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Work Background
TELUS BusinessMarketing at SkyHawk by TELUS
Jun. 2022
TELUS BusinessFOCUS by TELUS - Marketing
Jul. 2020Currently responsible for demand gen and sales enablement marketing efforts on both the FOCUS by TELUS and SkyHawk by TELUS telematics brands. Selected Contributions:
* Handled change initiative smoothly for this TELUS acquisition to facilitate rebranding from FOCUS Optimization to FOCUS by TELUS, promote broader awareness, and better enable sales throughout North America. * Established sales enablement resources library, including remixable decks, one pagers, whitepapers, infographics, :30 videos, email templates and sequences, and LevelJump programs. * Revamped company website to increase functionality, as well as user engagement.
* Developed and executed ICP for key NAICS targets and foundational messaging to support sales specialists and SDR teams in the US and Canada for increasing outreach; consistently besting CPM/CTR/open/click industry benchmarks by >2x multiples across all channels. * Orchestrated first omnichannel media plan to maximize brand awareness and consideration in the United States and further cement our position as an industry thought-leader in Canada.
* Launched ready mix module to the market.
ClearPathGPS, Inc.Director of Marketing
Aug. 2018 - Mar. 2020Santa Barbara, California AreaAttained highest monthly organic search levels, as well as accomplished highest level of inbound sales qualified leads through creating and implementing effective marketing, customer success, and sales enablement strategies. Established large-scale pipeline through securing business development opportunities. Selected Contribution:
* Leveraged brand building, demand generation, ABM, and sales enablement strategies throughout the funnel to gain a competitive edge.
* Introduced mobile app and dash cams to the market.
Allen Construction.Marketing
Mar. 2015 - Jul. 2018Santa Barbara, California AreaLed successful client-centered marketing strategies across five distinct divisions and four regions. Brought website in-house along with providing services as Salesforce Administrator. Envisioned and implemented sales enablement suite for the pre-construction team. Introduced improvements within SoQ/RFP process and optimized the influencer-based business development program. Selected Contributions:
* Slashed marketing expenses by 30% YOY, cost per lead by 75%, as well as lowered sales spending percentage by 41%.
KidzmetFounder
Jan. 2010Founded. Scaled. Sold. Spearheaded marketing strategies, sales and sales enablement, public relations, design, coding, focus group testing, sales, public relations, professional development, copywriting, forecasting, and finance operations to execute bottom-line functions. Transferred from bootstrapped brand to partner venture with Simpler Systems in 2015. Still peripherally involved in the business. Selected Contributions:
* Earned multiple awards for business and accompanying books.
(ISSA) International Sports Sciences AssociationDirector of Sales and Marketing
Sep. 2007 - Aug. 2009Enhanced sales growth through insightful marketing, advertising, and media planning programs, leading a combined in-house/virtual telesales team of 45 individuals. Established PayPerClick, PR, email marketing, magazine, search engine optimization (SEO), TV, radio, and internet media strategies.
FrontsidersFreelance Marketing Consultant
Oct. 1999Santa Barbara, CaliforniaCarried out diverse marketing duties for a broad portfolio of brands, such as leading general strategy, overseeing media planning, orchestrating website overhauls, managing rebrands, structuring sales enablement programs, developing email marketing strategies and sequences, administrating social media calendaring, and optimizing SEO, PPC, direct mail, and print efforts. Selected Contribution:
* Acted as multi-disciplinary marketing resource for multiple key A/E/C organizations, including KB Home, Pulte Homes (now Lennar), Allen Construction, Santa Barbara Contractors Association, and Kenney Construction.
KB HomeCorporate Digital Marketing & Web Consultant
Jan. 1999 - Dec. 2006
Knowledge AdventureABM
Jan. 1998 - Dec. 1999Championed growth for leading education software product, facilitating product development, market research, public relations, packaging, competitive analysis, web marketing, advertising, legal, and sales programs. Managed advertising agency relationship and collaborated with 40+ internal team members. Propelled brand SKU count by 30% across retail channels for #1 educational software brand, leading product marketing efforts across 15 SKUs. Grew brand retail presence, positioning product mix with key corporate accounts, including blue-chip retail leaders Walmart, Costco, and Best Buy.
DDB NeedhamAccount Management
Jan. 1994 - Dec. 1998Skillfully orchestrated account management for key Fortune 500 clients including CIGNA, Wells Fargo, and EPSON. Instrumental to $200 million new business development through vital role as Sr. Account Executive, securing prestigious accounts, including EPSON, Ameriquest Mortgage, McDonalds and Universal Home Video for local agency as well as agency network. Developed highly-regarded local market profile books for agency executives and clients, highlighting trends, share of market, CDI/BDI, communications, pricing, and benefits.
POSitive ProductionsMarketing Research
Jan. 1992 - Dec. 1994
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