Refine Labs

Demand Gen strategy and execution for B2B companies.

Senior Director of Demand Generation

Refine Labs is a progressive demand generation firm focused on growth-stage B2B SaaS. We start with a strategy that’s built for the way customers buy in 2022. By executing this strategy every day at 60+ B2B SaaS companies, we generate insights at scale, which fuels continuous research and innovation. Together we're writing the new demand generation playbook.

Director of Demand Generation

Gorilla 76

Lead client strategy team and for Gorilla 76, developing processes to improve our client strategy delivery, execute at a higher level, and iterate our services.

Thinker & Strategy Director

Formulate and execute marketing strategy for B2B industrial clients, including positioning, content, demand gen, marketing operations, and analysis.

Thinker & Senior Strategist

Sales Enablement for B2B Manufacturing

Part-time strategic advisor for BAM! Sales Enablement.

Marketing Advisor

Gravy

Lead content developer. Developed content strategy and approach around blogs, podcast, webinars, and hard copy newsletter.

Director of Content Marketing

Abicor Binzel

Direct all marketing activities for United States and Canada for international welding torch and laser product manufacturer. Responsibilities include email marketing, multi channel advertising, social media, content development and management, new product development, trademarks, and events.

Help administer digital marketing and digital lead generation efforts across multiple BINZEL business units and maintain marketing-sales alignment, evolving company's marketing platform from brand-based to lead-based and demand generation approach.

Platforms used include SalesForce, HubSpot, Google Ads, Facebook Ad Manager, LinkedIn Campaign Manager, and Survey Monkey.

Director of Marketing

Oversee all marketing activities for United States and Canada for international welding torch and laser product manufacturer. Responsibilities include email marketing, multi channel advertising, social media, content development and management, new product development, trademarks, and events.

Formulate and deploy all creative for BINZEL USA and Canada marketing efforts.

Work with executive level to develop market insights through surveys and sales team feedback.

Evolving company's marketing platform from a brand-based to lead-based and demand gen (ABM) marketing philosophy.

Platforms used include SalesForce, HubSpot, AdWords, Facebook Ad Manager, LinkedIn Campaign Manager, and Survey Monkey.

Marketing Manager

Kirlin Builders LLC

Worked with Executive team to respond to and produce solicitation packages. Developed strategy for responses and collaborate with other company expertise to produce comprehensive content. Led the production and procurement effort of solicitations.

Managed social media accounts and their content for Twitter (@KirlinBuilds), LinkedIn, and Google+. Led new logo creation. Developed and created all content for the Kirlin Builders website.

Part of integration team to develop new customer relationship management platform on SharePoint/CorasWorks to improve efficiency and accuracy to task order (project) responses. Integral to developing system design, functionality, and training of entire business development team to ensure comfort in use of system.

Conducted market research to identify new opportunities and client development. Researched competitors. Performed SWOT analysis and assist in developing response strategies leading up to a solicitation issuance.

Managed development of technical documents under our various contract vehicles. This entailed disseminating information from RFPs and Scopes of Work issued by clients and identifying solution strategies, including composing large sections.

Maintained templates, databases, and resumes for our responses, compose RFP sections in conjunction with other team members, maintain versions, back-check solutions, verify veracity of our solutions, and publish proposals for submission. 

Developed surveys and questionnaires to procure client feedback in order to increase company efficiency and accuracy in proposal responses through adapting our responses based on the customer being responded to.

Marketing and Brand Manager

Government Services IPT

Writer, analyst, and editor charged with completing quality control assignments for disciplines including Architecture, Civil and Mechanical Engineering, Facilities Planning, Landscape Architecture, and Program Management. I supported these higher level disciplines by proofreading and integrating their revisions into extensive government documents, including Request for Proposals, Project Definition Reports, Newsletters, Basis of Design, as well as Requests for Information. I ensured grammatical correctness and maintained style, tone, and format consistent with company style guide.

As part of the RFPs completed by my company, I was responsible for compiling, editing, and submitting construction and contract specifications through SpecsIntact in coordination with the Architecture and Planning team. 

With Project Managers, I was sent to numerous military bases, including Naval Air Station Corpus Christi and Guantanamo Bay, Cuba, to complete Asset Evaluations for  Naval Facilities Engineering Command (NAVFAC).  I had the responsibility post-field work in updating Property Record Cards and performing backcheck for all Basic Facility Requirements composed to be sent to Facility Managers at both NAVFAC and corresponding installations.

Composed meeting minutes and notes for programming, charrette, and review meetings and edited and revised Minutes for my Directors and co-workers.

Wrote Business Development proposals focusing on Sources Sought Notices. Researched, interviewed, compiled, and creatively wrote Sources Sought responses associated with Program Management.  In tandem with the Marketing Department, assisted in editing/updating resumes and biographies from the Human Resources department to be included in contract bidding to produce strongest management/program team possible.

Technical Writer

Federal Reserve System

Wrote short articles and maintained an electronic newsletter drafted with Internship Coordinator for weekly distribution to other interns, many of which from other parts of the country. Composed PowerPoint slides in conjunction with Human Resources Coordinator presented to city and government officials. Designed and created webpage using Dreamweaver HTML software for summer interns to provide free events occurring in DC/Metro area, concerts, places to dine, museum attractions and available means of transportation  through the area.

Marketing and Communications Intern

National Association for Credit Management

Converted Business Credit Manual (3000) pages from hard copy to HTML format. Wrote articles for weekly online newsletter.  Researched news articles in the business, finance and credit field from multiple newspapers and websites to compile articles for NACM’s website. Wrote two articles for Business Credit magazine, a bi-monthly publication distributed nationally. Wrote feature article for magazine’s June 2006 article, going on site with several credit managers from different companies, gaining insight into the logistics of what a credit manager does and how integral their job function is to the success of their companies.

Demand Generation @ Refine Labs | Demand + Content + Product | Industrial → SaaS | Living My Dream | #GirlDad | Proud Minivan Driver

Started out working in government contracting. After 6 years, decided it wasn't for me and switched to pursuing B2B marketing. Fell in love instantly with the creativity and analysis of impactful marketing programs.

The first part of my marketing career had me in hardware - mainly manufacturing and OEM equipment. After that, took a cup of coffee at a startup before transitioning into agency / consulting.  Now I'm part of one of the top B2B demand gen firms in the country, Refine Labs, revolutionizing the function of marketing for high growth B2B SaaS companies.

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