market research management, and content strategy. With a background in marketing strategy, brand management & consulting, product management, and overseeing creative, media, and social teams, I have a strong skillset in the entire marketing umbrella. Work with Universities launching online higher ed programs across Bachelor's and Master's degrees, certificates and all realms of adult learners. Collaborate with multiple clients in EdTech, Telecom and Mass Media industries to develop marketing, brand and product launch strategies (both in new product launches and legacy products), design and optimize tactics, communications, branding, digital media, on-site content, market research management, and website design and content.
PearsonDirector of Marketing - Higher Ed Global Services
Jul. 2015 - Mar. 2018Greater Denver AreaLead all marketing activities to launch and build our global OPM and TNE university partnerships in both established and emerging international markets, including the UK, India, UAE/Dubai, China, and South Africa. -Established best practices for creating university’s value proposition and positioning in the market, defining target markets and audiences, and creating awareness for partner’s programs including: King’s College London, Cornell’s Executive Management Program (CEMP), Cornell’s Pathways Program, Babson College, and edX
-Identified key agencies and established marketing process across multiple geographies to support the development of web assets, media plans, market strategy, and social engagements for program and partner launches -Created and monitored Key Performance Indicators (KPIs) for each program and partnership across lead conversions, enrollments, and media performance, utilizing Google Analytics and Salesforce
-Managed all media and vendor budgets, lead and enrollment forecasts, while monitoring and reporting on forecast to actual performance
Pearson CorporationDirector of Marketing, Enterprise Partnerships
Mar. 2012 - Jun. 2015Greater Denver Area-Responsible for all facets of client’s marketing communications, including branding, public relations, digital media and marketing strategy, white papers, market research management, and website design and content
-Hands-on management to the implementation of strategic marketing and funnel efforts that resulted to client’s student enrollment growth in excess of 300% from 2012 to 2014
-Expert management of media and vendor budgets across creative, media buy, social, and PR
-Instrumental in generating revenue growth for Pearson and clients
-Demonstration of industry expertise in defining strategy and positioning company brand, including: 1. Clients positioning in the market through ongoing strategic orientation with regard to evolving marketplace needs
2. Strengthening of branding/creative/voice across all media and offerings
3. Initiation of customer/market analysis in support of programs launched
4. Identification and utilization of new media channels and markets
-Effectual support to client in implementing various initiatives, such as: 1. Utilization of various social media platforms, including Facebook, Twitter, and LinkedIn
2. Execution of advertisements which included online and print ads 3. Institution of strategy across brand platform, campaign positioning, creative design, budget,and client management 4. Close monitoring of key performance indicators (KPIs) across lead generation (RFIs), lead to student enrollments, and click-to-conversion across all media channels
-Oversight of key efforts for the market research of program launches; facilitation of community engagement; development of content marketing based on market requirements; institution of external communications and share of voice; and assistance to client with collateral and other marketing materials/activities
Monigle AssociatesSenior Brand Strategist
Jan. 2011 - Mar. 2012Greater Denver AreaEfficiency in assuming lead consultant functions for client branding engagements that involved development of product and corporate positioning, brand platform, messaging, brand architecture and brand ambassador programs for healthcare, telecom, real estate, and financial clients.
SALT BrandingBrand Consultant
Jan. 2008 - Dec. 2010San Francisco Bay AreaMicrosoft Account:
-Collaboration with Brand, Product, Legal, Design and Creative teams in guaranteeing utilization of brand and voice across products
-Efficiency in ensuring alignment of all pieces with corporate and product brand strategies by conducting brand reviews for marketing assets worldwide
-Strategic leadership and guidance to a team and management of all client communication across all brands, as well as monthly, quarterly, and annual reports to client
-Key strategist in developing and executing launches for worldwide brand strategy changes, including corporate brand, server brands, Visual Studio and Bing in collaboration with Microsoft Brand Team DexOne Account:
-Integral role in multiple initiatives across brand strategy launch, which included new visual identity, new company name, all tradeshow and collateral material, online brand center, and internal launch during emersion from Chapter 11
-Expert oversight to various complex projects with brand and marketing agencies across all avenues of new brand identity
-Preparation of requirements for marketing assets in line with new brand identity
-Hands-on management to the first Dex One retail store launch, which involved logo, technology vision, budget, and in-store customer experience as the project lead
CiscoProduct Marketing Manager/Product Manager
Nov. 2004 - Feb. 2007San Francisco Bay Area-Tactical supervision to the entire product lifecycle, spanning product requirements documents, customer requirement gathering, training documents, and presentations to sales force
-Coordination with MarCom, Development and Quality Assurance teams in developing design for security products that exceeded customer requirements and competitor products
-Constant communication with Customer Advisory Board (CAB) on product reputation in the market, product features, while facilitating presentation at semi-annual CAB meetings
-Effectual assistance to key customers in press releases, product road shows, and marketing collateral
-Development and implementation of go-to-market strategies, including segmenting, targeting, and positioning (STP) in support of product launches in the market as well as placement in the coveted upper right quadrant of Gartner’s Magic Quadrant
Oracle CorporationProduct Manager/Senior Product Analyst
Nov. 2001 - Nov. 2004San Francisco Bay Area-Tactical oversight of the entire product life cycle, including developing project plans and product strategies as well as product requirement documents, formulating and implementing rollout strategies, and delivering products to customers
-Collaboration with MarCom, Brand, and Sales teams to regularly review both product and brand strategies in the market
-Pivotal role in the rollout of releases to both Beta Customers and CAB members, as well as subsequent bug releases prior to broader product release
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