At Lob, I lead our digital marketing strategy with a focus on building and scaling programs that directly contribute to pipeline creation, revenue growth, and marketing efficiency. I own our digital channels - including paid media, SEO, CRO, and web - and work cross-functionally to align efforts with our broader GTM strategy across enterprise sales and PLG motions.

Key Contributions:

• Drove a 45% increase in pipeline from digital sources by implementing a full-funnel acquisition strategy across SEM, display, and paid social - targeting in-market accounts with personalized creative and landing experiences.

• Accelerated revenue through digital touchpoints by aligning digital campaigns to sales priorities and intent data, improving lead quality and boosting MQL-to-SQL conversion rates.

• Lowered CAC by 20% through budget reallocation, improved media efficiency, and high-converting web experiences - contributing to higher ROI and more efficient pipeline creation.

• Boosted organic pipeline by 60% by revamping SEO strategy (technical + content), increasing visibility on high-intent keywords, and optimizing content for generative AI search results.

• Improved demo & signup conversion rates by 30% by executing targeted CRO experiments, optimizing CTAs, and enhancing on-site personalization across high-value pages.

• Built attribution models and reporting dashboards that tie every digital investment to influenced pipeline and closed-won revenue, enabling better forecasting and budget allocation.

• Partnered across GTM teams (Product Marketing, Demand Gen, Sales, Brand) to ensure digital campaigns fuel revenue-driving initiatives - from product launches to vertical-specific motions.

As both a strategic lead and hands-on operator, I work to ensure every digital touchpoint drives measurable business outcomes - not just traffic or MQLs, but pipeline and revenue.

Director of Digital Marketing

Pavilion

Associate Member

StarTree

At StarTree, I led demand generation strategy across product-led growth (PLG), enterprise sales, and partner/channel motions. I designed and executed integrated programs that generated pipeline, improved lead quality, and supported revenue acceleration - while building the infrastructure to scale repeatable, efficient growth.

Key Contributions:

• Increased marketing-sourced pipeline by 62% YoY by launching multi-channel campaigns tailored to each funnel, including net-new ABM programs, PLG lifecycle tracks, and partner-led co-marketing.

• Boosted trial-to-PQL conversions by 41% by overhauling onboarding, in-product messaging, and retargeting to accelerate product adoption and trigger timely sales outreach.

• Launched ABM engine targeting strategic accounts using 6sense and custom audience segments, resulting in a 3.2x lift in opportunity creation from engaged accounts.

• Improved MQL-to-SQL conversion by 28% by refining lead scoring models and streamlining SDR handoffs, cutting lead response time in half.

• Reduced CAC by 17% through tighter channel targeting, optimizing spend mix across paid search, content syndication, and sponsored LinkedIn campaigns.

• Rebuilt campaign attribution & funnel analytics in partnership with marketing ops, enabling real-time visibility into campaign-influenced revenue and accelerating GTM budget decisions.

In this role, I acted as both a strategic leader and a hands-on operator - translating growth goals into measurable pipeline impact and building systems to track, attribute, and scale success across a multi-motion GTM model.

Director of Demand Generation

AvidXchange, Inc.

At AvidXchange, I led the development and execution of integrated digital marketing campaigns aimed at driving brand awareness, lead generation, and revenue growth.

• Developed and managed comprehensive SEM and SEO strategies to optimize performance and efficiency. Demonstrated expertise in both paid and organic search channels, including day-to-day management of campaigns and cross-functional collaboration to drive demand generation, pipeline creation, and revenue growth.

• Regularly monitored and analyzed campaign performance metrics to inform ongoing optimization strategies. Conducted keyword research and developed positioning strategies in collaboration with internal content teams, leveraging tools such as SEMRush, Google Ads, Google Analytics, and Google Search Console.

• Designed and executed strategies to improve website traffic conversion rates, leveraging data-driven insights and A/B testing to ensure predictable, repeatable, and scalable growth.

• Partnered with field marketing, partner marketing, and business development teams to implement integrated campaigns, promote industry events, and enhance account-based marketing (ABM) initiatives. Collaborated on key projects to align search strategies with broader organizational goals.

• Managed vendor relationships for digital marketing platforms and technologies to ensure adherence to best practices and successful execution of Statements of Work (SOWs). Partnered with marketing operations teams to develop a high-performing MarTech stack and align future technology investments with strategic priorities.

• Conducted market research and competitive analyses to identify opportunities for demand generation and refine SEM and SEO strategies. Forecasted campaign performance considering impression share, budget, and competitive landscape to align with aggressive growth targets.

Senior Digital Marketing Manager

Crafted

Crafted is a customer experience driven B2B demand generation agency contributing multi-channel demand generation campaigns and programs for mid-market and Fortune 1000 clients.

• Managed demand generation strategies for B2B Fortune 1000 companies in the financial services, manufacturing & distribution, and technical services industries

• Created integrated Account-Based Marketing (ABM) campaigns that complemented and supported the marketing funnel throughout the entire customer journey

• Executed and optimized integrated demand generation campaigns that leveraged paid search & social media platforms, SEO-driven content creation & optimization, and remarketing initiatives

• Built out reports to track ROI from campaigns with a focus on key KPIs including CAC, CPL, MQL, OPP, ARR, and closed won business.

Digital Marketing & Analytics Lead

Senior Digital Marketing & Analytics Manager

E-dreamz, Inc.

E-dreamz specializes in providing a full suite of digital marketing and web design services that help businesses grow online. Our solutions empower forward thinking companies to redefine their business through digital marketing and development solutions. With over 18 years in business E-dreamz has the strategic, creative and technical expertise required for success. 

• Developed and executed integrated digital marketing campaigns for a wide portfolio of clients such as: Medical Practices, Law Firms, International Manufacturers, and Aftermarket Auto Part Providers.

• Built, launched, and maintained advertising accounts through platforms such as Google AdWords, Bing Ads, Facebook Ads Manager, YouTube Ads, LinkedIn Ads & Twitter Ads.

• Managed total monthly digital marketing budgets in excess of $100,000

• Created and managed conversion rate optimization campaigns utilizing exit intent pop-ups, online contests, live chat, heat-mapping, and review management & marketing tools.

• Content planning, HTML coding, and delivery of email marketing campaigns for various clients utilizing Campaign Monitor, MailChimp, HubSpot, and the agency's proprietary platform.

• Oversaw over 15 successful website launches ensuring SEO best practices were met from a technical and on-page standpoint.

Senior Digital Campaign Manager

Digital Campaign Manager

Alter Imaging

Alter Imaging, Inc. is an award-winning digital advertising agency delivering goal-centered solutions for clients spanning the United States within a multitude of industries. With over 85 years of experience, we create, maintain, and drive brands seamlessly through web design, application development, and Internet marketing.

• Personally responsible for the digital marketing and search engine optimization strategies of 11 clients in varying industries.

• Focused on optimizing the on-page website content for clients through Organic SEO best practices (i.e., Keyword Research, Title Elements, Meta Descriptions, H1’s etc.)

• Worked with clients to create SEO-centric content and blog posts to help improve overall organic search rankings for specific keywords.

• Conducted Technical SEO website audits for clients, and implementing changes through the website content management systems (CMS).

• Created new blogs and social media posts for the agency Website, Facebook, Twitter and LinkedIn.

• Implemented email marketing campaigns for the agency using MailChimp from lists obtained from Salesforce and Lead Forensics.

• Optimized local search and business directory listings for clients utilizing Google My Business, Google Mapmaker, and Yext.

Digital Marketing Strategist

Cox Automotive Inc.

While consulting for Cox Enterprises I was assigned to the DealShield project in their automotive division. DealShield started out as an innovative business model within the Cox Automotive Incubator and spawned into a product/start-up within the company. I was a part of the project from the initial pilot phase, prototyping, inception, and full go-to-market national launch.

• Consulted with Cox Automotive and assisted with the national product launch of DealShield through the creation of a field marketing strategy that was rolled out wholesale automobile auctions across the United States & Canada.

• Launched DealShield Market Protect at various Manheim auction locations in Southern Florida & New Jersey. Partnered with Enterprise, Hyundai, Holman Automotive, and Braman Automotive to promote this product in their inventory. Increased the number of vehicles sold, while providing the opportunity for new buyers and customers to utilize the product in the process.

• Traveled to various Manheim auction locations throughout DealShield's beta phase in order to record observations, that would later be used as eventual product enhancements, before the national launch.

• Worked as a liaison with Manheim Mobile Auction Sales in the North Carolina area. Promoted, marketed, and sold to consumers while DealShield was still in the pilot phase.

• Monitored DealShield automobile returns and executed data/trend analysis, in correlation with product transaction results.

Product Launch Consultant - Marketing

602 Communications

602 Communications is a research and consulting company that shows organizations how to have deeper, more passionate relationships with their customers. The company specializes in emotional marketing techniques. They help their clients achieve extraordinary customer loyalty through research, consulting, speaking, white papers, conference presentations, and training workshops.

•Created a search engine optimization (SEO) strategy in order to increase traffic to media on YouTube as well as the company website.

•Used Google Keyword Planner in order to discover phrases and terms to integrate into the company's search engine optimization strategy.

•Updated company social media pages, including Twitter & Facebook, with new posts, containing advertisements and innovative concepts, utilizing Buffer.

•Assisted with email marketing campaigns through the use of Constant Contact and InfusionSoft, in order to increase company presence.

•Utilized Google Analytics in order to monitor traffic on the company website.

•Assisted in the management of company databases through FileWare.

Digital Marketing Intern

Hibernian Company, Inc./Solas

Hibernian Company Inc., based in Raleigh, North Carolina, brings unique, award-winning restaurants and nightlife to the Capital City and beyond.

•Successfully pitched, marketed, and promoted St. Stephen's Day, an event for the Hibernian Pub utilizing the following tactics:
-Fliers: (Photoshop)
-E-Blasts: (Constant Contact)
-Facebook & Twitter: (HootSuite)

•Utilized static HTML iframe tabs in order to create an app link between the company's Facebook and OpenTable pages.

•Created video contests and coupon promotions utilizing ShortStack, to generate more likes on the company's Facebook page.

•Maintained social media profiles, activities, and promotions, through HootSuite.

•Documented and maintained company websites utilizing WordPress & FileZilla.

•Successfully added photos to company websites using Google Picasa & LiveShare photo gallery client.

•Utilized Facebook, Twitter, LinkedIn, YouTube, and other relevant social media communication channels to promote the company's various restaurants.

•Improved the marketing communications plan of the Hibernian Pub through various additions of increased promotions and advertising to the overall framework.

Marketing & Public Relations Intern

As a senior digital marketing leader, I specialize in building high-performing programs that drive pipeline, revenue, and brand growth. Currently at Lob I lead our digital strategy across paid media, SEO, CRO, and Web - helping scale both PLG and sales-led funnels in a competitive B2B SaaS landscape.

With over a decade of experience, I've helped SaaS companies grow from early-stage to enterprise by focusing on what matters: aligning demand generation to business goals, optimizing every step of the funnel, and experimenting relentlessly to uncover what works.

My core strengths:

• Demand generation strategy tied to revenue & pipeline
• SEO, SEM, paid social, and programmatic advertising
• Website and conversion rate optimization (CRO)
• Marketing attribution, analytics, and Martech stack leadership
• Team development and cross-functional collaboration

Let's connect if you're looking for someone wo can bring a data-driven, full-funnel mindset to growth.

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