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Work Background
VaricentSenior Director Product Marketing
Aug. 2024Los Angeles, California, United States
Five to FlowHead of Global Product Marketing
Dec. 2019 - Aug. 2024Los Angeles, California, United StatesObjectives: Build and manage a global PMM team responsible for creating the positioning, messaging, and go-to-market strategy for a proprietary cloud diagnostic that measures business performance across five core elements. My team has played an influential role in generating over 120% ARR growth in three years. Key Results: -Built core messaging taxonomy for Five to Flow's portfolio of products and solutions, including brand messaging, features, benefits, value propositions, customer outcomes, and product outcomes.
-Collaborated with demand generation and performance marketing by providing content downstream for lead magnet campaigns and paid search that increased website visits by 120% after one year.
-Led cross-functional teams and agency partners, ensuring a coherent brand message and strategy alignment across all organizational touchpoints that increased marketing qualified leads and sales qualified leads by over 50% in three years.
-Collaborated with corporate communications by providing relevant messaging for securing coverage in top-tier industry publications, improving Five to Flow's reputation and establishing industry thought leadership that generated millions of views and stories in the media.
Acumen SolutionsGlobal Vice President Solutions Product Marketing
Mar. 2016 - Apr. 2019San Francisco, CAObjectives: Build upon my success at Bluewolf by creating and executing the global go-to-market strategy for a portfolio of Salesforce solutions, enable the global sales team with the tools to increase customer lifetime value on their accounts, and establish product marketing as a thought leader and strategic advisor for driving sustainable business growth. Key Results: -Transformed the global go-to-market strategy for the Engagement Marketing solution and fueled market share gains in EMEA and Latin America.
-Collaborated with solution leads and sales leaders to build integrated go-to-market strategies that consistently generated over 35% ARR growth over three years.
-Repositioned the agency by engaging in market research and competitive analysis to refresh unique value propositions on the website, landing pages, and demand gen campaigns.
Bluewolf, an IBM CompanyGlobal Director Product Marketing
Jul. 2014 - Mar. 2016New York, NYObjectives: Build the global go-to-market strategy for Salesforce Marketing Cloud and enable the sales organization at Bluewolf and Salesforce to execute sales plays region, industry and business outcomes. Key Results: -Built the team from 0-1 and generated over $40M ARR in two years.
-Created the global GTM strategy and collaborated with Salesforce to roll out 10 different sales plays by region and industry that increased annual contract values by over 120% in two years.
-Collaborated with sales, marketing and the executive leadership as a contributor to the Annual State of Salesforce report, which was the cornerstone of Bluewolf's product marketing and content strategy.
Bluewolf, an IBM CompanySenior Product Marketing Manager
Apr. 2013 - Jul. 2014New York, New York, United StatesObjectives: Build the positioning, core messaging, and go-to-market strategy for the firm's marketing solutions, validate unique value propositions based on market research and competitive analysis, and represent Bluewolf at Dreamforce by leading product demos and keynotes. Key Results: -Built sales playbooks for Radian6 solutions by region and industry that generated over 65% growth in ARR in one year.
-Collaborated with Salesforce product management and product marketing to launch a GTM plan for the relaunch of Salesforce Marketing Cloud in 2014.
-Led a cross-functional team across sales, marketing and delivery to design and build the pricing model and go-to-market strategy for a riverside portfolio of marketing managed services.
Homegrown FoodsHead of Global Product Marketing
Oct. 2010 - Apr. 2013Hong Kong SARObjectives: Shepherd the Homegrown Foods business into emerging international markets and new categories by developing disruptive go-to-market strategies that captured market share and increased customer acquisition and retention. Key Results: -Launched Homegrown Foods Vietnam, Thailand, and Australia over three years and increased wholesale and retail ARR 3.2x YoY.
-Launched Homegrown Foods ice creams and sodas in grocery stores and e-commerce across three countries, leading to TAM expansion of approximately $65M after the first year.
-Developed all core messaging and unique selling points for the consumer goods category based on market research and customer feedback.
Homegrown FoodsDirector B2B Product Marketing
Sep. 2008 - Oct. 2010Hong Kong SARObjectives: Design, build, and execute the GTM strategy for the Homegrown Foods Wholesale business, which included restaurants, hotels, and retail stores throughout Southeast Asia. Key Results: -Collaborated with stakeholders across sales, marketing and product to build pricing models by country and tiered pricing based on volume.
-Led a team of product marketing managers to create sales plays by category and led sales enablement that improved adoption and lead conversions by over 50%.
-Increased wholesale ARR by $35M in two years.
Homegrown FoodsB2C Product Marketing Manager
Jan. 2006 - Sep. 2008Hong Kong SARObjectives: IHM Homegrown Foods was the first network of organic farms in Southeast Asia that evolved into a diversified portfolio of consumer goods brands. I was responsible for the positioning, core messaging, and go-to-market strategy for the residential produce delivery service. Key Results: -Grew the residential delivery subscriptions by 250% in two years.
-Launched a loyalty program for the residential subscription service that quadrupled the customer base in two years.
-Facilitated market research across Hong Kong to create buyer personas, ideal customer profiles, and core messaging for the Homegrown Foods e-commerce shop.
AOLSenior Strategist, Interactive Marketing
Sep. 2002 - Mar. 2004New York, New York, United States
AOLStrategist, Interactive Marketing
Sep. 2001 - Aug. 2002New York, New York, United States
KearneySenior Business Analyst, Marketing Strategy
Sep. 1999 - Sep. 2001New York, New York, United States
KearneyBusiness Analyst, Marketing Strategy
Sep. 1998 - Sep. 1999New York, New York, United States
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