Solution and Value Marketer

Experienced marketing leader with demonstrated track record of driving growth by transforming go-to-market from a focus on feature-benefit to a focus on solutions and value. Drove 3.5X increase in revenue and 2X increase in average sales price at Cyara by repositioning from feature-function to value and dramatically simplifying pricing options. Increased average sales price at Fortanix 2.4X with a tighter focus on the ideal customer profile, combined with messaging overhaul. Over twenty years’ experience building go-to-market machines for enterprise B2B SaaS solutions at both scale-ups and large enterprises. Deep knowledge of customer engagement and applied analytics markets, including customer analytics, contact center, customer experience, merchandising, and marketing technologies.

Skills

Marketing Strategy & Planning
Mergers & Acquisitions
Category Creation
Product Marketing
Positioning
Competitive Analysis
Sales EnablementAnalyst Relations and Public Relations
Campaign & Buyer Journey Design
Demand Generation & ABM
Content Marketing & SEO
Partner & Channel Marketing

Experience

FORTANIX

Vice President, Marketing, 2024-2025

Increased average sales price 2.4X with a messaging overhaul moving from features to solutions to business problems, combined with a more precise ideal customer profile. Refreshed website to convey value messaging and a brand image of innovation and trustworthiness. Developed a content machine that in 12 months increased: organic web traffic by 60%; impressions from PR by 6X; and LinkedIn followers 90k-140k. Instituted new frameworks for product management-product marketing collaboration, product launches, messaging and campaigns all aimed at solution and value-based selling. Raised brand image with wins of prestige awards including Deloitte Fast 500 and Inc. 5000 Fasting-Growing Private Companies.

CYARA

Vice President, Marketing, 2020- 2024

Sr. Director, Product Marketing, 2017-2020

Key member of go-to-market leadership team overseeing revenue growth of 3.5X through organic and inorganic means, an average annual increase of 35% YoY growth in SaaS bookings, 89% logo growth (2017-2022), 93% customer retention and an NPS of 70. Results ultimately led to acquisition by a PE firm for ~$500M. Upleveled messaging from feature/function to value and outcomes. Changed pricing model to dramatically simplify options, reducing friction in sales cycle. Together these actions led to a doubling of average contract value. Developed content engine that drove web traffic increases of ~25% YoY annually primarily from organic means. Launched new product, which over the course of the following 12 months, quickly became our #1 seller. Led go-to-market integration for 3 successful acquisitions over 18 months.

IBM

Program Director, Product Marketing, IBM Watson Customer Engagement, 2013-2017

Led marketing for $150M IBM Customer Analytics business line, and by pivoting messaging from features to business outcomes, produced 81% growth in SaaS revenue. Placed as Leader in Forrester’s Web Analytics Wave and Customer Analytics Wave. Oversaw 3X YoY increase in responses to demand generation campaign exceeding goals by 30% and increasing contact database from 3K to 8K in 6 months. Owned content for IBM’s Holiday Benchmark campaign, spanning press, social, and demand generation with over 30K media hits, 40M twitter impressions, 125K site visitors, and 10K responses.

Team Lead, Product Marketing, IBM DemandTec Solutions, 2012-2013

Led product marketing during integration into IBM. Designed sales training program, supporting expanded global sales force, helping penetrate new markets globally, and exceeding revenue goals.

DEMANDTEC

Director, Retail Industry Product Marketing, 2009-2012

Grew pipeline by revamping messaging and pricing of acquired product to focus on value. Developed content, including sales playbook, providing simple guidance on identifying ICP, articulating clear value proposition, and managing complex cross-departmental sale.

ADDITIONAL RELEVANT EXPERIENCE

Coremetrics: Hired as individual contributor, but rose to manage 3-person product marketing team for company’s portfolio of SaaS-based digital marketing solutions. Expanded addressable marketing by creating new mid-market offering, creatively packaging existing offerings, simplifying and reducing friction in sales cycle. Established company as leader in market by garnering Leader ranking in Forrester Wave for Web Analytics with highest overall score and highest ranking for product strategy and direction.

Aspect Communications: As Product Marketing Manager, developed and executed go-to-market strategy Interactive Voice Response (IVR) solutions. As Partner Marketing Manager designed co-marketing programs with partners, including a $750,000 co-marketing program with Microsoft.

eGain Communications: Continually took on additional responsibilities and met objectives with fewer resources. Maintained lead generation levels despite 75% drop in domestic resources by hiring and managing team of marketing resources in India and creating innovative tools such as online product demonstration. Created formal alliance program, including development of partner website, collateral, and sales tools.

KPMG Consulting: Designed and delivered marketing programs for consulting practice for high-technology companies. Developed collateral, case studies, and sales kits. Implemented lead-generation campaigns and events. Provided messaging direction to corporate PR resources. Supervised content on internal and external Web sites.

Chemonics International: Supported implementation of USAID contracts in Middle East and Russia. Spent 6 weeks in Morocco as interim Chief of Party for a business development project. Posted to Moscow, Russia to administer a 2-year, $12M contract delivering mass education in support of privatization. Authored winning proposal for $26M contract.

Galilee Society for Health Research and Services: Conducted internship in non-profit in Arab village in Israel, providing basic office support, and aiding in developing grant proposals.

EDUCATION

Master of Arts (MA), Arab studies/Development, Georgetown University, Washington, D.C.

graduated with distinction

Bachelor of Arts (BA), Economics and Political Science, University of California at Santa Barbara, Santa Barbara, CA magna cum laude

ADDITIONAL ACCOMPLISHMENTS