Lead the strategy for the marketing organization, inclusive of, Brand & Communications, Digital & Demand, Customer Adoption and In-Product, and Web & Analytics, focused on addressing the goals throughout the lifecycle journey. Led strategy through several large scale transformative initiatives, all while continuing to build and scale a team and support aggressive YoY growth goals. Grew marketing organization from 4 to 25 full time employees, adding new capabilities to the team and significantly increasing our support for the business.Manage multi-million dollar annual budget, focused on improving efficiency and achieving the greatest ROI.Set annual and quarterly goals and KPIs aligned to business objectives and priorities.Evaluated, selected, and led team through complete overhaul of marketing tech stack, increasing our digital capabilities with new Digital Experience Platform (DXP includes CMS, DAM, marketing automation, personalization and CDP). Developed and launched new ShareFile brand, including brand strategy and platform, visual identity (logos, font, colors, photography, illustration and animation), and 3rd party brand strategy validation.Transformed ShareFile.com, with new information architecture, site design, user experience, branding, content and two eCommerce flows. New eCommerce flows are performing 4x better and driving higher average sales price per transaction. Successfully supported several key vertical product launches with comprehensive, omnichannel marketing plans.Drove demand, through eCommerce and trials as well as MQLs, to support over 20% YoY growth.

Marketing executive responsible for driving monthly recurring revenue for Citrix SaaS business across small, medium and mid-market business segments in both US and EMEA. Strong people leader, focused on delivering results and creating sales-ready leads and trials through an integrated digital-first approach. Channels include, SEM, SEO, web, paid media, paid social, webinars, events, and nurture marketing. Led acquisition marketing designed to deliver on business and customer outcomes inclusive of creating and driving marketing strategies, overseeing program execution, developing forecast and conducting ROI analysis.Built and managed high performing and engaged marketing team focused on customer acquisition, revenue growth and performance optimization through A/B testing. Fostered spirit of testing, measurement and analytics to guide program pivots. Used data-driven approach to support resource allocation. Held team accountable for optimizing channel performance. Regularly partnered cross functionally with internal and external partners to ensure success, including Sales, Analytics, Finance, Web, Product Marketing, Product Management, Content and Creative, and advertising agencies.

Responsible for building an integrated demand generation marketing strategy to drive marketing’s contribution to company revenue. Led and managed high performing team of marketing program managers as well as lead development representatives. Developed multichannel quarterly programs to support marketing strategy including, integrated lead generation and lead development campaigns and prospect and customer lead nurture programs. Guided and oversaw marketing program execution including, content marketing, email marketing, sales enablement tools, direct mail, inbound/outbound calling and digital marketing, to ensure goals of team would be met. Monitored and re-evaluated as needed to constantly improve outcomes and deliver maximum “sales ready” opportunities to sales team. Worked with cross-functional teams including, sales, sales operations, product management, analytics team to ensure tight stakeholder alignment. Maximized the use of Salesforce.com and Marketo to provide closed-loop reporting on lead conversion efforts, key insights into buyer behavior, marketing analytics and funnel performance. Analyzed complex data sets to provide actionable insights for marketing programs. Owned the marketing analytics and report of progress to plan. Utilized salesforce.com dashboards extensively to allow broad access to the latest program results. Led team that directly contributed over $100M in pipeline opportunities and over 50 closed/won deals.

• Responsible for strategic marketing initiatives to the acute (hospital) client segment including the planning and the development of comprehensive yearly marketing plans. Collaborated, consolidated, and analyzed information from cross-functional team members to globally reflect needs of segment and ensure marketing plans aligned to the sales goals of the organization. Actively used pipeline analysis, whitespace reports, marketing analytics and ROI to drive decisions on marketing efforts and strategic areas of focus. Managed tactical execution including, managing numerous partner relationships, list development and management, working with in house creative team, writing marketing materials, establishing effective tracking mechanisms, and analyzing results post-campaign.

• Founded and built successful direct sales organization consisting of more than twenty independent contractors throughout the United States.• Visionary behind company brand, strategy and product. • Developed full retail website and company collateral. Worked with agency on creative development and execution. • Integrated sophisticated web-based back office, enabling the sales force to efficiently manage their remote operations including entering orders, view product availability, track order status and access their compensation. • Established overseas manufacturing relationships in China. Worked closely with vendor to optimize product quality, ensure unique designs were implemented to specifications, and inventory management systems were followed all while maintaining corporate profitability objectives.• Determined all product pricing and customer promotions. • Created compensation plan for sales organization including management. • Actively hired and trained independent contractors on product, promotions, sales techniques, company policies and procedures. Provided ongoing sales support and coaching through online messaging tools and sales meetings.• Created comprehensive annual marketing plan including online advertising (SEO and SEM), e-mail marketing, traditional media, in-person events and tradeshows. • Venture was backed by angel investors who brought years of valued corporate and entrepreneurial experience and served as ongoing advisors. Reported on a quarterly basis to investors.

Product Marketing• Wrote the product requirements for the networksolutions.com domain name renewal center, including, defining functionality, usability, user interface, content, and customer support. • Created renewal promotional plans designed to increase retention rates and average term per customer. • Led and managed relationships with a cross-functional team during the product development process, consisting of, customer experience, engineering, quality assurance, legal, and finance. • Responsible for product positioning, customer messaging, and marketing communications launch activities to support product roll out.• Defined purchase flow and user interface, and developed content for idNames.com. Marketing Communications/ Partner Marketing• Managed the development of integrated national print advertising, direct mail, email, telemarketing, and online campaigns to drive leads and sales and build brand awareness in both retail and partner channels, and Fortune 500 clients. • Oversaw creative development with outside agencies and internal design resources and managed marketing program execution. • Responsible for planning, budgeting, managing, and reporting of a multi-million dollar marketing program and budget.• Managed European advertising initiatives for France, Germany and the UK. Created co-branded program designed to generate partner leads.• Developed and managed company bill insert and welcome kit programs. Offered customers targeted promotions designed to increase revenue per customer and co-promote partner and Network Solutions value-added services.• Developed co-op marketing plan for channel marketing program. Forecasted performance and budget requirements and created co-branded marketing materials available for partners to utilize with their co-op or market development funds. • Created and managed marketing programs and promotions for Affiliate network.

• Assisted in the development of multi-media marketing programs for new product launches.• Successfully developed, launched, implemented, and monitored effectiveness of corporate product promotions.• Designated as single point of contact for all broadcast field communications.• Created unique marketing programs for Platinum (top revenue producing) resellers utilizing co-op and market development funds to drive product sales.• Implemented public relations programs, including, identifying and responding to editorial opportunities, press release approval, production, and distribution of releases.• Managed company trade show program. Responsible for all marketing pre-show, at-the-show, and post-show.

• Prepared over 200 proposals, marketing packages, and statements of qualifications to federal, state, and local government agencies, as well as private clients.• Managed marketing database.