A little bit about who I am
What has distinguished me in my career is innate curiosity for answering businesses most complex data problems. Constantly learning is a core part of who I am and what I bring to the team.
I work in analytics at Twilio focusing on our marketing pipeline performance, campaign efficiency, strategic planning and marketing data storytelling. I manage a high performing analytics team that transforms business data into storylines. My team analyzes both product-led growth funnels & sales-assisted funnels to create a cohesive growth marketing and demand generation narrative. The team I lead achieves this through combining disparate data with code & visualizing in our business intelligence visualization tools.
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What you should know about working with me:
*I am constantly questioning why things are done the way that they are done in a business - this has led me to identify the root cause of business problems.
*I excel at using data to diagnose the bottlenecks in a go-to-market strategy in sales and marketing.
*The most satisfying part of my career has been helping others take these insights and building actionable plans to solve real business challenges.
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Previously, I joined EVERFI at $20M in ARR and helped scale to over $100M. I was responsible for all marketing performance management as well as systems and tooling. EVERFI was acquired. by Blackbaud for $750M. Prior to that I helped scale a start-up from less than $500K in ARR to over $13M in revenue. Social Tables was acquired by Cvent in a 9 figure deal. One of my proudest accomplishment was being the first business development employee, salesforce administrator, marketing automation implementer & analytics expert.
Skill Overview
technical proficiency
sql
python
excel
Google analytics, heap and other web measurement tools
salesforce, marketo, and many other sales tools
tableau, looker, BI tools
Interests
business analytics
marketing operations
marketing analytics
marketing technology
sales operations
sales analytics
Experience
Twilio, Director, Marketing Strategy & Analytics
Currently, I lead and contribute to a creative & technical analytics team. My team works as business partners to global executive stakeholders across demand, growth, campaigns, product marketing and sales. We take large data sets produced by the business and distill them into stories to inform decision making. My team maintain a large library of Tableau dashboards powered by code that we develop using our data lake.
Key deliverables & responsibilities:
Weekly, Monthly & Quarterly business reviews with insights across the business to inform future strategy. Key strategy business partner to the head of growth, product marketing & global campaigns. Defining and codifying source of truth metrics across marketing funnel. Built & developed the company LTV:CAC model that is presented monthly at the Board of Directors meeting. Worked collaboratively with Finance team on media mix modeling & investment deployment. Built a comprehensive Return on Ad Spend model that tracks advertising spend to actualized revenue. Ownership and accountability for marketing channel performance. Creation of multi-touch attribution model for campaigns that tracked across billions of dollars of pipeline generation. Built a machine learning model to predict a customer's persona using internal & third party data. Linking product-led growth to sales growth funnel in order to articulate the impact of our PLG efforts. Creative forecasting & modeling for various business questions.
Technical Skills used multiple times a week in this role: SQL, Tableau, Salesforce, Google suite, Python, Excel, Airtable
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Twilio, Senior Manager, Marketing Strategy & Analytics
May 2020 - Present
I lead and contribute to a creative & technical analytics team. We work as business partners to global executive stakeholders across demand, growth, campaigns, product marketing and sales. We take large data sets produced by the business and distill them into stories to inform decision making. We maintain a large library of Tableau dashboards powered by code that we develop using our data lake.
Key deliverables: Weekly, Monthly & Quarterly business reviews with insights across the business to inform future strategy. Defining and codifying source of truth metrics across marketing funnel. Creation of multi-touch attribution model for campaigns that tracked across billions of dollars of pipeline generation. Linking product-led growth to sales lead growth funnel. Creative forecasting & modeling for various business questions.
Technical Skills used multiple times a week in this role: SQL, Tableau, Salesforce, Google suite, Python, Excel, Airtable
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EVERFI (acquired by blackbaud), Senior Director, Marketing Operations & Analtyics
April 2019 - May 2020
In my role I acted as the main marketing point of contact for demand generation strategy, analytics, and process. I managed a team of high performing digital marketers and marketing operations practitioners. We were responsible for all technology, digital marketing, SEO, paid advertising, marketing automation, website optimization, and marketing analytics/intelligence. We enabled analytics on marketing investments in paid programming. We worked directly with sales operations to help them understand pipeline development, finance to help them understand impact of investment, and as a strategic partner to the GTM leadership team.
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EVERFI (acquired by blackbaud), Director, Marketing operations & Analytics
November 2017 - March 2019
Responsible for 5 business unit's marketing operations (process, analytics, reporting, and ROI) Enable 30 marketers to run campaigns, judge results, and make real time adjustments to improve their marketing qualified pipeline - 2018 results: 3,000+ meetings, $30M+ in pipeline, and $10M+ in bookings. I also led paid marketing team that utilizes Google Adwords, Bing Ads, Rollworks, Linkedin Paid Ads, and various other online channels to drive results. Presented monthly reports to the executive team with insights on marketing effectiveness highlighting key wins and losses Worked with stakeholders as the main project manager for any new process, technology, or analytics implementation. I was instrumental in the redesign of everfi.com to take it from an interactive brochure to a demand generation and search engine focused website.
Administrator of Salesforce, Marketo, Bizible, LeanData, Google Tag Manager, Google Analytics, LinkedIn Sales Navigator, Gong, and Zoominfo
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Social tables (acquired by Cvent), Senior Marketing operations manager
January 2015 - Present
Enabled the ability to test and learn via all customer acquisition channels and website. Monitor and develop strategies to increase lead to opportunity rate. Purchase, usage, maintenance and ROI of Marketing systems. Guided all marketing program spend and participated in annual planning processes. Own analytics and strategy across all marketing programs as well as sales development. Developed processes for the business development team to ensure that marketing leads are followed up on appropriately
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Social tables (acquired by Cvent), Marketing operations manager / Business Development
August 2013 - May 2015
Created our first marketing automation database, drip campaigns, landing pages, forms, and flows. Solo Salesforce administrator, worked with every department on the data structure that would ensure success for the long term future of the CRM. Workflow automation for our sales and business development team. Helped execute campaigns that provided a lead flow in excess of 3,000 leads per month. Developed the systems for assignment, re-assignment, and follow up on each of these leads. Developed dashboards and reporting for all company (marketing, sales and CS) KPIs. Led our first go-to-market strategy to target hotels based on success from email campaigns and outbound marketing strategies, this resulted in 100% growth for 3 straight years.
Education
University of richmond, robins school of business
B.S.B.A. Business Administration: Marketing & Accounting
Graduated May 2012