Fractional CMO

Marketing Advisor

B2B SaaS Marketing

Fractional CMO and Marketing Advisor with over 17 years of experience in developing and implementing B2B and B2C marketing strategies in a complex multi-touch customer journey to grow brand awareness, optimize demand generation, increase customer account acquisition, and reduce customer churn.

I find the right people in the right companies, understand who they are and what keeps them up at night, then create personalized Marketing programs, events and collateral to have meaningful conversations, surprise and delight, and build relationships based on trust and mutual benefit.

I'm inspired by collaborating with passionate team members in companies that make a positive impact on the world and change the human experience through innovation and technology.

My diverse experience in various industries and markets gives me a unique, global, and broad perspective, which allows me to adapt quickly and approach challenges from a different angle.

Key achievements:

  • Managed agency client-facing delivery for enterprise B2B clients, and served as chief strategist in the areas of: Marketing strategy, branding and core values, product/service marketing, website strategy, target market identification, social media strategy, and Account Based Marketing.

  • First marketing hire in fintech and a VoIP company and built up the marketing function to grow the company brand, increase customer and partner acquisition.

  • Launched blog and social media channels to position the company as a thought leader, growing social channels by 135% and website visitors by 60%.

  • Developed demand gen campaign to drive sales pipeline and grow revenue (accounting for 40% of total revenue).

  • Created and implemented ABM programs which generated new leads and re-engaged dormant house accounts to create sales opportunities valued at $380,000.

  • Developed a channel partner portal (from specs to launch) to educate 450 partners on VoIP solutions and assets.

  • Launched 200 regional and local environmental and educational community projects for Starbucks.

Whether you are an early stage startup with product market fit that needs some support on the messaging front or a scaleup with an internal marketing team that needs some strategy and program support, I can help.

Career Summary

 

  • Supporting SMBs and Entrepreneurs with their marketing needs

    Advising Kinnd Platform with development of Marketing strategy and product marketing, brand awareness and media outreach.

  • • Managed a team of three Regional Marketing Managers and two agencies to launch, track and optimize campaigns and achieve pipeline value targets.

    • Built Demand Gen-focused, multi-channel, ABM marketing campaigns for identified ideal customer profile to enhance brand awareness and drive SQLs, deals, pipeline value, and revenue.

    • Managed launch of thought leadership channels including podcast and LinkedIn Ambassador program across the organization.

    • Collaborated with the Product Marketing and content teams to optimize messaging and promote content for targeted keywords or phrases in order to increase MQL/SQLs generated from our core campaigns.

  • • Advising enterprise B2B clients on Marketing strategy, branding and core values, product/service marketing, website strategy, target market identification, social media strategy, and Account Based Marketing.

    • Managing all client-facing delivery that exceeds their expectations instils total confidence in the client regarding the strategic and logistic handling of their accounts, projects and campaigns.

  • First Marketing hire and grew the Marketing team to 3 (writer, designer, and developer) to build the Merrco and Payfirma brands and assets, support sales team, generate leads, increase customer acquisition and revenue, acquire channel partners and support expansion strategy.

    • Worked with leadership, product and sales teams to create marketing and communication strategies to develop brand and product story, spread brand awareness and generate demand.

    • Enhanced brand awareness through press releases, event participation, speaking engagements for company CEO and award nominations.

    • Built collateral library to support sales and company needs including product brochures, partner brochures, presentation decks, landing pages, RFP proposal templates, customer and partner video testimonials to support sales and partners.

    • Developed and optimized web copy (SEO) to differentiate offering for customers, partners and prospects, growing website visitors by an average of 60%.

    • Launched Merrco blog and social media channels to position Merrco as a subject matter expert in cannabis payments, growing channels an average of 135%.

    • Developed and launched digital (Google, banner and LinkedIn ads, landing pages, conversion rate optimization) and direct mail (Account Based Marketing) campaigns to generate demand, drive sales pipeline and grow revenue, accounting for 40% of total revenue.

    • Worked with operations team to enhance Pardot/Salesforce automation to inform decision-making with a data-driven approach.

    • Consolidated marketing resources (freelancers and agencies) to reduce department costs and improve quality of deliverables.

  • Planning and implementing highly targeted ABM programs that create meaningful engagements with prospects to generate demand, drive sales pipeline and grow revenue through relevant messaging and content, drip campaigns, events, and direct mail.

    • Partnering with sales executives to understand target accounts challenges and create a target account ABM strategy, program and personalized assets. Programs generated new leads and re-engaged dormant house accounts to create sales opportunities valued at $380,000.

    • Creating education and nurture drip programs with progressive profiling to qualify, educate and re-engage leads and validate solution/prospect fit.

  • First Marketing hire and grew the Marketing team to 5 (writer, designer, coordinator and 2 developers) to build the babyTEL brand and assets, support sales team, generate leads, increase customer acquisition and revenue, and acquire channel partners.

    • Created marketing and communication strategies for B2B and B2C VoIP product launches.

    • Developed and launched digital campaigns (Google, banner and LinkedIn ads, landing pages, conversion rate optimization) generating over 4,000 new users representing $108,000 added annual revenue.

    • Optimized web copy (SEO), responsive web design, user signup flow and interface and managed the design and development team to implement optimized signups and webpages to meet company KPI's.

    • Developed babyTEL blog, social media and email newsletter strategy, managed and curated weekly email newsletter with tech and business articles for 5,000 customers and partners with 34% open rate.

    • Developed babyTEL University from specs to launch, an educational portal for over 450 babyTEL partners to learn about babyTEL services.

  • Managed Starbucks Communications and Corporate Social Responsibility across 9 countries in the Middle East region focusing on youth empowerment, sustainability, and environmental conservation.

    • Led the operations team to develop and implement 200 award-winning community projects across the Middle East in line with Starbucks international CSR focus.

    • Developed and delivered presentations, training, proposals, and community outreach materials to senior management and store staff across the Middle East.

    • Planned and executed an annual reforestation project as part of Starbucks’ environmental platform with partners, media, and customers resulting in 140,000 square meters of replanted forest.

    • Developed 13 issues of The Coffee Press Starbucks Quarterly Newsletter to highlight community successes in the region.

  • Drafted web SEO copy, articles, press releases, IT product brochures, website content, e-newsletter and event collateral to increase brand awareness and engagement and grow customer base.