Resumé.
Summary
A marketing leader with a 15-year track record for creating marketing strategies that drive revenue growth. Trusted advisor to executive teams and influencer of cross-functional initiatives. Experienced in demand generation, revenue marketing, digital programs, brand development, go-to-market strategy, and managing cross-functional, global teams with 7-figure budgets.
Work History
Brightcove, Boston, MA | 2021 - 2025
Senior Director, Growth Marketing
Scope of responsibility expanded to include global campaign management, field marketing, and partner marketing as part of a new cross-functional growth motion. Responsible for the strategy, planning, and execution of marketing programs focused on pipeline growth and customer acquisition; influence and align cross-functional stakeholders around growth goals. Direct all digital advertising, paid social, SEM, ABM, and events programs focused on pipeline generation. Create an annual marketing plan including pipeline projection modeling and analytics. Manage an annual budget, a team of direct reports, and collaborate with sales leadership. Report to the CMO, lead global growth strategy, budget allocation, and regularly present results to the C-suite.
Results
Led 2025 growth marketing strategy, including a digital channel spending plan and field activities
Created a new cross-functional campaign planning process to improve GTM motion
Directed the development of an omnichannel brand awareness campaign including paid social, connected TV, streaming radio, podcasts, and DOOH; collaborated with PR team to develop a complementary earned media plan
Managed a team of creatives to improve campaign messaging and design
Improved digital channel MQL conversion to SQL (including paid and organic social media) by 6ppts (10% to 16%) and overall digital budget efficiency (CPAs) by 22%
Senior Director, Global Marketing
Promoted to lead a global marketing team comprised of four business units: Americas, EMEA, APAC, and Japan. Responsible for the strategy, planning, and execution of marketing programs focused on pipeline growth and customer acquisition. Direct all digital advertising, search marketing, ABM, content syndication, and events programs focused on pipeline generation. Create an annual marketing plan including pipeline forecast modeling and analytics. Manage an annual budget, a team of direct reports, and collaborate with sales leadership to build growth strategies that drive revenue and meet business goals. Reported to the VP of Demand Generation, led global marketing strategy, budget allocation, and presented results to the C-suite.
Results
Led a company-wide initiative to replicate the Americas ABM program globally; led global strategy to target high-value accounts and advised regional sales executives on operational implementation
23% YoY growth in new business pipeline FY’24
20% growth in EMEA new business pipeline and 86% growth in bookings (growth market focus)
Launched an executive dinner program in EMEA that drove 65% of new business growth
Improved pipeline budget efficiency from 20:1 to 26:1 and bookings from 3:1 to 5:1
Director, Americas Marketing
Responsible for the strategy, planning, and execution of all marketing programs focused on pipeline growth and customer acquisition for the Americas region. Direct all digital advertising, search marketing, ABM, content syndication, and events programs focused on pipeline generation. Create an annual marketing plan including pipeline forecast modeling and analytics. Manage an annual budget, a team of five direct reports, and collaborate with in-house global support departments including digital marketers, content creators, creative services, and marketing operations practitioners. Reported to the VP of Demand Generation, influenced GTM strategy, and presented results to the C-suite.
Results
18% YoY growth in new business pipeline FY’22
104% YoY growth in new business pipeline FY’23
Successfully improved pipeline budget efficiency from 8:1 to 33:1 and bookings from 2:1 to 5:1
Created strategy to target high-value accounts and developed an omnichannel ABM program that strategically moved the company up-market; created and achieved 125% growth in deal size
Became a trusted advisor to sales leadership and influenced overall GTM strategy
Designed a budget-pipeline modeling tool that became the company’s standard for planning
Smartlinx, Iselin, NJ | 2020 - 2021
Vice President of Demand Generation
Responsible for the strategy, planning, and execution of all marketing programs focused on pipeline growth and customer acquisition. Create an annual marketing plan including revenue projection modeling and metrics tracking. Oversaw digital advertising, search marketing, SEO strategy, ABM programs, content marketing, creative services, and brand development. Managed an annual budget, agency partners, and team of digital marketers, content creators, and marketing ops practitioners. Reported to the CMO and collaborated with executive team on GTM strategy; worked closely with Marlin Capital and helped influence the marketing playbook for the firm.
Results
38% increase in opportunities YoY (165% increase in enterprise opportunities)
80% increase in ARR pipeline YoY (15:1 ARR:CAC)
Tracking towards 100% increase in ARR Bookings YoY (3:1 ARR CAC)
Developed ABM program consisting of programmatic display and LinkedIn strategy (619% increase in pipeline ARR)
Overhauled messaging strategy, SEM campaigns, email nurture program, content development, and sales enablement
Built a next-gen MarTech infrastructure including a multi-touch attribution tracking system
Created a TAM expansion plan, positioning strategy (GTM), and brand evolution including website redesign
Globalization Partners | 2018 - 2020
Vice President of Demand Generation
Responsible for the strategy, planning, and execution of all programs to build awareness and customer acquisition. Created an annual marketing plan including lead projection modeling and metrics tracking. Oversaw digital advertising, search marketing, SEO strategy, and sponsorships focused on lead generation and sales enablement. Managed an annual budget and team of twenty comprised of digital marketers, automation experts, event planners, and business development representatives. Reported to the CMO, collaborated with the executive team, and led demand gen strategy.
Results
164% increase in leads
135% increase in sales opportunities—90% sourced through inbound marketing programs
32% increase in net revenue
Built a 13-person BDR team and directed a 7-person digital marketing, web strategy, and marketing ops team
Architected and delivered a world-class MarTech infrastructure ready for global scale
Janeiro Digital, Boston, MA | 2017 - 2018
Senior Vice President of Marketing
Directed all marketing initiatives associated with customer acquisition strategy, awareness, and revenue growth. Responsible for all marketing functions including programmatic advertising, lead generation, PR, analyst relations, content development, and marketing-stack development. Created an annual marketing plan, budget, and metrics tracking system. Reported to the CEO and influenced GTM strategy.
Results
510% increase in leads
14% increase in gross revenue
Developed a suite of segmented, creative ad campaigns
40 media placements, two Gartner reports, and an EY Entrepreneur of the Year® finalist nomination for the CEO
Safr Ridesharing for Women, Boston, MA | 2017-2018
Chief Marketing Officer
Responsible for the strategy, planning, and execution of Safr’s marketing initiatives to acquire and retain customers. Directed all marketing functions including brand development and management, product positioning and messaging, social media advertising, content development, email marketing, social media, and PR. Reported to the CEO, led business strategy, and pitched venture capital firms for series A funding.
Results
Built a multi-channel GTM marketing strategy and growth plan to acquire series A funding
Developed brand identity and launch campaign comprised of web property, social media, and out-of-home media
Landed over twenty media features, including CBS, NBC, NPR, Ms. Magazine, and Refinery29
Achieved 17,000 rider app installs, 10,000 rider registrations, and 3,600 driver applications
Startup Institute | 2015- 2016
Chief Marketing Officer
Directed all marketing activities to acquire students in Boston, New York, and Chicago. Responsible for developing a marketing strategy that increased brand awareness and drove lead generation via programmatic advertising, content development, email marketing, social media, and events. Conducted lead acquisition analysis and iteration for targeting effective marketing efforts. Lead digital product development, working closely with creative designers, UX designers, and front- and back-end developers. Managed an annual budget, led a marketing and development team of seven, and supported a sales team of ten. Reported to the CEO and contributed to board meetings with VC investors.
Results
120% increase in leads
50% increase in applications
20% increase in enrollment
40% increase in revenue (growth + price increase)
Optimized website to achieve a 19% decrease in bounce rates and a 9% increase in conversion rate
Hult International Business School (EF), Boston, MA | 2012 - 2015
Director of Marketing, Americas
Directed all marketing activities aimed at prospective students in the North American market. Responsible for developing a marketing plan that drove lead generation and increased brand awareness via digital marketing initiatives, email marketing, direct mail campaigns, and events. Managed an annual budget, led a marketing team of three, and supported a regional enrollment team of twenty-five based in Boston and San Francisco. Promotion to director included assisting the enrollment team based in Miami to strategize their continued growth in Latin America with a focus on the Brazilian market.
Results
40% increase in leads
24% increase in applications
18% (MBA), 10% (Masters), and 60% (BBA) increase in enrollment
Developed and executed a multi-touchpoint email nurturing program that was adopted globally
Hunt & Gather, Boston, MA | 2011- 2012
Marketing & New Business Development
Developed new business avenues, identified new opportunities, and created RFP brief responses. Performed market research and competitive brand positioning. Also tasked with developing a clear company voice on all marketing communications including client communications, brief proposals, website, and social media.
Results
Wrote and pitched client proposals including Viacom, Keds, Tufts Health Plan, and Unreal
Helped redefine services positioning, website messaging, and client acquisition
Developed a new social media engagement plan
The Open Studios Press, Boston, MA | 2002 - 2011
Circulation Manager, Project Manager, and Designer
Key advisor and long-term employee who helped build a grassroots arts organization into a nationally known fixture within the contemporary art world. Served multiple roles throughout ten years of employment, including Circulation Manager, Project Manager, and Designer for New American Paintings magazine, OSP Catalogs, and Studio Visit magazine. Led a five-person digital marketing team in developing blog content, social media outreach, and new digital marketing initiatives.
Results
Grew New American Paintings circulation to over 30,000 subscribers
Launched a new revenue stream, OSP Catalogs, and acquired new clients
Successfully led the company into new digital marketing channels, including developing a company blog