VP of Marketing for Hire, Strategic Digital Advisor and Content Publisher, 2008 - present
IMPACT: Zero revenue to six-figure income in nine months. Applied proven strategies powered by marketing automation technology.
Published digital marketing tips and strategies which converted traffic, grew sales, built a brand, created products and numerous speaking opportunities.
» STARTUP TO PROFIT: Zero revenue to six-figure income in nine months. Applied proven strategies powered by marketing automation software.
» LEAD QUALIFICATION: Successful campaign of driving qualified prospects to partner sales teams, averaging $500 to $2000 per sale.
» MARKETING AUTOMATION: Implemented comprehensive automation software & optimized making website an autopilot passive revenue generator.
» CONTENT STRATEGY & COURSE CREATION: Created multiple online courses, and developed a strategic content publishing plan to maximize success of the launch.
» PUBLIC SPEAKING: Presented at 40+ workshops and several regional and national conferences/events with audiences of 20 to 2000 attendees.
» SOCIAL MEDIA: Took personal public figure Facebook page to 100+K likes in 45 days, grew other social profiles to over 50,000 followers.
VP of Marketing, 2014 - present
IMPACT: 20.2% conversion and internal momentum going into the next phase, created buzz with investors, and springboard for angel investor discussions.
Leading product launch and strategic initiatives, leveraging technology and marketing automation to attract, & convert web visitors to lifetime customers.
» LAUNCH EXECUTION: "Roll up sleeves" mentality in executing strategy with team over several weeks. Leveraged marketing automation to inform appropriate launch activities.
» STRATEGIC GO-TO-MARKET PLAN: Developed plan bringing product to market through a beta user group. Including traffic conversion strategy (coordinating with Dev team), email marketing strategy, and a technical support strategy designed to "fascinate" customers.
» METRICS DEVELOPMENT/NPS: Created SaaS metrics dashboard for launch and post launch business activities. Introduced Net Promoter Score (NPS) as key business metric, created strategy for deploying in user environment, complete with follow up campaigns based on NPS ratings.
» BRAND CREATION AND DEVELOPMENT: From concept to logo, worked with executive team to brand product for commercial launch. Tied to company mission, vision, and values. Included negotiation and acquisition of premium domain names.
Director, Regional Biz Dev, 2011 - 2013
IMPACT: 413% growth of customer footprint in 2 yrs.
Acted as regional CEO, launching companies first ever GoLocal initiative in Colorado.
» MARKETING EDUCATOR: Developed & delivered curriculum to local businesses, partnered with influencers, delivered content to their audiences.
» RECRUITING ENGAGED PARTNERS: Built a base of 70+ local advocates and partners to support customer ecosystem and promote upcoming workshops and events.
» MEASURING IMPACT: Understanding sales cycle duration, customer acquisition cost (CAC), and other metrics associated with those touched by local marketing initiatives vs. those who weren’t. Reduced avg CAC by 5x.
» PR/THOUGHT LEADERSHIP: Established Infusionsoft as the regional thought leader for strategies and tactics for small businesses growth. On radio numerous times, online TV shows, and engaged with local influencer organizations (Denver Metro and other chambers).
» SCALING: As the first regional market to come online, common lessons learned were applied to 4 other regions, shortening ramp time.
Database Hero Group
Senior Solutions Sales Consultant and CRM Coach, 2001 - 2011
IMPACT: Ignited a ‘brochure’ website with marketing automation & e-commerce, growing from $0 to $500,000 in two years.
Provided technical and marketing consulting and training services for customers of Infusionsoft marketing automation (SaaS) software and Sage ACT!.
» OPTIMIZED MARKETING CAMPAIGNS: Ignited a ‘brochure’ website with marketing automation & e-commerce, growing from $0 to $500,000 in two years.
» CONSULTING REVENUE GROWTH: Successfully converted a consulting business from hourly model to package model, doubling revenue.
» SELLING, COACHING, & CONSULTING: Became an outside partner to businesses who wanted to expand through marketing automation. Sold high-ticket, high-value consulting services. Served clients by developing growth strategies which leveraged technology and marketing automation to drive revenue.
» DATA MAPPING & CONVERSION: Supported clients data technical needs for reporting, data conversion and analysis.
» PUBLIC SPEAKING & TRAINING: Trained entire organizations on the software, spoke to sales organizations on the merits of tech to close deals.
» CERTIFIED PARTNER: First certification class of Infusionsoft Certified Consultants (ICC), Sage ACT! Certified Consultant (ACC).
Dell Software (NetPro Computing)
Senior Product Manager. A blast bringing relevant customer and prospect needs to bare in product features., 1999 - 2001
IMPACT: Worked with sales and development for flagship product revenue growth of 20% while managing “scoping to selling” launch of a new product.
Provided management of NetPro’s flagship product, DS Expert. Early graduate of the Pragmatic Marketing Institute. Spearheaded cutting edge data gathering approach to create market-driven product roadmap.
» Product Requirements Gathering: Developed profitable roadmap of established product, while creating a new product strategy from scratch.
» Leading Cross-Functional Teams: Maintaining good relations with engineering, marketing, and sales, while keeping executive team abreast of product development progress. Built trust, had fun, while doing amazing work along the way.
» International: Product considerations regarding localization, currency, etc., while working with cross-functional & cross-cultural teams.
» Project Management: Measured and monitored progress toward goals, working with team to identify and mitigate gotchas throughout development.
» Revenue Growth: In spite of market dynamics, product revenue grew by 20+%, partnered with sales reps to land several large global 2000 customers.
» Internal Training and Alignment: As a part of the ramp to launch day, facilitated training for PMMs and sales staff so they were ready at launch.
» Launch Management: Was project manager and co-lead with PMM on everything related to the product beta and launch period.
» PR and Industry Relationships: Was interviewed and engaged by industry publications and collaborated with PMMs on everything PR.
Sales Engineer, Senior Consultant, Network Architect, 1995 - 1999
IMPACT: Contribution to revenue growth from $1M to ~$4M over 4 years.
Provided consulting, training, and implementation services for businesses seeking to leverage IT to grow their business. This involved relationship selling, project management, and intimate account management.
» Upsell and Cross-Selling: Ongoing management of the implementation with maintenance agreements, cross-selling, and upselling at times appropriate for the business.
» IT Businesses Assessments: Getting current state, and ideal state information in order to make achievable recommendations that satisfied requirements on time and on budget.
» Project Management: Building an internal team of implementers to manage and execute promised deliverables.
» P&L Responsibilities: Understanding the profit drivers for a given project and monitoring them to ensure project maintained acceptable margins.
» Account Management: Keeping client point of contact abreast of relevant information as to project status, timeline, and any unexpected items. Ensure client is trained and satisfied to regard project a success.
» Industry Certifications: Novell NetWare 3x, 4x CNE, and GroupWise certifications, Microsoft MCSE, 3x, 4x, Vinca (server mirroring) CE, Citrix Engineer-Level Certification