Built a globally scalable B2B demand generation engine for Beyond Meat’s foodservice business group. Successfully led and managed a team of marketing professionals who planned and implemented industry-first demand generation initiatives to drive significant awareness, engagement, and growth within the foodservice (commercial and non-commercial) sector. Collaborated cross-functionally to align initiatives with product launches, enhancing customer acquisition and retention. Met or exceeded all monthly MQL targets.• Implemented an external SDR provider and increased sales opportunity pipeline by 2.5x within 3 months.• Brought marketing operations in-house (including email, advertising, creative development, analytics, and reporting), increasing speed to execution by 2x with annual projected savings of $50K in agency fees. • Developed and deployed an in-house tracking and reporting process that successfully measures true effectiveness, performance, and ROI of the marketing spend through the entire sales funnel.• Spearheaded innovative lead generation programs that surpassed internal benchmarks, resulting in a substantial increase in qualified leads and measurable sales growth.• Worked with the content marketing and sales teams to develop (write, drive review process, publish) and promote marketing materials to drive awareness and interest.• Leveraged trade event marketing to drive awareness and consideration of Beyond Meat’s Foodservice capabilities with prospective customers.

Managed global teams with global responsibilities covering digital marketing, demand generation, paid media (digital first), marketing automation, data/analytics/reporting, and website management/SEO/marketing. Liaised and collaborated with many teams (product strategy, marketing, sales, research, corporate branding & communications) across Moody’s to plan and execute go-to-market initiatives for our data and SaaS products to meet aggressive commercial targets. Maintained optimal performance of brand, demand generation, and other go-to-market initiatives. Established close alignment with BDRs and Sales leadership to monitor MQL quality and worked collaboratively to optimize conversion to SQL. Provided key insights and regularly presented executive-level updates on a monthly and quarterly basis. Met or exceeded all monthly MQL targets.• Designed a global end-to-end data management and lead tracking process to calculate ROI and ROAS for all marketing initiatives (online and offline) across nine countries.• Optimized channel budget allocations, creative assignments, and targeting across five paid digital channels and nine countries (four languages) for annual advertising campaign. Lowered overall CPC by 70% and increased MQLs generated by 20% month-over-month. Exceeded campaign MQL targets.• Project management oversight to build Moody’s ESG Solution’s first commercial website. Responsible for ongoing site content maintenance and performance (SEO, accessibility, and analytics).• Expanded and managed advertising and marketing technology (including Marketo, Adobe Experience Manager, Adobe Analytics, Google Analytics, Datorama, Demandbase, and LiveRamp.• Key contributor to award winning Comprehensive Coverage campaign. 2022 Winner: Most Effective Campaign for Green Product - Financial Services Forum. 2022 Winner: Creative Execution Multi-Audience Targeted - Gramercy Institute. 2022 Finalist: Best High Impact Campaign - The Drum Awards Digital Advertising APAC.

Owned the strategic direction and guidance for all digital marketing and demand generation efforts for Chamberlain University. The liaison to business leadership, working and collaborating directly with key stakeholders. Provided digital solutions to business challenges and regular business updates to leadership teams. Led a cross-functional team of digital marketing professionals to drive qualified traffic and MQLs using paid search, paid social, programmatic display, SEO, CRO, and email (marketing automation). Used data-driven insights and analytics to inform strategic decisions and maximize MQL pipeline across all digital channels. • Deep analysis into campaign data with performance marketing agency delivered critical and immediate tactics and strategies to counter rising CPC, CPL, and scalability issues in paid search.• Addressed urgent rising MQL costs in paid social campaigns by changing Facebook’s campaign structure to deliver better optimization and creatively finding larger audiences at a lower CPL.• Partnered with business stakeholders to deliver the first integrated marketing project request process.

Led team of experienced digital marketing professionals providing execution, optimization, data management, reporting, and analysis to meet the B2B and B2B2C demand generation needs for eight priority countries. Formed Digital Center of Excellence to foster global internal partnerships, share knowledge, and drive change. Managed global external agencies and ad technology partners, including budgets, objectives, timelines, and planning. Provided key insights and presented executive-level business updates on a monthly and quarterly basis. Worked closely with Business Intelligence group and provided key data to determine CAC and OKRs.• Optimized global data management and reporting process, enabling near real-time data for decision making.• B2B campaigns achieved up to 98% digital ad targeting accuracy and increased response rates by 10x.• Developed and implemented global A/B testing program for B2B targets, increased media ROI 40%.• Saved $300K annual agency fees by developing in-house digital advertising operations and reporting.

Promoted to ensure continued growth and efficiency of the US digital demand generation program by establishing optimization and testing strategies and tactics to maximize MQL pipeline and quality. Built and led top-performing demand generation team who delivered improvements to MQL pipeline in collaboration with key internal stakeholders. Ensured scientific validity of experiments by overseeing test design, execution, and data analysis.• Lowered web development project delivery times 40% by creating new collaborative process with IT.• Full funnel iterative optimization of mobile campaigns lowered CPL by 200% within 6 months.• Established significant new MQL-generating digital channels including paid social and programmatic native.

Promoted to new role leading all growth marketing initiatives to optimize and increase MQL volume and sales across all demand generation channels and tactics (direct mail, digital, email, website, landing pages, and content). Worked collaboratively with channel owners to achieve success. Delivered improvements in measurement, MQL volume, SQL volume, process, and personnel. Worked with BDR leadership to improve feedback on MQL quality. Provided process, procedures, and training for channel owners to ensure improvements were sustainable and scalable. Received Innovation Award for successful work using multi-variate testing in CRO.• Championed adoption of marketing automation platform Marketo; key member of implementation team and developed original demand generation campaign process and procedures for lead nurturing.• Lowered overall digital CPL by 20% within first 60 days of new role by implementing immediate optimization testing across all channels including email subject lines, creative, media mix, and landing pages.

Promoted to new demand generation optimization role focused on increasing MQL quality and volume through the testing and optimization of creative across digital (all channels, CRO) and offline channels (print, radio, TV). Owned and directed advertising agency relationships. Established test methodology for all demand generation programs. • Increased volume of MQL pipeline by 3x and conversion to SQL by 50% by using iterative testing to create innovative creative design and messaging.• Established formal test and learn culture throughout the organization, including all process and methodologies around successful execution of marketing experiments with scientific rigor.

Newly created digital marketing and demand generation leadership role. Developed and expanded all digital marketing processes and procedures. Owned and oversaw all digital demand generation initiatives including display, email, SEM, SEO, ad networks, and affiliate marketing programs. Directly managed strategy, budgeting, media buying, creative development, campaign tracking, data analysis, ad trafficking, external vendor relationships and advertising partnerships. Met and/or exceeded all monthly MQL targets while in this role.• Grew acquired digital marketing assets under management from $30M to over $300M in three years.• Established close alignment with BDRs to monitor the quality of the MQLs generated and worked collaboratively to optimize conversion to SQL.• New data management and tracking process delivered measurement of key campaign KPIs, ROAS, and establishing of CAC targets.