- Lead marketing strategy for a $50M unit of a $500M global SaaS company that supports beverage alcohol companies with regulatory compliance and taxes. Control a budget of $400K. Report to VP, Demand Gen.- Research, develop and deliver marketing initiatives that meet brand  and demand generation goals. Prioritize and integrate a comprehensive mix of traditional, digital and content marketing. - Continually improve demand generation and marketing funnel by gathering and leveraging insights on market trends, customer journey and buyer intent. - Influence an internal shared services team of digital marketing, marketing operations and product marketing talent without benefit of a direct reporting relationship. Oversee PR agency, Harris Poll and freelance project managers. - Collaborate with cross-functional teams to develop strategy for the entire division, leading ideation with a systematic yet boundary-pushing approach.- Manage relationship-building with trade associations and industry partners, positioning the company as a recognized thought leader in the industry while increasing  access to their audiences.- Worked closely with Product Marketing to brand, position and launch a new product line, enabling profitable cross-sell and upsell value among an existing account base of 2,000 beverage alcohol companies.- Launched a well-received rebrand to retain legacy customers through an acquisition while attracting new audiences.- Transformed company website. Refined product positioning and differentiators to inform high-impact - Produce proprietary industry data reports with up to 2,500 downloads per year. Deliver content marketing that fills the sales pipeline and produces real readership with an average time on site of 2:30-3:30.- Maintain 75+% share of voice in the press versus bigger, better-funded competitors.- Achieve marketing-originated pipeline and bookings goals by generating >35% of total bookings.

- Following 7 successful years as Sales & Marketing Director, nominated by peers and selected by CEO to lead a new, high-profile, multiyear campaign with $1M per year budget. - Facilitated agency relationship in support of these projects, managing association and agency expectations to maximize buy-in and optimize outcomes.- Delivered an iconic industry certification mark to enable smaller brewers to compete with larger brands. Achieved >50% adoption rate, representing >75% of volume in the craft brewing industry. Researched and proved >90% consumer interest in the mark. Delivered a 21 point lift in ad recall, 11 point lift in audience agreement with core message and 15 point lift in intent to purchase.

- Competitively selected to lead a team of 7 in achievement of sales, marketing, advertising, membership and client service goals for a complex suite of properties. Served as member of strategic planning team. Reported to CEO.- Instrumental in maintaining >70% market share vs. national trade association averages of 40%. Drove membership growth from 1,600 to 4,000 professional breweries and from 23K to 45K hobbyists. - Directed branding, messaging, social media, content marketing, tradeshow and events. Served as media spokesperson and CEO messaging lead. Authored The New Brewer column (readership >37,500).- Reorganized and reinvigorated Sales team, leveraging inspired leadership approaches and creating processes, tools and support for 300% growth in sales revenues, up to $5M/year, during tenure.- Consistently delivered year-over-year membership growth on a marketing budget of $750K. Closely tracked budget, negotiated with vendors, and looked for inventive ways to grow reach while spending less.- Persuaded leaders in multiple departments to launch a hobbyist merchandise program to boost brand visibility and cement member enthusiasm/loyalty to the American Homebrewers Association.- Influenced development and outcome of a key messaging initiative that started with board member’s proposal of “who makes your beer” tagline and ended with my “craft vs. crafty” phrasing, published in a key op-ed, and frequently quoted 5+ years later. - Launched new Brewers Publications products annually while marketing 50+ titles. Consulted on book/eBook content and artwork. Generated sales of up to $1.23M/year through the BA, local booksellers and Amazon.

Delivered marketing services for the engineering consulting and product sides of the business. Quickly shored up online and offline marketing efforts while creating cost efficiencies in the firm’s marketing budget. • Planned and executed new search engine marketing (SEM) campaigns; improved existing SEM efforts.• Analyzed and reported on website traffic. Managed website content and related efforts to enhance search engine optimization (SEO).• Conducted public relations (PR) to introduce the firm to the regional business media as well as key trade press contacts. Generated media interest in the firm’s latest engineering project. • Oversaw creative/ad agency relationship.

Reported to and worked closely with President in client services, new business development, and marketing.• Delivered strategic planning of integrated branding, marketing, and public relations tactics for B2B and B2C clients in a variety of industries including high tech, private aviation, and engineering.• Led planning sessions with C-level clients and wrote high-level client deliverables, including brand profiles, marketing action plans, and publicity plans.• Executed marketing tactics including websites (architecture and content), search engine optimization (SEO), search engine marketing (SEM), social media marketing, brochures, presentations, advertising, and direct mail. Worked closely with clients to deliver on project objectives, budgets, and timelines.• Served as copywriter and copyeditor, alongside the firm president, for in-house and client deliverables.• Expanded agency’s public relations practice, leveraging innovative tactics that raised visibility and awareness, built brands, and communicated key messages. • Proactively identified client needs to best serve them while developing profitable new business for the firm. Frequent contributor to business development meetings and proposal writing.

Reported to Marketing Director. Conducted primary market research for strategic planning and product development, resulting in $9M increase in annual sales of flagship product over 3 years to $51M, and $4.5M annual sales in new line of business. Consulted with company’s sales teams and wholesalers nationwide to boost sales by 15% in 18 months.