Experience

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  New Leaf Communications

  • Founder | Managing Principal Consultant

    • Nov 2016 - Present

    Manage all aspects of successful marketing and communications consultancy for B2B cybersecurity, AI, technology, and SaaS companies. I help clients:• Plan their go-to-market strategy and overall prospect and partner marketing approach.• Understand customer pain points and impact, how their company helps, product/solution benefits, and key competitive differentiators.• Build their messaging and positioning foundation, content strategy, and buyer journey content roadmap.• Oversee brand awareness programs such as public relations, analyst relations, and executive thought leadership.• Produce compelling, full-funnel content to influence, engage, and convert prospects.• Create and optimize all marketing assets, including website, landing pages, ads, collateral, email, and presentations.• Create the marketing funnel and demand generation programs to drive pipeline through organic social, SEO, PPC, social advertising, email, content syndication, virtual events, and webinars.• Manage the demand generation process from leads => MQLs => SQLs to fuel deal flow and ARR.• Lead and energize teams, aligned with business and revenue goals.I work as a retained fractional marketing executive or on a per-project basis, serving my own clients as well as those of the AimPoint Group (where I am the CMO in Residence) and CyberEdge (as a Senior Marketing Consultant). These clients have included: AT&T Alien Labs, Avanan, Axiom Security, Bayshore Networks, Beyond Identity, Booz Allen Hamilton, BrandTotal, CA Technologies, Checkmarx, Citrix, Claroty, ClearML, Cleo, Continuum, Conversica, CTERA, Cynet, Deloitte, enSilo, e-Spirit, Exabeam, Forwrd, Gigamon, Google, Interos, Intuition Machines, IOmergent, Kasada, Netskope, Nullafi, OX Security, Palo Alto Networks, Panorays, PerimeterX, Proofpoint, Skybox Security, StackRox, Synack, and VMware.Full resume and portfolio available upon request. Find me at www.newleafcommunications.com.

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  Cygilant (formerly EiQ Networks)

  • Vice President of Marketing

    • Sep 2015 - Nov 2016

    Served as member of executive management team for hybrid security-as-a-service pioneer, reporting to the Founder and CEO. In charge of global marketing, go-to-market planning, and execution. Responsible for directing all departmental functions, including planning, programming, and reporting. Built the strategy and programs that fueled awareness, engagement, and conversion initiatives across the buyer journey as well as expanded the marketing technology stack to support those programs. Achievements included:• Contributed 29% to new business revenue and 55% of all revenue in Q1 2016.• Sourced 70% of new reseller partners.• Increased website traffic and visitors 70% year-over-year.• Increased demo requests 545% year-over-year and improved the demo request conversion rate by 274%.• Built a successful demand generation program encompassing organic and paid programs, including PPC, email marketing, account-based marketing, retargeting, social media, and content syndication. • Created a content marketing machine encompassing whitepapers, case studies, news releases, blog posts, webinars, newsletters, and social media to support SEO, brand awareness, and lead generation.• Directed the entire public relations program including media relations and analyst relations.• Guided the creation of the Customer Advocacy Program, resulting in 10 news releases and 4 case studies in the first half of 2016.• Oversaw development of a new website focused on high-level benefits and value proposition and partner portal featuring deal registration.• Created measurement and reporting infrastructure including lead-to-deal analysis, marketing program performance, and lead source attribution.• Produced the first-ever EiQ Corporate and Product Identity Guide.• Mentored, coached, and managed team of 3 direct reports (6 total, 4 in India).

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  SiteSpect, Inc.

  • Chief Marketing Officer

    • Dec 2007 - Aug 2015

    Served as member of the executive team of leading web optimization provider, reporting to the Founder/CEO. Pivotal leadership role in enterprise-wide planning, decision-making, and marketing. Responsible for building entire marketing function, including annual plans, programs, and campaigns. Created and executed demand generation, brand awareness, and organizational enablement initiatives that drove customer acquisition and retention, revenue, and market share, including:• Created messaging foundation as well as full-funnel content strategy to attract, convert, and retain clients.• Developed and implemented visual and verbal brand across all marketing channels, including website, social, email, and advertising. • Built annual public relations strategy, including news releases, bylines, awards, and speaking opportunities, as well as analyst relations program.• Designed a full-funnel content marketing program to attract, convert, and retain customers.• Created a robust customer marketing program to demonstrate social proof and marketplace preference.• Drove demand generation function to increase qualified lead and deal flow. Initiatives included webinars, trade shows and private prospect events, PPC advertising, organic and paid social, co-marketing, organic/SEO, and content syndication.• Organized first-ever user conference in 2011 with average score of 4.8 out of 5.0 for customer satisfaction and ran event every year thereafter.• Implemented Pardot marketing automation for closed-loop reporting on marketing ROI.Achievements included:• Helped increase revenue by 823%.• Sourced 41% of customer base.• Sourced 50% of 2015 customers.• Contributed 45% of 2015 YTD pipeline.• Increased lead volume by 809% and size of prospect database by 2,373%.• Increased online conversions by 604% and online traffic by 155%.• Decreased cost per conversion by 41%.• Increased brand awareness score by 557%.

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  Self-employed

  • Author

    • Jan 2015 - May 2015

    To succeed at B2B marketing today, you must excel across all areas: from getting your message out, to generating demand, to enabling sales teams. New technologies and new techniques make excellence possible, and this book brings together all the best practices and tools you need.

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  VMware Carbon Black (formerly Bit9)

  • Director of Marketing Communications

    • Feb 2005 - Dec 2007

    • Launched endpoint security software provider Bit9 with high-impact, cost-effective marketing initiatives that consistently achieved brand recognition, marketplace differentiation, and customer acquisition and loyalty. • Played instrumental role in growth of company from start-up to several million dollars in annual sales within two years. • Directed all public relations activities, including thought leadership campaigns, product launches, media and analyst tours, press materials, awards programs, executive speakers bureau, bylines, product reviews, and issues response. • Wrote more than 50 news releases, resulting in worldwide press coverage. • Enhanced company reputation by ghostwriting numerous bylines and winning 8 prestigious industry awards.• Served as corporate spokesperson and coached executives for maximum effectiveness in message delivery, media relations, and presentation skills.• Developed company and product positioning, messaging, naming, and branding guidelines. Evolved verbal and visual brand from start-up to growth phase.• Created website, doubled web traffic, and increased online lead capture by developing and optimizing design, content, SEO, blog, navigation, and interactive demo.• Created marketing collateral such as data sheets, brochures, case studies, research briefs, and white papers. • Spearheaded marketing programs comprising trade shows, events, direct marketing, and customer reference program. • Selected and managed agencies and freelancers.

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  Akamai Technologies

  • Senior Communications Manager

    • 1999 - 2002

    • Promoted to manage executive communications and editorial brand standards.• Initiated and managed the Executive Speakers Bureau.• Created and evangelized editorial style, corporate voice, and messaging across the company.• Garnered and supported more than 100 speaking opportunities for senior executives; crafted speeches and presentation materials for keynotes at Internet World, Telecon 2000, Seybold, Digital Hollywood Broadband, and Streaming Media Europe.• Wrote and edited collateral, including newsletters, brochures, fact sheets, whitepapers, and website content.Marketing Programs Manager (1999-2000) • Managed multiple corporate marketing programs, sponsorships, and events to build image and awareness for leading content delivery network provider. • Created global brand awareness to support Akamai’s IPO, the 4th-most successful on Nasdaq in 1999.• Helped raise $20 million for the UN’s Anti-Poverty Campaign via sponsorship of worldwide NetAid initiative; developed and managed all aspects of Akamai’s NetAid marketing strategy, including collateral, public relations, advertising, online marketing, and Web activities such as a new microsite and send-to-a-friend screensaver.• Strategized and produced successful customer co-marketing initiatives, including case studies, ingredient-branding campaigns (“Delivered by Akamai”), e-mail marketing campaigns, and presentations.

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  Open Market

  • Public Relations Manager

    • 1995 - 1999

    • Managed public relations strategy, positioning, and messaging.• Contributed to successful launch and IPO; architected communications campaigns that gained national attention and introduced the concept of e-commerce to the public. For example, publicized company's support of the Patriot Trails Girl Scouts' online cookie store (the world's first), resulting in national press and TV coverage.• Introduced and explained new, complex concepts and technologies to multiple stakeholder audiences, including prospects, press, analysts, and investors, to enhance Open Market's visibility and credibility.• Strategized worldwide public relations activities for the company's IPO, new product launches, business alliances, acquisitions, and new clients such as AT&T, Disney, Intel, Business Week, etc. • Wrote all corporate, product, financial, customer, and partner announcements, approximately 100 each year, as well as managed supporting activities such as video b-roll and publicity photos.• Enhanced company reputation as an industry thought leader by writing bylined and ghostwritten articles for such publications as Internet Week, Strategy & Leadership, Internet Society Journal, Electronic Commerce Journal, and Mass High Tech.

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  Thomson Financial Services

  • Director of Communications

    • 1993 - 1995

    • Promoted to manage four-person marketing communications department and budget for portfolio management software subsidiary with four product lines. • Created and directed all communications activities to aggressively support sales efforts, including planning, media and analyst relations, advertising, direct marketing/response, collateral, trade shows, and training.• Wrote and produced SoftTalk, a customer and prospect newsletter, as well as customer case studies.Public Relations Manager (1993-1994)• Served as senior public relations counsel for financial software conglomerate with 30+ divisions.• Created external awareness of Thomson divisions via proactive media relations, resulting in worldwide press.• Developed and delivered new executive training, including Effective Presentation Skills and Successful Media Relations.• Wrote articles for DataBank, Thomson’s employee newsletter, and created the Guide to TFS Spokespersons.• Created corporate overview video for employee orientations and company events.

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  Financial Services Marketing & Academic Marketing

  • Marketing & Public Relations

    • 1985 - 1993

    In the early part of my career, I worked in marketing at Moseley Capital Management, Putnam Investments, and Fidelity Investments. At Fidelity, I produced an investor newsletter called Sector Dynamics and created and managed the company's monthly subscription-based Mutual Fund Guide. I have also worked in the academic sector as the director of marketing for several colleges, including the University of Alabama at Huntsville and Mass Bay Community College, where I earned First Place and Certificate of Merit in the 8th Annual Admissions Advertising Awards and a Bronze Medal from the National Council for Marketing and PR Medallion Awards.