Professional Experience
Senior Content Marketing Manager
Dutchie
February 2022 — June 2023
Developed and executed the company's first-ever content strategy, increasing overall organic traffic by 1,127% and improving SERP visibility by 125%
Led the creation of high-quality, engaging, and educational content across a variety of formats — incl. blog articles, e-books, white papers, and customer stories
Regularly collaborated with internal cross-functional leaders & subject-matter experts across Product, Sales, and Legal to identify quarterly marketable moments
Managed the editorial calendar, ensuring a consistent flow of content that resonated with target audiences across the blog and other owned channels
Utilized data from Google Analytics, Google Search Console, and Semrush to refine SEO strategy and optimize domain visibility
Nurtured a vast network of industry partners to amplify reach, create backlinks, and help establish Dutchie as a leader in cannabis retail operations
Manager, Social Media & Community
Intricately (now part of HG Insights)
February 2021 – February 2022
Set the vision for and managed Intricately’s overarching social media strategy, building a vibrant community of cloud revenue leaders and increasing LinkedIn following by 300%+
Collaborated with executive leadership, Product, and Product Marketing teams to execute social-specific content that was aligned with Intricately’s business goals
Proactively oversaw social media reporting and performance, building analytics dashboards and creating monthly scorecards on overall community health
Spearheaded registration process for quarterly virtual events; sent invitations, managed RSVPs, coordinated with vendors, and solicited feedback from attendees post-event
Managed ongoing production and promotion of Intricately’s bi-weekly podcast, Selling in the Cloud
Senior Content Marketing Manager
GoTo (formerly LogMeIn)
July 2019 – February 2021
Led a team of both full-time writers & freelancers in producing high-quality, engaging content across various formats (blog articles, e-books, white papers, research reports, videos, infographics)
Scaled the GoToMeeting content strategy to drive attributable trials; generated 417 content-sourced trials in 3 months
Defined and reported on content marketing Key Performance Indicators (KPIs) that aligned with GoTo’s overarching business goals
Managed a $100k quarterly content budget, allocating resources to initiatives that delivered the highest ROI
Content Marketing Manager
GoTo (formerly LogMeIn)
June 2018 – July 2019
Collaborated with PMM, Demand Gen, PR, and Social teams to create integrated content marketing campaigns in support of key business priorities
Wrote and published 50+ keyword-optimized blog posts that boosted goto.com’s domain authority by 15 points, from 61 to 76
Conceptualized, pitched, and ghostwrote bylines and articles for executive leaders (CIO, CISO) in industry publications
Optimized outdated marketing automation and lead nurture processes through the creation of webinars, gated content, and email campaigns
Sales Enablement Content Manager
TechTarget
November 2017 — June 2018
Developed and executed a comprehensive content strategy to support the bottom-funnel sales cycle
Maintained a comprehensive library of sales enablement resources, such as sales scripts, sales decks, product sheets, case studies, and sales training content
Conducted ongoing research on target audiences, industry trends, and competitors to ensure all bottom-funnel copy is tailored to resonate with potential customers
Supported the sales team by providing content guidance, answering inquiries, and addressing copy-related questions
Developed release plans to ensure proper market alignment and successful introduction of new products/features into international markets (EMEA & APAC)
Produced and maintained documents to guide program marketing (positioning documents, launch plans, competitive briefs)
Collaborated with all marketing channel owners to ensure GA launch preparedness
Regularly conducted deep-dive analysis of major competitors and identified needed sales collateral to successfully position against them (battle cards, sales decks, data sheets, white papers, case studies)
Assisted in creating baseline marketing KPIs and setting marketing campaign goals
Product Marketing
Manager
TechTarget
July 2016 — November 2017
Product Marketing
Specialist
TechTarget
October 2014 — June 2016
Helped drive upsells & cross-sells by developing product messaging that communicated the value of TechTarget's portfolio
Assisted in the planning and execution of quarterly product release events, coordinating with sales and marketing teams to ensure success
Analyzed customer insights, sales data, and market research findings to help develop product positioning and messaging strategies
Monitored competitor activities (including pricing, product features, and marketing campaigns) to identify areas of opportunity and differentiation