Spearheaded efforts that standardized the planning, activation, and reporting of cross-functional and multi-channel (owned, earned, paid) marketing campaigns, while leading the Integrated & Performance Marketing team for Expedia's B2B platform.Refined the go-to-market (GTM) framework by introducing scalable methodologies to bring ideas to market faster and improve the efficiency of cross-team collaboration, project management, and documentation.Orchestrated an overhaul of reporting capabilities and dashboards—empowering digital channel owners, product marketers, demand generation, and other stakeholders to gather insights from analytics more easily and apply data-driven decisions.Equipped senior leaders with key insights from marketing campaigns by interpreting performance data and presenting the learnings and takeaways during Quarterly Business Reviews to VPs, directors, and stakeholders in other departments.

Shaped the strategy and steered the tactical activation of comprehensive B2B marketing programs to generate awareness, acquisition, and adoption of the company’s new enterprise software for large organizations.Refreshed user and buyer personas, updated the product positioning, and tailored the messaging to better articulate the benefits of the new premium products based on market research, voice of the customer, and historical performance data.Developed assets, sales enablement material, and field resources and created content for digital ads, email nurture, social media, web, ABM, and other channels that delivered a compelling, consistent narrative across the buyer journey and enabled sales, customer success, and demand gen to engage targeted audiences, grow pipeline, and close more deals.

Implemented a scaled approach to increase SaaS customer lifetime value, foster relationships, encourage adoption, and promote retention and upsells by introducing a global B2B customer lifecycle marketing program to interact with thousands of existing clients to keep them engaged, aware of other products, and educated on best practices to maximize ROI.Built and operated the company's global customer advocacy program using the voice of the customer and enlisting and mobilizing hundreds of best-in-class clients to serve as references (~250), present at events and webinars (~100), submit testimonials (~270), co-market, and participate in other advocacy activities that amplified the value of the products, inspired action among other clients, and supported customer acquisition.Produced webinars, presentations, ebooks, playbooks, client stories (~350), and other thought leadership assets, giving client success and sales directors an easy, turn-key way to share high-impact content with their clients and prospects. Published more than 75 case studies (considered the most valuable asset by sales and in Win/Loss reports) by formalizing a case study program and process, sourcing opportunities, getting client buy-in, writing the copy, and creating multi-format versions and derivative assets.Orchestrated the publication of the company’s largest and most impactful annual thought leadership research report by conducting consumer surveys, analyzing data to surface key insights, guiding and editing the content, creating regional-specific assets and other collateral, and training teams to present the key findings to clients and prospects.

Delivered expertise to a portfolio of ~50 clients (accounting for $3M+ in annual revenue) by educating, advising, and supporting them in maximizing their success, while partnering with sales on renewals and upsells.Conducted quarterly and annual business reviews with clients’ executive-level stakeholders to discuss goals, key initiatives, technical health, recommendations, KPIs, and other critical information that demonstrated value.

Facilitated online creative projects by guiding the development of new communications for clients and prospects across digital channels, while leading the collaboration between the content, design, UX, and other internal teams.

Guided a group of client success strategists through leadership and coaching that fostered collaboration and improved team efficiency and individual effectiveness.​​Served as the agency’s primary retention specialist and partnered with sales reps on pitches and RFP responses.Pioneered and fulfilled a new conversion optimization service for clients and prospects, offering persona development, UX audits, mockups, and user testing.

Delivered strategy and guided the execution of search engine marketing (SEM) programs for the agency’s largest revenue-generating portfolio of clients, while project-managing a team of SEO, PPC, and analytics/reporting specialists.

Guided 100+ small online businesses and start-ups in establishing or expanding their online presence through web development, content, SEO, PPC, and conversion optimization.Devised and delivered the company’s first-ever online training program to educate hundreds of clients in a more scalable way using webinars, demos, and instructional content.

Managed in-house and freelance team of content writers and SEO specialists in steering the firm's online efforts, resulting in the acquisition of hundreds of clients and over $1M in settlement fee revenue in a highly competitive environment.Created more than 20 websites based on specific practice areas, ran all paid media campaigns and wrote press releases.