How I move the business forward
Record-breaking results have been achieved in every role by identifying an audience to convert and creating a compelling story to tell them. I have learned to avoid the number #1 marketing trap of pitching the wrong solution with the wrong message to the wrong persona - by constantly validating persona profiles. Personas first, tactics second.
I am also the only person I know who has pivoted between producing film and television and executing in field marketing - bringing with me a powerful set of creative and production skills. To read my resume as a linear narrative will limit your ability to see the complete value proposition I bring to the team. Consider instead looking at each role independently, the context, and the results achieved based on the reality of the opportunity and limitations.
My North Star is to relentlessly drive results. My priority is accurate personas. My method is empowering the team to do their best work.
How I set up the team for success
Relationships
The real work starts only when trust has been established. We have a relationship with the corporate guidelines, a relationship with our team lead, and a relationship with dozens of colleagues. I build that trust with my work ethic, by pitching bold projects built on data, and a dedication to the highest level of execution. Relationships matter.
The Plan
We can only move the business forward if our work is relevant in the marketplace right now. A Series B startup = aggressive tactics to build awareness. $2B ARR public company = laser focus on ABX tactics to activate assigned accounts. I prioritize evaluation over execution. Deep learning matters.
Sprint Against the Clock
With resources in place there is no time to waste. Once the stakeholders have signed off on a bold plan - I. Do. Not. Hesitate. The faster we move the more opportunity to incorporate more learnings. Moving fast matters.
Case Study #1
Nutanix
Personas
Selling cloud services to Enterprise for this $2B ARR global public company requires engaging with a complex grid of personas from System Engineers to CIOs. Evaluating the team’s progress in building pipeline, I discovered that up to 50% of contacts at assigned accounts were not physically located within driving distance of the reps home metro, or any metro in territory. We were not reaching them with in-person tactics and not targeting them with virtual/digital tactics.
Tactics
To address this lack of coverage, we developed a plan of team wide, territory wide, and per rep tactics to provide value for those contacts and meet them where they are, including experiential events, virtual hands-on bootcamps and virtual door openers.
Results
Increased ACV 28% QOQ across the western United States
Case Study #2
Tonic.ai
Personas
Hired to build a field marketing program from a blank page for this Series B with an evolutionary DevOps software solution, I was told our primary target persona was software developers. In the first 90 days we quickly stood up several virtual conference sponsorships to validate that persona. We learned that while software developers had been tasked with generating the alternative solution to our product, four other personas that were more relevant to converting an account.
Tactics
In the second 90 days we ramped up in-person and virtual conference sponsorships targeting two of the four newly identified personas, and in the third 90 days we expanded activities to target all four personas.
Results
Created $1M+ in pipeline in first 90 days and producing 11 conference sponsorships in first 150 days matched sales $1K CPM metric
Case Study #3
DenMat
Personas
Recruited to overhaul an under-performing event marketing portfolio responsible for direct sales of products and studio services for dental practices, I was advised our primary target persona were white males, 50s, reluctant to embrace new patient solutions. A deep dive into our extensive customer data revealed that not to be correct, that we had two personas, diverse female dentists, 30s/40s, eager to expand their practices with new procedures leading young teams of front desk staff and hygienists who were eager to sell those procedures to patients.
Tactics
We reinvented the brands proprietary bi-annual three day conference in Las Vegas by moving the event from the Bellagio to the Hard Rock Hotel, featuring a successful female keynote speaker, and diversifying the program to include sessions with value for every member of the dental practice.
Results
Increased paid registrations 300% and product sales 120% YOY
What's next?
I’m in the sweet spot of my career - the experience to see the entire playing field, the drive of an irrepressible work ethic, and an instinctual need to be of value. The skills and the stamina. Do you have the challenge that turns those two into rocket fuel?
7 Years
building plans +
producing campaigns
in field marketing
5 Roles
consultant
event producer
regional field marketing manager
field marketing manager
sr. event marketing manager
$600K to $7M
annual budgets
field marketing
Created
$1M+ in pipeline
($50K average deal)
first 90 days
Tonic.ai
Increased
ACV 28% QOQ
ABX tactics in assigned accounts
Nutanix
Increased
product sales 120% YOY
bi-annual brand conferences