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Work Background
Wiser Solutions, Inc.VP Marketing & Global Growth
Feb. 2024I lead Wiser’s global go-to-market strategy across product marketing, demand generation, sales engineering, GTM ops, and partnerships, supporting a multi-product SaaS portfolio used by top global brands and retailers. My mandate is to drive revenue growth, align our teams behind a unified commercial strategy, and position Wiser as the go-to partner for online and in-store retail intelligence. In my current role, I've: - Built scalable programs across the funnel, including ABM strategy, ICP development, and solution-based content frameworks to support pipeline growth across FMCG, durables, and retail verticals - Partnered closely with product to shape launch strategy, drive adoption of new capabilities (e.g., image recognition in retail), and ensure go-to-market success across segments - Built internal enablement infrastructure, including sales playbooks, pitch frameworks, objection handling, and narrative training to support high-velocity selling - Improved marketing performance by restructuring team responsibilities, rebuilding paid media strategy, and consolidating tools and reporting to focus on ROI and efficiency Some key results: - Doubled the customer growth pipeline YoY and increased closed-won inbound deals by 40% - Improved email CTRs by 300%+, scaled multi-channel campaigns across PPC, SEO, and social - Spearheaded Wiser’s corporate re-positioning, developing new messaging, sales training, and a content suite to align the GTM team around our unique POV I also authored and published whitepapers including: - A pricing deep dive comparing online vs in-store pricing for consumer electronics - A strategic guide helping CPG brands operationalize the Perfect Store framework - A new flagship report: “From Browsing to Buying: How to Win More Shoppers at the Decision Point,” which anchors Wiser’s updated market positioning
Wiser Solutions, Inc.Head of Global GTM Strategy (Mktg, Sales, RevOps, SE, PMM)
Jun. 2021- I have led go to market (25 person sales, demand, growth team) during ten acquisitions across regions and launched Europe remotely, now a large share of company headcount. - Ran "diagnostic selling" programs based on Jeff Thull’s methodology and embed them into CRM stages for new business and expansion. - Improved MQL to SQL by 118% and SQL to closed won by 36% in one year. - Sourced 75% of pipeline from unpaid channels. Reduced total marketing spend by more than 50% while maintaining growth. - Built ABM and persona programs for enterprise and mid market. Introduced vertical messaging and in market signals to lift lead quality and velocity. - Ran a 3 site website migration from WordPress to HubSpot in five months to reduce dev dependency and raise velocity. - Launched SEO program that increased top 3 Google rankings by more than 25% in year one. - Created customer growth motion for upsell and cross sell. Tripled current customer pipeline in 18 months. - Partner with CS, Engineering, Product, and Data to deliver a unified GTM across regions. - Built AI-assisted GTM workflows and implemented a GTM Engineering function in the last year. Used ChatGPT Teams, Claude, and n8n, among others, to automate report creation, content, translations, enrichment, and CRM enrollment. - Spearheaded Wiser’s corporate re-positioning, developing new messaging, sales training, and a content suite to align the GTM team around our unique POV. - I'm a true player-coach and believe in delivering alongside my team.
Wiser Solutions, Inc.VP GTM Strategy
Jun. 2021 - Feb. 2024
Wiser Solutions, Inc.Senior Director Enablement & Marketing
Apr. 2018 - Jun. 2021Created and scaled Wiser’s first formal enablement function, building alignment across product, marketing, and sales to improve rep performance, reduce ramp time, and support more strategic customer conversations. Partnered with executive leadership to build core processes that supported growth across multiple industries and product lines. Highlights: - Built Wiser’s first enablement playbooks, talk tracks, and tools tailored to key verticals including CPG, durables, and retail - Drove the development of competitive positioning and pricing strategy, using frontline sales feedback to influence GTM decisions - Collaborated with product and marketing teams to refine solution messaging and segmentation frameworks that improved deal velocity and win rates - Supported the rollout of new product features and capabilities by developing launch enablement programs and field activation resources - Formalized onboarding and training programs to accelerate rep readiness and sales consistency
Wiser Solutions, Inc.Senior Director Enablement & Product Marketing
Apr. 2018 - Jun. 2021Created and scaled Wiser’s first formal enablement function, building alignment across product, marketing, and sales to improve rep performance, reduce ramp time, and support more strategic customer conversations. Partnered with executive leadership to build core processes that supported growth across multiple industries and product lines. Highlights: - Built Wiser’s first enablement playbooks, talk tracks, and tools tailored to key verticals including CPG, durables, and retail - Drove the development of competitive positioning and pricing strategy, using frontline sales feedback to influence GTM decisions - Collaborated with product and marketing teams to refine solution messaging and segmentation frameworks that improved deal velocity and win rates - Supported the rollout of new product features and capabilities by developing launch enablement programs and field activation resources - Formalized onboarding and training programs to accelerate rep readiness and sales consistency
Evidon, IncSenior Director Product Strategy / Product Marketing (Evidon, acquired by Crownpeak July 2017)
Nov. 2016 - Mar. 2018Greater New York City AreaLed product strategy through Evidon’s transformation from privacy advocacy to an enterprise SaaS provider in the Digital GRC space. Initially brought on to launch a professional services practice focused on third-party audits and real-user data, then promoted to lead product, GTM, and enablement across the company. Played a central role in Evidon’s growth and market repositioning prior to acquisition by Crownpeak in 2017. Key Accomplishments: - Launched Active Monitoring and the first GDPR/ePrivacy Universal Consent Platform, establishing product and regulatory benchmarks still referenced in the market - Owned product roadmap, positioning, and go-to-market execution; collaborated directly with enterprise clients including Dell, Mayo Clinic, Target, and IHG through Evidon’s Design Partner Program - Led privacy and performance audits of third-party tags and vendors, advising Fortune 500 clients on data leakage, site speed, and compliance risk - Represented Evidon in analyst briefings and industry education efforts, helping define the Digital GRC category
Evidon from CrownpeakDirector of Professional Services
May. 2015 - Nov. 2016New York, NYBuilt and led the company’s first professional services function, delivering strategic value to enterprise clients through technical audits, vendor governance, and real-user data insights. Functioned as a hybrid of web analyst, business consultant, and strategic advisor, bridging adtech, martech, and eCommerce. Key Contributions: - Developed methodologies for auditing 3rd-party tags, identifying performance issues and audience data leakage risks across global brand websites - Advised clients on vendor evaluation, cost-benefit analysis, and tagging governance to improve site performance and compliance posture - Supported sales and customer success teams by translating complex technical findings into clear business value and risk narratives - Pioneered best practices at the intersection of eCommerce, adtech, and digital compliance, laying the foundation for the company’s eventual pivot to enterprise Digital GRC solutions
Evidon from CrownpeakEnterprise Sales Executive
Jul. 2012 - May. 2015Sales leader for Ghostery’s Marketing Cloud Management SaaS platform, developing and securing new business contracts with key targets for Fortune 100 accounts. Strong involvement with product and marketing to help develop and deliver proper platform messaging and implementation to ensure customer satisfaction.
MFP Investors, LLCTrader
Mar. 2010 - Jul. 2012Executed equity, fixed income, and foreign currency trades for a long-short portfolio actively-managed by value investor Michael Price. Developed relationships with institutional and electronic brokers to facilitate liquidity sourcing, tracked portfolio updates, and analyzed market intelligence.
Morgan StanleyRegistered Client Service Associate
Dec. 2008 - Mar. 2010Provided sales, analytical, and administrative support for senior financial advisory group. Registered Series 7 and Series 66.
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