Culver City, California, United States
I am a seasoned professional with 27+ years of marketing management and business development experience in diverse sectors. Recognized for demonstrating a natural aptitude for entrepreneurship, as well as for strategic planning and innovative initiatives, I have a verifiable history of contributing directly to company growth and expansion throughout my career. Professional focal points include marketing strategy, campaign design, business transformation, channel management, and company launch. Delivering superior administration on the latter areas of expertise requires utilization of effective communication and prioritization skills, as well as staff recruitment, resource management, decision making, and critical thinking to support efficiency and maximum returns. Currently, I am the Head of Go-to-Market Strategy with Backblaze. Under my leadership, I spearheaded the creation and establishment of the company’s Growth function as well as instituted the 23-member Growth Team and recruited the top SDR. I also presided over all initiatives regarding user acquisition, search engine optimization, customer journey, funnel optimization, data, and analytics. In addition, I liaise with senior executives, stakeholders, and cross-functional teams to ensure the company’s product support structure is driving the business forward with minimal expenditures. Colleagues describe me as a progressive, driven, down-to-earth, marketing and business expert who can be relied on to offer superior solutions that deliver profitable results on time and under budget. I am pursuing new opportunities and can be reached through this profile, or by phone at: 415-342-2767
•Employed control and authorization over the origination, development, and establishment of the Growth function for a pre-IPO company. •Direct the execution of innovative marketing initiatives, ultimately driving revenue growth with a positive ROI. •Founded the 23-member Growth Team and oversaw the sourcing, hiring, and training of 17 new members. •Administer all aspects of paid user acquisition, search engine optimization (SEO), customer journey/funnel optimization, outbound Sales Development Representatives, data, and analytics. •Play a key role in multiplying the opportunity pipeline and driving ROI positive self-serve revenue across three years. •Onboarded the first DemandGen and SEO agencies and produced dashboards and reporting across ExecTeam which were integrated into CRM. •Devised and effected the ABM/ABX motion utilizing 1st and 2nd party data to target in-market ICPs through hyper-specific ad campaigns and messaging strategy.
• Conceptualized, developed, and launched a blockchain-based raw materials supply chain management solution for the heavy civil construction industry. •Established the overarching company vision aimed at improving the coordination of concrete delivery and ancillary processes for owners, contractors, and suppliers. •Provided operational data to increase job site efficiency and enable automatic collaboration between truck dispatch and contractors. •Executed an effective business strategy while directing product and technology teams and collaborating with CalTrans and 405 partners to drive change and adoption.
• Achieved measurable success in expediting revenue and user growth through the transition of the primary app Burner into a subscription service. •Identified price optimization, monetization, and strategic partnership opportunities in an effort to maximize business potential. •Reviewed, evaluated, and restructured advertising and user growth methods which served as a foundation for transforming the app into a thriving and sustainable business. •Realized a boost in DemandGen budget spend from zero to $5M annually. • Spearheaded the migration from a-la-carte revenue to subscription service, resulting in subscription growth from less than 1% to 50%+. •Augmented subscription and credit purchases for temporary and additional phone numbers as well as improved the efficacy of pricing strategies. •Ascertained and acted upon untapped monetization opportunities through features such as Burner Connections and integrations with third-party applications. • Presided over the churn reduction program which involved identifying and analyzing churn precursor activity and high-risk accounts, leading to a change from ICP focus to low churn customers. •Ideated and guided GhostBot into creation, Ad Hoc Labs' most successful Brand campaign, which allowed customers to transition unwelcome phone attention to a non-confrontational bot.
• Established a thriving consumer retail brand while directing the development of a holistic retail and e-commerce strategy from inception through execution. • Designed and launched swaychic.com, a substantial e-commerce shop powered by the Magento platform. • Opened seven retail stores across Northern and Southern California, reaching $3.5M in annual revenue and employing a staff of 53. • Utilized SaaS POS systems and 37 Signals Campfire App to coordinate retail managers and organize the distribution center.