Typeform

Manage a team of 10 including paid, site, lifecycle, partner marketing and campaigns. Report to CRO.

Director of Growth Marketing

Appcues

Series B 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)
•     Manage business development function supporting both new business and expansion pipeline
•     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

Growth marketing strategist and leader with expertise in B2B SaaS (sales-led and product-led motions) and high-value B2C (education, real estate, home improvement). All about teams that move fast and know how to be scrappy.

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.

The further I get in my career, the more I’ve realized:

Nobody really knows what they’re doing.
And everybody knows more than they think they do.

Your boss? Winging it.
Your CEO? Winging it.
That coworker who always seems prepared? Winging it.

Doesn’t mean nobody is qualified.
It just means nobody has all the answers.

Most decisions in business are bets. Sometimes based on past experience, sometimes on a board member’s comment, sometimes on “it seemed like the only option.”

We’re all making it up as we go.
Even if we have enough experience to do it well.

So if you feel like an imposter?
Remember: everyone else is winging it too.

Meg Gowell

Head of Marketing @ Elly.ai | ex Typeform, Appcues

Today is my first day as Head of Marketing at Elly!

Here’s what I’m excited about:

- Working for a CEO who I know, trust and respect
- Working for a *female* CEO (Less than 14% of US startup CEOs are women)
- Joining a company that is actually AI first, not just “AI-powered” in the tagline
- Getting back to a small team that moves fast
- Doing the work myself again

I’ve spent the past year+ managing and scaling but I’ve missed being hands-on.

My favorite moments in my career have been when a small team had an idea and just went for it. No approvals. No decks. No endless alignment. Just build, launch, learn.

Marketing is changing fast right now, and the best way to stay sharp is to be in the weeds, testing, experimenting, and figuring it out as you go. I’m excited to do more of that at Elly.

And even more excited (and nervous) to own all of marketing for the first time.

As my boys like to quote Spiderman: “With great power comes great responsibility.” 🕷

Feels about right for this next chapter.

——
What we’re building:

Elly.ai helps teams hire faster by handling the busywork. Let Elly take notes, schedule interviews, and now (new!) run screening calls so you can focus on making great hires.

I’ve failed at a lot of shit in my life.

I didn’t make the varsity soccer team my freshman year.
I didn’t get into 70% the colleges I applied to.
I dropped my Econ major after a single intro course.
I took on my first solo job as a wedding planner and got stiffed by a client.
I started multiple small businesses that never went anywhere.
And most recently, I had my role eliminated when new leadership came in.

For type-A, competitive me? Yeah, that stung.
It always does. Even when you think you’re prepared.

And it’s reminded me that there will always be things you can’t control. 
But the things you can? They matter way more.

> How you show up for people
> How you make them feel seen
> How you help them grow

Ironically, it’s leaving Typeform that’s reminded me of this the most.

Getting this job was my first chance to manage a large team. And even after one of our best H1s, I constantly questioned whether I was any good as a manager.

Was I pushing enough? 
Was I pushing too much? 
Did I actually know anything?
Or was I just making it all up?

The part that has touched me the most about leaving is hearing the impact I had. Knowing that what I was doing was appreciated and made a difference.

Leaving Typeform is bittersweet. I learned a ton. 
Had some great wins and some less great failures.

But the people and the relationships are what I’ll miss the most.
And those don’t go away just because the role does.

Growth Marketing Leader | ex Typeform, Appcues

Ask a marketer if they still love the craft.

Most will say they love the idea of it.
But not the reality of their day-to-day.

Because so many are burned out.

Tired of arguing against ChatGPT feedback in a Google Doc.
Tired of explaining (again) that attribution isn’t a science.
Tired of debating whether the brand blue is “serious” enough.
Tired of hearing “why can’t we just do what [insert brand] is doing?”
Tired of defending their work more than doing the work.

Because marketing has always been two jobs:

1. Doing the work.
2. Convincing everyone else it’s good.

And often the people best at the first one… hate the second.

Wasn’t AI supposed to save us from this?

Most people think brand = big, expensive campaigns.

But a brand lift study we ran at Typeform proved you can keep awareness high with a much simpler (and cheaper) approach.

Here’s how 👇

Step 1: Repurpose your best content
> Take your top-performing blogs, charts, insights
> Turn them into native, zero-click social posts (carousels, single images, thought leadership, even memes)

Step 2: Run them as always-on awareness ads
> Don’t optimize for clicks or leads
> Just consistently show up with valuable content in-feed

Step 3: Test the impact
> We doubled spend for 30 days
> Compared a holdout group vs. exposed group (LinkedIn + Meta brand lift)

The result?
> 7 months after our big brand campaign, our awareness baseline was still nearly as high, even though we were spending half as much per month and running simple, content-focused awareness ads instead.
> Incremental lift even among people who’d already seen our ads (just continuing to show up mattered)
> People remembered Typeform more, even though our ads didn’t look like ads

My takeaway:
You don’t need millions to build awareness. You need consistency, good content, and ads that are actually worth consuming.

And now that I’m at Elly (where we definitely don’t have Typeform-sized budgets) that’s the exact approach I plan to take: building brand the scrappy way.

Every company I join reminds me how different “productive” can look.

Things I did my first week as Head of Marketing at Elly:
> Wrote draft positioning and messaging docs
> Identified 3 core ICPs to focus on
> Fixed conversion tracking
> Planned my Q4 roadmap
> Audited our LinkedIn Ads account

Things I didn’t do:
> Make a single slide deck (though I came dangerously close twice 😂)
> Sit in more than two hours of meetings a day
> Spend the 5 minutes between meetings approving things in Slack
> Update a doc just to “show progress”
> Circle back on literally anything

Turns out you get a lot done when you have time.

Things I did yesterday:
> took a nap after school drop-off
> worked out for the third day in a row
> made a kickass chicken piccata
> finally built the bathroom shelf I bought two weeks ago
> picked up my 6-year-old from the bus
> stared off into space zero times during dinner

Things I didn’t do:
> read Slack messages in bed when I woke up
> sit in six hours of back-to-back meetings
> circle back on four open threads that might never be closed
> spend an hour updating a deck I'll probably never present
> argue over whether something is a project or an initiative
> rush to start dinner minutes after closing my laptop for the day

oh, and my eye twitch is gone

Imagine running 100 interviews… in a single week. 🤯

When I was hiring my last role at Typeform, we got 400 applications in a day.

Recruiting was swamped.
I was swamped.

So I went into Greenhouse to try to filter resumes.
And quickly realized… you can’t meaningfully filter for the things that actually matter.

I tried everything — bulk downloads, keyword searches, spreadsheets.

In the end, I opened them one by one.
Skimmed fast and made a maybe pile.
Then went back through those again to pick some interviews.

It took hours.
And I know I missed great people.
But I just wanted to get the search moving.
And honestly, the whole process was broken.

Then yesterday, I heard a customer ran 100 interviews in a single week.
They posted a job, got flooded with applicants and decided to use our new AI Interviewer.

That’s 100 first-round screenings done automatically.

Elly runs the initial interview.
Takes notes and summarizes.
Scores each candidate against your job description.
And delivers everything straight to your inbox.

When I think back to that last search I ran… I can’t imagine how much faster it would’ve gone. 

But what I love most?
👉 Every candidate actually gets to tell their story.

There was a time when my own resume didn’t make sense in tech.
No fancy logos.
No “right” titles.
And nobody wanted to take a chance on me...until I got in the room.

That’s when they could actually see how I thought through problems.
And that’s still what matters most when you’re hiring.

What teaching spin classes in college taught me about B2B marketing 😉 

In college, I was briefly obsessed with mashups.
So when I taught spin, my playlists were 100% mashups.

My 20-year-old classmates? Loved it.
My summer class of 50–60 year olds? Hated it.

One guy even told me the music was “slightly better today” (because I accidentally picked a 70s mashup).

But I didn’t care. I thought: I like it, so it must be good.

Looking back, I’m a bit horrified that I didn’t care. 
And now I see how easy it is to fall into the same trap in the work I do today.

B2B companies do this all the time.
Build features they like.
Use jargon they like.
Pick taglines they like.
And forget the customer entirely.

It’s easy to make decisions based on what you like.
But at the end of the day, your customer matters a lot more.

You’ve only got two options:

👉 Listen to your customer.
👉 Or go find new ones.

But you can’t do both.
And the companies that pretend they can?
They generally suck at both.

Top reasons to post on LinkedIn:

1. AI-generated cold emails quoting my posts… completely out of context
2. Influencer gigs for products I've never heard of... but supposedly will love
3. Arguments with total strangers about things that matter to… basically no one

Total cost? Hours of writing random ideas and wallowing in self-doubt
What I get? Priceless

Nobody is a bigger critic of a product than the GTM team that has to sell it.

Yesterday I tried our new AI interviewer.

And learned sales just might not be for me.

I was a 70% match for our BDR example.

Our founder Nic? 74%.

I thought I’d at least beat a product person at GTM.

Apparently not.

Sorry to every sales rep I’ve ever teased about weak messaging.

Turns out explaining how to do good outreach isn’t as easy as it sounds.

Elly caught it right away.

🙃

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