In this role, I oversee all GTM messaging, positioning, and enablement for internal stakeholders and external partners. I work closely with our Product and Engineering Teams to develop user onboarding experiences that drive revenue, product adoption, and retention. As the Director of Product Marketing, I also manage a cross-functional team of product designers, graphic designers, and an in-house video production agency to develop all marketing collateral including customer case studies, explainer videos, product demos, ebooks, and sales pitch decks to generate demand and drive conversions. Key Accomplishments:(1) Spearheaded the GTM strategy for a $1 Trial and achieved a 450% increase in self- sign-ups. This led to our self-service revenue accounting for 60% of our ARR. (2) Enhanced our online registration funnel, leading to a 132% increase in lead-to-trial conversion rate, focusing on user-centric strategies and product-led growth models.(3) Developed a new self-service user onboarding experience in collaboration with Product and Engineering teams to boost trial-to-paid subscriber rate from 28%-64% in 3 months.(4) Produced a customer testimonial video series leading to a 65% decrease in CPL

Oversaw all GTM strategy, positioning & messaging, content marketing, inbound marketing, and sales collateral. Collaborated with product, engineering, and customer success departments to drive product activation, engagement, and retention.Key Accomplishments: (1) Cross-functional team leader overseeing 6 employees to develop and produce all marketing content for webinars, in-app videos, email marketing, paid social, and SEM. (2) Launched a sales enablement program with supporting enablement collateral, leading to a 215% increase in expansionary product revenue within 6 months.(3) Launched a partnership enablement program with supporting enablement collateral, leading to a 70% increase in partnership lead volume within 4 months.(4) Spearheaded a Voice of the Customer (VoC) program to develop insights on our B2B and B2C buyer personas to develop strategic messaging and positioning per segment.

In this role, I collaborated with executive leadership and SME's to solve complex and impactful problems. Highlights: GTM Strategy for Plus Me Project’s “My Story Matters Notebook” (30% increase in ARR)GTM Strategy for Los Alamitos Youth Center’s "Camp Shark Adventures Program"GTM Strategy for It Gets Better Project’s “It Gets Better EDU” youth programming L&D Program and Content Development for Mo-Mentum Fitness L&D Program and Content Development for Total Body AestheticsL&D Program and Content Development for BrainZoo Studios

Developed strategic messaging and positioning by launching an ongoing Voice-of-The-Customer (VoC) program. Played a critical role in refining sales messaging for medical device technology and innovative treatment protocols. Key Contributions:(1) Launched a comprehensive Voice of the Customer (VoC) program, and generated key insights into customer and buyer personas to enhance our understanding of the B2C customer journey, identifying specific challenges and opportunities at each stage.(2) Pioneered using A/B testing and other experimentation methods based on VoC findings to continuously enhance messaging, positioning, and user experience.

As the Sr. Training Manager for Farrell's Ice Cream Parlours and Restaurants, I helped grow this organization from one location to seven within 6 years. Here, I was responsible for developing all L&D programming and materials, launching a Train the Trainer Program, building a multi-tiered training organization, and spearheading sales enablement initiatives company-wide. Key Contributions:(1) Developed, launched, and managed a training program with over 60 corporate and in-store trainers(2) Led hiring, placement, and training for six store openings and over 1.5k employees (3) Improved the Per-Person Average (PPA) sales for wait staff by 23%