Milwaukee, WI
Sept 2020 to Feb 2024
All-in-one cloud construction software for the global market.
Managed all marketing for web, email, PPC, social media, and video for the US region.
- Leveraged market research to identify business intelligence tools, leading to the implementation of software that improved demand generation capacity, and deliverability (reducing email bounce rates to <5%), and eliminated reliance on list purchases through on-demand prospecting.
- Participated in customer interviews to gain insights and translated the data into case studies.
- Implemented user experience (UX) improvements and increased website conversions by 80%.
- Conducted competitive research to analyze competitor PPC strategies, email marketing campaigns, and keyword utilization to identify market gaps and opportunities for product differentiation.
- Contributed to 44% of closed deals through effective email marketing campaigns aligned to the SaaS solution.
- Developed a strategic video marketing initiative to address an SEO gap, resulting in the creation of the COINS YouTube channel.
- Generated an additional 80,000 annual website visitors specifically through YouTube PPC campaigns, while also managing and optimizing paid media campaigns across LinkedIn, Google, and Bing platforms.
Las Vegas, NV
March 2017 – June 2021
Integrated marketing solutions for small businesses
- Generated insights based on reviews, online content, and user experience.
- Provided recommendations for strategic positioning of branding, messaging, website optimization, concept development, and campaign strategy.
- Developed print and digital collateral to create brand awareness, generate leads and increase conversions.
- Produced video content to distill complex product features and benefits into a simple, defined message.
- Developed tag lines and value proposition statements.
Houston, TX
Oct-Dec 2017
Engineering solutions to lower the total cost of ownership.
Recruited for a 6-week contract to guide marketing teams in Houston and Ft. Worth and to move projects forward to completion. Liaison with the Marketing Director to provide seamless project updates.
- Responsible for mapping out and delegating the tasks required to implement and complete the remaining projects.
- Managed the project calendar to ensure all phases were completed on time and within budget.
- Collaborated with writers, designers, and agencies to plan campaign development.
- Oversight for new product packaging.
- Oversaw the marketing programs budget for multi-channel marketing and agency-driven PPC campaigns.
Houston, TX
June 2014 – Feb 2017
Software solutions connecting patient, payer, and provider (SaaS).
− Led the development and launch of a new corporate website, driving a 10% conversion rate increase and a 50% year-over-year sales growth through strategic marketing activities including targeted email campaigns, SEO, and social media.
o Content marketing efforts on LinkedIn resulted in a 400%+ increase in followers, driving brand awareness and establishing thought leadership.
o Leveraged SEO and SEM strategies, including keyword research, content optimization, and paid search advertising, to achieve a 45% increase in organic website traffic.
- Managed MS Dynamics CRM, including records management, data imports, and segmentation for lead-generation emails, contact strategy, and custom sales lists.
- Led the full CRM migration process, including market research, vendor vetting and selection, and successful data integration from MS Dynamics CRM to Salesforce Lightning.
- Optimized marketing campaigns with CRM management, lead scoring, A/B testing, and personalization.
- Managed vendor relationships, exhibitor events and oversaw a $1M marketing budget.
Houston, TX
March 2012 – March 2014
Technology company with a focus on hardware, cloud, security, and data services.
- Managed multiple concurrent New Product Introduction (NPI) projects for HP displays, digital signage, and accessories, spearheading the marketing efforts in collaboration with Product Managers, Engineers, and cross-functional teams. The collaboration resulted in:
o Developed marketing collateral and sales enablement tools including product sheets, 3D renderings, and explainer videos, for the go-to-market (GTM) product launch of new commercial products.
o Managed the commercial product roadmap and communicated updates to the team, ensuring visibility of feature or timeline changes.
- Implemented a SharePoint solution to streamline document management and improve collaboration with real-time sharing and version control.
- Initiated a customer interview with a Hollywood cinematographer that continues to serve as a standard to provide insights that inform product development and user stories.
- Managed monthly internal newsletter to update the global team on new collateral, positioning, and PR launches.
- Created web banners as lead generation tools for a third-party site.
Feel free to reach out to me via email or LinkedIn. I would love to hear from you!
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