Mentoro

VP of Marketing

Ledger Investing

Ledger is an insurtech startup building a marketplace to connect risk to capital. 

🖼 Crafted the brand narrative including mission, vision, and values, positioning, product naming, and value props in partnership with external agency

🛣️ Delivered annual marketing strategy and OKRs supporting company revenue goal of $13M

💰 Built budget and GTM sales strategy for risk/insurance and capital markets teams

🎨 Implemented consistent creative across sales collateral, print and digital publication, and socials 

🛠 Built marketing infrastructure with software and tools – stood up Hubspot CRM and Marketing tools, launched CMS, instituted a DAM (digital asset management) system

📰 Owned media relations – built niche press list and improved news distribution by 600% after launching a branded newsroom

📝 Built out content marketing plans including launching newsletter for ICP with 500+ subscribers in first 30 days of publication, 4 annual thought leadership pieces, and short form content with SEO optimization to drive inbound leads and build brand awareness

Head of Marketing

Beanstox

Employee #5 at fintech startup co-founded by Kevin O'Leary, Mr. Wonderful of Shark Tank fame, and designed to make investing seriously simple. 

✅ Managed in-house marketing team and external agency partnerships

🎨 Led rebrand to reintroduce a redesigned and rebuilt consumer-facing mobile app to market

📊 Overhauled the website and SEO strategy to increase qualified inbound web traffic by 25%

📒 Created, designed, and published a glossary of terms in 6 weeks that won 250+ keywords and landed branded content on the first page of Google results with high SERP (search-engine rank position)

⭐️ Relaunched the Customer Support center with 100+ articles and solutions - improving customer satisfaction to 72% from 37% and garnering hundreds of helpful votes

🔄 Rebuilt and relaunched 60+ marketing automation recipes to engage with customers at the right moment with the right message -- decreasing churn and adding 12-15% in user adoption and conversion from download to subscriber

📱 Co-authored BRD + PRD for D2C mobile banking and investing app with COO to bring technology up to standard and in-house

📑 Created robust and best-in-class marketing documentation for processes + implementation practices

VP, Marketing + Communications

Layr

Employee #5 at insurtech startup building #betterbusinessinsurance using AI and
machine learning. I was the first marketing hire challenged to build the business and build a lean, mean team.

✅ Hired 4 full-time employees + a team of 4 contractors to professionalize the company's marketing efforts

📊 Overhauled the digital paid advert strategy, reducing CPA by nearly 30%, doubling CTR, and driving a consistent pipeline of new business opportunities

📣 Launched 1800+ ads (expanded text, keyword, and display retargeting) via Google Display network which resulted in driving CAC down 37%

📑 Published 40 pieces of long form (4,000+ word) content targeting industries by NAICS code in 2 weeks driving inbound leads and improving 1st conversion rate by 40%

💰 Doubled YOY customer count -- increasing MRR by 25% on average MOM + adding $1M+ to annual recurring revenue + upping products per account from 1.4 to 3.7 on average

🤝 Launched Partnerships channel to drive new revenue + market share

📑 Created robust and best-in-class marketing documentation for processes + implementation practices

📬 Launched an internal insanely useful tool to promote employee engagement across socials

🔔 Launched multiple MVPs in conjunction with the Customer Success/Sales + Partnership teams to drive business + user adoption

Head Of Marketing

Verady LLC

Employee #5 at fintech startup building accounting and audit technology for blockchain based assets, particularly balance sheets for businesses with crypto. 

🤝 Owned marketing in a space where adoption was outpacing innovation – no rules, no precedent I launched a peer advisory group of global marketing leaders in the space

🎨 Designed marketing collateral, pitch decks, and sales collateral for the team

📰 Owned media relations elevating Verady/Ledgible in trade press, conferences, and speaking opps

💰 Supported $1M pre-seed round fundraising through venture calls, strategic partnerships, and global relationships

👩🏻‍💻 Responsible for company growth + culture – talent, HR + fundraising

Chief Marketing Officer

Employee Stock Option Fund (ESO Fund)

✅ Led marketing for a $100M venture-backed startup helping current and former startup employees exercise their options and cover some to all of the associated alternative minimum tax (AMT)

🤝 Managed contract marketing team of six overseeing web presence, social media, digital advertising, content creation + more

🖼 Reframed the brand – voice, narrative, and value props – by humanizing the brand through personalized communications via email, SMS, and web

📈 Increased market penetration through strategic brand positioning and drove a 70% increase in response rate from prospects in the sales pipeline

🔄 Implemented marketing automation and CRM software + tools to effectively communicate with clients and drive first-time and repeat business

📊 Audited SEO and performance marketing to increase inbound web traffic by 30%+

Director of Marketing

BSD - Building Systems Design, Inc.

Part of a turn-around leadership team seeking to modernize the business for the next century of operations and success. 

💰 Managed $500K annual marketing budget, analyzed spend, and reallocated dollars to drive down CAC and improve category ROI on marketing spend 

💡 Developed ROI methodology and benchmarks for the national sales force improving field marketing performance and follow on sales

🛠 Managed booth creation, build, shipping, storage, and support across 100+ annual trade shows

📈 Increased marketing-attributed sales by 25% quarterly using data to deliver timely and dynamic content driving up CTR and inbound sales leads

👩🏻‍💻 Overhauled marketing automation and martech stack to bring the business in line with industry standard

GROUNDFLOOR Finance

Employee #5 and full-stack marketer for a growing fintech startup. I was responsible for all aspects of B2C and B2B marketing leveraging owned, earned, and bought channels to acquire and convert customers for both sides of our peer-to-peer lending marketplace.

✅ Led marketing through historic Regulation A+ qualification ushering in expansion from GA to 8 additional states and eventually nationwide

📈 Grew the user base from 500 to 50,000 in 2 years using word of mouth marketing, referral programs, investment incentives, and old fashioned hand-written thank you notes

📝 Owned content marketing strategy including email campaigns and newsletters which delivered nearly 80% repeat investment and inventory sell out within 48 hours of launch

📰 Built brand awareness with PR partners + industry influencer marketing

Senior Marketing Manager

Bring the brand to life in the digital space managing content, social media, and digital advertising. In real life, telling everyone I meet at trade shows, conferences, and Uber rides about Groundfloor; and how it is the tool s/he needs to build wealth.

Marketing Manager

4971 Communications

I work with a range of clients to help them connect their stories with existing and new audiences in a 21st century way by using traditional and new media in integrated social ways.

Chief Strategist and Founder

Cromer's P-Nuts

While at Cromer's I worked in retail sales and management and outside sales. While managing the $1M retail piece of the business, I led a team of brand champions to deliver superior customer service and drive sales. 

In addition to retail sales, I worked in outside sales traveling the state of South Carolina developing business-to-business relationships driving sales through our wholesale division.

The Nutty Negotiator (Inside and Outside Sales)

Whole brain 🧠 marketer making magic 🔮 happen for brands. When I’m not eyeing 👀 analytics 📊, I’m practicing yoga 🧘🏻‍♀️, drinking champagne 🥂, or sharing my version of the day’s headlines 🗞 to my instagram 🤳🏻stories. Also: libra ♎️, coffee lover ☕️, world traveler 🗺. Currently: 💸 helping people level up their financial acumen and conquer personal finance at Mentoro.

Passionate brand builder with 15 years of experience in B2B, B2C, and DTC marketing for startups - #fintech, #insurtech, #blockchain, #crypto, #VC, and more. Data-driven and results-focused, I thrive in fast-paced, entrepreneurial environments. My get-it-done attitude hasn’t met a challenge it doesn’t like. I bring creativity and passion to the brands I work with leveraging #contentmarketing, #leadgen #demandgen, #brandmarketing, and more.

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