CHALLENGE:
Rapid growth requires structure and leadership
Following three acquisitions, we needed to unify marketers from four distinct companies — each with unique products, customer bases, and marketing strategies — into a single, high-performing team. This included consolidating multiple websites, social media accounts, and overlapping roles while maintaining business momentum
Scaling a High-Performance Marketing Team
APPROACH:
Building a high-impact marketing team
To scale the marketing function, I focused on team development, operational efficiency, and technology adoption to support a rapidly growing company.
Restructured the marketing team into distinct functions, such as demand generation, content & communications, and product marketing, ensuring clear ownership and focus.
Played a key role in marketing leadership transition, leveraging deep institutional knowledge to support the onboarding and success of a new VP of Marketing (later CMO).
Implemented project management systems, first introducing Jira, then transitioning the team to Trello as company needs evolved, improving collaboration and efficiency.
Led the adoption of marketing automation tools, first implementing Pardot and then helping with HubSpot and RollWorks adoption to streamline lead generation and enhance ABM strategy.
Drove alignment across a global remote team, improving collaboration, communication, and execution speed.
IMPACT:
Scaling marketing operations sustainably amid substantial business growth
By scaling marketing operations, streamlining processes, and strengthening brand positioning, I accelerated campaign execution and significantly increased marketing’s contribution to revenue. Our refined ABM and lead generation efforts played a pivotal role in this growth, driving higher engagement and pipeline expansion.
Spearheaded marketing initiatives that contributed to 7x revenue growth ($10M to $80M) over six years.
Tripled marketing output in six months, enabling a more robust content and demand generation strategy.
Increased marketing-originated bookings from 4% to 20% in two years (400% growth) through data-driven, multi-channel campaigns.
Reduced campaign execution timelines by 25% through optimized processes and improved team collaboration.
Strengthened brand identity and market positioning, driving higher engagement and customer trust.
Enhanced team efficiency with project and marketing automation tools, enabling sustainable growth at scale.
