Storj

Product & Partner Marketing (AI/Research)

Abett

Leading product marketing, content strategy (and more as needed) for a B2B SaaS startup offering data and analytics to F500 employers. Seed > Series A. Details below...

→ Recruited for director role but was offered senior director role instead.
→ First project? Revamp brand and website in 2 weeks. Launched on time, under budget, to high praise.
→ First 2 hires (director-level) on board in first 3 months.
→ Customers interviewed, product repositioned, new messaging finalized in < 2 months.
→ Simultaneously created full-funnel demand gen plan (hybrid ABM/inbound).
→ Launched email, used scroll-stopping copy to engage cold targets like Wells Fargo, PNC, BP.
→ Used intent-based content syndication to attract 30+ in-market targets like IBM, Oracle, Intel, Cisco.
→ Developed sales deck for pitches to Wal-Mart and other F500s.
→ Built marketing presence at key conference that delivered meetings with Genentech and Comcast.
→ Developed relationship with top industry influencer and planned bespoke campaign together.
→ Created content strategy and established high standards for content quality.

Sr. Director of Product Marketing and Content

Shelf

Led product marketing, content, and more for a B2B SaaS startup in knowledge management and generative AI (Series B). Learn more below...

I woke up every day excited to log in bc of how intellectually demanding the role was. I was learning a lot of fascinating stuff bc the revenue org was more mature, reflecting their Series B funding. And I working with brand new tech (LLMs, ChatGPT) that was transforming my day-to-day work into something different that was better, faster, and more fun. The talent was incredible, leadership had great ideas and ambition, and I loved my team, so it felt like flying most days. In '22, they started moving staff back into the office, and I live across the country, so I was bummed to leave this amazing role for another remote opportunity!

→ Recruited for Director of Product Marketing role but was offered the VP role instead.
→ First reported to SVP of Global Sales but then elevated to leadership team and reported to CEO.
→ Learned Winning by Design recurring revenue methodology, aligned KPIs, scoring, marketing model.
→ Helped build marketing model to quantify marketing in/outputs at each stage of buyer's journey.
→ Doubled marketing's SAL contribution first full quarter without appreciable budget increase.
→ Managed and mentored a team of 5 - design, digital/ops, product marketing, content, events.
→ Generated weekly email opt-ins and demos from F500 like Amazon, Meta, Uber, LinkedIn, T-Mobile.
→ Designed step-by-step ChatGPT process to develop optimized content and high-quality leads.
→ Launched company's "most successful marketing campaign of all time" bc of demo quality/quantity.
→ Resurrected company's email domain and launched email program to move leads through funnel.

Director of Product Marketing and Content

Revenue Analytics, Inc.

Led product marketing for B2B SaaS startup in prescriptive analytics (Series A). Acquired. Learn more below...

→ Launched w products in 2 verticals in < 9 months and led product marketing for both for 3+ years.
→ On team of 6, drove 40% of all SALs and was #1 contributor of opportunities.
→ Only team member to receive MVP marketing award.
→ Created strong relationships with 18 top target buyers, conducted in-depth interviews.
→ Created most popular buyer's guide (55 pages) for our product category.
→ Expertly translated complex products (prescriptive analytics) into content aligned to buyer's journey.
→ Continuously updated product messaging to attach to changing pain points and trends.
→ Launched the company's first successful PPC campaign, turned channel into top performer.
→ Managed product marketers and mentored/upskilled junior members of team.
→ Created highest-performing content - best opps-generating email, video, and blog.
→ Consistently recognized by leadership/SMEs for copywriting and content.
→ Led quarterly marketing strategy and planning for 2 verticals; managed forecasting and performance.

STORD

Led product marketing, content, and more for B2B SaaS startup in logistics space. Seed > Series A. More details below...

→ Promoted from director to VP and awarded 3 performance-based raises over 8-month period.
→ Achieved 7 company award wins in < 6 months, boosting awareness and credibility.
→ Pioneered and defined new market category to create leadership position for product
→ Overhauled brand and website, boosting both traffic and conversion by double digits.
→ Executed successful Series A rollout, resulting in significant media coverage inc. TechCrunch.
→ Wrote press release/CEO announcement Kleiner Perkins team praised for uncommonly high quality.
→ Interviewed best customers, uncovered critical patterns, to guide marketing.
→ Created messaging praised as "brilliant" by CEO; market leader attempted to duplicate it.
→ Stood up product marketing, demand gen and marketing communications.
→ Created marketing roadmap used by CEO as a model for other departments.

Director of Product Marketing & Content

Emcien (Acquired)

Led all marketing for B2B SaaS startup in data and analytics (seed stage). Acquired. Details below...

→ Retooled storytelling to focus on unmet customer needs and benefits, not features and functions
→ Partnered with cross-functional team to rewrite all messaging: company, product, use cases
→ Worked through a dozen versions of the sale deck until the pitch was perfect
→ Overhauled website - content, design, lead gen to achieve 25% increase in engagement 
→ Responsible for all tool/tech selection and project management
→ Created company's first product video (wrote, filmed, provided voiceover, edited) 
→ Stood up webinar capability (tech selection and integration, deck, hosting, invites, follow-up)
→ Wrote technical documentation about complex concepts like graph analytics and parallelism

360i

Managed $100M ad spend for national brand and team of 10 marketers for top U.S. agency. Details below...

→ Reported directly to the VP, Group Account Director; supported team of 10 in agency setting 
→ Managed $100 million annual ad spend (PPC) for national retail brand
→ Team exceeded aggressive performance goals (CPR/ROAS) by $0.01-$0.03 while defunding brand KW
→ All but eliminated ROAS variance by day, category, device
→ Served as primary client point of contact - confidante and tip of the spear
→ Managed client's financial audit; identified auditor's accounting errors, saving agency $80k
→ Managed all complex projects - forecasting overhaul, automated bidding tool dev, incrementality tests
→ Managed goal-setting and expectations with client and team 
→ Responsible for financial forecasting and strategic defense of monthly agency fees
→ Managed team through massive staff transition - 6 team members moved accounts

Director of Demand Gen

Imedex (Acquired)

1.25 yrs. on product marketing and demand gen for online learning startup. Acquired. Details below...

→ Created own Digital Strategy Manager (DSM) role and authored comprehensive DSM Plan
→ Identified key system and product enhancements to increase online conversion 400%
→ Directed multichannel closed loop marketing for 40+ online products over 1-year period
→ Led team to redesign conference booth presence; increased lead volume 50% 
→ Defined new digital advertising product and developed the digital advertising media kit
→ Identified levers for UX optimization via multi-system data analysis; defined success metrics
→ Analyzed market data; authored Market Intel Report to reveal market opportunities
→ Integrated pay-per-click (PPC), remarketing, and social media advertising into marketing toolkit
→ Architected complete roadmap to attainment of marketing targets in digital division
→ Strengthened marketing automation through new list segmentation and workflow practices
→ Integrated marketing initiatives across lines of business; developed cross-promotion of products
→ Created corporate messaging platform: vision, mission, values, value proposition
→ Introduced product management practice to the organization; created role, planned integration
→ Identified target CPA via competitive research; tuned lead generation strategy to CPA target

Demand Generation Manager

Omnilink Systems (Acquired)

3 yrs. managing marketing for data startup. Acquired.

→ Achieved 600% increase in online lead generation; doubled user engagement 
→ Oversaw 10+ award wins during 3-year period of responsibility for targeting and submissions
→ Developed the Audiovox Car Connection customer order portal
→ Replaced marketing automation platform; provided equivalent functionality at $XXK/year savings
→ Grew SEM to be highly productive/cost-effective channel; high % of Judicial sales/low CPA
→ Fully redesigned the company's corporate website and product-centric microsites
→ Launched Omnilink Asset Tracker through the Verizon Partner Program
→ Authored comprehensive marketing plan outlining strategy, tactics, and resource allocation
→ Won coveted M2M Evolution Battle of the Platforms "Best Overall Platform" Award 
→ Developed all messaging and collateral; directed all creative and design staff
→ Launched the Verizon SureResponse mPERS product; consulted on digital lead generation plan
→ Authored and published thought leadership pieces (articles, podcasts) in partnership with SMEs

Product and Content Marketing 

Red Clay Interactive

1 yr. at digital agency managing book of business.

→ Managed web development and digital marketing for one-quarter of the agency's accounts
→ Authored proposals to develop web design and digital marketing business 
→ Launched the company's first email marketing campaign; provided content on ongoing basis
→ Managed all design/marketing projects from proposal through launch and beyond
→ Contributed SEM thought leadership pieces to the agency's blog
→ Provided research, SEM strategy, project planning, data analysis, and reporting to all projectS

B2B SaaS gal. 6x startup marketing leader. I love marketers...DM me and let's chat!

Specialties:

*Product Marketing
*GTM Strategy and Execution
*Product Launches
*Demand Generation
*Cross-functional Collaboration
*Market Intelligence
*Persona Development
*Buyer's Journey Mapping
*Storytelling 
*Value Propositions
*Copywriting and Messaging
*Content Development
*Sales Enablement
*Data Analysis
*Team Leadership and Mentorship
*Design and Art Direction
*Agency and Vendor Management
*Marketing Strategy and Planning 
*Project Management
*Advertising 
*Email Marketing 
*Paid Search (PPC)
*Web Design and Development
*Thought Leadership
*White Papers
*Webinars
*Video Development
*Blogging 
*Field Marketing
*Sales Presentations / Pitch Decks

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