Curriculum Vitae Highlights

OBJECT MARKETING | New York, NY
Owner/Marketing Consultant 04.2022 - Present
Launched marketing consulting business with a focus on strategy and execution for campaigns, operations, and events. 

Client highlights | Vimeo: 

  • Own promotion and content strategy for marketing event that hosts thousands of users from businesses across the globe, driving $800k in revenue in 2022

  • Brand awareness campaign for new Vimeo audience; owned strategy, project management, media management relationship, and cross-departmental collaboration on creative and execution


Client highlights | Mosaic Group (multiple apps across the org): 

  • Launched marketing channels from ground up, including paid social, organic social, email, Reddit. Produced the launch of the website, designed to optimize for conversions. 

  • In first three months, paid channels drove 50% of qualified conversions. Onsite conversions increased 10% MoM

Client highlights | Dataiku: 

  • Customized campaign management strategy and execution across global marketing organization

  • Took on management of paid agency; tasked with improving agency and paid spend efficiency; resulted in increasing qualified conversions 5% MoM

VIMEO | New York, NY

Director of Marketing 04.2019 - 04.2022
Joined enterprise Saas side of Vimeo business; 2020 YoY growth resulted in spin-out from parent company, IAC. Owned the demand gen strategy, customer lifecycle and performance marketing roadmap to drive user acquisition and product adoption.

  • Drove integrated marketing campaigns from strategy to execution; drove 30% increase in acquisition YOY

  • Established account based marketing and sales programs; sourced users from target account lists increased from 40% to 60% QoQ

  • Built and managed all marketing programs to budget, timeline, and goals (including hiring and management of employees, outside agencies and contractors); increased funnel conversion rates QoQ 25%

  • Lead a high-performing cross functional team, including demand generation, marketing operations, growth, and events. Drive strategies and prioritization across these respective segments 

  • Drove owned and sponsored event strategy aligned with the overall business objectives, product roadmap and marketing strategy; launched individual virtual events and virtual event series for Vimeo’s three target audiences, driving $8M in pipeline in 2021

  • Define quality standards and inform key messages for all campaigns in alignment with industry best practices for communications

  • Work closely with sales operations and business intelligence teams to understand data and build strategy based on results

  • Led a team of content and operations marketers and partnered with growth and marketing channel teams across the organization. Partnered with Product Marketing to launch new products and features, and refine our vertical marketing programs

  • Created forecasts and marketing reports with detailed data and insights against key metrics, including self-serve sign ups and sales touch

  • Developed marketing strategy to raise awareness for enterprise segments of Vimeo business, including crafting a dynamic user journey from net new acquisition/Vimeo self-serve user to pipeline and bookings 

PERCOLATE (acquired by Seismic) New York, NY

Director of Marketing 08.2018 - 04.2019

Senior Marketing Manager             06.2015 - 08.2018

Tenth hire on marketing team at Percolate, a high-growth enterprise software startup with $75 million in VC funding from Sequoia, Lightspeed, and GGV

  • Managed the editorial team; responsible for planning creating, and executing email, social, gated content, go-to-market product and video strategy across all channels

  • Developed and implemented account-based marketing strategy for engagement across the entire sales funnel from awareness to bookings, and solely manage the 200,000+ CRM, as well as campaigns for customer acquisition and sustainability programs

  • Designed, developed, and launched multi-touch attribution analytics model, providing insights to the CMO and leadership team around opportunities, leads, channel, and content optimization


11.2011 - 06.2015

WORK MARKET (acquired by ADP) New York, NY

Integrated Marketing Associate

Member of beta launch team in June 2011 to its current run rate of $11 million in revenue.

WAYNE STATE UNIVERSITY

BA: English; Minor in Economics

SKILLS AND INTERESTS

Skills: B2B/B2C marketing, ABM, SMB & Enterprise; Hiring and retaining quality talent

Interests: Amateur filmmaker, student at Sackett Street Writers Workshop, Marathon runner