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Marketing Portfolio and
Work Samples

Tech Experience

  • Technology

  • Start-up

  • B2B Software-as-a-service(SaaS)

  • Cloud Computing

  • Internet

  • Cybersecurity

  • Enterprise

  • Health-tech

  • Biopharma

Specialities

  • Product Marketing

  • Go-To-Market Strategy

  • Partner Marketing

  • Customer Marketing

  • Sales Enablement

  • Content Marketing

  • Integrated Marketing

  • B2B SaaS Marketing

  • Product Lifecycle

  • Segmentation

  • Customer Insights

  • High-Impact Presentation

  • Leadership

Technical Skills

  • LinkedIn Ads

  • Facebook

  • Twitter

  • Salesforce

  • WordPress

  • Workfront

  • Pardot

  • Mailchimp

  • Sprout Social

  • Adobe Acrobat

  • Active Campaign

  • Hubspot

  • Google Ads

  • 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:

  • 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

  • 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 

  • Collaborate with product management and sales to develop positioning and align marketing plans to the promotion of product releases

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Results: ​​

  • 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

  • Establish and improve product development processes through customer interviews

  • 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:

  • Construct, implement, and enhance national marketing initiatives to maximize outreach and sales for SaaS cloud-native products, increasing overall brand awareness and lead generation

  • 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

  • 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: ​​

  • The newsletter's actual marketing qualified leads (MQL) was 108% over planned MQL within two weeks and grew subscribers by 44%

  • 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 

  • Launch four Customer Marketing program initiatives within seven months of joining the firm

  • 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:

  • Design an integrated content department, spearheading the marketing strategy and team hiring, training, and onboarding

  • Align with Growth marketing to propose and launch the Content department, including strategy, implementation, promotion strategy and KPIs  

  • 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:​

  • Devise the name and brand for the launch of the program

  • Identify top 3 common situations and requests (e.g., access change, access loss, access win)

  • Develop a comprehensive tiering program and 'menu' of tactics

  • 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:

  • Launch over 30 customized and high profile GTM campaigns and increase revenue to 2M within one month of campaign launch

  • Present to Group VP and obtain leadership and stakeholder buy-in and program awareness

  • Became the go-to-expert and train sales and directors on Program initiatives

  • 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

​

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:​

  • 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

  • Introduce four business models which are immediately implemented 

  • Formulate a customer roadmap journey for employer and employees, identify key components to implement in firm-wide operation rollout

  • Launch the competitive intelligence dashboard to senior leadership

  • 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:

  • Partnership with LabCorp and Abbott

  • 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:​

  • Craft customer persona, value proposition, messaging, and call to action

  • Develop product name and brand 

  • Design content creation strategy and tactics, including social media content, landing page, paid advertising, video, e-book, case studies, and book summaries

  • Built thought leadership outreach with publicists and professors, including guest posting, PR release, and podcasts

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Results:

  • Book:

    • Instant #1 Amazon Best-seller, 2020 Axiom Business Book Award, 2020 Readers Favorite Gold Award Winner, and over 100+ Amazon book reviews

    • Endorse by NYT Bestselling author Marshall Goldsmith

    • Book is selected by professors nation-wide as a class resource

  • Leadership Edge:

    • Interview C-suite executives, celebrities, sports stars, and world leaders 

    • Rank #1 leadership writer on Medium, articles achieved over 18,000 views in one month

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