Rebuilding marketing from the ground up, focusing on demand generation and a content-led approach. Establishing product, field, and content marketing functions while overhauling established lead generation funnels.

• Improved the number of inbound opportunities by 5x in 6 months while increasing the conversion rate to customer by 3x.
• Lowered marketing CAC by 40% while increasing budgets and headcount.
• Established first product marketing function, improving product and feature launch process to beat launch acquisition goals by 167% within the first week of product launch.

Strategic Advisor to marketing AI organization building MVP.

Advising founding team on:

• Product features and providing opportunities for design partnerships.
• Go-to-market plans including establishing ICPs, identifying pain points and value prop messaging.
• Ongoing feature testing and feedback as a part of ICP.

Initial demand generation hire for mature start-up in the B2B SaaS space, tasked with rebranding Phone2Action to Capitol Canary, building a brand awareness function, and designing and building a full demand generation process. Successfully grew team by 2 in 6 months and beat all MQL and SAL goals, culminating in the acquisition of the company by Quorum. At Quorum was tasked with building an inbound marketing and pipeline acceleration process and team.

Highlights include:

Quorum Role (Sept '22 - Oct '23):

• Built an Inbound Marketing program through channel optimization, vendor management, and team expansion. Lead to beating Inbound MQL goals by 30% and sales opportunity goals by 67%.
• Rebuilt paid search program to grow efficiencies and optimizations, leading to a QoQ increase in completed meetings by over 50% quarter-over-quarter.
• Oversaw pipeline acceleration efforts resulting in an 18% improvement
• Merged and integrated marketing teams and technology stack during acquisition, transitioning multiple platforms such as Hubspot and Marketo.

Capitol Canary Role (Dec '21 - Sept '22):

• Built and led a multi-channel demand generation strategy that increased Marketing Qualified Lead (MQL) flow by over 40% quarter-over-quarter, while maintaining a consistent Sales Qualified Opportunity (SQO) conversion rate.
• Designed and launched corporate rebranding campaign through press releases, brand redesigns, digital and experiential (out of home) advertising, and large-scale social media contest, resulting in a QoQ social media impression boost of 140%, interactions by 1400%, and follower growth by 100%. Contest surpassed entry goals by 213% and drove 3M+ ad impressions within 30 days.
• Increased cross-collaboration between multiple departments, including facilitating alignment between Sales, Customer Service, Product, and Marketing through weekly enablement emails, open office hours, and leading cross-departmental groups for high-impact product releases.

Initial marketing leadership hire for early stage start-up in the B2B Services & SaaS space, tasked with designing and building the entire marketing function and team. Grew marketing influenced and originated pipeline and helped scale revenue by 5X. Hired and trained a team of 5 marketers and designers and implemented MarTech stack including Pardot, Salesforce, and BrightEdge.

Responsible for all aspects of digital marketing and advertising both in the United States and globally, including:

• Email Marketing: Strategy, content, and implementation. Manage multiple newsletters, including corporate and individual sales reps. Create nurture and automated campaigns. Report on KPIs to department heads.
• Website Design: Redesigned entire WordPress website to better focus on UX and conversion rates. Increased time-on-page, pages-per-session, and increased conversion rates by 200%.
• SEO: Manage SEO strategy and implementation utilizing SEO tools such as BrightEdge. Increased number of page 1 keyword results by 2300%.
• SEM: Manage SEM strategy and oversee PPC vendors for implementation. Reduced average cost-per-conversion by 75%.
• Social Media: Responsible for managing voice and branding, as well as creation and implementation of content and visual resources
• Media Buying: Manage legal journal vendors and explore lead generation campaigns through law-focused websites.
• Support the global sales teams through discovery and implementation of new digital tools for lead generation, social selling, and engagement. Providing training and support as needed.
• Responsible for building marketing strategies and brand identity through updated branding, messaging, and both digital and print designs.
• Manage the marketing and graphic design team, as well as all marketing and advertising vendor communications.
• Oversee corporate branding and messaging.

Year-long contract with the Food and Drug Administration's Office of Regulatory Affairs where I led the social media strategy project, including a gap analysis, social media plan and policies, short and long term strategies, creation of an editorial calendar, and analysis of metrics tools.

• Supported content strategy and user experience strategies for ORA-managed sections of FDA website, consulting on plain language suggestions, cross-linking strategies, and workflow governance.
• Provided guidance to ORA staff on engagement tactics, viral marketing, and capabilities utilization of popular social media tools.
• Conducted stakeholder interview research with internal and external stakeholders to determine needs, expectations, current use of social and web, and desired usage of social media.
• Created social media trainings in PDF and video form.

Led all digital advertising and social media initiatives for an established B2B SaaS organization in the healthcare data analytics industry. Reporting directly to executive leadership, reorganized a $1M advertising budget to hit MQL goals, increase brand awareness, and eventually support an IPO. Highlights include:

• Created, posted, monitored, and analyzed all social media activities across the Inovalon social channels; as well as coordinated the digital brand identity and ensured all sub-accounts follow the style, voice, and image of the flagship accounts.
• Held responsibility for the entire Google AdWords and LinkedIn Advertising budget; created, implemented, tweaked, and analyzed all advertising campaigns through these channels. Identified audiences for targeted LinkedIn Ads campaigns, and reported on results to senior leadership.
• Helped coordinate the maintenance of the corporate website through Drupal; created new pages, created and edited meta descriptions to keep up with SEO best practices, managed blog posts and press release postings.
• Coordinated Act-On campaigns; maintained marketing and distribution lists, email layout, email distribution for products, press releases, and newsletters. Responsible for creation of landing pages for products and webinars, form creation and monitoring, and all analytics and metrics reports.

Designed and implemented the initial social media plans for multiple federal agencies under the Department of Justice. Regularly generated and reported on critical metrics to Communications Directors of the DoJ and Lockheed Martin. Highlights include:

• Held responsibility for creating and posting content, monitoring digital conversations, and analyzing and reporting metrics to leadership for multiple Federal agencies under the Department of Justice, including the Office for Victims of Crime and the National Law Enforcement & Corrections Training Center (NLECTC).
• Envisioned and implemented social media strategies for the Office of Justice Programs; continual tweaking of strategies as campaigns unfolded.
• Coordinated the social media campaigns for multiple government contracts, including the creation of content, engaging of users, and investigations into new social media channels that could enhance the current strategies.
• Conducted on-site event promotions that included live Tweeting, photos, videos, and interviews with participants and presenters; as well as handling the presentation of new platforms and initiatives from the Federal agencies to participants.
• Continual investigation into new channels and venues (blogs, Tweetups, webcasts, etc.) to incorporate into current and future campaigns for all contracts.
• Implemented the first paid advertising campaigns for multiple Federal agencies on social media channels; created campaigns, presented justifications to leadership, implemented, monitored, tweaked, and analyzed paid campaigns across Facebook, Twitter, and Google. Ultimately presented metrics and campaign performances to senior leadership and clients.
• Consulted on internal Lockheed Martin contracts which included Missiles and Fire Control projects: MEADS, JLTV, Trade Shows, and community events. Created social media plans for events and projects, created initial design and led graphics team for MEADS infographic.

• Responsible for the creation and implementation of a social media plan to increase community involvement through Twitter, Facebook, and LinkedIn.
• Coordinated the design, creation, and implementation of a redesigned corporate website; including graphic design support, coordination and editing of new content, creation of new photography and images, and integration of social media into new design.
• Successfully increased weekly online traffic to redesigned website and social media outlets by over 1000% during time as Social Media Manager. Increased the online communications with local community and volunteers in the county.
• Responsible for handling patient care, medical transport, and patient status reporting as an active EMT.