My Story
I'm a technology marketer with a passion for campaign strategy and using great content to drive revenue. I've worked in B2B tech marketing for 12 years; before that, I cut my teeth in the journalism world. I believe in the vast power and potential of analytics and AI, and I'm forever trying to learn, grow and improve.
Today I lead campaign strategy for key global programs at Miro, the #1 visual workspace for innovation. I design content-centered campaign strategies to fuel field events and equip demand-gen teams to deliver qualified leads and sales opportunities for our enterprise business, merging PLG and ABM best practices to fuel Miro’s growth. Previously on the demand-gen team at Miro, I partnered with sales to deploy and continuously evolve our lead-scoring and handoff model, and worked cross-functionally to dial tactical and channel levers up and down to meet global lead and pipeline goals.
Before joining Miro, I led a small but mighty demand-generation team at LeanDNA, a supply-chain software startup in Austin, Texas, where I owned the strategy and execution of account-based marketing programs. I built our best-in-class ABM program from the ground up, working closely with our sales team to prioritize accounts and developing specialized messaging, offers, and tactics to generate and convert new opportunities in top-tier targets.
I’ve created a wealth of content and promotional materials to engage target accounts, from e-books, guides, case studies, data sheets, blog posts, and video scripts to web content, ads, direct mail, nurture programs and outbound sales sequences—customizing by industry and persona to make our prospects feel seen and heard.
Throughout my marketing career, I’ve worn an operational hat, too, developing reporting resources for teams, implementing new tech stack components, and measuring and optimizing every asset, tactic and channel at my disposal. From campaign and messaging to data and processes, I'm forever trying to learn, fix, and improve.
Some of my top recent achievements:
My programs at Miro delivered $1.96M in qualified new-logo pipeline in 2022, and I achieved an 11ppt increase from Q1 to Q2 in opportunities sourced from non-handraiser leads
My ABM program at LeanDNA supported a 65% QOQ increase in new sales meetings
My re-launch of AffiniPay’s CPACharge brand fueled 300% YOY leads growth and 76% YOY sales growth
Skills:
integrated marketing strategy, product-led growth / PLG, account-based marketing / ABM, demand generation, lead generation, lead nurturing, sales enablement, campaign development and execution, content marketing, content strategy, writing and editing, messaging and positioning, buyer persona development, email marketing, marketing automation, Pardot, Marketo, HubSpot, Salesforce, Outreach, Looker, Google Analytics, Terminus, LinkedIn Campaign Manager, Sendoso