United States
Shareholder. Sequoia-backed 🥊 7/24. Scale Up. SaaS Unicorn 🦄 10+ yrs in B2B SaaS Marketing. Avid intrapreneur. Tech Enthusiast. Underdog. Change-Maker. Culture Evangelist. Cirque du Soleil Fan. Heading the B2B Marketing function in 24 countries including Japan, UK, Australia, Korea, and Singapore across 15+ industries for Insider — a Sequoia-backed AI-powered Multi-Channel Customer Experience/Personalization Platform, helping digital marketers drive growth across the funnel. We help Top 1200+ global enterprise brands including MAC, GAP, Samsung, New Balance, Virgin, Carrefour, McDonald’s, Toyota, CNN, and Singapore Airlines grow. Managing a team of 30 Marketers around the globe to help them create their life's work. We are all here to play bigger, reinvent B2B marketing channels, and create new categories. As the Head of Marketing & CMO, my top responsibilities include: - Marketing Strategy (Localization for 24 countries) - Content Marketing - Product Marketing - Customer Marketing - Event Marketing (running leadership, community, thought leadership, product, agency, social responsibility events & more) - Talent Marketing - Digital Marketing & Social Media - Public Relations - Insider Marketing University Previous experience included B2B tech marketing for one of Canada’s most innovative market research technology companies (Deloitte Technology Fast 50™), targeting consumer insight professionals from the world’s top brands (FMCGs, Tech, M&E, Finance, Health etc.) and establishing B2B marketing teams from the bottom up for tech startups. Graduated (top 5% of major) from McGill University with Great Distinction. Romantic. Underdog. Resolute. Curious Learner. Results-Driven. Creative Horsepower. Detail Freak. Unicorn. Top books that inspire me: Play Bigger, The Spark & Zag.
A Sequoia-backed B2B SaaS company, named Leader by Forrester, Gartner, IDC and G2. Insider is an AI-powered multi-channel experience management platform that helps digital marketers drive growth across the funnel. Holding voting interest for critical business decisions. As a partner, I share Insider’s ethos and vision, and actively participate in their long-term mission, helping the company scale its business plan and culture. Managing 360 B2B Tech Marketing Operation for Insider across 20 countries including Japan, UK, Australia, Korea, Singapore and more across Asia and Europe. Managing a team of 23 Marketers around the globe. Audience: Over 15 industries including eCommerce, travel, media/publishing and more; top 1200+ global enterprise brands including Samsung, GAP, MAC, Puma, New Balance, Virgin, McDonald’s, CNN, Singapore Airlines, and Toyota. Responsibilities include: - Marketing Strategy for 20 countries - Content Marketing - Product Marketing (3 launches per quarter) - Event Marketing (running educational, product, vertical, agency & social responsibility events; organizing 12-18 events/month) - Talent Marketing - Digital Marketing - Public Relations - Investor & Analyst Relations - Insider Marketing University - Digital Growth Academy — Insider, the first integrated Growth Management Platform (GMP) helps digital marketers drive growth across the funnel, from Acquisition to Activation, Retention and Revenue. Leveraging real-time predictive segmentation powered by deep Artificial Intelligence and Machine Learning capabilities, Growth Management Platform empowers marketers to deliver personalized journeys across web, mobile web, mobile apps and ad channels. Built on a unified data layer, GMP is easy to implement and simple to use, avoiding the need for complex integrations and dependency on IT teams. Insider simplifies the life of digital marketers and helps them drive growth for their brands, with zero marketing waste.
Leadership & Management • Established the marketing team from the bottom-up; created the initial marketing budget and strategy for the company; recruited & managed a team of five specialists; third party service providers/agencies; planned and executed all B2B digital marketing activities and campaigns successfully, on time and budget. Content Marketing • Created B2B marketing collateral working in collaboration with the design team, including website content, e-mail campaigns, digital advertisements, blog articles, videos, press releases, social media etc. Blog & Social Media • Created the company’s blog; published blog articles regularly; received praise from IBM for the article placed on the IBM Commerce Blog. • Managed social media channels successfully; conducted lead-gen activities with followers; supported recruitment marketing programs; grew the follower base steadily. Co-marketing & Partner Relations • Built strong relationships with partners and resellers; planned co-marketing activities and executed them successfully. i.e. IBM Webinar with the Mobile First Team, e-blast campaign with NopCommerce, co-marketing with PrestaShop. E-mail Marketing • Established the e-mail marketing function; designed and ran rotational e-mail programs for target audiences to accelerate lead generation, targeting e-commerce businesses in the US and Europe; conducted A/B testing and altered content and strategy accordingly. Paid Advertising Campaign Management • Planned and executed paid advertising campaigns via Google AdWords and social media channels; analyzed results in real-time and changed strategy; managed agency relationships successfully. Internal Communications • Created monthly newsletters for internal clients and partners; communicated new projects and hyped internal motivation around supporting marketing initiatives. Other Responsibilities: Marketing Analytics; SEO & SEM, Paid Advertising; Events & Awards, Public Relations
CAMPAIGN MANAGEMENT & DEMAND GENERATION • Designed and executed several multi-touch online and email marketing campaigns hitting unprecedented success goals in lead generation and pipeline revenue. • Designed and led company’s initial content marketing campaigns including the most attended webinar in Vision Critical’s history. CONTENT DEVELOPMENT & MANAGEMENT • Supported the creation of Vision Critical University, an industry leading thought leadership initiative focused on educating insight and marketing professionals. WEBSITE REDESIGN, SOCIAL MEDIA & WEBINARS • Supported & executed multiple website design initiatives: strategy, wireframes, UX testing, mapping, taxonomy, QA etc. • Contributed to the development of company's initial social media strategy, increasing referrals from social media by 75% within one quarter of re-launch. • Supported new webinar program fully, including design, promotion and reporting. Personally ran 10+ webinars, one of which was the most attended webinar in the company’s history. MARKET INTELLIGENCE, REPORTING & ANALYTICS • Conducted competitive analyses and presented recommendations to facilitate strategic decisions on branding, website design, blog, social media, content development and events. • Created campaign & website analytics reports, identified trends, recommended changes in strategy. TRAINING • Re-structured AtTask and trained 20+ colleagues resulting in increased efficiencies in project management.
Supported the design and creation of Vision Critical University, a central hub for learning resources targeted towards staff, clients, partners and those who are in Market Research and related industries. • Co-managed the VCU website from initiation to completion. • Conducted competitive analyses and presented recommendations to facilitate strategic decisions on university design, website development, UX design, branding and blog strategy. • Pioneered the VCU blog and recruited over 35 active bloggers, leading to 400% increase in 12 months. • Managed a company-wide content audit to identify existing educational content; performed 20+ qualitative interviews with senior-level executives, coded and analyzed results and identified gaps. • Developed and curated thought leadership content to create a library of learning resources including the first public library for product feature videos (storyboarding, editing video & voiceover). • Created website analytics reports, identified trends, recommended changes in strategy. • Facilitated ideation discussions with 30+ market researchers and received praise from SVPs. • Trained 6 colleagues around the global offices on: Webex, webinar processes, Marketo landing pages, WordPress, Wistia and Camtasia. Created training videos and documentation.
Established the Marketing department from the bottom-up, created the marketing strategy and defined the marketing budget for the company; planned and executed all functions of Marketing on time and on budget BRANDING • Created the brand identity for a new enterprise social network product; designed & ran workshops, managed the entire branding process from domain auctions to brand registry and from logo design to persona creation, messaging, and content creation; conducted competitor and pricing research PRODUCT MARKETING & BUSINESS DEVELOPMENT • Planned and executed the internal and beta product launches of the new SaaS product, successfully • Supported the development of product strategy for the new product (i.e. Product Canvas etc.) • Ran an engagement program for the new SaaS product; ran e-mail marketing campaigns, reached out to prospects and arranged face-to-face meetings to present and demo the new product • Supported the UX design process, attended workshops with the agency, interviewed users and encouraged feedback CONTENT DEVELOPMENT & MANAGEMENT • Created a new corporate website and a CMS (wireframes, mockups, mapping, SEO etc.); provided content templates and coordinated the new content creation process; managed the QA process • Created the new product website and new marketing collateral in line with business needs. SOCIAL MEDIA & PUBLIC RELATIONS • Established the social media strategy for the company, managed daily social media activities and advertising; analyzed results, presented monthly reports and changed strategy accordingly • Managed media and PR activities and built relationships: TV programs (i.e. Bloomberg HT), magazine (i.e. BT Haber, Defence Turkey etc.), interviews, press releases etc. EVENT MANAGEMENT • Managed industry events and sponsorship; organized social events and significantly increased motivation and brand awareness; received “the most energetic team” award in the Dragon Boat Festival and Bowling Tournament.
Established transparent communication channels to drive global employee awareness and to develop the company's corporate culture through interactive, engaging and creative communication tools. • Designed and executed internal product launch campaigns, direct mail campaigns and internal re-branding initiatives, and delivered projects successfully on time and to budget.