Help to modernize, scale, and uplevel the product marketing function. Analyze target markets, identify customer's needs and use cases, develop differentiated positioning and compelling content, and enable sales organization to move pipeline forward effectively.

Marketing consulting that empowers B2B technology providers to launch new products, expand to new markets, and maximize market potential through comprehensive analysis, strategic planning, and detailed execution.• Established product marketing function for a 30-person fintech startup• Modernized sales-enablement content and platform for telecom provider• Researched TAM and performed competitive analysis for a global firm considering a new line of business

Led go-to-market efforts to drive success of Mastercard’s two newest AI technologies for identity verification and fraud prevention. Conducted market, competitor, and customer research. Redefined ideal customer profile and updated customer segmentation. Crafted positioning and messaging that differentiated Mastercard from competitors. Spearheaded a tiger-team to develop, monitor, and report on performance metrics, then develop programs that increase pipeline, acquisition, and adoption. Set strategic direction, annual business plan, and performance metrics for portfolio of products. Mastercard's Identity services empower businesses to enable frictionless transactions and combat fraud worldwide. Our identity verification solutions are powered by the Ekata Identity Engine, which combines sophisticated data science and machine learning to help businesses make quick and accurate risk decisions about their customers. Our solutions empower more than 2,000 businesses and partners to combat cyberfraud and enable an inclusive, frictionless experience for customers in over 230 countries and territories.

Updated the product narrative and storytelling to drive adoption of SMS business texting in mid-market and enterprise segments. Orchestrated cross-functional GTM initiatives to drive adoption, usage, best practices, and revenue. Spearheaded go-to-market launches for new products and features. Collaborated on marketing campaigns, event strategy, and content creation (including customer stories, collateral, demos, and webinars). Identified new verticals and new use cases to target.• Created and executed targeted ABM campaigns. • Developed sales playbook for new target verticals.• Led GTM strategies and execution.• Planned and executed trade show participation for target verticals.• Developed and managed internal and external sales enablement tools.

Drove outbound product marketing strategy for Microsoft’s premium productivity and cybersecurity solution for the SMB market. Created and delivered sales and partner enablement tools, training, and webinars. Conducted qualitative and quantitative buyer and customer research. Communicated industry and market trends, analyst insights, competitive intelligence and voice of the customer (VOC) to influence the product development and marketing strategies.• Led SMB team’s presence at partner-, sales-, and user- conferences.• Ran customer focus groups to deeply understand target market segments.• Developed and delivered technical and business-focused webinars to sales partners.• Authored weekly newsletter for global Field team to influence international sales.• Helped to pilot and launch product sales via web direct channel.• Overhauled sales and marketing content, and redefined standard marketing BOM• Install base of product line has grown over 400% since I joined the team.oo

Develop value proposition, positioning and messaging for 11 SaaS-based, B2B technology products, including company’s flagship product. Create launch plans and go-to-market messaging for new products and new releases of existing products. Drive integrated, multi-channel digital marketing initiatives. Create content (videos, white papers, eBooks, case studies, infographics, webinars) for use in lead generation, social media, website and sales presentations throughout all phases of the buyer journey. Maintain product pages on corporate website. Draft product-related press releases. Develop and maintain buyer personas. Define licensing model, pricing, and target market for new products. Assist in developing the strategy, messaging, booth graphics and keynote addresses for annual user conference. Managed team of Product Marketers that support entire product portfolio. • Launched three new products, including a mobile app• Developed company-wide go-to-market plan for new flagship product

Reinvigorated Spendvision’s relationship with their largest global partner: an international commercial brand & operator of one of the world’s largest electronic payments networks. Drove adoption of white label SaaS platform for T&E expense management, credit card management, and supplier payables. Set and/or approved pricing and other commercial decisions that impacted the relationship. Engaged with relevant stakeholders to prioritize new product development and product enhancements in order to increase revenue and ensure successful reseller experiences and user experiences. Brainstormed innovative services, consultation opportunities, and revenue generating solutions. • More than doubled monthly billables for consulting and product development • Number of resellers nearly tripled, and number of end users grew four-fold• Successfully managed the relationship through transition from Waterfall to Agile software development methodology

Defined the product offering, user experience, pricing, and promotions strategy for networked coin counting kiosks installed in banks. Monitored consumer trends, key competitors and new technologies to maintain a robust product roadmap. Fielded behavioral and attitudinal consumer research to test new product concepts. Segmented market, and developed unique pricing, positioning and promotion plans for each segment. Performed pricing elasticity analysis to optimally price new products. Developed go-to-market strategy; performed financial modeling; and authored business cases, business requirements (BRDs), marketing requirements (MRDs) and product requirements (PRDs). Developed sales collateral, internal and external training and tools, and content for print and online demand generation initiatives. Defined key performance indicators (KPIs) and developed scorecard, tools and reports to ensure channel would achieve profit plan.• Grew revenue of channel by 41% and 56% respectively in the first two years• Developed international expansion strategy • Developed Lease Pricing Model

Set the pricing and helped develop core product messaging for small business loans and lines of credit. Analyzed competitive offerings and market share by region, and set pricing to optimize new customer acquisition. Analyzed existing portfolio to forecast impact of potential pricing changes. Led project to modify pricing on underperforming accounts. Developed SBA (Small Business Administration) Lending program for WaMu, including product offering, pricing, positioning, and creation of SBA Operations Department. Led cross-functional team that integrated product line of acquired credit card company into retail product offering. Defined business requirements and user experience, and worked with technology teams to design the data base strategy and to define functional specifications for WaMu’s loan origination system. Developed financial models for projects impacting department. Developed Use Cases and User Acceptance Test scripts to ensure projects met all expectations of the LOB.• Surpassed lending targets by 300% in 2005• Top Ten SBA Lender in all of WaMu’s major markets in first year of SBA program• Analyzed & modified risk and pricing model for lines of credit, increasing profitability by 67% in 2006

Responsible for all customer acquisition initiatives for the Northwest Region contact centers. Analyzed customer satisfaction and sales trends by product, channel, and agent. Developed strategies, processes, and training to exceed sales and customer satisfaction goals. Managed relationships with internal & external product teams. Authored requirements and specifications for credit card application system. Designed and implemented incentive plans. • Expanded partner relationship to develop a new sales channel generating over $1 million annually• Created a training & incentive program resulting in a 47% increase in sales for a product line

Managed credit card and loan promotions for all Consumer Product contact centers nationwide. Identified employee and customer impacts of marketing initiatives. Assisted in the development of sales collateral and reporting & analysis for each program. Championed the introduction of several new products, targeting both consumer and business segments. Completed post-mortem analysis of each marketing initiative.

Managed marketing projects for the Northwest Region’s sales call center. Created marketing communications for all call centers in tri-state region. Designed marketing campaigns to exceed aggressive revenue goals. Developed processes and incentive programs to generate sales from other business units. Completed post-mortem analysis of each marketing initiative.