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Work Background
Leadership CircleVP of Marketing
Jul. 2022Draper, Utah, United States
FamilySearchDirector of Marketing, RootsTech
Jun. 2021 - Jun. 2022Salt Lake City, Utah, United StatesPromoted to director of marketing role for the 2022 conference. Led a cross-functional team of 23 channel and geo managers to help promote and launch the event. Expanded reach of the event outside of North America leading to enormous growth in global event participation. Defined brand, audience and message strategy that led to explosive growth. Grew product to a year-round experience rather than a singular event. Collaborated with senior leadership to craft messaging and experiences that were delivered to broad audiences. • Increased participation to 21.2M from 1.5M in just one year.
• Doubled registration from 440k to 881k in one year.
• Increased YouTube participation to 6.7M viewers
• Drove 1.1M participants for Relatives at RootsTech experience over the course of just 10 days
FamilySearchMarketing Business Development Manager
Oct. 2017 - Jun. 2021Greater Salt Lake City AreaKey Member of the Business Development Team focused on new marketing initiatives. Worked across the department and across the entire organization as a marketing consultant to help bring about new marketing initiatives. Served as a key member of cross-functional and cross-organizational teams to help unify, up-level, and expand strategic marketing initiatives. Became trusted by many across the organization due to deep knowledge and experience. • Drove a 73% open rate and 22% click through rate as marketing lead for the Share Light cross-organization initiative.
• Helped to drive over 1M participants to the 2021 RootsTech Connect conference by serving as social media marketing lead and product marketing lead for the Relatives at RootsTech Experience.
• Drove 80k page views in just two days to RootsTech Connect through a new Guide Me Experience designed from the ground up.
• Brought in 1k+ new records as Marketing Lead for the African Roots project
• Saved the organization $100k in expenses by migrating marketing technology services without a contractor.
Ensign College Adjunct Professor
Aug. 2017Salt Lake City, UtahAdjunct professor in the Social Media Marketing Department specializing in marketing strategy, digital advertising, content creation, and channel development. • Consistently received 6.8 out of 7 student satisfaction score
• Developed three new courses for the university
• Was often selected to pilot new courses and provide feedback
• Have taught over 300 students marketing strategy, social media, google ads, channel development and much more.
• Rated by students as one of the most popular teachers in the department
The LeonardoChief Marketing Officer
Sep. 2015 - Aug. 2017Salt Lake City, UtahOversee organizational marketing strategies involving collaboration with CEO in rebranding and repositioning; supervise nine team members. Defined organizational audience and voice; redeveloped departmental workflow. Doubled attendance within first year through testing and executing effective marketing channel mix; established cohesive brand strategy. Administer training sessions on brand, storytelling, and marketing automation. • Increased monthly revenue 250% through tactical utilization of Agile Marketing Project Management.
• Elevated attendance 300% within 18 months by optimizing social media and email marketing strategies.
• Grew programs sales from $500/event to over $7,000/event through initiation of Facebook event campaigns and partnering with content team in designing market-friendly experiences.
• Raised memberships over 200% within first year by executing targeted discount and sign-on bonus campaigns.
• Enlarged social media following over 3,000 within 3 months through targeted liker ads and customized blog content.
Bask Technology, Inc. (formerly iTOK)VP of Communications and Corporate Marketing
Feb. 2013 - Sep. 2015Greater Salt Lake City AreaRepositioned organization from break/fix model to advisory based service in being recognized as a respected thought leader in broader technology space; supervised 12 team members. Renovated marketing operations and messaging, including systems, processes, and testing in focusing on supporting user vs. device; reduced costs through vendor renegotiations and in-house resources. The organization received Series B round of $18M in funding. • Transformed company from $8M/year to $25M/year within two years through vigorous testing on PPC, SEO, YouTube, and email marketing channels.
• Reduced CPA from $97 to $48 and increased lead flow by removing poor performing ads from Google and tapping into new, effective keyword groupings.
• Lowered CPL from $8.30 to $5.62 and elevated lead conversion from 12% to 15% by redesigning and rewriting over 300 landing pages and streamlining automated follow-up through Marketo.
• Decreased marketing expenditures over $3M annually within the first year by eliminating Google ads with high cost and low conversion.
• Recognized on Utah 100 Fastest Growing Companies (2013 and 2014)
Logica, LLC (Acquired by AFS, Inc.)VP of Marketing and Communications
Oct. 2011 - Feb. 2013Salt Lake City, UTRepositioned organization from solely selling software to cost savings and analysis messaging; shifted organization toward acquisition position within the first year. Reduced marketing costs through restricting investment at top of funnel; vaulted organization into top 1,000 of Inc. 5,000. Conducted training sessions on marketing automation. Significantly expanded organization’s thought leadership leading to acquisition; organization sold for $20M. • Increased revenue from $3M to $6M within 11 months by significantly growing qualified leads and reducing time-to-close through content and marketing automation.
• Raised monthly lead volume from 27 to 800+ by developing and executing a strategic content marketing plan.
• Decreased sales cycle from 3 months to 4.5 weeks by implementing marketing automation platform.
Zenger FolkmanDirector of Marketing and Communications
Feb. 2009 - Oct. 2011Orem, UTLed building of high performing marketing team and integrated communications towards strengths-based leadership development focus; supervised five team members. Designed modern and unified style and message by renovating brand elements; enhanced sales cycle through lead fostering strategies. Positioned organization as a boutique agency. • Raised revenue from $5.7M to $13.8M and achieved bestseller status on New York Times by leading marketing and publishing of three new books through comprehensive content creation and promotion.
• Produced $2M annual revenue and substantial exposure by creating annual Extraordinary Leaders Conference; attracted top CLOs from General Mills, Lenovo, HP, and AT&T.
• Increased lead generation 1000% through an expansive content marketing campaign.
• Generated exposure in HBR Inc., Forbes, Entrepreneur, CNBC, and a live segment on CBS Morning News through breakthrough “Women do it Better” campaign.
Access DevelopmentSenior Marketing and Commmunication Manager
May. 2004 - Oct. 2008Salt Lake City, UTHeaded development of channel marketing strategy and created marketing engine; supervised three team members. Delivered essential contributions in growing organization from 20 to over 300 team members; restructured processes and workflow in increasing generation of campaigns. Collaborated with marketing teams in promoting products at Walt Disney, Apple, Dell, Ann Taylor, and Target Stores; developed and maintained key relationships. • Elevated time share bookings 19% through development of Disney Vacation Stories campaign.
• Grew Teacher wallet share over 8% for Target stores through the development of REDcard for Teachers.
• Recognized with National Education Association’s Communication Award for New Recruitment Programs.
Access DevelopmentAccount Manager
Jan. 2003 - May. 2004Greater Salt Lake City Area
Access DevelopmentCustomer Service Representative
Aug. 1999 - Jan. 2003Greater Salt Lake City Area
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