• Spearheaded top-of-funnel strategy, corporate marketing, and organic channel efforts for the leading SaaS solution for SMB ecommerce sellers
• Led go-to-market efforts and drove integrated marketing campaigns in partnership with performance marketing, web, affiliate marketing, email, design, R&D
• Managed team of up to 18 marketers, providing mentorship, coaching, and development
• Functional ownership areas included: Content & SEO, Brand & Communications (PR, social media, events), and Video — ie. continued ownership of all Content & Communications responsibilities

Achievements:
• Increased organic search channel's share of new business 24%, driving more than 75K sessions/week, and ultimately reducing customer acquisition costs
• Built highly engaged communities on social media (233K) and YouTube (292K)
• Earned greatest share of voice in traditional and ecommerce media, averaging 80 placements/mo. in top-tier outlets, plus industry blogs, podcasts, and forums

Content
● Developed content strategy based on organic opportunity and product/brand alignment, involving SEO analysis & web optimization
● Produced 1,000+ content resources including articles, videos, infographics, and guides
● Increased all organic sessions 76%, new user sessions 146%; organic content revenue 92%

Brand & PR
● Grew brand through earned and owned media, ensuring consistent brand messaging across materials, driving priority narratives, and generating press coverage, awareness and quality traffic to site
● Increased brand press mentions 780%, averaging 80/mo

Social
Managed social media program, including promotional editorial calendar and engagement strategy across Facebook, Instagram, LinkedIn, Twitter/X, and TikTok
● Grew social media audience 66% across above channels

Enterprise
● Led content, communications, and integrated brand strategy for enterprise business unit, comprised of newly built enterprise solution Cobalt and acquired brand Downstream

• Established strategy and team for research, content creation, internal application, and external distribution of insights about P&C insurance; Analyzed data and crafted reports to establish brand subject matter expertise and generate web traffic
• Drove distribution strategy for research reports, earning 1,500+ media placements (97% of total company media coverage) in a single year across top-tier online and broadcast consumer media and contributing to 400% YoY organic traffic growth
• Served as media spokesperson; interviewed with The New York Times, The Wall StreetJournal, The Washington Post, and NPR, among others

● Built and managed all communications and content functions, including PR, owned content, social media, web/product content, events and awards, executive promotion, etc.
● Served as editor-in-chief of owned online publication, managing up to 5 writers and publishing 400+ articles, resources, editorials, and research-based reports, driving 5.8M views, 35K+ web leads, and syndication across national media
● Secured 950+ earned media placements, including NBC Nightly News with Lester Holt, The New York Times, and a featured panel for founder with Mark Cuban at South by Southwest Conference 2017
● Led company communications strategies for $17M Series A and $40M Series B funding rounds

• Built and managed all corporate marketing functions for company's new Cloud business division, comprising SaaS acquisitions Pingdom, Librato, and Papertrail; partnered with 4 global teams to drive integrated corporate and product marketing strategies
• Executed strategy across media/analyst relations, content marketing, social media, and events

• Managed PR programs and agency teams for both public sector and education IT and LATAM IT, achieving earned coverage increases of 155% YoY and 466% YoY, respectively
• Built and managed programs for global analyst relations, customer advocacy, global awards and speaker opportunities