Lissa Appiah

Certified Career Transition & Job Promotion Coach | Career & Leadership Development Workshop Facilitator | Speaker & Trainer | Canada's Top 100 Black Women to Watch of 2022

Are you an introverted professional delivering strong results yet still not getting the recognition, promotions, or leadership opportunities you deserve? You are not alone!

Research shows introverts with a bachelor’s degree earn $290K less over their careers than their extroverted peers, and $760K less with advanced degrees. Many workplaces reward visibility over quiet impact.

It is no surprise that 65% of senior executives view introversion as a barrier to leadership, and only 6% believe introverts have the people skills to lead teams. Without intentional positioning and visibility, many introverted professionals are overlooked despite strong performance.

And I get it... as an introvert, I once believed I had to act extroverted to succeed. Everything changed when I learned how to build a professional brand aligned with my strengths. I landed 5 promotions in under 8 years and eventually became a LinkedIn Top Voice, using visibility strategically to expand my opportunities and influence.

Today, I help introverted professionals do the same through The Introvert Leadership Method. This system helps high-performing professionals build visibility, communicate their impact, and position themselves for leadership roles and higher compensation without acting out of character.

💡 Through this approach, you will learn how to:

✔ Position your résumé, LinkedIn, and professional brand so your value is clear

✔ Build visibility and credibility without draining your energy

✔ Communicate your impact in interviews, promotion discussions, and leadership conversations

✔ Position yourself for promotions, leadership roles, and higher-paying opportunities

📈 Client Results

“Shortly after working with Lissa, I received a job offer exactly aligned with the role I was seeking.” — Anna Savelyeva, Director of Programs

“Lissa’s program gave me the tools to land new roles, negotiate better salaries, and not sell myself short.” — Linda Adwoa Aidoo, Certified Finance Professional

“Her coaching gave me clarity, confidence, and opened doors to new opportunities I never thought possible.” — Grace Udodong

🏆 Featured in: The Globe and Mail • Fortune Magazine • LinkedIn News • CTV News

👉🏽 Ready to turn introversion into an advantage and position yourself for leadership roles?

📩 Message me on LinkedIn or book a discovery call at weapply.ca

Founder, Career & Leadership Development Workshop Facilitator

We help organizations develop and retain talent through career and leadership development workshops or programs. As a Workshop Facilitator & Keynote Speaker, my signature presentations are: 

"Building with LinkedIn: Mastering LinkedIn for Career Success"
"Brand You: Unlocking the Power of Personal Branding to Stand Out in Your Career"

All our workshops and coaching programs are customized based on your organizational needs.

Dawn DiLorenzo

Fleetworthy

Managing a team of 5 marketing professionals across demand generation, customer marketing, and graphic design, I'm focused on creating high quality pipeline through ABM and omni-channel demand generation and customer marketing strategy.

Senior Director, Demand Generation & Customer Marketing

Art + Science Marketing Strategy

As a consultant or fractional marketing leader, I create data-driven strategies that generate revenue by creating, capturing, and converting demand while building high-performance marketing teams that understand the impact of everything they do.

I create alignment between sales, marketing, product, customer success, and finance to ensure a data-driven Go to Market (GTM) that creates seamless user experiences, accelerating conversions, generating revenue, reducing churn, and improving net revenue retention. 

Skilled in complex sales and marketing operations process alignment, I work with technical leaders to map integrations and workflows that provide visibility to marketing performance, shorten sales cycles, and measure Return on Investment. 

𝗔𝗥𝗘𝗔𝗦 𝗢𝗙 𝗘𝗫𝗣𝗘𝗥𝗧𝗜𝗦𝗘
> More than 25 years of building sales and marketing strategies that drive high quality pipeline and revenue
> Interface with executives and Boards of Directors to quantify and qualify results
> Builder and mentor of global demand generation, customer lifecycle, events, and content marketing teams as well as marketing operations
> Deep expertise in digital marketing to build full funnel, omni-channel strategy that drives conversions and shortens sales cycles – SEO, SEM, paid digital, segmentation, organic, email, ABM, social, content marketing, marketing automation, project management, product marketing, sales enablement, competitive intelligence analysis
> Skillfully manage budgets up to $5M to ensure positive ROI and P&L ownership

𝗜𝗡𝗗𝗨𝗦𝗧𝗥𝗬 𝗘𝗫𝗣𝗘𝗥𝗧𝗜𝗦𝗘
> B2B2C SaaS
> FreightTech
> Construction
> Real Estate
> HealthTech
> Insurance
> Higher Education
> Industrial Manufacturing
> Non-Profit

Marketing Strategy Advisor

Contently

Established first marketing center of excellence to rebrand as a SaaS-first provider. Built data-based marketing strategy, KPIs, team, and Marketing Ops from the ground up. 

Developed and launched new GTM strategy with sales, customer success, product, and finance cross-functional alignment to acquire ICP accounts like Bank of America, Siemens, Amazon, Workday, Adobe, and Moderna through ABM execution. 

Generated 6x ROI on marketing spend; 83% of total pipeline and 100% of booked revenue through data-based marketing strategy.

𝗞𝗲𝘆 𝗔𝗰𝗵𝗶𝗲𝘃𝗲𝗺𝗲𝗻𝘁𝘀
> Built demand creation engine from 0 to 1 by implementing strategic MarTech and processes to engage and convert high-intent accounts to pipeline
>  Overhauled Marketing Ops tech stack (Salesforce, Pardot, ZoomInfo, LinkedIn Sales Navigator) to improve data quality, hygiene, and reporting to provide actionable intelligence
> Improved lead conversion with customer-centric experience while building team of brand, growth, content, and freelance marketers to support enterprise acquisition
>  Implemented ZoomInfo MarketingOS and G2 Buyer Intent to identify high-intent prospects and create personalized ABM campaigns, resulting in high quality prospects converted to pipeline

Vice President Marketing

YM Careers

Exceeding growth target by 35%, created over half of the brand’s revenue while mentoring four teams of 20 global professionals on marketing operations, lead generation, demand generation, customer lifecycle, and recruitment marketing teams. 

Achieved 10x ROI on spend; P&L owner. Partnered and aligned cross-functionally with sales, customer success, product, brand, demand generation, paid media, and events to execute ABM strategy to create, capture, and convert demand into revenue. 

Decreased CAC, increased LTV. Optimized Salesforce and Hubspot.

𝗞𝗲𝘆 𝗔𝗰𝗵𝗶𝗲𝘃𝗲𝗺𝗲𝗻𝘁𝘀 
> Grew marketing-sourced revenue by 400% through inbound strategy; implemented organic content/SEO, email, SalesLoft cadences, events, and paid media in demand generation, recruitment, customer lifecycle/retention, and PLG marketing, improving conversion rates by 12% 
> Ideated, created, and executed GTM for 2 new services offerings in under 4 months; delivered over $3M pipeline in less than 2 months through targeted audience segmentation and ABM
> Optimized 7-figure marketing budget to improve Return on Ad Spend (ROAS) by 67% and Customer Acquisition Costs (CAC) by 15%
> Increased conversion rates by 12% and reduced disqualified leads by 23% with better messaging and clearer prospect journey
> Implemented and optimized Salesloft to drive outbound prospecting success through sales cadences

*Separated via corporate layoffs

Head/Director of Marketing

Web Scribble

As the first marketing leader, developed a team of marketers and analysts in the US and Eastern Europe to accelerate lead and demand generation through strategic, multi-channel marketing campaigns, resulting in 20% YoY increase in pipeline despite industry-crippling shutdowns.

Through integrated tactics like segmentation, persona-based thought leadership messaging, and other digital marketing platforms, I engaged prospects with content that supported their buyer journey and drove them into and through the funnel. 

Collaborating closely with marketing operations, I solved multiple Salesforce deficiencies and created complex automation and integration requirements to measure marketing attribution. I was published in the industry's leading voice for associations, ASAE Associations Now newsletter as a subject matter expert in marketing an association career center.

𝗞𝗲𝘆 𝗔𝗰𝗵𝗶𝗲𝘃𝗲𝗺𝗲𝗻𝘁𝘀 
> Led BDR strategy and executed integrated campaigns in Active Campaign and SalesLoft to improve conversions; surpassed goals for new account pipeline and re-engaged accounts
> Directed implementation of key Salesforce integrations, processes, and reporting to unlock insight into previously unmeasured prospect behavior and key performance metrics
> Captured over 1,000 new accounts through webinar program; exceeded goal by 150%

*Recruited by YM Careers

Director of Marketing

Blasch Precision Ceramics

Exceeding growth goal of 20% YoY, supported a highly complex, 24+ month lead cycle by creating and executing omni-channel strategy including virtual and national/international events. Demonstrated financial acumen with a high 7-figure budget, delivering increased bookings.

𝗞𝗲𝘆 𝗔𝗰𝗵𝗶𝗲𝘃𝗲𝗺𝗲𝗻𝘁𝘀
> Generated $XXMM pipeline in under 4 months; surpassed annual goal by 2x
> Drove 400% YoY increase for inbound leads via strategic marketing plan 
> Resolved long-standing integration issues between Marketo and Sage CRM resulting in better data hygiene, visibility, and actionable reporting

*Recruited by Web Scribble

Locust Grove Designs

Locust Grove Designs is my personal side hustle when I’m not solving marketing challenges. I work with builders, realtors, and home owners on every phase of a design project. From flooring to lighting, room or whole house staging, and selecting paint colors, I'm here to make your home beautiful.  

I’ve renovated a darling 1860′s Victorian as well as a circa 1800 farmhouse. I’ve worked on every project from simple, country kitchens to six-figure home projects. I love talking about houses, looking at houses, thinking about houses, and most of all working on houses.

Have a project in mind? Selling a home? Building or renovating? Give me a call at 518.222.9551 to get started!

Owner, Decorator

Epicor

Hired as DocStar’s first Digital Marketing Manager, created and executed digital marketing strategy and managed a team of internal and external resources to accelerate growth. Growth strategies positioned the company for acquisition by Epicor, a global ERP solution.

𝗞𝗲𝘆 𝗔𝗰𝗵𝗶𝗲𝘃𝗲𝗺𝗲𝗻𝘁𝘀 
> Scaled ARR 30% YoY
> Increased website leads by 20% YoY with persona-driven content and innovative digital campaigns
> Developed and executed marketing strategy for channel partners to drive sales

*Separated via corporate layoffs post-acquisition

Digital Marketing Manager

Locust Grove Marketing

I create alignment between sales, marketing, product, customer success, and finance to ensure a seamless Go to Market (GTM) that creates beautiful user experiences to increase conversions, reduce churn, and create revenue.

Skilled in complex sales and marketing operations process alignment, I design workflows that help leadership understand performance, shorten sales cycles, and focus on the activities that drive the business forward.

> Achieved #1 Google rankings with creative SEO strategy for multiple clients
> Increased organic traffic by an average of 50% across all clients
> Accelerated sales velocity by successfully implementing and integrating Hubspot and Act-On 

Industry Expertise
> B2B SaaS
> Construction
> Real Estate
> Insurance
> Higher Education

Marketing Strategist

Valogix LLC

As employee #3 in this PE backed startup, I was credited with a key role in advancing company from start-up to recognized SMB global market player by developing strategic marketing and branding plans which helped the company become a partner with SAP Business One.

Strategic GTM plans were instrumental in securing partnership with SAP Business One, solidifying company position in the market.

𝗞𝗲𝘆 𝗔𝗰𝗵𝗶𝗲𝘃𝗲𝗺𝗲𝗻𝘁𝘀
> Improved lead quality by 30%, slashed PPC budget by 70% through SEO
> Authored corporate case studies, one of which was cross-referenced by Aberdeen Research in a 2011 publication brief
> Started as SDR

Marketing and Communications Manager

With an obsession for customer experience, my expertise in sales and marketing helps B2B2C SaaS companies grow by creating, capturing, and converting demand into revenue with data-based, full-funnel, omni-channel marketing strategies. 

𝗞𝗘𝗬 𝗖𝗔𝗥𝗘𝗘𝗥 𝗛𝗜𝗚𝗛𝗟𝗜𝗚𝗛𝗧𝗦

> Created and executed ABM strategy, converting ICP accounts such as Citi, Siemens, Amazon, Salesforce, and Workday
> Generated 83% of total pipeline and 100% of booked revenue through marketing campaigns
> Grew revenue from $55M to over $85M, smashing YoY goals by 35%
> Launched 2 new products from 0 to 1 + booked revenue in under 6 months
> Led SDR strategy, metrics, and technology, improved conversion rates by 12%, and reduced disqualified leads by 23% in 12 months

𝗔𝗥𝗘𝗔𝗦 𝗢𝗙 𝗘𝗫𝗣𝗘𝗥𝗧𝗜𝗦𝗘

> 𝗕𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝗱𝗮𝘁𝗮-𝗯𝗮𝘀𝗲𝗱 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀 and teams focused on driving net new revenue, net revenue retention, and reducing churn
> 𝗣𝗹𝗮𝘆𝗲𝗿/𝗰𝗼𝗮𝗰𝗵 who rolls between strategic and tactical initiatives while building global marketing teams 
> Builder of full-funnel 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝘁𝗵𝗮𝘁 𝗱𝗿𝗶𝘃𝗲𝘀 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻𝘀 𝗮𝗻𝗱 𝘀𝗵𝗼𝗿𝘁𝗲𝗻𝘀 𝘀𝗮𝗹𝗲𝘀 𝗰𝘆𝗰𝗹𝗲𝘀 
> Complex marketing operations process alignment to measure performance, shorten sales cycles, and 𝗮𝗰𝗰𝗲𝗹𝗲𝗿𝗮𝘁𝗲 𝗮𝗰𝘁𝗶𝘃𝗶𝘁𝗶𝗲𝘀 𝘁𝗵𝗮𝘁 𝗱𝗿𝗶𝘃𝗲 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗳𝗼𝗿𝘄𝗮𝗿𝗱

𝗩𝗘𝗥𝗧𝗜𝗖𝗔𝗟𝗦 & 𝗜𝗡𝗗𝗨𝗦𝗧𝗥𝗜𝗘𝗦

> MarTech, ERP, HealthTech, Non-Profit Tech, Higher Ed, B2B / B2C SaaS, Insurance, Construction, Manufacturing, Healthcare

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Lissa Appiah

Dawn DiLorenzo 💃

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