San Francisco, California, United States
I build content marketing programs that help enterprise technology companies grow and inspire customers to take action. What I've created: • At Tenable, I built the content function from scratch during hypergrowth, transforming the company from a point product into a category leader through innovative content experiences and systematic operations. • At Informatica, I positioned the company as the market leader in cloud data management, creating content frameworks that increased engagement 7x and improved conversion rates by 16%. • At LiveRamp, I unified siloed content, creative, and social teams into a cohesive department, driving $22M in pipeline through strategic content programs. What I love: • Making a vision real: I launch content functions guided by business vision, establishing editorial governance, workflows, and frameworks that scale rapidly. • Attention-getting storytelling: I find a way to humanize potentially dry topics and entice enterprise buyers to learn more. • Trying new things: I experiment with interactive experiences, visual storytelling, and AI-powered workflows—all in the name of engagement, conversion, and sales.
• Integrated content, creative and social functions to rebuild team morale, strengthen brand and strategically align with business priorities, growing engagement and conversions across all channels • Established campaign content frameworks and assets that drove measurable results, including FY24 pipeline growth ($15M influenced, $7M sourced) • Doubled content downloads YoY (FY23 vs FY24) and HoH (2HFY24 vs 1HFY24), demonstrating rising influence of branded content as conversion offers • Oversaw content and creative strategy for flagship company event, up-leveling look and feel and garnering acclaim from both internal and external stakeholders • Experimented with new resources and AI tools to accelerate productivity and drive efficiencies
• Managed content team to drive high utilization rate for all campaign assets (e.g., interactive experiences, short- and long-form content, video) and optimize engagement and conversions across campaign touchpoints, including email, organic and paid social, SEM, web (35% greater social reach, 7x lift in engagement, 33% more time on page, 16% higher click-throughs/form-fills) • Developed persona-specific campaign narratives spanning all phases of buyer journey by facilitating cross-functional messaging workshops with portfolio marketing, sales, customers and other SMEs • Created new cadences for sales to use for both prospecting and MQL outreach (increased open rates by 32%, generated 19% more meetings); promoted best practices across marketing and sales
• Revamped customer advocacy content program to introduce new asset types (e.g., interactive experiences, social-native videos), humanize stories and elevate business benefits • Collaborated with functional leads to ensure promotion of customer stories across multiple channels, including organic social, sales cadences, web, executive events • Established SEO content program (e.g., blog posts, customer stories, reference articles) that improved search ranking for brand and solution keywords
• Led content team (content strategist and content creators) globally • Managed all marketing content initiatives across multiple platforms and formats to drive sales, engagement and retention • Conducted ongoing content audits to gauge effectiveness and devise optimization plans • Established processes for requesting, producing, publishing, activating and retiring content • Developed editorial style guide to facilitate consistency and quality across brand touchpoints • Began implementing cross-functional processes to standardize content taxonomy, metadata tagging and measurement – enabling path to atomization and AI-powered marketing
• Oversaw audience-centric content strategy and execution to drive conversions at scale; dramatically increased content engagement and conversions (87% more content views, 38% higher avg time per view, 87% more incremental views, 158% higher total engagement time, 12% form capture rate) over one-year period • Developed campaign assets that align with buyer journeys, including core assets (case studies, demos, ebooks, reports, whitepapers) and promotional tactics (ads, email nurtures, landing pages, social tiles and videos) • Recruited and managed agencies/freelancers to enhance content production capabilities • Created campaign content inventory, blueprints and calendar to support activation and globalization/translation
• Led messaging development, content strategy and content execution for company’s first integrated global campaign • Managed blog, including developing editorial calendar, mentoring writers and overseeing process from ideation to publication • Oversaw social media accounts, supporting brand and event awareness, lead generation and thought leadership goals • Edited Tenable Research reports and created promotional assets and tactics, generating $10M in opportunity pipeline
• Developed worldwide content strategy for campaigns and Watson Marketing priorities, including targeted, buyer-centric content journeys, narratives and corresponding deliverable plans; designed/launched new campaign for key Watson Marketing offerings just 8 weeks after joining the team • Managed day-to-day planning, ideation, execution and optimization of content for all phases of buyer journey across channels, in alignment with awareness, demand generation and thought leadership goals • Oversaw content distribution by collaborating with campaign managers, digital marketing and agency partners to negotiate amplification across paid, owned and earned channels; coordinate rollouts with internal communications, geographic markets as well as influencer and partner communities • Determined appropriate content creation models; manage budget and resources (agencies, contractors and in-house)
• Led social content strategy for all Commerce Procurement, Commercial Payments and B2B offerings and created sparkler assets (infographics, paid ads, SlideShares, social tiles and videos) driving prospects to anchor campaign content • Co-managed blog calendar; authored posts; advised internal SMEs and external writers on best practices; grew readership by 3% yty to 1.2M and engagement by 27%; Watson Customer Engagement announcement post featured on ibm.com homepage • Reported on company and third-party events via real-time and post-event content • Collaborated on IBM Cognitive Build project to design AI-based travel app (MARCO); Top 9 finalist at World of Watson 2016