Thrilled to be a fractional marketing leader at DESelect, the marketing optimization platform (MOP) for Salesforce, where I'm applying my special sauce of strategy + roll up your sleeves and get 'er done to ensure DESelect gets the right message to the right customer at the right time in their journey, without waste. DESelect helps marketers go to market more efficiently and drive more revenue with frequency optimization, segmentation, and search. The turnkey platform is fully integrated with Marketing Cloud via AppExchange and enables marketers to:⭐ Gain 52% in marketing efficiency⭐ Increase CTRs by 3.5x⭐ Waste 0 touchpointsSee DESelect in action 👉 https://deselect.com/tour/

I help higher education, edtech, SaaS, and managed services organizations address hard business problems that require marketing and communications solutions. My amazing clients include a real estate managed services provider, a technical college, a consumer retail association, and a marketing optimization platform startup. I deliver marketing strategies, brand positioning and messaging frameworks, customer experience research and recommendations, product marketing and launch strategies and deliverables, martech and website audits and recommendations, sales enablement, and content marketing, ABM, and demand generation plans and creation.

US higher education is at a turning point. After the disruption of the pandemic and subsequent enrollment declines, with more enrollment challenges ahead as demographic shifts take hold, the best higher ed system in the world must transform. But how? By innovating. I love engaging with customers to help them take this liminal moment to heart to drive sustainable change with edtech.- Built the marketing team and operations from scratch to drive 20% year over year growth for edtech solutions in a mission-driven company solely focused on higher education and the student experience.- Operated with two main personas in mind – college administrators and students – to create segments, customer journey maps, campaigns, and right-sized marketing operations.- Developed “north star” positioning, branding, creative systems, and activation plans.- Led digital marketing campaigns (advertising, SEO, SEM, email, content, 50+ events and webinars per year) and measured results using maturing attribution models.- Led product launches and acquisition integrations, emphasizing sales enablement and training.- Built martech/website/SEO strategy for personalization, conversions, and content management agility.- Led all communications and equipped the organization with a crisis comms playbook and messaging and holding statements in real-time during crises.- Thought leader on the future of higher education and executive sponsor of the company’s CX initiative.

- Played an integral role in the return to growth and profitability of turnaround startup SaaS company by reversing the damage from loss of reputation and stalled marketing activity.- Repositioned the company, created differentiated product messaging, and established brand identities.- Built martech stack and website to align content and SEO to new positioning and personas.- Launched new partner portal, sales tools, and campaign to recruit and equip 170 global channel partners.- Ran global retention campaign to current customers and global awareness campaign to acquire new customers in the primary and secondary education segments.

- Led the large central marketing and creative services team to transform and unify the academic brand across the 19 colleges/schools to recruit student and faculty talent and inspire philanthropy.- Conducted first nationwide brand study, radically improving positioning, messaging, and creative. - Built integrated campaigns for major events such as SXSW, Commencement, President’s State of the University address, and donor events such as football games and building dedication events.- Executive produced two TV commercials, Remember and Enlighten)- Co-led the crisis communications response team and safeguarded the university’s reputation while empathetically responding to parents and students immediately after a significant tragedy on campus.- Modernized utexas.edu (2M visitors per month) to simplify navigation and increase engagement.- Retooled marketing operations with KPIs and analytics to drive learning and improvements.- Created a Principles of UX/UI Design professional development program for creative services team.

- Awarded two Michael Dell Champion Awards for leading cross-functional marketing across three business units for Dell’s $2B storage, Hadoop, and data management and analytics SaaS portfolio.- Created portfolio positioning and messaging, drove collateral and the editorial calendar, and wrote all content that appeared in global demand generation programs.- Briefed customers, press, and industry analysts, moderated panels and webinars, and spoke at industry events such as DellWorld, Hadoop World, and Gartner IT conferences.- Taught and motivated 6000 Dell account executives and 600 inside sales reps to position and sell the complex portfolio, equipping them with training, whiteboards, battle cards, and pitch decks.

- Simplified messaging to reverse declining brand equity and revenue of flagship SaaS LabVIEW.- Defined and differentiated the relationship between NI brands and institutionalized the company’s first-ever value proposition and messaging development process to eliminate brand confusion and conflict.- Focused and revitalized demand generation campaigns to jumpstart revenue.- Drove the creation of first sales enablement initiative to equip and train 1000 salespeople globally.

AMDers used to say their blood ran green. Everyone on the team in the 2000’s felt they were part of the heart and soul of the company. I used that metaphor to rally my fellow marketers to help me create and launch the VISION Technology brand in 2009. We were able to briefly move the industry from 20+ years of processor-centric marketing –what’s inside– to what really mattered to consumers – the experience of seeing, creating, and sharing with their PC. The AMD sense of urgency, one-competitor landscape, and empowering culture honed my change leadership skills and ability to make ideas happen fast on projects that required a finely tuned mix of brand architecture, product positioning and messaging, launch, and sales enablement. I led initiatives that protected retail market share, thwarted competitive threats, entered new market segments, and integrated the $5.4 billion acquisition of ATI.

Latin America is one of the last regions a technology company ventures to sell its solutions. The land mass is extensive and its social, cultural, and political environment is diverse. Each country has its own rules. I thrived in this environment for the first ten years of my career at three different organizations because each saw the potential in the region and just needed someone who spoke the languages and wasn’t afraid to try to crack the markets open.I established a region-wide network of resellers for distance learning solutions for a start-up, managing all aspects of the business. I opened AMD’s office and launched the company in Brazil, immersing myself in the day-to-day culture and business life of Sao Paulo as an expat. I led trade missions of Texas companies fueling the state's leadership in technology for the Governor's Office. I was constantly in the field, and it was in Latin America that I learned how to run a business, what industries were up and coming in my state, that selling is about relationships and creating long-term customer value, and that Latins are the warmest people on the planet.