01 — Introduction

I’m a marketer specializing in customer lifecycle management, for the purposes of acquisition, retention, and increasing LTV. I’ve led teams, acted as an individual contributor, and collaborated with some of the best in the biz.

I started my career in publishing, which largely informs my marketing approach. I’m all about the content! From ideation to creative brief to putting pen to paper myself, I’ve spent my marketing career telling stories to customers via various channels. Because isn’t that what engagement is at its core? It’s telling a story that–fingers crossed!–guides your audience on a journey to product adoption, expansion, and loyalty.

Director, Customer Lifecycle Marketing

Nextiva

2022 — 2023

My responsibilities included:

• Overseeing a team of 3 marketers in the development and implementation of a customer-lifecycle strategy for a leading VoIP and SaaS provider across email, in-app, and SMS channels, resulting in improved customer conversion, engagement, and retention

• Orchestrating the customer communications strategy for a new app launch and rebranding

• Playing a key role in exceeding Nextiva's quarterly Daily Active User rate goal through targeted communications initiatives

• Designing and executing the initial customer upsell/cross-sell strategy

• Successfully managing the audit, optimization, and consolidation of 4 separate communications tools into a unified system, enhancing data accuracy and capabilities

• Developing the first customer segmentation strategy across 4 key segments using 20 distinct profile and behavioral data points, for multi-channel onboarding and retention

Director of Product Marketing, Lifecycle

ActiveCampaign

2021 — 2022

Achievements:

• As an individual contributor, designed and implemented the in-app PLG communication strategy for ActiveCampaign's customer and qualified-lead bases, driving acquisition, adoption, retention, and revenue expansion

• Achieved a 25% increase in early-life adoption of key product features in a single quarter, effectively reducing churn and setting the foundation for future cross-sell/upsell expansion

• Boosted trial conversion to paid customer rate by 3% within my first two months through targeted communication triggers

• Conducted a comprehensive audit of Pendo (in-app communications tool), enhancing data triggers by 10% and updating over 30 pages and 400 tagged features, leading to improved customer segmentation and expanded contextual triggers

Sr. Director, Customer Lifecycle Management

Bluehost Web Hosting

2017 — 2021

Achievements

• Led and mentored a team of 5 marketers to implement a data-driven, lifecycle-based marketing approach for a prominent web hosting provider, resulting in increased customer revenue and a significant reduction in churn among 4 million worldwide customers

• Achieved 48% year-over-year growth in customer cross-sell and upsell revenue, from $4.5M to $7.4M

• Reduced early-life customer churn by 26% year-over-year, preserving an additional $5M in revenue by introducing the company's first-ever customer segmentation strategy

Senior Marketing Campaigns Manager

Alert Logic

2012 — 2017

Achievements

• Led a high-performing team of 3 demand gen marketers, orchestrating multi-channel marketing campaigns encompassing email engagement, social media, paid media, web personalization, and nurture streams for a top cybersecurity firm

• Directly contributed to the company's 15% growth rate during my tenure through omni-channel campaign efforts

• Managed the creation and publication of Zero Day Magazine, a strategic content marketing initiative that garnered a subscription list of over 2,000 potential leads and contributed to an estimated 10% increase in qualified lead generation within its first 2 quarterly issues

• Solely responsible for content generation, including a monthly webinar series, 20+ customer case studies, 4 annual cloud security reports, and various educational content pieces

• Award: Golden Gloves Employee Award, Q4 2012

Senior Communications Specialist

KBR

2011 — 2012

Summary of duties:

Writing and editing of internal and external communications, technical articles, project news, employee spotlights, and human-interest stories for the company newsletter, a publication with 35,000+ distribution; crisis management and media for PR and Investor Relations; communications staff mentorship; working with company executives to deliver a positive company image to employees and external media

• Award: VIP Employee Recognition Award, Q4 2011

PR/Marketing Specialist

On Center Software

2008 — 2011

Summary of duties:

Develop marketing content on a variety of construction technology subjects, for print and Web publications, including case studies, press releases, brochures, etc.; participating in the creation and strategic planning of all marketing campaigns; developing and maintaining relationships with clients, prospects, and industry publishers for PR and branding initiatives

Managing Editor

ADV Films, Magazine Division

2006 —2008

Summary of duties:

Issue planning and writing content for a monthly magazine with 200K+ North American distribution, including book/movie reviews, industry news, and feature articles, as well as editing and proofreading all magazine content for accuracy, flow, and style; working with Japanese licensors, entertainment industry companies and vendors; editorial staff management and art department coordination to ensure quality and style of magazines are consistent; participation in the launch of a national entertainment magazine

Lead Editor

Romar Learning Solutions

2005 — 2006

Summary of duties:

Editing, proofreading, and management of assigned projects, including pharmaceutical training program manuals, PowerPoint presentations, proposals, correspondence, etc., as well as managing all editorial aspects of assigned projects, including trafficking, time management, and editorial staff training and management

Assistant Editor

ADV Films, Manga Division

2003 — 2005

Summary of duties:

Proofreading and copy editing of all publishing materials, including graphic novels, web and book copy, sales and promotional materials; writing copy and assisting in art production for ADV Manga published materials, including back cover copy for graphic novels, editorial content, advertising and web copy