RESUME
Professional
info
A proven strategic leader and data-driven decision maker known for tackling big partnerships, turnarounds, mergers / acquisitions and bringing new products and brands to life. Successfully grow product lines across consumer / B2C, B2B (SMB and enterprise) client segments. Skilled at building successful frameworks and establishing strong cross functional relationships. Passionate about driving change with a keen ability to help businesses thrive during transformation.
Industries & Customers
IT Security
SaaS Software
Subscription Services
Mobile Apps
Digital Marketing
Non-Profits
eCommerce
Consumer Packaged Goods
Small & Midsize Businesses
Large Enterprise
Reseller Partners
Distributors
Affiliates
Work
experience
RED HAT, AN IBM COMPANY
Global Commercial GTM Integration Director
7/2021-Current
Driving the strategy to grow the Commercial / Mid-market segment with a Partner-first approach.
McCAPLAN CONSULTING GROUP
Founder & CEO, Marketing Strategist
11/2019-Current
Providing growth marketing solutions to businesses large and small. Specializing in go-to-market planning, market research and data analysis, digital marketing and lead generation. Supporting B2B, B2C and Channel Marketing including these organizations:
WELLNESS CLINIC
Marketing Strategist & eCommerce Consultant
4/2021-Current
Reworking the incumbent business model to drive more growth and expand customer footprint. Building an automated ecommerce selling model using a complex tech strategy, completely overhauling the IT infrastructure including new email platform, CRM, scheduling tools and leveraging API integrations.
SMS SOFTWARE COMPANY
Funnel Optimization Consultant
8/2020-3/2021
Leading efforts to fix and optimize a broken lead generation funnel through massive technology integrations, brand and messaging refresh, and selling strategy pivot. Developing lifecycle marketing strategies, content strategies, lead scoring refresh, in-app messaging, messaging refresh, vertical positioning and marketing technology integration strategies.
D2C - FAMILY OF WINERIES
Digital Marketing Strategist
10/2020-Current
Tripled monthly revenue while developing new direct-to-consumer e-commerce channel for a family of wineries in Northern Michigan. Creating demand through PPC, Google Shopping Ads, SEO, remarketing and email marketing. Optimizing conversion funnel and fulfillment operations with website enhancements, chatbots, social campaigns and outbound communication strategy.
PIPEDREAM PRODUCTS, JIMMYJANE.COM
Head of Marketing
12/2019-5/2020
Joined to transform the CPG business through innovative marketing, digital and operational strategies. Helped drive 40% B2B growth through the reseller and distribution channels and revived the D2C Jimmyjane e-commerce business.
GANNETT, USA TODAY NETWORK (REACHLOCAL)
Director, Product Marketing LOCALiQ (Digital Marketing Agency)
11/2016-10/2019
Managed a team of 3 Product Marketers to then run the $1B+ LOCALiQ solution portfolio across multiple sales channels and verticals, helping grow ad revenue for the USA Today Network.
TREND MICRO
Head of Consumer Marketing
7/2012-10/2016
Managed the complete B2C product lifecycle, teaming with engineering, operations, web, marcom, sales and reseller partners.
Sr. Global SMB Product & Solutions Marketing Manager
9/2011-6/2012
Built go-to-market strategies for SMB security software, SaaS, and mobile apps. Created product awareness through organic content, reseller channel, press and analysts. Grew B2B revenue and footprint through ecommerce, retail, OEM, xSP and MSP partnerships globally. Portfolio below.
Sr. Global Alliance Product Marketing Manager
2/2009-2/2011
Developed global go-to-market consumer software and SMB SaaS product plans for Dell, Cisco, Radialpoint, ASUS and other OEM and xSP partners. Oversaw customization of product by partner including user interface (UI) design and in-product user messaging (pop-ups). Enabled regional marketing teams to launch solutions globally.
Global Product Marketing Manager
2/2009-9/2009
Responsible for global go-to-market planning for a new SaaS solution for e-commerce stores. Collaborated with sales and marketing teams around the world, collecting market intelligence to reposition the solution to another segment.
VMWARE
Global Partner Marketing and Enablement Manager
8/2007-2/2009
Created and delivered global channel marketing enablement and sales incentive programs, recruited and onboarded new resellers, launched VMware Partner University and certification program.
SYMANTEC
Channel Marketing Manager
6/2006-8/2007
Prepared and managed a $4.5 million marketing development budget. Responsibilities included developing and managing the Symantec marketing programs at CDW, Insight, Softchoice, Zones, PC Mall and Compucom.
Small Business Channel Marketing Manager
7/2005-6/2006
Developed product go-to-market launches, campaign development, partner relations and development, and conducted partner and sales training.
Sr. Marketing Events Specialist
10/2000-7/2005
Responsibilities included managing and implementing multiple enterprise marketing programs for lead generation including direct marketing, web and print advertising, tradeshow and seminar management, creation and management of custom executive events. Managed large tradeshows, C-level custom conferences, vertical solution and channel conferences.
Languages
English-native
Spanish-proficient
Certifications
Pragmatic Product Marketing VI
Public Speaking
Media Relations
Skills
Go-To-Market Strategy
Team Leadership
Change Management
Public Speaking
Competitive Analysis
Advertising
Public Relations
Integrated Marketing
Brand Management
Global Marketing
Solution Selling
Sales Training
Presentation Building
Strategic Planning
Omni-Channel Advertising
Multi-Channel Marketing
Social Media Marketing
Research & Analysis
Career Development
Education
THE UNIVERSITY OF ARIZONA, Tucson, Arizona
BA Journalism
THE UNIVERSITY OF ARIZONA, Guadalajara, Mexico
Spanish minor studies