Thank you so much for your interest in my profile. Currently employed at Keeper Security, I’m very familiar with Paragon Micro as one of our key partners and have been impressed with the company’s commitment to growth and would love to join your team and help the company cement its position as a leading solutions provider.
I was also very impressed by Amy’s outreach, her vision for the role and how highly she spoke of the team and the culture you’ve been able to cultivate at the workplace.
Below, please find a quick summary of how my experience aligns with the requirements of the Director of Marketing role and don’t hesitate to reach out if you have any questions!
Strategic Marketing Leadership
Develop and implement a comprehensive marketing strategy that aligns with the company’s growth goals and market positioning.
In my current position as Director of B2B Growth Marketing at Keeper Security, I have crafted and implemented scalable Marketing strategies across various channels, including digital, content, email, events, account-based marketing (ABM), sponsored media, customer marketing, and pay-per-click (PPC) campaigns. This comprehensive approach has been instrumental in generating high-quality inbound leads and accelerating pipeline velocity, directly contributing to the company's growth objectives where we’ve been able to sustain a 35%+ MQL-to-opp conversion rate and 3:1 LTV to CAC ratio.
Our objectives throughout the year revolve around lead generation (MQLs) and pipeline generation (ACV / LTV). We set a monthly goal for MQL and revenue attainment for which I report on directly to the CEO on a weekly basis.
In my previous role as a Global Marketing Manager for Optimum Info (SaaS company), I was tasked with building our entire Marketing team from the ground up and rebrand the company’s identity and its products.
I have extensive experience across every functionality of the Marketing spectrum which helps me stay agile and adapt to any situation.
Define and maintain the company’s brand voice, ensuring consistency across all channels and communications.
In my experience, the key is to create a master messaging matrix that contains pre-approved content for every stage of the customer journey and tailored to a segmented audience (based on industry, company size and ICP).
Once complete, the content is re-used across every Marketing campaign and collateral as well as Sales enablement assets. This ensures a cohesive and consistent message or company “voice” for everything that is customer-facing.
Oversee the creation of annual marketing plans, including budget allocation, campaign planning, and KPI setting.
At Keeper, I am tasked with allocating a seven-figure budget across the following along with the corresponding KPIs to measure ROI:
Events:
Attendance, booth scans, MQLs, lead-to-opp conversion rate, follow-up email open rate, CTR and more.
Digital Marketing
Impressions, CTR, pages/session, lead-to-opp conversion rate, ABM brand lift %, webinar registrations / live attendance and more.
OOH
Web traffic, pages/session, form fills and more.
MarTech
Operational effectiveness
I also create a very detailed master campaign calendar that tracks all campaign launches and monitors all kinds of KPIs to measure performance across all different channels.
Stay informed of industry trends and competitive activities to adjust strategies as necessary and keep the company at the forefront of innovation.
Marketing intelligence is key to growth and leveraging an SEM tool like SEMRush, we can not only optimize SEO but also look at industry trends and keep up with what the competition is doing.
I regularly read websites like The Register to keep up with new technologies and innovations and set up alerts on Google to stay informed every time the company, a partner and/or a competitor is mentioned in the news.
I also routinely look at the different ad campaigns competitors launch on LinkedIn via their Ad Library. Reddit recently launched a Beta “Answers” which is their AI to scan content across all subreddit communities and provides valuable customer feedback (example here).
Team Leadership and Development
Lead, mentor, and manage a multidisciplinary marketing team, including roles such as the Marketing and Advertising Manager and Events Manager.
I currently manage a team of seven including the following roles:
Public Sector (Federal) Marketing Manager
Sr B2B Marketing Manager EMEA
Sr B2B Marketing Manager APAC
Sr Customer Marketing Manager
Marketing Specialist x2
Events Manager
I recruited and trained all my current team members for a 100% employee retention rate so far and implemented processes to streamline campaign activity and reporting.
I regularly meet with each of them for 1:1s on project updates and personal growth plans as well as 2 team meetings / week to keep up with all projects.
Foster a collaborative and creative work environment, encouraging cross-functional teamwork and innovation.
I’ve always fostered a creative environment, always welcoming new ideas and ensuring every team member feels welcome and included. I regularly meet with team leaders of every department and organize cross-departmental meetings to share insights on trending topics, customer feedback and campaign performance.
Provide ongoing training and development opportunities to ensure the marketing team stays updated with the latest marketing trends and technologies.
2 years ago, I implemented a new initiative that provides several team members every year with the opportunity to attend vendor / partner events to foster relationships and gain a better understanding of the industry as well as online bootcamps with MarTech vendors for personal growth and staying up to tend with modern trends in Marketing.
Partner Integration and Fund Management
Collaborate with the Federal, Corporate, and Canadian Partner Managers to secure marketing development funds from key partners.
I’m familiar with MDF plans from both my time at Keeper with our different Channel and MSP partners as well as my time at Avoya Travel, where securing MDF and SDF was the limelight of the business.
Fostering business development and nurture upsell / cross-sell opportunities was key to our success, so were cross-marketing campaigns. It was a way for us to keep partners engaged and establish our presence as not just a service provider but a thought leader in the industry with webinars, white papers, case studies, interviews, Q&As and more.
Integrate partner marketing contributions into the overall marketing strategy, ensuring partner brands are well represented while maintaining the integrity of our brand.
From my experience, establishing clear co-branding guidelines that align with the brand’s identity while showcasing partner value is key to integrating marketing contributions into our overall strategy.
I have experience in developing joint marketing campaigns that highlight mutual benefits, ensuring messaging remains consistent across all channels. Leveraging co-branded assets, collaborative content, and shared events to maximize exposure while maintaining brand integrity is key (example with a webinar here).
It’s equally important to assess performance metrics to optimize partner-driven initiatives, ensuring alignment with overall marketing goals.
Track and report on the use of partner funds to ensure compliance and optimize the value of these resources.
At Avoya Travel, I was tasked with taking screenshots of ad placements, eBlasts and other Marketing efforts led on behalf of partners. Regularly assessing performance metrics to optimize partner-driven initiatives and ensuring alignment with overall marketing goals is the key to success.
Marketing Campaign Execution
Oversee the planning and execution of multi-channel marketing campaigns, including digital marketing, advertising, email campaigns, and social media initiatives.
This has been my main point of focus at Keeper Security since when I started as a B2B Marketing Campaigns Manager 3 years ago. I’ve been leading multi-channel inbound B2B demand gen programs on a global scale across digital Marketing with ad campaigns, content, email, events, ABM, sponsored media, social media and PPC.
Although I’ve since been promoted to Director, I’m still very much in the weeds as creating thought-leader type content is my bread and butter. When promoted, I was tasked with replicating the success we’d had in NorthAm to the Public Sector (SLED and Fed), EMEA and APAC.
Ensure campaigns are data-driven, leveraging analytics to optimize performance and return on investment (ROI).
I’ve always been very analytical and known for building campaigns with a data-first approach, leveraging analytics to track KPIs such as engagement, conversion rates, and ROI. I always use A/B testing, audience segmentation, and performance dashboards to refine targeting and messaging in real time.
I also continuously optimize campaigns based on data insights, ensuring marketing efforts drive measurable business impact and maximize efficiency.
Collaborate with Sales and Services teams to create marketing strategies that support lead generation and sales goals.
I always foster close collaboration to develop targeted campaigns, sales enablement content, and ABM initiatives that address customer pain points and drive conversions. Maintaining ongoing feedback loops to refine strategies based on sales insights is key to ensure our marketing efforts directly support pipeline growth and business objectives.
For example at Keeper Security, I routinely attend Sales demo to understand the key terminology our prospects use and incorporate it in our campaigns.
Brand Management and Development
Build and maintain a strong, differentiated brand that resonates with target audiences, including enterprise customers and channel partners.
I always strive to ensure consistent messaging across all touchpoints, reinforcing trust and expertise and leverage thought leadership, customer success stories, and targeted campaigns to differentiate the brand in a competitive market.
At Keeper Security, I built our ABM strategy from the ground up to continuously refine branding strategies based on audience insights to maintain relevance and impact with tailored messaging to the different stages of the customer journey.
Ensure all marketing content, including advertisements, digital assets, and event materials are aligned with the company’s brand guidelines.
The key to success from my experience has been to create thorough processes and messaging matrix to ensure the company’s voice is consistent across every channel.
Feeding ChatGPT with clear and concise guidelines has also helped us pump out content at higher velocity for blogs, email copy and more.
Lead market research and customer feedback initiatives to refine brand positioning and messaging
As mentioned above, Marketing intelligence is key to growth and leveraging an SEM tool like SEMRush, we can not only optimize SEO but also look at industry trends and keep up with what the competition is doing.
I also routinely look at the different ad campaigns competitors launch on LinkedIn via their Ad Library. Reddit recently launched a Beta “Answers” which is their AI to scan content across all subreddit communities and provides valuable customer feedback (example here).
I also have experience gathering competitive intelligence via content syndication campaigns and ABM to provide the Sales team with the best intelligence possible and help them convert opportunities.
On the Federal side, having access to GovWin or Govly helps gather invaluable data on contracts that help determine our overall Marketing strategy for that segment.
Events Strategy and Oversight
Work with the Events Manager to develop a comprehensive events strategy, ensuring events are aligned with the overall marketing vision.
Ensure that events provide valuable touchpoints for customer engagement, brand awareness, and lead generation.
From small one-day events to massive trade shows like RSA or Black Hat, I have extensive experience in events management (example here). I always make sure each event supports brand awareness, lead generation, and partner engagement goals.
Leveraging data and audience insights is key to optimize event selection, content, and promotion, maximizing impact and ROI while maintaining brand consistency.
Events are also a great resource for networking and fostering relationship with customers. We always try to schedule activities outside of the events to connect with customers and prospects.
Qualifications
Minimum 8-10 years of experience in marketing, with at least 5 years in a leadership role.
14 years of experience in Marketing, 6 years in a leadership role.
Proven track record of developing and executing successful marketing strategies that drive revenue growth and enhance brand presence.
I’ve helped drive unprecedented growth at Keeper Security since joining the company in 2022 where we’ve been able to sustain a 35%+ MQL-to-opp conversion rate and 3:1 LTV to CAC ratio.
Prior to this, I helped build Optimum Info’s Marketing program from the ground up and completely re-branded its identity and suite of products to rival the likes of Urban Science, a company 10 times its size.
At Avoya Travel, I helped optimize partner campaigns to secure additional MDF.
Experience in B2B marketing, particularly within technology, hardware, software, or services sectors.
9 years of experience in SaaS / Technology and 7 years of experience in services sector.
Learn more about my professional journey.
Education & Skills
Find more information about my profile including education, skills and background.
Latest Blogs
