Development of a digital marketing & technology playbook for auditing and integrating M&A company acquisitions for an acquisitive private equity backed healthcare company. By developing a framework for auditing digital operations I was able to identify digital assets and determine a path for brand integration or sunsetting of acquired brands. One instance revealed strong SEO assets of an acquired company and before sunsetting the brand a technical plan was executed to successfully transfer the content assets and rankings to the platform brand's website. The incremental organic traffic was the equivalent of over $100k/month if acquired through paid search advertising.

Served as a lead advisor for a private equity backed DTC company's digital marketing agency relationship. This included contract review and negotiation as well as participating on weekly status and performance calls. In this example the agency was historically reliant on Facebook advertising based on past success. By predicting the effects of Apple's iOS 14 privacy update I worked with the agency to change its tactics (reduce spend and re-allocate to other channels and efforts rather than just increasing spend) saving tens of thousands in wasted monthly advertising dollars and improved ROAS 3X.

Brought in by the CEO to help hire an in-house digital marketing manager and web operations specialist as the company had no CMO or senior marketing SME in their current org chart. Provided ongoing strategic and management support of the hired team. Projects included organizing a joint sales and marketing off-site to build an account based marketing (ABM) framework and onboarding of Hubspot CRM. Built out highly targeted campaigns focused on select named accounts and industry and geo settings leading to six figure pipeline opportunities on 3-4 figure budgets. Developed CEO appropriate level reports to show pipeline generated and justify additional marketing budget scale.

Led new product development 0 > 1 for a B2B demand gen data company. Built a content studio that produced lead gen assets including white papers, guides, etc. for existing client base as an upsell. Hired and managed internal editorial manager and writers as well as building out a network of SME freelance writers, also managed offshore creative employees. Conducted a build/buy/partner analysis and launched an intent data (in market) programmatic advertising product. Responsible for securing and managing partner relationship. Worked with CRO on GTM and post-launch support hitting pre-determined operating margin goals.

Brought in by a PE firm to support two roles at a portfolio company: 1. a temporary leave of absence within the marketing team and separately; 2. a delay in finding the right candidate for a new digital marketing leadership position. Working directly with the Chief Marketing Officer helped to establish digital demand generation strategies, temporarily took over management of internal direct reports and agency partners. Proposed and introduced Martech vendors. Worked cross functionally to audit and propose improvements for digital demand gen, data tracking, campaign, and channel optimization. Fully embedded within the company including team meetings and in-person days in the office.