Jan 2024 – Present · 2 yrs 2 mos · Remote

• A B2B market research and advisory firm specializing in account-based GTM strategies and generative AI. Our mission is to evolve the way B2B organizations go-to-market with account-based strategies.
• We are the authority providing:
• 1. Clarity: around a universal definition of what account-based marketing (ABM) is, and what it’s not.
• 2. Representation: for organizations of all sizes to launch, optimize and scale their account-based motions with our Growth ABM™️ & Enterprise ABM™️ frameworks.
• 3. Evolution: around the way organizations go-to-market with account-based strategies

Sep 2023 – Present · 2 yrs 6 mos · Remote

Jul 2023 – Present · 2 yrs 8 mos

• A data-driven Go-To-Market Analyst firm

May 2022 – Apr 2024 · 1 yr 11 mos · Remote · Remote

• Responsible for strategizing, building, and leading Reachdesk’s global Demand Engine
• After clear analysis of strategy, implemented the following changes (during a down economy, smaller team and budget)to result in:
• Standard reporting and measurement to track, determine benchmarks, visualize channel impact and leading indicators of successes or failures
• Optimized all channels, removing ineffective, re-focusing, re-allocating spends
• Above resulting in: reduction of cost per opportunity of 18% in first quarter, reduction each quarter until optimized at total 40% reduction, standard ROI of 15X across all marketing paid channels.
• Average meeting to opty flip rate increased +15%
• inbound close rate +25% over 2 quarters
• Focused targets across tiers allowing for clear line of sight (ACV) and measurements between segments
• Introduced Marketing Attribution model
• Once Demand gen engine was humming, built the foundation of both ABM strategy and customer growth focus strategy:
• Brought in 6Sense Predicative model platform and introduced the MQA Model, Expansion of ICP into new markets, previously only targeting SaaS
• Introduction of segmented campaigns, messaging and content pieces by tiers, persona and pain points
• Partnered with and enabled AE and Outbound BDR team in order to improve their pipe-gen and close rate numbers, working as a singular team
• Introduced collaborative proactive annual/bi-annual planning across the team in support of delivering a cohesive marketing strategy
• Brand Building and Thought-leadership improvements:
• Introduced thought-leadership content strategy, Implementation of Oktopost, internal Advocacy tool
• Some initial results of branding improvements:
• Increases in web direct traffic, organic inbounds, word-of-mouth referrals, requests for sponsorships, partnerships and speaking engagements

Apr 2022 – Dec 2023 · 1 yr 8 mos

• HYPCCCYCL is an invite-only, professional community where top B2B revenue leaders cross-train their GTM skills with VCs.

Aug 2021 – May 2022 · 9 mos · Remote

• An integral part of my role as Director for Growth Marketing was Go-To-Market ownership. I was responsible for supporting the operationalization of the business strategy to facilitate and actualize Plug’s business goals.
• This looked like:
• Building a robust digital marketing ecosystem from the ground up including a demand generation engine (using an ABM lens), new digital experience platform, and executing data-driven, omnichannel marketing campaigns.
• Driver of marketing strategy, collaborator across business units to execute focused campaigns on strategic targeted accounts. This included partnering with Sales to drive sales enablement through marketing, sales integration, and automation.
• In 30 days:
• Introduced Digital marketing efforts: first use of tracking, lead gen optimization, analytics, and routing utilizing paid media across all channels.
• Leveraged Press announcements and activities to build awareness, drive engagement and revenue.
• In utilizing the optimization of our most powerful channels: Web traffic and Organic social
• 2X Increase in Annual Symposium Registrants
• 5K new leads sourced from targeted accounts at Fortune 100, 550, 1000 & S&P
• In 6 months:
• +27% increase in sales revenue after 8 months
• +97% increase in page visits and behavioral activities
• +96% increase in Brand awareness
• +447% increase in impressions of brand across digital channels prior to strategy implementation

Jul 2020 – Apr 2024 · 3 yrs 9 mos

• As a leader of the eCMO (emerging CMO) group within Peak, I am a part of a private circle of Best-in-class Marketers accross the globe driven to being the best of the best.
• We work to support and guide them as they advance to the next steps in their career through learnings, community and conversations, namely into a CMO role.
• I support in the imagination and creation of our premium events (virtual or physical) to bring quality topics optimized for learning and upskilling ourselves in our careers, personal brands and community engagement.
• Events include guest thought leaders (Practioners, Authors, VPs, CMOs, CEOs and VCs) who speak on a variety of topics and themes around: Go-to-market, Road to CMO, Balancing budgets, building teams, Failing forward, Leading with compassion, Modern Marketing, Technology Road ahead and so much more.
• What is PEAK? 99% of marketers will never set aside time weekly to learn something new each week.
• Less than 1% of all marketers will have a shot at getting promoted, becoming a CMO, or building a movement.
• The question: What are YOU doing to be part of that 1%?
• Now imagine being part of a peer group that helps you consistently connect, intentionally learn, and professionally grow, to be in a leadership role, and do the best work of your life.
• Because we believe without a community, you are simply a commodity.
• Peak Community is an invite-only community specifically designed for marketers who want to learn and grow consistently, 1% better each week.
• Who should be part of this: Practitioners who want to learn to be a better , land a big promotion, and will commit at least 30 mins each week to ask questions, engage, and learn to make themselves better. In short, the 1%.
• Who should NOT be part of this: Lurkers and if you want to sell, promote your product or yourself, or cannot spend at least 30 mins to engage and grow yourself and the community. In short, the 99%.
• We want to be the most engaged community. Not the largest.

Sep 2019 – Aug 2021 · 1 yr 11 mos · Remote

• Responsible for strategizing, building and driving Degreed's global ABM strategy.
• ABMie winner 2020: Best "OneTeam" Full Funnel
• Conex Expy winner 2020: Best ABM Program
• Success by the numbers:
• 55M in ABM pipe within 6 months of standup
• 3X op size for ABM NN ops created
• 3X engagement pre-> post-ABM roll out
• 700% increase in web traffic for ABM accounts
• Creation of self-serving sales team: "Building an ABX army: How Degreed generated 3.3M in pipe from one campaign" Conex ABM content
• ABM -> ABX rollout within 14 months of hire -> 8 months from strategy standup

Dec 2018 – Nov 2020 · 1 yr 11 mos · Austin, Texas Area

• Consulting Services primarily targeted for Companies looking to kick-off their ABM strategy. Whether you have just begun or are amid implementation and need some guidance from an ABM expert, I am here to guide you in all thing’s ABM.
• I have successfully strategized, built and rolled out 3 ABM programs (references for each available) and have been recognized with a national marketing award for an ABM campaign.
• Additional skills and services available: martech and marketing ops consulting, general marketing strategy build, MQA builds, heatmapping and persona identification, campaign direction, project management (all marketing related projects and initiatives), content and asset build or traffic, website re-fresh (strategic direction).
• Please reach out regarding needs not listed, if it is marketing, chances are I can help! Whether it is strategic thinking or rolling up my sleeves, I am here to guide you with your marketing needs.
• To hear more about my experiences with ABM please take a look at my Planview and SLI experiences above and below and listen to the podcast interviews I’ve been guests on. You find above the #Flipmyfunnel podcast hosted by Sangram Vajre (among the top ten most listened to podcast) and The Revenue Marketing Report by CalibderMind.

Nov 2018 – Sep 2019 · 10 mos · Austin, Texas Area

• Responsible for the creation and rollout of ABX for global customer growth. Leading EMEA and NA teams in all things ABX. My challenge in this role was taking my 3 years’ experience with ABM in new logo and creating the same success with customers (putting a different ABM lens on).
• Successes in first 3 quarters:
• Created an ABM focused customer forum series paired with VIP executive events
• Goals for year: 3 events/400K in pipe
• Actuals 15 events/7M in pipe
• Support strategic accounts with scaled 1:1 effort, AKA micro ABM 1:1 campaign, a highly personalized asset built around a target accounts unique strategy
• Meetings set with targeted contact for 2/2 sent so far
• As a part of an agile focus, we are PI planning on a quarterly basis and working on a scrum team to improve cross-organizational partnership and achieve our customer growth initiative goal of 5M/product specific
• Responsible generating 60M in pipeline, a 40% increase in revenue through expansion of our
• customer base
• Using ICP, customer won data on ideal accounts, intent and deep account research, identified
• target accounts across global
• GEOS, 30 Senior Sales AEs, and 6 ADRs
• Internal education of ABM and best practices
• Onboarding and training of ABM tools to include: Engagio, Playmaker and Demandbase
• Persona heatmap and identification build in SFDC -> Engagio
• Dossier (Account Plan) design and build management for all tier one accounts
• Content development for industries and each buyer based on product line
• ABM MQA and scoring and measurement developed for qualified accounts reaching engagement levels
• Strategized, planned and launched companies first 1: few and 1:1 cross-sell campaigns for customers
• 1: Few and industry specific campaign strategies built and launched
• Responsible for 2019 campaign timeline (to include events and user groups) for all industries and product lines
• Global rollout of the above

Oct 2017 – Nov 2018 · 1 yr 1 mo · Austin, Texas Area

• Responsible for the foundation, build roll out and management of ABM strategy at Planview.
• Research and identification of target market, ICP and critical buying team for new solution segment (Work and Resource Management)
• Built ICP and account tiering scoring model
• Using ICP, customer won data, intent and deep account research, identified 375 target accounts across 3 geos, 15 Senior Sales AEs, and 3 ADRs
• Internal education of ABM and best practices for marketing and sales alignment and buy in
• Martech eval, onboarding and training of ABM tools to include: Engagio, Playmaker and Everstring
• Persona heatmap and identification build in SFDC -> Engagio
• Dossier (Account Plan) design and build management for 75 tier one accounts
• Content development for new solution segment targeting C-levels
• ABM MQA and scoring and measurement developed for qualified accounts
• Strategized, planned and launched companies first 1:1 campaigns.
• The first single campaign resulted in 8 opps, +800K in pipe, three ABMie nominations and 1 win
• for Best 1:1 campaign of the year at the #FlipMyFunnel 2018 conference
• 1: Few and industry specific campaign strategies built and launched
• Using the above, shared and supported in the same process and rollout of ABM in EMEA

Feb 2016 – Oct 2017 · 1 yr 8 mos · San Jose Ca

• ● Supports Director of Global Programs through the creation, implementation & management of all NAM lead gen programs. Program types to include: hybrid of ABM & traditional demand gen, multi-channel, multi-touch competitive, industry specific, customer lifecycle/retention & add on in order to meet & exceed quarterly SAL goals.
• ● Responsible for training & rolling out above programs to Senior Marketing Managers, SD & SDR teams globally to reach & exceed targeted SAL goals in each region.
• ● Lead the implementation of ABM programs worldwide. Built & launched programs in NAM, trained and rolled out for Sales & Marketing teams globally in order to support ABM strategies & hit quarterly goals for both customer acquisition & add on sales.
• ● In support of company wide initiative of ABM strategy, played lead role in implementation, training & roll out of Engagio software & ABM programs. Worked directly with Engagio’s team as key beta customer of Playmaker, a “scaled personalization” tool used to collaborate with Sales for multi-threaded plays including; personalized emails, phone calls, direct mail, LinkedIn connections & handwritten notes.
• ● Supports Director of Marketing Ops with SFDC data integrity & management of lead and customer database. Support to include: lead loading (RingLead), scoring, matching, merging, contact validation, account building (account dossier containing technology used, identification of key contacts, recent engagement via Engagio), tier identification (ICP identification & build), industry segmentation (apparel, home furnishings, automotive, etc. mapping based on SIC codes), persona creation/build & verification (heat mapping) in order to identify key accounts and build highly targeted, highly personalized multi-channel, multi-touch ABM programs.
• ● Other responsibilities: Marketo program builds, SFDC & Marketo plugins, UTM tracking, AdRoll, GA keyword management & tracking, vendor & agencies management, OKR builds & budget management.

Jan 2014 – Feb 2016 · 2 yrs 1 mo

• Responsible for specific marketing channel tactics and translating complex marketing strategies into tactical marketing plans to achieve specific acquisition and retention targets via optimal marketing channels
• Partners with Marketing Engagement & Delivery Leads on the development of specialized project plans and steps to execute marketing plans based on channel tactics including preparing creative briefs, estimating costs, time schedules, resource allocation, and production schedules
• Manages the analysis of results from large and complex marketing initiatives, campaigns, and programs; shares findings with management, Marketing Strategists, team members and other key stakeholders; translates findings into marketing messages that align with audience and line of business objectives
• Works with Senior Managers to actively contribute to internal department initiatives, including updating and creating processes, creative outcomes improvements, documentation, tools, etc.
• Provide functional and problem-solving leadership with creative teams and project partners, including Marketing Engagement & Delivery Leads, Marketing Engagement & Delivery Specialist peers and Marketing Strategists
• Was promoted from junior to senior December, 2014. Promotion to a senior-level position elevated me to execute on all responsibilities independently and work directly with executive staff.

Oct 2013 – Jan 2014 · 3 mos

• Reported to Sr. Manager, Marketing Communications
• Responsible for executing all steps of internal and external communications, including but not limited to newsletters, special requests from executive leadership, and online updates, that drove membership growth and ensured that all communications maintained the BSC brand requirements and guidelines
• Participated in the development and coordination of communications plans and programs for product and services promotion in support of marketing objectives and business needs and to advance information and understanding of BSC activities
• Worked to complete assigned projects through all stages (research, design, writing, proofreading, review, printing, mailing and archival) to ensure product was produced in a timely, accurate, and effective manner
• Partnered with external affairs/corporate communications to execute sustainable messages to promote and manage BSC reputation on issues that have an affect on BSC brand position and reputation

Feb 2012 – Oct 2013 · 1 yr 8 mos · Fremont, California

• Effectively create, build and market material for all company’s markets and partners (Education, SMB and Surveillance)
• Work closely with coders and web designers to create and implement new visual content for company website (SEO included), sales materials, newsletters, blogs, social media marketing, print and online advertisements and product promotions
• Research and analyze market in order to successfully create and drive marketing campaigns (B2B and B2C)
• Key role player in product launches from idea creation to successful market penetration (including ROI tracking and budget accountability)
• Collaborate with management and marketing colleagues to create and deliver marketing communications and sales material within established project timeframes
• Data collection, case studies and pilot programs
• Build and promote partner loyalty programs

Mar 2010 – Feb 2012 · 1 yr 11 mos · Gilroy, Ca

• Success with re-branding entire proprietary product line, website and effective in saturation of markets with re-brands
• Managed a team of 11 during re-design of company website; was responsible for all back-end data being modified and crossed over to new web design (SEO included)
• Other primary job duties included: product research, product evaluation, web content management, catalog production and maintaining key vendor relations
• Semi-annual catalog publications and routings
• Launched social media campaign and company blog while functioning as an admin/social media manager for social media efforts
• Created and manipulated new vendor accounts, new product numbers, pricing, S/A and HPC codes

Jun 2008 – Aug 2009 · 1 yr 2 mos · Fresno, California Area

• As assistant to the executive director it was my job to plan and promote annual events Such as "Rumble to the Summit" and oversee wish donations
• This also included vendor agreements, finance reports and donation promotion
• While interning I successfully raised $17,000 for children's wishes and planned and executed the annual "Rubmle to the Summit"