Leading a strategic and operational transformation of the business to accelerate revenue growth and drive product innovation.

Member of CMO and CFO leadership teams. Promoted from director and led transformation of the marketing operations function as a key part of companywide digital transformation to cloud-based SaaS. Oversaw end-to-end modernization, transformed analytics and reporting capabilities, right-sized teams, introduced enterprise data management, developed the marketing technology roadmap. • Transformed reporting & analytics capabilities thru technology, role & skill development, agile method; transformed simple website and channel reporting into digital channel analytics and customer insight generation- Empowered CMO to measure spend performance, creating a culture of accountability- Removed barriers to being data driven by launching self-service data viz capabilities- Developed customer engagement KPI which was adopted at Board level • Led development of martech stack to support modernization and digital channel expansion, especially marketing automation platform, integration with sales CRM, and cross-channel campaign integration- Reduced lead qualification and routing time from weeks to hours- Delivered unified campaign management workflow across all marketing functions- Delivered automated cross channel lead nurturing workflows• Created company's first enterprise data management practice, consolidating marketing data sources and connecting finance & sales data by developing customer master; introduced hygiene- Enabled delivery of 360 view of customer with marketing, sales, finance, and services data- Created new enterprise BI architecture to address gaps in data necessary for strategy development, target setting, sales coverage planning, ABM planning, and channel execution• Challenged with high turnover in senior functional leadership, ongoing strategy refinement- Anticipated needs of a new CMO, added capabilities, restructured teams, drove prioritization- Grew team of 4 into 24, including offshore to enable scaling while under budget pressure

Recruited as digital marketing manager and promoted 2X to develop and manage digital marketing strategy to increase lead volume and conversion while bringing greater alignment between marketing and sales functions• Challenged with absence of digital marketing capability and trusted tracking of lead generation from marketing to sales- Won business case for company's first marketing automation platform (MAP), implemented solution and developed new team to leverage for automated email campaigns, automated customer segmentations, web form capture of leads, automated lead qualification & routing to sales, implemented closed feedback loop with sales- Broke down data silos to create enterprise marketing database of record- Reduced lead routing time from weeks to days- Increased sales acceptance of leads by 30%- Tripled lead acquisition volume in the digital channel• Introduced B2B buyer journey strategy to marketing teams, allowing team to methodically tailor messaging and match customer mindset from awareness to consideration and buying decision• Created alignment between marketing and sales leadership by developing trusted process and reporting of lead lifecycle management; VP's able to discuss facts, not anecdotes, led to cycle of continuous improvement in revenue operations process

• Promoted to lead turnaround strategy of declining $9M e-Commerce channel• Grew sales to $11.5M after introducing variable pricing model strategy, developing automated up-sell recommendation engine and implementing behavior-segmented campaigns to drive repeats and create optimized conversions

Newly created role. I was hired to bring digital marketing capabilities into the mix for multiple business lines. Launched email marketing programs, website optimization and search engine optimization. Led a virtual team across multiple marketing units to spread best practices.

Formative experience working in small entrepreneur-led company. Exposed to business critical need to measure and optimize tactics and channels, which has stuck with me throughout my career. My most interesting accomplishment? Helping company meet payroll one month by developing and marketing a new product within 30 days