As an Individual Contributor Level 5–equivalent to a Director-level people manager–I led the development and execution of digital marketing strategies across integrated campaigns for Lightstep/ServiceNow Cloud Observability, ITSM, Talent Acquisition, ESG, Impact Revenue Retention, and RiseUp with ServiceNow. I acted as the primary liaison between the digital organization and stakeholders within a 1,000+ member marketing department to define goals, strategize channel deployment, and report insights. - Directed multiple teams comprising up to 12 PPC, Email, Content Syndication, and Ad Operations specialists in executing integrated digital marketing campaigns, each with budgets exceeding $5 million annually. - Achieved 400% QoQ increase in unique visitors & 136% progress towards awareness targets for RiseUp demand generation campaign - Identified over $1 million in cost savings through an annual content syndication channel audit.Architected developer marketing Product-Led Growth (PLG) strategy and proposed a sales-assisted motion for SDRs. - Managed teams across various time zones, ensuring cohesive communication and project alignment.

Directed B2B demand generation in a new market for SaaS analytics database software company, focused on driving brand awareness in the US via PPC advertising and Account-Based Marketing (ABM), while managing a digital advertising budget of $2 million annually. Led sales enablement efforts with VP and SDRs, managing inbound and outbound campaigns. - Sales enablement: Accountable for US sales enablement, establishing a feedback loop between sales and marketing, designing effective sales playbooks, scripts, landing pages, lead scoring matrix, and CRM overhaul. - Paid Media: Oversaw implementation of company's first paid media strategy, demonstrating adept management of the agency responsible for executing paid media campaigns. - Integrated Campaign Management: Orchestrated an impactful integrated “buy out” campaign to convert customers away from competitors, working in lockstep with Engineering and Product Marketing to refine messaging and establish ICP. - Digital Marketing Optimization: Worked cross-functionally with Creative Director and Content Marketing teams to establish best practices for creating impactful 1:1 landing pages for ABM and paid media campaigns

Developed and implemented a new demand generation strategy for a digital marketing agency during a period of 300% growth. This involved creating targeted funnels for fintech, e-commerce, SaaS, and healthcare sectors. Initiated and oversaw a comprehensive website overhaul to align with new buyer journeys and personas. Utilized data-driven precision in revenue forecasting through financial modeling, encompassing NNACV, TCV, and TAM calculations, enabling accurate KPI definitions. - Team Leadership: Led a team of 6 SEOs to launch the agency’s first webinar content marketing and influencer programs, resulting in a month-over-month increase in site traffic and a 75% reduction in CPLs. - Performance at Scale: Generated a 4X ROAS on outbound email prospecting, scaling the program from 0 to 10,000 weekly sends. - Sales Enablement: Created a comprehensive sales enablement program, including the development of sales personas, empathy maps, phone and email scripts for SDRs, and establishing lead scoring rules.

Plan data-driven marketing campaigns for accounts across diverse industries, leading internal/external teams to facilitate creative collateral, campaign implementation & KPI measurementCUSTOMER ACQUISITION & RETENTION- Grew solar startup to $3 Million Revenue/mo in under 1 year via integrated marketing campaign combining SEO, radio, social ads, tradeshow lead gen, direct mail & outside sales- Implemented omnichannel marketing strategy for eCommerce retailer, triggering 1-to-1 offers based on behavior across website, landing pages, email drip campaigns & paid search and social ads- Increased eComm retailer’s CLV from $200 to $510 over 3 years via email marketing- Achieved organic first page Google Search rankings for a Scottsdale salon for 5+ years via on-page SEO, content marketing, email drip & paid social advertisingDIGITAL MARKETING & PPC MANAGEMENT- Created evergreen advertising funnels leveraging dynamic data segments in Klaviyo to target high RF leads with personalized offers throughout the customer journey- Drove 34% of B2C Revenue & 45% of web traffic for eCommerce retailer in 1 year, making Google Search their #1 acquisition channel, maintaining overall ROAS of 3.7X & 13X ROAS on branded terms- Implemented Conversion Rate Optimization (CRO) best practices to improve an eComm retailer's Google Search quality score by 2 points, increasing traffic by 2K/mo while decreasing spend by $1K/mo- Raised $902K for 60-day Kickstarter, driving conversions at 7.79X ROAS via Facebook adsTRADITIONAL MEDIA BUYING- Planned radio ad campaigns for accounts in real estate & wealth management, prepping competitive analyses, station demographics, projected spend and estimated ROAS- Generated $75K worth of opportunity for real estate startup via $8k/mo radio and PPC buy & implemented ROAS measurement using pixels, unique URLs, landing pages & email drip- Executed all stages of radio ad creative production from writing, to directing and editing

-Won three 2016 Telly Awards for shooting, editing & directing "Esteban: Live At the Musical Instrument Museum", produced for Arizona PBS-Generated over $10 Million in Revenue in under 1 year via YouTube video & on-page SEO video marketing strategy, increasing average time on investment client's lead generation site from <2 minutes to 8+-Managed video team of editors, shooters & sound engineers-Planned & executed all stages of video production from scouting to scripting, shooting, directing & editing

Multi-functional marketing consultant specializing in copywriting & video production for clients including Discovery Channel, Rentpath.com, Cox Media Group, Point B Agency, Turner Studios & Splinter Creative

•Developed video content marketing strategy supporting dog & cat hardgood and live pet sales•Led a team of 4 writers to update the equivalent of 3.5 football fields' worth of retail store environment signage for $200 Million+ remodel•Scripted and produced over 20 content marketing videos •Collaborated with CRM team to test & optimize email drip campaigns that increased sales of dog consumable and hard good products, including one that spurred a 400% jump in sales over the previous week•SEO Optimization & copywriting for PetSmart's online Puppy Center, part of a key initiative to acquire new customers and increase loyalty

Executed all stages of video production for Turner's digital property, GameTap.com, creating 300+ content marketing videos• Won 2008 NATAS Emmy Award for producing a series of daily short form web features at the Tokyo Game Show• Wrote & produced "The Making of Nights" documentary in partnership with Sega for DVD distribution• Wrote and produced daily web entertainment show for site with 1,000,000+ subscribers• Co-created and wrote two animated series• Created and produced 36 episodes/year of gaming industry interview series• Directed on-camera talent and 10-member crew in weekly studio shoots• Budgeted and produced field shoots• Produced graphics sessions in Smoke, After Effects• Produced sizzle reels for marketing presentations• Researched story ideas

Supported the creation of over 1000 TV shows, promos & webisodes for TBS, Cartoon Network and Turner's GameTap.com• Trained on Avid & Final Cut Pro software & edited rough cuts of TV shows before handing them off to editors• Wrote, produced & edited bi-monthly 30-second tips & tricks segment for GameTap.com• Served as location scout and production coordinator on field and studio shoots• Researched and gathered footage from CNN library• Fastest tape transcriber this side of the Mississippi