Resume

Responsibilities

• —Owned strategy, budget, and performance for the full revenue marketing function — demand generation, paid media, lifecycle/retention, brand, and digital — reporting into the executive team and Board.
• —Ran go-to-market across B2B enterprise and B2C/self-serve product lines, spanning subscription and one-time/transactional purchase paths.
• —Player-coach: directly managed and coached specialists across design, paid media, and demand generation while continuing hands-on campaign execution.
• —Maintained attribution and data integrity across demand generation, email (HubSpot & Klaviyo), paid, and organic — keeping pipeline, source, and ROI numbers accurate for leadership.
• —Administered core marketing technology infrastructure, including HubSpot configuration, transactional email systems, and platform integrations.
• —Led company-wide cash sales modeling and forecasting for $10M+ in annual revenue, used directly by the CFO, Board, and debt holders.
• —Represented Marketing in financial and legal diligence: authored content for a Confidential Information Memorandum (CIM) and built forecasts for a company sale, presenting to PE funds and strategic acquirers.
• —Served as Marketing’s primary point of contact with Product and Engineering on all releases, coordinating launches across Sales, Account Management, and Customer Support.
• —Directed the trade show and field event strategy, evolving targeting and ROI reporting as the program scaled.
• —Directed AI adoption across the function, embedding AI tools into campaign production, content output, and performance analysis to scale output without adding headcount.

Notable achievements

• ✓Directed a company-wide brand rebrand rollout from the ground up across web, email, advertising, social, partner portals, and internal systems.
• ✓Named to a 3-person leadership team guiding the organization through asset transfer to new ownership in late 2025, leading employee, customer, and partner communications.
• ✓Drove an 18% YoY increase in marketing ROI by defining CAC, LTV, and ROI benchmarks and building the attribution models and reporting cadence behind them.
• ✓Conceived and launched a new product bundle built on existing tooling, generating $200K+ in net-new revenue.
• ✓Organically built an SMS subscriber list of 2,000+ in under nine months with zero paid acquisition, sustaining $200+ in attributable revenue per subscriber.
• ✓Two-time recipient, Inman Marketing All-Stars Award (2025 and 2026), for marketing innovation and leadership.

Responsibilities

• —Designed and executed company-wide financial and pipeline forecasting frameworks used to plan revenue targets across the business.
• —Held accountable for meeting cash sales targets.
• —Ran a monthly promotional email schedule — designing, building, and executing 30+ campaigns per month across multiple customer segments.
• —Evaluated, selected, and managed the full MarTech and lifecycle stack — ESP, CRM, lifecycle automation, and in-app engagement — including a Marketo-to-HubSpot migration that netted $40K+ in annual savings with clearer attribution.
• —Established Marketing as the primary liaison with Product and Engineering, building GTM plans, in-app guide strategies (Pendo & Appcues), and sales enablement.

Notable achievements

• ✓Architected and directly managed a custom Klaviyo API integration with Engineering from the ground up, powering the full B2C email and SMS lifecycle program.
• ✓Achieved 95% forecast accuracy on a company-wide financial framework for an $8–10M product line.
• ✓Consolidated up to seven fragmented properties across four CMS platforms into one environment — driving a 51% increase in organic traffic and 200%+ increase in inbound MQLs within 90 days.
• ✓Expanded the qualified contact database by 50,000+ records and reduced engineering involvement in campaign ops by 95%, collapsing a 2–3 day production cycle to under two hours.
• ✓Scoped and led a CEO-commissioned product market fit analysis from scratch; shipped 65%+ of recommendations, generating $400K+ and $120K+ in incremental revenue from two initiatives within 12 months.

Responsibilities

• —Owned demand generation and pipeline targets across paid, inbound, email, and event channels — for both a B2B enterprise pipeline and a $5–6M self-serve/eCommerce line.
• —Directed a paid media agency partnership end-to-end, holding it to pipeline and conversion targets, then transitioned the function in-house when the model stopped returning clean signal.
• —Owned the trade show and field event program end-to-end, including a stretch of 15 events across 15 cities in six weeks — managing logistics and scaling from solo execution to leading on-site staff.
• —Built lead capture and routing workflows across every event and channel, tying spend to pipeline with same-day MQL handoff to sales.
• —Owned acquisition and engagement for the self-serve line, using in-app behavior to trigger targeted guides, email, and SMS.

Notable achievements

• ✓Contributed $1.88M in marketing-sourced ARR in 2022 and originated 45% of all enterprise deals closed in 2023.
• ✓Drove $725K in enterprise deal revenue within six months by streamlining lead operations in Marketo, doubling enterprise MQLs in two months.
• ✓Successfully launched a Digital Out-of-Home product offering.

Responsibilities

• —Owned the lifecycle motion for all products, designing engagement programs aimed at both day-to-day end-user product usage and B2B decision-makers.
• —Led structured analysis of retention and expansion drivers across the full enterprise customer portfolio, using in-app behavioral signals (logins, in-product spend, campaign extension) alongside CRM and NPS data.
• —Partnered with the VP of Customer Experience to translate engagement data into an ideal customer lifecycle model for marketing touchpoints from onboarding through renewal.
• —Built go-to-market infrastructure from the ground up to support expansion into three new market segments — Mortgage, Wealth Management, and ISV partnerships — designing outreach systems, lead operations, ICP targeting, and SDR/AE enablement (including standing up Outreach.io).

Notable achievements

• ✓Scaled the go-to-market organization from 3 Account Executives and a handful of outsourced SDRs to 20+ AEs and 30+ SDRs within three months.
• ✓Achieved 90%+ enterprise ARR retention by isolating the top 3–5 predictors of renewal and building a lifecycle model around them.

Responsibilities

• —Served as growth marketing consultant for major SMB and B2B accounts, developing and executing full-funnel demand generation strategies tied to pipeline and revenue outcomes.
• —Owned SEO strategy end-to-end for client accounts, including keyword research, metadata, and content development programs.
• —Led a product-market fit and trial sales motion testing expansion of an automotive-specific service line into new verticals (dental and medical), conducting original market research and client engagements to validate demand before committing budget.
• —Built onboarding and mentorship programs to accelerate early-career development across the team.

Notable achievements

• ✓Drove a 25% increase in organic traffic and 70% increase in MQLs for an automotive SaaS client within the first 12 months of account ownership.

Responsibilities

• —Managed PPC, SEO, CRO, and growth marketing strategy across a portfolio of SMB and consumer client accounts, focused on lead generation at strong ROI through a data-driven approach.
• —Expanded client partnerships through upsells and referrals.

Notable achievements

• ✓Generated $100K+ in revenue through client upsells and referrals.
• ✓Delivered a 191% increase in MQLs for a Wilmington, NC surgical group.
• ✓Achieved a 74% YoY increase in eCommerce revenue and 104% YoY increase in organic traffic within 90 days for an athletic apparel retailer.
• ✓Supported a Raleigh-area housing nonprofit pro bono, driving a 110% increase in organic traffic and 137% increase in online donations.

Responsibilities

• —Managed project timelines and deliverable tracking across a portfolio of digital marketing accounts, keeping Account Supervisors and clients informed at every stage.
• —Supported development of digital marketing plans, translating strategy into detailed execution plans across paid search, SEO, and web analytics programs.
• —Owned client-facing communications day-to-day, including meeting agendas, recap notes, and ongoing project updates.

Responsibilities

• —Client-facing sales and styling role for Trunk Club, Nordstrom’s virtual styling service, building and maintaining a book of business through personalized style consultation and product curation.
• —Built a relationship-driven client retention practice through consistent, personalized service.