Leading and executing comprehensive marketing plans that attract, engage, and retain customers through Veriff’s Self-Serve platform. Crafting and implementing global marketing strategies that captivate and maintain a robust customer base. My expertise in digital marketing, combined with a passion for data-driven decision-making, empowers me to drive business growth and significantly enhance the customer experience. With a determined customer-centric approach, I ensure that our marketing activities are not only innovative but also highly effective in fostering customer loyalty.

Led global marketing SaaS and IoT business, generating unbroken top-line growth even across volatile periods. Defined and drove vision, mission, goals, and strategies by considering data, people, products, and opportunities. Positioned business to scale. Innovated product, content, and customer marketing—Spearheaded global launches, GTM programs, ABM and targeted campaigns, securing consistent measurable success. Recruited and built high-impact, dynamic teams, integrating members in all business areas. Encouraged close, dedicated work culture. Reported directly to CEO.ACHIEVEMENTS TRAJECTORY:• Commenced role during COVID-19 with limited budget and staff (Q4, 2020). Developed and executed strategic plan, increasing leads and revenue by +50% (2021). Secured +100% increase in MQLs, SQLs, wins, and revenue FY2 (2022). Continued growth trajectory with +48% ROI increase FY3 despite market-wide investor drawbacks forcing budget cuts and layoffs (down 62.5%).SELECT ACHIEVEMENTS:• Boosted sales-win ratio +35%. Developed tools, messaging, and competitive intelligence to support ease of sales closure. Trained and coached leaders in application.• Increased web traffic and followers +60% (each). Managed full website renovation, strengthening brand awareness and site leads. Re-engineered social media maneuvers.• Grew customer retention rates +5%. Streamlined onboarding process through strategically constructed emails and how-to video series.• Remediated failing online reviews presence, replacing single site with unfavorable evaluations with major locations averaging 4.3 stars (out of 5). Engaged with clients, driving collection of positive quotes and stories.

Drove SaaS business evolution, accelerating adoption and retention of cloud-communications solutions. Directed business priorities and growth at scale through relentless focus on conversions. Led high-budget teams (up to $10M), coaching members to invest and perform. Owned lead and demand generation, content development, customer marketing, conversions, and optimization. Developed data-driven client acquisition (B2B) and customer experience strategies. Defined e-commerce approach and SMB go-to-market (GTM) plans.MARKETING CHANNELS ESTABLISHED:Email, direct mail, digital, mobile, aggregators, affiliates & partnerships.NEW BUSINESS LEADERSHIP:Led all e-commerce efforts to drive revenue and growth, developing, managing, and iterating on the customer acquisition strategy (B2B). Leveraged web properties and digital channels. Directed marketing efforts to support e-commerce freemium and trial-based SaaS funnel. Grew new leads, converting site traffic through calls-to-action, landing pages, and other methods. Created pleasing customer experiences.SELECT ACHIEVEMENTS:• Hired as first marketing professional dedicated to advancing SMB-specific efforts. Created end-to-end demand generation campaigns, including segmented nurtures. Produced original content, webinars (15 in 2.5 years), and product demos.• Surpassed quarterly sign-up and revenue goals +30%. Launched first freemium products, driving +300K sign-ups Y1 and created SMB-specific content and web pages.• Transformed multifaceted lead generation engine from declining to +15% YOY growth. Optimized digital, email, SEM, social media, direct mail, events, and content marketing.• Increased customer adoption and upsells +15% and decreased churn +10%. Led client education on product benefits and capabilities.

Developed and led marketing for fast-growing startup, driving awareness, interest, and lead generation. Positioned company across consumer and business market segments in the smart lock/access control space. Spearheaded worldwide marketing activities, including brand development, corporate marketing, partner marketing, product marketing, and sales support.SELECT ACHIEVEMENTS:• Established first dedicated marketing department from the ground up, including vision and strategy.• Positioned startup as thought leader in Internet of Things (IoT) space.• Grew followers +20% within 6 months. • Enabled swift brand growth with B2B and B2C audiences, uncovering fresh revenue streams.

Managed partner marketing efforts, forming mutually beneficial alliances, generating business, and driving revenue. Developed demand-generation strategies across diverse stakeholders, meticulously analyzing performance metrics. Created adoption-forwarding marketing assets and collateral. Communicated with cross-functional leadership and partners to aggressively capture growth opportunities. Led the execution of the company’s presence at trade shows, conferences, and company-hosted events to generate new business.SELECT ACHIEVEMENTS:• Managed partner marketing activities and events garnering +25%–30% adoption rates.• Spearheaded targeted email campaigns leading to 20% open rates and exceptional signup rates.

Provided deep, broad-based marketing expertise for cloud-based software solutions, including product positioning, competitive analysis, customer collateral, and sales tools. Analyzed current market trends and customer buying habits to swiftly and effectively develop cogent strategies, increase visibility, and collaborate with clients.SELECT ACHIEVEMENTS:• Led successful first mobile apps launch.• Secured consistent, up-to-date voice, revamping 90%+ of datasheets, brochures, and sales tools.• Received high praise (colleagues and leadership) for excellence of deep-dive competitive analyses.

Led product and feature launches within B2C and B2B channels. Collaborated with cross-functional teams--product, sales, marketing, SEM/SEO, email, PR, and social media--to create high-impact go-to-market strategies. Conducted research and wrote key messaging for diverse target audiences. Delivered content and values-based sales tools, including datasheets, white papers, presentations, and competitive briefs. Spearheaded major initiatives in new target markets to cultivate partner sales channels, leveraging resellers and alliance partners.SELECT ACHIEVEMENTS:• Directed 2 largest product launches in prosumer and enterprise space. Achieved +29% sales increase, generating $4.5M MOM revenue.• Grew user base from 19M to 50M+. • Secured 16K monthly downloads of iOS / Android / Windows mobile apps.• Boosted welcome email open rate and email-based bookings with enhanced UI and messaging, growing revenue +$11K MOM. • Crafted branded toolbar messaging and optimized trialware flows, increasing enterprise trials +100%.

Returned to Symantec to evaluate market conditions and opportunities to create targeted marketing plans for OEM and strategic alliances. Drove product activations and revenue growth within the consumer and small business segments. Liaised with internal and external stakeholders across multiple regions to understand specific market opportunities. Facilitated alignment with global marketing strategy and corporate objectives.SELECT ACHIEVEMENTS:• Created comprehensive software-to-PC marketing programs incorporating sales training, sales SPIFF, and customer promotions through resellers and alliance partners. Secured 30+% attach rate.• Expanded emphasis beyond US marketing plan, implementing truly global strategy.

Led development, implementation, and management of revenue-generating alliance program. Identified potential partners in security, wireless, and network management areas, preparing detailed business justifications and spearheading negotiations to bring in new partners.SELECT ACHIEVEMENTS:• Orchestrated successful program development and launch, facilitating press and analyst coverage, and recruiting first 7 of 12 initial partners.

Developed and executed marketing strategy, deliverables, tools, and collateral for new product introductions aimed at mid and large-sized businesses. Fostered collaboration with cross-functional, global teams; ensured consistent alignment across all regions.SELECT ACHIEVEMENTS:• Led division's first solution-based offering, which became gold standard for future launches.• Drove worldwide marketing activities, penetrating new markets and increasing revenue +300%.

Championed and drove global consumer and small business marketing strategy.SELECT ACHIEVEMENTS: CONSUMER• Created global marketing strategies, achieving $1B revenue goal.SELECT ACHIEVEMENTS: SMALL BUSINESS• Formulated small business marketing plan and product positioning strategies, achieving +40% sales and $300M ARR.

Defined product requirements and managed P&L for $40M CRM product line.SELECT RESULTS:• Identified key customer needs and competitive pricing, increasing sales +25%.