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Work Background
C2 Content MarketingChief Strategist Content Marketing
Jan. 2025Rancho Cordova, California, United StatesFor B2B SaaS businesses looking to deepen their customer base, strengthen their brand, and drive revenue with a performance-driven content marketing strategy. As executive marketing leader with 20+ years of experience in brand and content marketing, I specialize in delivering compelling content strategies that elevate brands and drive growth. ACHIEVEMENTS
- Driven content marketing strategy for range of SaaS edtech companies with annual revenue from <$10M-$500M+
- Increased qualified inbound traffic by 2.5x in 9 months, conversion rates by 3x, and top-10 SERP rankings for 85% of target keywords
- Designed full-funnel content strategies and led cross-channel execution to drive 40% YOY marketing pipeline growth SKILLS
- Servant-leadership style approach to building & leading marketing teams from the ground up (remote, in-person, and hybrid)
- Customer journey and buyer funnel optimization/growth/CRO
- Intent-driven content strategy, customer-centric lifecycle marketing
- Data insights, analytics, and reporting (GA4, GSC, SEMrush, Hubspot) - SEO optimization - Brand positioning, strategy, storytelling, and governance
- Creative campaign direction and execution management
Swing EducationDirector of Content Marketing
May. 2024 - Nov. 2024Lead the development and execution of content strategies to drive brand awareness, engagement, and lead generation for K-12 online marketplace that connects schools with substitute teachers. - Drove content creation and optimizations leading to 60.4% YOY increase in organic search
- Delivered consistent keyword-driven traffic growth, with up to 50% month-over-month increase in top 10 keywords
- Authored and published first Substitute Insights research report for district leadership audience, increasing engagement in demand-generation efforts among school decision-makers
- Spearheaded relaunch of 200-asset online Resource Center for schools and substitute educators
- Led series of developmental webinars targeted to substitute teachers, garnering 700+ registrants per session and converting 23% of attendees to classroom activation
LINQVice President, Integrated Marketing
Aug. 2023 - May. 2024United StatesLed the GTM strategy and team (Campaigns, Content, Events, and Creative) to create integrated marketing campaigns for SaaS edtech company that provides administrative software for K-12 districts and schools. Demand generation campaigns exceeded pipeline goals (104%) following a volatile back-to-school season.
LINQSenior Director of Content & Brand Strategy
Jan. 2023 - Aug. 2023Built the Content Marketing function, including the development of a 250+ asset persona-driven Resource Library of blogs, case studies, whitepapers, guides, infographics, webinars, and toolkits.
PowerSchool Group LLCDirector, Content Marketing & Design
Oct. 2018 - Jan. 2023Folsom, CaliforniaLed brand and content marketing initiatives for the top technology provider in K-12 education, with more than 75 million users in over 90 countries around the world. Includes:
- Developed innovative reputation and demand-generating program content in alignment with the customer buying cycle, growing marketing-originated pipeline 40% YOY.
- Leveraged performance measurement and insights to deliver high-impact content plans optimized for SEO, traffic growth, and lead conversion at each stage in the buyer journey. - Built PowerSchool's content marketing team from the ground up, resulting in an award-winning team of 12 writers and designers. - Collaboration with product marketing and demand-gen teams to plan, develop, and repurpose cornerstone content to support integrated campaign objectives.
- Managing content execution in alignment with brand design, messaging, voice, and tone, as well as best practices for conversion, SEO, social media, and web optimization. Highlights include:
- Integral part of the leadership team of CODiE's 2019 "Marketing Team of the Year" award.
- Led the creation of the Summit Creative Awards 2018 bronze in Education Marketing for the "Student Information System Buying Guide", a 3-part ebook series with corresponding webinars, blogs, and social media advertising.
- Designer and content creator of PowerSchool’s “School of the Future” live and interactive tours, showcasing the benefits of integrated technology, earning 2018 Stevie Award for Demand Generation Program of the Year.
PowerSchool Group LLCManager, Content Marketing & Design
Oct. 2017 - Oct. 2018Folsom, CALed strategic development of PowerSchool's brand and content initiatives. Includes brand identity and architecture, brand messaging, and all strategies supporting the evolution of the brand in-market. Includes managing a team of content writers and designers to create persona-based content across multiple channels to generate demand, optimize engagement, and deliver measurable results.
PowerSchool Group LLCDigital Marketing Designer
May. 2016 - Oct. 2017Folsom, CaliforniaSupport PowerSchool's innovations in K-12 learning through creation of design solutions for print and digital initiatives. Create a design culture of excellence that promotes PowerSchool's best-in-class leadership position within the edtech industry. Includes ongoing development of brand standards and execution of best practices across digital, web, mobile, print, and social media marketing.
KidAdmit, Inc.UX/UI Designer
May. 2014 - May. 2016San Francisco, CAUX & Visual designer for web platform that is transforming the preschool admissions process. Design UX of new product features, utilizing HCI techniques, incorporating user research, and developing UI for testing via interactive prototypes. Redesigned front-end and school administrator portals. Designed brand identity and logo, style guides, pitch decks and print materials (direct mail, print ads, onboarding guide, etc). Closely collaborate with development team to implement new features based on site flows, wireframes, and refined prototypes. Employ research and ongoing feedback from parents and school users to develop new content and continually refine designs.
CCDesignUX & Visual Designer
May. 2012 - May. 2016Northern CaliforniaI design high-quality interactive experiences. Building a product story that delights the user. This includes UX process work (wireframes, prototypes), UI design, front-end coding, and content writing. From startups to large-scale enterprises. With over a decade of business and marketing experience, I also consult in marketing and brand-building, identifying user needs, and targeting those areas that drive the most important metrics to build traction and scale the business.
KiteReadersSenior Designer
Jul. 2011 - Nov. 2013Mountain View, CAPrincipal designer for KiteReaders, a platform for publishers and authors to create, distribute, and market children's ebooks. Backed by 500 Startups in its accelerator program, KiteReaders has over 100 of the best children's picture book titles in its catalog, over 30 Kindle best sellers, and 7 design awards. As Designer, I am integrally involved in establishing design direction and production of animation, interactivity, trailer, sound, and site design. Includes working with HTML5, CSS3, AfterEffects, Flash, ScreenFlow, iBooks Author, Logic Express (audio), Wordpress, InDesign, Illustrator, and Photoshop.
CCDesignLead Designer/Owner
Apr. 2010 - May. 2012New media designer providing web and graphic design, brand identity development, UX and marketing expertise.
Walt Disney Studios Home EntertainmentContractor, Retail Promotions
Jan. 2005 - Dec. 2005Burbank, CA
Sunkist GrowersSenior Marketing Manager
Sep. 2001 - Oct. 2005Sherman Oaks, CA
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