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Work Background
CORE Vice President, Marketing
Mar. 2021 - Jun. 2024About CORE: A trusted SaaS payment provider to more than 1,600+ customers, offering compliant payments and engagement solutions. As a strategic marketing leader, I develop and own the marketing roadmap, overseeing all planning, budgeting, and execution phases. I lead comprehensive marketing activities, from social media to digital campaigns, to drive consistent lead and demand generation. My responsibilities include managing the departmental budget and enhancing sales enablement by effectively communicating value propositions and solutions across multiple channels. Additionally, I create and maintain a competitive matrix and knowledge base. I am dedicated to developing strong, consistent brand messaging across email campaigns, web/digital channels, promotional materials, and events, leveraging market analysis to identify growth opportunities and challenges. By monitoring competitors for new products, features, pricing, and acquisitions, I ensure our strategies remain competitive. My efforts culminate in comprehensive reports that clearly display our marketing results.
TiledDirector, Product Marketing
Feb. 2020 - Mar. 2021About Tiled: A microapp platform empowering brands to build, share, and measure interactive content to drive engagement and deliver insight. I leveraged data and metrics to enhance marketing strategies, go-to-market launch management, and customer engagement. By driving direction and alignment with cross-functional teams, I optimized digital marketing, merchandising, social media, and promotions. My expertise in customer and competitive research influenced product strategy and effective messaging through targeted market segmentation. I developed and owned cross-organizational GTM processes, ensuring successful product launches and lead generation through comprehensive content development, SEO/PPC strategies, and partner enablement. I defined and executed audience-specific enablement strategies, conducted ROI/TCO analysis, and gathered competitive intelligence to develop differentiation. Additionally, I implemented analyst engagement strategies, supported industry briefings, and spearheaded strategic marketing campaigns. Regularly meeting with account managers, I reviewed pipelines, resolved challenges, and provided ongoing training to drive business opportunities.
InstructureSenior Manager, Customer Marketing
Dec. 2018 - Jan. 2020• Deliver omnichannel experiences based on growth-driven messaging ensuring retention and adoption
• Developing personalized journeys of the customer lifecycle to deepen the relationship with platform offerings, addressing existing customer needs and anticipating future expansion opportunities
• Foster and curate customer stories that evangelize the value-driven benefits across platforms • Understand and develop always-on, triggered, and burst campaigns with a focus on the merits of each tactic and how they work together.
• Establish growth mindset drive new ways of thinking to personalize the customer experience through test and learn models.
• Partner and collaborate with internal and external teams to monitor the health of the customer ecosystem, and elevate experiences through each step of the customer journey.
InstructureSenior Manager, Product Marketing
Dec. 2017 - Feb. 2020Greater Salt Lake City AreaAbout Instructure: A leading learning management system and education technology company with a mission to elevate participant success, amplify the power of teaching, and inspire everyone to learn together. Acquired by Thomas Bravo in 2020. Responsible for being the expert on Bridge buyers: how/why they buy and their buying criteria. Develop product positioning and messaging that differentiates Bridge in the market. Enabling the Sales, Marketing and Customer Success teams on buying centers, market dynamics, and new products and features, includes:
* Crafting a compelling narrative to the corporate/enterprise market supported by data-tested messaging. * Map out the buyer’s journey and triggers for various segments and buying centers.
* Act as an evangelist for the Bridge suite of solutions throughout the organization and beyond.
WorkfrontSenior Manager, Product Marketing
Oct. 2015 - Dec. 2017Lehi, UTAHResponsible for driving product marketing for digital asset management solution and achieving product, economic, and market leadership goals. Ensure the development of the product go-to-market strategy (including launches) and managing the execution of the product marketing plan in collaboration with the marketing, sales, and customer experience teams. Drive strategy for pricing, packaging, and product positioning, including product messaging and guide product demo development, enabling the business with market and competitive intelligence for product line. Managed an Agile marketing team tasked with product marketing, enablement, demand generation, competitive intelligence, content curation and promotion. * Develop the product go-to-market plans and lead the execution to achieve business goals
* In-house and external expert on product and the product market, helping define the market size, competitive landscape
* Work closely with product management, solutions marketing, demand gen, PR, sales, and customer success teams to increase market awareness, understanding, and presence to build pipeline and revenue
* Develop product packaging and pricing in support of product business strategy
* Conduct gap analysis on competitor offerings
* Develop insight and understanding of the buyer personas and buying process to inform product plans
* Collaborate with pre-sales engineering team to develop world-class product demos
* Developing sales tools including product-oriented white papers, presentations, collateral, competitive analyses for external use with customers
Dell EMCMarketing Manager, Product & Partner
Sep. 2012 - Oct. 2015• Develop product positioning, messaging and value proposition to differentiate SMB product lines and channels in the marketplace for cloud backup. • Oversee the development, delivery and execution of global channel marketing programs and components, including events, branding campaigns, promotions web sites (in multiple languages), sales briefs, marketing collateral, data sheets, playbooks, web media, win stories, newsletters, market intelligence, sales presentations, partner presentations and customer facing presentations. • Plan and implement marketing launches of new products and releases, cross-functionally.
• Administer Eloqua to deliver marketing automation and demand generation programs to inform customers, nurture prospects, and deliver leads to sales by developing contact data quality enrichment and nurturing programs to improve segmentation. Analyze lead delivery results, measure success, and review the lead generation process to optimize marketing and sales alignment and improving marketing operations efficiency and driving improved tactical email marketing solutions.
• As the global channel marketing manager (for Mozy by EMC) for Reseller & OEM Channels, I produced and developed channels strategies geared to increasing channel revenue. This included identifying and developing marketing and sales collateral to better enable sales. Additionally, I also produced marketing materials to help support and grow existing channel partners. I also managed the competitive channel information, creating channel training collateral, developed new channel services, defined and implemented strategic channel advertising and promotions, supported customer relations development.
BidsyncProduct & Marketing Manager
Mar. 2009 - Sep. 2012American Fork, UTI created pilot marketing initiatives for products, developing sales collateral, including sales kits, corporate videos, and the design and implementation of desktop and mobile websites, encompassing both copy and art direction. I supported marketing requests from Regional Sales Directors. As a product manager of a SaaS-deployed software managing three product lines, I created requirements and implemented the design and deployment of two products, while re-designing product features and functionalities during a major re-factor initiative for the third product line. I was frequently sought out by peers and the executive management team as a key Subject Matter Expert (SME). I formulated two go-to-market initiatives, served as the point person for product release communications and strategy, presented strategic information to upper management, and identified key partnership initiatives. Utilizing Agile development methodology, I prioritized development projects for system and program enhancements, ensuring product readiness, pricing, sales readiness, and go-to-market execution. I also developed RFP responses, handled ad-hoc questions, and created use case scenarios to better support Regional Sales Directors in closing targeted accounts.
FORTHGEAR, INCMarketing Manager
May. 2006 - May. 2007I categorized and formulated marketing plans, project contracts, and budgets for a diverse client base, adeptly managing a creative team to complete projects within projected budgets. As the primary point-of-contact, I utilized proven marketing strategies to ensure project completion from inception to finish. I generated all company press releases and acted as the media contact for in-house and client publicity initiatives. I art-directed and produced all external customer materials, including marketing collaterals, websites, press releases, mobile marketing initiatives, radio and television advertisements, DVDs, and CD ROMs. I presented ideas, marketing plans, and new public relations avenues to clients, including conceptual ideas based on storyboards and brainstorming outlines.
CignaProvider Relations Analyst/Corporate Trainer
Feb. 2005 - Apr. 2006Boise, Idaho AreaI developed presentations and educational materials for various educational and public outreach events supporting Medicare program training and reimbursement. I presented these materials to groups of vendors, fielded questions, and ensured that the information was understood by the vendor community, facilitating discussions to achieve program goals. With expertise in presenting to audiences ranging from 25 to over 200 people, I gathered and formulated information in a manner conducive to the entire audience. I art-directed and produced all external customer materials, including marketing collateral and program workbooks. Utilizing my public speaking and presentation skills, I conducted workshops, seminars, training sessions, and webinars. Additionally, I provided periodic training for co-workers and new hires, and communicated timely and accurately on relevant issues to internal business partners.
Colliers-InternationalPublic Relations & Listing Coordinator
Sep. 2003 - Feb. 2005Boise, Idaho AreaI coordinated project budgets and contracts, along with work bids and public relations initiatives. As the media contact for in-house and client publicity initiatives, I generated all company press releases. I maintained and promoted brand recognition and management, focusing on positive public and client relations. With strong multi-tasking skills, I adeptly accommodated changing logistics. I was experienced in preparing and coordinating Open Houses, trade shows, and numerous in-house events.
Idaho Transportation DepartmentLogistical Coordinator
Jan. 2003 - Sep. 2003• Ability to clearly and accurately articulate information geared towards target audience, ensuring understanding and acceptance by audience. Ensured layout and production of various public relations and marketing materials to promote and maintain a professional brand image. • Highly skilled at maintaining a strong professional decorum in conflict resolution situations, while maintain approachability to promote a constructive working environment within the team.
• Ensured that all logistics were arranged in advance of statewide events to support stakeholder events.
• Created pre and post event reports that consolidated data to provide a comprehensive understanding of concerns presented by stakeholders. These reports also provided insight into future events targeted to address concerns identified at outreach events.
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