Portland, Oregon, United States
I help companies, and the people inside them, get unstuck and start growing again. Over 20 years in B2B SaaS, I’ve led marketing at every stage, usually when something isn’t working. No differentiation. Misaligned teams. Growth that has stalled. I step in to create clarity, reset focus, and get the business moving. I’ve repositioned products written off as commodities into differentiated market leaders. Rebuilt teams mid-growth. Built narratives and thought leadership that generate demand instead of chasing it. I put as much weight on people as I do on outcomes. I identify what each person does exceptionally well, then remove what’s getting in the way. People get promoted. Teams start operating as one. Individuals push past ceilings they didn’t realize were self-imposed. I host the Visibility Brief, a podcast on how marketing is actually changing: what brand visibility looks like now, where AI is reshaping strategy, and what it takes to lead a marketing org that stays ahead.
As SVP of Marketing at Yext, I’m leading the shift to position the company as a brand visibility platform. I’ve repositioned our solution around how discovery actually works today, elevated our thought leadership to shape that conversation, and reworked the growth engine to better connect brand, demand, and product.
Strategic leadership - Provide strategic leadership in product marketing, customer marketing, sales enablement, and end-to-end go-to-market planning for a global team that supports 15 innovative martech and CX solutions. Market mastery - Dive deep into industry understanding through extensive market research and customer interviews, shaping product strategy, messaging, positioning, and pricing. GTM - Excel in product launches, orchestrating seamless go-to-market strategies and boosting the adoption of our existing product portfolio. Customer targeting - Adopt a customer-centric approach, crafting ideal customer profiles, personas, and job-to-be-done frameworks, along with compelling pricing packages, collateral, decks, and training resources. Competitive insights - Maintain our competitive edge by overseeing win/loss analysis and a competitive intelligence program, ensuring our strategies remain ahead in the dynamic market.
Market Research and Strategy - Conducted extensive market and customer research, informing our Ideal Customer Profile (ICP), use cases, messaging, pricing, and product roadmap. Resource Enhancement and Market Expansion - Revamped messaging, positioning, pricing, and sales enablement materials, resulting in higher ACV and reduced CAC as we successfully entered new markets. Revenue Growth and User Retention - Achieved a remarkable 115% revenue growth by introducing innovative pricing models, converting transactional users into subscribers, and enhancing user retention. Cross-Functional Collaboration - Skillfully coordinated cross-functional teams, devising comprehensive plans, messaging strategies, and communication plans for disruptive customer migrations. User Experience Optimization - Collaborated closely with diverse teams to optimize our website, free trial sign-up process, and onboarding experience, leading to increased conversion rates and improved user retention.
Led the product marketing strategy and execution for a comprehensive suite of enterprise SaaS solutions, encompassing CRM, customer reference data, compliance data, AI, and video conferencing, with a combined value of $550 million. Spearheaded the successful launch of a video platform in the wake of COVID-19, achieving an exceptional growth rate of over 500% in global market share within just three months. Conducted extensive market research to establish Veeva as a recognized thought leader in the customer reference data and compliance markets and crafted compelling thought leadership assets that resonated with our target audience.
Drove significant growth by scaling the marketing team and streamlining processes, taking charge of demand generation, product marketing, communications, events, PR, and content marketing. Repositioned our suite of products to move upmarket, increasing AOV by 125%. Optimized demand generation efforts and launched an ABM program that generated F500 pipeline opportunities and reduced customer acquisition costs. Transformed our annual user conference into a thought leadership event and increased event attendance by 50% while boosting revenue by 60%. Streamlined our pricing model and introduced packages for full-suite sales simplified decision-making for our customers, further driving upmarket growth. Revamped sales enablement program and content and introduced a self-serve content portal to empower our sales team with the resources they needed to excel.