• Conducted and maintained comprehensive market research to define ideal customer profiles and assess product-market fit for the GC and Civil market segments, contributing to a 24% YoY revenue growth in Q2 2024.• Provided data-driven market insights to inform strategic decision-making across marketing, revenue, and product teams, supporting the expansion of Procore's customer base.• Developed and executed market-specific positioning and messaging strategies based on in-depth analysis of market dynamics, contributing to the successful acquisition of new clients including major ENR 400 contractors.• Acted as a subject matter expert on market dynamics, macroeconomics, and competitive landscapes within assigned markets, supporting Procore's stability in win rates against competitors.• Collaborated with Product User Research, Corporate Strategy & Operations, and GTM Strategy teams to drive market-specific strategies.• Aligned corporate strategy with growth objectives by defining ideal customer profiles, assessing product-market fit, and analyzing macroeconomic factors, supporting Procore's guidance for full-year fiscal 2024 revenue between $1.141 billion and $1.144 billion.• Monitored key performance indicators including market share, market growth, and logo capture to track progress and impact on ARR, contributing to current RPO growth of 16.4% YoY and current deferred revenue growth of 18.7% YoY.

• Led the strategic development and execution for Procore's Owners market segment, including ICP development and GTM plans, which contributed to a 27% YoY growth in the Owners product line revenue in Q2 2024.• Developed deep market insights through customer research, competitive analysis, and industry trends to inform product positioning and messaging; and educated and equipped internal teams, which supported a 22% increase in the number of Procore's Owner customers with ARR over $100,000 in Q2 2024.• Utilized data-driven approaches to measure and analyze the effectiveness of marketing initiatives, optimizing strategies for maximum impact and ROI as evidenced by the Owners segment achieving a 112% net revenue retention rate in Q2 2024.

• Formulated impactful, differentiated positioning strategies paired with compelling messaging, contributing to AppFolio's overall revenue growth from $190.1 million in 2018 to $359.4 million in 2021.• Spearheaded the development and execution of GTM strategies, designed product launch plans, and orchestrated cross-channel marketing initiatives, helping to expand AppFolio's total customer base to approximately 17.2K by EOY 2021.• Engineered comprehensive communication strategies to maximize product awareness, drive cross-sell and up-sell opportunities, and boost customer adoption, supporting AppFolio's 26% YoY revenue growth in 2021.• Collaborated with Product Management and Value-Added Services Teams to define precise target buyer personas and user segments, contributing to the growth in value-added services revenue, a key driver of AppFolio's overall revenue increase.• Partnered with Marketing Program Managers to strategize and execute highly targeted campaigns.• Engaged with Product, Value-Added Services, and Marketing teams to strategically plan and seamlessly integrate in-app communication and engagement offers.• Delivered ongoing educational initiatives tailored for both internal teams and external stakeholders, supporting AppFolio's ability to maintain strong customer relationships and drive product adoption.• Employed a data-driven approach to continuously measure, analyze, and optimize customer journey touchpoints, contributing to AppFolio's ability to grow its customer base and expand services.• Played a pivotal role in curating and maintaining a comprehensive competitive intelligence repository, helping AppFolio maintain its competitive edge in the property management software market.

• Played a pivotal role in the GTM strategy and execution for the launch of Adero, formerly known as TrackR, and Adero's flagship product line, the Intelligent Organization System.• Spearheaded the development of product positioning and internal education, translating consumer research into actionable strategic insights while ensuring messaging coherence across various channels including paid media, owned media, and retail.• Identified compelling value propositions and key messages for all marketing campaigns, effectively setting our products apart in the market and expanding brand visibility.• Upheld brand integrity through meticulous attention to consistency and quality in all marketing communications and content.• Produced comprehensive marketing strategy documentation such as marketing plans, briefs, and FAQs, ensuring alignment with overarching business objectives.• Conducted extensive market research including focus groups, omnibus studies, and ethnographies to gain deep insights into market dynamics and effectively communicate the value proposition.• Collaborated closely with Marketing, Sales, Engineering, Customer Support, and other departments to foster a culture of shared product knowledge and alignment across the organization.

• Crafted compelling messaging for effective communication with both prospects and existing customers.• Innovated and created a suite of cutting-edge resources to drive demand generation, bolster customer retention, and empower our internal teams.• Fostered seamless collaboration with cross-functional teams including product development, sales, services, and marketing organizations, ensuring alignment and optimal execution of marketing strategies.

• Developed and implemented channel strategies and programs, aimed to build brand awareness through digital storytelling.• Organized digital media strategy by establishing and broadening technology-based initiatives and goals.• Managed the creation and evolution of the customer-facing hardware and software assets.• Managed web content, SEO, and SEA to achieve search engine marketing goals.• Leveraged proactive engagement with clients to establish organized customer research in order to create and evolve ICP.• Regulated all virtual and national events for pipeline marketing and lead generation.• Trained team members in both marketing and CRM related positions.

• Spearheaded the enhancement of the company's digital media footprint, orchestrating the creation and adept management of social media accounts and a meticulously planned content calendar to maintain a steadfast connection with our TAM.• Strategically revamped the Customer Relationship Management (CRM) system, optimizing segmentation methodologies and refining our email campaign strategies for enhanced effectiveness.• Innovated and oversaw the creation of over 75 distinct marketing collateral pieces and promotional materials, ensuring a diverse and captivating representation of our brand.• Trailblazed the conception and execution of engaging Corporate Newsletters, fostering internal cohesion and external engagement with our stakeholders.