Full-Stack Marketing Leadership, Without Blind Spots
From scrappy $20K startup budgets and intern-led growth engines to enterprise-scale demand gen, multi-region brand strategy, and investor relations—I’ve built and led the full marketing function across industries, stages, and challenges.
Capabilities
The Full Marketing Function—Built and Led
I’ve built my career as both a builder and a strategist. Some areas, like ABM strategy, HubSpot systems, and lifecycle campaigns, I’ve run end-to-end. Others, like analyst relations or trade shows, I’ve led through agency and specialist partnerships. This checklist maps that full scope.
☑ = Primary Expertise ◇ = Strategic Exposure
Strategic Leadership & Vision
☑ Go-to-market (GTM) strategy development & execution
☑ Brand strategy, positioning, competitive analysis, category design
☑ Market segmentation, ICPs, persona development, journey mapping
☑ Budget & ROI management (optimized $20K-260K+ annual budgets across digital, content, and demand-gen channels)
☑ Performance management: KPIs, dashboards, reporting cadence
☑ C-suite & cross-functional leadership (Sales, Product, Ops, Customer Success)
☑ Team design: hiring, mentoring, scaling from zero-to-10+ marketers; built systems to turn interns and entry-level talent into high-performing contributors
☑ Board & investor relations (reporting, growth strategy presentation)
☑ Change management & organizational transformation
Core B2B Marketing Expertise
Enterprise B2B
☑ Account-Based Marketing (ABM): strategic campaign design, account tiering, multi-channel orchestration
☑ Sales enablement: collateral, battlecards, competitive intelligence
☑ Enterprise sales cycle mastery (6–24 month cycles, multi-stakeholder committees)
☑ Channel/partner marketing & co-marketing programs; exposure to large-scale channel programs
☑ Event marketing: trade shows, conferences, event sponsorships
◇ Field marketing: awareness of regional campaign strategy; partner-led execution
☑ Enterprise: managing direct and dotted-line reports
SaaS B2B
☑ Product-led growth (freemium, trials, in-product activation)
☑ Customer lifecycle marketing: onboarding, adoption, expansion, upsell strategy, retention
☑ SaaS metrics mastery: Customer Acquisition Cost (CAC), Lifetime Value (LTV), churn, expansion revenue, Product Qualified Leads (PQLs)
◇ Integration marketing: API partnerships, marketplace/ecosystem presence
☑ MVP iteration: rapid adaptation, testing, and refinement
Demand Generation & Digital Marketing
☑ Omnichannel campaigns: paid, organic, ABM, PR, social, influencer
☑ Paid media: Google Ads, LinkedIn, Facebook, programmatic, retargeting
☑ SEO & SEM: technical SEO, AI SEO, enterprise content systems, paid search
☑ Content marketing: thought leadership, editorial governance, pillar/cluster strategies
☑ Email marketing: automation, segmentation, deliverability, A/B testing at scale
☑ Webinars & virtual events: audience development, lead capture, follow-up nurtures
☑ Social media: organic strategy, paid amplification, influencer/B2B ambassador programs
Product, Customer & Revenue Marketing
☑ Product marketing: positioning, GTM launches, enablement
☑ Pricing & Packaging Strategy: SaaS tiers, enterprise contracts, value prop development
☑ Customer Voice Programs: win/loss, councils, vendor-partnered competitive insights
☑ Advocacy programs: testimonials, case studies, reviews, customer references
☑ Retention & expansion: renewal campaigns, churn prevention, cohort reporting
◇ Community building: private groups, forums
◇ Influencer & Ambassador Programs: B2B advocacy & thought leadership, vendor-directed
Marketing Operations & Technology
☑ CRM mastery: HubSpot (expert-level), Salesforce (multi-pipeline, reporting)
☑ Marketing automation: HubSpot, segmentation, workflows, lead scoring
☑ MarTech stack evaluation, integration, vendor negotiation & management
☑ Data hygiene & database management: routing, segmentation, compliance
☑ Analytics: GA4 (Google Analytics), Google Tag Manager (GTM), attribution platforms, Looker
☑ Customer Journey Analytics: multi-touch attribution, journey mapping, conversion optimization
☑ Website: development & management from zero, CRO, UX testing
Communications & External Influence
☑ Executive communication: storytelling, investor/board messaging, keynote support
☑ Internal communications: cross-departmental advocacy, change leadership
☑ PR & crisis management: media relations & reputation management, executed with agency partners
◇ Analyst relations: Gartner, Forrester, IDC briefings & positioning
☑ Corporate communications: internal comms, executive alignment, brand governance
☑ Thought leadership programs: ghostwriting, podcast/video, speaking opportunities
Startup-Specific Capabilities
☑ Zero-to-one marketing: building functions from scratch, validating markets
☑ Resource optimization: doing more with less, prioritization frameworks
☑ Rapid experimentation & MVP iteration: growth hacking, fast A/B cycles
☑ Founder/exec thought leadership: personal brand building, earned media
☑ Early customer development: market research (qualitative/quantitative, interviews), Product-Market Fit Validation (PMF) validation
Enterprise-Specific Capabilities
☑ Global marketing & employer brand: multi-region, recruiting, cultural adaptation
☑ Regulatory/compliance marketing (finance, healthcare, security)
☑ Large-team leadership: matrix orgs, direct & dotted-line report management
☑ M&A marketing support: startup integrations, rebrands, investor relations collaboration
☑ Agency/vendor management: contracts, performance, negotiation, orchestration
Emerging & Differentiator Areas
☑ AI in Marketing — applied AI for content development, personalization, market research, sales enablement, chat, and SEO
☑ Intent data & predictive lead scoring: familiar with Bombora, 6sense, G2; partnered with sales/ops to evaluate and apply insights
☑ Conversation intelligence: awareness of Gong/Chorus; integrated outputs into sales/marketing alignment and GTM programs when available
☑ Video & podcast marketing: awareness of regional campaign strategy; partner-led execution
☑ Platform/marketplace marketing: two-sided growth, ecosystem visibility
◇ Open source & developer marketing: limited exposure; collaborated with technical teams on community/education efforts
Industry-Specific Vertical Experience
☑ Technology & IT Services – 20 years in custom software development, IT staffing, and enterprise technology solutions (QAT Global)
☑ Financial Services – compliance-driven messaging, trust-building, institutional buyers
☑ Healthcare/Life Sciences – HIPAA compliance, clinical outcomes, multi-stakeholder education
☑ Manufacturing/Industrial – long sales cycles, technical specifications, distribution models
☑ Professional Services – referral marketing, thought leadership, relationship-driven growth
☑ Non-Profit – grant-funded program marketing, mission-driven storytelling, community mobilization (substance abuse prevention nonprofit)
☑ Government/Public Sector – contract management, compliance, multi-stakeholder alignment, coalition leadership (state government contract & SAMHSA national network chair)
☑ Automotive – B2B service provider marketing, supplier ecosystem strategy, industry partnerships (plus consulting partner immersion)
☑ Lifestyle & Consumer Projects – niche ecommerce and personal milestone industries (I Do Still – vow renewal marketplace, Fueled By Success – professional growth/lifestyle ventures)
