Kintsugi Marketing

For revenue and marketing leaders at B2B SaaS with HubSpot seeking calm amidst the chaos and sustainable revenue growth, I offer both GTM strategy and execution.

We are your right-hand in decision making, advising, designing, and executing Go-To-Market strategies. We have a unique set of skills to maximize the value of your existing HubSpot investments.

Founder, Go-To-Market Solutions Architect

MarketingOps.com

Help the community members of MarketingOps.com to connect with other professionals, support each other, and celebrate their wins.

Ambassador, Salt Lake City Chapter Leader

Profoundly

Profoundly is an exclusive platform for vetted experts that help HubSpot users with everything from simple tasks to complex integrations. No unnecessary sales pitches. No complex contracts. Just expert help, fast.

Profoundly Certified Professional

Refine Labs

Led and fostered an internal operations team of two. Guided the systems and technology used by sales, marketing, customer success, and service delivery teams. 
• Operations: Create simple, scalable, and robust processes for teams, designing for optimal customer experiences and outcomes.
• Enablement: Build and maintain top-tier talent through onboarding, coaching, and professional development programs. Develop and deploy new strategies and initiatives.
• Insights: Strategy, and infrastructure to measure the business. Provide insights that enable data-driven decisions.

Senior Director, Customer Success Operation

Extend

• Led the systems strategy and infrastructure architecture
• Collaborated with sales, marketing, and customer success teams to document, map, and create efficient processes
• Partnered with product and growth team to drive net retention of 45% and constantly improve customer adoption.

Head of Marketing Operations

Artemis Health

Develop and execute a robust and multi-faceted plan to dramatically increase brand awareness and the generation of quality leads and opportunities.

• Drove coordinated and integrated campaigns
• Partnered with sales and finance to ensure an accurate and real-time view of marketing influence and contribution to bookings and pipeline
• Built and implemented an in-house marketing attribution model across integrated channels to optimize ROI.
• Collected data and develop real-time dashboards to communicate the effectiveness of marketing and sales initiatives.

Senior Marketing Operations Manager

Marketing Operations Manager

HireVue

Co-created multi-channel marketing campaigns and demand generation programs with the goal to delight prospects and achieve business objectives. Brings new, fresh and creative ideas for targeting ideal customers and building the sales pipeline.

• Streamlined performance across multiple platforms and processes resulting in a 30% increase of marketing qualified leads
• Owned email nurturing: experiment, design, implement and optimize automated lead segmentation, email series, and lead scoring
• Managed 3rd party emails to increase the volume of targeted leads and nurture with drip campaigns
• Established a 5% benchmark conversion rate to meetings booked for lead nurture campaigns 
• Partnered with the corporate marketing team to develop and recommend innovative approaches to solve business and technical problems
• Generated 25% subscriber reengagements rate with an experimental email campaign

Digital Marketing Manager

Venafi

Responsible for all digital marketing and branding efforts. Implemented strategies, designed properties online and offline, and managed marketing automation systems company-wide to maximize return on investment.
• Influenced and developed integrated marketing campaigns and report on key performance indicators
• 108% average increase in website traffic YoY
• Researched, implemented, and analyzed: SEO, SEM, website optimization, and A/B testing
• Influenced and developed integrated marketing campaigns and report on key performance indicators
• Managed content syndication vendors to increase B2B leads and report ROI
• Designed and delivered a full range of high-impact digital collateral and graphics (e.g. PDFs, HTML emails, presentations, event banners, event graphics, infographics, and display ads)

Marketing Manager

Connected business requirements, data and automation to drive marketing campaigns.
• Created and managed email marketing campaigns
• Contributed and implemented lead scoring matrix
• Developed documentation and roadmaps for marketing campaign processes
• Collaborated with marketing teammates, sales teammates, and other key stakeholders to implement targeted, automated email campaigns
• Generated Key Performance Indicators to report on marketing and sales activities and effectiveness and business impact.
• Monitored and maintained data quality within the marketing database
• Evaluated new technologies and add-on applications to improve and optimize marketing team performance
• Supported corporate and field events: logistics, graphic creation, and booth duty

Marketing Specialist

GTM Solutions Architect for B2B SaaS

Defined by adaptability, integrity, and curiosity, I approach problems with a strategic mindset that drives meaningful results.As a seasoned marketing leader, I transform go-to-market strategies by fostering collaboration, leveraging AI-powered solutions, and equipping teams with actionable data insights. My ability to simplify complex processes and technology has consistently enabled double-digit revenue growth and competitive advantages at private equity and VC-backed B2B SaaS organizations.

Ian Shields

Heather Robinette, MBA

AppOmni

AppOmni is the leading provider of SaaS Security Management software. AppOmni provides unprecedented data access visibility, management, and security of SaaS solutions, enabling organizations to secure mission-critical and sensitive data. AppOmni’s patented technology deeply scans APIs, security controls, and configuration settings to evaluate the current state of SaaS deployments and compare against best practices and business intent. With AppOmni, organizations can establish rules for data access, data sharing, and third-party applications that will be continuously and automatically validated.

• Led the optimization and integration of Salesforce, Groove, and LeadIQ, streamlining data flows and automating reporting, leading to a 30% reduction in manual data entry and a 20% increase in operational efficiency
• Built account scoring in Clay that incorporates weightings for employee size, tech stack, and industry to produce a score and tier used in dynamic territory planning for improving rep ramp time and quota attainment 
• Crafted an internal sales methodology called PIPE and created the fields, logic, and scoring in Salesforce to help guide the sales team during the sales process and improve VPs ability to understand opportunities at risk 
• Improved customer renewals by establishing automated workflows in Salesforce to manage upsells and renewals and enhancing cross-departmental collaboration between sales and customer success teams
• Developed Lead Scoring in HubSpot using fields, workflows, and calculated properties to create firmographic, behavioral, and demographic scores to equal the AQL score, which provided more flexibility and accuracy

Senior Revenue Operations Manager

Robinette Marketing

Part-time consultant helping companies with marketing, sales, and revenue operation needs. Experience in multiple HubSpot and Salesforce instances.

RevOps Consultant

Pavilion

Pavilion (formerly Revenue Collective) is a private membership for high-growth individuals who are looking to thrive in today's evolving business world.

Rising Executives School Graduate (June 2022). Learned the leadership, management, and core competencies needed to succeed at the executive level.

Enterprise GTM School Graduate (June 2022). Learned how to build and execute effective Enterprise GTM strategies.

Marketing School Graduate (May 2022). Learned how to improve skills as a marketer, manager, and ethical leader by covering the pillar disciplines of marketing and core tenets of sales. 

RevOps School Graduate (February 2022). Learned actionable insights into the core functions of a RevOps leader.

Revenue Growth Architecture School Graduate (July 2021). Learned the key skills, strategies, and scientific models needed to be a revenue growth architect, including the principles of recurring revenue, the GTM operating model, the SPICED methodology, identifying moments that matter, and more.

Associate Member

Peak Community

Peak Community is an invite-only private community of the best marketers and marketing leaders to connect, learn, and get 1% better each week.

Member, Emerging CMO

Asite

Asite helps people share information and build knowledge in a secure environment in the cloud. Every day, people all over the world use Asite to manage their projects and supply chains collaboratively to get the information they need – when and where they need it.

• Worked with the global sales teams to gain consensus on the sales process that was documented and operationalized using a 40-page Revenue handbook and rolled out system-wide changes in Salesforce and HubSpot
• Provided sales and marketing enablement training to 50+ users across systems such as ZoomInfo, LinkedIn Sales Navigator, 6sense, HubSpot, and Salesforce to increase adoption and user productivity 
• Developed and implemented a first touch/last touch attribution model using automation to provide cleaner, more accurate reporting to illustrate sales and marketing pipeline contributions 
• Laid off due to a company restructure that eliminated the RevOps team

Revenue Operations Manager

Conexlink (MyCloudIT)

Conexlink is a SaaS company committed to empowering every business to take advantage of the cost and performance benefits of delivering IT in the cloud. MyCloudIT provides automated solutions for moving businesses into the cloud and taking advantage of cost-saving optimization strategies.

• Grew HubSpot usage from a few emails to fully leveraging Marketing Hub, Sales Hub, and Service Hub which included building out automation for email campaigns and building out the knowledge base
• Established and documented the sales and marketing process and metrics, including starting weekly and monthly meeting cadences, which drove accountability across the entire team 
• Built and managed marketing and sales operations, including the tech stack, processes, and reporting across the company and teams 
• Promoted from Marketing Manager to Director of Marketing in 2020

Director of Marketing

Cunningham Group at RE/MAX Advantage

Cunningham Group at RE/MAX Advantage is a Las Vegas and Henderson-based real estate team serving dream-seeking home buyers, cutting-edge sellers, and investors. Community and Service are a core focus of our business. 

• Created KPI reporting to measure the success of omnichannel marketing efforts and align with company growth goals, which resulted in an ROI of 120% in 2016 
• Introduced paid search with Google Ads and Facebook Ads to the marketing strategy, which diversified lead sources and accounted for 20% of the revenue

SteelSentry

SteelSentry is the leading manufacturer of technical, industrial, and laboratory furniture in the United States. 

• Led a 5-person cross-functional team through the design and development of the first product catalog, which included working with different departments, overseeing the design, and meeting tight deadlines 
• Researched and developed easy-to-understand presentations and collateral for the sales team on customer product uses
• Provided recommendations to leadership on website changes based on Google Analytics and worked with the web admin to implement changes which resulted in an increase in website traffic

Marketing Analyst

Materials Transportation Company

Materials Transportation Company is an employee-owned company that was founded in 1946. MTC engineers, designs, and manufactures a complete line of integrated food process systems and battery-handling equipment to companies worldwide. 

• Collaborated with the VP of Sales to create sell sheets, and redesigned the product catalog and website, which increased website traffic
• Coordinated a large-scale trade show in Chicago involving logistics of equipment for MTC and a Polish partner company, booth design and layout, traditional and online marketing efforts, and a budget of $100,000
• Created and implemented initial training for 2 new sales coordinators, including procedure guides, hands-on training, and facility tours to introduce them to other departments

Sales & Marketing Administrative Coordinator

Oracle

Oracle Corporation (Oracle) provides products and services that address all aspects of corporate information technology (IT) environments, including application, platform and infrastructure.

• Created a training guide as part of the peer mentoring initiative to help new hires transition into their roles 
• Cultivated strong relationships with customers, identified and addressed business needs, and provided possible solutions  
• Developed and organized in-depth territory and account knowledge including contact information, current product ownership, current and future technology plans and targeted areas of opportunity

Business Development Consultant

Up until 2021, my career was centered on Marketing. I went to school for marketing, the first part of my career was in marketing, and everything seemed to be on track.

Then, in 2021, I was laid off as a Director of Marketing for a tech startup after roughly 60 days. Everything happens for a reason, right?  

I had the unique opportunity to spend time reflecting on my career and figure out what I really wanted to do next. And looking back, it all makes sense now.

In my previous role, the projects and tasks I enjoyed working on the most were centered around operations. 

After 2 short months, I was hired into a Marketing Operations role, and by day 3 (seriously), it became a Revenue Operations role as I started working with the sales, marketing, and customer success teams. 

Needless to say, Revenue Operations found me! 

A few highlights have been:
• Creating a Revenue Handbook to document and operationalize the global sales process 
• Building email automation and lead routing to help increase efficiency for the marketing team and decrease speed to lead time for the sales team
• Developing a First Touch/Last Touch Attribution model to reduce human error, improve reporting accuracy, and better illustrate pipeline contributions

AppOmni is the leading provider of SaaS Security Management software. AppOmni provides unprecedented data access visibility, management, and security of SaaS solutions, enabling organizations to secure mission-critical and sensitive data. AppOmni’s patented technology deeply scans APIs, security controls, and configuration settings to evaluate the current state of SaaS deployments and compare against best practices and business intent. With AppOmni, organizations can establish rules for data access, data sharing, and third-party applications that will be continuously and automatically validated.

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The Battle

Ian Shields

Heather Robinette, MBA

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