Washington, District of Columbia, United States
Senior Vice President of Marketing with 29 years success in high-tech environments, from start-ups to national brands, in the US and worldwide. Currently in charge of global marketing for IBS Software, a leading global provider of new generation IT solutions to the Airline Industry and other Travel, Transportation and Logistics industries worldwide. • 27 years B2B marketing experience for high-tech companies in the US & internationally • 124 years experience managing successful marketing teams of up to 22 members • Proven track record of providing massive demand generation growth in a short period of time Specialties: Account Based Marketing (ABM), Digital Demand Generation, Online / Digital Marketing, SEO, PPC, SEM, Social Media, Eloqua Master, Marketing Operations, Email Marketing, Website Management, Team Management, TV / Radio / Newspaper / Public Relations Marketing, Technology Companies, Vocational Training, Field Marketing
As the Senior Vice President of Global Marketing at IBS Software, I have led the transformation of marketing from the ground up over the past five years. Starting with a blank slate, I built and scaled a high-performing global marketing team of 13, establishing a strategic function that now drives brand growth, market influence, and revenue impact. Key Achievements: - Built world-class global marketing team influencing $1.3B (90%) of pipeline last 5 years for SaaS travel company selling software to the airline industry worldwide. - Built the Marketing Foundation: Launched the marketing function from scratch, developing core strategies for brand positioning, digital presence, content creation, and global market expansion - Led ABM Strategy: Designed and executed high-impact Account-Based Marketing (ABM) campaigns targeting major global airlines, accelerating deal cycles and enhancing executive-level engagement. - Scaled Global Team: Recruited and developed a diverse team of marketers across demand generation, product marketing, digital, marketing and sales operations and content, fostering a culture of innovation and measurable impact. - Drove Revenue Growth: Collaborated closely with sales and product teams to align go-to-market strategies, directly influencing pipeline growth and contributing to IBS Software’s positioning as a disruptor in the travel SaaS space. - Executive Leadership: Serve as a key member of the leadership team, advising on global market trends, competitive positioning, and strategic growth initiatives. With a focus on data-driven strategies, creative execution, and market insight, I continue to position IBS Software as a leader in transforming travel technology for airlines, hospitality, and logistics worldwide.
As Vice President of Marketing at Rosetta Stone, I led the global marketing strategy for the B2B and Education sectors, managing a team of 22 marketers focused on driving growth, engagement, and brand presence across key markets. Key Achievements: - Increased digital sales over 9 times previous year, achieving $19M digital bookings in 2016. - Increased website conversions by 78% and marketing qualified leads (MQLs) by 72% while reducing cost-per-leads by 78.5%. - Strategic Market Expansion: Developed and executed go-to-market strategies that expanded Rosetta Stone’s presence in corporate and educational sectors, resulting in significant pipeline and revenue growth. - Demand Generation Leadership: Launched targeted, multi-channel campaigns to drive qualified leads, contributing to consistent year-over-year growth in the B2B and education segments. - Team Building & Leadership: Built and managed a high-performing marketing team across demand generation, product marketing, content, digital, and events, fostering a culture of creativity and data-driven results. - Brand Positioning: Refreshed the brand narrative to better resonate with institutional buyers, positioning Rosetta Stone as an innovative leader in language learning solutions. - Executive Alignment: Partnered closely with sales, product, and customer success teams to ensure cohesive market strategies and improve customer retention.
As Director of Demand Generation, I led the strategy and execution of digital marketing initiatives to drive pipeline growth and revenue acceleration. Managing a team of 10 marketers, I focused on data-driven, digital-first strategies to elevate brand visibility and generate high-quality leads. Key Achievements: - Increased lead flow 6-fold via implementation of SEO, search engine marketing, social media, email, marketing automation and lead nurturing. - Digital-First Demand Strategy: Developed and implemented targeted digital campaigns across paid media, SEO, email, and social, significantly increasing inbound lead volume and pipeline contribution. - Optimized Lead Funnel: Introduced advanced lead scoring and nurturing workflows, improving conversion rates and reducing sales cycle timelines. - Performance Marketing Excellence: Launched data-driven ABM campaigns that directly contributed to key enterprise wins and expanded relationships with strategic accounts. - Team Leadership: Built and led a team of demand generation specialists, fostering a culture focused on testing, learning, and optimizing for maximum ROI. - Revenue Impact: Partnered closely with sales to align campaign strategies, resulting in a measurable uplift in lead quality and pipeline velocity.
Strategic director of multi-million dollar paid search (SEM / PPC) marketing budget and leader of in-house, best in class, international digital marketing team and multiple agency and vendor partnerships. Tripled lead acquisition in one quarter via SEM, and Social Media channels whilst increasing ROI by 40% and cost per lead savings of $6 million per annum via A/B testing. Implemented comprehensive closed loop marketing analytics and marketing operations best practices. 2013 Eloqua Markie Award Finalist – Use of Marketing Automation in Platform Integration
Development and execution of SEM, SEO, and Social lead acquisition campaigns, lead nurturing and email campaigns via Eloqua, retention strategy, and digital analytics reporting to board level during and after successful IPO on NYSE. Accounting for 80% of marketing sales, more than tripled acquisitions and reduced lead cost by 120% via executing SEM, retargeting, email, affiliate, and cross-platform social media marketing programs. Performing from concept to completion via collaboration with remote national and international marketing teams, technical staff, PR, sales, executive members, and third party agencies. Owner of online lead generation measurements, set up, reporting and dashboards using Google Analytics, Salesforce, Eloqua etc. Eloqua Markie Award for Marketing Excellence - Winner 2012 - Innovation in Social Media Category As Online Relationship Manager - Netcordia (Purchased by Infoblox) 2009 to 2010 Hands-on responsibility for PPC / SEO / SEM and all digital strategy in a start-up environment including managing relationships with engineering, product management, creative, outside agencies, and marketing operations. Quadrupled leads in 3 months with no increase in marketing budget. Automated lead nurturing and scoring programs using Eloqua platform, increasing program effectiveness by 70%, and reducing closing times by 3 months. Responsible for social media strategy which quadrupled Twitter followers, and increased LinkedIn users, integrating online and offline marketing and sales teams.