Experience & Skills

Professional Experience

Director of Marketing, OptimaED, LLC

Nov 2022 – Present

Drives the marketing strategy for a mid-stage education technology start-up, accountable for lead generation, customer acquisition, brand and product marketing, lifecycle programs, and creative execution for the B2C and B2B markets. Manages the strategic partnership with Meta and external agency relationships, leads a 4-member marketing team, and directs a $1.2M budget.

• Grew YoY marketing leads by 82% (11K to 20K) by scaling demand generation, customer acquisition, and multi-channel strategies to build pipeline and increase market reach.
• Increased lead conversion 20 percentage points (60% to 80%) by refining audience targeting, strengthening sales and marketing alignment, and optimizing channel investments — resulting in increased ROI and lower cost per inquiry (CPI).
• Improved campaign performance, budget optimization, and reporting efficiency by applying AI-driven automation and marketing technology to streamline execution and elevate team productivity.
• Enhanced market positioning by leading the strategic rebranding of the consumer and B2B business, delivering a unified brand framework and refreshed website and customer-facing assets.
• Expanded market reach into new customer segments by developing integrated marketing campaigns and targeted messaging across paid, social, and streaming channels.
• Elevated organizational credibility and executive visibility for the CEO by creating thought leadership opportunities that secured media placements, speaking engagements, and influencer partnerships.
• Strengthened lead management and pipeline visibility by implementing a CRM system that centralized lead data, automated marketing workflows, and enabled seamless email and text lead nurturing programs.

---

Marketing Director, Homegrown Communications

Jun 2022 – Nov 2022

Advised clients on growth strategy, customer acquisition, demand generation, and customer success initiatives through digital and email marketing, advertising, social media, and CRM campaigns.

---

Marketing Director, LabLynx

Jun 2021 – Jun 2022

Owned end-to-end marketing for a B2B software company, encompassing digital marketing, brand management, content strategy, and demand generation. Operated as player-coach to the marketing team, directing budget and spending allocations to drive growth and meet aggressive lead goals.

• Drove brand consistency by leading a corporate rebranding initiative, launching a new website, and integrating refreshed messaging across marketing, sales, and customer communications.
• Generated 450 marketing leads within 4 months by rapidly scaling digital marketing efforts and partnering with Sales on pipeline management and lead nurturing strategies.
• Raised search rankings by 50 spots on key terms through content changes and link-building initiatives.
• Amplified engagement across company social media platforms by crafting brand, product, and industry messaging, resulting in increased lead generation and higher product utilization.
• Introduced a new sponsorship package to fully leverage owned marketing assets, deliver incremental revenue, and strengthen partner relationships.

---

Operative IQ

May 2015 – Jun 2021

Marketing Communications Manager | Jul 2018 – Jun 2021

Led demand generation, digital marketing, PR, and customer engagement efforts for a B2B SaaS company. Developed integrated campaigns that increased leads, enhanced brand visibility, and drove product adoption.

• Boosted website conversion 160% by streamlining UX design, improving on-page SEO, and adding keyword-rich content and product videos.
• Gained 400+ marketing leads through targeted online marketing, digital advertising, and SEM, collaborating with sales to support lead conversion and pipeline management.
• Optimized campaign performance and lead generation by leveraging marketing analytics to refine audience targeting and tailor messaging and content.
• Built brand visibility and media presence by introducing earned media into the marketing mix and securing placements through strategic networking with industry publication editors.

Prior Roles: SEO Analyst, Client Services Coordinator | Jul 2015 – Jan 2018

Grew awareness, site visits, and conversion through SEO and social media platforms; analyzed performance metrics to make data-informed decisions and optimize content.