Jun 2024 – Present · 1 yr 9 mos · Dallas-Fort Worth Metroplex

• During my time as the Dallas-Fort Worth Chapter Ambassador, I have led PMA Certification trainings, contributed to research and readouts for flagship reports, and established local networking programs for product marketers.

Apr 2021 – Jan 2022 · 9 mos · Dallas-Fort Worth Metroplex

• Led team of senior product and customer marketers, enabling new logo, expansion, and cross-sell strategic initiatives across all Redwood markets
• Identified key differentiators for Redwood, launched as part of corporate platform messaging rollout
• Designed new product release approach to achieve measurable impact from every innovation effort
• Implemented Pragmatic Marketing-based framework with Product Management to streamline workstreams
• Developed go-to-market strategies for finance automation initiative in partnership with leading global systems integrators
• Created key deliverables spanning marketing collateral, presentations, and webinar content
• Established comprehensive global sales enablement program, including cross-functional competitive intelligence practice

Sep 2019 – Apr 2021 · 1 yr 7 mos · Dallas-Fort Worth Metroplex

• Built, hired, and managed modern product marketing organization responsible for go-to-market, solution messaging, creative design, and sales enablement
• Defined solution messaging, successfully aligning value proposition to reflect innovation in holistic, modular SaaS technology and service offering
• Developed framework for product marketing and project management focused on driving cross-functional accountability
• Led content and messaging creation for comprehensive brand relaunch and first-ever client User Summit
• Established GTM and editorial calendars to support organic product launches, two key acquisitions, and partnerships
• Ensured education of and standardized messaging for new inside sales team to capture small business market share
• Delivered on success metrics for company’s first upsell offerings, including coaching client-facing teams on methodology
• Aided clients in navigating COVID-19 health club restrictions via novel approaches to customer marketing
• Negotiated revised industry partner contracts to reduce overall spend by >25% while increasing attributed pipeline

Sep 2018 – Sep 2019 · 1 yr

• Established and implemented SaaS product marketing strategy for all B2B solutions and markets
• Led 7 market-specific product marketers on effective strategies to generate demand, increase adoption, and bolster retention
• Supported and influenced cross-functional teams on high-value go-to-markets
• Created and reinforced effective product user groups and educational events

May 2018 – Aug 2018 · 3 mos

• Established and implemented SaaS product marketing strategy for flagship Parks and Recreation, YMCA, and Camp/Class solutions
• Led team of marketing professionals dedicated to each sub-market
• Supported and influenced cross-functional teams on high-value initiatives
• Created and reinforced effective product user groups and educational events
• Led demand generation projects to fill sales pipeline
• Partnered with industry organizations and influencers

May 2015 – May 2018 · 3 yrs

• Managed dedicated team responsible for launching and growing diverse digital P&Ls and the associated product marketing activities
• Developed, improved, and represented programs related to consumer traffic monetization
• Owned registration protection, publication subscription, and athletic gear e-commerce marketing initiatives, including innovation, sales enablement, and business goals
• Led partner marketing and relationship management
• Collaborated with platform development teams to drive product and analytics enhancements
• Increased e-commerce program conversion, profitability, and market penetration

Nov 2013 – May 2015 · 1 yr 6 mos · Irving, TX

• Directed marketing and public relations strategy for programmatic marketing service
• Owned feature development, market analysis, and revenue forecasting for publishing division
• Led pricing, deal approval, sales team assignments, sales operations, and knowledge management for 700+ publications
• Created or coordinated all content marketing, sales collateral, and creative for programmatic advertising division
• Developed newsletter sales and publishing functionality, including sales-facing e-commerce system and back-end inventory management, for company-wide integration of Microsoft AX ERP system
• Drove requirements for and spearheaded development of internal applications related to premium and programmatic display advertising initiatives
• Ran internal operations and contracts for white-label site visitor analytics service tied to programmatic solution
• Acted as internal advocate for the newsletter publishing division

Mar 2012 – Oct 2013 · 1 yr 7 mos · Irving, TX

• Led headquarters- and Toronto-based marketing staff on a wide breadth of strategic and campaign-based initiatives
• Created and launched over 50 original industry publications in a six-month period
• Executed and cataloged detailed sales enablement for 600+ salespeople regarding 2,100+ partnerships
• Developed and implemented go-to-market plans for strategic partners
• Spearheaded creation and operation of Microsoft Dynamics-based sales knowledge management system
• Evaluated and implemented marketing vendor relationships

Jan 2010 – Mar 2012 · 2 yrs 2 mos · Irving, TX

• Developed marketing plans, creative and copy for use by both MultiView and its partners
• Managed corporate digital media, including site functionality/content and social media
• Established email marketing strategy in support of field and inside sales efforts
• Overhauled tradeshow marketing efforts and collateral to reflect client needs
• Advised partners on product marketing best practices

Jun 2009 – Jan 2010 · 7 mos · Irving, TX

• Produced, edited, and distributed weekly e-newsletters for 12 trade associations
• Crafted copy for and executed demand generation campaigns supporting inside sales efforts

Jan 2009 – Jun 2009 · 5 mos · Irving, TX

• Successfully sold digital ad campaigns in varied industries and disciplines
• Attracted and retained clients at all stages of the customer lifecycle, including customer success and renewal functions

Jun 2007 – Aug 2007 · 2 mos

• Worked within Product Marketing/Management and Online Marketing groups at Australia’s leading telecom company
• Created marketing brief for Online IP Offers; implemented via email-based promotions targeting enterprise customers
• Prepared comprehensive analysis for Marketing executives assessing mobile data and applications vs. competitors