BACKGROUND
Specialties: Artificial intelligence, B2B marketing strategy and analytics, growth stage startups, branding, social engagement and advertising, product marketing, content creation, GTM strategy, demand generation.
Strong leader with more than 20+ years of experience managing highly productive teams
Unique mix of experience that includes traditional life cycle marketing and get-it-done guerrilla marketing
Understands the competitive marketplace, technology, innovations and trends in the SaaS, travel and media industries
EXPERIENCE
Fractional CMO | Sion
Remote | 2023 - Current
Advisor | Moxi Loxi
Bay Area, CA | 2023 - Current
Founder | A25
Bay Area, CA | 2023 - Current
Vice President, Marketing | Deem
Bay Area, CA | 2017 - 2023
Developed & executed brand and marketing strategy aligned to company mission & goals
Led and mentored a team of seven marketing professionals in operations and creative roles
Owned brand identity, messaging and persona development
Oversaw a multichannel budget of $3M that drove a 67% increase in MQLs / SQLs
Launched flagship product/brand that drove a 20% increase in brand awareness
Launched a partner marketing program that increased reseller ARR by 15%
Led media relations with coverage in trade outlets, Wired & Fast Company
Owned positioning, and content strategy - increased LinkedIn followers by 500%
Positioned executives as thought leaders & secured 20+ speaking roles
Developed G2 review program that drove 150+ 4.5 star reviews and multiple #1 awards
Managed live and online event planning and execution driving $20M in pipeline
Developed analyst programs with Gartner, Forrester, CB Insights, and IDC, which led to market leader categorization
Worked collaboratively with senior leadership, cross-functional teams, and external stakeholders to complete multi-function programs
As executive chair of DE&I committee, fostered a collaborative work environment and improved corporate diversity metrics
Industry speaker and mentor
HIGHLIGHTS: Leading the rebranding of Deem, launching the Etta platform, hosting Deem’s virtual summit, Miles Ahead, and building the sales development team to drive MQLs and SQLs
Guest Lecturer, Stanford University
Stanford, CA | 2017 – 2019
Vice President, Marketing | Northstar Travel Group
New York, NY | 2013 - 2017
Managed a team of 12 people, seven brands & budget of $4M
Led marketing strategy that drove a 21% increase in pipeline
Launched seven new events & programs, helping expand target audience & drive revenue from $30M to $125M
Led the rebrand for three key portfolios
Worked with executive suite to define product and GTM strategies
Partnered with business leaders and sales teams to develop custom campaigns and solutions
Collaborated with design group and agencies on the development of branding, digital assets, sales materials, and collateral
Onboarded new acquisitions and develop marketing partnership
HIGHLIGHTS: Leading the rebranding of CruiseWorld, Phocuswright and Travel Weekly China, launching seven new events
Director, Marketing | Phocuswright
New York, NY | 2009 - 2013
Managed a team of three & oversaw budget of $1M
Led a marketing automation strategy that drove a 19% increase in pipeline
Built & led the promotion strategy for a new digital product, driving +1,000 MAUs in the first year
Launched the Young Leaders Summit at the Phocuswright Conference that contributed to a 25% increase in attendance
Developed partnerships, agency relationships and special programs
HIGHLIGHTS: Breaking conference registration record by 37% in 2011, leading the Phocuswright rebranding effort
Director, Marketing and Technology | Stay Aspen Snowmass
Aspen, CO | 2007 - 2009
Led the marketing and technology teams
Developed creative concepts for diverse marketing campaigns
Defined marketing and technology strategy, including print/online advertising, brand identity, events, public relations, web analysis, SEM and SEO
Directed creative/technology projects and manage budget
Developed new technologies, including website, mobile applications, phone and server software/hardware
Consolidated community partners for joint projects
HIGHLIGHTS: Winning the Gold Addy award for the Aspen/Snowmass vacation planner and increasing website traffic by 57% in 2008
National Sales Manager | Aspen Skiing Company
Aspen, CO | 2002 - 2007
Managed and direct efforts to achieve sales and profit goals within a geographic territory
Coordinated marketing efforts, including direct mail, collateral, advertising, and website design
Led project teams and sales staff
Led event planning, promotion and execution
HIGHLIGHTS: Increasing group sales 27% in 2005 and 15% in 2006, winning three major council RFPs in four years
Communications Manager | Totalcare Industries
Canberra, Australia | 2000 - 2002
Managed media correspondence including press releases, events and interviews
Developed corporate publications, including newsletter and customer communication
Coordinated corporate events
Managed Olympic-sponsored team, and developed related content and promotions
