Jan 2023 – Jun 2025 · 2 yrs 5 mos · Ottawa, Ontario, Canada · Remote

• Led all marketing operations strategy and execution at a global RegTech SaaS company, with a focus on scalable demand generation, MarTech integration, and sales alignment. Key wins include:
• Steered Alessa’s marketing strategy through a complex post-acquisition phase, uniting brand, demand gen, and RevOps under one vision.
• Grew lead generation year over year while reducing cost-per-lead by more than 30%, proving scalability and efficiency could coexist.
• Introduced a programmatic SEO framework (45+ new pages) that restored organic visibility, generating nearly 300K impressions within six months.
• Took control of paid media, doubling ad performance and accelerating SQL velocity across compliance and banking verticals while reducing acquisition costs.
• Built the attribution and reporting systems leadership relied on to evaluate pipeline health, budget allocation, and ROI.
• Experimented boldly with ABM campaigns and creative social strategies, including humor-based posts that boosted follower growth by over 90% month-over-month.
• Partnered closely with the executive team and board to secure resources for CRO and new growth initiatives.

Apr 2021 – Jan 2023 · 1 yr 9 mos · Ottawa, Ontario, Canada · Remote

• Oversaw Alessa’s MarTech stack, aligning HubSpot and Salesforce to cleanly track and automate the entire lead lifecycle.
• Launched multi-channel campaigns (SEO, SEM, paid, webinars, email nurture) that consistently fueled pipeline growth.
• Increased demo conversions by 250%+ through data-driven CRO improvements—ranging from A/B tested forms to on-site UX enhancements.
• Cut spam leads nearly in half and sped up lead response times by automating demo workflows and routing logic.
• Built reporting frameworks that gave sales, marketing, and finance a shared view of performance and pipeline contribution.
• Acted as the connector between teams, ensuring marketing’s campaigns were aligned with sales feedback, product direction, and finance requirements.

Jul 2019 – Apr 2021 · 1 yr 9 mos · Hybrid

• Led digital marketing and web strategy for a B2B financial software company, focusing on inbound pipeline growth, SEO, and marketing automation.
• Increased inbound leads by 25% through targeted SEO and site UX improvements.
• Boosted email click-through rates by 90% by implementing persona-based segmentation and content overhaul.
• Oversaw all CRM/email automation initiatives, aligning marketing content with sales funnel stages.
• Managed cross-functional campaigns, vendor relationships, and internal marketing team performance.

Jan 2019 – Jul 2019 · 6 mos · Hybrid

• Provide insights, trends, and analysis of key performance indicators related to the category using competitive tools such as Act-On, Google Analytics, and Google Adwords.
• Manage various e-tools. SatuitCRM, Sitefinity CMS, and email marketing and social media management by utilizing Act-On marketing software.
• Ensure all marketing content produced directly or by the marketing team (imagery, messaging, language and compliance) is up to date and brand compliant on distribution channels to drive direct channel revenue on Sitefinity CMS and consistent across all channels and client support portals.
• Develop partner business plan including upselling/cross selling of partner products to current customer base and to net-new customers

Jun 2016 – Dec 2018 · 2 yrs 6 mos · Remote

• Collaborated with product owners, system engineers, and developers to define technical user stories and features for online subscription marketing websites.
• Supported Agile Software Development process by working closely with stakeholders and technical delivery team to ensure project success.
• Led discovery process with prospects to understand business issues and develop solutions to resolve them.

Jun 2015 – Jun 2016 · 1 yr · Groton, MA

• Market and present web/digital strategies to diverse audiences, manage multiple projects and maintain schedules.
• Partner with internal and external content managers, editors, designers, developers, to ensure sites meet both client and company’s expectations.
• Demonstrate ability to manage a Web team & process. Provide excellent management and
• leadership to the Web, content and design staff and work collaboratively with staff, management, clients, and IT support.
• Communicate with customers by phone and email to gather content, review completed websites and receive information on necessary revisions they request for their site.
• Responsible for the primary contact with the customer, hand holding them through the fulfillment process and setting appropriate expectations for online presence products.

Jan 2014 – Jun 2015 · 1 yr 5 mos · Chandler, AZ

• Participate in cross-functional teams to execute product development plan.
• Generate products and services from inception to commercialization for customers.
• Redesign company logo and business cards to update and simplify company goals.
• Create and deliver press releases, media relations content, case studies, executive bios, social media content, and speaking proposals.
• Oversee development of advertising, public relations and all marketing communications to meet product objectives.
• Conduct research on new and established markets, forecast changes in the market environment, seek and develop areas of business opportunities.
• Collaborate on team presentations for management and clients.