Portfolio

With over 12 years of extensive B2B experience in product marketing and content strategy within tightly regulated sectors such as medical devices, life sciences, and IT, I excel in orchestrating cross-functional teams to drive complex marketing projects, product launches, and brand initiatives. My data-driven, problem-solving approach ensures alignment with a company's primary goals, and I find the nexus of creativity and strategy in product marketing particularly engaging. My ability to bridge perspectives, work effectively across diverse organizations and international teams, and optimize resource allocation through experimentation all contribute to my success in positively impacting a company's sales and bottom line.

Big Health

Big Health is a global leader in FDA-regulated Digital Therapeutics (DTx) for insomnia, and anxiety, and adolescent depression                                           

Key results: increased the book of business by over 400,000 lives through partnerships, outbound and inbound marketing efforts.

  • Led the 2023 company re-branding project across multiple channels to position the company as a patient-focused, clinically validated brand

  • Overlooks and manages a team of 2 writers, 2 designers, and front-end and back-end web developers

  • Collaborates with the C-Suite, product development, and sales teams to develop presentations, webinars, and product demos that turn prospects into customers that align with sales skills and methods

  • Worked closely with demand generation to craft compelling social and inbound SEO content

  • Managed projects for a team of 4 marketers to plan and execute go-to-market (GTM) and marketing campaigns for medical devices regulated by the Food and Drug Administration

  • Successfully managed end-to-end product launch plans for 3 products, including organizing and delivering product demos, webinars, and other marketing materials that effectively communicated product value

  • Developed and managed relationships with the Chief Sales Officer (CSO), CEO, and VP of Products influencing the Sales, Product, and Regulatory Teams' customers, to build awareness and credibility

  • Developed compelling product and sales content and collateral, including product descriptions, datasheets, case studies, and presentations, that effectively communicated product value and benefits

  • Led the development of messaging and positioning for the Big Health brand, Sleepio, and Daylight products, including identifying key customer pain points and value propositions

  • Crafted messaging and positioning that resonated with target audiences for engagement

  • Collaborated with internal and external partners to develop and deliver effective product and sales content and collateral, including messaging frameworks, product demos, webinars, and other marketing materials

Featured work:

Stagger

Stagger is a SaaS platform that utilizes AI and Machine Learning to help agencies, businesses, and influencers tell their story across every digital and social channel

Key results: orchestrated executed a full go-to-market campaign in less than five months. Developed several new partnerships and activated three new product features.

  • Conducted growth experiments to identify opportunities to increase adoption, engagement, and revenue for our AI design platform with the purpose of establishing product market fit

  • Developed an awareness of ethical considerations and methods for mitigating biases in AI systems

  • Worked directly with our product team to implement and test new features for product market fit

  • Managed social media acquisition channels to drive engagement on Facebook, Twitter, and LinkedIn

  • Strategically planned marketing campaigns, including developing campaign goals, and budgets

  • Designed and executed highly effective referral programs that incentivized users to refer new customers and increase adoption and engagement

  • Analyzed the sales funnel impact and optimized customer journey, including improving conversion rates, reducing churn, and identifying and addressing areas of drop-off

  • Utilized user data to pivot marketing campaigns for increased engagement, conversion, and revenue

  • Developed and tested new messaging, offers, and customer journeys based on user behavior and preferences

Featured work:

Head Rush Technologies

Head Rush Technologies is a global leader in auto belay climbing technology that utilizes IoT connected devices to improve safety and compliance for climbing gyms

Key results: drove sales with both prospects and customers yielding $2M in new opportunities

  • Led the product launch of the first IoT-connected auto belay device in the industry

  • Created advertising in industry publications, through partnerships, and the climbing media industry and the most popular influencer climbers throughout the world.

  • Developed clear, compelling messaging that set us apart from competitors and drove sales with both prospects and customers yielding $2M in new opportunities

  • Defined and managed go-to-market (GTM) strategy for key industries including messaging, positioning, launch planning, sales enablement, and customer adoption

  • Identified and prioritized top vertical industries, indoor climbing, zip lines, and competitions, based on the total addressable market, use cases, and other criteria and to define our ideal customer profile and buyer personas

  • Worked with customer-facing teams and partners with sales to create high-impact narratives, content,  collateral, and training to drive acquisition, conversion, and expansion.

  • Wrote, designed, and led ideation for content and growth marketing tactics to attract and acquire a clearly defined audience – with the objective of driving profitable customer action, and supporting strategic initiatives.

Featured work:

Hach

Hach/Danaher Corporation is a Fortune 500 science and technology company with Hach as Danaher's global leader in water analysis, SaaS, and chemistry solutions.

Key results: led the content strategy CL17SC the most successful product launch resulting in $50M in annual revenue

  • Led the content strategy CL17SC the most successful product launch resulting in $50M in annual revenue

  • CL17SC is utilized in virtually all drinking water plants that must analyze the hourly chlorine content

  • Led the go-to-market strategy for Hach Plus a, product as a service strategy (PaaS).

  • Developed a company-wide inbound marketing strategy for blog and thought leadership

  • Led messaging workshops for internal product managers, sales teams, and creative individuals for new products, campaigns, and trade shows

  • Created new standard work processes for the GTM strategy content, excellence, and messaging strategy

  • Regularly conducted marketing experiments and used quantitative analysis to test new content strategies  

Featured work:


Brand Concept: Controlling the water narrative.

This brand concept was meant to push the boundaries of an 80-year-old brand. Pieces of this concept were implemented in a rebranding campaign at Hach.

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Server Technology

Server Technology is a leader in rack power distribution and SaaS solutions for data centers

  • Developed a nurtured stream that yielded a 38% conversion, nurtured over 11.3 million in influenced sales opportunities, and $1.2 million in new business exceeding growth trends by 200%

  • Created a closed-loop MarTech system to increase Power Distribution Unit sales allowing the company to measure the success of marketing campaigns down to individual tactics and improve ROI by 35%

  • Wrote case studies and generated Voice of Customer (VOC) from key data center and co-location customers

  • Optimized existing content and newly created content for search according to SEO and SEM best practices

  • Utilized data to evaluate end-to-end customer experience across multiple channels