I joined Coupa to drive category creation and revenue through strategic analyst relations leadership. I have led analyst relations through the company’s rapid growth and significantly expanded product portfolio, driving the creation of the new Source to Pay market category in the process and achieving leadership status for Coupa in 27 out of 30 reports in which the company is currently evaluated. Notable accomplishments:• Guide company to leadership across 27 current (not obsolete) analyst reports.• Influence >90% of new business revenue through analyst reports and related sales enablement.• Drive new category creation, consolidating siloed categories of spend management software, resulting in new category recognition in the form of the first Forrester Wave (2022) and the first Gartner Magic Quadrant (2023).• Lead company to Gartner Peer Insights Customers Choice Distinction five years in a row.• Turn AR success into revenue through partnership with growth marketing teams to bring analyst successes to market, and by developing sales enablement content and programs to facilitate effective use of analyst recognition in the sales cycle.• Scale analyst relations program as Coupa’s portfolio grows, hiring and developing a team of high performers.• Facilitate strategic leveraging of analyst relationships by bringing in analyst insights and expertise to inform product strategy, corporate development, and overall company strategy.

I led Marketo's analyst relations functions through a hypergrowth period during which the company cemented its position as the clear category leader for B2B Marketing Automation, validated by all major analyst firms. My work to establish and maintain this leadership position had a direct impact on the company's 2018 acquisition by Adobe.Notable accomplishments: • Within my first year of employment, led Marketo to category leadership in six major reports, achieving significantly improved position in all six during first year of employment, and maintaining or improving the position in subsequent reports. • Grew Marketo's base of analysts to >120 analysts across >25 firms, achieving significant increase in published coverage and analyst accolades. • Partnered to drive value of analyst relationships and insights across product marketing, product mgmt., corporate communications, demand gen and sales teams • Led sales enablement program around analyst relations content, enabling more strategic and effective use of Marketo's analyst success as sales learned how to apply the right analyst content at the right time in the deal, in the right way. • Launched Gartner Peer Insights program for the company in partnership with Customer Marketing and Success teams, achieving the highest scores and largest volume of any provider in the category.

I was asked by the Company to launch a global analyst relations program. The program was rolled out across a $2B product portfolio. It had two primary outcomes: it enabled a more market-centric approach to strategic planning and go-to-market planning, and it transformed awareness and perception of the Company and its brand among key influencers, bringing direct impacts on revenue generation. Notable accomplishments: • Launched and led to maturity a global, cross-portfolio analyst relations program that transformed brand awareness and image within the marketplace. • Developed and nurtured sustainable partnerships with key industry analysts and market influencers to effectively communicate IHS’s unique value proposition and brand story across the $2B product portfolio. • Leveraged analyst relationships to bring market-centric approach to Company’s strategic planning and go-to-market process through the conception, development and production of multiple Strategic Advisory Summits that teamed the C-suite, product strategists, and key analyst partners.• Partnered with leaders across sales, marketing and product management in the production of marketing collateral and campaigns to translate positive analyst coverage into new leads. • Broke down organizational silos and teamed cross-portfolio product strategists, business line leaders, marketing executives and the C-suite to drive impactful influencer communications programs and partnering activities.• Drove brand recognition and revenue through highly favorable third party coverage and a resultant increase in new business referrals.• Deployed internal communications programs across the global enterprise to to evangelize analyst relations program and showcase its impact on brand perception and revenue generation.

Notable accomplishments:• Responsible for strategic planning and global implementation of product marketing, communications and external relations programs for marketing organization representing multi-billion dollar product portfolio.• Launched three net new strategic partnerships with key industry associations, resulting in new product collaboration opportunities, significantly increased brand visibility and a referenceability that directly influenced deal closures.• Leveraged third party market analysts and primary market research to bring market-in approach to strategic product and go-to-market planning .• Championed the brand and drove revenue through the production of sales enablement toolkits, executive presentations, case studies, white papers, website and social media content, etc.

I served as a marketing lead in the Company's newly formed Environmental business line. The division brought together an array of enterprise software solutions in a way that the market had never before seen, and that significantly increased the value proposition. My job was to develop a positioning and messaging framework to capture and articulate this value proposition and then to team within the group and across the sales, product management, and corporate communications organizations to provide the partnerships, communications programs, and outbound marketing campaigns that would enable the Company to unlock the full potential of its new business line.Notable accomplishments: • Developed solution-based messaging and associated outbound marketing programs to communicate the value proposition of newly acquired and integrated solutions.• Transitioned 6 global strategic partner relationships through period of acquisition and associated major organizational change and change to partnering model.• Implemented content-rich product marketing to drive double digit revenue growth in first year, using internet and e-mail marketing channels, sales toolkits, webinars and in-person events, etc.• Cultivated relationships with top-tier third party influencers to promote awareness of IHS solutions in alignment with product and corporate level brand strategy.• Managed strategic relationships with industry association partners, consulting partners, and integration partners, growing the partner program to double its activity in the first year after acquisition.• Planned and implemented internal communications programs to evangelize new business unit across the global organization, resulting in increased engagement from worldwide sales staff and more effective results of sales efforts.• Led customer advocacy programs to transition customer base through acquisition period and assure continued engagement and high rates of customer success and satisfaction.

I was the seniormost marketing leader in charge of the marketing strategy, inbound and outbound marketing programs and the marketing team that grew this enterprise software / green tech company from startup stage to recognized industry leader to eventual acquisition by the world leader in information solutions.Notable accomplishments:• Owned marketing strategy and programs that led enterprise software company from startup stage through to market leadership and successful acquisition.• Oversaw go-to-market strategy, planning and execution for three new products.• Drove two successful website redevelopments from creative conception to project management to launch, finishing on budget and on time.• Implemented targeted digital programs that led to 400% increase in revenue stream from website-generated leads within one year. • Leveraged SMEs in content marketing programs to position company as recognized thought leader in the sector and lead the company to multiple awards and recognition for leadership in green tech solutions.• Developed customer advocacy and customer reference programs, resulting in increased customer satisfaction and customer referenceability.• Produced dozens of customer, partner and prospect events, growing annual customer conferences from 30 people to 500+.

I was a founding partner in charge of product strategy, marketing and business development for this company which provided an Internet-driven, market-transforming package of foreign-language books and periodicals for university and public libraries, as well as an array of specialized services associated with the processing and cataloging of these materials. We utilized a disruptive e-strategy to transform the way libraries selected, acquired and processed foreign language books. Our model rendered these materials more accessible at much lower cost to libraries than ever before. The strategy was so successful that the Company quickly overtook its competitors to become the leader in its market segment. More importantly, it paved the way for a new paradigm for foreign language materials acquisitions in the library world.Notable customers -clients from the earliest stages of the Company- include UC Berkeley, University of Michigan, New York Public Library, The Library of Congress, and many more.