Indr, Inc.

Marketing leader for a Series A SaaS company. Indr is a change management platform launching in November 2023. Responsible for GTM strategy, creating demand, and building community.

Indr unlocks the power of transformation in your organization—to better serve customers, enter new markets, operate sustainably and build new capabilities. Indr puts the power of human-centred change in the hands of your people–resulting in transformation that’s predictable, scalable, and continuous.

The platform uses AI to continuously analyze contextualized data, evaluating change initiatives by risk and feasibility. It uses a network effect to rapidly engage stakeholders. Indr aims to get organizations out of 'perpetual pilot purgatory' and flip the statistics of digital transformation failure (70-84%) to success.

Vice President, Marketing

MedModel

Advise a marketplace technology company in the medical aesthetics space.

Advisory Board Member

Oden Technologies

Established the marketing function to drive 3x ARR growth for an industrial IoT SaaS platform.

• Built the marketing team, tech stack, and systems for this series A startup. Delivered the marketing and brand vision, strategy, and initiatives. Conducted market, competitive, and customer analysis to define brand messaging and positioning.

• Drove 100% of closed/won customers and 53% of all leads upon launching account-based marketing (ABM), with a commit of generating 100 enterprise leads and closing three logos per quarter. Orchestrated ABM strategy to increase lead quality and quantity—driving targeted, predictable pipeline.

• Architected the marketing funnel and adopted a revenue operations model. In lockstep with sales, defined and tracked metrics to assess the effectiveness, velocity, and ROI of demand programs.

• Managed a distributed team of marketers and SDRs. Developed hiring and growth plans, onboarding, and sales training.

Social Currency

Developed and launched marketing strategies for high-growth brands, from seed stage to Series C and public, using B2B, B2C, and B2B2C strategies.

• Developed marketing and brand strategy for Omniome, a Series C biotech company later acquired for $800MM. Made a multi-year plan to develop a branded community to foster scientific discovery on the Omniome platform.

• Developed the GTM strategy and marketing playbook for Arcules, a Canon Group cloud-based security company. Identified a new market opportunity and repositioned the company as part of a turnaround.

• Launched Picture Genetics, a line of consumer genetic tests, which grew 76x—from 59,000 to 4.5M billable tests in one year. Developed market, competitive, and consumer insights; defined and sized market segments; mapped the competitive landscape; created the brand strategy; developed the marketing plan; and executed a six-month pilot launch. Planned an influencer event that educated consumers on genetic testing and resulted in 491% ROI, 3.1MM impressions, 30k engagements, and saved $48k in content production costs.

• Built GTM strategy and marketing plan for MedModel, a two-sided marketplace in medical aesthetics. Exploited network effects by creating product-led growth through a waitlist strategy, community engagement, and referrals. Designed a DTC marketing plan to attract consumers and B2B plan to attract pharmaceutical and medical practice customers. Currently serving on the Board of Advisors.

• Developed brand strategy, brand identity, and marketing plan for Dermala, a personalized DTC acne care brand that has grown from $1MM to >$5MM. The marketing plan helped Dermala achieve profitable growth and secure series A funding.

CEO & Co-founder

Lytx Inc.

Launched the SMB market segment for the leading video telematics SaaS platform. Starting from zero, generated 76% of the entire company’s marketing leads, which converted to 40% of all new customers acquired within a year. Achieved 276% of customer acquisition goal and increased pipeline velocity 44%.

Sr. Marketing Manager

Illumina

Launched Illumina's first brand marketing campaign, positioning the company to expand to clinical markets.

• Launched Illumina’s first corporate brand marketing campaign, achieving 206% of awareness goal. Won an American Advertising Award (ADDY) for a storytelling campaign on genomics' impact on human health. Sponsored premier global scientific studies that advanced the field of genomics and positioned Illumina as the gold standard for genomics technology.

• Cut time to market 30% by redesigning and scaling the campaign development process. Managed ad agencies, consolidating a patchwork of agencies and bringing them under corporate marketing oversight. Improved satisfaction with agency partners and in-house agency by 65%.    

• Led an initiative to develop customer insights and write effective creative briefs, up-leveling and standardizing competencies across a team of 400 marketers. 

• Managed the naming architecture across thousands of products. Overhauled the naming system and developed naming strategy.

Senior Corporate Brand Manager

Evofem Inc.

Led global portfolio strategy with P&L responsibility for two CPG product lines, managing an $18MM budget.  

• Created a new product category and grew revenue 412% for Softcup, in a fully penetrated market only growing 1-2% overall. Softcup was a challenger personal care brand competing against heritage CPG companies like Procter & Gamble. Generated 4x higher growth than any personal care brand.

• Successfully launched products in 16 countries. Developed multiple product line extensions.

• Won a CLIO and an Aster Award for a breakthrough consumer marketing campaign for TriCalm, a new product launch in the first aid category. Achieved nationwide retail distribution within six months.

• Built a reporting dashboard synthesizing large datasets from consumer and store-level sales data to generate actionable, geotargeted campaign performance metrics.

• Drove brand awareness and demand through national TV, print, radio, OOH, and digital advertising; PR; field marketing; retail promotions; a cause campaign; and influencer marketing.

• Built marketing organization—team, operations, agencies, and tech stack—from the ground up. Built a team of seven marketers, 20 national sales reps, and 11 international distributors.

• Led consumer portfolio from Series B to D. Pitched commercial plans to investors, helping secure a $75MM investment.

Vice President and GM, Global Sales & Marketing

PacketVideo

Rebranded company to reposition it from a custom software development company to a SaaS company, while expanding into the consumer electronics market.

• Accelerated sales growth of mobile multimedia software 5x, from 60MM to more than 300MM units in three years, with targeted multichannel marketing initiatives.

• Managed re-design of company’s corporate and consumer websites. Developed all corporate and product marketing content.

• Developed customer retention programs for key clients including Verizon and AT&T.

• Received Event Design’s Gold award for Best Trade Show Environment.

Marketing Manager

Fiserv, Inc.

Developed marketing initiatives for mortgage division of Fortune 100 fintech company.

• Spearheaded marketing programs that exceeded annual goal, 30% of total division revenue. Conducted a lead aging analysis and launched a nurture campaign generating $4MM in sales opportunities.

• Devised and implemented two webinar series that generated $3.6MM in opportunities.

•  Managed paid and owned channels, including advertising, trade shows, webinars and user conferences. Developed content for all stages of the buyer's journey.

Marketing Specialist

PCi Corporation, a Wolters Kluwer company

Positioned the company as the thought leader in lending compliance, helping secure 98 of the top 100 banks as customers. Planned two annual national conferences, trade shows, monthly webcast series, and demand generation campaigns. 

• Planned the premier thought leadership event for the lending compliance industry. Developed the conference agenda, wrote all marketing collateral, recruited speakers, and managed event logistics.
 
• Fostered relationships with key opinion leaders and developed corporate alliances with trade associations.

• Doubled annual trade show leads and reduced exhibiting expenses 24%.

Events Manager

Marketing leader with 20 years' experience achieving market-leading growth for startups and scale-ups. Deep experience in GTM strategy and player/coach leadership. 

☕️ I'd love to chat if: 
➡ You want to talk about change management or digital transformation #DX
➡ You're interested in testing a change management platform - as a user or potential partner 
➡ You want to talk about #startups
➡ You want to talk about partner-led growth

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