Sep 2023 – Dec 2024 · 1 yr 3 mos

Nov 2021 – Dec 2023 · 2 yrs 1 mo

• As an Individual Contributor Level 5–equivalent to a Director-level people manager–I led the development and execution of digital marketing strategies across integrated campaigns for Lightstep/ServiceNow Cloud Observability, ITSM, Talent Acquisition, ESG, Impact Revenue Retention, and RiseUp with ServiceNow. I acted as the primary liaison between the digital organization and stakeholders within a 1,000+ member marketing department to define goals, strategize channel deployment, and report insights.
• Directed multiple teams comprising up to 12 PPC, Email, Content Syndication, and Ad Operations specialists in executing integrated digital marketing campaigns, each with budgets exceeding $5 million annually.
• Achieved 400% QoQ increase in unique visitors & 136% progress towards awareness targets for RiseUp demand generation campaign
• Identified over $1 million in cost savings through an annual content syndication channel audit.
• Architected developer marketing Product-Led Growth (PLG) strategy and proposed a sales-assisted motion for SDRs.
• Managed teams across various time zones, ensuring cohesive communication and project alignment.

Jun 2021 – Nov 2021 · 5 mos · Germany, Remote

• Directed B2B demand generation in a new market for SaaS analytics database software company, focused on driving brand awareness in the US via PPC advertising and Account-Based Marketing (ABM), while managing a digital advertising budget of $2 million annually. Led sales enablement efforts with VP and SDRs, managing inbound and outbound campaigns.
• Sales enablement: Accountable for US sales enablement, establishing a feedback loop between sales and marketing, designing effective sales playbooks, scripts, landing pages, lead scoring matrix, and CRM overhaul.
• Paid Media: Oversaw implementation of company's first paid media strategy, demonstrating adept management of the agency responsible for executing paid media campaigns.
• Integrated Campaign Management: Orchestrated an impactful integrated “buy out” campaign to convert customers away from competitors, working in lockstep with Engineering and Product Marketing to refine messaging and establish ICP.
• Digital Marketing Optimization: Worked cross-functionally with Creative Director and Content Marketing teams to establish best practices for creating impactful 1:1 landing pages for ABM and paid media campaigns

Jul 2020 – Mar 2021 · 8 mos

• Developed and implemented a new demand generation strategy for a digital marketing agency during a period of 300% growth. This involved creating targeted funnels for fintech, e-commerce, SaaS, and healthcare sectors. Initiated and oversaw a comprehensive website overhaul to align with new buyer journeys and personas. Utilized data-driven precision in revenue forecasting through financial modeling, encompassing NNACV, TCV, and TAM calculations, enabling accurate KPI definitions.
• Team Leadership: Led a team of 6 SEOs to launch the agency’s first webinar content marketing and influencer programs, resulting in a month-over-month increase in site traffic and a 75% reduction in CPLs.
• Performance at Scale: Generated a 4X ROAS on outbound email prospecting, scaling the program from 0 to 10,000 weekly sends.
• Sales Enablement: Created a comprehensive sales enablement program, including the development of sales personas, empathy maps, phone and email scripts for SDRs, and establishing lead scoring rules.

Jan 2015 – Oct 2019 · 4 yrs 9 mos

• Plan data-driven marketing campaigns for accounts across diverse industries, leading internal/external teams to facilitate creative collateral, campaign implementation & KPI measurement
• CUSTOMER ACQUISITION & RETENTION
• Grew solar startup to $3 Million Revenue/mo in under 1 year via integrated marketing campaign combining SEO, radio, social ads, tradeshow lead gen, direct mail & outside sales
• Implemented omnichannel marketing strategy for eCommerce retailer, triggering 1-to-1 offers based on behavior across website, landing pages, email drip campaigns & paid search and social ads
• Increased eComm retailer’s CLV from $200 to $510 over 3 years via email marketing
• Achieved organic first page Google Search rankings for a Scottsdale salon for 5+ years via on-page SEO, content marketing, email drip & paid social advertising
• DIGITAL MARKETING & PPC MANAGEMENT
• Created evergreen advertising funnels leveraging dynamic data segments in Klaviyo to target high RF leads with personalized offers throughout the customer journey
• Drove 34% of B2C Revenue & 45% of web traffic for eCommerce retailer in 1 year, making Google Search their #1 acquisition channel, maintaining overall ROAS of 3.7X & 13X ROAS on branded terms
• Implemented Conversion Rate Optimization (CRO) best practices to improve an eComm retailer's Google Search quality score by 2 points, increasing traffic by 2K/mo while decreasing spend by $1K/mo
• Raised $902K for 60-day Kickstarter, driving conversions at 7.79X ROAS via Facebook ads
• TRADITIONAL MEDIA BUYING
• Planned radio ad campaigns for accounts in real estate & wealth management, prepping competitive analyses, station demographics, projected spend and estimated ROAS
• Generated $75K worth of opportunity for real estate startup via $8k/mo radio and PPC buy & implemented ROAS measurement using pixels, unique URLs, landing pages & email drip
• Executed all stages of radio ad creative production from writing, to directing and editing

Jun 2013 – Jan 2015 · 1 yr 7 mos

• Won three 2016 Telly Awards for shooting, editing & directing "Esteban: Live At the Musical Instrument Museum", produced for Arizona PBS
• Generated over $10 Million in Revenue in under 1 year via YouTube video & on-page SEO video marketing strategy, increasing average time on investment client's lead generation site from <2 minutes to 8+
• Managed video team of editors, shooters & sound engineers
• Planned & executed all stages of video production from scouting to scripting, shooting, directing & editing

Nov 2011 – Jun 2013 · 1 yr 7 mos

• Developed video content marketing strategy supporting dog & cat hardgood and live pet sales
• Led a team of 4 writers to update the equivalent of 3.5 football fields' worth of retail store environment signage for $200 Million+ remodel
• Scripted and produced over 20 content marketing videos
• Collaborated with CRM team to test & optimize email drip campaigns that increased sales of dog consumable and hard good products, including one that spurred a 400% jump in sales over the previous week
• SEO Optimization & copywriting for PetSmart's online Puppy Center, part of a key initiative to acquire new customers and increase loyalty

Jun 2008 – Sep 2014 · 6 yrs 3 mos · Atlanta, GA / Phoenix, AZ

• Multi-functional marketing consultant specializing in copywriting & video production for clients including Discovery Channel, Rentpath.com, Cox Media Group, Point B Agency, Turner Studios & Splinter Creative

Nov 2006 – Jun 2008 · 1 yr 7 mos · Atlanta, GA

• Executed all stages of video production for Turner's digital property, GameTap.com, creating 300+ content marketing videos
• Won 2008 NATAS Emmy Award for producing a series of daily short form web features at the Tokyo Game Show
• Wrote & produced "The Making of Nights" documentary in partnership with Sega for DVD distribution
• Wrote and produced daily web entertainment show for site with 1,000,000+ subscribers
• Co-created and wrote two animated series
• Created and produced 36 episodes/year of gaming industry interview series
• Directed on-camera talent and 10-member crew in weekly studio shoots
• Budgeted and produced field shoots
• Produced graphics sessions in Smoke, After Effects
• Produced sizzle reels for marketing presentations
• Researched story ideas

Aug 2004 – Nov 2006 · 2 yrs 3 mos · Atlanta, GA

• Supported the creation of over 1000 TV shows, promos & webisodes for TBS, Cartoon Network and Turner's GameTap.com
• Trained on Avid & Final Cut Pro software & edited rough cuts of TV shows before handing them off to editors
• Wrote, produced & edited bi-monthly 30-second tips & tricks segment for GameTap.com
• Served as location scout and production coordinator on field and studio shoots
• Researched and gathered footage from CNN library
• Fastest tape transcriber this side of the Mississippi