As an instructor, I periodically partner with the PMA to teach new and seasoned product marketers core and advanced skills of the product marketing discipline. This spans areas of win-loss, competitive intelligence, pricing, OKRs, personas, positioning, messaging, GTM, sales enablement, analysis and cross-team collaboration.

Helping to launch to market the leading solution in the industry Gartner calls, External Attack Surface Management. CyCognito helps security teams solve the problem of business risks caused by unknown, unmanaged vulnerable or misconfigured assets cyberattackers use to breach their network and steal sensitive data. CyCognito is the only solution to give security teams the credibility to rule their risk.As a Sr. PMM, I focus on strategic positioning, storytelling and empowering sales and marketing to help differentiate and launch this new cybersecurity product to market.

★ Senior Product Marketing Manager ★The initial marketing hire to support the market positioning and go-to-market of this cybersecurity product from Northrop Grumman’s R&D with the intent to spin out the technology. Purchased by LLR, January 2017 and received $50 million in new funding for operations beyond the purchase price.Partner across the organization, CTO, development team, data scientists, threat researcher and sales to shape the message positioning for go-to-market content. Perform industry research, coach new business development reps, sit-in on and provide feedback for demo calls. Produce whitepapers, videos, collateral, case studies and competitive positioning. Cultivate social media content.• Coordinated launch activities for RSA 2016 for initial launch: 782 booth scans, 6 media and analyst briefings, 2 speaking engagements, 29 media write-ups in total as a result.• Collected objections from sales and SEs and coordinate with PM and dev to provide guidance• Influenced product roadmap based on calls w/ customers, dev/sales talks, enterprise experience★ Product Owner: Select and Implement Marketing Automation ★Upon acquisition by LLR, evaluated, selected and oversaw the implementation of marketing automation to be used by a future demand generation new hire. Leveraged marketing automation experience and PM skills to select the best-suited platform, negotiate a fair price and implement in addition to PMM responsibilities.• Selected Marketo to achieve objective-based goals both near-term and at least for 2-year growth considering needs and uses by marketing, sales and executive stakeholders• Escalation point for technical decisions and hurdles—particularly navigating and QA’ing technical issues in the implementation of security certificates which were problematic with company website• Managed the communication to the executive team on implementation timeline and status updates

★ Product Management ★Transitioning into Product Management, sought the advice and guidance of the VP of Product Management. Under his guidance, personal focus was on in-the-role experience by auditing Product Management, SCRUM and Engineering meetings. Worked with Scrum Agile tools (Jira), processes and interactions—applied the same concepts to the management of go-to-market campaigns.• Assisted the Director of UX with personas and user stories for the design and development of product• Debriefed and discussed observations and nuances with VP of PM weekly, gaining the perspective relationships and indirect influence have on product management• Obtained Level-III Pragmatic Marketing Certification and transitioned to Product Marketing once Good was acquired by BlackBerry★ Senior Manager, Marketing & Go-to-Market Campaigns ★Led demand generation and go-to-market campaigns driving net-new opportunities and nurturing a sizeable database of leads. Goal was to increase campaign performance and drive qualified leads accepted by sales. With a roll-up-the-sleeves startup mentality, crafted content for web campaigns and nurture programs to drive high-value responses. Hands-on in production process such as video editing to expedite timeline. Mapped buying cycle and aligned content to shorten deal cycle.• Member of the core team to integrate BoxTone and Good Technology during acquisition• Successful exit: $425M purchase by BlackBerry, November 2015• 2015 results were 70% growth over 2014; 190% of goal• $32M in marketing-sourced pipeline on-par with 11% projected 2015 pipeline contribution• Last webinar initiative generated 22 opportunities including $293k in closed business• 2-time Oracle Markie finalist for creating effective multi-use content• Crowning highlight: identified opportunity in to enhance the “free-trial” experience of cloud product to increase conversion rates. Proposed and lead execution of “during-trial nurture”—35% engagement

Hired to run modern marketing automation to scale efforts and grow the business. Promoted to manage graphic design role, marketing associate roles and on-board new grads and interns. Managed with a style to provide a platform for each to be passionate about their contributions and mentor to align to goals.Developed strategic campaigns aligned to buying stages. Wrote campaign copy and provided creative input across various mediums from digital to video to physical. Introduced snackable content with video by developing a repeatable process with decreased production time. Video storyboarding, voiceover script writing and developed capability metaphors for concise product demo videos.Analyzed web behavior and demographic info to understand personas for targeting campaigns. Produced actionable intelligence reporting and lead scoring to drive initiatives and prioritize sales efforts.• Over 4 years, revenue grew 250% and marketing-sourced revenue grew to 50% of all business• Orchestrated tradeshow presence and attended consistently 2013–2014 with impressive at-show engagement; nuanced, qualitative understanding of audience persona directly influenced campaigns• Developed strong cross-departmental trust with sales, product development and others in the organization. Partnering with sales leaders, enhanced the marketing-to- sales handoff for better results

At Berkshire Associates, I gained significant BtoB experience targeting Fortune 500 and 1000 companies. During this time, I strengthened my autonomy with branding, messaging, go-to-market product positioning, campaign development, web marketing and hands-on technical skills.The company goals and objectives were given to me, but the approach was left for interpretation. As the driving force and hands-on implementer of the company’s direct marketing, I conceptualized, developed, managed, and executed integrated campaigns. My domain was everything direct – database and leads management, campaign messaging, email, mail, and web. Direct efforts were coordinated to work with tradeshow and print efforts.►Product Messaging Skills◄ Led the branding and go-to-market messaging of then-latest web-based software product. Pinpointed key product features and messaged for go-to-market positioning. We iconized market-differentiating features and made central to an integrated go-to-market campaign. Worked with product managers to develop messaging and positioning of service.►Technical Skills◄ In crafting a direct marketing plan, prioritized efforts on 3 pillars: Targeted, Personalized, and Relevant. To put philosophy to practice, enhanced my technical skills related to database and web marketing with formal training. Both my philosophy and technical know-how carries through and has been applied in each role since.►Noteworthy Accomplishments◄• Developed behavior tracking techniques—innovatively leveraging resources—yielding useful insight and planning for enhanced audience understanding, profiling and segmenting• Architected and orchestrated multi-channel campaign to launch new product• Crafted a tradeshow-attendee-targeted, integrated campaign with fulfillment, utilizing PURLs to a list with a one-time mailing restriction—11% response• Crafted a scalable, affordable and effective tradeshow-traffic driving initiative launched 3 times with an average 7% response

During this ad agency time, I adopted a fundamental approach.►Strategic Messaging◄ Before tracking was ubiquitous, there was direct mail – we had to show ROI. This wasn’t an agency of just pretty pictures and witty ads, it was an agency of results with efficiency of a machine. Euro taught me to message right – because that’s how results are consistently achieved. This was my start in mastering a “communication strategy” – 2-pages I would write using Euro’s formula to zero in on the message that would resonate and yield measurable results. Today, it’s the secret to my mental process.►Process, Procedure & Discipline◄ Giving me the best professional foundation I could have asked for, Euro trained me from the ground up on project management and fostered a “just make it happen” attitude. Started in ‘Traffic’ (agency-wide project flow manager) and ascended to plan and manage projects and budgets along with client and vendor expectations – while maintaining a positive agency image.►Experience◄ The unique opportunity to work across several industries with varying client-side structures and styles was a challenge that taught me well. As an AE, I insisted on providing quality. It was important that each client feel as though they were my only account and that I be able to provide knowledgeable professional guidance. My successful approach: Adapt – and adapt quickly. Lucky for me, I love learning new things! Working with the end in mind, I would always seek to understand my client’s objectives first – then align all efforts to achieve objectives. For the agency, it was important projects I managed be on-time, on-budget and at a profit. Beyond the learned management skills (project, relationship, etc.), I walked away with an aggressive, “roll up your sleeves” approach for speed to execution with an emphasis on the end in mind.►Client Roster◄ Chevy Chase Bank, Saab, Volvo, Rodale Publishing, Fairfield Resorts, Charles Schwab, NASDAQ, and Metal Construction Association.

Over 3 years experience selling wireless phones and services with the highest monthly sales numbers 80% of tenure and an unmatched sales-revenue record in 2000. Primary take-aways from this position that contribute to today are:►Sales Experience◄ Developed/applied a systematic approach to ‘guide’ customers quickly through the critical path of the purchase-decision process in a welcoming (and sometimes charming) way. Though transactions were expedited, customers felt in-control of their purchase. From a third-person perspective in this shopping-mall environment, the experience of purchasing their first mobile device seemed fun – which attracted more customers. Even today, the results from my fundamental approach applied from 1999 to 2003 are an influence to keep things simple: identify customer needs, present appropriate products and quickly close the sale.►Excel Experience◄ With enough college-trained Excel knowledge to be dangerous, proposed, designed, implemented and fully maintained a payroll process for 14 commission-based employees. This Excel experience was the foundation that has led to more advanced data capabilities today.