- There is one thing the photograph must contain, the humanity of the moment.”
– Ansel Adams
– Ansel Adams
U2 had just reached the pinnacle of their popularity when I decided words would become the focus of my career. And while my first “real” job after college involved spinning Bono, The Edge, and Adam Clayton in a DJ booth, a couple of decades later, my communications degree remains more relevant than ever.
Because words matter, and like great songwriters, those that craft them eloquently make us think, feel, and act.
Unfortunately, while great for nostalgia, my U2 DJ records are pretty much worthless today. On the other hand, delivering powerful content that drives SEO, engages with social audiences, and delivers leads has never been more valuable!
During my career, I’ve worked with Fortune 500 firms, SMB organizations, and technology startups creating compelling marketing and communications that told meaningful stories while building highly successful brands.
I guess you could say that I Found What I Was Looking For 🙂
So, what are my areas of expertise?
If you’re interested, here are some examples of previous work …
And, if you’re reaaallly interested, here’s what I’ve done since the year 2000 🙂
Evolve IP - Head of Marketing, Communications & PR
Led a team of marketers responsible for driving global demand via integrated marketing, communications, and media relations programs. Achieved or exceeded targets every year at the organization (9) while staying within budget. While leading the team, the company reached the Inc. 500/5000 nine times, was noted as one of American’s Top Businesses by Entrepreneur Magazine, and grew from 35 to 425+ associates.
– Launched an integrated demand generation program that over the last five years returned a net present value of 7.3x compared to marketing expenses and an ROI of 350% against fully-weighted operational expenses. Tactics included digital (SEO / SEM / social), content marketing, email & nurture marketing, print / direct mail, account-based marketing (ABM), and referral / advocacy campaigns.
– Established a multi-channel social media program with associated metrics. Created content and programs with bifurcated messages for both partner and employee advocates (sales, marketing, executives, and all other internal teams). Social orchestration efforts led to measured increases in leads, opportunities, sales, and brand awareness.
– Responsible for tracking industry marketing trends and pivoting quickly to optimize messaging and tactics. With COVID-19, engineered a messaging and branding overhaul that increased organic Website traffic by 34% while inbound leads grew 50%. As part of the effort, managed 3rd party consultants and agencies while driving A/B testing, enhancing SEM campaigns, and shifting SEO strategies.
– Developed a sophisticated ROMI model that leveraged digital tracking and CRM tools to provide a 360-degree view of all campaign results. Analyzed programs to determine future level of investments vs. effort-to-effect and provide transparent results to senior management and finance teams.
– Using public relations, secured international and national earned media that surpassed awareness, mention, and lead goals. Campaign highlights include broadcast coverage on CBS, Fox, NBC and ABC News. Print and Web coverage secured in over 100 publications including the Wall Street Journal, Washington Post, New York Times, Chicago Tribune, USA Today, Network World, and Money Magazine.
Advertising Specialty Institute - Executive Director of Marketing and Communications
Directed the communications and marketing functions for new member acquisition and product cross-selling. Led a team of seven responsible for omnimedia advertising campaigns, content creation, corporate messaging / branding, market development, strategic planning, budgeting, staffing, creative development, and ROI measurements.
– Responsible for all lead generation, product, and onboarding content. Initiated and developed campaign tactics that led to records in new members as well as revenue retention. Researched and launched new verticals that drove a 200% increase in leads. Led new marketing initiatives, including lead scoring, nurturing programs, and PURLs.
– Developed marketing campaigns that grew the company’s PaaS into the dominant market leader with 74% market share. Leveraged video, digital, magazine, and tradeshow distribution methods to exceed target goals. Engineered a strategic shift in price and positioning to successfully mitigate a highly-competitive, low-cost entry while achieving corporate growth and profit targets.
– Selected as a corporate spokesperson and have addressed audiences into the thousands, including at keynote engagements with President Bill Clinton, Secretary of State Colin Powell, and motivational speaker Tony Robbins.
Ulticom, Inc., (NASDAQ: ULCM) – Senior Manager of Marketing Communications
Key responsibilities in this 350-person company included creating and implementing Ulticom’s marketing communications plan and managing the associated budget and staff.
– Oversaw the creation and launch of marketing tactics, selected and managed ad agencies, and worked with CFO/ IR on investor-related communications.
– Engineered and implemented targeted marketing campaigns that increased market share from 15% to 19% in the telecommunications signaling business. Competitors, such as Hewlett Packard, lost market share and maintained flat revenue through the period.
– Executed a global re-branding program including coordinating initiatives in the US, Europe, and Asia. Strategic elements included brand analysis, corporate image, and employee awareness. Specific tactics included the creation of the company’s style guide, key messaging document, graphics overhaul, and the development of ‘Brand Central’, a repository of approved communications materials on the Intranet.
– Analyzed and overhauled corporate event strategies resulting in savings of $400,000 while increasing key client meetings and qualified leads. Created KPIs, standardized event guides, and provided post-show analysis. Subsequent surveys of attending personnel indicated satisfaction increased from a 5 (fair) to an 8 (above very good) in less than 1 year.