Tango

Standing up content marketing for a product-led, Series A SaaS startup voted one of Fast Company's 2022 Next Big Things in Tech.

Content Marketing Lead

HubSpot

Supported HubSpot's mission to become the #1 CRM for scaling companies by delivering a global suite of upmarket B2B content that helps buyers buy and sellers sell.
 
• Developed an enterprise buyer enablement program to accelerate C-suite decision-making at each phase of the buying journey
• Partnered with Sales, Product Marketing, Competitive Intelligence, Partner Marketing, Localization, and Go to Market Enablement to drive cross-functional stakeholder alignment and refine/define differentiated value propositions for core products 
• Co-ran Mid-Market and Corporate focus groups to understand top use cases
• Partnered with five agencies to produce 16 industry-specific pitch decks to shift HubSpot from a product sell to a solution sell
• Developed a frictionless buying experience by launching content kits to help reps upsell, cross-sell, and increase average sales price
• Created 30+ assets to support a campaign that drove $4.9M in monthly recurring revenue in 2021, with a 31% average conversion rate 
• Influenced a 40% increase in $3K+ deal wins, 575% increase in $7K deals, and 33% increase in Enterprise-tier deal wins
• Supported a 51% increase in multi-Hub deals YoY, with 80% of revenue attributed to monthly recurring revenue for large deals
• Repurposed content for HubSpot Partner events and sales playbooks (community of 4,965 companies)
• Increased content management platform adoption by 68% in six months and owned monthly reporting to leadership
• Managed an external design agency and mentored new marketers 
• Executed a global-first approach to content, with 97% of deliverables localized in at least one language aside from English
• Authored a thought leadership series building on the Crisis of Disconnection coined at INBOUND 2022 for a blog with ~11 million organic monthly visits

Senior Marketing Manager, Upmarket Content

Pareto Health

Built a marketing communications team from the ground up for a startup growing 40% year-over-year. Focus areas included brand awareness, demand generation campaigns, product marketing, client communications, and internal communications.

• Developed and executed an effective B2B content marketing strategy for the largest captive benefits manager in the country
• Partnered with the Chief Marketing Officer to launch a company rebrand and new WordPress website in seven months
• Managed a creative agency and freelancer; served as lead in-house writer, editor, and project manager
• Worked cross-functionally with Sales, Product, Growth, and Revenue Operations to guide, execute, and elevate 150+ assets in 10 months  
• Produced whitepapers, sales decks, case studies, product sell sheets, infographics, digital ads, PPC landing pages, video scripts, and website/email copy
• Wrote BenefitsPRO's top performing whitepaper of the year in 2020
• Designed a client communications strategy and quarterly newsletter with a 30% open rate (double the average industry benchmark) 
• Planned and executed quarterly demand generation campaigns resulting in 3,250+ marketing qualified leads and 275 new broker relationships 
• Drafted and delivered 175 emails to 550,000+ prospects with consistently above average engagement
• Increased total webinar attendance by 1,256% (average product webinar by 502%; average sales webinar by 283%) in seven months; drove 3,910 webinar registrations in Q1 2021 alone (400% over goal) 
• Launched a sales enablement tool and content management system with 80% adoption
• Introduced a department-wide project management platform, creative brief ticket system, quarterly editorial calendar, social media strategy, and marketing team onboarding process

Senior Manager of Content Development

Saxbys

Led the integrated team tying together key marketing inputs—from Product, Operations, Public Relations, Communications, and Training—to execute the cross-functional commercialization of an elevated food and beverage program for a $12M, 25-unit coffee brand. 

• Partnered with the Vice President of Marketing and Product to position Saxbys as the most socially convenient option within a crowded marketplace  
• Developed an insight community strategy to better reach Millennial and Gen Z “informed adventurer” target demographic 
• Developed a junior marketing manager and shifted from key stakeholder in the campaign brief development process to key driver 
• Co-produced all creative assets for the first quarter, including a Valentine’s Day promotion that drove 185+ new app downloads

Senior Marketing Manager

Oversaw menu innovation, marketing strategy, team development, campaign execution, and digital experience and insights.

• Introduced 125+ menu items and helped action a 15-percentage point swing in sales growth, driving $1M in revenue in under a year
• Co-launched eight campaigns, one of which led to a 77% boost of a core menu category and quarter million-dollar increase in revenue
• Implemented 30+ brand activations, including a free coffee week promotion that exceeded forecasted sales by 18% 
• Increased Saxbys app sales by 5% and tripled volume of order ahead transactions, with order ahead users spending 23% more per year
• Drove 383% growth in top-tier Saxbys app users by promoting loyalty program perks through target market segmentation 
• Led copywriting for email, social, paid media, digital (web), on-device (app), in-cafe assets, and internal communications
• Co-produced 50+ on-brand and on-brief e-newsletters, doubling MailChimp open rate within first two months 
• Collaborated with the Creative Manager to accelerate organic Instagram growth, with a 22% increase in followers in nine months 
• Designed campaign previews, rollout guides, and recaps to message marketing insights, objectives, and results to cafe teams 
• Managed a marketing specialist responsible for social media, partnerships, cafe merchandising, photography, and graphic design 
• Self-taught InDesign to own menu board maintenance and innovation, saving over 50% ($12k) in printing costs from previous year
• Served as project manager for a team of four; used TeamGantt software to track all deadline-driven deliverables
• Led a weekly marketing meeting with the executive team

Marketing Manager

Leveraged marketing experience to add an additional revenue stream and consulting line to JLL’s University of Pennsylvania account.

For Shop Penn, a new retail brand packaging the university’s real estate portfolio as a premier destination to shop, dine, play, and stay:
• Drove a 4.5% increase in year-over-year district-wide sales following the introduction of a cohesive brand awareness strategy 
        • Collaborated with J2 Design and ChatterBlast Media to bring brand identity and promise to life through creative copy and collateral 
• Partnered with internal Assistant Director of Communications to execute a communications plan, editorial calendar, and e-newsletter
• Introduced seasonal itineraries and doubled website traffic in three months, driving 76k page views in less than 12 months
• Saved client an estimated $70k/year in agency costs by assuming full responsibility for social media strategy and execution
• Piloted a successful Instagram influencer and student ambassador program while executing two inaugural district-wide events
• Increased total social media followers by 110%, total sent message volume by 42%, and total engagements by 166% within five months
• Formed a new tenant onboarding process; partnered on pre- and post-opening marketing plans for new restaurants
• Designed 30+ branded social media graphics in Canva and shot 500+ photos for growing asset library

For Pennovation Works, a 23-acre entrepreneurial hub with a business incubator driving academic research to commercialization:
• Oversaw external development and execution of communication initiatives; monitored, analyzed, and reported impact back to client
• Ghostwrote 25+ press releases on behalf of senior leadership, managed website content, and authored annual business report

Senior Communications Associate

Windermere Stellar

Managed internal and external communications for a $53M residential real estate brokerage.

• Developed and executed a 12-month, turnkey digital drip marketing campaign to support recruiting efforts and increase market share
	• Used MailChimp to create 25+ original newsletters, four of which were picked up by the franchise and shared across 300+ brokerages
	• Shared insights and trends with regional ownership and scaled pilot program to serve all in-state leadership 
• Oversaw development of creative collateral and maintained brand integrity of all locally produced digital and print advertising
• Created 40+ staff newsletters to encourage operational alignment and camaraderie among satellite offices and cross-functional teams
• Assisted Executive Vice President/Co-Owner with content development and design for high visibility reports and presentations
• Ghostwrote, edited, and proofed all company-wide communications and copy

Acting Digital Marketing and Communications Manager

Introduced cohesive leadership, training, and skill development to 18 direct reports under new staffing model.

• Developed and directed a semi-annual performance review process for a team of 25
• Actualized Business Support concept to add value to previously purely administrative roles and incentivize top performers
• Managed and trained team that rebranded WordPress sites for 150+ agents 
• Increased use of in-house customer relationship management software and proprietary presentation tool by 30% 
• Conserved company an estimated $50k in staff turnover costs

Business Support Manager

• Recruited, interviewed, hired, and onboarded all administrative staff
• Led half-day quarterly professional development workshops 
• Produced training documents for marketing tools and accounting programs 
• Calculated franchise fees and co-managed monthly closing of financial records
• Cross-trained as back-up Accounts Receivable/Payable Manager and processed up to $400k/day in agent commissions as needed
• Digitized benefits administration and systematized onboarding

Brokerage Operations Specialist

• Centralized a shift to paperless transaction management for 11 satellite offices; designed original workflow and processes
• Managed administrative duties from contract to closing and coordinated escrow for 100+ real estate agents from five branch offices

Transaction Support Specialist

Food52

• Launched company’s first customer service department and resolved over 3,000 Zendesk tickets in a five-month period 
• Maintained a three-hour average reply time (20 hours ahead of industry standard) and 97% satisfaction rating; established a library of on-brand, customizable templates 
• Co-managed 150+ merchant relationships; oversaw onboarding process, tracked inventory adjustments, and audited outstanding shipments
• Compiled daily, weekly, and monthly dashboards and shared key performance indicator reports with company leadership

Customer Care Associate

• Worked with editorial, engineering, and business teams to launch a kitchen and home e-commerce website 
• Sourced new artisanal products; pitched collection ideas to co-founders; wrote and edited website copy 
• Created a customer advisory panel; partnered with user interface developers and user experience designers to recommend solutions to improve customer experience
• Contributed to company blog, email marketing, and social media

E-Commerce Intern

Content Marketing at Tango | Prev HubSpot

3x content leader with 11+ years of experience helping B2B and B2C brands cut through the noise. Excellent writing skills and attention to detail. Empathetic, warm, and supportive teammate. Interactive web pages > traditional long-form blogs. Oxford comma always.

📍Currently at Tango, helping IT and operations teams reimagine internal software training with Real-Time Enablement. 

🎥 Highlight reel:
• Owned content strategy, thought leadership, sales enablement, and SEO for a Series A SaaS startup voted one of Fast Company's 2022 Next Big Things in Tech.
• Designed a global buyer enablement content program to help HubSpot move upmarket.
• Developed a B2B content marketing strategy for the largest captive benefits manager in the country.
• Actioned a 15-percentage point swing in sales growth for a $12M, 25-unit coffee brand.
• Oversaw internal and external communications for a $53M real estate brokerage.
• Upskilled 18 marketing specialists as a first-time manager at age 26.

No matter my industry or role, I love to connect deeply with people, learn how I can help them, and empower them to do their best work. 99% of the time, that's through curiosity and clear communication. See also: a well-documented process and impeccably organized Asana project.

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