Resume

Profile

Progressive marketing and communications strategist with over 12 years of software marketing and product success coupled with proven leadership and a results-driven focus. Specialties include defining and driving creative product marketing and lead gen programs that consistently help companies surpass customer acquisition and revenue goals. Unique combination of engineering B.S. and Carnegie Mellon MBA, plus solid technical, quantitative, and marketing experience enhances credibility with key internal and external audiences and provides the foundation for a metrics-driven approach.

Experience

Quantivo, San Mateo, CA     09/08 – Present

Interim VP/Director of Marketing (reporting to CEO)

  • Develop and execute company-wide marketing, communications, and lead gen strategies.
  • Define targets, evaluate competitors, and develop go-to-market message and differentiators and infuse through collateral, sales tools, communications, and social media programs.
  • Create and deliver sales pitch and product demos; serve as company spokesperson for press, analyst, and speaking opportunities.
  • Drove 8,500+ leads in CY09 through innovative grass-roots awareness campaigns and creative lead gen programs, quickly propelling Quantivo from unknown to a recognized market player.
  • Co-authored Behavioral Analytics For Dummies book; developed PR and lead gen strategy which generated over 3,000 leads in Q4, several articles, and tremendous awareness across targeted and adjacent segments.
  • Successfully launched Quantivo 4 in 02/10, generating positive, on-message press, analyst, and influencer coverage.
  • Quickly refocused marketing efforts in Q1-09 to take advantage of new opportunities in a fast-changing market by adjusting message and sales tools for a new audience and solution.
  • Successfully targeted and attacked retail market with value- and results-based messages, surpassing lead gen goals and creating significant industry traction on a very limited budget.
  • Created numerous white papers and articles, generated a substantial blog and Twitter following, and created videos and podcasts evangelizing our thought-leadership positioning.

Nextance, Redwood City, CA (acquired by Versata)     04/05 – 09/08

Director, Marketing & Product Management

  • Drove the post-acquisition strategy and management of all marketing, product management, engineering, and customer satisfaction for entire Nextance product line, with focus on maintaining existing revenues and quickly meeting revised product roadmap schedules.
  • Re-imagined and re-launched all marketing, product, and lead gen strategies to leverage new financial and organizational backing, new sales methodologies, and synergies with complementary product lines.

Director, Product Marketing

  • Moved Nextance from an undifferentiated position to a recognized leader in the contract management space by developing and executing a targeted marketing strategy, shifting from a broad product approach to a solution/value pitch. The internal and external rollouts included all-new messaging, sales tools, demos, marketing programs, thought-leadership, events, and press/analyst relations. The initiative included our most successful lead gen campaign ever, and resulted in positive coverage by all key influencers.
  • Served as interim VP of Marketing during VP’s three-month leave of absence, providing overall marketing leadership while continuing to execute marketing initiatives. During that time, I successfully managed all traditional marketing functions, inside sales, and several external consultants through numerous strategic and personnel issues.
  • Led a cross-functional marketing, product management, and services team in a product repackaging and re-pricing effort in response to changing market dynamics. By aligning the entire company around the new offerings, the effort significantly changed sales’ ability to develop pipeline and reduce sales cycles, and accounted for more than 30% of revenue in the initiative’s first year while maintaining profit and license/service objectives.
  • Successfully launched numerous new software products, including collateral creation, press/analyst briefings, sales training and tools, packaging, pricing, and development and presentation of product demos.
  • Drove nearly 4,000 leads in ‘06 (on $250k budget) plus 1,200 in the first half of ’07 (with one white paper driving over 400 leads in three months) by developing strategy and content for creative lead gen campaigns, including webinars, white papers, podcasts, video demos, joint alliance initiatives, newsletters, and emails.
  • Designed and led various strategic marketing initiatives, including regional user groups and advisory boards with key customers; the company’s first customer success assessments and ROI analysis program; and competitive analysis, including deal-level win/loss interviews with sales teams and prospects.
  • 2006 President’s Award (employee of the year), 2007 Q1 Eagle Award (exceptional leadership).

Accenture, San Francisco, CA     09/04 – 04/05

Manager, Consulting

  • Managed strategic sourcing teams at a $10B energy company covering $1.6B in total spend, including total cost of ownership, market analysis, strategy development, and client change management. Client teams were comprised of cross-functional client stakeholders, enthusiastic and uncooperative, trained and novice.
  • Identified and developed sourcing projects at a $6B retailer, working to position multi-million dollar opportunities with the client, and creating the team structure to achieve those savings.
  • Researched and defined strategic global commodity futures for a $43B farm/construction machinery manufacturer, providing decision support for a procurement outsourcing analysis.

Independent Strategy Consultant, San Francisco, CA     09/03 – 09/04

  • Developed and executed a comprehensive marketing plan for a boutique consultancy with a specific focus on brand awareness, thought leadership, web presence, and lead generation, resulting in significant increases in campaign quality, web traffic, and response rates.
  • Developed detailed industry analysis and marketing plan to position boutique strategy consultancy as a niche wine-industry solution provider, while concurrently driving sourcing programs at $450M Napa winery.
  • Managed $250M in strategic sourcing projects at two energy companies by leading cross-functional client teams through supply chain analysis, assessments, and procurement.

Siebel Systems, San Mateo, CA (acquired by Oracle)     07/01 – 09/03

Change Management Team

  • Developed new sales methodologies for 500+ global sales consultants supporting $400M+ in annual license revenue. Initiatives included internal process improvements, sales training and awareness programs, definition and measurement of sales effectiveness metrics, and training program execution.
  • Drove the migration of sales consultants from a feature/function sell to a solution sell, including guiding sales teams to create prospect-specific messaging and financial justifications. Also included the planning, content development, and coordination of four-day training event for 500+ global consultants and alliance partners.

Product Marketing Manager / Product Manager – Oil, Gas, and Chemicals

  • Successfully created and executed marketing programs to surpass $40M sales goal for industry-specific suite, including collateral, product demonstrations, trainings, sales presentations, and new partner development.
  • Hand-picked to join “CRM Strategy Team,” offering business process consulting to key customers. Successfully achieved goal of identifying and increasing up- and cross-sell opportunities at select customers.
  • Coordinated and executed three week-long product training events for sales reps and partners, including event management and execution and rallying financial support and resources of key alliance partners.

FreeMarkets, Pittsburgh, PA (acquired by Ariba)     07/99 – 07/01

Vertical Team Leader – Transportation

  • Managed a seven-member team of consultants focused on market research and e-procurement for over $400M in transportation, logistics, and shipping contracts. Successfully achieved and maintained an average savings of 14 – 18% across commodity segments.
    Managed client-focused consulting teams executing e-auctions worth over $240M in various products and services, ultimately saving clients over $27M, or nearly 12%, annually.

The Carbide/Graphite Group, Pittsburgh, PA    04/94 – 06/99

Business Development – Graphite Specialties

  • Increased annual revenues over 14% while managing sales and technical support across entire product line by consolidating and restructuring the entire product line to more closely match market requirements.

Process/Development Engineer – Electrodes

  • Managed development of $150M product line, including customer service, field trials, and technical sales support, while also supporting a $27M manufacturing process improvement project.

Education

Carnegie Mellon University, Pittsburgh, PA     05/01

  • Master of Business Administration
  • Concentrations: Marketing, E-commerce, Operations Management

University of Pittsburgh – Johnstown, Johnstown, PA      05/93

  • B.S., Mechanical Engineering Technology
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