Mar 2021 – Feb 2023 · 1 yr 11 mos · Palo Alto, California, United States

• Mighty Networks is a Series B company with $50M in funding. Mighty is where creators, entrepreneurs, and brands build their own digital communities, courses, and memberships. I joined at Series A.
• I owned the demand generation strategy for Mighty Network's enterprise-level plan, a $30,000 ACV product.
• Owned quarterly pipeline number including reporting, building CRM processes for SDRs and AEs, and attribution analytics.
• Delivered segmentation, positioning, and targeting strategies which we used in website redesigns, ad campaigns, and sales enablement content.
• Helped to deliver high-value organic and paid traffic which kept our lead-to-opportunity conversion rate at 30%.

Jan 2019 – Mar 2021 · 2 yrs 2 mos

• I was at Hootsuite as we grew from $70M ARR to $240M ARR, a fun, wonderful journey.
• I was Head of Content at Hootsuite, responsible for our global content strategy. I managed a team of seven copywriters, editors, and managers. I built global content strategies and worked across our 100+ person marketing org to launch world-class content and integrated GTM campaigns.
• My team was the strategy engine for our 30-person brand team, working in partnership with our video team, social media team, PR team, and event teams.
• My role included:
• Delivering global integrated campaigns that brought millions of dollars in sourced pipeline.
• Leading a team of copywriters, editors, and content strategists, as well as managing external contractors and vendors.
• Creating B2B thought-leadership campaigns that hit revenue, brand, and customer targets.
• Working across product, growth, and regional marketing teams to deliver brand strategy, customer research, and GTM messaging.
• Delivering advanced customer insights including 10,000-person surveys and relentless research of emerging digital behaviors and industry trends.

Jul 2017 – Jan 2019 · 1 yr 6 mos

• At Hootsuite, I managed four intermediate and lead copywriters.
• Analyzed industry trends and build thought leadership narratives for our global sales team.
• Developed inbound strategies that generated traffic, email subscriptions, and sourced pipeline.
• Created content for a variety of audiences and formats from editorial content to email nurture campaigns to executive talk tracks and global webinars.
• Built inbound lead generation programs based on SEO and social data.
• Conducted content and competitor audits to inform our global strategy.
• KEY PROJECTS AT HOOTSUITE
• Thought Leadership Content—Led research and developed the thought leadership narrative for our global Social Trends campaign. It was the most successful content campaign in our company history with 45K webinar registrants, 25K email leads, and millions in sourced pipeline.
• Conversion Testing and Optimization—Completed a stretch program with our Growth Optimization Team. My duties include gathering conversion optimization data from Google Analytics, running customer surveys, creating A/B tests, and looking for ways to drive more revenue from our web properties.
• Inbound strategy—Led the research and planning for Hootsuite's global inbound strategy. This was a cross-team strategy effort that included competitor audits, analysis of search and social data, and collaborative strategy workshops.
• Forrester Wave GTM Content Strategy—Led content strategy for our global GTM campaign after Hootsuite was named a leader in the Forrester Wave: Social Media Management Solutions. This involved messaging, writing web pages, social videos, and social advertising.

Feb 2015 – Jul 2017 · 2 yrs 5 mos

• At Hootsuite, I worked closely with our product marketing and sales enablement teams to build the credibility of Hootsuite's enterprise SaaS solution and generate leads from Fortune 1000 organizations.
• Worked with multiple teams and departments to develop campaign messaging and concepts for global product launches.
• Developed creative strategy for paid user acquisition campaigns on Facebook, Instagram, LinkedIn, and Twitter.
• Developed value propositions and headlines for A/B testing for the homepage.
• Developed and execute B2B lead generation and inbound content strategy.
• Created sales enablement content for our enterprise sales team (infosheets, white papers, guides).
• Drove leads and sales from gated assets, content upgrades, and nurture sequences.
• Grew demand for our enterprise solution with thought-leadership content including creating webinar decks, leading research projects, and blog content.

Jul 2014 – Feb 2015 · 7 mos

• I joined Hootsuite as a copywriter on the enterprise marketing team. My focus was driving B2B leads from Fortune 1000 organizations through content marketing. This involved long-form content, email campaigns, landing pages, and helping with content strategy to reach new verticals.

Jun 2012 – Jul 2014 · 2 yrs 1 mo · Victoria

• One Net Marketing focuses on tech and SaaS brands. Key clients I worked on included Google Wildfire, Google DoubleClick, AppLovin, Thomson Reuters, eBillity (a top performing app in the Intuit marketplace), and Wealthfront.
• Conversion Optimization Strategy
• I led the conversion optimization efforts for two years for eBillity, one of the most popular business apps in the Intuit App Directory. The goal was to boost conversions from free trials to paid subscriptions. My role included developing onboarding flows, A/B testing, analytics, user surveys, and cohort analysis to identify cancellation trends.
• B2B Video Campaigns
• I was the lead copywriter for the agency's B2B lead generation services including video campaigns, landing pages, and content marketing. Key accounts I worked on included Google Wildfire, Google DoubleClick, AppLovin (mobile advertising company), Thomson Reuters, and Wealthfront.
• Business Development
• I co-wrote the business case that won one of our major clients a competitive bid with Thomson Reuters, one of the world's largest digital media brands. This led to the development of a new legal billing product called Time and Billing, sold by Thomson Reuters' sales team. We helped our client launch the product at Thomson Reuters' annual sales conference in Las Vegas.