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Work Background
BrightwellMarketing Team Manager
Apr. 2024 - Oct. 2024Atlanta, Georgia, United States• Conducted market research and competitor analysis to identify trends and opportunities for differentiation while sharing cross departmentally for growth and continued learning
• Managed and coached a scaling team consisting of three Product Marketers, a Marketing Strategist, and Marketing Coordinator
• Analyzed and interpreted market and customer data tracking key performance indicators (KPIs) measuring effectiveness of marketing initiatives, identifying areas for improvement, and make data driven recommendations
• Partnered with cross functional teams including Product Management, Sales, Ops/Support, Account Managers, and Engineering to ensure full communication, alignment, and success of marketing efforts
• Drove thought leadership initiatives by identifying opportunities for partnership, content creation, and growth opportunities to establish Brightwell as a trusted authority in the global payments industry
• Collaborated with sales/ sales enablement and subject matter experts to effectively position our products and services communicating value and differentiation
BrightwellSenior Product Marketing Manager
Aug. 2023 - Apr. 2024Atlanta, Georgia, United States• Developed and executed social media strategies to enhance brand awareness, trust, and product visibility and engagement including content creation, community management, and performance analysis
• Cultivated compelling, values based, customer centric product messaging promoting product marketing campaigns tailored to defined audiences, messaging, and channel selection
• Generated comprehensive reporting on campaign performance and provided strategic insights for future initiatives leveraging analytics and marketing automation platforms
• Constructed compelling customer journey mapping materials enhancing user experiences to launch programs and drive customer adoption • Worked cross functionally with internal and external teams strategizing program planning to boosting adoption rates • Lead content creation and copywriting ensuring alignment with brand and product tone of voice guidelines and best SEO practices
• Crafted robust content strategy maintaining product engagement and interest leveraging various content formats and distribution channels
Kitman LabsSenior Product Marketing Manager
Mar. 2022 - Mar. 2023Led the international cross-functional go-to-market process for a first-in-market B2B SaaS product - from strategy to execution. Built from the ground up a data-driven lifecycle marketing strategy to promote product growth, adoption/usage, and retention through compelling, value-based, customer-centric messaging. Collaborated with sales and key customers to develop marketing campaigns, including customer communications, online and offline events, user groups, and executive roundtables. Kept a pulse on competitors, helping teams to stay up to speed on the latest industry trends.
• Created and ran the largest early adopter program in company history - positively impacted 75% of customers in our largest market (NCAA) and helped improve product in global markets.
• Drove marketing plan to support 15-20% increase in ASP through Solution launch.
• Produced thought leadership content series that was in the top 5 traffic drivers to the company blog.
• Contributed to two of the largest deals in the US in company history.
• ~$160,000 projected pipeline created by driving product launch strategies across markets and geographies to build the company brand.
• Exceeded median SaaS user adoption by 13bp by creating data-driven campaigns based on subject matter expertise in marketing, product, and research; partnered with sales and performance experts to identify and source customer stories aligned with product adoption and usage.
• ~20% anticipated market share growth reached by enabling sales to position products and services to effectively communicate value, tell stories, and differentiate from the competition.
Invesco USSenior Segment Marketer
Jan. 2020 - Sep. 2021Atlanta, GeorgiaExecuted acquisition, retention, engagement, product marketing, and go-to-market segment strategies with 15+ teams – including PR, research, social media, and product. Produced sales tools and marketing collateral to drive audience action and monitored website analytics to improve targeting. Engaged the audience-centricity model and partnered with analytics to monitor and optimize engagement and experience – analyzed and translated data into clear insights and actionable recommendations. Performed product positioning and identified market opportunities, creating a defining product market roadmap.
• 20% YOY new user growth acquired by developing and executing a comprehensive marketing strategy aligned with the company’s overall goals and objectives. • Increased dwell time and page views by monitoring website analytics to make strategic channel decisions; improved methods of targeting client needs and evaluated sales, marketing, and client engagement metrics to identify promotional opportunities.
• Maximized return on ad spend (ROAS) by making data-driven decisions, understanding the target audience and tailoring efforts to that audience, optimizing marketing channels, and deploying
Dimensional Fund AdvisorsSoutheastern Regional Director- DC Plans
Nov. 2017 - Jun. 2018* Short term employment • Led and managed of a territory composed primarily of fee-only, high net worth financial advisors
• Developed and delivered strategies to recruit new advisor relationships and retention strategies for existing advisors
• Consulted with advisor firms on building an efficient practice while providing a successful investment experience to clients
• Presented Dimensional Fund Advisors’ investment capabilities, investment theory and performance to Financial Advisors, branch offices, company conferences and industry functions
• Spokesperson and champion of the Dimensional brand and investment theory throughout the industry and marketplace
E*TRADESenior Product Manager Retirement Income
Aug. 2013 - Aug. 2016Alpharetta, GA• Partnered with technology and external vendors/partners to design and manage the rollout of products and services • Collaborated internally with Sales, Sales Distribution, Marketing, Associate Registration, Ad Review, Fixed Income Desk, Project Management, Compliance, Training and Education, and Legal teams in support of annuity and retirement income offerings • Effectively prioritized and executed product related tasks, created internal and client approved collateral as needed for products, and mitigate product issues • Partnered with the Training and Education team to construct eLearning modules, training programs, and education as needed for products and product support • Created reports, metrics, and analysis to measure the effectiveness as well as validate the success of projects completed
• Acted as Subject Matter Expert Social Security and Retirement Income Diagnostic Tool (Income Discovery) Insurance Services
• Owned ETIS entity licensing, lines of service, and designated representative producer with both individual state departments and state’s office of the secretary of state • Maintained and updated ETIS written supervisory procedures, annuity roadmap, annuity 800 number, E*TRADE.com annuity educational articles, and annuity third party vendor product website • Developed and maintained annuity reporting for sales, costs, and agent compensation projections and metrics
• Created ETIS agent and entity licensing program, procedures, and forms
• Product Manager, Registered Investment Advisor (RIA) Platform & Annuities (2011 – 2012)
• Built, developed, and grew business relationships internally and externally vital to the success product and platform • Coordinated project teams for platform alterations promptly and efficiently to maintain project roadmap timeline
E*TRADEProduct Manager - Registered Investment Advisor (RIA) Platform & Annuities
Nov. 2011 - Aug. 2013Greater Atlanta Area• Wrote functional requirements to develop / enhance existing product to improve customer engagement and retention • Built, developed, and grew business relationships internally and externally vital to the success product and platform • Coordinated project teams for platform alterations promptly and efficiently to maintain project roadmap timeline • Updated RIA platform user guide and created marketing sheet
Lincoln Financial GroupRetirement Specialist – Enrollment Team Defined Contribution Customer Experience Group
Aug. 2010 - Sep. 2011Atlanta Metro Area• Initiated one-on-one enrollment support to meet plan sponsor objectives including participation rate, average deferral rate, diversification of assets, and participant self-reliance
• Executed the initial enrollment objectives as well as assigned plans to support within Retirement Solutions and Defined Contribution departments • Collaborated with the Enrollment Team Director to meet the goals of the plan and provide a first-class enrollment experience for participants • Conducted pre-enrollment marketing, group presentations to enhance awareness of plan features • Administered retirement planning services, account analysis, and education for participants • Facilitated the transfer of prior retirement accounts to new plans
• Increased enrollment within Employer sponsored plans
Lincoln Financial GroupRetirement Consultant - Defined Contribution Customer Experience Team
Feb. 2009 - Aug. 2010Greater Atlanta Area• Submitted periodic reports which detailed the tracking and monitoring of sales goals and results to ensure case-level customer service performance standards as well as sales and retention goals • Coordinated and improved a variety of tasks which were designed to provide the individual a great familiarity with the product, services and procedures offered by Lincoln Financial Group • Pro-actively maintained existing client relationships on both an internal basis via verbal and written communication, and an external basis (at the plan sponsor site)
• Consistently attained or exceeded sales and objectives determined by the Communication and Education Manager • Prepared and implemented annual client account reviews, marketing campaigns, and client correspondence
• Improved the enrollment and servicing of plan employees
Northwestern MutualHigh Net Wealth New Client Coordinator and Portfolio Analysis
Aug. 2006 - Feb. 2009Greater Atlanta Area• Developed portfolio analysis with Portfolio Needs Analysis (PNA) program including modules for retirement, education, joint survivor income, long term care, and asset allocation
• Constructed hypothetical portfolio illustrations, portfolio comparisons, and stock / mutual fund research with Morningstar Workstation program
• Provided proactive and reactive customer service for prospective clients with $1MM or more of investable assets
• Developed internal and external marketing and development plan/budget for wealth management team on a quarterly and annual basis
• Instituted marketing campaigns and handled transitioning to new investment products/platforms
• Created presentations, spreadsheets, expense calculators and marketing materials • Planned and promoted client and financial representative appreciation events, speakers, and meetings • Instituted marketing campaigns and handled transitioning to new investment products/platforms
Nova Wealth Management Group, LLCRIA Client Coordinator
Jun. 2005 - Aug. 2006Greater Atlanta Area• Researched and summarized a variety of investment programs, account information, and brokerage statements
• Assembled and calculated trade worksheets, portfolio rebalances, quarterly reports and necessary account documentation/forms
• Provided customer service daily as a liaison from the client to the advisor
C.H. Robinson Worldwide, Inc.Third Party Logistics Brokerage Sales and Account Manager
Mar. 2003 - Jun. 2005Greater Atlanta Area• Managed fourth biggest account, Unilever Bestfoods, for branch office and regional accounts with national accounts • Implemented solutions for customers such as warehousing, expedited shipments, and returns in emergency situations
• Served as third party issue resolution between customer, carrier, and warehouse
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