BetterLesson

Senior Vice President Marketing

Partnering with k-12 districts and edtech publishers to improve student learning outcomes through student-centered teaching practices and effective adoption of high-quality curricula.

VP of Marketing

Mission: Growth

I help mission-to-mission b2b education brands grow their impact and their bottom line. My clients hire me to create the conditions for scalable growth before they’re ready to hire their first marketing leader.

EdTech B2B Fractional Growth Leader

TeachFX

First marketing leader at early-stage, mission-driven EdTech startup using AI to help every teacher create more conversational classrooms with personalized insights into their teaching practice.

Focused on revenue-centered marketing and brand positioning to grow pipeline volume, velocity, and value in a rapidly-changing early-stage b2b + b2b2c EdTech serving k-12 and online learning markets. 

Grew a high-performing marketing team; elevated and celebrated our buyers, champions, and end users through a people-first growth marketing strategy; built brand awareness, affinity, and demand.

Head of Marketing (Series A 2022 🚀)

BoardOnTrack

Own customer lifecycle marketing to unify branding, marketing, sales, product, and customer experience for lean b2b SaaS startup helping charter schools achieve excellence in governance.
 
★ Maximize efficacy of marketing and sales machine
★ Deeply understand and continually improve the buyer’s journey and customer life cycle
★ Foster clear, consistent, rewarding customer experience 
★ Strengthen employer brand and talent acquisition
★ Design and implement multichannel content marketing strategy

Chief Experience Officer (acquired by TransACT)

Demand generation leader, brand strategist, and sales-marketing bridge. Built a consistent, premium brand experience and a scalable, repeatable, proﬁtable marketing and sales machine.

★ Reimagined and relaunched the brand; redefined buyer personas to realign company for highest-value buyers.
★ Led strategic pricing, packaging, and positioning; relaunched the brand built on customer-driven brand story, elevated visual identity, and in-depth competitive analysis
★ Launched content marketing, lead and customer nurtures that drove audience and pipeline growth; optimized through cross-platform analytics and multi-touch revenue attribution to optimize content through the customer lifecycle
★ Managed evolving team of FTEs, agencies, and freelancers

Chief Marketing Officer

929 Marketing

Solo marketing consultancy that helped mission-driven founders break common barriers to scalable, sustainable growth through done-for-you and done-with-you integrated marketing strategies and competitive brand positioning.

I worked with dozens of entrepreneurs to translate founders' visions into actionable go-to-market strategies with competitive brand positioning and integrated marketing, and to dismantle assumptions to unlock scalable growth with the right buyers.

Founder

Bright Horizons

Expanded and led corporate marketing team to expand Bright Horizons' reach among HR and L&D executives -- and their workforces -- across a wide variety of verticals in the U.S. and U.K.

We planned, implemented, measured, and optimized integrated multi-channel campaigns and sales enablement, telling the story of an ever-expanding suite of complex work/life solutions through compelling multimedia, long-form, webinars, and short-form content. 

We owned the corporate online presence -- website, blog, social, and video -- as well as print pieces and research-based thought leadership. As a cornerstone of this approach, we launched the annual Bright Horizons Modern Family Index, which continues today. 

I led sales-marketing collaborative process to define buyer personas, construct sales and marketing funnel, and drive content review workshops resulting in buyer-focused content plan

Corporate Marketing Director

Grew multimillion-dollar enterprise business-to-business (b2b) pipeline by spearheading emerging online marketing practices. 

Drove enterprise shift to inbound marketing, building our first marketing automation systems (first with Marketo and then Pardot). Launched performance growth marketing function, relaunched the b2b website, expanded social media presence and email marketing programs, launched b2b YouTube channel, continued to scale traffic and lead generation.

Rebranded and transformed annual customer conference to support client engagement and new sales. And trained sales team on social selling.

Digital Marketing Manager

First dedicated enterprise corporate marketing hire, brought in to own b2b integrated marketing campaigns influencing multimillion-dollar enterprise b2b pipeline and partnering with nationwide enterprise sales force.

Led integrated multi-channel organic content & paid campaigns that drove lead generation, positioned brand as leader in work/life supports. Established b2b marketing KPIs and pipeline tech stack. Orchestrated in-house creatives, subject matter experts, external agencies to rapidly produce high volume of high-value creative, from sales enablement assets to video to the annual customer conference.

Corporate Marketing Manager

UUSC

In a series of roles with increasing scope and seniority, my work helped engage thousands of people in supporting UUSC’s global human rights programs through fundraising and advocacy.

I annually reached record-breaking fundraising and participation numbers, delivering 20% of the organization’s operating budget per year. 

My reimagined approach to human rights education, Stories of Hope, remain in use by the organization today and has now educated and engaged countless people of all ages. I led a national network of volunteers, doubling it to nearly 700 people engaging their communities in fundraising and advocacy.

Senior Associate for Membership Development

SVP Marketing @ BetterLesson

Serving k-12 educators and the team at BetterLesson in our mission to help build student-centered teaching skills that ultimately support every student to find their greatness.

I've been described as the marketing equivalent of a 10x engineer, rapidly turning ideas into effective action and measurable progress.

With experience in startups, enterprise, and nonprofit settings, I’ve established and scaled high-performance marketing teams for impact-driven B2B brands.

As a marketer, I balance of vision and hands-on execution, creativity without ego, and progress over perfection. As a leader, I facilitate my team’s brilliance and remove obstacles for them to shine. As a go-to-market and growth strategist, I put the customer (buyer, champion, and end user) — and data — at the center of every action and decision.
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Gallup StrengthsFinder: Ideation | Relator | Learner | Strategic | Arranger
DiSC leadership style: moderate Di; prioritizes Taking Action, Getting Results, Generating EnthusiasmH

“All important matters are invisible.”

https://lnkd.in/efQMkexF

Rachel Jordan

From nonprofit to enterprise to solo entrepreneur to startup, my career has been built on unlocking human potential. 

I live and work by a few core principles, including being a contribution, doing well by doing good, and embracing uncertainty.

My career has taken me from music to fundraising & advocacy for a small, global nonprofit to complex enterprise b2b marketing in a publicly traded leader in work/life supports and early childhood education…to solo consulting for growth-ready founders to edtech marketing leadership.

I’m a two-time first marketing leader, first at BoardOnTrack [acquired 2021] and then TeachFX [Series A 2022]. 

Outside of work, I volunteer as a mentor for edtech founders through the StartEd edtech accelerator, and for marketers through GrowthMentor. And I serve the Boston music community as a member of the board for The Record Co., a community music space breaking the barriers to access for all music makers. That work has inspired me to reconnect with my first love, piano…and even pick up the bass again now and then.

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