Initial role included virtual VP of Marketing for an Austin-based Healthcare Software & Services provider within two Business Units (BUs). Led all integrated marketing and lead generation activities, developing comprhensive 1H2019 Marketing Plans & Calendars. Working with CMO, GMs and VPs of Sales, developed a series of thought leadership, lead gen programs and national/regional tradeshows and conferences to increase brand awareness, drive MQLs and demo requests, delivering ROI and driving revenue.Core Programs:Thought Leadership & Content – Developed a consistent, measured content development and thought-leadership cadence though a variety of webinars, whitepapers and useful tools. Critical to a successful planning cycle was development of a comprehensive thought leadership roadmap and content calendar. Researched relevant customer problems like upcoming PDPM changes, new F tag requirements and the “real costs” associated with rehab inpatient teams. Team fleshed out each concept for webinars, expert speakers and content pieces, for top, middle or bottom funnel prospects. Trade Shows, Conferences & Events – Worked with Sales VPs to strategically plan out core National/Regional Events, implementing sound “closed-looped” processes/procedures optimizing event impact to drive increased demo requests and MQLs. Webinar Planning & Execution – Developed thought leadership roadmap with Senior Executives and Product Management for both BUs, quickly lining-up respected experts to speak at events. Planning and execution included developing compelling titles, content, writing webinar scripts, slide development, moderating live event and post-webinar content. Results varied from 7-15 demo requests per webinar based on attendance, plus additional MQLs. Marketo Nurture Programs – Developed conversion rate optimization processes, while implementing A/B testing, producing Executive summary reporting to measure results and derive insights to adapt and drive decisions.

Created and launched LSO’s overall brand identity, demand generation efforts and digital marketing presence in developing a compelling inbound marcom strategy. Included a new strategic positioning platform, transforming LSO's Social Media strategy, debuts of Marketo Marketing Automation platform, LSO blog and company eNewsletter. With limited budget, re-branding and updated website for B2B focus resulted in a 13.8% B2B revenue increase – totaling $5.5MM.Developed and executed customer “Win Back” email nurture program. Utilized Marketo to re-start lapsed customers, including A/B testing of copy and creative. Program drove $788K of incremental revenue in 6 months. Led strategy and initiated marketing partnership & cooperative marketing programs with Pierbridge – LSO’s enterprise SaaS software shipping solution partner. Co-developed proprietary version of software, called Transtream – marketed to all mid-size to large LSO customers and prospects. After increased cooperative marketing efforts over the past 2 years, almost 29% of LSO customers have migrated over to Transtream for their shipping needs.Launched Marketo-based sales enablement program, providing field with tools based on deal stage in Dynamics CRM, accelerating the sales cycle by 30% for B2B accounts. Inventory and mapping of tools to sales stages with single content repository for seamless, simplified process. Led a data-driven customer portfolio analysis study – resulted in 19.8% revenue increase totaling $7.9MM. Study garnered insights targeting new marketing programs on higher yield SIC codes/verticals.Introduced “New customer on-boarding program”, including "in-person” Welcome Call, layered nurture email program to kick-start 1st shipment. From 2009-12 – retention levels averaged ~ 57%. From 2013 forward there is a marked improvement – up to ~ 75%. Developed and implemented a 3 question Net Promoter Score survey - using customer feedback to make operational and customer service improvements.

Led, supervised and managed multiple account teams, 10+ people, consisting of all agency Clients. Led and managed Account Service team for a full service Advertising & Marketing agency. Responsible for Agency RFP process which landed $4 million in new TxDOT business and DSHS Agency of Record contracts. Strategic partner to clients, responsible for creating measured, innovative strategies that achieve specific marketing and advertising goals, while distilling them into actionable solutions through creative executions, cutting-edge and targeted media solutions, public relations campaigns, strategic corporate partnerships and grassroots outreach programs. Track and monitor metrics to track campaign success and ROI. Responsible for the writing and development of marketing plans, creative briefs, RFPs, SOWs and customer case studies.

Built a team of 10 global HP employees and external Agency partners to develop a worldwide search marketing strategy, transforming HP into an industry leader in strategy and execution through visionary thought leadership and governance programs. Results:Programs grew natural search traffic 52% in a year, totaling 40% of total HP.com traffic - driving $7.6MM of revenue.Built a culture of Search Marketing excellence within HP on a global basis through the development of a Global Search Center of Excellence (COE). Hand-picked an “Elite Search Council” of PPC and SEO thought leaders who developed HP’s core Search programs and global strategy.Drove greater collaboration and best practice usage across HP regions by developing a one-stop shop, global “Search Knowledge Portal” – housing uniform best practices, training, videos & content. Led and hosted a 2 ½ day Global Search Workshop for all HP Businesses, where the Search Council introduced a SEO page template to promote near perfect on-page optimization elements.

Directed global digital advertising for Search Engine Marketing programs and $28MM budget for HP’s Imaging & Printing Group worldwide business operations team. Results:Developed and launched HP’s first Paid Search Conquesting campaign for OJ Pro Printers – an HP Circle Award Finalist. 2 million+ visits to campaign landing page drove $4.6MM in consumer sales with a 25X ROI. Global experience working with multiple foreign subsidiaries and managing worldwide ad agency activities and services. Platform development lead for driving business requirements around the evolution of a scalable SEM bid optimization and reporting system – saving HP $2.8MM worldwide. Extensive experience managing large budgets to ROI deliverable targets including acquisition, engagement, retention & loyalty. Proven track record focused on global digital marketing strategies and operations, developing robust, scalable processes and systems for delivering data-driven results. Outcomes – overall increases in traffic, click-through rates, conversion rates and orders.

Spearheaded Marcom Plan and drove all key Marketing and Communications for HP’s Integrity Systems portfolio (servers, software, etc.). Results:Drove 7,981 unique visitors and 800+ attendees, orchestrating a live web event – “Work Smarter. Sleep Better.” – a 30-minute broadcast/chat, featuring HP Senior Vice President TSG, Ann Livermore with an IDC Analyst.Led new messaging platform/value proposition for Integrity brand – developing a clear, cohesive corporate strategy and storyline, combining the assets/benefits of the business under one brand.Wrote HP Integrity video script produced with former HP CEO Mark Hurd, garnering 1.1MM views.

Led strategic Messaging development and positioning for SMB and several divisions of HP. Delivered new Strategic Messaging Platform with goal of increasing preference for HP’s SMB offerings (HP Smart Office portfolio) - providing an entire portfolio of products and services for SMBs. Results: Analyzed SMB business, conducted interviews and created uniquely defined, simple-to-understand strategic positioning & messaging platforms, leading to a cohesive, unified organizational strategy.Guidance to teams: • Use “ruthlessly consistent” communications to drive programs, services and products. • Strategic positioning and messaging is really the marketing foundation that uniquely positions the company and product portfolio, aligning messages and the many supporting details to reflect the customer problems the company solves, its capabilities and the benefits delivered.

Co-led integrated Marketing Communications Plan – driving all key Marketing campaigns and communications for HP’s Worldwide Health and Education segments. Results:Advanced overall strategy delivering integrated Health & Education Public Sector Launches (HIMSS & RSNA Events) - Drove clear, powerful messaging and programs for use across various audiences to elevate and shift the positioning for HP to a solutions provider in the Health & Education domain.Directed and developed new strategic Messaging and positioning Platforms for HP Heath and Education segments.

Led all marketing activities for a successful launch of the HP Document Router. Built out “trigger-based, multi-touch” demand gen campaigns – branching according to responses and a pre-defined set of rules. Results:Reinvented the direct-marketing/lead generation model “dialogue strategy” for HP that drove above average response rates for HP direct mail programs – averaged 2.8% vs. 1% industry average. Made “Marketing” an asset to senior management by building trusted relationships with qualified prospects. Goals included developing solid leads and earning their business, when they are ready to purchase. Defined and implemented key operational lead generation processes, including an end-to-end lead scoring and nurture system. Developed specific content tied to personas along various points of the sales cycle.Injected measurement and continuous optimization into HP business operations by looking at the digital body language of prospects and providing relevant content that solves their customer problem – all aligned to the different personas of the target market. Led a cross-sectional team at HP (product marketing, customer support, channels, professional services, sales and management) that developed and communicated relevant, consistent Marketing messages, driven from a strategic messaging platform, in all programs/materials. Lead Generation Programs: Measurable Return on Investment: • Demand Gen “early dialogue” direct mail for HP Doc Router: All lead gen programs response rates exceeded 2.2%, one mailer for the program received a 4.2% response rate. (average response rate is .5 – 1 %).• HP Database building: Gathered 24,204 mid-market contacts from lead gen programs of which 6,148 were confirmed and qualified A, B, and C leads.

Primary Accounts: Hewlett-Packard and Dell Computer CorporationLed, supervised and managed multiple account teams consisting of all agency Clients and over 20 employees. Responsible for achieving 65% of agency revenue goals each month and increased billings over 35% in one year, realizing the most profitable two months in the 20-year history of the agency.