Seattle, Washington, United States
I build revenue-aligned customer growth engines inside complex SaaS organizations. Over the past 15+ years, I’ve been repeatedly recruited to design and install customer engagement operating systems, spanning advocacy, lifecycle, evidence, retention, expansion, and events where scale and revenue alignment did not yet exist. I don’t just launch programs. I build durable infrastructure: tools, vendors, talent, operating cadence, reporting frameworks, and cross-functional alignment then tie it directly to bookings, renewal lift, and pipeline velocity. Across startups and Fortune 500 environments (HP, HPE, Google, Expel, Talkdesk, Kenna Security/Cisco, Workspan, Flexera), my work has: -Influenced $25M–$40M+ in annual bookings -Increased renewal revenue influence 33% YoY -Scaled global reference and evidence programs from zero to 200+ advocates -Delivered 15x+ pipeline ROI on reimagined event strategy -Driven 500% YoY growth in peer reviews supporting Gartner and G2 leadership My background began in engineering-driven organizations, where I learned to operate in ambiguity and solve cross-functional problems early. That foundation shaped how I approach customer advocacy today, as a systems problem tied to revenue outcomes, not a content function.
Recruited to architect and operationalize enterprise-wide customer engagement engine across advocacy, evidence, retention, and events — aligned directly to revenue predictability and pipeline ROI. Led and scaled a team of 5 direct reports plus 2 contractors, establishing operating cadence, prioritization frameworks, and execution velocity across programs Influenced upward of $25M in new and renewal bookings by launching formal sales reference program, expanding the referencable customer base from 0 → 200+, and introducing group (AMA-style) reference formats to scale key advocates and support more predictable deal velocity, including post-event AMAs to nurture high-intent leads. Designed and launched a scalable retention campaign in under 30 days, engaging 400+ customer accounts, with over one-third approaching renewal, and producing anonymized, seller-enabled customer use cases to support rapid competitive response. Established a scalable customer evidence engine, delivering 65+ case studies and building a prioritized pipeline of 175+ customer hand-raisers for future stories, videos, and partner proof — aligned to strategic product, regional, and go-to-market gaps. Drove a 500% YoY increase in customer reviews within the first eight months, improving G2 from 3.7 → 4.4 and accelerating Gartner Peer Insights review coverage for two Magic Quadrant evaluations. Repositioned global events from execution-focused to a brand and demand channel, exceeding a 15x pipeline ROI target through 360° event strategies and alternative formats Created The Hidden Cloudverse, a first-of-its-kind experiential storytelling campaign, using AI-enabled creative prototyping to rapidly develop and socialize campaign concepts, narratives, and visual direction, significantly accelerating executive buy-in and enabling launch in under two months, delivering 4x average engagement benchmarks.
Recruited to build and lead team of 4 focused on developing and launching customer programs to drive customer retention, expansion, and net new revenue; influenced 50%+ of total revenue annually. Managed cross-functional VoC retention initiative to align organization on how customers define and measure value. Increased customer engagement by 22% YoY and increased renewal revenue influenced by 33% YoY, grew advocate pool 60% through new campaigns, content, surveys, and events, including inaugural User Group program. Developed and executed a scaled expansion strategy, resulting in 50% higher win rates for opportunities influenced and increased marketing touches on expansion revenue by 12x. Launched new reference formats, including recorded references and “Ask Me Anything” group reference events, improving conversion rates.
Pursued career growth opportunity to lead team and technology to support rapid business growth. Implemented innovative approaches to address reference and customer evidence gaps including recorded references, customer voice stories, research library, awards program, and strategic co-marketing agreements, resulting in 170+ new customer proof point assets. Drove over 1,000+ customer reviews in over six categories and led successful category audit, supporting Gartner MQ and G2 report leadership. Scaled global reference program & launched platform that supported 40+ products and complex partner ecosystem; upwards of $40M ACV net new/expansion revenue influenced per year.
Moved to Workspan to build customer marketing program to support land and expand strategy. Launched account-based customer campaigns resulting in 10+ referrals, 4 enterprise expansion opportunities, and securing several at-risk renewals. Developed over 70 customer story assets including “Value Horizon” decks, videos, program briefs, sales slides, case studies, and blogs.
*Kenna Security was acquired by Cisco in 2021 and is now Cisco Secure.* Recruited to scale customer marketing program. Launched the first customer survey, generating 60+ research case studies and 150+ quotes for sales and marketing use. Authored customer stories, blogs, and case studies, and secured the first 50+ customer reviews on G2 and Gartner Peer Insights. Established a digital customer community, growing to 200+ members and 1200+ “acts of advocacy” in the first six months and led Customer Advisory Board program.