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Lightcast

As the Director of Digital Marketing on the centralized Corporate Marketing team, it was my responsibility to support each of our four vertical marketing teams with building and executing the right Demand Generation strategies and programs for their specific goals. We supported the Enterprise, Education, Public Workforce & Government spaces, and a Global team that encompassed all three of the aforementioned verticals primarily in the UK, European, and APAC markets. 

Specifically, this role required me to oversee the proper allocation, usage, optimization, and reporting of over $600,000 of spending in 2023 across ABM, Growth Marketing, and Lifecycle & Customer Demand Generation Marketing initiatives. Cross-functional collaboration across marketing, sales, and customer success on projects with over 30 people was headed by myself and my two direct reports with great success. 

This role was also concurrent with the advent of AI tools in marketing, which we were excited to test and leverage. After using various tools and understanding the impact they could have, I developed the responsible usage and guidelines of AI tools for their use in marketing development and execution.

Director of Digital Marketing

Credit Key

Post Series A fintech startup providing flexible payment SaaS technologies for B2B Merchants and offering flexible financing opportunities for small-to-medium businesses and operators.

In this brief, but effective stint I oversaw the implementation, setup, and ongoing usage of the 6sense ABM platform. In conjunction with other platforms, we used this to: 

* Develop ABM programs for SMBs and Strategic Account initiatives that included executive gifting, targeted digital advertising, outbound sales, and in-person events
* Competitive "take down" programs against regional competitors in key markets 
* Provide key account insights to BDRs, AE, and Client Success throughout the sales and renewal pipeline process to increase pipeline velocity.

*Branding*
As one of two marketing people at the company, it also fell under me to implement the new brand identity across all platforms and channels upon my arrival in April 2022. Internal branding updates were accompanied by a structured rollout plan to the distributed workforce of over 70 people that included: 

* Brand guides, templates, and updated sales materials
* Re-writing of outbound sales cadences to align with our USPs
* Maintaining both a proper and engaging organic social media presence, and ensuring our new and "always on" programs were updated
* Updating and promoting our partner marketing materials, options, and incentives available to over 250 domestic SMB and large business clients

Digital Marketing Manager

Emsi Burning Glass

See the above description for Director of Digital Marketing at Lightcast.

Digital Marketing Director

Digital Marketing and Demand Generation Manager

EPOS

The beginning of my Demand Generation Player-Coach journey where I built the Demand Generation process for the Americas region after close collaboration with sales and product marketing teams.

I utilized high-value content across multiple channels including Email, Paid Social, Content Syndication, field marketing, and channel marketing partners with the primary focus on shifting from lead quantity, to lead quality.

I earned the responsibility of managing the annual $250,000 marketing budget that included the identification, selection, and ongoing evaluation of various agency and channel partners. 

Earning my Salesforce Marketing Cloud Certification upon the system being brought on was a major accomplishment. I then leveraged the platform to optimize our marketing automation and content marketing efforts, greatly improving our BDR/SDR's leads-to-booked meetings conversion rate.

District Athletic Club

This is where I earned my "Real World Work" MBA since it required me to learn and become proficient at every aspect of running a business. During my tenure, I oversaw five years of continuous revenue growth while also growing and managing a staff from 11 to over 40 people, including 12 FTEs. 

In addition to running the daily operations, developing the group training programming, and mentoring staff, I also built and executed comprehensive marketing strategies for the launch of three new product offerings in 2018, and two others in 2017 contributing to 30% and 23% YoY revenue increases respectively.

Before that, I doubled customer lifetime value (LTV) by utilizing a content marketing strategy that included the creation of countless videos, blogs, emails, and web pages. Later on, this was scaled up and became the foundation of our new member onboarding process.

Director of Marketing & Operations / General Manager

Higher One

* Developed the social media marketing strategy for the consumer products and executed it in order to drive action, engagement, and consumer account adoption 

* Implemented a digital marketing campaign for prospective customers using email, website landing pages, blogs, and social media that increased checking account adoption leading to a revenue increase of over $3.2 million in 2013, while also using A/B testing to prove campaign effectiveness

* Successfully implemented new customer service channels on Twitter (@AskHigherOne), and Facebook that required multiple layers of testing, legal approval, and collaboration with the Customer Care team

* Manage consumer-facing social media channels including Facebook, Twitter, WordPress blog, and YouTube accounts. Responsibilities included content creation, analytics, fostering engagement, and social CRM.

Social Media & Consumer Account Acquisition Marketing Manager

* Built, coordinated, and executed marketing campaigns and initiatives for a customer base of over two million with the goal of increasing primary account usage and adoption of our checking account product.

* Coordinated and managed partnerships and advertising opportunities with college athletic departments including opportunity identification, contract negotiation, and execution.

* Employed paid channels and measurement tools from Google, Facebook, and agency partners to serve content, and utilized subsequent measurement tools from Google Analytics and Facebook business manager to measure ROI

Consumer Marketing Coordinator

* Act as liaison between student organizations and leaders along with college & university administrators to clearly communicate, educate and gather feedback about Higher One on their campus.

* Support customer base of over two million students and an internal team of 13 Relationship Managers.

* Facilitated meetings and forums with audiences of all sizes, from 2-200 people, with various student groups, media outlets, and college administrators from front-line staff up through C-Level positions.
 
* Creator and coordinator of Game Time, Higher One's financial literacy and information blog for students, www.HigherOne.com/gametime.

* Work in cross-functional teams across all departments such as marketing, customer care, and business development assisting with the implementation of new programs to ensure client & customer satisfaction.

Account Management Associate

Ryan Partnership

Assist in planning and executing various consumer promotions for Wyeth Consumer Healthcare.
 
Responsible for issuing creative service requests and assuring their timely completion.
 
Prepare and update a status report weekly, and a competitive review biweekly for both the client and the agency.

Work closely with Senior Program managers with day to day projects and assignments.

Associate Program Manager Intern

Participant in brainstorms and ideation sessions for various consumer promotion programs.

Serve directly under Concept Coordinator and Chief Creative Officer and assist in their daily activities and initiatives.

Aid in the development of activation platforms, new business proposals, and everyday client requests.

Support multiple Account Mangers and Account Directors with necessary tasks for various program ideations.

Concept Coordinator Intern

Responsible for supporting entire agency with secondary market research for the most accurate concept ideation.

Researched and aggregated large amounts of consumer data for various agency accounts and clients to ensure proper consumer targeting.

Utilized many research resources including Iconoculture, Lexis Nexis, Mintel, Datamonitor, In-Store Marketer, and various others.

Consumer Insights Intern

People's United Bank

Service customers basic banking needs in a timely, efficient, and professional manner.

Responsible for opening and referring checking & savings accounts, CDs, and long term investments.

Continuously meet and exceed retail sales goals as a part-time associate and was awarded "Most Outstanding Part Time Employee Q1 2007" for my region.

Senior Customer Service Associate

***Currently seeking new opportunities as a Demand Generation Marketing Player-Coach***

I am a senior-level Demand Generation and Growth Marketing Leader with over 16 years experience designing marketing strategies and building high-performing teams that regularly outperform goals for revenue and pipeline growth, lead conversion and funnel optimization, account-based marketing (ABM) initiatives, and more. 

Breaking down silos between sales and marketing and fostering cross-functional collaboration to deliver positive bottom-line ROI has been an area of particular success. This is thanks to my experience, and enjoyment, from mentoring, coaching, and growing teams within all sizes and types of businesses. I also still enjoy diving right into execution and getting my hands dirty to get the job done!

Recent Highlights Include: 
* Generating $7.2M in sales pipeline with a $600K budget across various Demand Gen programs in 2023

* Improving the time from lead capture to sales outreach by 75% using Clearbit + Chilipiper

* Creating the first Demand Gen program at EPOS that increased qualified leads by 43% annually for SDR/BDRs

* Managing and mentoring cross-functional teams of up to 25 people across four countries and multiple business verticals while also managing two direct reports after having grown an entire team from 11 to 40+ people previously

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