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Work Background
IntegrateRevenue Marketing Leader
Jun. 2023Seattle, Washington, United States -Enterprise SaaS; create revenue marketing plan for enterprise SaaS martech product, layering in ABM strategy across integrated campaigns. Goal to influence 50%+ of pipeline from marketing program spend. -Transactional SaaS; take existing SaaS product and create plan where revenue marketing team is responsible for taking a percentage of prospects from interest to purchase. Revenue Marketing responsible for sourcing 50%+ of pipeline. -Scale Revenue Marketing Team; build on the current Revenue Marketing Team, resulting in one team responsible for enterprise SaaS and the other for transactional SaaS business. -Customer Marketing; introduce of programmatic customer marketing, focused on cross-sell/upsell motion by creating nurture streams, new content (case studies, testimonials), leveraging third party review sites and analyst programs. -Marketing ROI; create revenue marketing programs and a framework that allow business to better predict the return on marketing investments
VantaHead of Demand Generation
Apr. 2022 - Apr. 2023Seattle, Washington, United States-Own demand gen strategy including new business acquisition and expansion across a product portfolio -Grow aggressive pipeline goals through comprehensive, omni-channel programs
-Build and lead a team experienced in all facets of demand gen including paid advertising, cross-sell/expansion, operations and analytics, etc
-Determine the appropriate mix of channel and budget spend by funnel stage for ICP -Forecast, measure, analyze, and report on how demand gen programs drive sales pipeline, revenue, and speed deal cycle duration
-Assess and implement optimization at each stage of the funnel to improve conversions -Work closely with Sales and Ops to define segmentation, lead flows, SLAs, and more
-Work with Product Marketing to define go-to-market strategies and campaigns across key buyer personas
Peak CommunityMember
Feb. 2022Seattle, Washington, United StatesPeak Community is an invite-only private community of the best marketers and marketing leaders to connect, learn and get 1% better each week.
PiplSenior Director Of Marketing
Nov. 2020 - Apr. 2022Seattle, Washington, United States-Create SaaS Scale- Create and own demand generation plan for scaling out SaaS portion of business, including success metrics, budget allocation, hiring, and all GTM marketing activities. -Marketing Planning- Work with Finance Team and Stakeholders develop sales and marketing operational plan, including resource planning and defining segments. Focused on creating success metrics to define and determine what success looks like. -Demand Generation - Hit pipeline number by hiring team, creating programs, managing outside agencies, and working cross functionally with sales and product teams. -Digital Inbound Marketing- Responsible for SEM, PPC, and paid social. Focused on building metrics driven digital plan with focus on top of funnel conversion. -ABM- Work with Sales and the rest of the Marketing Team to develop overall strategy and coordination of plays. Leverage current stack and introduce new ABM technologies or techniques as needed. -SEO- Create both long and short term SEO plan based on current and future product direction. Work with Content Team to produce content optimized for search results. -Sales & Marketing Alignment- Work with Sales Leaders to develop alignment around goals, communication, and sales enablement. -Technologies & Applications: Terminus, Hubspot, Google Analytics, Google Ads, Facebook advertising, LinkedIn advertising, PipeDrive, MOZ, VWO, Lucky Orange.
Quest SoftwareDirector, SaaS Sales & Marketing
Jan. 2018 - Nov. 2020Greater Seattle Area-Hire and manage new SaaS Sales and Marketing Team- Grew business from 0 to 100+ customers -Sales- Own number for new SaaS product, create compensation plans, motivate new team -Brand- Build brand awareness and share of voice plan for target personas, focusing prospects and customers on a new way to manage their databases. -Demand Generation - Hit pipeline number by building out marketing resources, managing outside agencies, and working with product marketing teams. -Sales & Marketing Technology- Stand up sales and marketing technology stack that will support a new go-to-market structure. -Digital Inbound Marketing- Manage internal resources and outside vendor responsible for SEM, PPC, and paid social. Focused on building metrics driven digital plan with focus on top of funnel conversion. -Customer Success Management- Define success criteria for customer success, including churn rate goals, design workflow, and select CSM vendor. -ABM- Leverage prior history building out ABM programs to help build infrastructure, campaigns, and content plans for ABM program. -Create start-up environment within a larger company, focus on moving at the pace of SaaS business -Work cross functionally with leaders throughout the organization, create team atmosphere where sharing best practices and learning is the norm -Build a team that loves to come to work, collaborate and take on B2B challenges -Technologies: Terminus, Hubspot, Salesforce, Demandbase, Google Analytics, Microsoft PowerBI, Avalara, Eloqua, and Insidesales.com
ExtraHop NetworksDirector- Demand Generation, Field & Partner Marketing
Apr. 2015 - Jan. 2018Greater Seattle Area-Demand Generation- Own pipeline number and responsible for building and executing on plan leveraging ABM campaigns, digital marketing, events and field marketing. -ABM- Drive account based marketing initiative through organization, including Executive buy-in, technology stack purchase and development, campaign design and implementation. -Marketing Operations- Manage marketing operations team who oversees all marketing systems and processes, including lead automation platform (Eloqua), ABM technology stack (Terminus, Engagio), SFDC integration and other marketing technologies. Goal is to partner with sales and marketing teammates to scale marketing operations in order to meet aggressive pipeline goals. -Digital marketing- Manage internal resources and outside vendor responsible for SEM, PPC, and paid social. Focused on building metrics driven digital plan with focus on top of funnel conversion. -International Marketing- Hire and manage EMEA and APAC marketing teams, develop GTM plans that meet the unique requirements of international territories. -Trade shows- Manage team responsible for planning and executing events that deliver new pipeline, expand brand awareness, offer current customer engagement, and leverage PR opportunities. -Field Marketing- Build and manage Team of Field Marketers responsible for creating and executing on field plans that deliver high value opportunities and accelerate existing pipeline. -Channel Marketing- Work with partners to deliver incremental revenue via integrated campaigns, promotions, content, and events. -Create environment where Sales and Marketing are aligned and invested in each others success. -Enjoy building teams who love to come to work, collaborate and take on marketing B2B challenges
AttachmateDirector, US Channel Sales
Jun. 2010 - Jun. 2011Seattle• North American Channel; manage Team responsible combining Attachmate and WRQ channel to meet yearly revenue targets. Management responsibilities included fiscal year budgeting, channel marketing plan, developing government reseller g.t.m., managing Distributors, VAR and S.I. recruitment and retention, partner training and rebate incentives. • Small and Medium Business; manage quota carrying Team responsible for generating revenue from small and medium sized customers. • Channel Operations; responsible for streamlining channel program as company merged two separate channel organizations. Developed deal registration program, opportunity sharing tool with partners and new programs to reduce cost of doing business with channel.
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