Filling algorithms with the most precise signals to haul in predictable ICP leads.

I led and contributed in the completion of many bolder-size marketing rocks in my time at TraceLink, including: A lead workflow (web > lead > sales) with full tracking and analytics system. This was a truly holistic program involving Sales, Marketing, IT and C-Level. Outbound and email nurture programs built out per segment. I introduced gating our top of the funnel content in order to nurture leads to MQL. These were built out per our target segments and accompanied air cover programs like Google Adwords, LinkedIn Ads and Social. Pharmaceutical and pharmacy/hospital segment marketing strategy and execution. These started as market research projects. Once we identified our segments we layered our already-built content and lead gen programs on top. Hired/managed demand gen manager in London. Oversaw EMEA strategy/execution.

I turned my skills loose on the "MSP world" at Continuum, both individually and with a rockstar team of budding marketers. Highlights include:The building, training and leading of the aforementioned demand gen team. We drove team synergy, collaboration and camaraderie with our own form of agile B2B marketing. We moved mountains on the Demand Gen side with a fresh content strategy which unlocked record organic traffic month after month. New top of the funnel nurture programs gave us a steady air cover of leads, while strategic content- and product-based email programs rounded out our lead gen programs. I trained key team members to take over our PPC and SEO programs (who have gone on to become masters of the two arts/sciences). Launching the MSP Resource Center was a huge team initiative which increased top of the funnel leads by 3X.

Owner of Marketing’s MQL goal each quarter. Coordinating with Content Team ensuring Demand Gen Team executes marketing programs to drive high-volume MQLs, while still tracking and optimizing for lead quality. This spans across five product groups, which include 11 flagship products.Owner of SmartBear’s SEO program. Includes managing and strategizing with our SEO consultant firm, recommending targeted content for our writers, providing target keywords on monthly basis, coordinating with overseas development team for off-page enhancements, staying attuned to the ever-changing Google Algorithm and ensuring we comply, crowd sourcing large scale on-page changes, hosting periodic “Lunch & Learn” sessions to educate different departments on SEO best practices.Owner of SmartBear’s PPC program, soup to nuts. Day-to-day bid control, launching new campaigns, keyword research & analysis, comprehensive tracking, generating creative, a/b testing and a weekly training session for younger teammates. Led and managed a Demand Generation team of six. Orchestrating an environment that is both rewarding professionally and also engaging personally. Level-3 leader striving for level-4. Provided VP of Marketing with daily, weekly and monthly KPI marketing reports and strategized daily from this actionable data.

Using Marketo and Salesforce, responsible for delivering qualified leads to Sales. This includes processes such as lead scoring, drip/nurture, trigger, survey campaigns and also landing page optimization with A/B testing.Manage NETC’s Graphic Designer. Worked closely with Social Media Specialist to develop “thought leadership” strategies and to ensure content and messaging was productive towards ROI.Ensure proper tracking is in place on ALL marketing campaigns to allow for accurate ROI reporting to generate trustworthy, actionable data.Continually monitor and evaluate methods and procedures in order to optimize SEO and PPC to deliver qualified leads to sales and increase brand awareness online.

Planned and designed all print and web design collateral needed by sales, marketing and operations. Included: catalogs, trade show booths, posters, brochures, ads, email/social media graphics, etc.Assumed management of SEO and PPC to increase our competitive edge with industry leaders.Researched and implemented various marketing industry standards that NETC need: Web to lead, analytics reporting, landing page optimization, A/B testing, email tracking and deliverability.Fully redesigned website by conducting research based on visitor flow and applied procedures to increase lead generation.Managed website content via CMS.

Managed all print materials from all ends (design, timeline, budget, proofs), while learning how to prepare meticulously organized and cost effective print files.Redesigned, managed and updated five association websites while tying their design elements into corresponding print materials. Designed and managed content for four different eNewsletters. Created web banners, emails, landing pages and flash movies to promote in house products.Analyzed website data to increase search engine traffic and email click through rates. Reported on findings.