Philadelphia, Pennsylvania, United States
A perceptive, curious, driven product marketer, I strive to find a match between person and product as the foundation for my work. I pride myself on my ability to synthesize a sea of information and data into meaningful experiences and stories. I'm a big-picture thinker and a hands-on doer, always striving to see the pivot point where a change would be most impactful, and always happiest when I get to work on it myself. I achieve my best results alongside friends, peers and mentors in close collaboration, using each other's ideas and energies to improve our own.
• Established foundational PMM processes and Product-PMM routines and oversaw first Tier 1 & 2 releases, including GTM of MyDay payroll dashboard and enhanced Workday integrations, driving $8M in first-time product marketing pipeline in Q1 '24. • Designed RACI matrices and launch briefs to support new release motions, introduced in-app motions with Pendo, and trained product managers to host monthly feature roundup webinars. Storyboarded, shot, and cut first feature trailers, designed and printed brochures and event booth livery, organized and promoted partner dinners and outings, and briefed analysts at Forrester, Gartner, NelsonHall and Everest to support our placement in matrices. • Oversaw all marketing for Global Payroll, including always-on advertising, in-person events and webcasts, organic content strategy, new CMS and web redesign, and partner marketing. Drove 204% Leads YoY, FY22-23. $3M pipeline growth. 3x increase in organic traffic. -23% CPL. • Developed business case for, procured and installed Demandbase and Qualified for account-based marketing. Designed scoring model and dashboards. Reformed our sales, account research and SDR teams to eliminate handoff friction with ABM-sourced targets and raise middle-of-funnel conversion rates and speed up deals by 17%. Launched first full-funnel ABM campaigns, including journey mapping, display ad campaigns, prescriptive sales dashboards, account-specific collateral and sales/SDR motions, shifting opps 71% towards enterprise and adding $7M in pipeline for 230% ROI.
• Composed campaigns, developed bidding strategies, and managed audiences and ad schedules for four clients, shaping strategy for over $500,000 in monthly ad spend across LinkedIn, Facebook, Google Search, and Google Shopping. Delivered first ROAS-positive campaigns for three clients by sharpening keyword focus on those that drove best-scored leads. • Conducted monthly performance reporting and surfaced strategic recommendations. Proposed and built Safeguard Global's first Youtube campaign, for $100,000 in additional spend and $350,000 in additional pipeline. • Led Integrous' foray into automated bidding strategies for high-value campaigns, performing A/B testing on automation-friendly campaign/keyword structure, conversion action weighting, and automation-ready ad creative. Created our agency's first 8 ROAS-positive automated campaigns.
• Onboarded new store owners to our eCommerce platform and developed a coaching program to teach them marketing and merchandising best practices for eCommerce, including site architecture and product categorization, conversion rate optimization, SEO, and advertising on Google Ads and Shopping Feeds and Facebook Ads. • Achieved over 200% of targeted services revenue for Volusion's in-house design and marketing agency during 3 months. • Led our customer success team in accounts retained during eighteen months of my tenure.