San Diego, California, United States
Recognized as one of the top 50 women leaders in Marketing in 2024 and 2025 by Women We Admire. Proven marketing leader with 25 years of B2B and B2C marketing experience in Enterprise Software and Financial Services. Held senior leadership positions in companies with revenue from $50M to $3B+. Experience building marketing teams at start-ups, shepherding through IPO, and scaling to several thousand employees.
Deel crossed $1B in annual revenue in just six years — one of the fastest trajectories in enterprise software history. I led the marketing teams to reposition Deel from an EOR vendor into the world's leading platform for HR and payroll and build a B2B brand that people actually love.
Built and led a diverse team of 100+ people across Community, Events & Field Marketing, Brand, Creative, Editorial & Thought Leadership at Atlassian, an enterprise collaboration software company with $2+ billion in annual revenue. Our mission: to build the next generation of cloud champions, and bring our brand to life through our creative, customer stories, thought leadership content, events and more. Key accomplishments during tenure: - Created an international marketing strategy to double the number of new customers in key markets, over and above organic growth. Plan, which was fully funded by Atlassian’s board, included which markets to invest in, for which products, and at what level. - Developed a new brand architecture to support Atlassian’s growth to $5B and beyond. As part of this new architecture, launched 5 new products and a system for graduating new innovations into products. - In a pandemic year, pivoted all events to digital and exceeded lead gen targets by engaging 100,000 customers around the world and influencing over $160M in bookings. - Increased brand awareness six points among IT decision makers of Atlassian as the leading authority of teamwork through the combination of targeted C-level campaigns, broad awareness across organic/paid social and innovative consumer campaigns.
Managed the Customer Marketing, Community, Channel Marketing and Events Marketing functions at Atlassian, reporting to the CMO. Key accomplishments include: - Led cross-functional team across Support, Product and UX to launch Atlassian’s first online community. Community exceeded expectations with over 2M monthly visitors, making it Atlassian’s biggest driver of organic traffic, with more traffic than Atlassian’s web site and microsites combined. - Nurtured over 400 Community Leaders as volunteer brand advocate, supporting them to: host community events in their local areas, speak at conferences, and answer questions in the online community. - Worked directly with co-founders and co-CEOs to craft keynote narrative for Atlassian’s annual user conference; Narrative includes Atlassian’s vision and the connecting thread to all product keynotes.
Directed online sales strategy, planning and operations for a $3B+ enterprise retail vertical.
Oversaw loyalty and retention campaigns for all U.S. consumers. Designed a second-tier of PayPal’s loyalty program targeting new members and “next best” consumers, increasing transactions per account by 3% and Relational NPS by 20 points for the test population. Attracted and retained high-value consumers as segment owner of PayPal’s top customers, comprised of the top 5% of consumers who delivered 30+% of NA revenue. Managed team to ensure a superior and seamless end-to-end experience for top customers across all products, marketing communications and customer service touch points.
Led marketing for PayPal’s large merchant segment. Crafted high-impact messaging, produced lead generation events, and formulated sales tools to effectively market to PayPal’s large merchant segment. Partnered with multi-million dollar merchants on co-marketing campaigns that resulted in new customers and increased site conversion. Produced a broad portfolio of industry-specific tools and documentation for the large merchant sales team, including pitch decks, video testimonials, merchant case studies, and a sales lift calculator.
Ran all company marketing programs including print and online ads, lead generation campaigns, and web seminars.
Guided a cross-functional team to effectively reach developers—a brand new segment of end users and influencers for the company. Pitched a six-month developer marketing plan to executives and got approval to build the program from the ground up. Established regular communication to the developer audience through newsletters and user groups.
Managed the customer press release pipeline and drafted over 25 press releases and 10 case studies for a customer base spanning Staples, Halliburton, Pratt & Whitney, and Mazda. Established the company’s first Customer Advisory Board to give executives direct customer feedback. Pioneered and managed 12 regional and industry customer user groups.