Appcues

B2B SaaS startup that empowers non-technical users to design and serve personalized, on-brand product experiences to their end users. As leader in the product-led growth category, Appcues helps web and mobile apps improve free-to-paid conversion, activation, retention and more.

•	Own strategy and manage execution of quality inbound lead volume. Increased SQLs by 331% with only a 29% increase in spend from Q2 to Q3. Dropped spend by 46% from Q4 to Q1 with a 5% increase in SQLs.
•	Lead experimentation strategy and execution within the marketing department including 99% lift in conversion rate to trial or demo from homepage traffic
•	Plan and manage event sponsorships including SaaStr 2022 resulting 154% increase in lead volume and 100% increase in demos booked year over year (plus a product launch party planned in 3 weeks resulting in max capacity at the venue)
•     Lead cross-functional teams to improve acquisition funnel from trial optimization to sales outreach

Director, Growth Marketing

Discount Lots 

Real estate start-up buying and selling vacant land online with discounted cash prices and in-house financing. Discount Lots was founded in 2019 with $3.5MM in sales in the first year. Took company from $9MM in sales in 2020 to $22MM in sales in 2021 through digital marketing campaigns, lead nurturing and conversion optimization on the forward-facing brand website as well as landing page properties.

•	Developed overall marketing and go-to-market strategy for the brand including defining customer segments and managing internal operations team and external virtual assistant group.
•	Worked closely with sales to redefine the customer lifecycle by modernizing the typical industry methods and evolve to high-touch lead generation system.
•	Led team of 4 responsible for brand awareness, lead generation and low touch e-commerce purchases.

VP Marketing and Automation

Brand Distillers

Boutique marketing agency with specialties in higher education, real estate, B2C, financial services and consulting. Offers full-service marketing including traditional and digital as well as consulting on marketing, sales and business growth. 

•	Led team responsible for social media and paid advertising campaigns for home improvement brand resulting in a 800% ROAS and over $60MM in revenue to the client in first year. 
•	Design and build websites for clients with focus on increased organic lead generation, shopping cart optimization, and project management of internal and external vendors.
•	Develop lead generation-focused landing pages for clients with on page conversion rates 40% or more over industry average (9% for higher education and 7% for home improvement clients compared to industry average of 5.8% and 3.8% respectively).

AVP Marketing

abeedle.com

Digital marketing agency with focus on higher education and non-profit. Specific areas of expertise in for-profit, non-profit colleges and graduate programs. Provided comprehensive digital marketing services including social media advertising, SEM, display marketing, SEO, website development and marketing consulting.
•	Headed social media management and strategy development for clients including managing internal staff as well as external designers and content creators.
•	Developed Facebook and Adwords lead generation and multi-touch marketing strategies for for-profit schools including cosmetology, health sciences, and trades.
•	Provided marketing budgets and forecasting for traditional four year colleges to support the entire enrollment and recruiting process including visit, application and deposit stages.

Digital Marketing Specialist

Welcome To My Wedding

Luxury branding, gifts and welcome bags for high-end weddings and events. Started the business while in college and working for a wedding planning company to fill a gap in the D.C. market.

•	Develop branding and packaging designs to personalize the guest experience for wedding and event clients or as a marketing opportunity for event vendors including favors and welcome gifts.

Owner/Founder

Engaging Affairs

Premier D.C. area wedding planning company for luxury weddings. Small team of planners and assistants who planned and ran a variety of wedding types.

•	Plan and organize day-of events for clients as needed by coordinating vendors, managing event timeline and assisting in décor and design plans as needed.

Wedding Planner

Georgetown University

Fitness Instructor

Marketing strategist and leader with expertise in high-value B2C (education, real estate, home improvement) and B2B SaaS (sales-led and product-led motions). 

Specialties: marketing strategy and consulting, digital/online marketing education, lead generation and conversion, effective campaign design and execution, higher education marketing, marketing for-profit colleges, pay-per-click advertising (PPC), social media advertising, search engine optimization (SEO), social media management.

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