(Acquired by Paylocity on 10/1/24)Spend wisely. Companies will always benefit from more efficiency in how employees and finance teams manage how they spend money. Employees want a process that is easy to understand and easy to execute. Finance wants compliance, control, visibility, and to reduce risk. With Airbase, employees and the office of the CFO both get a system they love.

Responsible for the Marketing organization including pipeline growth, ABM, product marketing, customer marketing, annual user conference, branding, communications, etc. As needed, I also have managed the RevOps and SDR functions.Key accomplishments:- Rebuilt the entire marketing team from scratch to a team of 11 in a remote-first environment- Grew marketing-sourced pipeline 60% YoY in my first 12 months- Overhauled our marketing automation and analytics approach, including lead scoring and contact lifecycle tracking in SFDC- Implemented 6sense and launched our first account-based targeted programs improving Account to SQO conversion by 60% - Refreshed our core brand and product positioning to better align with the needs of the market in our emerging category- Delivered two incredible in-person user conferences; each with an NPS of 78+- Convinced G2 to create a new product category for our solution (Customer Education Software) separate from the legacy category we were in (Corporate Learning Management Systems)- Winner of multiple awards: APPEALIE (CS and Overall SaaS in 2021 and 2022), G2 (Leader every quarter in 2021 and 2022, Best Relationship 2022), TrustRadius (Top Rated 2022, Best Relationship 2022, Best Feature Set 2022), Deloitte Fast500 (2021, 2022), Inc5000 (2021, 2022)About Skilljar: When your customers know how to use your products they are happier, stickier, drive more revenue, and cost less to support. They also feel empowered to develop and improve their skills.Skilljar is THE platform built for companies to educate their customers on how to best use the products they buy. We are leading a new category perfect for organizations that care about LTV, recurring revenue, or repeat business. If you invest in Customer Success or care about net retention, you should be investing in Customer Education.

(Acquired by insightsoftware at the end of 2020. Certent's previous owner was K1 Capital)We're helping power the ownership economy while bringing speed, simplicity, and confidence to financial and regulatory reporting for public and private organizations around the world.I run a distributed team of seven marketers and nine SDRs to drive pipeline growth, brand awareness, and customer advocacy for our two product pillars (Equity Management and Disclosure Management).

As the demand, digital and marketing operations leader for the Workday Adaptive Planning brand I manage a team of 12 workmates and have three core responsibilities:- Build quality pipeline for a high velocity sales team across all market segments for net new prospects and our existing customer base (SMB, Mid-Market, Large Enterprise) with a broad portfolio of tactics including online, webinars, events, ABM, etc.- Worldwide online marketing (Content, A/B Testing, SEO, SEM, Social, Remarketing, Hosting, Technical)- Worldwide marketing operations (MarTech stack, analytics, processes, QA, innovation)Results/Achievements- My team rebuilt our webinar program to grow webinar registrations and webinar-sourced pipeline by >30% (pre-COVID). Post-COVID reg rates grew 64% YoY for first few months after lockdown- Launched first dedicated customer base marketing program to increase net ARR retention- Supported rapid pivot from physical field marketing events to virtual events as response to COVID-19- Oversaw the rebranding from Adaptive Insights to Workday Adaptive Planning

(Adaptive Insights acquired by Workday in August 2018)I wear multiple hats but principally focus on two main areas with a great team of eight marketers:- Online marketing strategy and programs including CRO & A/B experimentation, managing multiple web properties, SEO, PPC, paid social, and other paid campaigns- Marketing operations including building standardized processes for program execution, defining and managing the marketing technology stack, establishing and coordinating lead flow policies, lead scoring, SLAs and instrumentation with the Sales organization, and developing self-service analytics and reporting for the Marketing organizationResults/Achievements- Doubled the share of Marketing pipeline generated by online marketing channels (35% to 70%) at a time when we scaled revenue over 200%- Grew overall share of pipeline generated by Marketing- Materially lowered our cost per qualified opportunity to improve our CAC ratio- Achieved >93% inbox delivery for email after deliverability challenges had dropped our inbox rate down to <65%- Helped position Adaptive Insights for a successful IPO (acquired by Workday for $1.6B, 2 days prior to scheduled IPO)

Adaptive Insights is the leading provider of business and financial planning software for corporate finance, HR, and sales teams. Backed by Bessemer Venture Partners, JMI Equity, Monitor Ventures, and others. Multiple-year leader in the Gartner Magic Quadrant.I split my responsibilities to run Digital Demand Generation and Marketing Operations:Demand / Digital- Oversaw the turnaround of a previous website launch that was underperforming. Prioritized the improvements to recover traffic and lead conversion rates. Within 2 months of deploying fixes and enhancements, we regained our conversion rates prior to launch. From there, I ran a number of experiments to further drive better performance- Restructured our SEM strategy and PPC campaigns to maximize our investment in the highest performing channels- Between these two efforts we improved our web conversion rate by over 100% year over yearMarketing Operations- Replaced Eloqua with HubSpot to help enable a transition to self-service marketing for our demand gen and communications teams- Recommended adoption of new status and opportunity definitions to align with SiriusDecisions framework- Rebuilt our lead scoring methodology to better identify qualified leads most likely to convert to pipeline- Overhauled our approach to Google Analytics and connected all GA data (not just paid) to HubSpot and SFDC lead/contact reporting

Founder. Independent consultant for businesses focusing on demand generation, SEO, SEM, analytics, and user conversion.Google Analytics IQ certifiedHubSpot certifiedBrightEdge SEO platform certifiedMoz Customer Advisory Board memberPaid Search/CPC Award winner (Biggest Search Geek from SMX)

(acquired by Dialpad in 2020)Highfive is a disruptive SaaS provider of video conferencing software and in-room hardware backed by Andreessen Horowitz, General Catalyst, and Lightspeed Venture Partners.I ramped-up the initial demand generation programs to drive the launch of Highfive's video conferencing software and hardware solution.With limited resources and a need to be scrappy, we stood up marketing automation, lead nurturing, a free trial program, in-house produced demo videos as well as rebuilt our website with demand generation, SEO, CRO and SEM in mind.I worked closely with the sales team to setup the processes, guidelines and best practices for lead management.

I rebuilt a unified demand generation team focused on driving new customer acquisition through integrated, multi-touch campaigns and lead management programs for both the cloud and on-premise areas of the business. With an emphasis on inbound marketing and search we stove for accountable marketing, data-aware decision making, continuous experimentation and understanding our prospects and the buyer's journey.Responsibilities:New lead generation strategy and executionLead scoring and nurturingStreamline and optimize the lead qualification processSEO & CPC optimization and managementEnsure we offer compelling content to our prospective customers through all stages of the funnelPlanting the seeds for future growth with successful inbound marketingClosed-loop reporting and analytics (web, campaign, customer acquisition KPIs)

Responsible for improving and optimizing top-line growth and online customer acquisition with a focus on organic search (SEO) and paid search (SEM/CPC) channels for our main websites shoretelsky.com and shoretel.com. This includes defining and executing the overall online buyer and demand-gen experience, inbound marketing strategy, A/B testing, and conversion optimization.Additionally, I oversee web and closed loop (Visit, Lead, MQL, SQO, Customer/Revenue) analytics and ensure proper management and allocation of resources across multiple online marketing campaigns.

Co-director responsible for online strategy and execution across the 32+ websites worldwide in the Mecalux Group, including SEO, analytics, conversion optimization and improving user experience.

Logismarket is a leading B2B industrial directory with a strong presence across 16 countries in Europe and Latin America, connecting business professionals with high-quality suppliers and distributors. The role is to identify and execute the marketing, technology, and operations strategies to drive rapid, but efficient, expansion of our business. The primary focus is on leading the core product marketing for the Logismarket service: defining the customer (supplier) and visitor (buyer) experience, overseeing search engine optimization (SEO), and building an analytics framework to measure results and drive continuous improvement. I led the development, rollout, and enablement of our self-service content management system for suppliers to manage their listings. Previously, this was a manual process managed by our large data entry team.

Evaluated new opportunities to grow existing and develop new lines of business for Teleflora. Included ideation, analysis and execution of pilot projects for both B2C and B2B markets. Example projects included a holiday themed direct sales model, a florist dropship fullfillment program, an aggregated business services discount program for florists, and mobile marketing for Mother's day. Additionally, oversaw the final development and implementation of the MyTeleflora.com portal for 25,000 member florists.