Hands-on marketing director who develops innovative campaigns to increase awareness and generate qualified leads; revenue-focused sales partner to advance and close leads through scoring, nurturing and enablement.
B2B and B2C marketing strategy
Offline & digital media planning
Collateral & sales tool development
Vice President, Marketing (Associate Vice Chancellor)10/2012 to 05/2017National University SystemSan Diego, CA
Managed a 10-person team with a $24MM budget to develop lead generation and awareness strategies-including TV, Radio, direct response, Web, and digital marketing for an adult-focused nonprofit university.
Launched integrated $8MM/year digital lead gen program including Paid Search, Display, Re-targeting, Paid and Organic Social, SEO, and Email.
Generated >90k leads/year, a 15% increase year-over-year, lowered CPL 18%, and increased overall conversion rate by more than two percent.
Led market expansion initiative, including messaging, segmentation, competitive research and positioning, and media and lead gen plans.
Developed inbound/content marketing and marketing automation (Eloqua) plan to attract and nurture early-funnel leads, increasing lead-to-admission conversion by 14% fromnurtured pool.
Grew social media presence 400%, implemented HootSuite, Oracle SRM, and Sprinklr platforms over tenure; managed the editorial process for content.
Directed market research including prime prospect, brand health, and creative testing; initiated ongoing Conversion Rate Optimization initiatives.
Vice President, Marketing10/2009 to 10/2012MIR3, Inc.San Diego, CA
Established marketing operations for SaaS Enterprise Mass Notification System (EMNS) company; established marketing strategy, KPIs, reporting, and tactical planning process; member of Executive Strategy Committee.
Implemented Salesforce CRM; established an integrated marketing/sales lead funnel process; formalized lead definitions and scoring; streamlined sales process with standardized sales presentations and sales proposals; created and managed a 3-person Lead Qualification team to identify and accelerate qualified leads.
Directed redesign of corporate website; led the development of design, content, information architecture, UX, and content management system (Joomla).
Launched company social media strategy, including a blog, Twitter, and LinkedIn strategies, helping position brand as thought leaders.
Increased lead volume >600% while decreasing annual marketing spend using inbound and content strategies for greater efficiency; increased lead contact rate by 35%, conversion velocity and overall engagement.
Managed Public Relations and Analyst Relations; won three "INC 500," two "Deloitte Fast 500," and several other industry awards; led internal Gartner Magic Quadrant process, establishing relationships with analysts as they created the first-ever MQ for EMNS.
Senior Manager, Marketing12/2004 to 08/2009Websense, Inc.San Diego, CA
Managed a $2MM budget and directed an 8-person team to plan and execute integrated advertising, lead generation, and marketing campaigns for a NASDAQ-listed SaaS web security company.
Established comprehensive direct-buy media strategy, establishing strategic relationships with key industry publishers, crafting custom lead generation and advertising programs and surpassing lead, CPL and conversion goals.
Led post-acquisition company and product rebranding, including positioning, messaging, internal brand training, and print and digital advertising campaign; praised in industry press for "refreshing" take on security industry messaging.
Directed design and architecture of >10,000-page corporate website to reflect new branding and product set; oversaw the development of design, content, information architecture, UX, and content management system; despite a contracted timeline, launched the site on time without the need for outside agency help.
Created company's first content marketing initiatives, including content development, lead nurturing strategy, and email standards.
Repositioned new channel program to industry resellers, establishing relationships with distributor companies and partners to rebuild trust in company's new executive leadership and revamped reseller program.
Global Marketing Communications Manager08/2002 to 10/2004Clean Air Power, Inc.San Diego, CA
Re-launched early-stage clean energy company; developed messaging and positioning strategy; executed advertising, public relations, and communications strategies for UK and US market launch.
Developed go-to-market plans to support a two-year 600% increase in revenue and new investment of $12MM.
Helped launch UK operations, including developing a channel marketing plan with a European distributor.
Led government relations initiatives to lobby the UK Department for Transport, US Environmental Protection Agency, and the Natural Resources Defense Council for favorable subsidies and policies; represented company at international climate change conferences in the US and Europe to develop key relationships for market development.
Marketing Analyst04/2001 to 07/2002ComcastPhiladelphia, PA
Developed and managed RFP process for GovEd sales team.
Coordinated legal, engineering and sales, input to create and deliver competitive sales proposals.
Wrote technical RFP responses and sales proposals for networking and telephony services with bids in excess of $2.5MM.
Sales & Marketing Coordinator08/1999 to 04/2001Internap Network ServicesPhiladelphia, PA
Launched and managed regional sales office for networking start-up.
Performed lead generation, market & competitive research, field marketing.
Managed sales funnel, weekly, monthly and quarterly sales reporting, and provided post-sales service delivery assistance.
Bachelor of Arts: Communication & Media Studies Seton Hall UniversitySOUTH ORANGE, NJ
Emphasis in Advertising
Minor in Advertising Art Additional Coursework in Marketing, Management, Accounting, and Finance
B2B and B2C Marketing, Brand Strategy, Media Planning, Digital Marketing Strategy, Metrics & Data Analysis, Market Research, Website Content and Usability Management, Content Development & Inbound Strategy, Copywriting and Copy Editing, Event Marketing, CRM & Marketing Automation, Marketing/Sales Alignment, Lead Generation/Lead Nurturing, Vertical Marketing, Channel Marketing Sales Collateral Customer Retention, Agency Management, Creative Direction, Product Launches, Social Media Content Strategy, Social Media Moderation, Public/Media Relations, Analyst Relations, Government Relations, Software: Adobe Creative Suite, Photoshop, InDesign, Illustrator, Dreamweaver, HTML, Microsoft Office, PowerPoint, Word, Excel, Budget Management,
Software / SaaS, Web Security, Telecom & Networking, Education, Energy & Transportation, Green Technology, Business Continuity, Emergency Management, Disaster Recovery, Healthcare, Pharmaceutical, Nonprofit