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