Resume

 

Progress Learning

VP, Marketing
April 2021 - Present
Atlanta, GA | SaaS - Ed Tech

Progress Learning is a new brand formed from legacy ed tech platforms, USATestprep and Education Galaxy. In this role, I led a full rebrand, brand integration, and GTM strategy for our new platform and the company. I also built out an entire marketing practice that supported legacy brands, the new brand, and additional brands acquired during my tenure. As a member of the executive leadership team, I was involved in the direction of the company, M&A strategy, and setting KPIs.

Accomplishments:

  • Fully conceptualized, developed, and launched a new brand alongside an enhanced product suite, resulting in exceeding new sales goals for the company in the launch year and following

  • Led the evaluation and optimization of the marketing tech stack, integrating HubSpot with Salesforce.com, streamlining processes, and improving data accessibility, leading to sales/marketing efficiency

  • Developed and implemented a quantitative framework to measure brand awareness, successfully executing campaigns targeting teachers and administrators

  • Built and managed the entire marketing budget for the year, effectively allocating resources to maximize ROI and achieve key objectives in a fluctuating market

 

Sideqik

VP, Marketing
March 2019 - May 2021
Atlanta, GA | SaaS - Influencer & Social Marketing , Enterprise

Brought on after a Series A round of funding, my role spanned marketing and operations.

Building the entire marketing practice from the ground up involved building a brand identity, creating product education material, launching sales enablement, implementing CRM/automation tools, hiring/managing a team of freelancers to accomplish the work on a budget, defining a lead generation strategy, directing the redesign of the marketing website, and performing market research to inform product direction and market position. As part of the leadership team, I am actively involved in board meetings and providing direction for the company.

Accomplishments

  • Built marketing projection model to forecast pipeline based on sales process and performance

  • Generated over $7M in sales qualified inbound pipeline in 2019.

  • Launched partnerships with other technology partners to create reseller and channel sales opportunities.

  • Created communications framework for brand and product positioning

  • Led communications strategy across sales and customer success to improve education and awareness throughout the customer lifecycle

  • Consistently increased inbound lead volume by 20% quarter-over-quarter through an integrated strategy of paid media and organic optimization.

  • Drove strategy and direction for a website redesign and relaunch that resulted in an 84% increase in organic traffic the following quarter.

 
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 MeetEdgar

Director, Marketing
June 2018 - June 2019
Remote | SaaS - Social Media Publishing, SMB

Charged with overseeing the entire sales and marketing practice at MeetEdgar, a social media publishing application, I provided leadership and strategy with the goal of increasing our user base and annual recurring revenue. In this role, I manage a team across multiple disciplines to create a comprehensive marketing team. This team includes writers, designers, engineers, and lead generation roles.

Accomplishments

  • Within the first month, I led a coordinated product launch of our first major feature that resulted in an increase in site traffic, sign-ups, and media placements across 250+ outlets.

  • After over a year of user and acquisition decline, increased customer acquisition by 27% in the first quarter.

  • During my tenure, we were able to achieve month-over-month new customer growth.

  • Launched the first virtual conference that organically garnered over 7k registrations through partnership, email, and social marketing.

 
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CallRail

Director, Brand Marketing
October 2016 - June 2018
Atlanta, GA | SaaS - Marketing Analytics , SMB

Leading public relations, external/internal communications, brand and social media marketing for the company, I managed a team of 10 individuals to build a brand and communications practice, drive top-line awareness and drove exposure in new markets.

Accomplishments

  • Increased site traffic by over 61% from the previous year through strategic content marketing, promoting thought leadership through public relations and in-market activations.

  • Through a coordinated influencer program, improved and increased online ratings and reviews across 4 online platforms by 132%. This initiative increased our perception online and drove on-site sign-ups.

  • Executed a strategic in-market plan that included attendance in 10+ key markets for new customer acquisition and building partnerships with industry leaders such as Moz, MarketingProfs, Hubspot, Third Door Media.

  • Directed PR strategy to increase brand equity through thought leadership commentary and byline contributions; placements include VentureBeat, MediaPost, Marketing Land, Search Engine Journal, Entrepreneur, and AdExchanger.

  • Successfully launched social media strategy across platforms such as Facebook, Twitter, Instagram and LinkedIn to increase engagement and followers.

  • Led strategy for the launch of the online community forum. In its first year, my team grew the active users organically to over 300 community members. See more at community.callrail.com.


 

PureCars

Director, Marketing
November 2014 - October 2016
Atlanta, GA | SaaS - Advertising Technology, Automotive (T2 & T3)

Joining the executive team in its early growth stage, I established, directed and executed integrated marketing strategies to meet objectives across the organization that led to a successful acquisition by Raycom Media for $170M in October 2015. Responsibilities included hiring and developing a team of 10 to execute across lead generation, internal communications, public relations, advertising,  brand awareness, product positioning, content creation, strategic partnerships, business development and marketing communications. 

Accomplishments

  • Compiled market research to develop go-to-market strategy and streamlined pricing for updated product suite, resulting in a 63% lift in annual revenue per customer.

  • Led media strategy to include placements with Forbes, Inc, Digiday, AdWeek, CMO.com, USA Today and several vertical specific publications.

  • Managed strategic partnerships that contributed to a 600% YoY increase in market development funding, totaling over $400K annually. Partners included Google, Facebook, Bing, and various automotive OEMs.

  • Leveraged virtual reality technology as a new, innovative channel for lead generation and acquisition that resulted in $300k in new business.

 
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The SuperGroup

Digital Strategy Manager
November 2013 - November 2014
Atlanta, GA | Agency, Marketing

Provided digital strategy and insights to clients across social media, digital advertising, influencer marketing, web and CRM. Clients included, but not limited to,  Ballistic Case Company, Johnson & Johnson, Georgia Pacific and Southeastern Mills. 

Accomplishments

  • Led digital strategy behind re-launch of the Ballistic e-commerce website to include implementing UX strategy through wire-framing and user testing, as well as maintaining SEO integrity through transition

  • Provided creative direction and project management on several video and web production projects for new product launches on behalf of clients, such as Georgia Pacific’s CloudClean and Ballistic’s Hydra Case. 

  • Oversaw creative, sourcing and production for press kits related to PEPCID’s summer influencer campaign, Tastemakers.

 
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 22squared

Performance Analyst
August 2012 - November 2013
Atlanta, GA | Agency, Advertising/Marketing

Analyzed and provided optimization recommendations for clients across social media marketing/advertising and UX for online activations.

Accomplishments

  •  Launched reporting standards for social media metrics across all clients, including Jackson Hewitt, Dunkin Donuts, Hanes, Baskin Robbins,  to track engagement and reach.

  • Partnering with Kellogg’s and Disney, led user experience for the online experience accompanying their Prize Pantry promotion for the release of Monsters University.

  • Led user experience for the Facebook application and experience for the Baskin Robbins Super Soft Serve Slingshot campaign that lived across multiple channels include television and digital.

 

 
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Vitrue/Oracle

Digital Marketing Manager
April 2010 - August 2012
Atlanta, GA | SaaS - Social Media Publishing

Worked closely with the VP of Marketing and executive team to develop and execute key marketing initiatives that resulted in a $330M acquisition by Oracle in June 2012. Responsibilities included email, CRM, communications, industry relations, social media, content creation, inbound sales process, branding.

Accomplishments

  •  Integral part of a full brand re-launch that included updated visual identity and coordinated press activity to elevate brand equity.  Worked closely with the product and design teams to ensure the re-launch was seamless and consistent. 

  • Coordinated content strategy and PR efforts to elevate the brand and product perception in the market to aid in venture capital fundraising ($33M) and eventual acquisition in 2012.