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.

A year ago, I led a team of ten.
Today, it’s just me. And it’s harder than I expected.

Everyone talks about the shift from being an IC to a manager.
But nobody talks about what it’s like to go back.

To be honest, I was excited to be an IC again. 
To roll up my sleeves and actually do the work. 

But it’s hard to go back to creating things on your own.
And it’s even harder when you’re balancing strategy and execution.

The biggest shift I’ve noticed? For the past year or more, I spent most of my time reacting to things that were already in motion.

Giving feedback.
Suggesting tweaks.
Occasionally redirecting something completely.

But I didn’t spend much time creating from scratch.
And that’s a muscle that fades faster than you think.

Just this week I've built 2 landing pages from scratch and designed 10 new LinkedIn ads. And guess what? It all took way longer than I thought it should.

Any marketer can critique a campaign.
But starting from nothing? That’s the hard part.

I’m having fun approaching my work from a different angle again.
But I’m also constantly appreciating how hard creation really is.

Meg Gowell

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

Two years ago I started posting 3x per week as a way to stop doom-scrolling Instagram. It’s been weird, uncomfortable and honestly more rewarding than I expected.

Here are 5 things I’ve learned forcing myself to be a "content creator":

1️⃣ People think you know things just because you talk about things

It’s still wild to me that folks believe I’m an expert because I post sarcastic and sometimes vulnerable things on this platform. Show up (often) and tell stories. It will change people’s perception of you.

2️⃣ You'll impact people you’d never imagine

My husband once saw a girl he went to high school with (who I’d never met) and she said my post from the week before gave her clarity about whether she wanted to go back to work. I’m still completely floored that talking about dropping my youngest off at preschool could have that big of an impact on a person I’ve never met (who also isn't in the b2b marketing bubble).

3️⃣ Posting regularly and gaining a following gives you optimality

I’m not making the big bucks doing influencers deals or anything like that (heck, I’ve only been asked a handful of times and for very little money). BUT posting has gotten in the door at a ton of places.

I’ve had recruiter outreach I never expected.
I’ve had people I don’t know recommend me for jobs I didn’t know existed.
And when I had my role eliminated at Typeform, I had a bunch of potential opportunities in days.

With the market the way it is right now, optionality is a huge benefit.

4️⃣ There are a lot of really great people on the internet (and a few crappy ones)

I’ve met some really cool, smart people doing this who I never would have connected with otherwise. (Especially since I honestly hate networking, even though I know it’s good for me.) 

There are also some crappy ones. But in general, it’s the very kind, thoughtful ones who’ve slid into my DMs and comments. Those small moments really make it all feel worth it.

(Well that and the thrill of getting a ton of likes from total strangers. 😉)

5️⃣ Posting is harder than it looks

Less than 1% of users post regularly to LinkedIn. So just by posting you’re doing something that 99% of people couldn’t. 

In fact, I’ve had friends and colleagues tell me they are surprised how hard it is to post and that I make it look easy. What they don’t know is that I second-guess just about everything I write. I have ideas, I scrap them. I write things, I delete them. I go and back between thinking I’ve cracked the code and believing I know absolutely nothing about anything.

It never gets easier, you just get more practice doing it.



Case in point?

Wrote half of this in my head during bedtime cuddles last night, decided it was terrible this morning. And….now I’m posting it anyway.

(Even though I know an off-the-cuff take on AI would perform better)

Apparently, overthinking is my content strategy.

Funny how every AI company wants to make us superhuman.
Superworkers. Superteams. Superpowers.

Maybe I’m just a hater. 
But I like being human. 

I don’t need to be an infallible version of myself. 
I’d rather mess up sometimes. 
I’d rather only have time for so many things. 

Which is funny because I work for an AI company. 
And positioning an AI product right now is hard. 

Every brand wants to sound futuristic. 
Every buyer has “AI” written into their goals and budgets. 
Even performance reviews are starting to ask: 
“How much are you using AI?” 

But the alternative to talking about superworkers? 
Saying “AI makes us more human.” 

And I’ve never really understood that. 
We don’t need to be more human. 
We just need more space to act like humans. 

That’s what good AI should do: remove the busywork, not the person. 
Free up energy for the things that actually matter. 

Not superhuman. 
Just normal, run of the mill human, but better supported.

Early in my career, I marketed a lot of crappy products.

> Tier three colleges that cost way more than they were worth.
> Career colleges that were on the edge of shutting down at any moment.
> Vacant land that sometimes the owners double sold 🤦‍♀️

Then I started to realize what an uphill battle it was and decided I only want to sell products that people actually love.

So I sold good products with strong brands.

Now I’m realizing even that isn’t enough anymore.
Every category is crowded.
Good isn’t enough. Brand isn’t enough.

You need something else.
You need a product with point of view.

Marketing can’t fake it (as much as I’ve tried in the past).
The whole company and the product have to live it.

But the companies that figure it out? They’re the ones people remember.

The biggest leg up for a PLG motion?

It’s not an amazing growth team.
It’s not the perfect onboarding experience.
It’s not rock-solid data collection.

It’s a product you can actually see the full value of in seconds.
With no risk.

And that’s harder to find than it sounds.

You can do all the work in the world to make a product easier to use. But if it takes time or risk to experience real value in the wild, self-serve revenue is much harder to achieve.

At Elly, our team has done a great job creating a free experience since day one.
We’ve had lots of customers self-serve our Notetaker product.
But we still hand-hold many of the sales.

Why? Because there’s risk.

You can’t see Notetaker’s full value instantly. You have to use it in a real-world situation (on a call with a candidate).

When we launched our AI Sourcer this week, it was a different story.

You can literally run a sourcing search with actual candidate results in seconds.

No complex onboarding. No help docs. No in-app tooltips. No hand-holding.

We even sold an annual deal self-serve the first day the product was live (before the actual launch).

Price didn’t matter (it’s higher than Notetaker).
Onboarding didn’t matter (there wasn’t any).
Metrics didn’t matter (we weren’t even tracking time-to-value).

All that mattered: the customer could test it fast, risk-free, and see full value immediately.

And that’s just not possible for every product.
No matter how much we want it to be.

I used to have a Chief People Officer who always talked about how valuable it was that our recruiting team sourced their own candidates, not just evaluated inbound applications.

At first, I didn’t get the big deal.

Honestly, I kind of assumed most hires came from people who applied or were already in your network.

After my first search, I changed my mind.

Having a mix of inbound and sourced candidates totally changed how I approached hiring.

It was the difference between wondering if there was someone better out there… and knowing you had a full view of the talent pool.

I’ve had candidates who were looking but hadn’t seen our posting.
I’ve had candidates who weren’t sure about making a move, but were curious.
And I’ve had candidates who didn’t think the role was right for them until it turned out to be a perfect fit.

All people I would’ve missed if recruiting hadn’t taken the time to source.

And that’s why I’m so excited about our new AI Sourcer.

Now, anyone can start a sourcing search in seconds.
It’s like asking ChatGPT for the perfect candidate.

You can type in what you’re looking for.
Or upload or paste in a JD.
Or even attach a kickoff call you ran with Elly.

Recruiters will still be better at it than I am. 😅 
But it makes sourcing feel a little less like work, and a little more like magic.

Hiring right now? I'd love to help you find great candidates.

We’re launching a new product next week.
(Officially ruining the launch by sharing it early… but hey, I’m pretty much winging it anyways.)

A few beta spots are open right now:
> You get free access to find candidates for your open roles.
> We get your feedback to make it even better.

Interested? Let me know and I'll get you in.

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