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Work Background
Terraboost MediaDirector of Marketing
Mar. 2023
CorexpandHead Of Marketing
Mar. 2021 - Dec. 2022B2B SaaS company that delivers e-commerce tools for SMB markets in business and higher education. • Created strategy, built plan, and executed multi-channel campaign that accelerated new customer revenue in a previously under-performing target market.
• Built and executed marketing roadmap including brand strategy, content strategy, product marketing, demand generation, communications, web, and search.
• Built marketing operations from scratch and implemented marketing tech stack, including Hubspot, Google Suite, and WordPress website.
• Created end-to-end sales and marketing funnel integration from website to Hubspot to Salesforce to improve prospect data, funnel tracking, lead nurturing, and lead conversion.
• Developed demand generation content strategy mapped to the customer journey for multiple buyer personas, which improved conversion at each step in the sales and marketing funnel.
• Increased top-of-funnel leads by 611% 2022 over 2021 and 282% 2021 over 2020 and MQLs by 479% first half of 2022 over 2021.
• Ran multi-touch ABM programs.
• Conducted primary market research to gain insights into buyer personas and used findings to inform product improvements and content marketing strategies.
• Managed external team resources for web design, SEO, and web analytics.
FreelanceSales and Marketing Consultant
Jan. 2020 - Mar. 2021• Delivered marketing strategy, content strategy, website design, SEO, digital marketing, social media marketing, email marketing, and graphic design to B2B clients and nonprofits.
• Established online merchandising strategy for client, resulting in a new revenue stream and consistent brand presentation.
RocketDocsDirector of Marketing
Apr. 2018 - Dec. 2019Frederick, MDB2B SaaS startup that builds proposal automation and sales enablement tools for organizations with complex or highly regulated proposal response needs. • Led marketing and communications in the successful repositioning of the company from a point solution in proposal automation to a global leader in RFP and proposal response solutions.
• Developed persona-specific sales enablement tools for each stage in the sales funnel.
• Defined defensive go-to-market strategy to leverage existing strengths against technologically superior competitors.
• Successfully launched company re-brand in four months, on time and within budget.
• Repackaged a professional services solution that resulted in an immediate pipeline of revenue-generating projects and a 450% increase in SaaS licenses with existing customers.
DrFirstDirector of Marketing Communications
May. 2016 - Mar. 2018Rockville, Maryland• Led strategy and execution for all public-facing content. • Managed a team of writers, digital marketers, event marketers, graphic designers, and public relations professionals to support 5 distinct sales channels that included healthcare providers, hospitals, healthcare software companies, payers, and pharmaceutical companies.
• Planned, organized, and launched the company's first channel partner conference.
• Key contributor to the company's Opioid Task Force, positioning DrFirst as a leader in the fight against opioid overprescribing. Created the first industry report on controlled substance e-prescribing.
• Built extensible brand strategy for new healthcare analytics offering.
• Led strategy, messaging, and execution for conferences and events, from regional tabletop conferences to large health IT events, including HIMSS and MUSE.
DrFirstMarketing Communications Manager, Team Lead (Previous role: Marketing Communications Manager)
May. 2012 - May. 2016Rockville, Maryland• Managed a team of three in driving lead generation for three sales channels: EHR partners, hospitals, and physician practices. • Planned, built, and launched webinars, email campaigns, and other lead generation campaigns. • Ran digital and content marketing programs. • Lead generation and sales enablement tool development for the enterprise sales group, marketing SaaS healthcare IT to the hospital market. • Held a key role in website rebuild and rewrite. • Launched the company’s first industry report on controlled substance e-prescribing.
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