From the manufacturing floor to the boardroom, ETQ’s quality management software is driving the evolution of quality management from a point solution to a data-enabled, integrated business process management platform.

Marketing Automation Manager

Rosemont Books

Co-author of The Shadows of Freedom series, a trilogy of dystopian novels: IN THE SHADOWS OF FREEDOM, A NATION OF TYRANTS, and AS STRONG AS DEATH.

A NATION OF TYRANTS won 1st Place in the 2023 CMA Book Awards for Self-Published Fiction

SpellmanBooks.com

Award-Winning Author

Orchard Marketing, LLC

• Managed the marketing operations and demand generation functions for 6+ B2B SaaS startups (Miscreants).
• Increased ROAS by 46% in less than 8 weeks through analysis & reallocation of budget (InsurePro).
• Drove a 588% increase in qualified leads in 10 weeks through an owned social media strategy (Rex).

Marketing Operations Consultant

SPHERE Technology Solutions

Owned the demand generation strategy and execution at SPHERE, a venture-backed cybersecurity software company, creating and capturing demand to support sales goals and maximize the sales team’s effectiveness:

• Owned the implementation and day-to-day execution of Metadata, LinkedIn Ads, Google Ads, GA4, and other tools.
• Built demand generation engine from the ground up, with strategies and tactics focused on paid/owned social, paid search, virtual events, and email.
• Created & ran a series of live, virtual events, working directly with SMEs and distributing the content widely after the events.
• Crafted LinkedIn Thought Leader ads, working directly with the CEO to generate high-value video content and social post copy.
• Exceeded SQL (Sales Qualified Lead) goals in each of the first two quarters with the organization.

Sr. Demand Generation Manager

SCYTHE

Owned the demand gen and RevOps/marketing operations strategy and execution at SCYTHE, a venture-backed cybersecurity start-up, creating and capturing demand to support sales goals and maximize the sales team’s efforts:

• Led demand generation/marketing as the sole full-time marketer (for majority of time), with strategies focused on paid/owned social, paid search, email, and virtual events.
• Served as the company's first HubSpot Admin for the MAP, CRM, CMS, and Service Hub, building and managing these systems from the ground up.
• Owned the implementation/day-to-day execution of Chili Piper, Metadata, HockeyStack, GA4, and other marketing tools.
• Brought marketing’s contribution to 61% during the first three months, exceeding Marketing-Sourced Pipeline (%) goal.
• Brought Marketing-Sourced Pipeline (%) to 72% (exceeding goal by 118%) by the end of the first 12 months.
• Crushed the SQL goal by 274% in the fourth quarter with the organization.
• Led Sales Development team consisting of three SDRs.

OffSec

Managed B2B marketing strategy and demand generation efforts for a VC-backed, information security company, a pioneer and leading provider of hands-on infosec courses and certifications.

• Managed day-to-day technical implementations, integrations, and process improvement of OffSec’s marketing operations stack, particularly HubSpot (MAP) & Salesforce (CRM).
• Owned email marketing channel, from content creation to list management to optimization
• Oversaw and drove B2B demand generation efforts, including podcasts, paid social, webinars, email marketing, and other tactics/campaigns.
• Reported, analyzed, and owned revenue-driven KPIs.
• Oversaw all paid social advertising, driving strategy and managing execution.
• Increased Sales Qualified Opportunities 159% year-over-year, while more than doubling marketing-sourced revenue Year-Over-Year.
• Brought Marketing’s contribution to revenue up to 49%.
• Managed one direct report, the Sr. Marketing Operations Specialist.

Select accomplishments at OffSec:
• Increased Sales Qualified Opportunities 159% year-over-year, also exceeding very ambitious revenue goals.
• Built robust email marketing strategy and program from the ground up, routinely seeing open rates 175% above the industry average and click rates 350% above average.
• Built and launched a chatbot (a first for OffSec), which automatically books meetings for reps based on complex lead assignment rules.

B2B Marketing Manager

Overview
• Managed marketing operations for a infosec (information security) training pioneer
• Established, managed, and drove the vision for OffSec's marketing technology stack, marketing/business intelligence, and conversion optimization program

Marketing Operations and Conversion Rate Optimization
• Managed (day-to-day, technical implementations and integrations, process improvement) of martech stack, particularly marketing automation platform (HubSpot)
• Owned email marketing channel, from content creation to list management to optimization
• Analyzed systems, processes, and content; recommending improvements for the customer journey on both the website and the D2C sales funnel (GA4, Heap, and other tools)
• Drove KPI tracking and funnel/conversion optimization

Marketing Operations Manager

Center for Internet Security

• Owned the marketing operations function, serving as admin of HubSpot for a 300+ person organization, building the system from the ground up in conjunction with Salesforce.
• Developed and optimized email marketing strategies and execution.
• Created and maintained robust tracking, data analysis, and reporting using HubSpot, Salesforce, Google Analytics, and other tools, enabling the org to see revenue sources clearly.
• In 12 months, drove 21% more Sales Qualified Opportunities, while increasing close rate 188%.

Senior Marketing Analyst

XOS (X-Ray Optical Systems)

• Guided the development and owned the execution of marketing campaigns for an industrial/environmental tech company (part of Danaher, a Fortune 500), including paid and owned social, email, webinars, SEO, PPC, PR, and marketing operations (HubSpot).
• Exceeded lead targets consistently, overdriving MQLs by 59% versus goal within 6 months and yielding 116% more SQLs than targeted.
• Monitored the ongoing success of marketing activities consistently (using Domo, Google Analytics, and other tools), based on clear metrics, making adjustments to optimize results.

Marketing Manager

Apprenda

• Managed the strategy, execution, and optimization of marketing campaigns for a cloud computing software start-up, backed by $32M in Venture Capital and utilized by major enterprises such as JPMorgan Chase, McKesson, Boeing, & Diebold.
• Conducted CRO (conversion rate optimization) on existing marketing campaigns, collateral, and processes, including the corporate website, landing pages, emails, whitepapers, blog posts, social media, and microsites.
• Conducted initial and ongoing SEO on company website and launched / managed Google Ads and LinkedIn ad campaigns.
• Conducted ongoing analysis, reporting, & adjustments for marketing campaigns, utilizing Google Analytics, Google Ads, LinkedIn Ads, Optimizely, Moz, CrazyEgg, Hotjar, Salesforce, and other tools.

Marketing Optimization Architect

Burst Marketing

Overview:
•       Managed the strategy, execution, and analysis of digital marketing campaigns for an award-winning marketing agency.

Digital Marketing:
•       Oversaw, project managed, and implemented digital marketing strategies for clients—including SEO, content marketing, Pay-Per-Click (PPC) advertising, landing pages, and email marketing.
•       Conducted keyword research and On-Site SEO, created landing pages, built & managed PPC campaigns, and directed ongoing content marketing campaigns.
•       Optimized for conversions existing marketing campaigns and processes, including agency and client websites, landing pages, emails, and templates (Conversion Rate Optimization).
•       Recruited and managed SEO, PPC, content marketing, and email marketing freelancers and interns.

Analytics:
•       Developed comprehensive digital strategies for clients & prospects via in-depth analysis and recommendations.
•       Oversaw ongoing analysis and adjustments for digital marketing campaigns, utilizing Google Analytics, Google AdWords, Raven Tools, Call Tracking Metrics, CrazyEgg, and other tools.
•       Conducted A/B testing for landing pages, paid advertising, and email campaigns, continuously optimizing for conversions (CRO).

Manager of Inbound Marketing and Analytics

Demand Gen @ SCYTHE | B2B SaaS | Author

👋 I'm a marketing operations and demand generation professional and a HubSpot Super Admin since 2015. I've had proven success building and optimizing in HubSpot, Salesforce, Google Analytics, and other tools. 8x HubSpot.

KEY RESULTS:

📈 Brought Marketing-Sourced Pipeline (%) to 72% (exceeding goal by 118%) by the end of the first 12 months. (SCYTHE)
📈 Crushed the SQL goal by 274% in the fourth quarter with the organization. (SCYTHE)
📈 Increased Sales Qualified Opps 159% year-over-year, while more than doubling marketing-sourced revenue Year-Over-Year. (OffSec)
📈 Increased ROAS (Return on Ad Spend) by 46% in less than 8 weeks through analysis and reallocation of budget/strategy (Orchard Marketing - InsurePro)
📈 Drove a 588% increase in qualified leads in 10 weeks through an owned social media strategy (Orchard Marketing - Rex)
📈 In 12 months, drove 21% more Sales Qualified Opportunities while increasing close rate by 188%. (CIS)

-------

I'm also co-author of The Shadows of Freedom series, a dystopian fiction trilogy.

Book One: IN THE SHADOWS OF FREEDOM
Book Two: A NATION OF TYRANTS
Book Three: AS STRONG AS DEATH

A NATION OF TYRANTS won 1st Place in the 2023 CMA Book Awards for Self-Published Fiction.

SpellmanBooks.com

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