Designed & iterated demand generation, nurture, acquisition, and retention marketing strategies through both product-led & sales-led motions Hired and managed a team responsible for paid media & search, lifecycle & email marketing, conversion rate optimization, account-based marketing, and marketing operationsDrove the growth marketing engine - proactively monitor & optimize each channel & tactic as they relate to stages of acquisition, deal creation, and onboarding••• Sales-Led Enterprise SaaS Motion •••Led ABM efforts and partnered with sales leadership to align on messaging, targeting, and outreach efforts to engage Fortune 1,000 accountsIdentified target accounts, strategized break-in strategies with sales and BD, and engaged them with measurable, repeatable campaignsNurtured prospects through stages of the funnel towards more engaged, sales-ready conversationsDeployed retention marketing efforts to support customer onboarding and activation and grow lifetime customer value••• Product-Led SaaS Motion •••Engineered and launched the product-led motion to acquire and onboard users and consistently iterate the experience to shorten time to value, improve activation rate, and generate product-qualified leads (PQLs) and subscriptions - increased activation by 333%Aligned efforts between cross-functional teams including members of product, marketing, engineering, customer success, and sales to deliver an effective onboarding experience for usersManaged product marketing efforts including in-app copy, onboarding content, product demo content, and routing product signals to CRMs and marketing automation systems

Responsible for the overall digital marketing strategy, demand generation, and growth marketing efforts for the Thomas Product Suite which includes digital advertising opportunities, marketing agency services, eCommerce & catalog services, and data solutions to create interest & awareness, generate sales appointments, and drive revenueManaged lead flow through the various funnel stages and operational processes (e. capture, nurture, score, distribute, close) and managed reporting of lead capture, appointment setting, and revenue Worked directly with sales leadership to align campaign efforts with current and future sales initiatives based on product type, geography, and promotionsSpearheaded efforts between marketing, sales, IT, and data management teams to organize and distribute data to effectively map the customer journey from interest to purchase to renewalDesigned and executed funnel-based marketing campaigns, including display and retargeting, content creation, email marketing, and marketing automationDeveloped and deployed email content to re-engage prospects throughout the sales cycle to drive demand, engage prospects, and move current customers towards more engaged programsCommunicated Thomas’s brand, value proposition, and core mission to the technology and manufacturing marketsManaged a team of marketing professionals including content, lifecycle, and search marketing specialists to optimize workflow and ensure professional developmentManaged a team of sales development representatives to direct the assignment and processing of leads to generate & grow the number of qualified sales appointments

Established processes to optimize the client experience, from sales handoff and project assignment all the way to renewals and upsells.Worked with internal account managers to create strategies designed to optimize client digital footprint and drive lead generation.Acted as the go-to solutions expert for Website, Strategy, and SEO product teams.Partnered with Thomas sales partners to address client goals and identify new revenue/upsell opportunities.Worked with Project Managers across multiple teams to ensure program success and grow revenue. Developed production support tools and materials to guide and update clients through project lifecycles.Tracked ongoing project lifecycles month over month, monitor revenue to resources ratio and identified opportunities for new staff, tools, or processes where needed.Tracked and documented needed process adjustments based on data and feedback; established new processes as proactive measures to further increase productivity.

Managed and trained a team of digital strategists and serve as a support resource to ensure employment of best practices and continued program success for clients Identified target audience personas and developed integrated marketing strategies to drive demand and lead generation for multiple B2B clients Created market messaging and took a hands-on approach for content creation and distribution for digital formats including display and text ads, email, blogs, eBooks, web pages, etc.Served as clients’ primary point of contact and managed collaboration between cross-functional teams including design, development, SEM, and social mediaCoordinated with sales team to create effective acquisition and retention strategies at the agency business level

Managed multiple B2B digital accounts, serving as the main point of client contact for C-Level executives while orchestrating campaign efforts between the SEO, social, PPC and design/development teamsSpearheaded the creation, planning, and execution of inbound marketing strategies in order to successfully engage clients’ unique target audiences and drive lead generationProvided insight and analysis on all campaign key performance indicators and performance metrics and advise clients on best path forward

Served as a resource for other Content Marketing Project Managers while continuing account level workWorked closely with sales and account management teams to identify and pursue upsell opportunities to full-service client level

Drove inbound digital marketing programs for multiple a la carte B2B clients using tactics including blog, email, and eBooks for lead generationWorked between teams to drive strategy, create targeted content, and manage effective analysis and reporting

Worked with simultaneous product launch processes from inception to post-launch including gathering sales forecasts, recording merchandising and media plans, outlining stock orders and P&L figures, and creating comprehensive post-launch documentsOrchestrated weekly meetings between members of the Marketing, Production, Sales and Operations groups to manage multiple projects including product launches, POS introductions, and sales programsWorked closely with distributor groups in Mexico, Canada, and Chile to provide needed support including artwork and marketing materials, as well as brand standards guidance and social media strategyWorked with the General Export sales group to coordinate budgets, sales processes, marketing orders and inventory control in order to support service to Latin American and South American customers Researched, selected and implemented an outside commercial lead service and managed the tracking process with Microsoft Dynamics CRMCreated company advertisements using Adobe InDesign and Adobe Illustrator and ensured that these ads followed brand standards