A Little Bit About Me

Results-oriented leader with 24+ years of experience in driving strategic growth, building high-performing teams, and leveraging digital marketing to achieve significant ROI in the training industry and beyond. Proven ability to develop and execute winning marketing & sales strategies, manage P&Ls, and lead organizations through periods of change and innovation. Committed to delivering exceptional value to stakeholders.

EXPERTISE 

Leadership: Team building, mentoring, strategic planning, change management

Marketing & Sales: B2B & B2C marketing, lead generation, content marketing, SEO/SEM/PPC, marketing automation, CRM, ecommerce

Analytics & Technology: Web analytics, data visualization, marketing technology stack development

Business Acumen: P&L management, budget development, financial analysis

PROFESSIONAL EXPERIENCE 

Vice President Marketing & Sales Sep 2021 – March 2024

Research Square Inc., A part of Springer Nature

Led a transformational shift in marketing strategy:

• Doubled return on ad spend (ROAS): Spearheaded a move from outbound SEM to inbound content-driven efforts, achieving a significant increase in marketing efficiency and effectiveness.
• Boosted organic traffic by 15% YoY: Oversaw a website redesign and content program development, resulting in sustained organic growth and audience acquisition.
• Increased account creations by 25% and improved cart completion rate: Implemented marketing automation and optimized the in-house ecommerce platform, driving a significant rise in conversions.

Championed data-driven decision making:

• Established a robust marketing technology stack: Implemented HubSpot and Salesforce as the foundation for building customized marketing programs, enabling data-driven campaign management.
• Enhanced marketing reporting and analytics: Partnered with the Data & Analysis team to leverage Google 360, GA4 event tracking, and Looker Studio reports, providing crucial insights for informed marketing decisions.

Cultivated high-performing teams and fostered innovation:

• Successfully launched Curie (AI writing assistant): Partnered closely with product, sales, and corporate communication to bring the product to market, attracting over 18,000 trial users within 90 days.
• Secured a nomination for the 2023 Springer Nature Innovation Award: Developed a data-driven approach to increase Open Access (OA) submissions and acceptance rates, achieving a 10% and 15% improvement respectively.
• Managed cross-functional teams: Effectively led teams across product, UX/UI, and engineering in website development and redesign, optimizing audience development, lead generation, and the customer journey.
• Championed a culture of continuous improvement: Mentored and built a highly effective marketing team, fostering innovation and an agile approach to campaign execution.

Director of Marketing Aug 2019 – Sep 2021

Training Industry Inc., the most trusted source of information on the business of learning

• Led a strategic turnaround, achieving a 30% audience growth in the first year, driving significant business expansion.
• Successfully transitioned the organization to a more digital and data-driven marketing approach, resulting in a 15% year-over-year increase in web traffic and a 10x growth in the sales pipeline.
• Cultivated a culture of innovation, executing over 130 virtual events and conferences in 2020 to adapt to changing market demands.
• Expanded ecommerce via new online store (Shopify) significantly increasing sales of continuous education courses and the CPTM (certified professional training manager) credential

Vice President, Marketing  Apr 2015 – Jun 2019

Simplify Compliance Inc., providing expert solutions across the healthcare continuum

Transformed marketing and sales alignment:

• Significantly improved conversion rates and automated lead generation: Aligned marketing, sales, and subject-matter experts, resulting in streamlined sales processes, increased lead nurturing, and efficient conversion funnels.
• Developed a data-driven customer data platform (CDP): Oversaw the development of a custom CDP integrated with IBM Marketing Cloud (Watson), enabling superior customer profiling, segmentation, targeted messaging, and personalization for improved conversion rates.
• Grew sales pipeline by leveraging marketing automation: Implemented marketing automation tools (e.g., Pardot) and optimized lead nurturing, resulting in a significant expansion of the sales pipeline for sustained growth.

Championed a customer-centric culture:

• Directed content marketing strategy across all products and services: Developed a comprehensive content strategy that catered to the specific needs of a diverse healthcare provider audience, encompassing leadership, revenue cycle teams, and various specialties.
• Increased ancillary product sales by 300%: Identified and implemented new product ideas alongside marketing program enhancements, leading to a substantial increase in ancillary product revenue, demonstrating an understanding of customer needs and ability to drive revenue generation.
• Managed and nurtured channel partner programs: Developed and maintained strong relationships with channel partners, setting pricing strategies, negotiating agreements, and collaborating to expand reach and drive sales growth.

Led through innovation and technological advancements:

• Architected the organization's marketing technology stack: Championed the selection and implementation of a comprehensive marketing technology stack, ensuring efficient data collection, analysis, and utilization for informed marketing decisions.
• Chaired the organization's data governance team: Established data governance policies and procedures to ensure data quality, integrity, and security, critical for data-driven marketing success.
• Championed a culture of continuous improvement: fostered a team environment focused on experimentation, innovation, and adapting marketing strategies to evolving industry trends and customer needs.

Associate Director, New Business Acquisition Oct 2012 – Oct 2014

UpToDate Inc. (Wolters Kluwer), a SaaS healthcare clinical decision support tool 

• Directed global multichannel campaigns targeting clinicians in 30 countries in seven languages 
• Reached a new corporate high-water mark for new business (units and revenue) in 2013 through improvements in the website (Drupal) and content marketing programs 
• Implemented marketing automation (Bronto) and mentored staff on new tools (GA)
• Significantly improved marketing ROI by shifting the reliance on traditional channels and launching and expanding into new digital channels
• Expanded the prospect file by more than 30%
• Doubled email revenue in year one

Vice President, Consumer Marketing and E-Commerce  Apr 2008 – Apr 2011 

New Track Media LLC, niche publisher and online merchandiser 

• Improved online business: doubled the email file, increased online conversions by 30%, and grew online store (Magento) revenues by 40%
• Recognized and built marketing programs leveraging cross-divisional synergies
• Developed and launched new digital products resulting in more than $2.5MM in new revenue 

Vice President, Circulation Jun 2004 – Mar 2008

Taunton Press, inspiration and high-value information for enthusiasts

• Led the business to a corporate high-water mark for unit and revenue product sales in 2006 
• Grew ancillary product sales 300%, from $660K to $2.2MM, through new product ideas and marketing program improvements 
• Provided publishers strategic consulting on audience development, subscription acquisition and renewals, and ancillary product sales 

Manager, Finance and Operations Jan 2000 – May 2004

Condé Nast Publications, producing the highest quality content for the world’s most influential audiences 

• Directed the monthly P&L forecast, annual budget, and year-end process 
• Provided management ongoing analysis of the business and recommendations for improvement 
• Consulted with consumer marketing directors on subscription promotion planning 

EDUCATION

BA – Economics Binghamton University; MBA – Marketing Management Iona College

PROFESSIONAL DEVELOPMENT

SN (Springer Nature) Leader Programme - Blanchard (2023)

HubSpot Marketing Software Certification - HubSpot Academy (2023)

Inbound Marketing Certification - HubSpot

Google Analytics Certification, Google App Analytics Certification - Google

GA4 Essential Training - LinkedIn

MARTECH & ANALYTICS

Marketing Automation/CRM - HubSpot, Salesforce, IBM Watson, Salesforce Marketing Cloud

AI Application - Bard/ChatGPT for content development and analysis of multi language open text data

Web Analytics - Google Analytics, Tag Manager, GA4, Looker Studio

Ecommerce - Magento, Shopify, Amazon Marketplace

SEM/PPC/ Remarketing - Google Ads, Adroll, Bing, Yahoo, Search Console, AHRefs, SpyFu

PUBLICATIONS | SPEAKER 

Specialized Information Publishers Association (SIPA): 

• 2019 Annual Conference planning committee member; 2018 SIPA Awards Judge; 2017 SIPA Speaker: “Revolutionary New Tools for Tracking Website Visitors and Turning Them into Customers” 

Business Information & Media Summit (BIMS):

• 2015 Speaker: “Marketer’s New Digital Toolkit: Save Time, Speed Production, Cut Costs, and Improve Results”; 2016 Speaker: “New KPIs for Marketing” 

Contributor, Folio Magazine (September 2010): “The Drive for Transactional Fulfillment” 

Cover Story, Circulation Management (May 2006): “Test Drive: Improving testing efficiency”