While I have extensive experience across marketing disciplines,

SEO, SEM, CRO, CRM, ABM, Demand Generation, User Acquisition, lifecycle, email, pipeline & funnel optimization, PLG, MA, Ops, etc.

I specialize in bringing them all together with product to achieve measurable growth.

Advisor

Lately, I’ve been advising, consulting, and managing a marketing agency primarily focused on B2B SaaS and subscription-based eCommerce startups. I’ve been privileged to develop GTM strategy, and in many cases, implement programs to drive business growth through a combination of product and marketing.

MaxAI - Generative AI Assistant | 2024 - present
Performance marketing, analytics, and product growth advising

OpenArt - Generative AI Image Tool | 2023 - present
Performance marketing and product growth advising

Fraction - Fractional Hiring Marketplace | 2023 - 2024
Develop and implement GTM strategy, performance marketing, and content development

Bigtincan - Unified Sales Enablement Solution | 2023
Performance marketing strategy and management - manage paid search, paid social, and advise on SEO strategy and content

Growth

The last 12 years have been focused on driving growth through marketing and product alignment, primarily for B2B SaaS and technology marketplace companies. I’ve led demand generation and lifecycle marketing programs to significant growth through four acquisitions with hands-on involvement in strategy and implementation of SEM, SEO, email, marketing automation, CRM data management, analysis & reporting throughout.

LimeSpot (Pantastic) - AI Personalization & Recommendation Engine | 2021 - 2022

Head of growth

Reporting directly to LimeSpot CEO as Head of Growth, responsible for overall company and revenue growth via marketing, product strategy, development, and overall go-to-market strategy. Shifted ICP from SMB to enterprise, building out marketing and sales motions to support new cycles. Acquired in 2022 by Pantastic.

• Achieved a consistent 22% QoQ growth in new customers for 2021 through onboarding and funnel optimization

• Leveraged CRM and email campaigns to increase retention and LTV by 37%

Corel (Alludo a KKR Portfolio company) - Design and Productivity Tools | 2017 -2021

Director of Growth & eCommerce

Reported directly to EVP of eCommerce, responsibilities included division P&L, forecasting, revenue development, and digital marketing for ClearSlide and Corel’s Online Graphics division. Directed and led Online Graphics GTM strategy and growth for a DTC/B2C web-based vector design app to a freemium PLG (product-led) eCommerce-driven offering with a user base of over 2.5 million in under 2 years. Rebranded to Alludo in 2022.

• Led technical SEO and content strategy efforts to achieve a 300% increase in relevant traffic.

• Combined with paid search/media optimizations, CPAs dropped by 92%.

• Email & lifecycle marketing campaigns increased free-to-paid ratio from 3% to 9%.

ClearSlide (Bigtincan) - Leading Sales Enablement Platform | 2016 - 2021

Director of Customer Marketing

I supported post-acquisition data systems integrations including advanced product analytics, reporting, tracking, and attribution. On the customer side, I developed and implemented cross-sell and upsell programs for ClearSlide and Bigtincan customers, driving adoption of new products, features, and engagement through marketing automation processes, in-product messaging, and retargeting/remarketing campaigns. Acquired by BigTinCan in December 2020

Senior Manager of Digital & Data

Owned demand generation, performance marketing (website, SEO, SEM, Paid media), ABM campaigns, and analytics for ClearSlide before Corel acquisition. Responsibilities increased to eCommerce build, performance, and revenue post-acquisition. Acquired by Corel in December 2017

• Spearheaded website redesign and platform migration to Wordpress including all SEO, Conversion Rate Optimization, and content development.

• Post-launch traffic increase of 80% with a 140% increase in new MQLs and 90% increase in Sales Qualified Leads from free trial offerings.

CoStar Group - Commercial Real Estate Data & Marketplaces | 2014 - 2016

marketing director

CoStar properties include apartments.com, homes.com, and land.com. Directed marketing across CoStar Group's Land division, including properties such as Land.com, Lands of America, Lands of Texas, and Land and Farm.

Major initiatives included revitalized branding, the introduction of content marketing channels to bolster organic traffic, and the addition of marketing automation processes including targeted email marketing programs for increased engagement and revenue streams.

• Consistent YoY traffic growth of 22% for the land vertical with a 6.7% increase in new-user-to-purchase conversion rates for 2015 through new content-based acquisition programs.

• Reduced churn rate by over 137% through email and CRM marketing automation enhancements.

San Francisco Ballet- World-renowned Ballet Company | 2012 - 2013

Senior Manager Digital Marketing

Introduced a targeted multi-touch digital strategy to achieve major online audience growth and demographic enlargement including an overall shift to a younger and more diverse audience.

• Achieved a 68% growth in active social, 22% in web visitor growth, and 34% in online ticketing

• Pioneered partnerships with Redbull and GoPro

Concur (SAP) - Integrated Travel, Expense, and Invoice Management | 2011 - 2012

Senior Marketing Analyst for Global Strategy

Led optimization of global web presence, landing pages, and channel campaigns for acquisition through a/b testing, data insights, predictive analysis, localization, and other advanced methods.

• Through linking data systems, I built a complete view of customer acquisitions, including a dynamic customer-led ranking/qualification system resulting in more effective customer intelligence for sales

• Increased acquisitions by 22% in US, 38% in APA, and 15% in EMEA regions through A/B testing, UX design improvements, and funnel-related optimizations

Development

Upon relocating to the Pacific Northwest, I shifted my focus to data and information teaching myself several languages and skills including HTML, CSS, Javascript, Coldfusion, PHP, and SQL. While I had created static websites in the past for employers and fun, I dove into dynamic websites with connected databases, built web analytics reporting tools, and used testing and data investigation for the first time to inform my decisions on how to build.

WorldClassStrategy (EducationDynamics) - Education Marketing Agency | 2006 - 2011

Jr. Developer > UI/UX Developer > Lead Marketing Operations Analyst

Began as a general developer designing and coding landing pages and customer journeys, to finally leading marketing operations and analysis for the largest online education lead generation company. Our flagship property, EarnMyDegree.com, had a peak traffic of over 700M monthly users in 2008 and was a top-visited site generating leads for over 160 different colleges and universities.

• Created and led the testing and optimization team focused on improving conversion rates and engagement metrics throughout the site

• Actively involved in the growth strategy of a small startup as the 23rd employee from $3MM in annual revenue, through an acquisition, to over $89MM in annual revenue as an integral developer and the lead marketing analyst for the entire network of EducationDynamics web properties.

• Incrementally increased customer acquisition conversion rates from 2.7% up to 6% while maintaining quality over 3 years as the optimization team leader.

• Acquired by Halyard Capital and re-branded to EducationDynamics in 2008

BoatsWest - Marine Classifieds Marketplace | 2006

Founder

Created, designed, developed, and managed one of the largest marine classified marketplaces on the web. This was a coding learning experience that turned into a viable business, but personal circumstances at the time led to the business being abandoned in 2006.

Environmental

My earlier professional years were spent as a Wildlife and Marine Biologist, Project Manager, and GIS Specialist for various research, government, and private consulting firms. Held surveyor permits for several endangered species including: Quino Checkerspot butterfly, California Gnatcatcher, and Desert Tortoise.

National Oceanic and Atmospheric Administration (NOAA) - Government Regulatory Agency | 2006

Marine Mammal Biologist

Assisted on Orca and Humpback whale research and data analysis

Natural Resource Consultants - Biological Consultants | 2003 - 2005

Project Manager/GIS Specialist/Senior Biologist

Headed biological project permitting and surveying of several large-scale residential developments throughout San Diego and Orange County. Also led and managed several habitat restoration and wetland mitigation projects for clients.

Chambers Group - Biological Consultants | 2003

Senior Biologist

Various endangered species and wildlife studies throughout Southern California.

Merkel & Associates - Biological Consultants | 2000 - 2002

Associate Biologist

Part of the team (SCCAT) that discovered and led surveying, studying, and eradication of the invasive algae Caulerpa taxifolia throughout Southern California.

Wrigley Marine Science Center Catalina at USC Institute for Environment & Sustainability - University-Based Research | 2000

Graduate Research Assistant

Climate science studies spanning sea rise impact to nutrient variability in nearshore ecosystems.

California Regional Water Control Board - Government Regulatory Agency | 1999 - 2000

Biologist

CEQA & NEPA permit review for development projects. Worked closely with colleagues from the Army Corps of Engineers and CA Department of Fish and Game on project review and approvals.

Coastal and Marine Institute at San Diego State University - University-Based Research | 1998 - 2000

Graduate Research Assistant

Studies focused on climate change impacts on San Diego Bay, largely focused on Macoma, sea-grass, and eelgrass beds.

Education

Advanced Growth Strategy - Spring Cohort | 2021

Reforge

Innovation and Entrepreneurship - Graduate Certificate | 2016

Stanford Graduate School of Business

Biology and Computer Science - Bachelor of Science | 2000

San Diego State University

Certified

• SFDC - Salesforce Admin | 2017

• HubSpot CRM - Marketing Software | 2023

• Google Ads - Google Certification | 2023

• Google Analytics GA4 - Google Certification | 2023

• Google Tag Manager - Google Certification | 2015

• LinkedIn - LinkedIn Ads, Marketing Solutions | 2023

Platforms

CRM, Marketing Automation, & CMS

• Salesforce

• Hubspot

• Marketo

• Intercom

• Wordpress

• Webflow

• Framer

• SquareSpace

• Shopify

• Instapage

Design & Data

• Figma

• Adobe Suite (Marketing, Photoshop, Illustrator)

Ads Platforms

• Google Ads

• Bing Ads

• LinkedIn Ads

• Shopify Ads

• Adroll

• Clutch & G2

Enterprise tools/ABM

• Apollo

• DemandBase

• 6sense

Industries

I am highly adaptable and have marketed to a variety of technical and non-technical audiences, but here is a short list of my direct experience.

• Design

• eCommerce

• Technology

• Artificial Intelligence (AI) & LLM

• Real Estate Data

• Education