Aleran Software

VP, Marketing & PR

The Formula Communications

I create and execute on marketing strategies for B2B SaaS companies with aggressive growth goals and who need results now. I do this through drawing on 20 years in content, digital and PR while working closely with senior leadership, Sales and Product to ensure alignment and impact. I also draw on my extensive network for resources to build out the Marketing function to deliver economically and quickly.

My strengths are seeing around corners and then tapping into my other strengths of input, arrange and activate to develop a clear roadmap to get there.

Specifics of what I do includes: 

-Creating compelling messaging, value proposition and positioning 
-Developing comprehensive marketing plans and strategies with an executable roadmap 
-Identifying and solving for brand positioning and differentiation 
-Developing and launching integrated campaigns to drive awareness and lead generation 
-Establishing digital paid media programs
-Creating content strategy and marketing strategies and activites
-Developing event and partnership strategy 
-Designing websites and landing pages
-Building marketing analytics 
-Developing marketing and sales process improvements

B2B SaaS Growth Marketing

Cashé Software

Drove growth marketing across paid-owned-earned channels with elevated messaging and content to drive a YOY 50% ARR increase.

Director of Marketing

Surest

Digital and social strategy for consumers and B2B audiences to drive brand awareness and selection of Surest as a market disruptor.

Digital Strategist

Allina Health

•Built and fostered Digital Marketing team from three to seven FTEs and contractors in one year significantly expanding capabilities, budget, and marketing technology tools as well as securing agency partners, defining team roles, advancing analytics, and partnering with talent acquisition for recruiting and onboarding.
•Aiding as partner and advisor in the implementation of CRM and Marketing Automation, including leading on email marketing strategy and design.
•Team increased blog search impressions 415% YOY and increased overall search SOV in core business units between 10%-25%.
•Team increased qualified traffic 27% YOY, driven by 21% in Organic and 50% in Paid Search
•Team drove 106% YOY conversion increase by developing and implementing a digital marketing strategy channel plan to support Brand and Service Line campaigns
•Team boosted social media followers and engagement YOY by innovating the approach to digital communications through cross-functional collaboration, particularly around crisis and reputational threats.

Manger, Digital Marketing 

Boston Scientific

•Led team of three fantastically talented content strategists and two equally fantastic marketing operations leads in Prosthetic Urology & Women’s Health 
•Engaged with partner agency to develop new Erectile Restoration direct-to-patient creative platform, including creative concepts and taglines.
•Collaborated with cross-functional teams to drive new insights to help enhance personas for targeting and campaign creation through collaborating on in-depth market research initiative.
•Partnered with marketing analytics and digital marketing teams to create marketing and performance dashboards.
•Collaborated with Product Marketing, Content Strategists on my team and partner agency to develop new full-funnel campaign for the Erectile Restoration portfolio’s most significant product targeted at two new emerging physician audiences.
•Partnered with cross-functional team to develop the Urology Pelvic Health Erectile Restoration value proposition and key messages, including testing.
•Worked with content strategist on my team to create a patient-focused content strategy leveraging SEO, paid media and site behavior and traffic data, including conversions, as well as insights from partners across the business, including Patient Marketing, Field Marketing, Patient Education and more.

Senior Manager, Global Content Marketing

Code42

•Drove a FYE 2018 200% increase in the number of paying customers of CrashPlan for Small Business from August 2016 to January 2019
•Worked with senior leaders, including the C-Suite and Product teams to develop and lead the integrated marketing & communications strategy and execution for the exit from the Consumer market, impacting more than 300,000 free and paying Home customers 
•Launched CrashPlan for Small Business’ first content marketing efforts leveraging SEO, Sales, Support and customer research as well as developed the KPIs and analytics dashboard to show impact on conversions, reporting content influencing $156k in annual recurring revenue in its first year with an 81.40% ROI.
•Concepted and built from soup to nuts all lead and customer lifecycle campaigns, including mapping email and channel content strategy and overseeing rebuilds and optimization efforts of key conversion campaigns, driving $3 million in revenue FYE 2017-2018
•Worked with SMB product team to develop communications strategy for new product user interface rollout that impacted more than 100,000 users, including leading on content development, social media management, digital channel development and crisis communications and monitoring with limited team support and budget
•Managed two direct reports and responsibly managed the marketing automation, creative, content development and public relations budgets totaling more than $200,000 annually across four different agencies and vendor partners at a time

Manager, Digital Marketing

Responsible for marketing and communications of the CrashPlan for Small Business product. Key results include:
•Directly managed three agency partners, indirectly managed and coordinated with two additional agency partners as well as led internal teams including members from Product, Analytics, Business Enablement and Corporate Marketing
•Developed website optimization, creative and messaging to rebuild the CrashPlan for Small Business website relaunched October 2016, attracting 15% more visitors per month on average
•Developed digital strategy and led team to execute integration of Marketo and the website as well as core product data to support digital marketing and site optimization efforts
•Initiated lead routing rules and marketing operations process to ensure the right leads were available to market to at the right time with the right channel (Marketo)
•Drove lead generation efforts by developing target markets and personas, identifying competitive differentiation, utilized demand creation tactics and characterized prospect qualification criteria
•Developed distinguishing messages and positioning statements along with creating sales collateral, marketing content and unique door-opening working sessions to engage clients
•Developed strategy and created email marketing program from ground up – including direct campaign building to creative to analytics, averaging a 25% open rate and 4% to 6% conversion rate

Senior Marketing Communications Manager

Weber Shandwick + Creation

Responsible for leading digital and content strategy, client relations and account as well as budget management for a diverse set of clients including the U.S. Treasury Department, Ernst & Young, Seagate and more. Key results include:
•Developed and executed social media campaigns to expand followers, engagement and traffic
•Crafted and executed Search Engine Marketing programs, including Google AdWords, and content syndication programs (including Outbrain) to drive brand awareness and traffic
•Lead new business initiatives through new RFPs, prospect development and account expansions
•Managed budgets and developed long-term staffing and organizational plans, including talent acquisition needs

Director, Digital

Responsible for developing digital and content strategy, client relations and account management for clients including Kroll Ontrack, Ernst & Young, U.S. Treasury Department, Verizon and more. Key results include:
•Led social media and digital strategy for clients and new product launches, including daily community management, listening, social content creation
•Developed and executed paid advertising and amplification programs across social channels
•Drove targeted website traffic through strategic SEO and SEM approach
•Created influencer relationship management approach, including leading identification, cultivation, tracking and measurement 
•Crafted strategic plans and implement according to budget
•Generated business development through organic and new client growth

Account Group Manager, Digital

Responsible for developing digital and content strategy, client relations and account management for clients including Kroll Ontrack and Ernst & Young primarily. Key results include:
•Developed integrated communications plans in support of brand and reputation building
•Oversaw and implemented paid advertising plans while working with vendors, including via Google AdWords, LinkedIn, Twitter and Facebook.
•Partnered closely with graphic designers to create searchable and showable social and website graphics, including infographics, “infobites” and interactive assets in accordance with SEO strategy
•Led social engagement activities, including Twitter chats and executive training and strategy for brand ambassadors

Responsible for coalition and partnership development, media and influencer relations, content strategy and development for clients including State Farm, U.S. Department of the Treasury, Ernst & Young and ECMC. Key results include: 
•Managed client budgets from $6k-$80k+/month with teams up to 12 from varying parts of the agency
•Executed media relations and social listening campaigns for top financial services firms
•Led partnership and stakeholder development for two high-profile government campaigns
•Implemented integrated web content strategy, including Search Engine Optimization (SEO) and Search Engine Marketing (SEM)

Account Supervisor, Financial Services

University of St. Thomas

•Raise awareness of the Opening Doors Capital Campaign through the identification, solicitation, and cultivation of new major corporate and foundation donors
•Collaborate with faculty, directors, staff and administration to build long-term funding partnerships
•Develop corporate volunteer engagement opportunities and affinity groups with St. Thomas programs while working with campus partners, such as Alumni &amp; Constituent Relations and the Opus College of Business
•Partner with Development communications to write and promote corporate and foundation giving stories.
•Create and submit grant and sponsorship proposals of $25,000+

Assistant Director of Corporate & Foundation Relations

•Raised funds for university programs and the capital campaign through the active cultivation and solicitation of foundations and corporations
•Worked closely with university faculty, deans and directors on collaborative proposals, including crafting budgets, as well as coordinating with the Controller’s office to track and report on grant spending
•Developed and submitted grant and sponsorship proposals to corporations and foundations
•Stewarded current and past corporate and foundation donors
•Partnered with Individual Giving Officers and alumni to engage volunteers, encourage matching gifts, and solicit in-kind donations
•Researched major gift prospects, both individuals and organizations

Assistant Director Corporate and Foundation Relations / Research Analyst

•Promoted department-wide communications through creating and writing a weekly newsletter highlighting alumni and prospect news as well as fundraising and educational trends
•Crafted key messages and communication strategies to cultivate alumni and current and potential donors
•Developed and coordinated  “Next Generation” pool of potential, high-capacity individual, corporate and foundation donors for the capital campaign while working with university administration and staff
•Identified prospects with major and planned giving capacity
•Partnered with individual gift officers and university administrators to prioritize top fundraising prospects and formalize plans for engagement.

Research Analyst

Association for Prospect Researchers for Advancement

•Served on the board as Programming Chair from 2005 to 2009
•Partnered with international board and chapter members to plan and execute professional development events, including the annual fall and spring conferences as well as the bimonthly virtual seminars and additional learning and networking opportunities

Program Chair

Strategic. Futuristic. Action-Oriented. Relational.

I’m a growth-driven marketing leader who thrives at the intersection of vision and execution. I specialize in translating complex business goals into clear, compelling strategies that deliver results.

From launching messaging platforms to architecting fully integrated paid-owned-earned campaigns that connect and convert, I bring a futurist’s mindset to the strategy and a strategist’s precision to execution. 

As a former reporter with a keen ear for and appreciation of great stories, I have helped B2B and B2C brands and executives stand out in crowded markets—not just by creating better content, but by aligning with what truly drives engagement, revenue, and long-term value.


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