E Hensley World Group, Inc.

Head of Digital Marketing

CodeSee

• Hired to build a scalable, data-driven marketing engine and achieve predictable demand generation. Align marketing investment with business objectives for maximum ROI and optimize spend to hit targets.

• Developed marketing performance dashboards tracking spend, lead generation, and pipeline goals across all demand generation channels (SEO, paid search, ABM). Optimized spend, reallocating underperforming budgets within 30 days instead of a full quarter, resulting in a 6009% increase in conversion rate in 3 months.

• Launched HubSpot analytics and attribution models to track lead sources and refine acquisition strategies, driving a 280% increase in MQLs within 3 months.

• Refined product positioning and messaging based on customer journey insights, incorporating supported code repositories and programming languages, leading to a 140% improvement in lead quality within 30 days.

• Integrated product usage data with HubSpot CRM to personalize email marketing by user intent, generating a $71K pipeline boost from a single email campaign (team subscription average: $500).

• Executed a full-funnel content strategy, including SEO, influencer reviews, and social media to drive brand awareness ahead of an enterprise launch, achieving a 42% increase in the top 50 keywords and an 8.8% share of voice.

Principal Product Marketing and Operations, acting Head of Marketing

• Hired to lead content strategy and digital marketing initiatives to establish the brand as a trusted authority, elevate brand awareness, increase at-bats or inbound trials, or hit revenue targets. Drive brand differentiation and engagement through positioning, messaging, compelling storytelling, SEO, and social media execution.

• Crafted positioning and messaging framework for PlusPlus, a knowledge-sharing SaaS platform. Updated content strategy and rebooted the website, increasing organic traffic by 990% and their top 20 keyword rankings by 53% in 6 months. Ran outbound sales campaigns, curating lists of target accounts and iterating sales outreach sequences (copy and timing).

• Conducted customer discovery for Engine Yard, a PaaS offering, along with restructured website, implemented new positioning to dispel misperceptions, increasing top 20 keyword rankings by 62% in 2 months.

• Introduced positioning for Cloud City Development, a software and design consultancy that aligned stakeholders. Executed high-impact content strategies (blog posts, case studies) that enhanced industry credibility and engagement, delivering a 1250% increase in brand visibility.

• Developed and implemented digital content strategy for Good Parents, establishing KIDDO as a leading children’s health and parenting authority and achieving 2X Kickstarter goal.

Head of Marketing

Altitude Summit

• Hired to establish and implement a digital marketing strategy to fuel Alt Summit’s 3X conference expansion plans. Sustain high levels of community engagement with sponsors year-round. 

• Formulated a content strategy (audience, content plan, and social media channel selection) and social media editorial calendar, resulting in an 1800% boost in leads.

• Enacted content production workflow with templates, cross-team collaboration and editing, and social media promotion, resulting in a 5x increase in content and a 1218.72% jump in Pinterest referral traffic.

• Constructed a reach and engagement tracking dashboard for continuous performance monitoring and analysis of ROI by sponsor that enabled the team to launch additional campaigns, ensuring positive ROI and year-round interaction among sponsors and the community.

• Initiated and implemented SEO strategy (keyword research, competitor analysis, on-page optimization, SEO copywriting), resulting in raised brand awareness–a 474% increase in web traffic, with an average of 64% of visitors regularly returning. 

• Trained and grew a high-performing, remote 4-person content team.

Social Media Director

EXO U Inc.

• Hired to build the foundation for growth (positioning, messaging, and story) and find repeatable ways to reach our next set of potential customers. Elevate EXO U’s brand presence in advance of commercial product launch and support its DPO on the Toronto Stock Exchange. 

• Validated marketing positioning for a digital classroom platform that simplified IT support in BYOD environments. Overhauled and relaunched a responsive, multi-lingual website with messaging aligned to the priorities of key decision makers (superintendents, IT directors, and educators).

• Planned and established a personal brand for the CEO as an authority for K12 edtech and BYOD.

Director, Marketing

WildPackets

• Hired to develop and execute a revenue-focused, multi-channel demand generation strategy to source $1M in sales pipeline, accelerate deal velocity, and expand account penetration. Work cross-functionally to drive measurable ROI and establish WildPackets as a trusted network visibility and security performance solution partner. Test new channels, hiring team members to scale those channels, leading to a high-impact growth team.

• Overhauled demand generation strategy, leading with common pain instead of a product demo, and introduced a global marketing calendar, coordinating campaigns and ensuring ongoing brand exposure, shortening the lead-to-sale cycle by 50% and increasing revenue by 859%. Optimized $800,000 budget, realizing $17.5 in revenue for each $1 spent.

• Architected content flywheel framework that sustained a global marketing-sourced pipeline of $1M annually through scalable programs (actual realized revenue: $480K from nurture and $684K from SEO). 

• Spearheaded a marketing automation deployment (Marketo) and company-wide data cleanse, improving lead quality and resulting in a 219% bump in revenue from existing accounts ($2.1M–successfully recovering investment outlay in under 12 months) and a 95% cost-per-lead drop ($3.7K to $190).

• Developed and executed a revenue-focused, multi-channel go-to-market strategy (digital advertising, webinars, tradeshows, social media, and PR) for a next-generation network traffic recording appliance product line expansion, generating $3M in revenue (27% of total product revenue) in 9 months.

• Restructured and modernized the website to streamline lead capture and follow SEO best practices, increasing page views by 248% and unique visitors by 156% and realizing a 206% increase in revenue.

• Transformed a cross-functional team consisting of a graphics artist, web designer, and developer into a high-performing marketing team of 4 (marketing specialist, paid ads specialist, copywriter, and developer).

Director of Marketing Communications, acting Head of Demand Generation

Appscio (formerly Avidence)

• Hired to lead the strategic direction and execution of product marketing initiatives and community marketing strategies and programs.

• Introduced clear positioning, developed and co-presented a pitch deck that secured $1.5M in Series A funding.

• Co-wrote an IEEE paper, “Appscio: A Software Environment for Semantic Multimedia Analysis,” in Proceedings of ICSC 2008.

Director of Marketing

GroundWork Open Source

• Hired to build and scale the sales-assisted PLG marketing engine and position GroundWork Open Source as a leader in network monitoring and management software. Optimize lead nurturing processes to increase activations and work closely with Product, Marketing, and Sales to create a seamless customer journey.

• Developed and executed a comprehensive marketing strategy, resulting in a $1.41M sales pipeline (advertising, content syndication, newsletters, webinars, and tradeshows). Collaborated with Sales and Support to generate use-case-focused content and outbound communication for product education and to stay top of mind, reducing the lead-to-sale cycle from over 3 years to 18 months.

Director of Marketing Communications, head of Demand Generation

Helping founders at tech startups meet revenue targets and avoid difficult investor conversations | 2 IPOs | 3 acquisitions | B2B SaaS | Open Source | Developer Tools | Enterprise Software

I'm a hands-on strategic leader experienced in leveraging data insights to shape GTM strategy for B2B SaaS and Enterprise Software startups.

My drive to deliver customer value has resulted in 10x+ increase in brand visibility (organic) and a 60x+ increase in qualified conversions.

My strengths lie in Positioning/Product Marketing, Content Strategy, and Demand Generation.

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