Led demand generation and growth marketing. Launched a new eCommerce initiative, expanded the traditional sales funnel, and crafted ABM programs.• Established the eCommerce conversion funnel and growth strategy resulting in an immediate purchase conversion rate of 2.5% and added an additional 2,400 MQLs per quarter to the pipeline.• Developed traditional CPL demand generation campaigns that increased MQL rates by 150% in the first quarter, with a 45% SQL rate of these leads.• Leveraged Marketo and Salesforce to streamline lead nurturing, resulting in a 30% increase in qualified leads within a 6 month timeframe.• Developed a series of webinars and related content to drive MQLs, with a qualified rate of over 250 leads per webinar.• Piloted marketing initiatives new to the organization, including LinkedIn conversational marketing, retargeting and display, leading to an incremental increase in MQLs of 15%.• Crafted and executed targeted Account-Based Marketing (ABM) initiatives, driving tailored campaigns that resulted in a 25% engagement rate and 6% conversion rate within key client accounts at Wind River.

Established and built a marketing strategy from scratch for an early-stage (Pre Series A) SaaS startup. Led all growth and marketing efforts, including demand generation, as well as marketing operations including CRM management and automation. • Increased lead flow by 55% by introducing MQLs to the sales funnel and created a new funnel of self-subscribers that went from virtually zero to a sustainable 20% of all first time subscribers.Improved overall LTV of subscribers from 2 months to 8 months through effective audience targeting, current customer communication & feedback while consistently improving ROAS.• Using CRM marketing tactics, started a nurture and re-engagement program with a MQL rate of 25% and a conversion rate of 5% from existing records or churned customers. • Began as an individual contributor and through successful return, able to start and run a small team of marketing specialists and designers.• Established a cadence of webinars and marketing collateral that generated a 10% conversion rate and added an additional 50 leads per event to the MQL pipeline.• Designed and implemented marketing automation including drip emails, product marketing to existing and churned customers and retargeting efforts, leading to a 3.5% winback rate and an increase in subscription retention lifetime.

Spearheaded growth and marketing initiatives for five SaaS products while serving as the senior advisor to the B2C marketing team.• Launched all marketing efforts from zero and grew to an annual ad budget of $5M across five SaaS platforms with a positive ROI. • Focused growth efforts on audiences that fit into higher MRR/ARR and LTV cohorts and was able to develop marketing from launch of 2:1 ROAS that grew to a 5:1 ROAS through optimization.• Managed and coached a team of 5 marketing specialists who executed my growth strategy across platforms and marketing channels.• Established an automation sequence platform for retargeting and emailing lost leads and churned customers. Through this process I was able to increase overall new customer conversion rate by 3% and increase customer winback percentage of 1.5%. • Ran third party partnership efforts to develop and execute co-marketing strategies with an MQL rate of 30%.

Established a direct-to-consumer (B2C/D2C) eCommerce business, owned and grew all eCommerce B2B sales accounts and launched a SaaS platform. Grew these units to over $15M in annual revenue in under two years.• Led a team of 16 highly-talented employees across marketing, sales, tech and merchandising.• Owned the sales and profitability of each business unit and developed forecasts/budgets based on selling curves, market trends and new initiatives.• Crafted and executed a comprehensive B2C eCommerce strategy encompassing marketing, brand growth, website optimization, and tier one marketplace utilization, resulting in a $5M annual revenue for this business unit.• Grew a B2B sales team focused on tier one eCommerce business to $10M annual revenue, an increase of 300% in two years.• Key leader in establishing the product and acquisition framework for the SaaS business and negotiated buying agreements with third party users leading to the successful launch of the application.

Foundational member of the eCommerce initiative. Launched a custom product B2C website that increased direct-to-consumer revenue from $10k/year to $1.5M/year.• Launched a full eCommerce program that took the business from an over-the-phone $10k/year B2C service to $1.5M eCommerce business.• Developed a marketing strategy focused on SEO, email and MQL/SQL handoff as a primary driver to support cost structures, while developing ROI positive paid marketing to incrementally grow traffic and sales.• Developed and negotiated buying and marketing programs with suppliers that added an additional 10% gross margin to purchases and allocated a supplier-sponsored increase of 5% marketing allowance for every dollar spent on growth.

Took over a significantly underperforming category and grew sales to over $100M in annual revenue while achieving EBITDA goals.• Managed and maintained P&Ls for each department within my category. This included establishing profit requirements from the merchandising and marketing teams and creating action items to hit these goals based on trends.• Managed and developed a team of 12 website merchandisers, marketing specialists, brand managers, and data integrity specialists .• Developed the merchandising and marketing standards implemented by my team on over 10 eCommerce websites and major marketplaces.• Increased category gross margin from 11% to 27% by implementing smart pricing and shipping strategies (including price automation), negotiating with freight carriers and optimizing marketing campaigns. • Grew a category reporting $55M annual revenue to over $100M by implementing best-in-practice strategies in eCommerce marketing, conversion funnels, pricing and website merchandising.