OneScreen.ai

First marketing leader hired to help midmarket marketers add measurable outdoor advertising to their media mix.

I am delivering 90% of sales pipeline as a team of one through demand generation, inbound marketing, field marketing, product marketing and sales enablement.

Head of Marketing

Cohosting a new podcast from OneScreen.ai where we interview marketing experts about brand marketing, how they use out-of-home advertising in their marketing mix and much more.

Co-Host and Executive Producer Beyond the Billboard Podcast

GTMfund

GTMFund Member

Send

First US-based hire to grow the most advanced digital underwriting workbench for insurance carriers, MGAs and specialty insurers.

I oversee growth for the US market including business development and partnerships along with demand gen and GTM globally. 

Built a BDR sales function and team from scratch.

Leading demand generation, SEO, PR, email marketing, field marketing, event marketing, RevOps and more for a global insurtech startup selling enterprise SaaS to global and regional insurance companies.

VP of Marketing

Charlieriley.com

Fractional head of marketing consultation for regional and national brands and government, along with home, real estate and advertising and marketing agencies. 

I helped companies looking to hire their first marketing leader or who cannot bring on a full-time marketing leader with branding, growth marketing, product marketing, demand generation, sponorships, partnership marketing, sales alignment, event planning, media, and public relations advice for improved sales, greater consistency and enhanced awareness.

I have worked within SaaS, cybersecurity, manufacturing, digital signage, B2B, self storage, education, hospitality, healthcare, athletics, non-profit and other industries on marketing planning such as designing and implementing social media campaigns, market research, copywriting, media buying and more.

Chief Strategy Officer

Havoc Shield

Executive hired to develop a US growth plan for this SaaS cybersecurity subscription startup leading sales, demand generation, product marketing, brand marketing, partnerships, growth and partnerships.

-Doubled customer count through demand generation, ABM customer acquisition and marketing automation (HubSpot) best practice integrations
-Helped build a new product focused on insurance brokers and their insureds to help meet cybersecurity questionnaire standards. Built and executed Go-To-Market plan to validate product and sell to learning US insurance brokers
-Built a partnerships and channel sales program, having negotiated and landed an exclusive reseller program acceptance with one of largest global SaaS distributors
-Helped launch a cybersecurity insurance reselling product based on customer and prospect research focused on the insurance brokers and wholesaler networks
-Mentored an SDR team to implement consistent sales motions, ABM tactics, outbound sales sequences and aligned marketing with sales enablement efforts
-Created the only national, exclusive Chambers of Commerce referral program through a nurtured business development strategy
-Landed 30+ podcast, published media and conference speaking slots and appearances along with rebrand
-Executed an Appsumo deal

Havoc Shield is cybersecurity startup that delivers an all-in-one suite of proactive cybersecurity tools like vulnerability scans, penetration testing, phishing training, security questionnaires and other tools to satisfy compliance requirement for small businesses and startups to win new deals and protect themselves from ransomware and cybersecurity attacks.

VP of Growth

Pharmacy Benefit Dimensions

First head of marketing and revenue leader hired in a brand new role to create a cohesive sales and marketing team to drive demand generation, retention marketing efforts, implement data-driven decision making and growth marketing efforts for this national healthcare pharmacy benefit manager selling to SMB and Enterprise insurance brokers, healthcare plans and more.

Senior leadership team member hired 2 weeks before the COVID 19 pandemic, leading the communications and work-from-home transition efforts of over 100 employees to transition to a remote environment. 

-Led team of 8 marketers and salespeople for this $26MM national pharmacy benefit manager. 
-Exceeded revenue budget by 28% in 2020
-Oversaw the RFP process and team, implementing a centralized RFP tool for faster and more accurate RFP responses
-Implemented HubSpot for CRM and marketing automation, created a new inbound marketing and lead generation strategy while improving web traffic activity 19% year-over-year
-Developed an internal communications process to alleviate concerns and keep associates informed and entertained on important information daily during a remote work transition

Director of Sales and Marketing

Curbell Plastics

Recruited to the senior management team to lead a team of 8 in business development, sales support, marketing and communications for a $190 million industrial plastics distributor. Had P&L and KPI responsibility, customer acquisition lead, manufacturer supplier partnerships management, and oversight of PR and ad agencies. Managed M&A communications along with sales, marketing, and business development alignment. Collaborate on sales itinerary planning, prospecting, and communications training.
-50 percent B2B e-commerce revenue improvement through site optimization, content marketing and inbound marketing (Hubspot) implementation
-35 percent B2B qualified lead generation increase
-17 percent organic traffic growth year-over-year 
-UX best practices implementation reduced cart abandonment 5 percent
-Built a product marketing feedback loop, including launching Net Promoter Score (NPS) for real-time customer feedback, improved retention and customer marketing content creation

Director of Marketing

Lawley

First-ever head of marketing leader hired onto the leadership team managing a team of 4 who oversaw all growth marketing, product marketing, advertising, public relations, social media, SEO, SEM, research and communications and Revenue Ops for this Top 50 independent insurance broker.

-Helped agency eclipse record sales growth each year of my tenure
-Launched new, SEO-optimized website delivering 182 percent organic traffic growth and a 22 percent Alexa ranking improvement year-over-year with 400+ published sales and educational content pieces
-Launched an Account Based Marketing (ABM) strategy focused on targeted landing pages, presentation materials and custom content for key mid market and enterprise accounts
-Implemented marketing automation (Pardot/SalesForce Marketing Cloud) into CRM (SalesForce)
$370,000 plus in estimated media value earned through social media employee advocacy marketing program built for customer service, employee recruitment, and lead generation
-150 percent improvement in social media reach
-100+ events executed including webinars, seminars, focus groups, and sponsorships
-Landed dozens of PR interviews and guest posts through thought leadership and internal media training
-Executed company-wide rebrand to deliver consistent messaging to cross-sell over 80 product lines
-Built vendor and partner co-op marketing program
-Developed and nurtured company-wide intranet and communications platform for all associates
-Worked with dozens of nonprofits on sponsorship allocation, activation, and fulfillment
-Communications and PR efforts led Lawley to be named as 2015 Company of the Year by Buffalo Business First
-Co-managed the sales operations team, supporting over 100 salespeople, data integration and sales software

Director of Marketing and Communications

PLS 3rd Learning

Recruited for inaugural executive team position overseeing marketing, business development, and customer engagement strategy and development for this international education technology startup.
-Helped land an RFP valued at over $4 million, the largest win in company history, through an Account Based Marketing (ABM) campaign with custom videos, testimonials, presentation collateral all housed on a unique URL landing page
-Managed marketing budget of over $1 million, outside agency vendors and team of 7 across multiple offices
-Product marketing lead for various digital and international projects creating the first customer advocacy panel, conducting consistent qualitative and quantitative customer research checkins and more
-Rebranded 2 companies into 1 cohesive brand, melding B2B and B2C SaaS and traditional learning models
-Took over public relations and internal communications while helping merge 2 companies in 1
-Marketing and development efforts secured a multi-year, multi-million dollar state contract and increased lead generation for multiple larger-scale education projects
-Implemented project management (Basecamp), CRM (Highrise), email and landing page A/B tests, focus group research, and managed national and international trade shows and events 
-Built thought leadership and employee advocacy outreach securing multiple conference and media speaking opportunities

Chief Marketing Officer (CMO)

FARM Buffalo

Oversaw all digital projects for this full-service advertising agency, ranging from digital media placement, email marketing campaigns, user experience (UX) and digital strategy, social media, QR codes, mobile marketing, Search Engine Optimization (SEO), Search Engine Marketing (SEM), landing page development, compilation and analysis of market research and web analytics and online direct marketing applications. Developed online and offline strategy for current and prospective clients in the grocery, automotive, CPG, retail, real estate and financial industries. 

I also managed public relations and served as social media/customer service community manager for the agency and several of our clients, along and internal and external communications.

Digital Marketing Director

Leading Marketing at OneScreen.ai | VP-level Revenue Generating Marketing Leader | 3x Dad | Podcast Host & Former CMO

I'm a transformational revenue-generating marketer, having owned a sales number as a former Chief Marketing Officer (CMO), blending brand marketing with demand generation, focused on delivering sales. 

I've been recognized as a Top 50 B2B Marketing Influencer to Follow, knowing how to build a sales-aligned marketing function from scratch or capable of upleveling a current marketing team in a variety of ways, leading global internal or growing through outsourcing with partners, agencies, and vendors. 

As a seasoned, experienced marketer, I specialize in standing up demand generation, account-based marketing (ABM), partner marketing and sales enablement, currently delivering 90% of the sales pipeline through inbound channels. My work redefines outdoor advertising with creative innovations that extend beyond traditional formats, empowering brands to elevate their marketing mix.  

I co-host and produce the Beyond the Billboard Podcast, where we engage marketing experts to explore brand strategies and OOH applications. By combining my branding expertise with a passion for growth, I help businesses unlock new opportunities in a competitive SaaS landscape, staying committed to collaboration and measurable outcomes.

I'm passionate about coaching my kids' sports teams, playing competitive soccer, philanthropy, and event planning, including previously co-chairing Buffalo's AAF ADDY Awards and setting up my own fundraiser, the Buffalo Scavenger Hunt, benefiting Camp Good Days that supports kids with cancer.

Charlie Riley

Refine Labs

Demand Gen strategy and execution for B2B companies.

Senior Director of Demand Generation

Refine Labs is a progressive demand generation firm focused on growth-stage B2B SaaS. We start with a strategy that’s built for the way customers buy in 2022. By executing this strategy every day at 60+ B2B SaaS companies, we generate insights at scale, which fuels continuous research and innovation. Together we're writing the new demand generation playbook.

Director of Demand Generation

Gorilla 76

Lead client strategy team and for Gorilla 76, developing processes to improve our client strategy delivery, execute at a higher level, and iterate our services.

Thinker & Strategy Director

Formulate and execute marketing strategy for B2B industrial clients, including positioning, content, demand gen, marketing operations, and analysis.

Thinker & Senior Strategist

Sales Enablement for B2B Manufacturing

Part-time strategic advisor for BAM! Sales Enablement.

Marketing Advisor

Gravy

Lead content developer. Developed content strategy and approach around blogs, podcast, webinars, and hard copy newsletter.

Director of Content Marketing

Abicor Binzel

Direct all marketing activities for United States and Canada for international welding torch and laser product manufacturer. Responsibilities include email marketing, multi channel advertising, social media, content development and management, new product development, trademarks, and events.

Help administer digital marketing and digital lead generation efforts across multiple BINZEL business units and maintain marketing-sales alignment, evolving company's marketing platform from brand-based to lead-based and demand generation approach.

Platforms used include SalesForce, HubSpot, Google Ads, Facebook Ad Manager, LinkedIn Campaign Manager, and Survey Monkey.

Oversee all marketing activities for United States and Canada for international welding torch and laser product manufacturer. Responsibilities include email marketing, multi channel advertising, social media, content development and management, new product development, trademarks, and events.

Formulate and deploy all creative for BINZEL USA and Canada marketing efforts.

Work with executive level to develop market insights through surveys and sales team feedback.

Evolving company's marketing platform from a brand-based to lead-based and demand gen (ABM) marketing philosophy.

Platforms used include SalesForce, HubSpot, AdWords, Facebook Ad Manager, LinkedIn Campaign Manager, and Survey Monkey.

Marketing Manager

Kirlin Builders LLC

Worked with Executive team to respond to and produce solicitation packages. Developed strategy for responses and collaborate with other company expertise to produce comprehensive content. Led the production and procurement effort of solicitations.

Managed social media accounts and their content for Twitter (@KirlinBuilds), LinkedIn, and Google+. Led new logo creation. Developed and created all content for the Kirlin Builders website.

Part of integration team to develop new customer relationship management platform on SharePoint/CorasWorks to improve efficiency and accuracy to task order (project) responses. Integral to developing system design, functionality, and training of entire business development team to ensure comfort in use of system.

Conducted market research to identify new opportunities and client development. Researched competitors. Performed SWOT analysis and assist in developing response strategies leading up to a solicitation issuance.

Managed development of technical documents under our various contract vehicles. This entailed disseminating information from RFPs and Scopes of Work issued by clients and identifying solution strategies, including composing large sections.

Maintained templates, databases, and resumes for our responses, compose RFP sections in conjunction with other team members, maintain versions, back-check solutions, verify veracity of our solutions, and publish proposals for submission. 

Developed surveys and questionnaires to procure client feedback in order to increase company efficiency and accuracy in proposal responses through adapting our responses based on the customer being responded to.

Marketing and Brand Manager

Government Services IPT

Writer, analyst, and editor charged with completing quality control assignments for disciplines including Architecture, Civil and Mechanical Engineering, Facilities Planning, Landscape Architecture, and Program Management. I supported these higher level disciplines by proofreading and integrating their revisions into extensive government documents, including Request for Proposals, Project Definition Reports, Newsletters, Basis of Design, as well as Requests for Information. I ensured grammatical correctness and maintained style, tone, and format consistent with company style guide.

As part of the RFPs completed by my company, I was responsible for compiling, editing, and submitting construction and contract specifications through SpecsIntact in coordination with the Architecture and Planning team. 

With Project Managers, I was sent to numerous military bases, including Naval Air Station Corpus Christi and Guantanamo Bay, Cuba, to complete Asset Evaluations for  Naval Facilities Engineering Command (NAVFAC).  I had the responsibility post-field work in updating Property Record Cards and performing backcheck for all Basic Facility Requirements composed to be sent to Facility Managers at both NAVFAC and corresponding installations.

Composed meeting minutes and notes for programming, charrette, and review meetings and edited and revised Minutes for my Directors and co-workers.

Wrote Business Development proposals focusing on Sources Sought Notices. Researched, interviewed, compiled, and creatively wrote Sources Sought responses associated with Program Management.  In tandem with the Marketing Department, assisted in editing/updating resumes and biographies from the Human Resources department to be included in contract bidding to produce strongest management/program team possible.

Technical Writer

Federal Reserve System

Wrote short articles and maintained an electronic newsletter drafted with Internship Coordinator for weekly distribution to other interns, many of which from other parts of the country. Composed PowerPoint slides in conjunction with Human Resources Coordinator presented to city and government officials. Designed and created webpage using Dreamweaver HTML software for summer interns to provide free events occurring in DC/Metro area, concerts, places to dine, museum attractions and available means of transportation  through the area.

Marketing and Communications Intern

National Association for Credit Management

Converted Business Credit Manual (3000) pages from hard copy to HTML format. Wrote articles for weekly online newsletter.  Researched news articles in the business, finance and credit field from multiple newspapers and websites to compile articles for NACM’s website. Wrote two articles for Business Credit magazine, a bi-monthly publication distributed nationally. Wrote feature article for magazine’s June 2006 article, going on site with several credit managers from different companies, gaining insight into the logistics of what a credit manager does and how integral their job function is to the success of their companies.

Demand Generation @ Refine Labs | Demand + Content + Product | Industrial → SaaS | Living My Dream | #GirlDad | Proud Minivan Driver

Started out working in government contracting. After 6 years, decided it wasn't for me and switched to pursuing B2B marketing. Fell in love instantly with the creativity and analysis of impactful marketing programs.

The first part of my marketing career had me in hardware - mainly manufacturing and OEM equipment. After that, took a cup of coffee at a startup before transitioning into agency / consulting.  Now I'm part of one of the top B2B demand gen firms in the country, Refine Labs, revolutionizing the function of marketing for high growth B2B SaaS companies.

🤘 Matthew Sciannella

OOH for the win.

It feels like what's old is new again in marketing. SaaS marketers talking about OOH, TV, etc. more than ever. 

For good reason, too. Ads like these at events stand out. 

Look at how much (or little) eyeball competition this OOH truck has going round and round the event facility.

While others can compete on the show floor with signage, stickers, and the inventory everyone else funnels themselves into from the show vendor, going a little outside the box (literally) made this the first thing you saw the moment you arrived and the moment you left.

Unmissable. And the best show to date to boot.

We're doing fun creative projects like this all the time. Don't contain your creative to boring statics only.

In an AI slop world, real creative taste and execution stands out. A lot. 

Shoutout to the amazing Chris F. for working his magic on this. If you aren't checking out his designer-specific takes on AI creative, you're missing out.

And to the team at Providence. Appreciate you all putting so much trust in us. Such a fun client to work with a little outside our core ICP.

You can be thankful for LinkedIn. 

Where else are you going to learn and keep up with the rapid state of change better?

It's easy to 💩 post this platform. There's plenty of fair criticism of it to go around.

But the network you can build here and the professional relationships you can create with people hundreds or thousands of miles physically away from you? 

That's what makes this place special. Still.

So for that, I am thankful. 

For people like Liam Moroney for elevating the conversation and the approach about building and maintain brand.

For those like Dale W. Harrison for putting hard measurements towards brand - its been such a pleasure getting to work more closely with you this year.

For old coworkers like Ky Shaw 🏹 I still get to collaborate with, learn from, and share messages and ideas with.

And for others who challenge my thinking, how I do things, and force me to seek betterment all the time professionally.

There really isn't another place you are going to get that besides LinkedIn.

So stop complaining about it and be thankful, because it gives a lot more than it takes.

Onward. 🦃

One of my favorite clients I work with is not a SaaS client at all.

It's B2B medical device. Highly compliance driven and super technical product with an unforgiving, small TAM (surgeons).

This marketing team is so much more of a 4P function that think holistically about the market. It's no wonder they have 3X'd in the last couple years on top of having a great sales org.

They consistently:

- Review their product messaging, especially when its clear the market isn't receiving it. We are working on a product marketing matrix and a new narrative arc for one of their key product lines.

- Bring Level I, randomized controlled trial data to bolster the efficacy of their product in the market. They commissioned a 240 subject randomized control trial comparing their solution against the industry standard with independent verification of the study result. Their study was FDA cleared last year and we've been running ever since.

- Create deep relationships with their customers across the org - Sales, Marketing, and Product all have relationships with the customer and work with them on product improvement, promotion, and helping navigate billing for patients;.

- Do programs to meet their customers where they're at. They created their own Trade Organization independent of their brand to call attention to the big problem they are actively solving for. And help events for it 4X per year.

- Put their customer front and center of every piece of content they create. They do sit down interviews, sponsored live events, mock keynote talks with their customer advocates that we distribute in paid. All in additional to the Level I study efforts.

- They craft tons of offers. Currently we push an LMS to get prospects educated on the product and the Level I data, but we're moving towards regional in-person symposiums and peer to peer mentorship as other offers to create signals that these prospects are ready for a demo (simulated lab training).

Their model is super similar to software as well. Recurring revenue via single use device. $12K in revenue per case. Average surgeons nets them >$300K per year in revenue.

Proof you don't need to be a SaaS company to be 'innovating' in GTM. We wrap all this around cutting edge SaaS promotion tactics - Clay-enriched audiences, omnichannel advertising (brand and demand), outbound cold email, and CRM orchestration around the entire thing.

So if you're watching all the gurus on here making you feel like you aren't worth your salt, know there are lots of companies quietly going about their business, doing innovative stuff within their market, and getting results and drivng growth in the business.

Onward.

Not every company can be an AI-first company. 

That's the majority of companies here right now. The AI rush on LinkedIn may make you feel like a laggard and a luddite, but get outside the LinkedIn echo chamber and realize:

Most companies aren't using N8N workflows.
Most companies / people have not vibe coded a Cursor or Lovable tool
Most companies are barely scratching the surface of LLMs for their work
Most companies aren't even using AI GTM tools let alone to their full extent.

It can feel exhausting watching everyone here act like they have it all figured out while you feel you don't. But it is hardly reality.

I would know. That was me in May, when I ruined my mom's Mothers Day with a diatribe of existential dread about how my career was about to be ruined because I couldn't get any traction using AI for myself.

And that's when I decided to do something about it and work much more intentionally with it.

That meant looking at our toolset, deconstructing our work, and really learning how to prompt to get the outputs I wanted on repeat with AI for things like creative scopes, data analysis, presentation building, and reconciliation.

Along the way, one of our DGL OGs Karl Yeh became a huge sounding board for me as he has been working on the bleeding edge of AI-based implementation for all sorts of companies in all kinds of use cases.

Most are just not using AI at the scale people comment-gating here will lead you to believe, and it doesn't always have to be in the name of voluminous GTM.

It can also be in the name of operational efficiency, where AI is really going to serve most of us long term. 

That still makes 2026 an opportunity for you. Because for all the doom loop you may read here or elsewhere, the adopter curve is still on the upswing. You can make 2026 the year you get comfortable using AI in your work without feeling like you are losing what makes your work unique and valuable.

Next week I am jumping on with Karl to talk through building AI into your workflows for next week, geared to be accessible for marketers who are not coders or inclined to be coders, but instead simply want to make AI work harder for them.

We're going to bring use cases to the table, practical ways you can use AI with tools you probably already have, and give you space to talk how you are looking to use AI in 2026 and a roadmap on how to give there.

Links are where links go.

taplio

The Battle

Charlie Riley

🤘 Matthew Sciannella

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taplio

The Battle

Charlie Riley

🤘 Matthew Sciannella

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}🤘 Matthew Sciannella's LinkedIn Performance

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Performance Score🤘 Matthew Sciannella's LinkedIn Performance