Career Impact

Proof I can build and scale modern B2B marketing engines.

Across B2B SaaS, healthcare technology, analytics, supply chain risk, and professional services, I've helped companies sharpen their market story, build accountable growth engines, and turn marketing into a measurable driver of pipeline, revenue, and market position.

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Marketing-sourced pipeline growth

$11M+

Sales-qualified pipeline contribution

47%

Market share growth

540%

Competitive meeting growth

98%

Renewal rate

A curated look at the work behind the numbers

My career has centered on complex B2B environments where the product is hard to explain, the buying committee is complicated, and marketing needs to become more accountable to revenue. These examples highlight the marketing engines, GTM strategies, positioning work, and operating models I've built across multiple companies.

Selected Impact

Six case studies in B2B marketing leadership

Case Study 01

Building Revenue Marketing Engines

Challenge

Marketing needed to move from activity-based execution to measurable pipeline and revenue impact in complex B2B environments.

What I Built

Demand generation programs, marketing operations, attribution, SDR/CDR alignment, ABM, campaign reporting, executive KPI discipline, and full-funnel campaign strategy.

Selected Outcomes

GHX: Increased marketing-sourced pipeline 7x
GHX: Improved lead-to-opportunity conversion 39%
GHX: Influenced 150% more closed-won opportunities YoY
GHX: Drove 3x more revenue attributed to marketing-sourced leads
Veriforce: Generated 500+ ICP meetings and contributed $11M+ in sales-qualified pipeline
Elsevier: Delivered 145% of annual qualified lead targets

Relevant Strengths

Revenue marketing, demand generation, marketing operations, attribution, SDR alignment, executive reporting

Case Study 02

Repositioning and Rebranding Complex Companies

Challenge

Companies with complex portfolios, M&A histories, or technical solutions needed clearer positioning, stronger market narratives, and brand systems that could support growth.

What I Built

Brand strategy, market narrative, messaging frameworks, website updates, sales enablement, rebrand rollout plans, internal enablement, launch campaigns, PR activation, and executive-ready storytelling.

Selected Outcomes

Veriforce: Led U.S. execution for a full global, M&A-driven rebrand across the U.S., Canada, UK, and Australia
Veriforce: Helped grow U.S. Share of Voice from 1% to 45%
Advito: Led brand refresh including product/service portfolio redesign, identity, messaging, and positioning
BCD: Helped simplify hundreds of disparate technology products into three branded SaaS platforms
Elsevier/CPMRC: Built foundational brand, website, collateral, and sales enablement infrastructure

Relevant Strengths

Brand strategy, positioning, messaging, market narrative, rebrand execution, M&A integration, executive alignment

Case Study 03

Product, Solution, and Industry GTM Strategy

Challenge

Complex offerings were difficult to explain, differentiate, and sell across different buyers, industries, and use cases.

What I Built

Positioning, buyer messaging, launch plans, competitive intelligence, vertical GTM motions, sales enablement, industry campaigns, and partner-channel support.

Selected Outcomes

Elsevier: Drove 47% market share growth in three years
Elsevier: Achieved 250% increase in lead generation
Veriforce: Built industry GTM motions across Oil & Gas, Utilities, Chemical, and Manufacturing
Advito: Redesigned professional services model for greater client value and more recurring revenue
BCD: Led GTM for SaaS portfolio spanning business intelligence, risk, payments, and supplier management

Relevant Strengths

Product marketing, solution marketing, GTM strategy, launches, sales enablement, vertical marketing, partner marketing

Case Study 04

Competitive Marketing and ABM

Challenge

Companies needed to win against entrenched competitors and focus Sales and Marketing on the accounts most likely to convert.

What I Built

Competitive takeaway campaigns, battlecards, account segmentation, ABM programs, Salesloft sequences, persona messaging, intent-based targeting, competitive intelligence, and sales enablement.

Selected Outcomes

Veriforce: Increased qualified competitor-account meetings 540% YoY
Veriforce: Built competitive displacement motion across messaging, battlecards, SDR outreach, paid media, and enablement
GHX: Built ABM strategy and increased priority-account engagement 40%
GHX: Launched Demandbase and rolled it out to the commercial organization
Elsevier/CPMRC: Developed first marketing and competitive intelligence program, including win/loss analyses and sales positioning tools
Advito: Launched ABM strategy and Terminus

Relevant Strengths

ABM, competitive intelligence, competitive displacement, sales enablement, account-based advertising, enterprise targeting

Case Study 05

Marketing Operations, Martech, Analytics, and AI

Challenge

Marketing teams needed better systems, data, attribution, handoffs, and productivity to scale.

What I Built

Marketing operations foundations, attribution, dashboards, lifecycle stages, SLAs, AI workflows, Salesloft processes, ABM systems, campaign reporting, and martech modernization.

Selected Outcomes

Veriforce: Drove $150K+ in annual tech stack savings
Veriforce: Improved project delivery speed 3x through AI-enabled workflows and a modernized operating model
GHX: Built multi-touch marketing attribution
GHX: Established demand gen and SDR SLAs that led to 3x more revenue attributed to marketing-sourced leads
Advito/BCD: Evaluated and launched ABM infrastructure
Elsevier/CPMRC: Built sales resource sites, messaging tools, competitive comparisons, and sales enablement infrastructure

Relevant Strengths

Marketing operations, martech, analytics, AI workflows, attribution, dashboards, sales handoffs, process design

Case Study 06

Customer Marketing, Lifecycle, and Expansion

Challenge

Marketing needed to support customer adoption, renewal, training revenue, product education, and expansion, not just new-logo acquisition.

What I Built

Lifecycle marketing, customer campaigns, welcome communications, education programs, customer events, renewal campaigns, training promotions, surveys, case studies, and customer proof points.

Selected Outcomes

A.D.A.M.: Helped increase renewal rates to 98%
A.D.A.M.: Contributed to revenue growth from $9M to $30M in four years
Veriforce: Supported training and customer campaigns that generated measurable billings and closed-won revenue
Veriforce: Customer and training campaigns included Forklift, OQ courses, Frontline Safety Leadership, instructor renewals, client events, and contractor communications
Elsevier/CPMRC: Built customer evidence and case study programs to support complex healthcare sales cycles

Relevant Strengths

Customer marketing, lifecycle marketing, adoption, retention, expansion, customer education, customer proof

The through-line

Clarity, focus, and a marketing engine that compounds

The common thread across my career is helping complex B2B companies clarify their story, focus their GTM strategy, and build marketing systems that create measurable business impact. I'm strongest in environments where marketing needs to become more strategic, more accountable, and more connected to Sales, Product, Customer Success, and executive priorities.

Make the market story clearer

Positioning, messaging, brand, product marketing, and sales enablement that make complex offerings easier to understand and easier to sell.

Build the growth engine

Demand generation, ABM, digital, events, competitive campaigns, and customer marketing tied to pipeline and revenue outcomes.

Create the operating system

Marketing operations, martech, analytics, AI workflows, reporting, team structure, and process discipline to make marketing scalable.

Looking for a marketing leader who can connect strategy, story, and revenue?

I bring senior-level B2B marketing leadership across GTM strategy, product marketing, demand generation, ABM, marketing operations, brand, and team building.

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