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Marketing Portfolio and
Work Samples
Tech Experience
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Technology
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Start-up
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B2B Software-as-a-service(SaaS)
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Cloud Computing
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Internet
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Cybersecurity
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Enterprise
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Health-tech
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Biopharma
Specialties
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AI Marketing
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Product Marketing
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Go-To-Market Strategy
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Partner Marketing
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Customer Marketing
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Sales Enablement
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Content Marketing
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Integrated Marketing
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B2B SaaS Marketing
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Product Lifecycle
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Segmentation
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Customer Insights
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High-Impact Presentation
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Leadership
Technical Skills
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AI Tools
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LinkedIn Ads
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Facebook
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Twitter
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Salesforce
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WordPress
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Workfront
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Pardot
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Mailchimp
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Sprout Social
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Adobe Acrobat
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Active Campaign
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Hubspot
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Google Ads
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SEO Copywriting
Work Samples











Product Marketing Consultation
Project #1
Background: Provide consulting and guidance to SaaS startups ranging from pre-seed to IPO
Role: Led the product marketing strategy, including crafting a value proposition, positioning, messaging, competitive intelligence, persona and segmentation, sales enablement, and content creation
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Stakeholders: Chief Executive Officer, Chief Marketing Officer, customer success director, growth marketer, and digital marketer
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Deliverables:
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Utilize primary and secondary methods to identify competitive advantage, differentiator, and persona, leading to crafting detailed segmentation and messaging to aid in marketing campaigns, go-to-market strategy, and content marketing
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Launch the product marketing department's best practices for a Series A e-commerce SaaS startup, implementing and documenting new processes for case studies, net-new product launch marketing campaigns, and product release cross-functional communication plans
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Collaborate with product management and sales to develop positioning and align marketing plans to the promotion of product releases
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Results: ​​
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Present to the Chief Executive Officer on company differentiation, positioning, and customer segmentation, which led to the redesign of the company's website and content marketing
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Establish and improve product development processes through customer interviews
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Identify and propose a training vendor for 1,000 sales representatives
Customer, Partner and Content Marketing
Project #2
Background: Hired to launch the Customer and Partner Marketing for a SaaS firm based in the Silicon Valley
Role: Led the marketing campaign, including strategy, tactics, and content creation
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Stakeholders: VP of Product, Chief Revenue Officer, VP of Channel Sales, sales development representatives (SDRs), product managers, and engineers
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Deliverables:
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Construct, implement, and enhance national marketing initiatives to maximize outreach and sales for SaaS cloud-native products, increasing overall brand awareness and lead generation
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Design creative sales tools, including presentations, trend reports, kitted assets, product data sheets while directing successful SEO and link-building campaigns to increase the website credibility and traffic
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Develop trailblazing Partner and Customer strategy initiatives, creating various programs for technical consultations, peer connection, incentive program, spotlight program and review campaigns to increase customer engagement and drive firm profits
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Results: ​​
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The newsletter's actual marketing qualified leads (MQL) was 108% over planned MQL within two weeks and grew subscribers by 44%
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Play a key role in the expansion of channel partnerships, directing marketing campaign strategies such as email drip campaigns, SEO display ads, webinars, and events, indirectly contributing to a 150% partner base growth
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Launch four Customer Marketing program initiatives within seven months of joining the firm
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Earn the firm more than14 industry award badges on G2
Head of Content for a $20M Series A Startup
Project #3
Background: Hired to lead and launch the content marketing division, including strategy, tactics and hiring
Role: Head of Content Marketing
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Stakeholders: Sales, customer success, contractors, events, growth team
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Deliverables:
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Design an integrated content department, spearheading the marketing strategy and team hiring, training, and onboarding
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Align with Growth marketing to propose and launch the Content department, including strategy, implementation, promotion strategy and KPIs
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Support sales and account management by providing tools for successful sales growth, including customer success stories, technical blog posts, website content and testimonial quotes
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Results: Grew content marketing team by 400%
Go-To-Market Marketing Program
Project #4
Background: The marketing team receives ad hoc requests for high-profile, mass-personalized account-based marketing campaigns. However, the firm lacked a standardized process or playbook
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Role: Formalize a marketing program and playbook by interviewing over 40+ stakeholders, obtain buy-in from VP of Sales and Group VP and led the marketing campaign, including strategy, tactics, sales training, post-launch metrics and content creation
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Stakeholders: Sales, operations, product managers, legal, compliance, design, privacy, contracts, regional pharmacists
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Deliverables:​
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Devise the name and brand for the launch of the program
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Identify top 3 common situations and requests (e.g., access change, access loss, access win)
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Develop a comprehensive tiering program and 'menu' of tactics
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Initiate key metrics for previous campaigns, including pre/post sales and revenue lift, A/B testing open rates, bounce rates, click-thru-rates
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Results:
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Launch over 30 customized and high profile GTM campaigns and increase revenue to 2M within one month of campaign launch
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Present to Group VP and obtain leadership and stakeholder buy-in and program awareness
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Became the go-to-expert and train sales and directors on Program initiatives
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Achieve up to 30% script increase and 26% revenue increase year over year in select campaign
Product Management: COVID-19 Test and Treatment
Project #5
Background: COVID-19 increase the urgent need for tests and treatment options
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Role: Selected to lead and supervise a team of two analysts to determine:
1. key manufacturers to partner
2. customer and product roadmap
3. competitive intelligence
4. business models
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Stakeholders: Health outcomes, retail and pharmacy VP, clinical, Chief Medical Officer, parent company partners, and vendors
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Deliverables:​
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Oversaw the analysis of 100+ COVID-19 test options, identify five key criteria, and recommend ten potential manufacturers to Group VP of Pharmacy, contribute to the "Test and Protect" Program product roadmap
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Introduce four business models which are immediately implemented
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Formulate a customer roadmap journey for employer and employees, identify key components to implement in firm-wide operation rollout
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Launch the competitive intelligence dashboard to senior leadership
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Present the 'COVID 19 Test and Treatment Report' and 'Competitor Intelligence Dashboard' on a bi-weekly basis to senior leadership, including the Chief Medical Officer
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Results:
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Partnership with LabCorp and Abbott
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Roll out test facilities in 49 states with over 6 million COVID-19 tests conducted in one year
Thought Leadership: Technology Book and Leadership Series
Project #6
Background: Launch thought leadership initiatives, including authoring and publishing a book on innovation and founding The Leadership Edge series
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Role: Launch The Art of Healthcare Innovation and Leadership Edge
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Stakeholders: PR, editor, digital, book publisher, designers
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Deliverables:​
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Craft customer persona, value proposition, messaging, and call to action
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Develop product name and brand
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Design content creation strategy and tactics, including social media content, landing page, paid advertising, video, e-book, case studies, and book summaries
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Built thought leadership outreach with publicists and professors, including guest posting, PR release, and podcasts
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Results:
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Book:
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Instant #1 Amazon Best-seller, 2020 Axiom Business Book Award, 2020 Readers Favorite Gold Award Winner, and over 100+ Amazon book reviews
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Endorse by NYT Bestselling author Marshall Goldsmith
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Book is selected by professors nation-wide as a class resource
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Leadership Edge:
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Interview C-suite executives, celebrities, sports stars, and world leaders
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Rank #1 leadership writer on Medium, articles achieved over 18,000 views in one month
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