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Work Background
Interplay LearningProduct & Customer Marketing Manager
Aug. 2024Boston, Massachusetts, United StatesI support go-to-market strategies and launches, enable the sales team to effectively communicate value to potential buyers, and support customer marketing and partner marketing initiatives.
I develop high-quality content for sales enablement, customer and partner marketing, as well as external marketing / demand generation campaigns and communications.
I am a strategic, creative thinker and problem-solver with the ability to execute, I bring a cross-functional analytical mindset
I write clearly with the ability to distill complex business and technology concepts into easily-understood value statements while utilizing data and insights to drive decisions
Adaptive personality, highly organized and self-motivated, taking ownership and delivering results
ElectudeSr. Product Marketing Manager
Jan. 2021 - Dec. 2022United StatesRecruited to provide marketing and sales enablement support for an automotive e-learning platform marketed globally. Bridged gap between product development team located in the Netherlands and US sales teams. Led research-based, end-to-end marketing product launch and go-to-market strategy in multiple countries, marketing planning, campaign development, B2B content strategies, partnership management. HIGHLIGHTS
➤ Accelerated product development and launch among teams and countries. Example: introduced a workflow grid that tracked product development, product marketing activities, and marketing communications in each country.
➤ Conducted detailed pre-entry market and feasibility analysis in China, United Kingdom, Australia, and Finland; evaluated education systems, selling landscape, effective marketing tactics, and venues.
ExamitySenior Product Marketing Manager
Jan. 2021 - Dec. 2021Newton, Massachusetts, United StatesFor a global leader in virtual exam proctoring services, created multi-channel communications plan and sales collateral that retained 95% of customers during a significant technical product issue. I worked with a great team of collaborators, focused on securing both low- and high-stakes exams for educational and professional organizations.
KD MARKETING CONSULTINGFounder/CEO
Jun. 2017 - Aug. 2024Boston/RemoteProvide full spectrum of marketing/product management consulting to B2B companies. Conduct market research and market segmentation; create marketing strategy; craft action-oriented, account-based marketing plans and related sales enablement materials; develop social media, e-campaign, and other marketing content; coordinate trade shows; and manage partnerships. REPRESENTATIVE ENGAGEMENTS
➤ Raised market awareness and jump-started customer acquisitions for Copia, a startup e-textbook platform, and led its marketing initiatives. Established marketing structure and shifted sales value proposition from feature- to results focused. ➤ Bridged the knowledge gap between sales, product and marketing at Examity, to ensure consistent messaging, product understanding, and key value propositions to different markets. ➤As a subject matter expert, ghost-authored a white paper and provided newsletter content that built awareness of a Partner in Publishing client’s offerings, unique product value and market position. ➤ Conducted firsthand research (customer interviews) for The Boedeker Group on behalf of its publishing client and delivered an Insights Report that supported investing in and marketing a new product. ➤ Led multi-state research project regarding legislation and funding school districts may use to purchase DreamBox Learning Reading and Mathematics software. Created 10 state sales tools to drive engagement and revenue.
McGraw Hill Higher EducationImplementation Manager
Jan. 2017 - Dec. 2019Hired to train clients on a proprietary learning and assessment platform. Monitored pilot schools to ensure a positive experience and convert prospects to paying customers in a $4M territory. Translated technical products into easy-to-understand language for users and decision makers. HIGHLIGHTS
➤ Recognized as a product knowledge expert, trusted consultant to clients, and valuable resource for sales reps.
➤ Converted 10 out of 14 software trial customers into full-paying accounts producing $150K additional revenue.
➤ Led product implementation for a large client across 4 locations ensuring retention and growth of $100K account.
Multiple corporate & academic clientsMarketing Consultant
Jan. 2017Boston/RemoteProvide full spectrum of marketing/product management consulting to B2B companies: Copia, Dreambox Learning, The Boedeker Group, and Partner in Publishing. Conduct market research and market segmentation; create marketing strategy; craft action-oriented, account-based marketing plans and related sales enablement materials; develop social media, e-campaign, and other marketing content; coordinate trade shows; and manage partnerships. REPRESENTATIVE ENGAGEMENTS ➤ Raised market awareness and jump-started customer acquisitions for Copia, a startup e-textbook platform, and led its marketing initiatives. Established marketing structure and shifted sales value proposition from feature- to results focused. ➤As a subject matter expert, ghost-authored a white paper and provided newsletter content that built awareness of a Partner in Publishing client’s offerings, unique product value and market position. ➤ Conducted firsthand research (customer interviews) for The Boedeker Group on behalf of its publishing client and delivered an Insights Report that supported investing in and marketing a new product. ➤ Led multi-state research project regarding legislation and funding school districts may use to purchase DreamBox Learning Reading and Mathematics software. Created 10 state sales tools to drive engagement and revenue.
VitalSourceSenior Product Marketing Manager
Jan. 2015 - Dec. 2017Greater Boston AreaWithin 6 months of hire, role expanded to include product marketing responsibilities. Crafted and led execution of full-scale, integrated marketing plans from SWOT analysis to budget and marketing goals measurement. Worked cross-functionally with product development to ensure 4 new product launches, bi-weekly agile product updates, and line extensions.
HIGHLIGHTS
➤ Served as marketing lead on launch of a data analytics add-on feature that became the lynchpin for landing large, multi-course adoptions and heightened company’s industry footprint.
➤ Drove customer engagement and sales by representing company at national industry conferences; prepared and managed all marketing aspects and conducted product demonstrations and presentations.
Course Technology, Cengage LearningSenior Technology Marketing Manager
Jan. 2005 - Nov. 2015Boston, Massachusetts, United StatesLed marketing team and launched several new products/solutions. Awarded Marketing Campaign of the Year in 2010 and as Marketing Manager of the Year (out of 25) in 2006. Coached junior sales reps on value-added, consultative conversations. HIGHLIGHTS
➤ Drove sales from $6M in 2008 to $12M in 2009 to $15M in 2010 as Sr. Technology Marketing Manager. Personally closed $675K of business in first year as Institutional Solutions Director.
➤ Led a multi-faceted product and marketing overhaul that restored customer confidence and reversed sales decline following a troubled product launch.
➤ Contributed thought leadership and modern marketing approaches to account-based marketing.
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