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Summary

Marketing leader skilled at driving pipeline and top of funnel in early stage, late stage and publicly traded B2B SaaS companies. I excel at building marketing strategy from the ground up, executing and leading teams towards that strategy, and scaling it globally.  Throughout my career, I have worn many hats and have experience in demand generation, marketing operations, content marketing, ABM and SEO. I follow an agile test-learn-iterate approach to maximize results at high velocity. 

Work experience

Okta
Feb 2022Present

Sr. Manager, Global Demand Generation (Team Lead)

  • Backfilling as Director of Global Programs, I championed cross-functional collaboration between global teams (PMM, Solutions Engineering, Digital and Sales) to ensure cohesive integration of field programs, events and webinars; resulting in a 20% contribution to marketing pipeline from global programs
  • Launched 'Campaigns-in-a-Box' to ensure regional marketers were using consistent messaging via standardized programs and templates. After a year in market, we achieved 60% program adoption and contributed 75% of field marketing's total event pipeline
  • Increased webinar pipeline by 3x and elevated them into a top 10 pipe generator for Okta by aligning content with global campaign themes and scaling via on-demand and 3rd party channels
  • Developed and oversaw Okta's marquee in-person and virtual event series including Oktane on the Road, Identity Summits and DevLabs. Surpassed all reg/attendance and pipeline targets and generated the second highest close rate across all marketing activities at 39% (vs. global average of 16%)

Senior National Programs Manager

  • Established the National Programs team to create organizational efficiency through centralized management and standardization of field marketing programs
  • Responsible for scaling function from national to global; successfully rolling out the deployment of centralized webinars, roadshows and events in EMEA and APJ
Parsable
Nov 2019Feb 2022

Director, Demand Generation (Reporting to CMO)

  • Led the Demand Generation team at a Series D SaaS provider of digital tools for frontline workers that improve the safety, quality, production, and sustainability of large manufacturing operations. Customers include Heineken, Georgia-Pacific, Molson Coors, Coca-Cola, Henkel, Grupo Bimbo, Corteva, Suntory.  
  • Grew marketing contribution to pipe by 220% (to 33% of total) in first three quarters of 2021. Achieved via increase in inbound lead volume (+ 334%) and quality of lead score (from 18.4% in ICP to 51%).
  • Provided CMO with monthly performance reports and analysis spanning all channels and programs 
  • Cultivated strong partnership with sales with shared goals and processes to execute 1:1 and 1:Few programs, resulting in a high conversion to closed/won
  • Partnered closely with PMM and Content Marketing (including SEO) to develop integrated programs that align with the buyer journey and multiply the value of all assets including ebooks, infographics, landing pages and videos 
  • Built Parsable's industry events program, evolving during the pandemic from mass booth-style in-person events to hyper-targeted (and more effective) 1:1 virtual speed dating events
  • Managed lead scoring, sales playbooks and nurture programs
  • Managed advertising across Google Ads, LinkedIn, YouTube and Facebook

Sr. Manager, Demand Generation & Marketing Operations

  • Managed full marketing tech stack (Hubspot, Unbounce, WordPress, Google Suite, Wistia, Zoom Webinar and Salesloft) and built out scaleable workflows which has become the basis of all demand gen campaigns
  • Involved in the strategy, design and execution of new Parsable website launch
  • Filled in as interim designer; delivering ad creative, email templates, LPs and decks
InTime
May 2015Nov 2019

Marketing Manager (Team Lead)

  • Led the marketing team with 2 direct reports at a bootstrapped SaaS scheduling and workforce management solution for public safety 
  • Beat revenue goals 4 years in a row through a combination of PPC, SEO, social, and outbound strategies.
  • Implemented SEO best practices including improving crawler accessibility, keyword targeting, meta data, backlinking and UX; resulting in first page results for several key search terms
  • Designed and implemented lead scoring and nurture campaigns in Pardot, resulting in a 41% open rate average
  • Managed website rebrand and development project, including full project spec, copywriting, and CMS migration/implementation; resulting in 282% uplift in traffic
  • Integrated Pardot/Salesforce, WordPress and Google Suite, resulting in better lead attribution and ROI tracking
  • Designed all standard documentation, trade show content, marketing materials and website

Marketing Specialist

  • Increased lead generation by 55% in as little as 6 months through targeted marketing campaigns, dedicated landing pages and AdWords optimizations
Whistler Blackcomb
Sept 2013Jan 2014

Marketing Coordinator

  • Introduced and implemented marketing automation technology
  • Managed email marketing initiatives
  • Created standard documentation protocols

Education

Sauder School of Business (UBC)

Bachelor of Commerce with Honours

  • Graduated with Honours and Distinction
  • President’s Entrance Scholarship – awarded for achieving a high school grade average of 93%