marketing
SEO • CRO • PPC • UX • brand • web strategy
Over the last 12+ years, I've led digital marketing, web strategy, brand+creative, CRO, SEO and advertising for high growth B2B SaaS companies.
Collaborating with and leading cross-disciplinary teams of marketers, creatives and technical colleagues, I've led the redevelopment of several corporate websites, overhauled and scaled high performing multi-million dollar digital advertising strategies, and roadmapped SEO and CRO initiatives that deliver high intent new user acquisition while avidly elevating rates of success across the sales and marketing funnel.
Collaborating with and leading cross-disciplinary teams of marketers, creatives and technical colleagues, I've led the redevelopment of several corporate websites, overhauled and scaled high performing multi-million dollar digital advertising strategies, and roadmapped SEO and CRO initiatives that deliver high intent new user acquisition while avidly elevating rates of success across the sales and marketing funnel.
Below are some use-cases from each of the companies and what I accomplished during my time there.
I am available for consulting work on a select basis. Please reach out if you'd like to talk marketing.
focus disciplines
Digital Marketing
As a Director of Digital Marketing, I've built, managed and roadmapped multi-armed digital growth initiatives that overhauled entire web platforms (CMS, tech stack, infrastructure), solidified and scaled SEM across both paid and organic, collaborated across sales and marketing to increase down funnel conversion rates (from inquiry > MQL > opportunity > closed won), and evolved digital teams to become Centers of Excellence to strategize and execute on integrated marketing campaigns.
Web Strategy
Websites are at the core of my background. As a content and web manager at my very core and since the beginning of my career, crafting websites with scalable CMS architectures that empower a team of marketers to own the doorstep to user engagement for a company is one of my sweetest spots. I understand the power of having a dedicated web team that is technically advanced to make alchemy happen on the website, while appreciating the marketing business requirements behind those initiatives. It is my core philosophy that without a roadmap, agile sprints (not rigid), tight alignment with marketing operations to empower the platform and transparency with marketing leadership, the web strategy will be doomed to reactiveness.
Brand & Creative
Direction
Direction
Rebrands and redesigns were the reason for three of my digital marketing career moves - and likely a few gray hairs. But I would be lying if I said I did not enjoy the UX research component of interviewing users to uncover bottlenecks in their digital journey, prototyping and wireframing web design, exploring brand identities with executives and key stakeholders, and seeing a once new brand grow and evolve into an even more powerful entity. To me, consistent, intentional and stimulating brands are the lifeblood of all marketing. At Delphix, I led a team of designers to execute on web designs, integrated marketing collateral (ebooks, white papers, briefs, etc.), event marketing booths and packages, video spots for digital campaigns, and the beautiful imagery that took our ABM and display advertising to the next level. At Lever and Sumo Logic, I directed the UX and design overhaul and avid testing of our web properties to maximize conversions and engagement.
Conversion Rate
Optimization (CRO)
Optimization (CRO)
A/B testing, growth hacking the funnel, UX research panels, and active feedback loops with sales and product marketing to understand customers' pain points all make up the building blocks of the CRO strategy playbook that I take to any marketing organization. To fly at CRO, available design and development resources are the necessarily fuel to power even the most powerful platforms or tools. To make sense of your testing, tight analytics and an understanding of the down funnel impacts beyond just simple conversions at the front-end can make sure you're not just increasing inquiries at the expense of MQLs and other metrics that increase revenue. At Delphix, Lever and Sumo Logic, an agile CRO strategy allowed us to model and hit new levels of growth for marketing.
Search Engine
Optimization (SEO)
Optimization (SEO)
SEO is not black magic. Rather, it's the consistent application, measurement and iterating of technical and creative disciplines to drive scale of organic search traffic to a website PLUS conversions from that acquisition channel. Whether I've managed the content marketing function on my digital team, or collaborated with an independent content marketing team, we've made SEO an intersection of organic search opportunities and UX. SEO is not just about gaming the system for more clicks through Google; it's about engaging your users and keeping them on the page and getting them to come back to make their way down the funnel.
PPC & Advertising
Managing PPC, display, ABM advertising and paid social at a startup or mid-sized organization are some of the biggest challenges in marketing professions. You're going up against gorillas in your space that likely have 10x the funds and brand that you have. I've been able to overhaul, audit, rebuild and scale digital advertising programs that are built on strong building blocks: core, high-performing branded acquisition (you can't do well unless you're driving scale on your home turf), a plethora of well optimized landing pages for every non-branded keyword term that could smartly acquire a user, driving strong quality scores, and aligning SEO to your paid search strategy for help leverage stronger benefit from the search engines. From there, fine-tuning down funnel conversions per campaign feedback helps minimize waste even when great CPLs are achieved on the front-end.
