Do, Or Do Not. There is No Try.
Master Yoda’s words are burned into my brain. I’ve enjoyed working for brands from Seed to Series C to public to build from the ground up, or sometimes refine existing flywheels.
My work usually falls into three main buckets, which are demand generation, demand capture, and web strategy.
Here are some of the hits, with a full CV available on request.
First Growth and Demand Hire At The World's First FinOps Automation Platform.
Customers receive algorithmically driven cost savings in a fully autonomous platform.
Served as the marketing team's web marketing manager. Worked with designer and dev agency to lead and implement company website strategy.
- Developed and executed a website tooling change in first month. From ideation to hands-on
- Worked with product marketing to ensure the website was ready to launch alongside new product initiatives. Created project management standards to ensure we hit launch deadlines.
- Started company's first conversion optimization A/B testing program. Formulated several hypotheses centered around customer acquisition and messaging for demo requests
- Increased top-of-funnel (MQLs) by over 100% within first six months
- Led SEO program with agency support in 2023 and increased organic signups by 20% YoY. Increased organic traffic by 35% within first year. Identified missing content opportunities and helped agency execute
execution. Had to problem-solve technical issues in real time
I was hired in-house as the second marketer to build our brand and a repeatable pipeline.
This is the company and position where I grew into my skills, and my work was the definition of “do-all-the-things”
- SEO and Content Marketing Programs. These programs have built over $12M in qualified, accepted, and open opportunities via a robust organic engine. Managed our Webflow website in conjunction with these programs.
- Google Ads / Paid Search. Built from zero and have generated $5.3M in qualified, accepted, and open opportunities on $400K ad spend (a 1200% ROAS). Created a landing page engine on Webflow to scale LP creation.
- Nurture programs: Implemented a long-term nurture and churn nurture program that generated $1M in an otherwise lost pipeline.
- Paid Social. Used Twitter and LinkedIn ads to grow our community sub-brand from 99 people to over 2500.
- Marketing Automation: Managed magical robots and created several new workflow-based email campaigns - including nurture emails, onboarding sequences, and promotion of company conferences.
First demand gen hire and built a scalable and repeatable acquisition engine primarily using paid social and intent-based outreach.
Some highlights:
- Experimented with SEO, paid media, and email marketing to find effective growth patterns
- Google Ads / Paid Search. Built from zero and have generated $5.3M in qualified, accepted, and open opportunities on $400K ad spend (a 1200% ROAS). Created a landing page engine on Webflow to scale LP creation.
- Increased inbound MQLs and Demo Requests substantially (there was no inbound volume previously)
- Created and implemented a successful LinkedIn Ads strategy
- Created and implemented a successful email marketing strategy and nurtured leads to demo requests
Fractional growth work for a YC company in the internal tools and admin panel space
- Helped the company grow signups until they could hire their first in-house growth hire
- Grew sessions over 180% in the first six months.
- Organic channels were up 80% in the same period.
- Filled top of funnel via paid search
- Brought consistency to acquisition which was previously heavy around PH launches
Somehow I convinced Lenovo to pay me for toying around on the interweb all day :)
- Marketing automation via Hubspot and Pardot: I lead an army of little marketing robots that do my bidding. As a certified Pardot Specialist, I develop and manage our automation programs. Landing pages, lead scoring, engagement programs, and whatnot.
- Website strategy - Have you ever seen one of those funky MC Escher paintings where things are upside down? I did that to our website once. Turns out that's not the way the internet is supposed to be, so now I regularly lead our external agency in creating and refining our website instead. It works better this way.
- Salesforce wizardry! Custom reports, campaign set up and strategy, and various other bawse-level Salesforce things. Also perform alchemy to make sure Hubspot and Salesforce are set up in the best way for things to happen automatically.