Joined the team just prior to raising a series A funding as first marketing hire for nascent meeting management solution providing meeting room tools to connect employees with the right rooms and resources and workflow. ► Contributed to raising series A funding totaling $6.5 million. Conducted demand generation modeling, due diligence and market strategy. Instrumental in a series B venture funding round bringing in $13.5 million.► Created the first brand and messaging roadmap that aligned product suite and messaging platform and focused marketing strategy on enterprise value. Secured Board approval and launched in 2016.► Increased visibility and attracted larger enterprise customers by creating and rolling out enterprise level messaging platform and introducing platform value to c-level executives.► Worked closely with CFO to lead early metrics development and guide measurement dashboard. ► Recruited and led marketing professionals and implemented training on customer lifecycle, demand generation, customer marketing, product marketing, creative/content, field marketing, and channel. ► Led rebrand from EventBoard to TEEM including brand platform, messaging platform, and final renaming. Sourced and managed creative agencies to develop look and feel of brand. Launched new brand without a slow down in business performance outside the typical organic search volumes which recovered in 6-months. ► Instrumental in evolving TEEM’s product offering to a data-driven workplace platform which differentiated product offerings and captured market share.

Recruited by Creditera in an executive role to establish the company’s marketing function based on prior track record with SaaS models and the SMB market. Key accomplishments include creating a customer acquisition and LTV marketing programs, establishing KPI driven culture, building a content marketing engine, the launch of a free product, and playing a significant role in securing Series A funding.► Established Marketing Function: Defined strategy and approach; created customer personas covering demographics, firmographics, and psychographics; refined market fit and positioning:* Recruited and led a team of 9 in channel management, content production, analysis, and campaign execution roles.* Defined the marketing tech stack covering channel attribution, content production and syndication, analytics, lifecycle measurement, campaign execution, and more.* Sourced and managed multiple agencies simultaneously.► Marketing Customer Acquisition: With little spend grew year over year membership 100% and revenues by 80%; rebranded to reinforce positioning:* Identified and executed on opportunity for category creation through content and media relations.* Developed a cross-channel lifecycle messaging roadmap using database driven content resulting in a 60%+ engagement rates.* Led the marketing team to launch a free membership model to generate 3x typical signups in month one► Executive Leadership: Built consensus with team on managing to KPIs; Led efforts around member comm. strategies; Provided direction for marketing driven projects in the product roadmap; * Instrumental in shifting organizational focus to measuring, and managing to, core SaaS metrics such as CAC, Churn, ARPU, NPS and LTV. * Created reporting and performance decks, providing updates for executive staff, the company meetings, and investors. * Key stakeholder in developing positioning, pitch, and financial model for Series A fundraising, resulting in a 6.5M Series A from Kleiner Perkins.

Having been chosen for this executive role, I initially succeeded in revising product vision and unifying it with executive/corporate goals for the company. From there I rapidly created, staffed, and guided strategy for the company’s first marketing department, demonstrating critical growth in lead acquisition and conversion to sales.► Built consensus in executive team for prioritizing product development, organizational development, designing product scope/spec/solution outline, creating roadmap to execution, including rollout and marketing strategy.* Implemented development process that ensured team voice, infusing organizational knowledge into process via cross-functional team meetings and feedback solicitation* Evaluated incoming feature and product requests to develop new product roadmaps; developed business cases around market opportunities branch points for competitive advantage and enhanced client lifetime value.► Refined marketplace differentiation opportunities and product core values in 3-5 year plan, initiated with a website redesign and focus on lead conversion growth.* Identified funnel-based approach and process to maximize highest quality leads, increasing revenue velocity. * Automated campaign execution for cost savings and efficiency, connecting leads with sales funnel, forecasting, and increasing lead quality based plan with team.► Defined customer set and envisioned market personas for optimal customer targeting; evaluated specific companies, and precise identified key decision makers. * Built messaging plan, focusing on delivering on customers’ predicted needs.* Developed channel strategy for media buying and messaging; prioritized media plan against limited resources, developing and executing profitable campaigns; measured campaign success, learning from experience and optimizing future plans.

In this executive leadership position, I guided all aspects of market positioning. Over nearly five years, I directed strategy for branding, rebranding, lead generation of new enterprise clients, product strategy, and execution strategy for two complementary eXperticity product lines. The highlight of my experience with eXperticity was elevating the product offering to encompass brand advocacy as a platform for expert engagement across the retail space.► With a strong focus on marketing innovation, expanded marketing efforts to include fresh and growth-oriented tactics. Results included:* Turned company around from significant loss to 5x top-line sales in one quarter by redesigning training program.* Grew retail sales people membership to over 250,000 active members, through merchandising, conversion flow optimization, and implementing a targeting lifecycle marketing process that more than doubled average user’s engagement with platform.* Redesigned and re-launched ProMotive.com; developed brand and used personal experience and expertise to design product website to provide near-continuous scale for additional brands and industries. Resulted in high conversion and compelling merchandising of additional products to increase lifetime value of site members.* Grew base to more than double number of brands, 300,000+ members, and member lifetime value that grew 400%+ in <4 years.► Handpicked and recruited top-flight marketing team.* New select team enhanced customer acquisition and remarketing strategy that involved advertising, channel partnerships, conversion marketing, site personalization, and lifecycle marketing.

FutureNow’s executive team selected me for the position of vice president of marketing role to transition the company from startup phase to more mature and productized approach to company development. Thus, I developed a new business model and marketing plan by developing technology-focused, replicable process for this growing consultancy.Increased client base and elevated customer lifetime value by redefining and expanding product business model based on founders’ personal brand to corporate value propositions and simplifying positioning.* Turned company around from significant loss to profitability in one quarter, supported by sales training that grew revenue by factor of five.* Grew lead flow with aggressive content strategy that leveraged award-winning blog, remarketing after speaking engagements, white papers, free conversion assessments, and other sales tools plus event series.* Built lifecycle communication program to generate quality leads for sales.

I was hired for this executive role to lead a business rebranding initiative, including complete site redesign. I also directed this 9-member marketing team to grow 5 existing channels and launch 4 others.► Spearheaded consensus to grow company from simple logo delivery to broad creative services.* Guided market research and internal cross-communication to support expansion of product vision, building team of co-champions.* Compelled chief strategy officer to view product strategy change as his passion project.► Maintained brand values and integrity, partnering with vice president of communications.* Grew brand equity via marketing campaigns that included PR and media mentions, driving company recognition as thought leader and strategizing for associations with external, high-profile brand evangelists.► Developed key product line improvements.* Increased new user purchase experience--while growing conversion and cutting operations costs.* Increased online revenue from new customers with only slight incremental marketing costs.

For this senior position, I developed cross-functional integrated marketing programs, growing sales, supporting lead generation and conversion process; led comprehensive packaging and pricing strategy and implementation team. I built a long-term marketing strategy with executive team, with informing our team decisions by critically analyzing customer metrics. My strategy improved our development process across life-cycle via cross-functional teams.► Increased sales more than 100% YOY.► New site messaging grew trial memberships► Managed project initiatives with innovations that elevated team capability while building products that drove huge increases in customer engagement and sales.