Account Based Marketing

Successfully led ABM strategies for over five years; increased prospect engagement through personalized messaging with target accounts resulting in stronger pipeline for sales; proficient with ABM tech stack.

demand generation

Drove strategic marketing campaigns throughout career designed to produce leads, and move them down the funnel, through both ABM and broad-based marketing initiatives.

Marketing-Tech

Adept in both traditional and latest mar-tech tools – Automation, Reverse IP Lookup, Account Intelligence & Segmentation, SEO, Content Platforms, Social Media & Monitoring, CRM, and more.

product marketing/messaging

Adept at building out product messaging frameworks that align to the buyer, reflect existing market environment, and encompasses competitive landscape; messaging framework should then serve as building blocks for all content strategy

Campaign Planning & Execution

Skilled in building out clear, thoughtful, and revenue-focused campaigns that put buyer pain points front-and-center, tell a compelling story, and that uses a diverse channel-mix of paid, owned, earned, and social media.

Leadership

Led, coached, and managed both sales & marketing teams throughout career; harness both democratic and situational leadership styles; motivated and challenged teams and individuals to learn more, dream more, do more, and become more.

Event-Strategy

Experience in event strategy that encompasses traditional trades shows and company-hosted events; partnered with Google to co-host executive events for exec stakeholders while at Pearson.

Collaboration

Drove strong cooperation with key stakeholders throughout career for key marketing strategies & initiatives; adept at creating buy-in and building consensus from up top, across, and below to achieve success.

Content Marketing

Built and executed content marketing strategies throughout career; believe content should build trust, position the company as the industry expert, and be about the problem, not the product

CampusLogic

Vice President, Marketing

Led a marketing team of 14 in one of AZ’s fastest growing software companies. Used three-prong approach in marketing strategy: 1) ABM - to target and attract most lucrative customers, 2) Awareness - through heavy focus on earned media and thought leadership (awards, press releases, thought-leadership, publications), and 3) Broad-based & product marketing - to accelerate ABM MQA’s through the pipeline and move to close.

Key Contributions:

• Built brand new ABM function within marketing, leading to $15M in pipeline revenue & increase in key account engagement

• Improved sales & marketing alignment by adopting highly-effective ABM tools that make prospecting more successful

• Led organizational initiative to more broadly declare and dominate the Student Financial Success ‘Category’

• Focused on brand-building strategy to grow CampusLogic name via press releases, awards, articles, thought-leadership

PEARSON EDUCATION

Director of Strategic Marketing (OPM)

Led marketing team for Pearson Online Learning Services (Online Program Management); Pearson’s highest growing business unit.  Drove revenue by generating high quality MQL’s through thoughtful & strategic account-based marketing campaigns; accelerating pipeline through in-person thought-leadership events with executive prospects; spearheading and leading content marketing strategy.

Key Contributions:

• Carried out Pearson’s first pilot ABM program; led to $750M in pipeline and special recognition w/ division President

• Oversaw company-hosted events at Google for executive prospects & thought-leaders, designed to accel pipeline

• Improved media-share-of-voice & SEO through a back-linking guest-blog strategy on industry trade publications

• 22% of all open & won pipeline revenue Sourced through marketing campaigns & initiatives ($192M)

• 43% of all open & won pipeline revenue Influenced through marketing campaigns & Initiatives ($368M)

BLACKBOARD INC

Senior Marketing Manager

Led all demand-gen & field marketing initiatives around the software and services portfolios for Blackboard. Built and executed an entire go-to-market strategy on roll out of new solution, resulting in exceeding MQL goal by 250% and on target to exceed revenue sourced opportunity goal by 100% in 2015. Ensured messaging and content reached the right target through a balanced mix of owned, earned, paid, and social media resulting in both inbound and outbound marketing qualified leads.

Key Contributions

• Built, led, executed market strategy for new line of business

• Created from scratch entire content library to encompass content for all phases of the buyer’s journey

• Exceeded MQL goal by over 250% in first year roll out of business

• Ensured messaging and content is reaching the right target through balanced media mix ensuring strong lead flow.

W. P. Carey School of business - arizona state university

Senior Manager, Marketing & Recruitment

Responsible for the growth of the W. P. Carey Online MBA program. Developed marketing strategies to promote the Online program in a tough and growing online education market, increasing national awareness. Responsible for all product marketing initiatives including messaging, product positioning, persona analysis and inventory; also led many lead gen activities and field marketing activities. Spearheaded go-to market strategies for new areas of emphasis expanding into new target markets and growing enrollments nationwide. Owned all sales & marketing efforts for this product line.

Key Contributions

• Key contributor that sourced or influenced $44M in revenue through course of my tenure
• Increased sales and grew the Online MBA program by 35% in second year
• Expanded product lines resulting in more revenue and increased competiveness
• Led roll out of CRM system department wide – improving efficiency across the school of business

LAUREATE INTERNATIONAL UNIVERSITIES

Sales (Enrollment) Manager

Led a team of 16 sales representatives to meet and exceed quarterly sales goals. Performed gap analysis to determine each individual member’s unique needs and geared one-on-one coaching to meet those specific needs. Monitored and maintained daily statistics, including number of outbound calls, talk time, lead management, and lead to conversion data. Implemented large scale corporate initiatives, such as the implementation of a new CRM system and a new sales compensation structure.

Key Contributions

• Upon promotion to manager provided necessary coaching, training & motivation to team, catapulting team from lowest ranking team in division to highest as a 1st year manager
• Increased sales by 30% in first 90 days as a Manager

US ARMY 

Reconnaissance Scout

• Driver and Gunner on Bradley Fighting Vehicle (BFV)
• Conducted mounted and dismounted reconnaissance patrols
• Served one year tour in South Korea, less than five miles from DMZ
• Served six month tour in Bosnia as part of Operation Joint Forge
• Honorable discharge

Master of Business Administration, Marketing

Foundations for Demand Creation - Certified

Content Marketing Certified