Cambridge, Massachusetts, United States
Data-driven and creative growth marketer with over a decade of experience developing and executing integrated marketing programs for B2B tech brands. Highly focused, dedicated, passionate and emphatic marketer and manager who leads brand and demand generation and creation programs, aligning with target personas and company goals. History of successfully managing multi-million dollar paid media budgets that generate awareness, increase leads, influence opportunities, and build brand affinity.
Responsible for the marketing activities that drive awareness of Cybereason and capture demand for its products and services; including paid media channels, organic search and Cybereason.com, with a focus on aligning demand generation programs, messaging and budget with the buyer’s journey, and company goals. Highlights include building the Digital Marketing function and programs to focus on database growth and nurture through digital channels, launching Cybereason’s first ABM paid media program, improving website conversion rate, growing inbound-sourced sales qualified pipeline, and increasing web traffic from all channels.
Led Wistia’s digital media strategy, and oversaw the execution of brand and lead generation digital programs to drive interest and demand for Wistia’s products, including its core hosting solution, webcam recorder tool Soapbox, virtual events and Wistia Studios shows. Responsible for management of the media agency, and provided strategic direction on spend, audience segmentation and targeting across all channels. Project lead for Wistia Studio’s first branded content series, Brandwagon, which included the strategy and coordination of promo efforts through paid media, social, content, PR, email and website.
Oversaw the strategy and deployment of an annual multi-million dollar paid media budget, which included radio, TV, print, podcast, streaming radio, email and display advertising for 6+ years. Joined the marketing team pre-IPO, and managed brand and revenue marketing programs designed to raise awareness in the market, increase free trial users and paid subscriptions for its B2C cloud backup product. Helped to transition the business from B2C to B2B small business and mid-market post-IPO through digital media strategy, and customer acquisition and upsell opportunities.
Managed all aspects of media execution including budgeting, campaign setup in third-party ad servers, trafficking of creative tags, optimization of creative and placements, and reallocated funds to improve performance. Developed integrated online channel strategy decks that defined program goals, target audience and competitive landscape for B2B and B2C digital media programs with multi-million dollar budgets. Hands-on keyboard media planner with proficient knowledge of ad servers, digital buying platforms, tag management solutions, and social media platforms.