Full stack marketer with strategic and tactical experience leveraging consumer psychology to build awareness, influence behavior and drive growth.
Executed GTM strategies for new and existing products that helped scale company revenue to $100 million annually.
Increased leads by 18% through the redesign of website content, positioning, messaging, and overall user experience.
Increased revenue by 28% through the execution of multi-touch persona focused demand generation campaigns.
Helped 25% of sales rep exceed their quotas by providing intel, training and playbooks designed to close more deals.
Increased brand awareness by supporting PR programs that resulted in company being named as a category leader.
Areas of Focus
Product Strategy
Content Strategy
Brand Strategy
Go-To-Market Strategy
Competitive Intelligence
Positioning & Messaging
Digital Strategy
Growth Strategy
Sales Enablement
Experience
Consultant, Marketing Strategy | Freelance | Sep 2022 – Present
Consultant, Product Marketing | Meta | May 2022 – Aug 2022
Focused on product growth, go-to-market and competitive strategy for Reels consumption, creation, and connection experiences.
Partnered with cross functional teams to create roadmap for product features impacting billions of Reels users worldwide (teams included product management, user experience research, data science, and engineering).
Delivered market intelligence on short form video competitors, providing guidance for building out differentiated product features to increase overall Reels consumption and creation.
Created messaging and positioning guidelines to deliver consistent narratives across Reels audience communications.
Built out marketing systems to align team projects and initiatives, identify areas of opportunity & prevent duplicated efforts.
Sr Manager, Product Marketing | OpenVPN | Aug 2021 – Nov 2021
Led product marketing strategy and execution for consumer and business SaaS solutions in the networking and security space.
Revamped homepage design and content to modernize our web presence and increase brand awareness and demand.
Overhauled product pages to better communicate the value, benefits, and features of our solutions to buyer personas.
Created persona focused demand generation campaigns aligned to the various stages of the buyer’s lifecycle.
Partnered with customer success to convert prospects into customers by providing product focused content and collateral.
Built core content repository to guide positioning, messaging, collateral creation, and content mapping efforts.
Career Sabbatical | Feb 2020 – Jul 2021
Focused on personal development goals, professional growth projects, and spending quality time with myself, family, and friends.
Implemented systems to practice a growth mindset, improve emotional intelligence, and be more impactful with my time.
Leveraged my professional experience and knowledge to create playbooks and toolkits for different areas of business.
Implemented strategies to continuously learn, improve and innovate both personally and professionally.
Manager, Product Marketing | Egnyte | Jul 2018 – Jan 2020
Led brand awareness, product marketing, sales enablement and competitive intelligence strategy for content collaboration, data protection and infrastructure modernization SaaS solutions in the media & advertising vertical.
Provided product, sales and marketing strategy for portfolio of SaaS solutions (with revenues of over $100 million ARR) in the media & advertising, construction, life sciences, and finance industries.
Designed and executed strategy for new product offering (with focus on product, demand, intelligence and sales enablement) that helped 3X revenue and add over $1 million in sales.
Expert on the market, competition and buyers. Built and managed comprehensive intelligence repository, analyzed data and identified competitive advantages for product, marketing and sales strategies.
Developed detailed understanding of target customers and created buyer personas and buyer journeys to better execute on product development, go-to-market plans, and training and education programs.
Created simple and clear messaging to showcase company as a thought leader in the market. Positioned products and solutions to segmented audiences by communicating relevant value, benefits and features.
Mapped out website collateral needs for all stages in the customer journey with focus on increasing awareness and converting leads. Created engaging and actionable content for a variety of audiences in a variety of formats.
Equipped sales teams with the information, training and tools needed to successfully engage buyers throughout all levels of the buying process, and meet their individual, group and company sales goals.
Founder | Whiisper | Jan 2015 – Jun 2018
Boutique consulting agency providing transformative personal and professional life design advice using data and analytics.
Partnered with high performing professionals to leverage their education and expertise to rapidly grow their careers.
Worked with individuals to implement strategic lifestyle systems designed to accelerate the achievement of results by 10X.
Developed time and impact-based algorithms providing people with custom insights on their actions, behaviors and life.
Provided psychological training that destroyed and replaced limiting mental beliefs with the motivation to succeed.
Offered a modern educational curriculum focused on the execution tactics designed to deliver maximum impact on time.
Consultant, Strategy & Innovation | Mercedes-Benz R&D | Jul 2016 - Dec 2016
Focused on implementing marketing and business development strategy to increase awareness, drive demand and scale systems.
Doubled awareness of the MB/Via partnership as a premium ride sharing service alternative to public transportation.
Grew rider user base and app downloads by 39% through creative offline and online marketing campaigns and promotions.
Protected the brand and increased social audience engagement by 61% using tailored content for targeted audiences.
Led creative strategy and worked with agencies to create engaging content for every stage of the customer lifecycle.
Crafted irresistible copy that told a compelling story and motivated target audiences to take a specific action.
Collected data on executed tactics, analyzed results and used insights to focus on initiatives that provided highest returns.
Created strategy reporting processes that presented important data in a simple and easy-to-understand visual format.
Consultant, Brand Strategy | Freelance | Jun 2014 - Dec 2014
Focused on increasing brand recognition and awareness using a wide range of digital marketing strategies and tactics.
Advised the Sam Liccardo for Mayor of San Jose campaign on strategies for increasing voter outreach and voter engagement via owned, earned and paid media channels. Sam Liccardo was elected Mayor of San Jose in 2014.
Manager, Product & Digital Marketing | NTT | Jun 2013 – May 2014
Led high growth strategy for content creation, demand generation, communications, branding and sales enablement for US region.
Worked with executive leadership to create marketing strategy and supporting processes for rapid growth 50-person startup business unit. Shifted department’s focus to high impact projects and increased productivity by 30%.
Managed critical revamp (design and infrastructure) of US website with the goal of growing demand via owned, paid and earned channels. Shifted to a user-centered approach amplifying demand generation efforts and increasing leads by 18%.
Implemented sales enablement strategy that helped 25% of sales reps exceed their quotas. Led sales onboarding, training and programs. Conducted product education and worked cross functionally to put together yearly sales kickoff event.
Overhauled dated content library to bring together consistent branding and design across all channels. Created beautiful, compelling and easy-to-understand content and collateral for various stages of the buying cycle.
Partnered with product and marcom to have NTT represented multiple times in Gartner’s Magic Quadrant industry report.
Consultant, Demand Strategy | VMware | Aug 2012 – Jun 2013
Focused on increasing demand through the development, execution and management of B2B product and digital programs.
Helped generate 44K+ leads and $40.1M annually by executing highly targeted digital and social marketing campaigns.
Implemented social media strategy that produced 4% of enterprise-wide leads in 6 months, achieving $860K in revenue.
Positioned VMware as an industry leader and attracted new customers with trilingual online webcast program (32K attendees yearly) and interactive virtual conference sponsored by top Silicon Valley companies (16K attendees yearly).
Worked with product marketing to create customized content for webpages, webcasts, presentations and social collateral.
Partnered with external agencies to define creative for digital marketing channels (paid, earned and owned) and managed planning, execution and reporting.
Founder & Editor | TeslaShouldHire.me | Oct 2011 – Jul 2012
Built TeslaShouldHire.me, a site and social media project designed to capture the attention of hiring managers at Tesla Motors.
Executed “The Car Whisperer” marketing campaign which went viral and captured the interests of major media outlets (Autoblog.com and The Mercury News).
Personally designed and built every aspect of the campaign including creative, website, copy, photo, video and media.
Manager, Product & Partner Marketing | Jun 2008 – Sep 2011
Led marketing strategy for $51M product portfolio and served as liaison for Brocade and Tier 1 & 2 partners on product initiatives.
Developed marketing strategies that grew revenue 28% to $10.7M and market share by 16%, for a 114% ROI in 2 years. Aggressively managed and allocated $100K budget on marketing initiatives based on importance.
Drove successful product launches by streamlining communications between Brocade and partners, arming sales teams with the tools to optimize every interaction with customers, and introducing digital marketing strategy into launch plans.
Led portfolio pricing strategy and negotiations with partners, and made price modifications to maximize profit, margins and market share. Analyzed demand, trends and competitor tactics to gather insights and determine future strategy direction.
Significantly improved relationship with Tier 1 partner by launching microsite with customized product content. Created compelling collateral for multiple audiences (sales kits, presentations, whitepapers, datasheets and solutions briefs).
Education
San Jose State University – Bachelor of Science in Business Administration, MIS concentration