Jun 2024 – Dec 2025 · 1 yr 6 mos · Greater Seattle Area · Remote

• ➡ Revitalized marketing org with AI-driven experimentation, rebuilding full-funnel from awareness to retention to drive significant pipeline growth.
• ➡ Rebuilt ICP based inbound engine generating $22M+ in 2024, first fully inbound revenue year.
• ➡ Launched Clay.ai-powered GTM model, scaling outbound volume and shortening sales cycles.
• ➡ Doubled SEO traffic and captured high-intent zero-click searches, increasing inbound leads without extra spend.
• ➡ Achieved first profitable marketing model, realigning spend to high-performing channels and optimizing campaigns via predictive analytics.
• ➡ Reduced CAC by 32% through optimized channel mix, audience testing, and strategic messaging.

Dec 2022 – Jun 2024 · 1 yr 6 mos · United States · Remote

• ➡ Led global Web, Content, Paid Media, Demand Gen, and Marketing Ops teams, delivering $60M+ bookings and $300M+ qualified pipeline.
• ➡ Cut marketing spend by 22% while boosting MQL-to-pipeline conversion and revenue velocity.
• ➡ Reduced team size by 40% without productivity loss by redesigning operating models and driving cross-functional accountability.
• ➡ Relaunched Diligent.com in 3 months, doubling conversions and quadrupling technical SEO scores.
• ➡ Redesigned demand generation framework, increasing marketing-sourced revenue and improving conversion predictability.
• ➡ Restructured org into agile pods, accelerating decision-making and campaign throughput.

Oct 2022 – Dec 2022 · 2 mos · Palo Alto, California, United States · Remote

• ➡ Directed global marketing across PR, Demand Gen, Marketing Ops, and Digital, driving cross-portfolio revenue lift for Navan Liquid (Formerly TripActions)
• ➡ Launched Navan Expense Management in UK, capturing market share and establishing brand credibility.
• ➡ Implemented product-led growth motion for travel platform, boosting self-serve customer acquisition within six months.
• ➡ Reduced marketing spend by 15% while scaling impact through automated campaign orchestration and tighter attribution.
• ➡ Achieved 30% YoY bookings increase via unified growth marketing and data-driven experimentation.

Feb 2020 – Dec 2021 · 1 yr 10 mos · Greater Seattle Area

Apr 2018 – Jan 2022 · 3 yrs 9 mos · Seattle, Washington, United States · On-site

• ➡ Oversaw all paid and offline acquisition channels, managing $23M budget and maximizing qualified pipeline.
• ➡ Increased bookings by 30% YoY and improved lead-to-opportunity conversion by 27% through precise channel optimization and advanced attribution.
• ➡ Led account-based marketing transformation, accelerating enterprise deal velocity and multi-product adoption.
• ➡ Managed $20.5M campaign portfolio, delivering record ROI and double-digit pipeline-to-booking improvements.
• ➡ Directed cross-functional teams on omnichannel campaigns supporting $48M+ annual bookings and unified GTM execution.

May 2017 – Oct 2018 · 1 yr 5 mos · Greater Seattle Area · On-site

• ➡ Directed global omnichannel campaigns, driving revenue growth and positioning brand as category leader.
• ➡ Cut CPL by 80% via revamped digital acquisition, optimized audience targeting, and bidding strategies.
• ➡ Boosted branded keyword rankings 194% and non-branded 83%, accelerating inbound opportunities.
• ➡ Increased web traffic 22.5% and doubled suspect-to-MQL conversions through full website redesign.
• ➡ Developed first formal marketing ops framework with lead scoring, data governance, and team-wide demand gen training.

Jun 2015 – May 2017 · 1 yr 11 mos · Greater Seattle Area · Remote

• ➡ Transformed client marketing functions into revenue drivers via demand gen, digital campaigns, and analytics.
• ➡ Designed enterprise email programs for HBO, increasing engagement, conversion, and ROI within six months.
• ➡ Led Eloqua-to-Salesforce integrations, unifying CRM and marketing automation for faster sales handoff.
• ➡ Advised global clients on marketing ops frameworks, enabling scalable campaign execution and revenue-focused marketing.

Jan 2014 – Jun 2015 · 1 yr 5 mos

• Responsibilities include:
• Marketing automation infrastructure (Eloqua)
• Marketing campaign development & execution
• Personalization
• Email Marketing and Database Segmentation
• Data Integrity Processes
• Automated Data Integrity Programs (Eloqua/SFDC)
• Demand Generation/Lead Generation
• Measurement and reporting
• Process design and documentation
• CRM system integration (MS Dynamics/SFDC)

Apr 2013 – Jan 2014 · 9 mos · Greater seattle area

• Responsibilities include:
• Led online development team of of www.redlion.net (Live at new.redlion.net)
• Marketing automation infrastructure (Marketo)
• Marketing campaign development & execution
• Email Marketing and Database Segmentation
• Demand Generation/Lead Generation
• SEO/SEM
• Vendor Management
• Measurement and reporting

May 2012 – Mar 2013 · 10 mos · Greater Seattle Area

• Responsible for the integration and use our marketing automation platform and working with our internal stakeholders on marketing strategy and execution.
• Eloqua implementation
• Sales Enablement
• Lead scoring
• Email Strategy/Automation flow
• Analytics

Mar 2008 – May 2012 · 4 yrs 2 mos

• Responsible for the overall development of new initiatives, budgeting and forecasting.
• Developed Client Recognition Program.
• Designed and hand coded email communications (HTML/CSS).
• Coordinated new build of www.psfinc.com increasing visitors by over 35%
• Developed integrated advertising campaign.
• Public Relations
• Manage Social Media strategy/Implementation
• Speaker at industry events

Sep 2007 – Jan 2008 · 4 mos

• Supporting Eddie Bauer Friends loyalty program, participated in website strategy to determine redesign and content updates to the member loyalty website. Developed marketing calendar for all loyalty initiatives, and provided day-to-day contact and support to Eddie Bauer’s Canadian loyalty partner.
• Performed high level competitor research in support of the loyalty program.
• Designed and presented an email gathering strategy to increase email addresses by 25% over previous year.
• Developed creative briefs for email campaign, website copy, photos and content.
• Generated credit cardholder monthly newsletter content and briefs.

Feb 2006 – Aug 2007 · 1 yr 6 mos

• Responsible for the overall marketing strategy and direction of the company. Designed all marketing materials, increasing brand cohesiveness and decreasing costs.
• Designed and implemented Public Relations strategy increasing the number of published articles by 300%.
• Consulted with hotel marketing teams on branding and hotel development to provide a more integrated approach to the marketing of each property.
• Built the company’s intranet, increasing effectiveness of communication between management and staff.
• Designed quarterly websites showcasing the firm’s work (showcase.dawsondesignassociates.com). This website increased web traffic from 5,000 visits to over 15,000 visits monthly.

Sep 2003 – Sep 2005 · 2 yrs

• Provided overall marketing direction for the company, establishing strategies and tactics to achieve targets within established budgets. Heavy involvement with sales strategy and client management. Evaluated, approved and oversaw advertising and design agency vendors.
• Performed qualitative and quantitative research that provided data resulting in strategic changes in the company’s direction.
• Drove strategic changes to the firm’s long and short term planning, introducing a more structured and cost effective planning process.
• Re-branded Orbit Corporate Travel, creating a systematic structure to help the brand evolve.
• Launched a new student travel brand which was implemented in New Zealand Universities.
• Diversified the firm’s business with new revenue streams by creating a new event management company.
• Produced a new email marketing Campaign that improved overall awareness of the company and increased email database by 75%.

Sep 1998 – Sep 2003 · 5 yrs

• Managed day to day operations of large scale cultural and sporting events, including developing e-commerce promotions and sponsorships. Served as a point of contact for clients and event sponsors.
• Maintained numerous websites; created a dynamic user experience with continually updated information.
• Retained event sponsors by proactively developing and adding unexpected sponsor value.
• Clients of note included The New Zealand Business Games, the largest sporting event in New Zealand with over 3,500 competitors (www.businessgames.co.nz) and The Bike Wise Jams, a series of children’s mountain bike events (www.bikewisejams.co.nz).