Collaborating with the CEO and COO to create and execute a strategic plan that leverages systems and technology to modernize marketing functions into a finely tuned machine that enables Caliber to grow & scale.

Non-profit organization supporting a community of 100s of local families per year through the childhood cancer journey.• Provide pro bono systems, IT, CRM and marketing automation consulting and operations assistance• Negotiated purchase of HubSpot and currently implementing all modules and migrating data• Identified & proposed method to streamline business operations from 5 systems to 1 while saving cost• Approve annual business plan relative to the budget, and solve business & financial challenges

After architecting, defining and delivering the CrowdStreet Marketplace and SaaS product over the company’s first six years as VP of Product, asked by the CEO and Chairman of the Board to serve as an internal cross-departmental growth consultant to scale CrowdStreet's primary business offering, the “CrowdStreet Marketplace”. Focused on evolving the company’s infrastructure through enhancements to systems, data integrations, technology and processes to enable growth. Championed compliance changes to gain FINRA approval as a Broker-Dealer and Advisor. Enabled CrowdStreet to raise $43M in Series-D capital in 2022, cross $4B in capital funded to date, reach a 300,000 investor community and syndicate over 700 CRE deals making it the largest direct-to-consumer commercial real estate investment portal in the world by 2022.• Served as an architectural consultant to the Product team for the previously defined roadmap, and assisted with resolving complex escalations• Redesigned the online investment workflow used by investors to submit investment offers, verify accreditation, e-sign documents and fund investments• Guided the operational rollout of an investor waiting list process• Launched HubSpot CRM, Service Hub & Knowledge Base to power Customer Care, Investor Relations & Marketing• Refined the Marketplace investment allocation policy to account for business expansion into fund products and private managed accounts with assets under management• Designed a solution to triangulate investor objectives vs. portfolio saturation and new offering attributes to enable CrowdStreet Advisors to determine the suitability of new investment opportunities relative to the investor’s thesis• Modernized OKR tracking from spreadsheets to Squadley with CFO/COO. Moved to Asana to link goals to projects• Led a team of 5 to streamline interdepartmental workflows by integrating key systems such as Salesforce, HubSpot, Formstack & Box, into a high-functioning solution

Led the Product, Engineering and Customer Success departments to complete the CrowdStreet Marketplace application and launch the first customers. Leveraged direct feedback from investors and “bullseye” sponsors (AKA customers) to enhance the product and customer journey. Efforts enabled soliciting capital for approximately 500 CRE deals, breaking the $1B threshold in capital raised for investment offerings to date and generating $8M in Series-B corporate funding.• Defined all product requirements and the product roadmap as the sole Product Manager for the company's first four years, then hired and managed the Product Management team• Led the Product Development team of 6-18 to achieve full market acceptance and complete a full product release to market after 4.5 years in development.• Crafted the five-year vision and three-year roadmap to evolve the product into the future• Created and ramped a 6 person Customer Success Team, wrote the implementation “playbook”, instilled a project management methodology, drove growth via best-in-class customer service while implementing 100s of customers• Leveraged voice-of-the-customer input from customer engagements to refine the product roadmap• Created and led a 12 person Customer Advisory Board• Formed a business partnership and integration with 3 SD-IRA custodians: Millennium Trust, Entrust & Equity Trust

“Founding Team” member leading Product, Engineering and Marketing. Built the core CrowdStreet MVP product from a prototype to achieve market viability while also establishing the CrowdStreet brand within the market. The product created allowed for customer #1, $1.6M in the Seed funding and a $3.5M Series-A.• Created the initial business strategy, mission & vision, OKRs and product plan, and evolved all annually for the next 8 years• Envisioned, architected, and led the development of all aspects of the CrowdStreet application, including the commercial real estate Marketplace, the investment transaction center, a SaaS product to enable sponsors to fundraise privately, and all administrative tools• Created and executed the marketing playbook, created banner ads using Adobe Photoshop, created overview videos via Adobe Premiere, and purchased ads via Google AdWords, LinkedIn & AdRoll• Tracked ad effectiveness, conversion rates, A/B test results, and website traffic patterns• Wrote & placed press releases, applied website changes, and contracted a website redesign• Setup the first CrowdStreet Marketplace customer and first syndicated offering, Mainstreet-Bloomington

Identified market expansion opportunities for a payment processing service targeting Homeowner Associations and small service businesses.• Pivoted the company from a single market focus (property management) to a multi-market focus, including expansion into two new verticals (lawn care and childcare)• Constructed a volume-tiered subscription pricing model based on cost analysis• Configured & implemented a marketing automation solution using drip e-marketing, landing pages and lead scoring to generate 100+ warm sales leads per week• Refined the corporate strategy, set sales goals, developed product requirements and created the product roadmap• Interviewed prospects, evaluated competitors, scored market fit, crafted marketing messages, analyzed costs, established volume pricing, and created launch plans• Co-directed a corporate website redesign, implemented Salesforce CRM, selected Pardot for Marketing Automation, and composed the sales pipeline management process

Spearheaded 3 year, $20M, 50+ person project to define, develop, launch & stabilize Sage Timberline Enterprise, a mid-market accounting solution for service companies and construction contractors.• Led a cross-departmental “lead” team of 12 Directors focused on product delivery & launch• Created & presented the quarterly roadmaps and product line strategic plans• Directed 5 Product Managers to define requirements & user stories across a 45 person engineering team• Established scorecards, key goals and KPIs to drive & measure product & delivery targets• Partnered with “bullseye” customers to identify product needs & validate designs• Conducted survey-based market research to concept-test a new solution, assess demand, evaluate delivery options, determine price-point sensitivity and establish pricing models• Created financial models to forecast opportunity & sales potential• Championed packaging design & development, product naming, positioning, website content, sales brochures, flash advertising pieces, customer testimonial videos and marketing collateral• Managed project management activities across 9 Agile teams by creating capacity forecasts, establishing release plans, reviewing new features at demos, evaluating burn-down progress and prioritizing issues

Led the research, business plan & launch of Peachtree Quantum as an up-market line-extension to Peachtree Accounting.• Created and presented the business plan after conducting a research study to determine feature requirements, demand, price sensitivity, purchase intent and financial potential• Wrote product requirements & use cases based on market insights and customer feedback• Collaborated with Product Marketing to brainstorm a product name, design packaging, establish price, review collateral, design the web site and establish positioning statements• Defined 3-year roadmap using inputs from brainstorming, customer research and user studies

Led a team of support technicians and account managers to deliver 24x7 domestic and international product support & client management for a SaaS ERP solution.• Forecasted support call volumes, prioritized cases, analyzed support trends, tracked performance metrics and determined staffing needs

Directed a cross-functional product development team of 14 for the financial modules of an ERP suite.• Led the vision, strategy, release management and multi-phased roadmap for the product line from initial development to launch and through early-adopter customer implementations• Collaborated with large domestic & international customers with $1B+ in revenue including YUM! Brands, BP/Amoco and Chick-fil-a to design unique financial accounting software solutions

Defined point-of-sale solutions and Customer Activated Terminals for quick-service restaurants, gas stations and movie theaters.• Composed product roadmaps, crafted product requirements, coordinated development plans, drafted user interfaces, and wrote new product business case justifications• Installed and maintained pilot sites for a new product Point-of-Sale and Kitchen Production System, and demoed solutions on sales calls and at trade shows• Wrote a business justification to develop a web-based POS management application• Recognized as the 1st annual Change Award winner for driving change through innovation

Evaluated the effectiveness of pricing and promotional strategies for film and one-time-use cameras.• Developed a multivariate regression-based statistical approach using Nielsen scanner data to model and predict sales volume and isolate the lift attributable to promotions• Used model to extract the lift due to a price change to evaluate promotional effectiveness distinct from price• Predicted the commoditization of film at Kodak empirically, and summarized findings to senior management

Assessed customer satisfaction, dealership perceptions, brand switching, and repeat purchase patterns across the automotive industry.• Conducted survey research studies and performed statistical analysis• Segmented automotive markets and created customer profiles using demographics, psychographics, past purchase behavior, location, and Claritas PRIZM profiles• Programmed prospect databases and constructed market share reports in MS Access using DMV data