El Cerrito, California, United States
I’m a full-stack Marketing Director who empowers and inspires my team to collaboratively achieve our shared mission. I’m deeply committed to growth, and I make growth happen by building capacity to understand our audience, anticipate client and consumer needs, add value, and deliver fresh, compelling narratives that drive sales and build relationships between brands and customers. I’ve dedicated my career to mission-driven organizations, where I’ve served as the founder of a data analytics product for educators, helped parents access important information about their children’s development, and launched strategic marketing programs to increase access to resources for social benefit. Let’s connect about education, public benefit corporations, and the clean energy / environmentally responsible sector.
As a Senior Executive Consultant, I lead the charge in shaping and elevating our company’s brand identity and voice while driving internal engagement and communication. My work spans a wide range of strategic and tactical marketing initiatives aimed at fostering a strong, cohesive brand presence and accelerating our growth trajectory. What do I love about this role? The opportunity to collaborate cross-functionally to strengthen our market position and and ensure our diverse clientele experience the KAI difference across all touchpoints.
→ Build, manage, and grow the marketing department for an early stage edtech, resulting in significant growth in marketing funnel over 2 years → Increase marketing qualified leads (MQL) resulting in increased earned revenue → Create email marketing program, with funnel nurture automations → Lead go-to-market campaigns, including the launch of a unique product which generated significantly greater revenue per sale than the company’s flagship product with the same cost of acquisition in the most recent fiscal year and represented a large percentage of unit sales within 2 years of launch. → Develop webinar marketing program, producing 10+ webinars in 2 years with up to 1000+ registrations per event → Collaborate with CRM selection and implementation team, relaunching marketing automation program and building marketing performance analytics dashboards in HubSpot → Improve brand positioning and lead relaunch of company website to pivot from custom HTML website to WordPress CMS; conduct customer research, expand marketing channels to include SEO, and rewrite messaging to reposition the brand from a single-channel customer communications strategy into a cross-channel family engagement provider → Act as brand owner to manage targeted audience growth during expansion of the company’s products, and lead a finessed brand management strategy to communicate value proposition → Manage marketing team of 2 FTE and 5 consulting organizations that provide CMS, SEO, SEM, social media marketing, webinar marketing, graphic design, and writing services
→ Responsible for building and implementing product roadmap following strategic acquisition of ReContext intellectual property (IP) into BrightBytes product portfolio → Owned and managed the ReContext IP product functions within the BrightBytes’ flagship suite → Led market research, such as data analytics on product usage and customer interviews, to develop next phase of flagship product roadmap and reported findings to CEO and CTO; influenced decision-makers on prioritizing next generation product requirements to meet customer demand → Oversaw the implementation of key product enhancements through ongoing coordination with the engineering team; identified and prioritized product malfunctions, improved the user interface and user experience, and developed artifacts for sales and customer success
→ Co-founded and launched edtech start-up to bring to market an innovative data analytics product for educators resulting in acquisition → Developed data analytics tools, built on equity-based analysis of summative assessment data, for educators to gain data-driven leadership skills and professional development → Developed and executed marketing and sales program, sold to public school districts across multiple states → Led product development of the proprietary data dashboard for school administrators → Established strategic 5-year partnership with the North Carolina School Board Association (NCSBA), resulting in strategic networking with the majority of North Carolina district boards → Led project to conduct comparative growth metric analysis and provide comprehensive report for the Illinois Board of Education; resulted in increased product visibility and reach, demonstrated product value to clients, and established ReContext as a subject matter expert. → Negotiated deal to be acquired by BrightBytes
→ Co-authored the 2013 Vermont Clean Energy Summit white paper on state energy saving performance → Marketing consultant for start-up goat meat company, building their first marketing plan to achieve channel expansion → Led market research for the Vermont Group Net Metering Information and Guidelines white paper for the Public Service Board → Conducted a business review of a clean energy installation company, identifying multiple data tracking gaps representing tens of thousands of dollars in potential unclaimed revenues