As VP of Marketing at TravelNet Solutions (TNS), I’ve built a high-performing marketing function rooted in a product-led growth strategy, enabled by scalable product marketing and go-to-market frameworks. By integrating account-based marketing (ABM), digital marketing, and emphasizing brand management and media/industry relations, I’ve driven substantial pipeline and annual recurring revenue (ARR) growth from new logo acquisitions and deeper penetration into existing accounts.Under my leadership, marketing-generated pipeline reached 104% of target and led to consistently higher-than-expected opportunity win rates. The introduction of an ABM program, targeting high-value accounts, has enhanced sales and marketing alignment, enabling us to successfully push further into the enterprise segment, evidenced by a year-over-year (YoY) increase of over 40% in average annual contract values (AACV).I led the development of a cohesive brand strategy that unified multiple acquired brands, enhancing our market presence and customer trust. Central to this strategy was the launch of a new website focused on improved user experience (UX) and tailored to our core customer personas, which significantly boosted engagement—organic traffic grew by 37%, session duration increased by over 15%, and key events (conversions) nearly doubled. A comprehensive digital strategy elevated our brand identity while materially lowering customer acquisition costs (CAC) and increasing return on investment (ROI).My data-driven approach informs every aspect of our function, enabling effective tracking, analysis, and iteration across owned, paid, and earned media. A robust thought leadership strategy plays a crucial role in our marketing communications (marcomms) success and lead generation efforts. I have established a consistent personal presence in the short-term vacation rental industry as a conference speaker and content contributor, further strengthening our brand’s authority and visibility.

I created Foundations Hockey to make skills-based hockey training available through age-appropriate instruction, proper practice structure, and a fun learning environment. By building programming and a highly-capable staff that focus on "teaching rather than instructing", Foundations Hockey has developed the skating and puck skills of hundreds of students who train with us throughout the year in several unique programs.We have partnered with the local municipal skating facility, the area's longest-established youth hockey club, and two global equipment and apparel suppliers to become the premiere hockey training resource in Baltimore County. In addition to weekly station-based training sessions, Foundations Hockey offers private and semi-private hockey lessons, skill-specific (skating, stickhandling, passing, and more) theme nights, a spring/summer tournament teams program, learn-to-play instruction for beginners, and full-day small area games, many of which support charitable organizations.Foundations Hockey has grown organically through a grass roots marketing program that includes both digital and offline channels. We have built out a high-performing web and e-commerce presence that ensures a high degree of responsiveness and great client experience. The Foundations brand is highly regarded by clients, partners, and others in our community thanks to a commitment to structure, open communication, diligent planning, and a focus on student enjoyment.Off the ice, my responsibility includes all day-to-day operations, digital marketing, client and partner recruitment, P&L management, risk management (insurance/accounting/legal), staffing, and curriculum development.

Guide client organizations in maximizing marketing effectiveness by identifying and capitalizing on opportunities for growth on both a strategic and operational level. Areas of specialization and focus include demand generation and lead nurturing, digital transformation/marketing automation, new product launch, and establishment of KPI’s to measure performance.

When off the shelf is off the table. That is both the tagline that I developed to exemplify the JACS Solutions value proposition and the philosophy that I applied to building and executing a marketing strategy that established a clear, recognizable identity for the company’s brand.By introducing progressive marketing concepts (digital fluency, analytics-based decision making, martech stack innovation, and omni-channel communications), I helped the organization to unleash the potential of its unique business model. Aligning marketing strategy and structure to revenue growth and customer diversification goals resulted in the creation of over $80M in new pipeline (>50% of annual revenue target) from lead generation activities, a 6x increase in year-over-year organic web traffic, and substantial improvement in many other leading indicators of company performance.The extraordinary team that I recruited, hired, and led brought a diverse set of skills across marketing and communications disciplines to JACS. From the ground up, we successfully established market research, marketing automation, campaign management, go-to-market, channel marketing, creative, and brand management processes that improved marketing effectiveness and enabled scalable entry into new verticals and application areas.

• Marketing subject matter expert to a corporate-wide enterprise architecture and digital transformation effort focused on extending marketing proficiency in demand generation, analytics, and digital customer experience.• Analyzed current state marketing capabilities and martech stack functionality to define a CRM and Marketing Automation strategy that enabled entry into new healthcare markets.• Directed a cross-functional team in the implementation of a highly-customized, Salesforce.com-based suite of e-commerce, sales enablement, lead nurturing, and campaign tracking tools.

• Created and implemented demand generation, product marketing, and sales enablement frameworks to scale the content partner network for a SaaS start-up.• Led a team of digital marketers in the roll-out of an organic and paid advertising strategy that increased inbound lead conversion and reduced average cost of acquisition.• Shaped product roadmap and go-to-market programs in partnership with engineering to optimize user experience which shortened on-boarding time.

Eventuosity is the first cloud-based marketing technology platform to provide logistics management, quality and cost controls, and business intelligence to one of the largest and most unchecked areas of corporate marketing spend…live meetings and events.• Founded and led a company to deliver cloud-based software solutions to optimize the operations of large-scale, business-to-business marketing events for over 1200 users globally.• Defined and executed market entry and omni-channel demand generation strategies that drove pre- and post-launch brand awareness and customer acquisition.• Set innovation roadmap and directed R&D efforts to translate customer feedback and market intelligence into viable platform features and maintain technical competitive advantage.• Established strong client relationships through interaction with influencers at all organizational levels and all stages of the buyer’s journey.• Developed and maintained relationships with private investors and economic development organizations to successfully raise seed operating capital.

• Transformed marketing from a traditional, out-sourced model to a self-contained, digital-first, and data-driven one that increased lead generation by more than 2.5x annually in under three months.• Established KPI’s to measure marketing performance and link the employee review process to quantitative objectives.• Redesigned messaging and content strategy to boost marketing ROI with focus on growth of digital ad impressions, increased conversion, and lower cost of acquisition. • Formulated a marketing automation strategy and partnered with IT to oversee a martech stack implementation that improved efficiency, reducing spending by 25%.

• Reshaped the product marketing function of a distressed business unit to more effectively prioritize initiatives and clearly articulate value to customers.• Updated channel and content strategy to grow top-of-funnel demand generation and partnered with Sales to develop a closed-loop lead nurturing process for improved conversion.• Applied lean management principles to identify root causes of prior performance shortfalls and make data-backed recommendations on future strategic direction.

• Successfully led the portfolio integration, market launch, end end-to-end lifecycle of organic and acquired products that exceeded annual revenue objectives.• Directed a cross-functional team in creating an extensive library of promotional and support assets to improve both internal and external understanding of technical product features.• Supported the business unit’s global re-branding effort as the representative subject matter expert in international press, trade events, and product launch tours.• Aligned portfolio and brand strategy of three acquired companies with existing roadmap during a period of high merger and acquisition (M&A) activity.

Head of Marketing - North America (2006 - 2011), Product Manager (2003 - 2006)• Tasked as the organization’s first marketing hire to define branding and product strategy and build a team to elevate North American market presence in support of an aggressive global expansion plan.• Upon promotion to the senior management team, I recruited, trained, and directed an award-winning product marketing and communications team.• Introduced a new product development and launch framework to enable numerous, industry-first innovations and improve time to revenue.• Instituted and led a globally-adopted sales enablement initiative that included the introduction of account-based marketing programs, an ongoing product and sales training curriculum, and the creation of an extensive set of tools and content resources.• Fully accountable for P&L of six product lines which consistently exceeded industry profitability benchmarks.• Published or presented editorial and commercial content in over a dozen media outlets to advance the company’s reputation as an authority on industry and technology topics.

• Led all field marketing activity, including sales proposal creation, for emerging technology solutions resulting in company-record top line revenue in targeted geography.• Recruited and managed sales channel and technology partners to extend market reach.• Represented company in multiple industry bodies as presenter, conference speaker, and contributor to definition of technology standards.

Manager - Product Marketing (1998 - 1999), Product Manager (1997 - 1998)• Introduced numerous new products, that were often first-to-market in their respective categories, generating over $100M in top line annual revenue. Responsible for product lifecycle management from concept to obsolescence.• Created and managed a market research function to identify and capitalize on new market opportunities.• Promoted within months of hire to team leader with P&L responsibility for all company product lines.

Marketing Analyst (1995 - 1997), Assistant Manager - Market Planning @ Bell Atlantic Enterprises (1993 - 1995)• Provided demographic and market segmentation analysis necessary to build valuation models and sales forecasts for creation of new subsidiary.• Earned a role in resulting subsidiary to provide research and analysis as input to strategic business decisions.• Managed the development of a marketing information system that was successfully introduced to four sister companies, creating incremental revenue stream for the organization.