About
An experienced cross-disciplinary communication and marketing professional, I have spent over a 15 years leading and designing creative marcom campaigns and crafting brand stories that garner attention and grow brand loyalty for both B2B and B2C audiences.
From strategic direction, ideation, planning, and execution, I focus on understanding target markets to achieve business goals and generate revenue. Additionally, I am a proven leader and manager, having successfully grown and managed departments, an agency office, and vendors. I’ve also successfully worked departmentally with product, design, engineering, business development, and sales teams.
Software and Systems Competencies
General: Google Suite, Microsoft Suite
Marketing Types: B2B, B2C, lighter experience with B2D
Project Management: Notion, Airtable, Asana, Basecamp, familiarity with Jira
Design: Canva, Photoshop, InDesign, familiarity with Illustrator, Final Cut Pro, iMovie
Product Development: Balsamiq, Invision, Figma
Communications: Muckrack, Cision, Sprout Social, Hootsuite, MailChimp
Social Media: Instagram, Twitter, Facebook, LinkedIn, Reddit, Discord, familiarity with Pinterest, Tiktok
Virtual Events: Zoom Webinars, Twitter Spaces, Hopin, Bizzabo, Brella, Crowdcast
CMS: Drupal, Wordpress, SquareSpace, Webflow, Sanity
CRMs: Hubspot, familiarity with SalesForce
CSS: Zendesk, Hubspot
AI Tooling: ChatGPT, Jasper
Work Experience
MESSARI, Head of Marketing
March 2021 - July 2023
NEW YORK, NY | REMOTE
Pioneered marketing department by creating processes, shaping brand identity, defining customer personas, and crafting integrated strategies that focused on B2B growth and retention utilizing a marketing mix of content, events, PR, social media, email and paid media
Developed and executed comprehensive 2-year hiring plan, resulting in the recruitment of 9 high-performing marketing team members,
Achieved ~82% increase in ARR YoY during tenure (2021-2023) through execution of integrated B2B/ABM campaigns, quarterly brand activations, and customer conferences and events
Boosted lead pipeline by ~15% MoM by partnering closely with the sales and customer success teams to devise sales enablement materials and strategies across a variety of content vehicles (utilized mixes of email, webinars, landing pages, case studies, event sponsorship activations, ABM efforts, etc.)
Advised execution of GTM campaigns for 5 major products, and 40+ minor product updates over 2.5 years, leveraging integrated marketing efforts to ensure the most comprehensive outcome in adoption and usage
Steered 4 marketing units within the department including digital marketing (managing $100k/m budget), brand marketing (execution on 2023 rebrand, 15 person thought leadership program), product marketing (5 launches, 40+mini), events (execution on $2.4m rev gen user event, Mainnet)
Drove development for data transformation efforts by coordinating with data warehouse team/subject matter experts to integrate critical software for sales tracking, customer insights, and marketing attribution
Served on leadership team, collaborating on strategic planning and decision-making, providing insights and contributing to company-wide initiatives that drove business expansion, market dominance, and geographic expansion efforts (EU, Canada, and research for LatAm and Singapore)
WACHSMAN, Interim Senior Director, Head of Office
May 2019 - APRIL 2020
NEW YORK, NY | ONSITE
Achieved 20% revenue boost during tenure by transforming servicing processes, and broadening client pipeline to adjacent verticals
Increased employee retention and satisfaction rate by 25% by streamlining internal systems, processes, and protocols across global offices (Ireland, Singapore, United States)
Developed service expansion plan, and began execution of hiring to increase our serviceable footprint to include content marketing, social, experiential, influencer, and partnerships/co-marketing
Boosted client satisfaction rates by 47% by my departure by teachingDirectors and Senior Consultants effective and consistent client servicing techniques, from on-boarding, service life, and re-scoping lifecycle
Led and serviced between 7-13 clients at any given time providing both strategic development and direction and assisted with tactical needs including media pitch development, media training, social media calendar content creation and execution
Managed between 5-10 employees at any given time, focusing on regular review cycles, growth discussions and areas for improvement
SHAPESHIFT, Head of Marketing
November 2014 - May 2019
Denver, CO | Zug, Switzerland | ONSITE
Developed, managed and scaled customer support, business development, and people operations teams into independent departments over a 2-year period
Played a pivotal role in scaling the company from 1 to 130 employees expertly managing operational and communication aspects of rapid expansion
Pioneered the role of Marketing Executive by developing hiring strategy, defining and creating processes, and crafting marketing strategies that focused on brand expansion, retention, and acquisition
Launched ShapeShifts brand in LatAm and EU, creating activities that provided us with market dominance
Influenced revenue growth by ~80% YoY and consistent MAU by directing a 13-member marketing department of brand, digital, product marketing professionals, who executed on 12+ campaigns (3 GTMs, quarterly brand awareness campaigns, bi-yearly partnership pipeline campaigns)
Led the planning and execution of issues management scenarios involving: website hacking (2016), mass layoff (2018), regulatory reactive media handling efforts
Developed creative and effective content, such as: CoinCap product release promo spot “There’s Never a Bad Time for Crypto”, weekly product Instagram live program “ShapeShift Weekly Roundup,” and "Down the Rabbit Hole" film series
Industry Verticals
Consumer Tech
Enterprise/B2B Tech
Blockchain Tech
Finance Tech
Hospitality & Tourism
Education
College of Charleston | '09 Bachelor of Communications Focus on Journalism/PR Graduated with Honors