Professional Experience

MOBE LLC, June 2023 - Current

Senior Marketing Manager, B2B

Partner with the Commercial Sales Team to develop and implement go-to-market strategies aimed at business growth and expansion for this emerging company in the health and wellness industry.
Oversee demand generation campaigns across various channels, including content creation, audience segmentation, tactical execution, testing, forecasting, measuring and reporting.
Lead strategy and execution for live and virtual events, such as trade shows, webinars, and speaking engagements, focusing on large employers and the healthcare payer market; achieved a 55% increase in lead generation year-over-year and a 35% growth in the sales pipeline.
Directed a cross-functional team in mapping, documenting, and executing the company’s first ever comprehensive lead handling process organization-wide.
Oversee and coordinate with external partners managing paid digital campaigns and public relations efforts, ensuring alignment with strategic goals and optimizing campaign performance.

Marketing Manager, U.S.

Collaborated with cross functional teams to establish go-to-market strategies to support new business, expansion, and retention for the North American audiences of accounting firms, corporations and government entities.
Developed and executed integrated marketing campaigns to increase engagement, grow sales pipeline, and support MAS, SAL, and revenue goals for the U.S. market.
Collaborated with the product marketing team to identify target audiences, personas, campaign messaging, content needs, sales enablement material, and competitive positioning.
Partnered with the marketing automation and digital marketing teams to define targeted audience segmentation, retargeting criteria, and develop automated campaign nurturing sequences to drive prospects through the funnel.
Partnered with internal and external cross-functional teams to build campaign playbooks including lead assignments, outbound prospecting processes, supporting channel activities and meeting pipeline goals.
Analyzed campaign performance throughout the funnel and optimized efforts for new opportunities.
Managed marketing programs with the AICPA/CPA.com to promote auditing and accounting solutions through integrated marketing campaigns, client-facing programs, and in-person and digital event sponsorships.
Achieved FY ‘22 goal of closed won deals with a 15% increase over prior year.

Campaign Management Lead, January 2021 – September 2021

Led the Corporates Risk Campaign Management team to develop and execute integrated, multi-channel campaigns that increased engagement, grew demand, and drove prospects through the buyer’s journey.
Managed $1M in annual budget and ensured optimum campaign ROI.
Exceeded annual MQL goals and achieved double digit growth in the Division.

Senior Marketer/Demand Generation, March 2019 to December 2020

Strategized and built multi-channel demand generation campaigns for Legal Solutions that drove awareness, continually fed the sales funnel, and increased SQL conversions.
Measured and optimized campaigns using digital marketing technology tools that provided insights to improve campaign performance and maximize ROI.
Evaluated and tested new marketing channels and technologies to improve targeting and lead acquisition.
Ensured performance of campaigns aligned with overall business goals to meet MAS targets. In 2020, achieved 188% MAS goal.
Earned the Marketing Rock Star Award for achievements in 2020.

Senior Product Marketer, September 2017 – March 2019

Responsible for strategy, design, and execution of multi-channel lead gen/awareness campaigns that supported the business goals. Contributed 62% of marketing attributable leads in 2018.
Worked with marketing and sales teams to recommend, plan, and implement demand generation initiatives to drive awareness and create leads.
Instrumental in the new design and rebuild of the website including content creation, campaign landing pages, SEO optimization and website analytics.
Identified and built sales enablement tools including a value-based ROI web tool, financial business case reports, and checklists to assist in shortening the sales cycle and aiding the buyer’s decision process.

Senior Marketing/Communications Specialist

Managed B2B marketing/communication plans that supported the goals and objectives of the Pest Division for the Food & Beverage, Food Retail and Healthcare market segments, resulting in double digit growth for the Division.
Collaborated with cross-functional teams to drive sales and promote value-driven messaging across all channels, including virtual and live events.
Developed sales enablement tool kits for new program launches including print and digital collateral, web content, videos, training, and internal/external communications.
Responsible for digital marketing and content management on Division’s website and intranet site.
Launched the company’s first-ever customer portal website and executed campaigns to large global corporate accounts to promote adoption and increase usage.
Received the Ecolab Marketing Excellence Award in 2016 for building and launching the new Corporate Account Executive Business Review which included data compilation, data presentation, and building a scalable and automated process to deliver key information to our key strategic accounts.

Senior Marketing/Communications Specialist

Created targeted, multi-channel lead generation campaigns to promote products using direct mail, email, webinars, public relations, social media, and advertising.
Tracked leads through Salesforce.com and collaborated with the sales team to create outreach sequences and nurture campaigns at various stages in the sales pipeline. Measured effectiveness of campaigns and ROI.
Developed sales enablement toolkits including sell sheets, white papers, case studies, videos, and presentations.
Worked with sales leadership to develop and launch a new Top 100 Account Management program to create personalized experiences and build stronger relationships with these high-value accounts.

Co-Owner/Marketing Manager & Business Development

Developed and executed the strategic marketing plan for this growing, family-owned real estate investment business with more than $6M in sales.
Created marketing collateral, executed lead-generation campaigns, managed websites, and tracked leads to help achieve sales objectives.
Identified opportunities for investment via research and market analysis.

Marketing Database Specialist, September 2000 to April 2003 (relocated)

Implemented the company’s first CRM system to manage sales pipeline opportunities and target prospects.
Partner with the sales team to identify total addressable market, develop sales playbooks and create effective sales outreach programs.

Marketing Manager, February 1998 to August 2000

Executed the strategic marketing plan with the goal of identifying and reaching new target customers, driving engagement, and delivering successful business outcomes.
Provided team leadership for an eight-person team that responded to more than 100 Government RFPs annually.
Coordinated marketing/communications initiatives including the development of sales enablement tools, advertising, public relations, website, trade shows, customer conference, and lead generation campaigns.
Worked with cross-functional teams to strategize, ideate, execute, and launch a new company brand identity, logo, and website.