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

Tyrona (Ty) Heath

Global Lead, B2B Institute @ LinkedIn

LinkedIn

The B2B Institute is a think tank funded by LinkedIn studying the future of B2B marketing and decision making. Our job is to engage and educate the industry in partnership with the leading marketing effectiveness thinkers to help better define the category, so our clients can drive growth through marketing.

Passionate about connecting people with information needed to make intelligent decisions, I am responsible for sharing ideas to help marketers be more productive and successful.

Director & Co-Founder, The B2B Institute at LinkedIn | GTM | Digital Creator | Keynote Speaker

In this role I designed, built and executed a program of training, education, evangelization for agencies and clients with a goal of agencies and partners to understanding and adopting LinkedIn products and services.

Global Lead Agency and Partner Education

American Advertising Federation

Established in 1905, the American Advertising Federation (AAF) is the only organization that includes members across all disciplines and career levels in advertising.

Board Member

Adobe

This diverse group includes top executives, industry experts, major media correspondents, contributing journalists and pioneers in technology.

Adobe Insider

Digital Marketing Institute

To promote excellence in the digital marketing and digital sales sectors and to strengthen the profession through the creation of relevant supporting standards, insights and practices that can be applied globally, we have created a unique collaboration through the Global Industry Advisory Champions with educators, industry and influencers to ensure current and future trends.

Global Industry Advisory Council

Bay Path University

Develop and lead the strategy for the digital marketing and social media curriculum at Bay Path University. 
Teach Principles of Marketing, Social Media Marketing and Digital Marketing Management courses.

Lead Adjunct Faculty, Digital Marketing Management

Spectacled Marketer

Spectacled Marketer is an experienced inbound marketing education consultancy delivering insight, focus and vision on digital marketing. 
In this role I delivered online inbound marketing education that enabled digital marketers to:

Address education gaps around marketing not covered in their college curriculum with applied knowledge rather than “theory”
Get hired for marketing opportunities more easily
Be productive on day one 
Get promoted faster or market their own business successfully
Confidently market anything online

Founder

Delivered ongoing coaching to key IBM executives in banking, healthcare and retail in the Select Eminence program with a goal of growing the social media presence of key subject matter experts. 
Coordinated launch of 10+ IBM Global Business Service Industry blogs including healthcare, communications and travel with a goal of building IBM’s recognition and reputation across business communities. 
Planned and executed social media strategy for major IBM conferences such as the National Retail Federation (NRF) and the Consumer Electronics Show (CES).

Consultant, Social Business Manager - Demand Programs, Global Business Services

Nestle

Analyzed health and wellness trends, developed recommendation and strategy for Stouffer's product line innovation based on consumer and market insights.
Conducted analysis of Stouffer’s multi-serve top customer accounts, delivered report with recommendation on key opportunities. 
Developed free standing insert creative in collaboration with agency and brand for Stouffer’s Fall Into Family Dinner consumer trade event.

MBA Brand Management Intern

Google Inc.

Healthcare Vertical		
Launched healthcare seasonal campaign strategy with goal of growing incremental revenue by 30% through supplemental deals.
Launched healthcare display education training series to with focus on identifying future opportunity to grow deal pipeline in Q2-Q4.
Delivered optimization proposals to improve display advertising performance of top 80% of healthcare accounts.

Custom Media Solutions Strategist

Program Manager, Learning & Development 	2007 to 2010		
Led development of Google Advertising Professionals Certified Partner program for product education delivering multi million dollar revenue opportunity.
Developed and ran client support education curriculum for Google AdWords account managers training hundreds of Google employees on client management. 
Delivered Google product education instructor led courses at tech conferences and high touch Google partners reaching more than 20K external sales people and search marketing specialists.

Program Manager, Learning and Development

Learning and Development	2005 to 2007
Partnered with Google Authorized Reseller team to deliver sales education solution for Google partners leading to customer acquisition and revenue growth of over 600% & 1000% respectively. 
Managed development and launch of more than 5 client support education programs for Google AdWords account managers including solution based sales training and customer support training delivering multi million dollar revenue opportunities.

Training Specialist II & III

Managed portfolio of Google AdWords accounts. 
Achieved 'exceeds expectations' rating in client service.
Identified client account deficiencies and optimized Google AdWords client accounts to meet performance goals.

Online Sales Account Manager

Negotiated with web publishers for addition of their web properties to the Google Index. 
Exceeded project goal by 25% with highest success rate on 4 person team of closing deals with web publishers.

Business Development Researcher

I'm Ty, Director and co-founder at The B2B Institute, LinkedIn's think tank focused on building famous brands in B2B. I'm obsessed with connecting dots and turning insights into impact - my mission is to make marketing science accessible and actionable for marketers who want results, not just theories.I partner with academics and industry experts to prove what actually works in B2B marketing, then translate it into strategies you can use. The data is clear: brand building represents the biggest untapped growth opportunity for B2B marketers today. Most ignore it because they don't understand the science behind it.Over my 20+ year marketing journey at Google, IBM, Nestle, and my own consultancy Spectacled Marketer, I've learned that the gap between marketing science and marketing practice is costing B2B companies millions. I've collaborated with the Ehrenberg Bass Institute, served on the Creative B2B Lions jury, and worked with organizations like ANA and IPA to advance marketing effectiveness.On the track, I'm a two-time Olympic Trials qualifier in the 800 meters. The discipline and strategic thinking that got me there? Same approach I bring to marketing strategy. I regularly share insights on marketing science, mental models, and leadership at events like INBOUND, Adobe Summit, Adweek, and the Festival of Marketing.I create content that bridges the gap between research and results. Because the best marketers don't just follow best practices - they understand why those practices work.For questions, speaking engagements and media inquiries, please contact: stan.store/tyronaheath

Director, Market Engagement, The B2B Institute

I just contributed to new research on what makes B2B thought leadership actually work. The gaps between what's effective and what marketers are doing are worth unpacking.

A few findings that stood out:

The collaboration multiplier: 74% of marketers who frequently work with influencers say their research content is very effective, compared to just 29% of everyone else. If you're creating thought leadership in isolation, you're leaving serious impact on the table.

The AI discovery shift: 32% of professionals now discover thought leadership through GenAI tools like ChatGPT and Perplexity. If your content isn't optimized for answer engines, you're invisible to a third of your audience.

The buyer journey gap: While 97% of marketers say thought leadership is critical to success, only 43% use it beyond acquisition. Top performers extend it post-sale and see dramatically better results.

What this means: The marketers winning with thought leadership aren't just creating better content. They're partnering with credible voices, optimizing for how people actually discover information, and using thought leadership across the entire customer journey.

Thanks to Lee Odden and Jane Bartel at TopRank Marketing and the team at Ascend2 for including insights from Cindy Anderson, Janine Wegner, Brian Solis, Jeanne Hopkins, Tequia Burt, and Jillian Ryan in this research.

Read on if you're rethinking your approach. 

Find the report here:
https://lnkd.in/gqvTkNRA

Tyrona Heath

Director, The B2B Institute & LinkedIn Brand Expert. Building famous B2B brands. On a mission to make marketing science more accessible and actionable.

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