Pack

Spinning up Pack's product marketing function, I lead the company's marketing strategy, and roll up my sleeves to bring it to life as a full-stack, scrappy marketer.

Key accomplishments (first 8 months):

• Developed ideal client profile, buyer journey, and launched a customer advisory board to gather on-going feedback and insights. Leveraged these insights to inform marketing strategy.

• Created Pack's brand framework to articulate company mission, vision, values, product category and positioning, messaging pillars, brand personality, target audience, and key customer need. Validated hypotheses with customers.

• Launched new messaging via 1-pagers, pitch decks, ebooks, email campaigns, case studies, Pack's website, press releases & blog posts. 

• Analyzed paid ad performance and identified key opportunities for optimization.

• Established thought leadership marketing engine to generate brand awareness, engagement and opportunities.

• Defined GTM process and launched key product updates, including Shopify / Hydrogen partnership + Pack's Remix integration.

• Built out marketing resourcing plan for core marketing functions, spinning up creative and content marketing, with plans to add additional functions.

• Got scrappy - a lot. Learned new tools to create videos, email campaigns, forms, landing pages, content design templates, and more.

Director of Product Marketing

Route

Taking ownership over events, creative, content, and product marketing, I established team goals and priorities to accelerate our merchant acquisition efforts.

Director of Merchant Marketing

Scaling the Product Marketing team, I established a strategic GTM function that led messaging and positioning, heavily influenced product strategy, and built connective tissue across the company. 

Key Accomplishments:

• Fostered a culture of team collaboration and success, establishing processes, clear areas of ownership, removing barriers and setting ambitious team goals to achieve key business objectives.

• Accelerated Route’s market position as a post-purchase ecommerce platform with one of the largest GTM launches in company history, leading positioning, messaging, pricing and packaging initiatives that generated $150k+ of new pipeline within months. 

• Honed in on target market segments and key buyer personas to tailor marketing efforts and guide product strategy.

• Drove GTM strategy for Route’s newest Engage product, heavily influencing the roadmap through market research and ability to uncover merchant pain points.

Spinning up the product marketing function at Route, I took full ownership of the B2B GTM motion and achieved unprecedented alignment between the product and revenue orgs.

Key accomplishments (first six months):

• Led 100% of Route's product marketing efforts, supporting 6+ PMs across multiple products, and launching ~16 features per quarter. Managed internal and external comms, facilitated beta testing / customer research, and implemented a successful communication strategy to enable sales, support, CS, and marketing orgs on upcoming releases.

• Established comprehensive go-to-market launch process, defining and implementing product launch tiers, launch activities, stakeholders, and timelines with alignment from product and revenue orgs.

• Developed 3-phase launch strategy for Route's Track product to accelerate product adoption. Created new messaging and positioning to shift customer perception of Route from shipping insurance to tech company, influenced Track pricing and packaging, and enabled sales, CS, support and marketing orgs to activate and expand Route's customer base.

• Founded the Route Insiders customer research group that enables product and marketing teams to connect with customers via qualitative and quantitative research, including case studies, ROI data, product and marketing research.

• Created a pitch deck, a 1-pager and training materials to support Route's new Discover + Track GTM motion.

• Synthesized upcoming product releases into a cohesive product roadmap, gaining alignment from product and revenue.  Roadmap used to facilitate internal planning and guide forward-looking customer conversations.

• Developed customer segmentation model, identifying key buyer personas, top challenges / initiatives / motivations, tech stack, and relevant competitors to facilitate marketing and product strategy, as well as more effective sales conversations.

Sr. Manager, Product Marketing

Lucid

As a Sr. Product Marketer, I led product marketing for Lucidchart's core experience features, as well as two initiatives that will shape the future of the business.

Key accomplishments (first six months):

• Led two high-performing awareness campaigns to position Lucidchart as a remote work and org charting solution.

• Boosted rep confidence w/ innovative product demo that facilitated in-depth discovery and value-oriented sales conversations.

• Recognized as a leader by peers during the product vision and roadmapping process for two new strategic initiatives.

• Managed four feature launches, enabling partners, customers, sales, marketing, customer success, and support. 

• Sought out by five individuals for career mentorship, helped mentees identify goals and growth opportunities.

Sr. Product Marketing Manager

Collaborating with cross-functional partners, I led product marketing for Lucidchart's core experience, data, and automation features. I also hired and managed a new team that enhanced Lucidchart's core experience with persona-specific, in-product templates.

Key Accomplishments:

• Led 100% of the go-to-market efforts for four product teams, managing multiple launches simultaneously to drive customer awareness and feature adoption.

• Impacted onboarding for millions of users w/ 1000 in-product templates created by a new team that I hired and led, consistently meeting and exceeding performance goals.

• Created product vision and roadmap for three product teams in partnership with product, strategy, and product ed.

• Developed new Lucidchart messaging in partnership w/ CMO and content team, implemented across sales collateral and website. 

• Learned SQL basics to independently pull reports for feature usage, email lists, and content performance metrics

• Drove first product marketing efforts for Lucid for Education, developing new messaging and enabling sales.

Product Marketing Manager

To navigate shifts in the business, I led my team to create content funnels for Lucidchart's evolving B2B sales motion. We also continued to expand key content funnels for Lucidchart's B2C2B sales motion.

Key Accomplishments:

• Created Lucidchart's first B2B content funnel, launched to generate leads for the new Lucidchart sales solution.

• Drove thousands of product registrations by expanding Lucidchart's B2C2B content funnel w/ SEO optimized content.

• Identified tailored projects for individual employee growth, creating clear areas of ownership.

Sr. Manager of Content Marketing

As Lucidchart's first dedicated content marketing manager, I led my team to produce high impact, high volume, and high quality content for Lucidchart's marketing and sales orgs. Our content spanned the full customer journey from first touch to closed-won.

Key Accomplishments:

• Transformed company blog into a source of product registrations, increasing new user blog traffic by 631%, and conversions by over 730% with SEO and persona-based strategy and improved performance tracking.

• Contributed to Lucidchart’s first branding and positioning architecture, then led implementation across all marketing and sales materials.

Content Marketing Manager

Johnson & Johnson Vision Care, Inc.

Working with Vision Care's newly-formed e-commerce team, I developed an e-retail content strategy for the $3B ACUVUE®️ contact lens brand.

Key Accomplishments:

• Created content strategy to increase brand reach by 49.2M views/year, drive category growth of 33K new users/year, and achieve category leadership; sold phase I in to 5 key customers

• Managed agency in producing 21 pieces of branded content; negotiated content publication with 5 key customers.

Marketing Leadership Development Program

Chatbooks

Joining Chatbooks' talented marketing team, I led go-to-market strategy for the company's most important annual campaign, and planned a new product launch.

Key accomplishments:

• Led digital/social/PR marketing campaign in 5 weeks, partnering with a key influencer and achieving 6-figure sales by drawing on consumer insight

• Set the strategy for marketing, ops and app development for photo prints launch, approved by CEO to go live late 2016

MBA Marketing Intern

MultiLing Corporation

Taking ownership over MultiLing's key accounts, I led 13 international teams across 7 countries in project execution strategy and best-practices, creating alignment with HQ.

Key accomplishments:
• Led project execution strategy for 91% of all intellectual property clients (200% of normal workload) including key accounts: Procter & Gamble, Dow Corning, 3M, and other Fortune 100 companies 
• Oversaw over 2,700 projects annually, establishing support for 29% project volume increase YOY in 2014 
• Saved $25K and reduced future customer integration project costs by 14%, presented results to C-suite quarterly

Project Manager (Patents - 3M, Dow Corning, Procter & Gamble)

Gaining my first exposure to the business world, I built relationships with 60+ external vendors, creatively managing time and resources to deliver projects on time and at the highest quality.

Key accomplishments:
• Won quality competition on key project for a potential $1M client, led to promotion to project management  
• Accomplished 250,000 word translation within 13% of normal delivery timeframe due to urgent deadline  
• Managed 100% of the team’s activities serving as team leader during supervisor’s 3-week absence

Language Team Coordinator (German)

Karl G Maeser Preparatory Academy

Fresh out of college, I founded Maeser's German program and developed innovative solutions to drive student acquisition and retention

Key accomplishments:
• Captured 19% share of language student market and drove 65% increase in program enrollment within 3 years
• Developed innovative strategy to incentivize and quantify class participation, achieving immediate increase in engagement
• Designed original, comprehensive content and curriculum for German I-V, state accredited 2011

Founder: Language program

As Maeser's first ballroom instructor, I designed and taught social ballroom class for 20+ high school students, organizing and choreographing a culminating ballroom performance.

Founder: High School Ballroom Program

Brigham Young University

Without any prior teaching experience, I fast-tracked three years to teach two intermediate college German classes with minimal supervision.

Key accomplishments
• Took full ownership of enhancing the learning experience with self-created, supplemental content
• Taught myself how to teach and manage a class without any formal pedagogical training
• Personally requested for the position due to exceptional performance as a TA

Intermediate German Student Instructor

Although I was still a college freshman, I was specifically sought out to TA an upper-division class due to stellar performance.

Key accomplishments:
• Increased student test scores 30% by developing and implementing supplementary review curriculum on own initiative

Teacher's Assistant - German Cultural History

DuPont

For my high school senior project, I organized an internship in Germany to explore chemical engineering as a potential career path.

Key accomplishments:
• Learned basic lab skills and safety within a week to move to independent project work
• Successfully created resin that passed Dupont's 4 durability tests
• Communicated in German for the entire internship, expanding language skills to learn technical jargon related to the work.

High School Intern: Chemical Technician

I am passionate about growing businesses, growing people, and solving tough problems. My specialties include:

• Product marketing strategy, pricing, packaging, messaging, and positioning for B2B/B2C2B companies, in SaaS and ecommerce, with a penchant for PLG.

• Product roadmap strategy and implementation in partnership with product managers and strategy professionals.

• Content strategy, creation, and distribution for the full customer journey, from first touch to closed won for multiple audiences / personas.

• Project management, especially driving GTM launches.

• Enablement for marketing, sales, customer success, customer operations, growth, and product education teams, finding creative ways to work together and achieve audacious goals.

• Problem-solving, especially when it comes to navigating ambiguous requests or trying new things.

• Mentorship and an ability to identify growth opportunities for people around me, both direct reports and colleagues.

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