San Diego, California, United States
15+ years leading GTM Operations and Demand Generation functions. Spent the last 4 years building and scaling RevOps at Zapier. Now I am Director of GTM Innovation, which is a fancy way of saying I get to figure out how to do AI-powered GTM in practice. I write about what we're shipping, tools, workflows, outcomes. What is surprising, what doesn't work. If you're a GTM leader navigating the AI transition, I'm probably posting about things you're actively thinking about. DM me if you're trying to build something similar and / or want to see what's possible with Zapier.
Built Zapier’s GTM strategy and operations from zero, driving upmarket and 10x’ing ACV in three years. Scaled RevOps into a cross-functional engine covering AI, systems, insights, planning, and enablement. Designed the first ICP/segmentation strategy to drive product-market fit Upmarket, and led AI-led GTM transformation across Marketing, Sales, and CS. Served as the connective tissue between PLG and SLG motions to deliver predictable pipeline and growth.
Built Zapier’s first Marketing Ops function to power scalable demand generation. Launched multi-channel acquisition and nurture programs, integrated the marketing tech stack, and operationalized new motions that unlocked Upmarket and outbound growth.
Led global Marketing Ops and Lifecycle Marketing across both B2B and B2C, driving personalized lifecycle and demand programs across email, SMS, and in-app channels. Owned the marketing tech stack, automation, and performance while partnering with Product and Data to enable advanced targeting, onboarding, and attribution capabilities.
Built the B2B Marketing function from scratch, launching global lead scoring, funnel management, and integrated campaigns. Implemented HubSpot company-wide, developed ABM strategy, and delivered a new SEO-optimized website and content hub supporting U.S. expansion.
Partnered with regional leaders to execute integrated digital and ABM campaigns promoting Oracle Cloud. Built nurture programs that added $10M in incremental pipeline in three months, strengthened SDR conversion, and refined persona-driven messaging for the Cloud portfolio. Promoted from Field Marketing Manager in 2017.
Managed and executed end-to-end B2B marketing campaigns for partner organizations, owning strategy, creative coordination, and multi-channel launch. Oversaw marketing automation and segmentation while collaborating cross-functionally to deliver high-impact, revenue-driving programs.
Full-stack marketer: led integrated digital, content, and event programs supporting pipeline growth across key verticals. Drove lead quality improvements with sales leadership and delivered high-impact webinar, paid, and content campaigns.
Promoted from Events Coordinator in December 2010. Led strategy and execution for global events, including tradeshows, executive symposiums, prospecting dinners, receptions, and user conferences. Managed a $4M events budget while overseeing end-to-end logistics and pre-/post-event marketing to drive demand, brand impact, and sales engagement.