Mar 2023 – Aug 2024 · 1 yr 5 mos · Ann Arbor, Michigan, United States

• Provided strategic guidance and mentorship to startup founders, helping them refine business models, secure funding, and achieve key product and business milestones.

Jul 2017 – Mar 2023 · 5 yrs 8 mos

• Led team of 50+ marketers responsible for agency, creative, event, education, scaled, product, and content marketing efforts for small to medium businesses globally, spanning 3M+ customers, 100k+ agencies, and 3000+ sales partners. Team accomplishments included the following:
• Drove global YouTube SMB ads product marketing and acquisition programs. Launched Youtube.com/ads across 25+ markets, drove 1.9M UVs, and improved the overall acquisition rate by 32%. Delivered $3.6B in product revenue (+131% YoY) and $56M in acquisitions revenue.
• Accelerated the global SMB App Developers business. Built incentive and scaled communications strategy that delivered $1.1B SMB in product revenue (+194% YoY) and $117M in acquisitions revenue.
• Relaunched the Google Partners program including brand identity, communications strategy, benefit development, incentive campaigns, and certification requirements. Program spanned 100k+ partners across 74 markets and resulted in 98.4% positive/neutral partner sentiment (+531% above benchmarks), 200M ads product adoptions, and 700k+ training certifications.
• Crafted product marketing strategy for 100k + agency partners and app developers globally. Developed value proposition, positioning, and go to market strategy to drive product adoption from 90% of Google Ads customers.
• Achieved global creative consistency across all SMB communication touchpoints. Built SMB Creative team supporting 200+ global marketers. Developed “creative huddles” leveraged by 200+ marketers, guiding 500+ campaigns from brief to launch annually. Program resulted in 92% CSAT and a +15% in marketer creative confidence.
• Reinvented Google’s global event strategy during COVID-19 pandemic. Led global strategy and go-to-market efforts for 2,000+ ads virtual/hybrid events reaching 280K customers across 57 countries annually.

Jan 2011 – Jul 2017 · 6 yrs 6 mos

• Led team of 25 including marketers, analysts, designers, and webmasters to build, promote and grow scaled platforms used to connect with 4M Google customers. Team accomplishments included the following:
• Drove revenue and product adoption through an automated optimization program, HTC, and scaled it across 25+ product opportunities and 35+ countries. Improved AdWords performance for key customers delivering ~25k product adoptions, ~$150M in revenue, and 5 FTEs in time savings.
• Built Ads Marketing’s first CRM, a single solution consolidating 35+ databases and covering 125k+ customers. Leveraged cross-promotion, acquisition, and personalization strategies to increase email opt-ins 35X from 125k to 4.4M+ globally in three years.
• Created platform to deliver Google’s core ads messages to the industry, Think with Google, by integrating 30+ sites into a single, cohesive experience. The site won multiple awards and grew to become one of the industry’s most influential marketing resources reaching 4M+ customers across 18 markets.
• Established strategic relationships with our most important customers by scaling Think events across industries and positioning vertical sales teams as thought leaders.
• Enabled small businesses to get online through the Getting American Businesses Online platform. Launched in eight states and helped over 20k small businesses, generating 200+ positive press stories.
• Educated marketing execs on the new digital buying process in 2011, coining the “Zero Moment of Truth”. Trained sales teams on the narrative and developed an eBook that was downloaded more than half a million times.

Jan 2010 – Jan 2011 · 1 yr

• Led the marketing strategy, research, and events for eight industries
• Promoted from Head of Marketing to Group Product Marketing Manager in November 2009.
• Managed a team of marketers supporting eight verticals, 30+ sales teams, two sales channels, and 500+ clients through industry specific research, events, marketing collateral and sales strategies.
• Led a cross industry team to create innovative marketing plans to amplify the impact of our custom industry research. Developed a standard methodology utilized to scale all custom research; initial roll out led to a 10x increase in reach.
• Chosen to participate in “Stream”, WPP’s gathering of 300 media, creative, and tech leaders from around the world.

Jan 2009 – Jan 2010 · 1 yr

• Developed the marketing strategy, research, and events for the auto, finance, entertainment, and travel industries
• Led a team responsible for developing the strategies, plans, contacts, thought leadership, and field support necessary to grow the Automotive, Finance, Travel, and Media/Entertainment Industry’s digital advertising spend. Marketing efforts supported 20+ sales teams and 300+ clients.
• Managed a multi-million dollar market research plan designed to establish the connection between online activities and off-line sales, the role of search in shaping consumer buying behavior, and the impact of online video on product consideration and purchase. Plan included 20+ custom research analyses.
• Partnered with sales to develop compelling case studies, webinars, collateral and sales strategies across multiple markets and industries. Information utilized in client presentations, at industry conferences, and in internal strategy meetings to define the business case for search, online video, and display advertising.

Jan 2007 – Jan 2009 · 2 yrs

• Drove marketing strategy, research, and events for the auto vertical
• Led a team of individuals in developing the strategies, plans, contacts, thought leadership, and field support necessary to grow the Automotive Industry’s digital advertising spend. Supported six sales teams and 75+ clients.
• Created two global marketing events designed to bring industry thought leaders, senior clients, and agency partners together to discuss marketing challenges. Events attended by 500+ partners controlling $1B+ in digital spend.
• Developed and executed seven custom research studies using click-stream and survey based data to understand automotive consumer’s online behavior. Presented research and industry trends at 100+ senior client level meetings.
• Conceptualized and executed the first global auto webinar at Google; viewed by 2,000+ people from 20+ countries.
• Established an innovative partnership with Polk and Compete, Inc. to create a unique analysis linking online automotive buyer behavior with actual buyer registration data. Resulted in 100+ client meetings and PR coverage.
• Chosen to speak on two major industry panels, JD Power and SEMA. Panels drew 800+ and 200+ people respectively.

Jan 2006 – Jan 2007 · 1 yr · Dearborn, Michigan, United States

• Drove the packaging, pricing, and positioning for new vehicle programs
• Managed the marketing elements of the first Ford Global Product Development System (GPDS) based program. The program was developed on time, achieved all profit targets, and was approved by the Board of Directors.
• Developed a prototype ordering strategy with the Consumer Marketing team designed to identify early marketing launch needs.
• Selected as a member of the Marketing Career Model team tasked to develop a marketing career development path, specifically focusing on the education and training elements.

Jan 2005 – Jan 2006 · 1 yr · Dearborn, Michigan, United States

• Led media planning and communications strategy for Lincoln cars
• Developed the communications plan for the new Mercury Milan and Lincoln Zephyr. Managed a six person agency team and led the development of TV, print, experiential and non-traditional launch campaigns with a $100M+ budget.
• Conceptualized, developed, and launched the Lincoln.com/reachhigher. The site provided consumers exclusive content, live broadcasts of vehicle reveals, and unique images of the 2007 Lincoln line-up. Site received 1.2M unique visitors and generated 30k+ hand raisers.
• Established Corporate Partnerships with American Airlines and House of Blues. Partnerships led to holistic marketing campaigns including direct mail, print, TV, and on-site activation.
• Created the Milan Makes Your Day experiential campaign to engage consumers in unexpected ways designed around their passion points. Campaign delivered 130% of the hand raiser objective and was covered in USA Today, WSJ, New York Times, Detroit News, and brand/trade publications.

Jan 2003 – Jan 2005 · 2 yrs · Dearborn, Michigan, United States

• Led the business and consumer launch for new vehicles
• Hired into Ford's Marketing Leadership Program, an accelerated Marketing Management Program.
• “Outstanding” performer (highest rating) in 2003. Promoted in 2004.
• Analyzed target consumer behavior and spending data to determine passion points; created the Freestyle Ultimate Tailgate Experience National Tour to capitalize on target customer interest in collegiate sports; established corporate partnerships with Coca-Cola, Adidas, and Snickers.

Jan 2002 – Jan 2002 · 0 mo · Cincinnati, Ohio, United States

• Developed new product concepts and communications strategy
• Evaluated new product opportunities in the $13B pet care market. Developed a co-branded product and marketing strategy to leverage the brand equity of PUR Water Filtration Systems and IAMS pet food. Created product packaging and positioning concepts.
• Created analytical tool to evaluate the ROI of $XM in media spending invested in PUR brand promotions. Presented findings and recommendations that shifted merchandising investment strategy.

Jan 1999 – Jan 2001 · 2 yrs · Dearborn, Michigan, United States

• Helped dealerships grow market share and improve profitability
• “Outstanding” performer (highest rating) 1999-2001. Promoted in 1999 and 2000.
• Designed sales forecast model and implemented sales strategy in collaboration with ten dealers to generate 15% increase in dealership profits.

Jan 1998 – Jan 1999 · 1 yr · Dearborn, Michigan, United States

• Partnered with dealers to improve customer service experiences and overall profitability
• Developed marketing and pricing strategy for fifteen dealership Parts and Service Departments that increased sales by 13%.

Jan 1992 – Jan 1996 · 4 yrs · Inkster, Michigan, United States

• Passionate athlete and professional sports fan. Turned my interest in memorabilia into a business, purchasing/selling $700k in sports memorabilia translating to $90k in profits.