The Story

Joined BioIntelliSense as Digital Marketing Manager, drawn to the company’s next-generation wearable patient monitoring technology and its position at the intersection of AI and healthcare. Within the first month, the original digital marketing budget shifted — but rather than a setback, it became an opportunity to demonstrate broader value. Leadership recognized the ability to present technical concepts, rally teams around process improvement, and identify ways to leverage technology the company wasn’t fully using, leading to a rapid promotion to Director of Commercial Operations.

The first major initiative was Salesforce. The platform was essentially dormant — unused by most of the organization. Over the following months, it was transformed into the company’s operational hub: opportunities and pipeline management, territory design, lead lifecycle and follow-up workflows, quoting directly from opportunity records, activity tracking, and executive dashboards used in weekly leadership reviews and Medtronic partnership calls. The entire platform was restructured — permissions, data architecture, and user training for the full organization.

On the digital marketing side, the work continued through agency partnerships, content development, and a complete website overhaul — migrating from a static, non-CMS site to WordPress on a new hosting environment, then rebuilding the site at the end of 2025. Sales enablement became a core focus: creating tools and processes to help the sales team follow up on leads effectively, track activities, and maintain pipeline discipline. A configuration management solution was also built in Salesforce to track per-device settings across hospital customers for regulatory compliance. This was a true commercial operations role — marketing, sales, revenue operations, and technology all under one umbrella.

Key Accomplishments

• Promoted to Director within the first month based on demonstrated technical capabilities and strategic impact
• Transformed Salesforce from dormant to the company’s fully adopted operational platform — pipeline, territories, leads, quoting, reporting, and activity tracking
• Led digital marketing through agency partnerships, content strategy, and hands-on execution despite budget constraints
• Migrated the corporate website from a static site to WordPress on new hosting, then led a full site rebuild
• Built pipeline dashboards and executive reporting for weekly leadership reviews and Medtronic partnership calls
• Designed sales enablement tools and lead follow-up workflows improving pipeline velocity and sales team efficiency
• Architected configuration management solution in Salesforce for regulatory compliance tracking across hospital customers
• Trained the entire organization on Salesforce adoption — created documentation, training concepts, and ongoing support
• Partnered weekly with Medtronic on pipeline reviews, deal progression, and shared dashboard accuracy

Learnings & Growth

Learned how to pivot fast when scope changes — hired for digital marketing, budget shifted, but turned it into a broader and more impactful role spanning the full commercial spectrum. Developed deep Salesforce administration and development skills, taking a platform from zero adoption to company-wide usage. Gained understanding of regulatory and compliance requirements for medical devices, particularly around device configuration tracking and documentation. Learned to operate as a true generalist at a growth-stage company — touching marketing, sales ops, revenue operations, executive reporting, and company-wide technology enablement. Gained firsthand experience in strategic partnership dynamics with Medtronic — pipeline accountability, joint reporting, and executive-level communication.

The Story

Joined Boston Scientific during the pandemic in July 2020 — a long-sought opportunity to work in the medical device industry at one of the most respected companies in the space. Placed on the Urology and Pelvic Health division’s prostate product team, owning the digital marketing strategy for two products: Rezum Water Vapor Therapy, a minimally invasive BPH treatment device, and SpaceOAR Hydrogel, a biodegradable spacer used during prostate radiation therapy to protect surrounding organs from radiation exposure.

The role was deeply cross-channel — managing paid media campaigns across LinkedIn, Meta, Google Ads, programmatic display, native advertising, YouTube, Hulu, and connected TV, all targeting healthcare professionals. Integrated Salesforce Marketing Cloud with Salesforce CRM to build closed-loop nurture programs connecting campaign activity to lead conversion and therapy adoption. Led optimization of product sites on both Adobe Experience Manager and WordPress, running A/B testing programs that improved conversion rates.

Beyond campaign execution, the role required navigating a highly regulated marketing environment — FDA compliance, 510(k) requirements, claims approval processes, quality system regulations, and medical affairs review on every piece of content. Developed the annual operating plan for digital marketing spend, managed the budget, and presented campaign analytics, keyword performance, and digital strategy recommendations to marketing leadership. Completed a General Assembly marketing certification through a Boston Scientific employee development program.

Key Accomplishments

• Delivered 40% growth in HCP engagement and 25% increase in qualified leads through omnichannel paid media and SEO
• Integrated Salesforce Marketing Cloud with CRM for closed-loop nurture and attribution
• Led AEM website optimization and A/B testing improving conversion rates 30%
• Built measurement plans, KPI dashboards, and reporting frameworks for marketing leadership
• Managed paid media across LinkedIn, Meta, Google Ads, programmatic, native, YouTube, Hulu, and connected TV
• Drove SEO strategy across product sites with technical and content optimization
• Developed and managed the annual operating plan for digital marketing budget
• Ran iterative ad creative testing and keyword targeting optimization
• Completed General Assembly marketing certification through BSC employee program

Learnings & Growth

Learned how to operate in a highly regulated marketing environment — FDA compliance, 510(k) requirements, claims approval processes, quality system regulations, and the layers of review required before any marketing material goes to market. Gained deep understanding of the intersection between medical affairs and marketing — how clinical evidence supports marketing claims and how to work within those boundaries effectively. Deepened expertise in omnichannel campaign orchestration across a wide range of paid media channels including connected TV and programmatic, all within a B2B healthcare context targeting healthcare professionals.

The Story

Joined Life Time as Manager of Website Strategy with a primary mission of digital retention — keeping members active, renewing, and engaged across the company’s full ecosystem of services. Life Time operated two distinct web properties: a prospecting site designed to generate new gym and facility memberships, and a customer-facing site focused on retention — driving membership renewals, class signups, product purchases, Life Spa bookings, and overall brand engagement.

The role sat at the intersection of strategy, analytics, and cross-functional coordination. Managed A/B testing through Adobe Target, built analytics reporting frameworks using Adobe Analytics (partnering with an external analytics firm to improve the implementation), and presented test results and optimization recommendations to leadership regularly. One early win was redesigning the new club opening process — an archaic and confusing workflow that was restructured into a repeatable framework the team could execute consistently.

Working within an Agile product development environment, the role required close collaboration with engineering teams on website feature implementation, with business owners across Life Spa, Life Cafe, Life Time Kids, personal training, and sports programs on digital priorities, and with the inside sales team on lead flow from digital properties to Salesforce. The digital marketing counterparts handled paid campaigns, social channels, and influencer strategy, while the website strategy function focused on the on-site experience, conversion optimization, and retention-driven engagement.

Key Accomplishments

• Contributed to approximately 10-15% improvement in membership retention rates
• Managed A/B testing program using Adobe Target across both web properties
• Redesigned the new club opening process into a structured, repeatable framework
• Built analytics reporting frameworks and presentation formats for leadership visibility
• Partnered with external analytics firm to improve Adobe Analytics capabilities
• Collaborated with Agile product and engineering teams on website feature implementation
• Worked cross-functionally with business owners across Life Spa, Cafe, Kids, training, and sports programs
• Coordinated with inside sales team on lead flow from digital properties to Salesforce

Learnings & Growth

Learned how large-scale membership businesses approach retention as a discipline — the metrics, the levers, and how digital experience directly impacts renewal rates and lifetime value. Gained experience working within an Agile product development environment alongside engineering teams, managing priorities through sprints and backlogs. Navigated a complex multi-business-unit organization where every program has its own stakeholders and priorities competing for digital attention. Deepened expertise in the Adobe marketing technology stack — AEM, Analytics, and Target working together as an integrated platform.

The Story

Joined Ascentis after a PE/VC firm invested in the business, relocated leadership from Seattle to Eden Prairie, MN, and brought in new executive talent from the Minnesota tech community. The company offered a SaaS human capital management platform — payroll, recruiting, applicant tracking, and HR software — targeting HR professionals, payroll administrators, and business leaders.

The primary demand generation engine was a massive webinar program that had been established before arrival. Took ownership of optimizing and executing the program alongside the team, while simultaneously tackling the corporate website, Marketo configuration, and Salesforce integration. Website optimizations delivered approximately 500% increase in inbound call volume for the SDR team — a dramatic and immediate impact on lead flow.

Rebuilt the entire HTML email template library in Marketo after discovering widespread rendering issues through Litmus testing. Organized and restructured the Marketo instance for better program architecture and deliverability. Configured lead scoring and lifecycle management in partnership with the Salesforce admin to improve lead quality and routing to SDRs and BDRs. Also created a customer-facing virtual roadshow — a series of webinars covering software updates and their business impact for the existing customer base.

Key Accomplishments

• Delivered approximately 500% increase in inbound call volume through website optimizations
• Managed and optimized a large-scale webinar program as the primary demand generation engine
• Rebuilt the full HTML email template library in Marketo, fixing widespread rendering issues
• Configured lead scoring and lifecycle management across Marketo and Salesforce
• Organized and restructured the Marketo instance — program architecture, templates, and workflows
• Created a customer-facing virtual roadshow webinar series
• Partnered with the Salesforce admin on CRM integration and lead handoff processes
• Maintained execution momentum during significant organizational change

Learnings & Growth

Learned how SaaS demand generation works in a competitive HCM market — webinar-driven lead gen at scale, lead scoring models, and the SDR/BDR/AE handoff process. Gained deep experience in Marketo administration and optimization in a high-volume environment, along with email deliverability and rendering best practices. Learned to operate effectively during organizational upheaval — new ownership, new leadership, shifting priorities — and still deliver measurable results.

The Story

Joined Elite Hearing Network excited about the opportunity to get hands-on with marketing automation — specifically Pardot (now Salesforce Account Engage), which the company had already contracted but not yet implemented. The company served a dual purpose: a group purchasing organization offering discounted bulk pricing on hearing aid products from major manufacturers, and a consulting practice helping audiologists and hearing instrument specialists grow and sustain their businesses.

The first major initiative was implementing Pardot and connecting it with Salesforce CRM. But the real breakthrough came from looking at the company’s existing data. There was a significant amount of untapped customer and prospect data that had never been activated through automated marketing. Built email journeys and customer lifecycle campaigns that put this data to work — generating more than $3 million in customer lifetime value within the first six months and $650K in immediate revenue from the initial campaign efforts.

Beyond automation, the role encompassed demand generation, website conversion optimization, local SEO strategy for member practices, and event marketing for industry conferences. Consulted directly with audiologists and hearing instrument specialists across the country on improving their online visibility and patient acquisition — helping healthcare practitioners who weren’t marketing professionals understand digital marketing and apply it to their businesses. Also collaborated with the Amplifon executive group and digital counterparts for Miracle Ear and other business units.

Key Accomplishments

• Generated $3M+ in customer lifetime value within six months of Pardot implementation
• Drove $650K in immediate revenue from initial automated campaign efforts
• Implemented Pardot from scratch — lead scoring, nurture workflows, email automation, Salesforce integration
• Built local SEO programs for 1,600+ member audiology practices
• Designed event marketing campaigns for industry conferences with full digital lifecycle
• Optimized website conversion and lead routing for territory-based sales follow-up
• Consulted directly with audiologists and hearing instrument specialists on digital marketing strategy
• Collaborated with Amplifon executive team and Miracle Ear digital counterparts

Learnings & Growth

First hands-on experience implementing a marketing automation platform from the ground up — from technical setup and Salesforce integration to building the strategy for how the organization would leverage it. Learned the power of activating existing data — the $3M+ in CLV came from untapped data the company already had, not from new lead acquisition. Gained audiology and hearing healthcare industry knowledge — the difference between audiologists and hearing instrument specialists, the patient journey for hearing loss treatment, and how local SEO drives patient acquisition for healthcare practices.

The Story

Joined a video content and production company that had transitioned from a direct mail DVD business to an online subscription model. The company operated 12+ niche hobby and interest sites on WordPress multisite — covering personal defense and firearms, quilting and sewing, fitness and health, woodworking (including a PGA golf partnership), and more. Each site offered free video content alongside premium subscription access.

The mandate was to build the analytics infrastructure, develop an SEO strategy across all digital properties, and drive organic channel performance and subscription conversions. Starting from essentially nothing — no analytics, no SEO process, no organic strategy — the work involved educating the entire organization on what SEO is, how it works, and the strategic value of letting search demand guide content creation.

The turning point came when on-screen talent, particularly for the woodworking site, began factoring keyword research data into their content plans. Instead of guessing what content to produce, the editorial and video production teams let organic demand shape which videos to shoot and what topics to cover. The result was that SEO became the top-performing acquisition channel across the entire portfolio — highest conversion rate and highest average subscription value, outperforming paid media and every other channel. Promoted to SEO/Content Marketing Manager based on the impact.

Key Accomplishments

• Elevated SEO to the #1 acquisition channel across 12+ subscription sites — highest conversion rate and subscription value
• Drove consistent year-over-year organic traffic growth across the full portfolio
• Embedded keyword research into editorial and video production workflows
• Built analytics infrastructure from scratch — Google Analytics, conversion tracking, dashboards
• Established SEO as a standard component of the content creation process
• Educated the full organization through executive presentations and team training
• Promoted from Digital Marketing Manager to SEO/Content Marketing Manager

Learnings & Growth

Learned how to build an SEO program from nothing and prove its value to a skeptical organization — from education to execution to becoming the top channel. Discovered the power of aligning content creation with search demand — when keyword data drives editorial decisions, the content performs dramatically better. Gained deep understanding of subscription business economics — how organic acquisition with high-intent search traffic delivers the best conversion rates and highest customer value compared to paid channels.

The Story

Short-term contract at TopRank Online Marketing (now TopRank Marketing), a boutique SEO and content marketing agency based in Spring Park, MN. The agency was founded and led by a well-known SEO influencer and author who had built a significant following through blogging and industry thought leadership.

Managed the LinkedIn marketing account and the 8x8 account (a VoIP/telephony software provider). Owned the full scope of client delivery — SEO strategy and execution, analytics and reporting, project management, account management, client calls, and presentation development. Created a LinkedIn Sales Playbook covering sponsored campaigns, sponsored ads, and early LinkedIn advertising strategies during the period when LinkedIn was first launching its digital ad products.

The agency experience provided a different perspective from in-house roles — the discipline of hours tracking, resource alignment, multi-client prioritization, and proving value through clear, measurable results and consistent client communication.

Key Accomplishments

• Created a LinkedIn Sales Playbook for sponsored campaign strategies during LinkedIn’s early advertising launch
• Managed SEO strategy and execution for enterprise B2B clients
• Developed client-facing strategy presentations and reporting frameworks
• Gained agency-side experience in project management, hours tracking, and multi-client delivery

Learnings & Growth

How agencies operate — the discipline of hours tracking, resource alignment, multi-client prioritization, and the economics of billable work. Early LinkedIn advertising strategy when the platform was just launching its ad products. Enterprise B2B SEO from the agency side — focused on proving value through measurable results and clear client communication.

The Story

Part of the Business Formation team — the largest volume team at LegalZoom with 15-20 specialists — fielding inbound calls from entrepreneurs looking to form businesses or file intellectual property. The company’s strong advertising and dominant organic search rankings for keywords like “start a business” drove massive inbound call volume.

The role was fundamentally consultative sales — helping callers understand their options across LLCs, S-Corps, C-Corps, nonprofit corporations, partnerships, sole proprietorships, DBAs, patents, and trademarks. Monthly sales targets, leaderboards, and performance incentives drove a competitive and high-energy environment. Completed professional sales training from an external consulting firm, building consultative selling and objection handling skills refined over thousands of calls.

Also collaborated with the marketing team, providing frontline feedback on the website workflow for business formation — identifying friction points and suggesting improvements based on real customer conversations. Partnered with a newly formed outbound sales team as the company explored outbound in addition to inbound demand.

Key Accomplishments

• Conducted 20,000+ consultative sales conversations with entrepreneurs
• Consistently met and exceeded monthly sales targets on the highest-volume team
• Developed deep expertise in business formation across all 50 states
• Provided actionable UX feedback to marketing team based on thousands of customer conversations
• Completed professional sales training, building consultative selling skills

Learnings & Growth

Consultative selling at scale — how to quickly assess a caller’s needs, educate them on complex legal and business concepts, and guide them to the right solution in a high-volume environment. Business formation expertise across all 50 states — entity types, state-specific advantages, tax implications, and IP filings. The value of frontline customer feedback in driving product and marketing improvements.

The Story

Joined The Design People (also operating as Agent Image) after the Microsoft partner role at speakTECH. The company was one of the dominant players in search results for real estate website design, serving real estate agents and brokerages nationwide with website packages ranging from custom development to templated solutions with MLS integration.

The role combined inside sales and project management — fielding inbound leads generated by the company’s strong organic search presence, making outbound calls to small businesses, and managing project delivery for sold accounts. Sold a range of services including custom websites, templated packages with MLS functionality, Google AdWords/PPC campaigns, and SEO services.

This was the first role where SEO became part of the training and service offering — learning the fundamentals of search engine optimization before it became mainstream. Also learned how inbound lead routing and sales queue systems work, including seniority-based distribution and the mechanics of inside sales operations.

Key Accomplishments

• Sold website design, development, SEO, and PPC services to real estate agents and brokerages
• Managed full sales cycle from inbound/outbound prospecting through project delivery
• First professional exposure to SEO fundamentals
• Learned inbound lead routing and sales queue systems

Learnings & Growth

First real introduction to SEO — trained on search engine optimization fundamentals before it became mainstream, which became a defining skill throughout the rest of the career. How inbound lead routing and sales queue systems work. The full lifecycle of selling and delivering digital services — from prospecting through project management and client delivery.

The Story

Joined speakTECH after working with them during a contract at Microsoft — one of the Gold Partners in the NSI portfolio offered a marketing position, and the move from Seattle to Southern California followed. The company was a Microsoft NSI Gold Partner implementing business information systems including SharePoint, desktop deployments (Windows Vista), business intelligence solutions, and Windows virtual servers.

The role focused primarily on event marketing — organizing virtual trade shows, lunch-and-learns, and small conferences to generate awareness and pipeline for the company’s Microsoft implementation services. Also managed email marketing campaigns through Constant Contact and built HTML email templates. The company was developing on the Microsoft Surface — an early large-format touchscreen device before smartphones and consumer touchscreens became mainstream — which served as a key differentiator at events.

Small company in startup mode operating within the Microsoft partner ecosystem, requiring multiple hats across event marketing, email, and collateral development.

Key Accomplishments

• Established the event marketing function — virtual trade shows, lunch-and-learns, and partner conferences
• Managed email marketing campaigns through Constant Contact targeting IT decision-makers
• Built HTML email templates for prospect nurturing and event promotion
• Supported Microsoft Surface development and demo capabilities

Learnings & Growth

How Microsoft’s partner ecosystem works — the NSI Gold Partner program, co-marketing opportunities, and how systems integrators position and sell Microsoft solutions. Event marketing fundamentals — planning, promoting, and executing both virtual and in-person events as a lead generation channel. Startup dynamics in a services business — wearing multiple hats and operating at early-stage pace.

The Story

One-year contract (orange badge) on Microsoft’s National System Integrator team, managing the marketing relationship with 30-50 of Microsoft’s largest and most successful systems integration partners — including CDW and other multi-hundred-million-dollar companies. This was the first role at a major technology company and provided a front-row seat to how Microsoft’s enterprise partner ecosystem operates at scale.

Primary responsibility was managing the Marketing Development Fund program — reviewing partner marketing plans, coordinating discussions, approving strategies, issuing edits and feedback, and dispersing investment funds multiple times per year. Managed the full MDF budget across the entire NSI partner portfolio and built the reporting framework linking marketing plan activities to pipeline numbers and forecasted outcomes.

The NSI partners were Gold Partners focused on selling and implementing SharePoint solutions, Power BI and business intelligence, Windows Server virtualization, and other business applications. The role also involved coordination with the ISV (Independent Software Vendor) team on overlapping partner initiatives, supporting one-off team needs including event logistics, and building the infrastructure for how marketing investment ROI would be measured and reported to leadership.

Key Accomplishments

• Managed MDF budget across 30-50 of Microsoft’s top NSI Gold Partners
• Built reporting framework connecting partner marketing to pipeline metrics and forecasts
• Reviewed, approved, and refined marketing plans from major enterprise partners
• Managed full MDF lifecycle — plan submission through fund disbursement and reporting
• Coordinated with ISV team on overlapping partner initiatives

Learnings & Growth

How Microsoft’s enterprise partner ecosystem operates at scale — the structure of Gold Partner programs, NSI vs ISV categories, and how Microsoft invests in partner marketing to drive platform adoption. Marketing Development Fund management — the full lifecycle of partner co-marketing investment. Budget management across a large portfolio of diverse partners with competing priorities. First professional experience at a major technology company.