Pontera

Chief Marketing Officer

Outreach

As a member of the executive team, I led global marketing for this VC-backed sales execution
platform company with oversight including digital/performance, content, customer, product,
and field marketing. I generated, analyzed and leveraged data to build an understanding of
customers, prospects and business needs. I drove product launches, customer acquisition and
product adoption efforts and directed public relations, analyst relations, communications,
brand, and creative. Led a 35+ member team and oversaw development, planning and
execution for the company’s annual conference designed for sales and go-to-market leaders.
Successes included:

 Transforming an underperforming team to power improved outcomes while trimming
$5M in expenses and eliminating 13 external agencies.

 Exceeding pipeline goals for 5 consecutive quarters (up to 128%) after reengineering the
demand gen infrastructure and reimagining market release strategy.

 Reducing customer churn by 15% and raising engaged user rate from 58% to 76% after
convening a marketing task force, leading data-driven solution design, and driving
creation of innovative campaigns.

 Delivering $3M in revenue from Unleash, the company’s annual conference with 2K+
attendees by building product awareness and delivering education to encourage upsell
and expansion.

 Bolstering brand awareness to overtake competitors and reach #1 share of feed on
LinkedIn.

SVP | Head of Global Marketing

The RepTrak Company

Led global marketing strategy across growth, content, product, and customer marketing for this
PE-backed corporate reputation insight and advisory service provider. I oversaw revenue operations, public relations, analyst communications, and brand positioning. Reported to CRO and CEO and led a marketing and revenue operations team.

Highlights included:

 Eclipsing pipeline goals up to 128% for 4 consecutive years by implementing analytics,
attribution and forecasting to monitor channel performance, prioritize marketing
initiatives and mitigate risk.

 Decreasing the sales cycles by 35% and increasing ACV by 20% amid tech industry
headwinds and budget restrictions by designing dynamic territories, focusing on ready-
to-purchase accounts, and elevating alignment between marketing and sales teams.

 Spearheading the company rebrand and repositioning, transforming boutique research
agency into a comprehensive Software-as-a-Service (SaaS) platform and integrated
professional services provider.

 Improving acquisition costs by 92% and engagement by 93%, driving profitability
through strategic, targeted and results-focused spending.

 Evolving a traditional marketing team into a scalable, cost-effective account-based
marketing engine, bringing in new talent and restructuring roles and responsibilities to
optimize performance.

 Establishing revenue operations capabilities and spearheading automation to streamline
the BDR function, increasing pipeline while decreasing costs.

SVP, Head of Global Marketing

- 128% of pipeline goal
- Marketing sourced 82% of revenue
- 15% YoY TCV
- 12% increase in conversion rate from opportunity to Closed/Won 
- Decreased sales cycle by 18%

Vice President of Global Marketing

- 123% of revenue goal
- 100.3% of pipeline goal
- Generated more pipeline in Q1 than all of 2020
- 245% increase in lead generation
- Total Contract Value increased 16%

Senior Director Of Marketing

- 106% pipeline quota
- Reduced sales cycle by 20%
- Increased Total Contract Value by 62%
- Acquisition costs improved 92% and engagement 93%

Director of Global Growth Marketing

Forbes Communications Council

Official Member

Logz.io

Responsible for planning, organizing and executing programs that generate new prospects and advance existing opportunities for the sales team within specific, targeted accounts and contacts.  Acts as liaison between marketing and inside, partner, and field sales teams as well as central demand functions such as inbound/product marketing teams to develop tactics designed penetrate targeted accounts. In addition to ABM program development, responsible for event management worldwide.

- Developed and implemented target account strategy to support account-based selling
- Developed and implemented jointly with sales pipeline generation and acceleration programs for specific, targeted accounts and contacts
- Created annual and quarterly marketing plans and targets for targeted sales accounts and contacts that focused on new logos and accelerated existing opportunities.
- Evaluated, selected and managed vendors that contributed to demand creation programs including platforms, direct mail providers, and fulfillment services
- Designed & executed 1:1, 1: few, and broad-based marketing initiatives to meet pipeline requirements of varied account segments
- Tracked lead flow to ensure the appropriate sales channels followed up on marketing campaigns in a timely manner.
- Deployed ready-to-carry-out marketing tactics and provide sales enablement on an account and industry basis using various channels including digital, events, and social media
- Worked with sales to identify gaps in key personas and contact information within strategic accounts; developed data and insight strategy to add key personas and contacts within accounts
- Created and gained consensus for cross-portfolio GTM plans and marketing plays in alignment with strategic product mandates and sales directives
- Planned, coordinated and managed 3rd party and Logz.io run events to maximize lead, ROI and brand value.

Director of Global Account Based Marketing

riskmethods

riskmethods is a supply chain risk management company that supports procurement and supply chain professionals by digitize their end-to-end supply chain so they can visualize and actively manage their risk exposure. 

Currently, I deliver on a global scale through expert management of marketing programs, campaigns, and assets. Leading a talented team, I increase program effectiveness, forecasting, and ROI, leveraging automation reporting. With a $700k budget, I manage concurrent quarterly and yearly strategy marketing planning. 

I was afforded the chance to step into this role after I realized that our automation efforts could be brought in-house through proper training; which I took it upon myself to complete and earned my Salesforce Certified Pardot SpecialistFp credential.

- Increased marketing qualified leads (MQL) by 30% through automated outreach efforts. 

- Delivered 15% growth in webinar attendance. 

- Leveraged A/B testing to increase web traffic and devise continuous methods for improvement.  

- Reduced lead time from 2 weeks to 3 days. 

- Defined complete solution to seamlessly pass leads and data across systems and departments.

Global Marketing Automation Manager

I initially stepped into riskmethods as the Marketing Manager for North America, charged with executing all aspects of marketing for the North American Operations. Surpassing expectations, I translated global strategies into regional marketing campaigns and programs. I also took the lead in directing marketing functions for the company’s involvement in trade shows and industry events. 

- Created, managed and implemented demand generation programs at scale 

- Produced 4k new leads in 2017, equating to $1.5M in yearly revenue growth. 

- Created engaging and captivating content for email marketing, nurture campaigns, and the blog.

- Media strategy and execution for the region

Marketing Manager for North America

Yesware

Yesware is a fast-growing prescriptive sales platform that assists 800,000+ sales professionals at companies like Groupon, New Relic, and Twitter close more deals.

In this capacity, I focused on originating, developing, and optimizing marketing channels and signature events. I especially excelled at managing all aspects and logistics of lead-generation campaigns and cultivating valuable relationships with strategic partners. Entrusted to control 50% of a million-dollar marketing budget, I diligently tracked and analyzed all available data to create success metrics across channels and marketing spend.

Select accomplishments:

- Earned a reputation as the go-to resource on all things channel marketing by combining fierce self-initiative with elegant design and successful execution of demand-generating programs that fueled sales growth. 

- Spearheaded and coordinated all assets and resources involved in trade conferences, webinars, and speaking engagements.

- Returned positive ROI on both 2014 and 2015 Dreamforce campaigns, which featured multidimensional components, such as guerrilla marketing, a customer dinner, and a gala attended by 3,000.

- Maximized bottom-line results by building mutually beneficial relationships—and negotiating large discounts.  

-  Charged in late 2015 with starting up a comprehensive webinar channel.

- Quickly delivered positive ROI on first two webinars by carefully selecting partners, featuring audience-relevant topics, creating engaging content, and working closely with sales team. Followed up by formulating plan to evolve webinars into webcasts.

Event Marketing Manager

In my initial role at Yesware, I demonstrated immediate value in sales support, event planning and production, and analytics to quickly be promoted.

Select accomplishments:

- Promoted and supported co-branding opportunities and cooperative partner event activities.

- Worked in concert with marketing and sales operations to identify channel marketing opportunities, streamline lead flow, and ensure leads were delivered in real time or as quickly as possible.

- Collaborated with executive sales leadership on sales and technology training; mined and created tools and sales resources to assist sales team members with relationship development and promotion techniques; mentored sales team on best communication and presentation practices.

- Formulated first performance-based metrics and processes for tracking, measuring, and reporting on all touch points throughout purchasing funnel, as well as success / ROI related to original goals.

- Generated and presented periodic board- and executive-level reports on all plans and activities, including costs, proof of performance, and ROI.

B2B Channel Marketing Specialist

University of Massachusetts Amherst

• Taught critical thinking, writing and research skills in top-rated courses to 300+ students
• Gave lectures, led in-class activities and mentored students during one-on-one sessions.
• Developed course materials, curricula and syllabi; made innovative use of social networking platforms to enhance learning experience.
• Collaborated with deans, faculty and staff on matters of academic planning and policy.

University Instructor

Leads high performing marketing organizations that fuel revenue and accelerate growth for
lean, digitally focused SaaS companies. Drives strategies that catalyze marketing capabilities
and builds best-in-class operational frameworks and team cultures.

My mantra: Data, not drama. I maintain a relentless focus on data-driven decision-making,
operational excellence, and team empowerment. My expertise spans digital, social, content,
product, and event marketing—as well as PR, creative and brand—and I craft bold, innovative, 
and analytics-driven strategies that resonate, engage and convert.

I’m a change agent by nature, specializing in modernizing marketing operations, optimizing
systems, and scaling high-impact teams that thrive in fast-moving, high-growth environments. My approach is always collaborative, and I use a clear, compelling communication style to gain
buy-in from executive leadership and cross-functional partners to ensure marketing is a true
growth engine, not a cost center. The teams I lead are empowered to deliver innovative
strategies that elevate brands and solidify market position, achieving results that speak for
themselves.

Specialties include: Strategic Vision and Execution, Revenue and Market Growth, Change
Management, Customer Acquisition and Retention, AI Strategy, Brand Positioning and
Awareness, Go-to-Market (GTM) Strategy, B2B Marketing, Demand Generation, Marketing
Automation, Strategic Partnerships and Alliances, Sales Operations and Enablement, Creativity
and Innovation, Building Workplace Culture, Team Leadership, and Engagement.

Ali Jawin

Director of Global Content Marketing

Lead the development and implementation of a new content marketing strategy based on segmentation — aligning a consistent brand voice with a more personalized content experience to drive prospects through the marketing funnel. 

Reduced advertising costs by 28% for the company's largest marketing campaign — the annual Global RepTrak Report. Additionally, increased the report's downloads by 6% and launched a new webpage for the report that boosted conversion year-over-year by 40%.

Refreshed our content marketing strategy on LinkedIn. In just 6 months, the transformation resulted in: 
- Increased organic impressions by 119.2%
- Increased unique views by 117.6%
- Increased new followers by 18.1%
- Increased organic engagement by 8.4%

Senior Manager of Global Content Marketing

Created a variety of content that translated highly technical concepts into fun and digestible pieces that drove engagement and generated pipeline. 

Wrote and designed the 2023 Benefit of the Doubt Report which influenced over $500K in pipeline.

Content Marketing Manager

Artpop Talk

Managed weekly production schedules for the Artpop Talk podcast, including research, script writing, digital marketing materials, and episode editing. 

Oversaw the vision, scheduling, and set-up of video projects, photoshoots, and interviews.

Facilitied website and technical improvements with a budget-friendly mindset.

Executive Producer

Arts Journals

Produced original publishing content for arts and visual culture magazines in both print and digital forms.

Worked with editorial teams to create timelines and layouts of monthly content, from the written word to accompanying graphics and images.

Performed video and voice-over work for the digitization of physical spaces, such as art exhibitions.

Contributing Content Producer

The Trout Gallery at Dickinson College

Advanced engagement through a strategic and modernized rebranding plan of the museum's marketing materials.

Created and implemented a cohesive digital planning system to manage interdepartmental museum projects.

Produced the "Trout From Home" digital engagement blog and curated its content based on the scope of public programs and events.

Wrote text for and copyedited items such as posters, press releases, brochures, and exhibition catalogues for the production of print materials.

Assisted with the production of a documentary film by vetting videographers, preparing interviewees, and supervising the filming schedule.

Marketing and Communications Manager

Walker Terrace 

Booked, coordinated, and managed all events that take place at the Walker
Terrace venue.

Built and maintained relationships with clients and vendors throughout the
planning process to ensure that each event meets their exact
expectations.

Created and managed budgetary proposals, contracts, and invoices to
sustain the maintenance, care, and development of Walker Terrace.

Manager and Events Coordinator at Walker Terrace 

OSU Museum of Art

Designed the scope and timeline of public exhibitions based on loan agreements, artist relations, and spacial rental agreements.

Created video and digital content for public exhibitions that related to animation, film, photography, and global multi-media arts.

Communicated with international contemporary artists, arts foundations, and independent collectors to acquire works for loan based on exhibition schedules. 

Wrote accompanying text for exhibitions such as didactics, labels, press releases, journal articles, and exhibition catalogues for both print and digital formats. 

Conducted exhibition research that spearheaded progressive project design, informing well-rounded and diversified art experiences for audiences of all ages.

Curator

Northwestern Mutual

Created new educational opportunities catered to various parties based
on their specific interests.

Planned and led group tours of the collection.

Curated new spaces for the collection by conducting research, writing
labels and narratives, and creating educational opportunities.

Art Program Intern 

Oklahoma State University

Graded student exams and essays, created lectures, and lead discussions
in four art history survey courses.

Maintained an atmosphere of academic learning and advancement to
facilitate learning and development of critical thinking skills.

Mentored students through office hours, group review sessions, and one-
on-one communication.

Graduate Teaching Assistant

Oklahoma Visual Arts Coalition

Assisted the guest curator, Anna Katherine Brodbeck, and the OVAC team, to curate the "Momentum 2018" exhibition, an annual exhibition that features Oklahoma artists ages 30 and younger.

Selected artists for the general survey body of show; and selected three "spotlight artists," whom I worked with in-studio to guide a new body of work for the show based on their initial application proposals.

Emerging Curator 

International Folk Art Market 

International Folk Art Market Intern 

My mission as a producer, story teller, and content creator is to provide experiences that exceed usual expectations; even in the routine explorations of our world. Combined foundations in marketing, visual culture, and writing guide my projects through the hybridity of our digital and in-person realms to find the compelling connections we crave.

taplio

The Battle

Ali Jawin

Bianca Martucci-Fink

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