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Marketing Portfolio and
Work Samples

Tech Experience

  • Technology

  • Start-up

  • B2B Software-as-a-service(SaaS)

  • Cloud Computing

  • Internet

  • Cybersecurity

  • Enterprise

  • Health-tech

  • Biopharma

Specialties

  • AI Marketing

  • Product Marketing

  • Go-To-Market Strategy

  • Partner Marketing

  • Customer Marketing

  • Sales Enablement

  • Content Marketing

  • Integrated Marketing

  • B2B SaaS Marketing

  • Product Lifecycle

  • Segmentation

  • Customer Insights

  • High-Impact Presentation

  • Leadership

Technical Skills

  • AI Tools

  • LinkedIn Ads

  • Facebook

  • Twitter

  • Salesforce

  • WordPress

  • Workfront

  • Pardot

  • Mailchimp

  • Sprout Social

  • Adobe Acrobat

  • Active Campaign

  • Hubspot

  • Google Ads

  • SEO Copywriting

Work Samples

Product Marketing Lead
Project #1

Background: Led a team of product marketers, operations, and designers for one of the agency's largest SaaS clients - a leading modeling software company

 

Role: Oversaw the product marketing team and led the product marketing strategy, including crafting a value proposition, positioning, messaging, competitive intelligence, persona and segmentation, sales enablement, and website audit

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Stakeholders: External product directors, customer success team, sales

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Deliverables:

  • Managed client relationships for the agency, conducting client kickoff presentations, facilitating discovery meetings, and organizing weekly external syncs

  • Conducted multiple workshops and managed post-workshop deliverables, including Ideal Customer Profile (ICP), Jobs-To-Be-Done (JTBD), and Persona workstreams, while also providing training for associate Product Marketing Managers (PMMs)

  • Led a team in employing primary and secondary methods to identify positioning and messaging strategies

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Results: ​​

  • Pioneer new revenue streams for the product marketing agency, introducing a new ICP workshop and collaborating on the development of a new competitive intelligence workshop

  • Implement new processes such as pre-workshop research, structured workshop agendas, and mid-project check-ins

  • Provide training and guidance to product marketers and present to leadership on company differentiation, positioning, and customer segmentation, which led to the redesign of the company's website and content marketing

Customer, Partner and Content Marketing
Project #2

Background: Hired to launch the Customer and Partner Marketing for a SaaS firm based in the Silicon Valley

 

Role: Led the marketing campaign, including strategy, tactics, and content creation

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Stakeholders: VP of Product, Chief Revenue Officer, VP of Channel Sales, sales development representatives (SDRs), product managers, and engineers

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Deliverables:

  • Construct, implement, and enhance national marketing initiatives to maximize outreach and sales for SaaS cloud-native products, increasing overall brand awareness and lead generation

  • Design creative sales tools, including presentations, trend reports, kitted assets, product data sheets while directing successful SEO and link-building campaigns to increase the website credibility and traffic

  • Develop trailblazing Partner and Customer strategy initiatives, creating various programs for technical consultations, peer connection, incentive program, spotlight program and review campaigns to increase customer engagement and drive firm profits

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Results: ​​

  • The newsletter's actual marketing qualified leads (MQL) was 108% over planned MQL within two weeks and grew subscribers by 44%

  • Play a key role in the expansion of channel partnerships, directing marketing campaign strategies such as email drip campaigns, SEO display ads, webinars, and events, indirectly contributing to a 150% partner base growth 

  • Launch four Customer Marketing program initiatives within seven months of joining the firm

  • Earn the firm more than14 industry award badges on G2 

Head of Content for a $20M Series A Startup
Project #3

Background: Hired to lead and launch the content marketing division, including strategy, tactics and hiring

 

Role: Head of Content Marketing

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Stakeholders: Sales, customer success, contractors, events, growth team

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Deliverables:

  • Design an integrated content department, spearheading the marketing strategy and team hiring, training, and onboarding

  • Align with Growth marketing to propose and launch the Content department, including strategy, implementation, promotion strategy and KPIs  

  • Support sales and account management by providing tools for successful sales growth, including customer success stories, technical blog posts, website content and testimonial quotes

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Results: Grew content marketing team by 400%

Go-To-Market Marketing Program
Project #4

Background: The marketing team receives ad hoc requests for high-profile, mass-personalized account-based marketing campaigns. However, the firm lacked a standardized process or playbook

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Role: Formalize a marketing program and playbook by interviewing over 40+ stakeholders, obtain buy-in from VP of Sales and Group VP and led the marketing campaign, including strategy, tactics, sales training, post-launch metrics and content creation

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Stakeholders: Sales, operations, product managers, legal, compliance, design, privacy, contracts, regional pharmacists

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Deliverables:​

  • Devise the name and brand for the launch of the program

  • Identify top 3 common situations and requests (e.g., access change, access loss, access win)

  • Develop a comprehensive tiering program and 'menu' of tactics

  • Initiate key metrics for previous campaigns, including pre/post sales and revenue lift, A/B testing open rates, bounce rates, click-thru-rates

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Results:

  • Launch over 30 customized and high profile GTM campaigns and increase revenue to 2M within one month of campaign launch

  • Present to Group VP and obtain leadership and stakeholder buy-in and program awareness

  • Became the go-to-expert and train sales and directors on Program initiatives

  • Achieve up to 30% script increase and 26% revenue increase year over year in select campaign

Product Management: COVID-19 Test and Treatment
Project #5

Background: COVID-19  increase the urgent need for tests and treatment options

​

Role: Selected to lead and supervise a team of two analysts to determine:

                1. key manufacturers to partner

                2. customer and product roadmap

                3. competitive intelligence

                4. business models

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Stakeholders: Health outcomes, retail and pharmacy VP, clinical, Chief Medical Officer, parent company partners, and vendors

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Deliverables:​

  • Oversaw the analysis of 100+ COVID-19 test options, identify five key criteria, and recommend ten potential manufacturers to Group VP of Pharmacy, contribute to the "Test and Protect" Program product roadmap

  • Introduce four business models which are immediately implemented 

  • Formulate a customer roadmap journey for employer and employees, identify key components to implement in firm-wide operation rollout

  • Launch the competitive intelligence dashboard to senior leadership

  • Present the 'COVID 19 Test and Treatment Report' and 'Competitor Intelligence Dashboard' on a bi-weekly basis to senior leadership, including the Chief Medical Officer

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Results:

  • Partnership with LabCorp and Abbott

  • Roll out test facilities in 49 states with over 6 million COVID-19 tests conducted in one year

Thought Leadership: Technology Book and Leadership Series
Project #6

Background: Launch thought leadership initiatives, including authoring and publishing a book on innovation and founding The Leadership Edge series

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Role: Launch The Art of Healthcare Innovation and Leadership Edge

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Stakeholders:  PR, editor, digital, book publisher, designers

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Deliverables:​

  • Craft customer persona, value proposition, messaging, and call to action

  • Develop product name and brand 

  • Design content creation strategy and tactics, including social media content, landing page, paid advertising, video, e-book, case studies, and book summaries

  • Built thought leadership outreach with publicists and professors, including guest posting, PR release, and podcasts

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Results:

  • Book:

    • Instant #1 Amazon Best-seller, 2020 Axiom Business Book Award, 2020 Readers Favorite Gold Award Winner, and over 100+ Amazon book reviews

    • Endorse by NYT Bestselling author Marshall Goldsmith

    • Book is selected by professors nation-wide as a class resource

  • Leadership Edge:

    • Interview C-suite executives, celebrities, sports stars, and world leaders 

    • Rank #1 leadership writer on Medium, articles achieved over 18,000 views in one month

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