United States
I’m a strategic, customer-centric marketing executive with deep expertise in customer, brand, content, and lifecycle marketing. At Qualtrics, I lead our global customer marketing organization of ~30, spanning lifecycle, customer experience, education and certification, storytelling, community, and thought leadership—all focused on helping customers onboard and up-skill, realize value, and become advocates. I believe the most powerful marketing happens after the sale. By connecting strategy to outcomes and customer needs to business impact, I’ve built teams that don’t just drive engagement—they fuel growth. I’m passionate about developing talent, amplifying customer voices, and building programs that turn great experiences into lasting loyalty.
Built Qualtrics' first global customer marketing function from scratch. Inherited a recently re-orged 25-person team with no unified mission and rebuilt it into a 32+ person global organization spanning lifecycle marketing, CX, education, community, the XM Institute research practice, and Qualtrics Labs. — Founded Qualtrics Labs, a bootcamp-style intensive working in customers' own data and instances to build genuine capability in a single day. On track to drive ~$330M in expansion and consumption revenue in 2026. — Scaled the XM Institute as a thought leadership and research practice that shaped industry thinking and drove inbound demand — influencing $43M in pipeline in 2025 and $63M in Q1 2026 alone. — Reimagined Basecamp into Qualtrics Learn. Built the company's first digital onboarding and lifecycle nurture programs, with in-product journeys connecting the full customer digital experience. — Increased customer maturity across the entire customer base by 27% in year one — driving measurable consumption growth, expansion revenue, and churn reduction through a connected system of onboarding, education, and engagement programs. — Operationalized AI-powered workflows across content and CX, scaling output and program velocity without adding headcount. — Operated as the internal champion for the customer, translating voice-of-customer insight into product strategy, roadmap investments, and executive decisions. — Built a second line of director and senior director leaders owning full-funnel programs across regions.
Owned brand strategy, marketing strategy, and integrated customer programs for Microsoft Security — the company's enterprise security business spanning Defender, Sentinel, Purview, Entra, and Intune. — Defined the brand and audience strategy for Microsoft Security, partnered with Microsoft's brand organization and creative studio Koto on the visual identity development, and led the customer-facing activation. Combined work lifted 'most trusted security brand' perception +9 points and 'leading end-to-end security solution' perception +7 points. — Drove a unified web strategy organized around the customer buying journey rather than product taxonomy — improving discoverability and conversion paths for enterprise buyers. — Rebuilt the customer adoption and community experience — connecting Tech Community, Adoption Hub, and siloed content resources into a single audience-first destination supporting consumption and upsell revenue. — Partnered across Product, Engineering, Field, and Regional Marketing to ship positioning consistently across web, product, and field in a deeply matrixed global organization.
Owned global customer and content marketing across enterprise and developer audiences, driving acquisition, adoption, expansion, and advocacy during GitHub’s evolution from developer tool to enterprise platform. Partnered closely across Product, Sales, Demand Gen, Events, and Analyst Relations. — Founded and scaled The ReadME Project into an award-winning global media platform: 2.5M page views (FY23), 1M+ subscribers, and 40% YoY growth, establishing GitHub as a trusted voice and durable top-of-funnel demand engine. — Built The ReadME Podcast into a top-5% globally ranked show, expanding GitHub’s technical and cultural influence. — Launched GitHub Learning Pathways, increasing daily traffic to the resources hub by 300% and accelerating product adoption. — Designed lifecycle and nurture programs that increased engaged usage 10–20% within low-adoption cohorts, reducing churn risk and supporting expansion. — Built and scaled customer advocacy programs supporting GTM, PR, AR, events, and sales, driving high-performing campaigns and customer storytelling. — Led Customer Advisory Boards and listening programs, translating customer insights into product and investment priorities. — Delivered customer proof supporting GitHub’s recognition as a Leader in Gartner DevOps evaluations and Voice of the Customer. — Developed executive narratives and keynote content for GitHub leadership, including CEO Satya Nadella. — Led globally distributed teams and agency partners.
Expanded GitHub's customer evidence and advocacy from a storytelling function into a strategic growth engine supporting enterprise GTM, analyst relations, PR, and up-market penetration. Built systems to activate customers as speakers, references, and trusted voices across the GitHub ecosystem. — Launched GitHub Champions and peer-to-peer advocacy programs across sales, PR, and events. — Sourced and coached hundreds of customer speakers for flagship GitHub events (Universe, Satellite). — Established scalable editorial and community contribution models, including Guides and newsletters with ~25% open rates and 2M+ subscribers across channels. — Scaled The ReadME Project into a flagship storytelling platform — and the foundation of the owned-media engine I'd grow in the Director of Customer & Content Marketing role.
Built GitHub's customer evidence program from the ground up to support up-market penetration, address press and analyst inquiries, and drive lead generation. — Established an enterprise-focused approach to customer storytelling through case studies and CXO-ready content used across sales and marketing to win new business. — Crafted keynote narratives for GitHub CXOs and senior Microsoft leadership, including CEO Satya Nadella. — Acted as the key marketing partner for the events team — ensuring the right mix of customer sessions and reinforcing top-line messaging at GitHub Universe and Satellite conferences. — Cultivated customer advocacy to transition users into vocal advocates activated across sales and marketing channels.
Developed and led the customer evidence and reference program for a multinational B2B SaaS organization — establishing the function that supported sales, marketing, and revenue growth across the global business. — Influenced $1M+ in monthly recurring revenue with 120% YoY growth by spearheading global adoption of a customer reference management solution. — Built and led the global Customer Champions program — delivery, management, and growth — activating loyal customers as advocates across sales, marketing, PR, and events. — Developed and nurtured the customer content pipeline, producing 30+ pieces of enterprise-tier customer evidence quarterly to support up-market growth. — Equipped 600+ global sales representatives with tailored customer evidence and references to drive new business and account expansion.