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Work Background
Asure SoftwareDirector, Demand Generation & Growth Marketing
Oct. 2021Greater Tampa Bay AreaAt Asure Software—a B2B SaaS provider of Human Capital Management (HCM) technology & payroll services—I design and execute integrated, multi-channel marketing campaigns that fuel demand generation, drive customer acquisition, and accelerate revenue growth. Working in close collaboration with five national sales teams and over 100 sales executives, I lead a high-performing marketing team dedicated to delivering impactful campaigns and personalized, stage-specific content that optimizes the buyer’s journey. • Own full-funnel demand strategy, elevating MQLs by 70% and increasing sales qualified opportunities by 48%, contributing to a $8M+ marketing sourced pipeline and 355% YoY growth.
• Lead and execute marketing strategies—including comprehensive lead nurturing and marketing automation workflows (HubSpot)—that drive high-quality inbound leads and boost MQL-to-SQL conversions.
• Own marketing-sourced pipeline and define goals for lead generation (MQLs), sales qualified opportunities (SQLs), and closed-won revenue contribution.
• Optimize marketing funnel performance through advanced segmentation and nurturing workflows, using data-driven analytics to enhance lead quality.
• Lead a high-performing team in executing strategic multi-channel campaigns, digital marketing, paid social, HQL vendors, content syndication, webinars, and email marketing.
FreightCenterDirector of Growth Marketing
Jan. 2019 - Oct. 2021Tampa/St. Petersburg, Florida Area• I directed large-scale B2B and B2C campaigns, utilizing audience segmentation and analytics to optimize performance and drive pipeline growth.
• Implemented a new content strategy resulting in a 25% increase in ROI and a 42% revenue increase.
• Drove a 76.67% increase in direct website traffic through branded marketing campaigns.
• Created a paid social strategy, delivering a 210% increase in qualified paid social leads.
• Launched customer loyalty and referral programs boosting revenue by 21%.
PavasoSr. Director of Marketing
Nov. 2016 - Nov. 2018Dallas/Fort Worth AreaLed growth marketing and lead generation efforts for a SaaS developer, resulting in a 200% increase in software demo requests and over 100% growth in sales-qualified leads. • Developed and executed national campaigns to optimize digital marketing strategies.
• Implemented email, social media, and content strategies to drive engagement and conversions.
Capitalize AnalyticsDirector of Marketing
Jul. 2014 - Nov. 2016Dallas, Texas• Revamped brand identity and messaging, resulting in an 18% brand awareness lift.
• Implemented SEO-focused initiatives, boosting organic click-through rates by 80%.
• Managed inside sales and marketing teams to position the technology firm as an industry thought leader.
Progression Technologies, Inc. (Now GoEngineer)Marketing Director
Mar. 2011 - Jun. 2014Dallas/Fort Worth Area• Increased leads by 25% through lead nurturing campaigns. • Created, designed, and executed national lead generation campaigns with quality score ratings and monitor leads (SAL). • Created and launched a highly successful Referral Marketing Program.
Texas Engineering Systems, LP (Now GoEngineer)Marketing Manager
Jan. 2006 - Jan. 2011Dallas/Fort Worth Area• Managed multi-channel marketing campaigns for five products, collaborating with sales and executive team to drive vision, brand awareness, and boost revenue for a top-ranked technology provider.
• Oversaw Inside Sales and Marketing teams to ensure seamless operations and maximize results.
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