Hi, I’m Elle, a marketing strategist and creative technologist.
I've led teams and generated over $100M in revenue, scaled accounts tenfold, and delivered growth across various industries, including SaaS, public sector, and retail. I’m also a Canva Certified Designer, an AI systems builder, and a passionate storyteller who’s not afraid of complexity. I help organizations build scalable systems that drive results across marketing, operations, and customer experience. Let’s build something brilliant.
Key Achievements
$100M+
generated through integrated marketing, capture, and sales strategies.
$80M
portfolio built via account-based marketing and personalization.
$9M
driven by demand generation campaigns in 6 months that I created and launched.
$5M+
client growth targets exceeded by $5M with QBR frameworks and retention strategies.
100+
CRM, AI, and MarTech implementations executed to scale and automate operations.
17 FTEs
Managed global teams of up to 17 FTEs for 10 years, improving collaboration and performance.
3K+
strategic media partnerships developed across radio, podcast, and TV networks.
$175K+
saved annually through vendor negotiations and AI-automated process redesign.
Education and Certifications
Grade: 4.0
Organizational Leadership and Human Behavior: Industrial/Organizational Psychology, Career Development, Counseling Techniques, Interpersonal Skills & Group Therapy, Multicultural Counseling, Behavior Modification Principles, Social Psychology, Neuropsychology
Mental Health: Diagnosis of Mental Health Disorders, Treatment of Substance Abuse
Research: Scientific Writing, Assessment
Grade: 3.7
Sigma Beta Delta member - International Honor Society for Business, Management, and Administration
Completed bachelor's degree in business, specializing in marketing, in 3 years instead of 4
Graduated Magna Cum Laude
Made the Dean's List 6/9 semesters
Earners of the SHRM Certified Professional credential (SHRM-CP) have demonstrated their mastery of HR proficiency standards as defined by the SHRM Body of Applied Skills and Knowledge® (also known as the SHRM BASK®). They are recognized for their ability to perform HR duties and responsibilities in an operational capacity effectively.
Completed a 12-week sales course to become a Certified Capture Manager with the Government Contractors Association and designed an end-to-end capture management process.
Skills & Strengths
Marketing Automation & CRM (15+ years) Spearheaded CRM and automation system rollouts for both startups and enterprise clients. Created lifecycle strategies, nurture workflows, and segmentation plans that drove MQL growth and deal acceleration.
Copywriting, Content, & SEO (15+ years) Produced strategic, high-converting content including eBooks, websites, emails, and pitch decks. Led rebrands, drove 300%+ traffic increases, and supported SEO/PPC strategies with optimized copy.
Email Marketing & Nurturing (15+ years) Ran B2B and B2C email programs across HubSpot, Marketo, and Mailchimp. Achieved 48% exec-level conversion via LinkedIn outreach and increased email open rates by 23%+ with new segmentation strategies.
Sales & Marketing Alignment (10+ years) Bridged GTM gaps by creating shared dashboards, feedback loops, and closed-loop reporting between sales and marketing. Defined lead stages, SLAs, and campaign scoring models for revenue teams.
Demand Generation & ABM (10+ years) Led campaigns that generated $2M revenue and $7M pipeline in 6 months. Developed ABM programs with personalized content, SDR training, and BDR integration — reaching 231 key accounts and unlocking $80M pipeline.
GTM Strategy & Personalization (5+ years) Built go-to-market strategies integrating CRM, automation, AI, and segmentation to drive hyper-targeted engagement. Implemented personalization at scale via LinkedIn, email, and web content, significantly improving conversion rates.
100+ Technical Implementations (15+ years) Led over 100 implementations across CRM, MarTech, analytics, HR, LMS, and content platforms. Oversaw vendor selection, requirements gathering, stakeholder alignment, testing (UAT), rollout, and training.
Websites & Graphic Design (15+ years) Designed and managed dozens of websites using WordPress, Drupal, and custom CMS platforms. Earned Canva Design Partner certification (1 of only 14 globally) and delivered collateral for federal and commercial use.
Salesforce & HubSpot Expert (15+ years) Executed Salesforce-HubSpot integrations, lead management frameworks, and complex automation workflows. Onboarded 20+ clients, resolved sync issues, redefined lead scoring, and improved pipeline visibility across orgs.
Data Analysis & Reporting (10+ years) Produced executive dashboards, campaign performance reports, and budget/utilization metrics using Google Analytics, Power BI, Tableau, and custom-built tools. Integrated A/B testing and conversion optimization into multi-channel strategies.
Client Engagement & Retention (15+ years) Revitalized underperforming accounts, transforming $300K into $4M in 3 months and rescuing $400K renewals. Used strategic reporting, transparency, and relationship-building to achieve 100% client retention in multiple roles.
Strategic Partnerships (15+ years) Forged exclusive partnerships with platforms like Canva, media vendors, and podcast networks — driving down costs and expanding service capabilities. Negotiated win-win contracts aligned to business and client goals.
Sales & Account Management (10+ years) Managed global portfolios up to $80M. Created account plans, proposals, and strategic reviews to identify upsell opportunities and drive client growth. Delivered perfect NPS scores across SaaS and agency engagements.
Capture Manager & Proposals (10+ years) Built government capture systems from scratch, developed branded templates and past performance libraries, and led full RFP responses. Earned Capture Manager certification (valedictorian) and submitted bids to DoD, SLED, and federal agencies.
Sales Goals & Pitch Presentations (10+ years) Developed and delivered pitch decks for marketing automation, AI, CRM solutions, and demand gen strategy — securing multi-million-dollar accounts and closing deals without competitive RFPs.
Project Management (15+ years) Directed multimillion-dollar marketing, CRM, and transformation programs using Agile and hybrid PM methodologies. Tools include Jira (Scrum certified), Asana, Trello, Wrike, Smartsheet, and Microsoft Project.
HR & Employee Engagement (15+ years) Reduced turnover from 6% to 1% through company-wide engagement initiatives, onboarding programs, and pulse-check feedback systems. Implemented HRIS systems and PIPs, ensuring performance tracking and equitable compensation strategies.
Team Leader of 2–17 Employees (10+ years) Managed diverse global teams across client services, marketing, and technical operations. Built training programs, promoted team members, and coached both junior and senior staff through large-scale change and delivery cycles.
Executive-Level Communications (15+ years) Crafted C-level messaging, internal communications, board materials, and campaign narratives for execs across marketing, strategy, and operations. Produced executive QBRs, investor presentations, and enterprise pitch decks for $100M+ portfolios.
C-Suite Collaboration (15+ years) Acted as a trusted advisor to executive teams, regularly presenting business cases, strategic roadmaps, and performance reviews to CMOs, CTOs, CFOs, and CEOs. Led initiatives that resulted in $100K+ in operational cost savings.
Large-Scale Event Management (15+ years) Managed events ranging from internal sales summits to national conferences and global virtual experiences. Coordinated venues, vendors, budgets, production teams, and post-event ROI reporting—producing events with 300–600%+ expected engagement.
Presenting & Public Speaking (10+ years) Delivered presentations to executive stakeholders, clients, and conference audiences. Led live trainings, onboarding sessions, webinars, and strategic briefings on marketing transformation, proposal strategy, and creative execution.
Industry Specialties
With 17+ years of experience in marketing, business development, digital transformation, and strategic leadership, I’ve delivered measurable impact across the public and private sectors. Below are the primary industries where I’ve built scalable systems, led award-winning campaigns, and helped organizations achieve breakthrough growth.
As Chief Marketing Officer at Pierce Systems and Demand Generation Director at NielsenIQ, I’ve led omnichannel marketing strategies across B2B and public sector campaigns. My work has spanned digital content, SEO, email marketing, campaign automation, and creative strategy, including managing $80M portfolios and producing 600x engagement growth through personalized demand generation efforts.
At Pierce Systems, I built a compliant capture management infrastructure from the ground up, serving as Capture Manager and Proposal Writer. I led RFP responses, developed branded past performance libraries, and secured partnerships with agencies, including the Department of Defense. Notably, I delivered programmatic campaigns for Portsmouth Naval Shipyard that doubled event attendance and saved $35K in media spend.
As a Marketing Consultant to nonprofits, I’ve developed content, onboarding flows, and video campaigns that reflect mission-driven values and drive enrollment, engagement, or donor support. I’ve worked with nonprofits, universities, and humanitarian initiatives to create high-impact messaging, often on limited budgets and accelerated timelines.
At UL, a global nonprofit focused on science, safety, and sustainability, I collaborated directly with C-suite leaders and technical experts to improve internal communications, launch employee engagement initiatives, and manage content for Greenguard.org — securing a 100% client retention rate through strategic CMS updates and QA processes. I also created and executed a revenue recovery program that reclaimed $30K in backlogged emissions testing funds in just three weeks.
While attending Pepperdine University, I served as a Career Counselor, developing asynchronous learning programs and onboarding experiences for graduate students in remote environments. I designed curriculum using the ADDIE model and Kajabi LMS, and launched recruitment campaigns that drove a 50% increase in completion rates and a 10% enrollment conversion.
Throughout my career, from consulting work to leadership at Pierce Systems, I've supported recruitment campaigns and brand messaging for healthcare-focused initiatives. My work emphasizes regulatory alignment, empathetic content, and marketing systems that support long-term patient and provider engagement.
I’ve led over 100 tech implementations in roles at WPP, Duetto, and Pierce Systems, including Salesforce and HubSpot integrations, UAT testing for Microsoft Dynamics, and platform migrations from Pardot to HubSpot. At Pierce Systems, I applied enterprise-level logic to small business environments, selecting and deploying agile, automation-ready tools that streamlined campaign launch and internal ops.
My experience includes ghostwriting eBooks and developing strategic content for wealth management firms and financial clients during my consulting tenure. I’ve built demand gen programs and lead nurture flows tailored for financial advisory and high-trust industries, integrating CRM workflows and targeted messaging aligned with sales goals and compliance requirements.
I also worked for Duetto, a B2B SaaS platform for revenue management in the hospitality industry, where our target audience was financial executives.
At MG Consulting and WPP, I led strategic growth and organizational transformation for clients across multiple industries. I secured multimillion-dollar contracts for tech firms, scaled underperforming accounts by 13x in three months, and supported C-level strategy with end-to-end proposal development, pitch delivery, and program execution.
As an Organizational Development Consultant, I led content and digital strategy initiatives for small and mid-sized businesses in fashion, lifestyle, and retail. My work drove 300% increases in website traffic, secured 5x daily sales spikes, and supported rebrands that elevated customer experience and brand identity across channels.
Download My Resume
Writing Expertise
I've acquired business writing expertise during campaign development, content creation, presentation development, and delivery.
Writing has been a passion of mine since 2014 when I became a ghostwriter on multiple blogs hosted on HubSpot. I have written with SEO in mind to capture more visitors and increase traffic. I use keyword search tools to check my content for the most appropriate keywords and to create new content ideas.
From 2014 to 2016, I was a ghostwriter for dozens of blogs, with results that generated $2M for one client and five sales in one day for another.
Storytelling is essential in all my passions—marketing, psychology, writing, and acting. I write 750 words daily and critique another's work on Critique Circle. I also submit my chapter for critique at the end of each week, so I consistently improve my storytelling and writing abilities.
I also worked on my writing while attending Pepperdine (2018-2020).
Proposals and Pitches
From 2022 to 2025, I created, delivered, and submitted 30+ proposals and pitches. These are a few examples of the various types.
Presentations
From 2022 to 2025, I created, collaborated on, and delivered dozens of presentations. These are a few examples of client QBRs, strategic and analytical presentations, and conference presentations.
Account Director Results
These internal presentations showcase real results achieved as an Account Director.
PROFESSIONAL EXPERIENCE
Chief Marketing Officer | Jul 2023 – Present
Company: Pierce Systems | Location: Remote | Industries: Government, Tech, Advertising, Marketing
Situation
I saw a gap in how most agencies connected strategy to execution in government contracting. Few had both the marketing expertise and the infrastructure to compete effectively in the federal and SLED (state, local, education) markets.
Task
My goal was to build a credible, competitive agency from the ground up—without outside funding—that could deliver compliant capture management, proposal frameworks, and modern digital marketing campaigns for public sector clients.
Action
Launched Pierce Systems and wore multiple hats as founder and CMO—strategist, capture manager, marketer, and operator.
Built the full business infrastructure: brand, website, service lines, outreach, and delivery systems.
Earned Certified Capture Manager credentials (valedictorian) to ensure compliance with procurement standards.
Designed repeatable proposal frameworks and capture workflows that streamlined RFP responses.
Pursued high-value differentiators, such as becoming one of only 14 global Canva Certified Design Partners, to strengthen credibility.
Executed go-to-market strategies targeting DoD, SLED, and federal agencies with tailored messaging, market research, and digital campaigns.
Result
Established Pierce Systems as a viable competitor in public sector marketing, successfully delivering compliant, compelling proposals.
Increased RFP eligibility and win velocity through scalable capture systems and reusable assets.
Delivered recruitment and omnichannel campaigns for agencies including the Department of Defense, doubling event attendance while cutting costs by $175K.
Built a foundation of partnerships, credentials, and infrastructure that positioned the agency for long-term growth in government contracting.
I partnered with Canva to earn Pierce Systems a graphic design certification, making them one of 14 Canva-certified graphic design experts. I then created this presentation for their clients.
The certification required me to pass six advanced graphic design challenges and complete five graphic design courses, each with tests, all of which I needed to pass at 100%. It took several months, during which I worked closely with Canva experts. It was invaluable, and I feel more confident than ever in my graphic design capabilities.
I developed media partnerships that allowed us to offer programmatic advertising placements at significantly lower CPMs than other agencies in the market. This involved evaluating dozens of vendors and platforms, negotiating directly with those selected, analyzing rate structures, and crafting value-aligned proposals that benefited both sides. I created this sales page based on offerings developed which extend to thousands of radio stations, podcasts, TV stations, and social networks. These relationships enable me to secure lower CPMs, allowing me to deliver more results at a lower cost to anyone I work with on media placement.
Portsmouth Naval Shipyard needed to improve recruitment event turnout and reduce ad spend inefficiencies. They had run traditional radio ads before, but results were stagnant, particularly during key hiring periods like summer and holidays.
Over the course of a year, I was responsible for planning and executing a continuous stream of high-performing advertising campaigns to support ongoing hiring needs. The goal was to drive attendance, improve cost-efficiency, and modernize their outreach strategy.
I designed and executed a year-long programmatic advertising strategy across radio and podcast platforms:
Created, launched, and iterated on 30-second audio ads targeted by location, genre, and demographic (ages 25–54).
Used programmatic platforms to reach high-intent audiences at scale via 2,500+ streaming radio stations and curated podcast networks.
Produced new creative on-demand, adjusted placements monthly based on performance analytics, and optimized ad timing around key events.
Provided regular reporting to government stakeholders and served as their point of contact for performance analysis.
Results:
Doubled attendance at key events, including a July 4th hiring fair with 140+ attendees, a record for a historically low traffic period.
Achieved a sustained record-breaking attendance throughout the year, with one event reaching a record 170 attendees.
Reduced annual media spend by $175k+ through targeted buys and optimized placements.
Strengthened the shipyard’s hiring outcomes while proving the long-term value of data-driven, agile marketing in the public sector.
Coming from enterprise environments where tools like Salesforce, Marketo, and HubSpot were standard, I found myself navigating an entirely different landscape while building a small business, one with tighter budgets, leaner teams, and a need for more straightforward and faster tools.
My objective was to transform internal operations, not with enterprise tech stacks that require months to configure, but with right-sized tools that support speed, automation, and high-quality delivery for a small, agile team.
I personally tested over a dozen sales and marketing platforms across a variety of categories, including:
All-in-ones: HubSpot, ActiveCampaign, EngageBay, Zoho
Email marketing: MailChimp, Brevo, ConvertKit, Drip
CRM: Nutshell, Pipedrive, OnePage, FreshSales
Other: LeadPages, Flodesk
I tracked deliverability, automation logic, UX limitations, analytics depth, and pricing. I experienced firsthand the pain of hidden costs, clunky interfaces, and unreliable behavior (e.g., formatting bugs, lost campaigns, and unsafe downloads). Ultimately, I selected MailerLite and OnePage CRM, as they offered the strongest balance of automation, customization, analytics, and cost efficiency, aligning with the needs of a small yet performance-driven agency.
Results:
Enabled a lean, no-meeting campaign launch model, reducing operational friction for Pierce Systems and their clients.
Created scalable systems that mirrored enterprise-level sophistication but were built on accessible, intuitive tools that made sense for a small business environment.
Proved that digital transformation isn’t about the most expensive tools. It’s about choosing what works, scales, and empowers teams at the right level.
Completed a jobber, QuickBooks, and AI Receptionist implementation for a small business client that is reducing admin time and increasing accounts receivable.
Pierce Systems Work Samples
Canva Partnership Pitch Presentation
The presentation was created with Canva as a pitch deck for joint services.
Proposal Example
This proposal was created for the National Science Foundation. I used the 2025 proposal template I created as a tool for easy proposal creation.
Government Collateral Example
Capabilities Statement is a one-pager for selling to the government.
Strategic Account Director | Jun 2022 – Jul 2023
Company: Ogilvy One | Location: Remote | Industries: B2B SaaS, Healthcare, Finance, Tech, Advertising, Marketing
At Ogilvy One, I led a fully remote, global team of 17 offshore managers and specialists, supporting a complex enterprise client portfolio across marketing automation, lead management, and technical implementation services. My objective was to ensure operational excellence and exceed a $5M revenue goal while managing budgets, renewals, and resource allocation across time zones and functions.
Actions:
Owned full scope of contract management, renewals, and budget utilization for key accounts.
Developed strategic Account Plans, QBRs, and tailored client engagement playbooks to drive alignment and identify opportunities.
Oversaw delivery teams executing services across platforms, including Braze, Eloqua, and Wrike, ensuring each project met standards and timelines.
Introduced performance dashboards and real-time utilization models to prevent scope creep and improve resource efficiency.
Results:
Surpassed the $5M revenue goal through strategic upsell, renewals, and efficient delivery.
Delivered error-free production across 17-person global team, contributing to best-in-class CSAT.
Positioned OgilvyOne as a trusted, strategic partner capable of scaling complex marketing and automation services globally.
I inherited a struggling $300K account that was underperforming due to communication breakdowns, operational inefficiencies, and a lack of visibility between the US-based and offshore teams. It had the potential to grow, but execution challenges were eroding client trust. I was brought in to stabilize the relationship, improve delivery workflows, and rebuild credibility with the client, ultimately transforming the account into a high-performing portfolio and expanding our scope.
Actions:
I conducted an immediate root-cause analysis, engaging both onshore and offshore project managers to identify inefficiencies in tracking, execution, and feedback loops.
Introduced new collaboration tools (Zoho Projects and SharePoint) to provide real-time tracking and reporting.
Collaborated daily with a newly appointed India-based project manager to reinforce transparency and alignment.
Led weekly client syncs and crafted detailed email follow-ups and executive summaries.
Delivered an on-site QBR, walking the client through our new roadmap and execution model.
Results within just 3 months:
Grew the account from $300K to $4M, a 13x increase in value.
Positioned the account as Ogilvy One’s top-performing client relationship.
Cemented trust and opened the door to broader multi-team expansion and cross-selling services.
View the Adobe conference presentation sharing these results HERE.
A $400K client relationship was at risk due to recurring QA issues, missed timelines, and a lack of visibility into project progress. The client was preparing to open the contract for competitive bidding - a major retention threat. My mission was to restore confidence, deliver flawlessly under pressure, and retain the contract without an RFP - a rare achievement in this environment.
Actions:
Initiated a full audit of QA breakdowns and identified critical gaps.
Launched weekly utilization tracking, tied to budget and deliverable timelines.
Developed and implemented QA checklists and dashboards to ensure consistent delivery and accountability.
Enabled seamless WordPress migration and production handoff under tight deadlines, preserving client trust and driving error-free delivery during a volatile transition period.
Built custom performance dashboards and QA workflows, improving visibility into project performance, boosting team accountability, and reducing scope slippage.
Regularly communicated progress and performance metrics to the client.
Facilitated the seamless onboarding of a new Client Manager post-save, ensuring continued success.
Results:
Successfully retained the $400K contract without entering a competitive bid process.
Delivered all assets error-free and under budget.
Situation:
A $200K GE Power Services account was at risk. Executive stakeholders questioned campaign ROI, as raw data (email open/click rates, webinar attendance, unsubscribes) wasn’t telling a clear story of impact. Renewal was in jeopardy without transparency and a path forward.
Task:
Rebuild executive confidence, prove value, and secure renewal while uncovering growth opportunities through a more strategic, insight-driven approach to campaign reporting.
Action:
Partnered with a data analyst to consolidate and evaluate dozens of nurture and webinar campaigns.
Developed detailed analyses and executive presentations, including:
Customer Nurture Analysis (Nov 2022): Segmented open/click performance, identified underperforming subject lines, optimized CTA structure, and recommended re-engagement flows.
Webinar Performance Analysis (Aug 2022): Compared global vs. localized campaign impact, assessed attendee drop-off trends, and introduced strategies like “last call” invites and post-event re-engagement.
Campaign Reporting Decks (Mulesoft integration, 2022): Translated raw performance data into executive-level dashboards, highlighting ROI drivers and optimization paths.
Crafted a compelling narrative tying metrics to business outcomes, showing how improved targeting, personalized content, and AI-readiness assessments could accelerate pipeline.
Equipped account teams with reusable QBR templates and storytelling frameworks to replicate the approach across clients.
Results:
Secured the $200K renewal and uncovered $600K in upsell opportunities by demonstrating clear ROI and future growth potential.
Repositioned Client Services from “reporting support” to a strategic revenue partner.
Established a repeatable executive storytelling model that became standard practice across multiple Fortune 500 accounts.
Situation
Client reviews (QBRs) were treated as routine check-ins, missing opportunities to upsell or deepen strategic value. At the same time, major accounts like Adobe and Braze needed sophisticated proposals, roadmaps, and delivery governance to drive renewals and program expansion.
Task
Transform QBRs and executive reviews into revenue-generating forums, while also building scalable proposals and delivery frameworks that could prove ROI, surface new opportunities, and ensure flawless global execution.
Action
Reimagined QBRs as strategic growth reviews, incorporating ROI dashboards, performance metrics, AI-readiness assessments, and customer journey personalization opportunities.
Developed customized pitch decks, proposals, and program plans for Adobe, Braze, Wrike, Eloqua, and AI maturity assessments.
Partnered with delivery teams to implement collaboration tools (Zoho, SharePoint), utilization models, and production governance frameworks that standardized reporting and improved transparency.
Created templates and coaching for account teams, enabling them to replicate and scale the strategic QBR model across the portfolio.
Integrated contract, renewal, and budget management into the process, ensuring alignment of financial oversight with client engagement strategies.
Results
Closed $500K in immediate upsell opportunities and ultimately unlocked $5M+ in renewals and expansions.
Improved client satisfaction to best-in-class levels, cited in feedback surveys for transparency, value-add insights, and strategic partnership.
Shifted the organization’s perception of Client Services from a tactical support function to a trusted revenue partner.
Ogilvy One Work Samples
Financial Tech Braze Proposal
This proposal had a 24-hour turnaround.
Financial Services Personalization Proposal
This proposal was created in collaboration with the executive team for a financial services prospect.
Marketing Maturity Assessment Plan
This was created for an existing client who needed a marketing assessment.
Healthcare Marketing Proposal
This proposal was created in collaboration with the executive team for a healthcare prospect.
Quarterly Business Review Example
This QBR was created for an existing client.
Utilization Dashboard Example
This was created for an existing client to ensure transparency regarding the work being done.
Demand Generation Director | Nov 2021 – Jun 2022
Company: NielsenIQ | Location: Remote | Industries: Consumer Intelligence, Retail
At NielsenIQ, my task was to build a substantial book of business targeting mid-market prospects in the consumer intelligence sector, requiring an omnichannel approach to engage core prospects in a brand new segment.
Actions:
Acquired 231 target accounts worth $80M in revenue from prospects and customers within company databases in Salesforce and HubSpot.
Verified end-user and executive contacts within 231 target accounts utilizing third-party resources like ZoomInfo and ZeroBounce.
Reviewed and segmented target lists with the sales team.
Created SDR Outreach program targeting 231 accounts and trained SDRs and sales teams.
Developed and regularly updated transformation plans for medium-sized businesses, ensuring these plans were actionable and aligned with the evolving needs and challenges of our target accounts. Regular updates and presentations to executive leadership ensured transparency and alignment at every stage of the process.
Results:
The result of these concerted efforts was the acquisition of 231 target accounts, worth $80M in revenue.
This achievement reflects the success of our targeted marketing and advertising campaigns, underscoring the effectiveness of a holistic approach to business development, from strategic research and customized pitch development to targeted SDR outreach and executive engagement.
My task was to develop and execute omnichannel ABM strategies, leveraging the corporate website and integrated channels to drive record-breaking pipeline growth within an $80M portfolio.
Actions:
Drafted a 6-month campaign plan with 22 persona-based omni-channel sales funnels, including 6Sense targeted ads, social media ads, LinkedIn Sales Navigator, lead magnets with landing pages, nurture sequences, virtual events, consultation offers, and detailed analytics.
Collaborated with the sales team to provide sales enablement tools, sales cadence templates, and pitch development support.
Created targeted eBooks with engaging microsites and comprehensive lead-nurturing sequences with organic and paid social media. These efforts were designed to attract and deeply engage our target audience, guiding them through the sales funnel with content tailored to their specific needs and interests.
Results: Generated over $250K in immediate revenue post-launch, 89 leads, and a 23% CTR from 3 segmented nurtures with downloadable reports, microsites, and email series.
The sales development representative (SDR) team struggled with inconsistent engagement and slow conversion rates across target accounts due to a lack of structured onboarding, training, and standardized processes.
Task: My goal was to design a comprehensive SDR enablement program to improve engagement rates, accelerate conversion velocity, and ensure alignment with enterprise go-to-market (GTM) goals.
Actions: I spearheaded the creation of a 90-day SDR onboarding and enablement program, incorporating tailored training modules, detailed playbooks, and structured stakeholder interactions. The program included:
Onboarding Roadmap: A clear 90-day plan outlining daily responsibilities, technical access, and role-specific expectations to accelerate ramp-up.
Training Modules: In-depth sessions on product knowledge, target account strategies, and effective outreach techniques to empower SDRs to articulate value propositions confidently.
Playbooks: Standardized, actionable guides for engaging target accounts, including scripts, objection-handling frameworks, and best practices for pipeline progression.
Stakeholder Integration: Arranged introductions and regular syncs with key GTM stakeholders to align SDR efforts with broader enterprise goals.
Buddy System: Paired new SDRs with experienced team members to provide ongoing guidance, foster collaboration, and enhance confidence.
Results: The program led to a measurable increase in engagement rates with target accounts, improved conversion velocity by streamlining outreach processes, and strengthened internal alignment with GTM objectives, enabling SDRs to drive higher-quality pipeline growth.
View folder with marketing plans and presentations HERE.
Our marketing team needed to implement Microsoft Dynamics as a new marketing automation platform to enhance campaign efficiency and data accuracy. However, previous implementations had faced challenges with user adoption and system reliability due to inadequate testing and change management.
Task: As a MarTech leader, I was tasked with leading the User Acceptance Testing (UAT) and change management processes to ensure a successful rollout, maximize user adoption, and improve data accuracy.
Actions: I spearheaded a cross-functional initiative to drive the implementation, focusing on collaboration, user-centric testing, and effective change management:
Cross-Functional Collaboration: Partnered with Learning and Development, IT, and change management teams to align on project goals and create a unified strategy for the rollout.
Comprehensive UAT Process: Designed and led a rigorous UAT phase, engaging end-users to test the platform’s functionality from their perspective. This included iterative testing cycles to identify and resolve issues like workflow inefficiencies and data integration errors.
Change Management Strategy: Developed tailored training programs and communication plans to prepare users for the transition, addressing concerns and highlighting benefits. I introduced feedback loops to incorporate user insights, ensuring the system aligned with the marketing team's needs.
Proactive Risk Mitigation: Anticipated potential adoption barriers and worked with stakeholders to refine system configurations and streamline user interfaces before launch.
Result: The Microsoft Dynamics implementation was completed on time, achieving a 30% improvement in data accuracy through enhanced system reliability and cleaner data flows. User adoption rates increased significantly due to intuitive design and thorough training, enabling the marketing team to execute campaigns more efficiently and align with organizational goals.
NielsenIQ Work Samples
Demand Generation Manager | Dec 2020 – Nov 2021
Company: Duetto | Location: Remote | Industries: Hotels, Finance, B2B SaaS, Startup
At Duetto, a B2B SaaS company in the hospitality sector, the COVID-19 pandemic disrupted traditional marketing channels, creating significant challenges in meeting revenue and pipeline goals. The company needed a robust omnichannel strategy to engage high-value prospects and maintain sales momentum in a highly competitive and economically constrained environment.
Task: As Demand Generation Manager, my task was to lead a global marketing team to build a qualified pipeline, leveraging Account-Based Marketing (ABM) and demand generation strategies across omnichannel platforms (website, email, social, and virtual events) to drive acquisition and engagement among core prospects.
Actions:
Spearheaded a comprehensive omni-channel ABM and demand generation strategy, integrating Duetto’s website, HubSpot email campaigns, LinkedIn Sales Navigator, and virtual event platforms (Zoom, Postal.IO, Sendoso).
Conducted in-depth research to expand our target account list, collaborating with a data research agency to enrich prospect data with key contacts across regions and tiers.
Optimized the website with personalized landing pages and SEO-driven content, and intent-based targeting using Demandbase for higher conversions.
Developed targeted email campaigns and a CEO outreach program via LinkedIn Sales Navigator, achieving a 48% conversion rate for executive engagement.
For the Revenue Strategy Forum, coordinated paid media and email nurturing, securing 600+ attendees (300x the goal).
Implemented a Sendoso gifting program, sending branded swag to prospects, integrated with website CTAs and email flows for hyper-personalized engagement.
Trained the global team on omnichannel execution, using Salesforce dashboards to monitor real-time performance and refine segmentation.
Virtual events, hosted via On24, Zoom, and Postal.IO, ensured continuous engagement, maintaining momentum across all channels.
Results:
The omni-channel strategy delivered $2M in revenue and a $7M qualified pipeline within six months, exceeding targets.
The Revenue Strategy Forum drove $400K in revenue with 600+ attendees
The Sendoso gifting program generated $250K in sales for a single rep in seven days.
Website conversions increased by 30%, and overall engagement rates rose by 20%, positioning Duetto as a market leader.
At Duetto, our Account-Based Marketing (ABM) efforts needed to drive substantial revenue and pipeline growth while managing program direction and budget constraints in a competitive B2B SaaS market.
Task: My goal was to develop and execute targeted ABM campaigns to create a qualified pipeline of high-value target accounts.
Actions: I took a strategic and hands-on approach to ABM program development:
Expanded the target account list by adding new regions and tiers, collaborating with a data research agency to enrich prospect data with key contacts.
Developed comprehensive Salesforce dashboards for real-time tracking and agile strategy adjustments.
Crafted and executed ABM campaigns integrating HubSpot email flows, personalized website content, and LinkedIn outreach for precision targeting.
Integrated an outsourced Business Development Representative (BDR) program to augment lead generation efforts.
Launched a Sendoso gifting program with branded swag, tied to personalized CTAs, to drive engagement with high-value prospects.
Results:
The ABM campaigns generated $1.1M in revenue, including:
$140K direct revenue, $875K in qualified pipeline
$350K in opportunities from the BDR program
The Sendoso gifting initiative yielded $250K
Targeted webinar attracted 30 high-value attendees in one week, demonstrating the effectiveness of personalized, data-driven strategies.
Achieved 600 registrations, which was 300x over the registration goal with a single targeted email using ABM data
Duetto’s Revenue Strategy Forum, a key virtual event, needed to drive significant registrations and revenue during the COVID-19 pandemic, despite limited in-person engagement opportunities.
Task: As a MarTech leader, I was responsible for leading end-to-end planning and execution of the Revenue Strategy Forum to surpass registration goals of 100. by achieving 600+ attendees and generating $400K in revenue.
Actions: I orchestrated a comprehensive strategy to maximize event impact:
Coordinated paid media campaigns across LinkedIn and Google Ads, integrated with HubSpot email nurturing sequences to drive registrations.
Leveraged virtual event platforms like On24, Zoom, and Postal.IO to create engaging, interactive experiences tailored to hospitality prospects.
Collaborated with marketing and sales teams to align messaging with target account needs, ensuring relevance and appeal, and sending targeted campaigns.
Result: The Revenue Strategy Forum exceeded expectations, achieving 600+ attendees (6x the registration goal) and generating $400K in revenue, solidifying Duetto’s position as a revenue thought leader in for financial executives in the hospitality SaaS space.
Conducted interactive virtual experiences to support sales teams during the pandemic, including Weber and Zoom, Wine and Zoom, and a Greek Virtual Summit that generated $500K
Led end-to-end planning for Revenue Strategy Forum event, surpassing registration expectations by 6x with 600 attendees, resulting in $400K
Implemented virtual events through Postal.IO and Sendoso gifting platform during pandemic, resulting in $250K in sales for one salesperson
Created an executive outreach program: Engaging C-level executives at target accounts was crucial for Duetto to drive strategic deals; however, traditional outreach methods yielded low response rates in a competitive B2B SaaS market. My goal was to develop a CEO outreach program using LinkedIn Sales Navigator to achieve a high conversion rate and foster meaningful executive-level engagement.
Actions:
Collaborated with Duetto’s CEO to craft personalized messages tailored to each organization’s challenges and opportunities.
Leveraged LinkedIn Sales Navigator for precise targeting of executives from key accounts, ensuring relevance and impact.
Monitored engagement metrics and iterated messaging based on response data to optimize conversion rates.
Aligned outreach with broader ABM campaigns to ensure consistency across touchpoints.
Result: The CEO outreach program achieved a 48% conversion rate, significantly boosting executive engagement and driving strategic conversations that advanced Duetto’s deal pipeline and market positioning.
Duetto’s marketing operations suffered from inefficient lead workflows and synchronization issues between Salesforce and HubSpot, which slowed pipeline velocity and hindered campaign performance.
Task: As a MarTech leader, I was tasked with rebuilding the Salesforce-HubSpot integration and optimizing lead workflows.
Actions: I led a comprehensive overhaul of the marketing tech stack:
Conducted an in-depth audit of the Salesforce-HubSpot integration, identifying and resolving synchronization issues to ensure seamless data flow.
Reconfigured HubSpot’s campaign management process, streamlining workflows for lead generation and nurturing.
Hired, trained, and managed a Demand Generation Lead to implement a robust lead management framework tailored to LATAM campaigns and broader operations.
Developed Salesforce dashboards to provide real-time insights into sourcing channel effectiveness, enabling data-driven strategy adjustments.
Result: The rebuilt integration optimized workflows, increasing pipeline velocity by 30% and improved campaign efficiency and lead quality. The enhanced tech stack provided actionable insights, enabling more effective marketing strategies and solidifying Duetto’s data-driven marketing operations.
Duetto Work Samples
Graduate Student & Consultant | Apr 2018 – Sep 2020
Company: Pepperdine University | Location: Remote | Industries: Higher Education, Psychology, Nonprofit, Healthcare, Finance, Retail, Tech, Travel
I faced the challenge of developing a specialized career counseling course for remote professionals, addressing their unique needs in a virtual learning environment with initially low completion rates.
Task: My goal was to design and teach a course using the ADDIE model on the Kajabi LMS, boosting completion rates by 50% and increasing enrollment conversion by 10%.
Actions: I took a strategic approach to course development and promotion:
Utilized the ADDIE model to design a comprehensive curriculum, conducting research and anonymous surveys to align content with remote professionals’ challenges.
Employed Trello and Excel to map out course objectives and modules, blending asynchronous and synchronous materials on Kajabi LMS for engagement.
Addressed low completion rates by gathering student feedback and introducing orientation materials to provide additional support.
Created omnichannel lead funnels, including YouTube series, blog posts, social media content, and eBooks, to drive enrollment through a webinar I led.
Results:
The course achieved a 50% increase in completion rates, reflecting improved student engagement and success.
The lead funnel strategy drove a 10% conversion rate, attracting 117 registrants in 7 days with a $5/day Facebook ad budget.
Driving consistent lead generation for a career counseling course required a scalable, omnichannel approach to engage remote professionals effectively.
Task: My task was to build omnichannel lead funnels, incorporating webinars, YouTube series, and email nurture streams, to maximize enrollment and engagement.
Actions: I designed and executed a comprehensive lead generation strategy:
Created a YouTube series, blog posts, social media content, and eBooks to attract prospects to a webinar introducing the course.
Developed targeted HubSpot email nurture streams to guide leads through the enrollment funnel.
Leveraged Kajabi LMS to host engaging content and track user interactions, optimizing the funnel based on performance data.
Monitored campaign metrics and iterated content to improve conversion rates and user engagement.
Results: The omnichannel lead funnels drove a 10% enrollment conversion rate, attracting 117 signups in 7 days with a $5/day Facebook ad budget, demonstrating the effectiveness of integrated MarTech strategies in lead generation.
Numerous companies across industries needed to transition to HubSpot from existing marketing automation platforms, requiring seamless integration and high user proficiency to maintain operations without downtime.
Task: My objective was to onboard 10+ clients onto HubSpot, achieving 100% customer relationship scores through effective training and implementation.
Actions: I led the onboarding and implementation process with a focus on client success:
Conducted tailored training sessions to ensure client proficiency in HubSpot, addressing technical challenges like field mapping and dashboard setup.
Customized lead nurture workflows to align with each client’s unique needs, ensuring seamless system integration with no downtime.
Collaborated closely with clients to troubleshoot issues and provide strategic guidance on marketing processes.
Earned additional HubSpot certifications to enhance expertise, enabling more effective support and implementation.
Results: Successfully onboarded 10+ clients onto HubSpot with zero downtime, achieving 100% customer relationship scores. Strategic process reviews enhanced client marketing efficiency, solidifying my reputation as a trusted MarTech partner.
Clients across diverse industries required tailored marketing content and robust reporting to improve campaign performance and customer experiences, but lacked cohesive strategies and actionable insights.
Task: My goal was to create cross-industry marketing content (video, SEO blogs, eBooks, nurture flows, persona docs) and reporting dashboards to enhance campaign effectiveness and client satisfaction.
Actions: I delivered versatile, high-impact MarTech solutions:
Produced video content and case studies for a non-profit, target personas for an online pharmacy, eBooks for a wealth management firm, and lead nurture strategies with performance reports for a travel agency.
Managed SEO and paid search campaigns for a toy company, optimizing visibility and engagement.
Developed customized HubSpot dashboards to provide real-time campaign insights, enabling data-driven decision-making.
Acted as a Scrum Master on Jira, leading client teams through project management platform transitions to streamline workflows.
Results: The tailored content and dashboards enhanced campaign performance across various industries, resulting in increased engagement and customer satisfaction. Clients reported enhanced experiences, with measurable increases in campaign effectiveness and operational efficiency.
Career Counselor & MarTech Consultant Work Samples
While pursuing a master's degree in psychology at Pepperdine University, I developed an online career counseling course for remote work professionals or those seeking remote work opportunities, aligning with my thesis on the benefits of remote work.
Supported 10+ clients as a HubSpot MarTech Consultant. All clients required HubSpot implementation and onboarding, along with marketing enablement, which included various marketing campaign support pieces from persona development to reporting dashboards and everything in between.
Campaign Manager | Oct 2016 – Feb 2018
Company: BDO Digital (previously DemandGen) | Location: Remote | Industries: B2B SaaS, Tech, Retail, Marketing
I managed a diverse remote team of production specialists who faced intense workloads, varied skill levels, and diverse motivations, making it challenging to consistently meet aggressive revenue goals.
Task: My goal was to lead the team to exceed revenue targets through adaptive leadership, ensuring each member was motivated and supported to achieve their individual and collective objectives.
Actions: I implemented a personalized management approach:
Conducted one-on-one meetings to understand each team member’s work preferences, strengths, weaknesses, and career aspirations.
Tailored my leadership style, providing structured guidance with regular check-ins for some, while offering autonomy and encouragement for others to voice challenges.
Facilitated growth opportunities, such as securing a promotion for an ambitious team member by aligning her with high-impact projects.
Utilized TinyPulse to track goal progress and gather feedback, fostering a positive and productive team environment.
Results:
The team exceeded revenue goals by $1M, driven by improved engagement and tailored support.
One team member publicly recognized me as their best manager during a company meeting, highlighting the success of my adaptive leadership in creating a high-performing remote team.
Additional Actions: I assumed a leadership role with my colleagues who also managed teams to aid the entire marketing function:
Redesigned the onboarding framework to integrate new hires into company culture and workflows, incorporating role-specific training and clear expectations.
Implemented scorecards and pre-employment personality assessments to match candidates with suitable roles, streamlining the hiring process.
Deployed TinyPulse to gather continuous feedback and monitor team satisfaction, enabling data-driven adjustments to support career development.
Established performance-based growth metrics to promote fairness and align individual goals with company objectives.
A key client was at risk of leaving due to dissatisfaction with their previous team’s performance, threatening a significant account and revenue stream.
Task: My goal was to revitalize the client’s nurture programs across 14 targeted segments to deliver more qualified leads and secure client renewal.
Actions:
Conducted a detailed review of the client’s issues, creating a shared spreadsheet to track discussions, actions, and project statuses for transparency.
Revitalized nurture programs with strategic campaign analysis, A/B testing, creative content development, and lead prospecting, tailored to 14 segments.
Implemented technical enhancements in HubSpot to optimize lead workflows and ensure seamless campaign execution.
Engaged directly with the client to address concerns, providing real-time visibility into account progress and campaign performance.
Results: The revitalized nurture programs generated 75,000 qualified leads and secured a 1.5-year client renewal, resulting in a 150% retainer increase. The transparent approach restored client confidence, strengthening the partnership and driving significant revenue growth.
A key tech client struggled with inefficient workflows due to incomplete service requests, causing communication bottlenecks and reduced profitability.
Task: My objective was to streamline operations and enhance client outcomes.
Actions:
Designed a comprehensive Google Form to capture all necessary campaign information, reducing administrative inefficiencies.
Conducted global training sessions to ensure client teams adopted the form effectively, emphasizing its impact on marketing efficiency.
Optimized workflows to align with the new process, enabling faster campaign execution and improved collaboration.
Monitored performance metrics to ensure continuous improvement and alignment with client goals.
Results: The streamlined workflows and training doubled client revenue and increased renewals by 2.5x, making the client DemandGen’s most profitable account, demonstrating the impact of innovative process improvements.
A global client, with teams across five continents, faced cultural barriers and low platform adoption (65%), which hindered the effective use of our marketing technology and demand center program.
Task: My goal was to design and deliver international training programs to drive Marketo platform adoption, overcoming cultural and knowledge gaps to enhance client engagement.
Actions: I developed a tailored training strategy:
Designed and facilitated training sessions accommodating diverse time zones and cultural contexts, ensuring accessibility for all teams.
Created customized content to address specific process and platform challenges, using real-world examples to enhance relevance.
Tracked demand center adoption metrics and gathered feedback, iterating sessions to improve comprehension and engagement.
Collaborated with client stakeholders to align training with their operational goals, fostering trust and buy-in.
Results: The training programs increased platform adoption from 65% to 98%, securing additional regional contracts and boosting the yearly retainer by $300k. This success highlighted my ability to drive global engagement through culturally sensitive, practical training.
Upon joining DemandGen, I inherited a major client account at risk of termination due to poor performance of a heavily invested marketing program managed by my predecessor, with the C-suite demanding answers for the lack of ROI.
Task: My goal was to salvage the client relationship by implementing transparent campaign and service tracking systems, transforming DemandGen into a strategic partner to restore trust and secure long-term engagement.
Actions: I took immediate steps to address the client’s concerns and rebuild confidence:
Conducted a comprehensive analysis of the marketing program, documenting findings in a detailed spreadsheet with charts to clearly illustrate performance gaps and financial losses.
Developed transparent tracking systems, providing real-time visibility into campaign progress, service delivery, and actionable insights for the C-suite.
Pivoted the relationship by collaborating on high-value initiatives, including podcasts and tailored marketing promotions, aligning with the client’s global brand objectives.
Integrated these transparent reporting methods (weekly reports, audits, and task tracking) into the onboarding program for new hires to ensure ongoing accountability and prevent future oversights.
Results: The transparent tracking systems and strategic pivot salvaged the client relationship, establishing DemandGen as a trusted strategic partner. The client engaged in new collaborative ventures, strengthening C-suite trust and securing a long-term partnership with enhanced marketing outcomes.
BDO Digital (DemandGen) Work Samples
In this portfolio folder, you can see examples of:
Previous Experience | Before Oct 2016
Industries: Non-profit, Food, Retail, Healthcare, Tech, Real Estate, Marketing
Led cross-industry brand transformations, digital platform migrations, and marketing automation initiatives, scaling small businesses to $6.5M+ in sales and 400% growth.
Delivered $2.5M trade show launch and $2M+ pipeline through Pardot–HubSpot migrations; achieved 100% Salesforce CRM adoption; unlocked $1.5M via targeted email strategies.
Managed Greenguard.org CMS updates, incorporating QA workflows and client-facing enhancements that led to 100% contract renewal and became a strategic differentiator.
Spearheaded implementation of SharePoint for company-wide internal communications, eliminating information silos and increasing alignment across all departments.
Created a completely new website on the Accrisoft CMS platform. Managed structure, assets, SEO, and launch promotions, multiplying traffic by 300%.
Completed a migration from Pardot to HubSpot, creating and optimizing over 100 landing pages in the process. Website traffic doubled immediately from 30k visits/month to 60k visits/month.
Incorporated SEO into client blogs and website pages. Website visits increased from an average of 100 visits/month to over 1K visits/month and improved their search results ranking above competitors.
Collaborated with C-level executives on the new RentPath corporate website to correlate with company rebrand. The website was launched in less than a month with rave reviews from the executive team.
Transitioned corporate marketing team and 300-person sales team onto Salesforce’s Chatter, sharing internal communications and sales collateral. Trained marketing on content library and Chatter. Led Sales engagement by engaging with both teams on the new platform, leading to 100% adoption of the new system. Employee survey feedback showed sales satisfaction increased from dissatisfied to extremely satisfied with many noting the new implementation.
Coordinated the largest trade show of the year (IPPE) in 3 months with a strict budget. Developed booth layout and assets - including a demo booth with working machinery running actual product. Collaborated with Netherlands office on travel needs and uniforms. Purchased and supplied all booth materials. Coordinated all booth activities, giveaways, contests, and events. Completed all direct mail and digital pre-show and post-show promotional activities. During the trade show machinery was sold as a direct result of the demo booth - resulting in sales of $2.5M.
Project managed a company rebranding, with a 3-month hard deadline due to the largest trade show of the year - which I was coordinating at the same time. New logo was designed and incorporated on all print and digital assets - even on the trade show booth. All collateral was redesigned, rewritten, reprinted, and delivered for on-site use at the trade show.
Transformed an event marketing agency into a digital advertising agency. Successfully transitioned employees and 4 clients onto HubSpot with 0% downtime, and implemented a 30-day launch lifecycle campaign that placed over $2M in the pipeline.
Launched end-to-end lead generation engines via SEO blogs (ghostwriter for 15 HubSpot clients), eBooks, email automation, and PPC. Boosted sales dramatically (5 sales in 1 day!).
Collaborated with corporate marketing team on yearly sales meeting and launch of the new "Think Bigger" campaign, including campaign strategy, collateral development, creating and delivering presentations, and event planning. Sales stated the "Think Bigger" campaign was their favorite ever and post-show surveys showed that engagement doubled from the previous year.
Created recruitment collateral to align with external marketing campaign, "Think Bigger." Its popularity led to a rebrand of the corporate website to match the new recruitment brochures.
Collaborated with C-Suite executives at global office in Netherlands to repurpose communications pieces for regional promotion, including emails, press releases, newsletters, collateral, and magazine articles. As a result, they closed $1.5M in opportunities stuck in the pipeline.
Ran hundreds of email campaigns through Exact Target for a B2C Leadmail program. The open rate for individual markets varied, but never fell below the industry average of 22%. Qualified leads were consistently provided to Sales, which fueled the pipeline more than any other program.
Created a company newsletter and an email process for internal and external communications. Imported and segmented lists, created templates and assets, and analyzed results. Maintained an open rate above the industry standard of 23%.
Ghostwriter for 9 blogs, and author of various content pieces, landing pages, thank you pages, emails, social media campaigns, etc.
Supported the development of thought leadership presentations for senior scientists, helping elevate UL's industry authority and environmental impact messaging.
Created and led the Emissions Testing Lost Funds Program, resolving a $30K backlog in 3 weeks and recovering revenue while increasing client satisfaction and retention.
Earned direct CEO praise for transforming quarterly board meeting preparation into a seamless, high-efficiency process, setting a new internal standard.
Negotiated with design vendors using client relationships, reducing a $300K renovation budget by $100K and ensuring project quality through cross-functional collaboration.
Developed and executed employee engagement programs - field day, holiday party, lunch 'n learns, and raffles - reducing turnover from 6% to 1%.
Previous Experience Examples
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