Sep 2021 – Oct 2023 · 2 yrs 1 mo

• ● Define the positioning, messaging, buyer personas, and GTM strategy for BlueJeans Events’ virtual event software portfolio.
• ● Lead cross functional teams to enable successful product launches, marketing campaigns, and CX improvements with product managers, engineering, marketing, finance, legal, channel, agencies, and customer support teams.
• ● Influence the product roadmap and sales strategies by performing and communicating deep market analysis, competitive product research, and customer feedback.
• ● Develop key sales tools to drive product adoption in the market, including the launch of a web-based product demo, sales training courses, pitch decks, battle cards, webinars, case studies, and sales collateral.
• ● Identify customer needs and engage key partners to help drive growth throughout each stage of the adoption funnel within each customer segment and defined buyer persona.
• ● Propose, manage, and track performance of GTM and thought leadership campaigns to identify winning strategies that can be scaled efficiently over time.

Feb 2020 – Sep 2021 · 1 yr 7 mos

• ● As a founding employee, established and grew the marketing department from 2014 through its 2020 IPO.
• ● Responsible for GTM strategy in acquisition, partnerships, branding, customer retention, and product marketing serving the subprime credit market, resulting in 4 years of 100% YOY revenue growth.
• ● Oversaw $8 million annual marketing budget, reported directly to CEO, and led the marketing team to drive customer acquisition and product adoption, resulting in $87.7M in revenue in 2020.
• ● Expanded business development opportunities through direct partnerships, strategic cross-marketing, and the launch of an affiliate channel, resulting in 53% YOY channel growth within CAC forecast.
• ● Tested and launched new acquisition channels including TV and streaming audio commercials, paid social (Facebook, Pinterest, Instagram), influencer marketing (TikTok, podcasts) and affiliates.
• ● Consistent record of optimizing performance and marketing creativity, with an emphasis on analytics and motivational teamwork; all driving toward profitable ROI and positive LTV.

Jul 2017 – Feb 2020 · 2 yrs 7 mos

• ● Established the retention and email strategy to drive engagement, repurchase, and loyalty to 800,000 members.
• ● Lowered customer acquisition cost and increased customer LTV through channel mix and optimization.
• ● Increased application submission and purchase rates by 20% by identifying and championing customer experience improvement projects through journey mapping and eliminating customer pain points.
• ● Launched new financing products and platform enhancements in coordination with executive leadership, merchandising, operations, engineering, data science, fraud, legal, and customer service teams.
• ● Responsible for the eCommerce marketing calendar driving an industry-leading 70% customer repurchase rate.

Oct 2014 – Jul 2017 · 2 yrs 9 mos

• ● Led the brand’s GTM strategy and built brand from scratch through market research, competitive analysis, and product development.
• ● Identified customer personas and brand architype using focus groups, customer surveys, third-party data, customer behavior analysis, and website testing.
• ● Managed key accounts and supported sales team in lead generation, Salesforce management, and trade shows.
• ● Published product collateral, corporate communications, fundraising decks, user guides, and website content.

Jan 2013 – Oct 2014 · 1 yr 9 mos

• Influenced over 25% of monthly sales revenue through lead generation, campaign management, digital advertising, Salesforce administration, webinar hosting, and sales presentation design.
• Coordinated 5-10 annual tradeshows including booth design, exhibiting logistics, collateral content design and post-show analysis, which generated a 300% return on investment in 2013.
• Entered 3 new markets after thorough market research, tracking of industry trends and product analysis, gaining 80% of market share within one market.
• Ensured a consistent company brand is maintained through the design and copy of all marketing materials, press releases, user guides and customer notifications
• Managed digital content of email campaigns, online advertising and website design
• Negotiated contracts and manages outside vendors to set timelines, standards, and budget requirements
• Planned the strategic direction necessary to achieve the department goals

Jan 2011 – Jan 2013 · 2 yrs

• Established the marketing department, under the direction of the President, and annually plans the strategic direction necessary to achieve the department goals within an approved budget.
• Improves the brand identity through constant refreshing of collateral, website design, and email communication content
• Writes and maintains formal communication with customers including press releases, email templates, customer notifications, product releases notes, and website content
• Responsible for all web and inbound lead generation
• Supports the Sales and Client Services departments on proposals, service agreements, PowerPoint presentations, and custom branding proposals
• Implemented a social media strategy and updates Facebook, LinkedIn, Google+, and Twitter pages daily
• Proficient in Microsoft Excel for data analysis and market sizing calculations

Jan 2010 – Dec 2010 · 11 mos

• Serviced and cross sold payroll services to an extensive base of small business clients
• Generated leads through cold calling and prospecting in a B2B sales environment
• Consistently exceeded monthly sales quota
• Enhanced partner relationships with 6 Bank of America branches through incentives and mutual referrals

Jan 2009 – Jan 2009 · 0 mo

• Developed a social media strategy which included creating a Facebook corporate page and promoting company events
• Wrote press releases on corporate news and research developments
• Created monthly e-newsletters to generate new business and enhance the corporate brand
• Researched industry trends and updated weekly competitive intelligence reports
• Engaged local companies in cross marketing efforts and sponsorships