Your Subtitle text

Work History

TEKTRONIX
MANAGER OF PRODUCT MARKETING (JUNE 2017 – PRESENT)

Leads a team of marketers responsible for the outbound marketing activities of test and measurement equipment products. Understands markets and customers’ buying behavior to successfully launch new products and develop innovative marketing programs that drive demand through the products’ lifecycle. 


ONIX
MARKETING DIRECTOR (FEB 2015 – JUNE 2017)

Led the strategic, tactical development and execution of complex, integrated and measurable marketing initiatives. Built an infrastructure including a team and systems to drive marketing campaigns that produced results.  

Selected Contributions:
  • Landed a whale (a sale 20 times an average deal size) through SEO and a new sales process, which contributed nearly $1M in revenues in 2017. 
  • Generated thousands of leads through events, webinars, content and digital marketing, which contributed nearly $1M in revenues in 2016.
  • Built a keyword rich website, which increased revenues from inbound leads nearly 2,000% over the previous year, contributing $253,000 in revenues in 2016.
  • Created hundreds of content assets that resonated with qualified buyers, increasing sales opportunities 611% over the previous year.
  • Became the catalyst for change establishing the first-ever strategic marketing plan, sales process and a change management program to push and track leads through the sales cycle using Salesforce.com.
  • Integrated Onix's Salesforce.com CRM system with the Hubspot website so that the salesforce receives leads in real-time and can see prospects’ behavior to tailor conversations.
  • Built a brand strategy and architecture to create clarity for the customer, order for the organization and long-term brand equity as products and markets change.
  • Earned a Dragon award from Google for an Enterprise Search content marketing program.
  • Nominated by peers and won a Bravo Zulu award for a job "Well Done." 
  • Earned the following certifications: Market Motive SEO, Market Motive Social Media and Hubspot Inbound Marketing.
WBC GROUP, LLC 
CONTENT MARKETING AND SOCIAL MEDIA DIRECTOR (JULY 2014 – JAN. 2015)

Oversaw all content across four websites, including multiple platforms and formats to drive sales, engagement, retention, leads and positive customer behavior.  Collaborated closely with the Marketing team and other departments to understand business objectives translating them into benefit driven prose across all elements of the digital ecosystem including the websites, landing pages, blogs, social media, email and other customer interfaces.


THE LUBRIZOL CORPORATION
GLOBAL CONTENT MARKETING MANAGER (OCT. 2013 – JULY 2014)
GLOBAL STRATEGIC MARKETING MANAGER (JULY 2010 – OCT. 2013)

Consulted and influenced global product managers in businesses earning a total profit of $300 million. Designed and developed marketing strategies and implemented tactics such as product launches, innovative communications, advertising, end user research, content marketing, media relations and more. 

Selected Contributions:
  • Promoted to lead Lubrizol’s newly created Global Content Marketing department, where my team strategized and implemented content programs for leaders in businesses earning more than $6 billion in revenues.
  • Defined Lubrizol’s Global Content Marketing department’s mission and vision and sold it to management so that my team facilitated business by delivering coordinated, comprehensive stories to the right person at the right time along the buyers’ journey. 
  • Developed personas, buyers’ and sales’ journeys for better segmentation of Lubrizol’s messaging and storytelling.
  • Built and implemented editorial and publishing processes, which enabled a two-person team to create, facilitate and deploy nearly 400 content assets annually.
  • Positioned Lubrizol Driveline as a thought leader by launching DrivelineNEWS.com. This website consolidated 3 online marketing channels, streamlined processes for more impactful communications and saved the company tens of thousands of dollars. 
  • Strategized and sold the tractor hydraulic fluid marketing program to Lubrizol management, sales and customers. This included an out-of-the-box advocacy site—TractorLife.com, identity mark program, tractor simulator, farm trade shows, farmer video and much more. Since launch, this program has increased customer participation 233% and generated 275 MT of additional additive business (which blends approximately a million and a half gallons of finished fluid). 
  • Led a successful farm trade show at Sunbelt Expo, which generated more than 400 leads; enabled Lubrizol to brand TractorLife.com as a website to help farmers manage the lives of their tractors; and educated farmers about the differences between high and low quality fluids.
  • Marketed the Drivetrain Virtual Summit, which generated nearly 1,200 leads and increased oil marketer registrations ten times over the previous year. 
  • Directed and coordinated global Professional Development events, which trained young engineers in emerging markets including, China, India and Brazil.
  • Adapted marketing channels such as DrivelineNEWS.com for the Chinese market as well as the tractor simulator for select countries in Asia (China, Japan, Korea and India).
PNC FINANCIAL SERVICES GROUP (FORMERLY NATIONAL CITY, CORP.)
SEGMENT MANAGER II, INTEGRATION COMMUNICATIONS (FEB. 2010 – JULY 2010)
MARKETING MANAGER, CONSUMER LENDING (JULY 2007 – NOV. 2009)

Led integration customer communications for consumer lending and deposit lines of business. Planned, developed and executed integrated, multi-tactical marketing communications programs that drove consumer lending applications and, ultimately, booked loans in a challenging lending environment.

Selected Contributions:
  • Sought after by former supervisor to lead the National Home Equity marketing department.
  • Established a rapport with National City executives and employees and was nominated for and won a Champion award within six weeks of employment. Click to view the Champion Award.
  • Earned a VIP award from the National City auto line of business regarding the marketing communications plan and execution for the Auto Check Ready new product launch. Click to view the VIP award.
  • Won another VIP award for creating and spearheading an innovative professional development program for the Consumer Lending marketing team. Click to view the VIP award
  • Piloted the development of the online Home Value Tool, which generated nearly 50,000 home equity leads in less than one year. 

PENTON MEDIA, INC. (NOV. 2004 – JULY 2007)
MARKETING, BUSINESS DEVELOPMENT DIRECTOR

Led all marketing activities for IndustryWeek—in print, online and conferences. Assumed ownership of the entire creative process for brand development while balancing the day-to-day tasks, including setting and implementing a marketing plan within budget, planning, writing and designing sales collateral, promotions and advertisements, and coordinating research and trade show activity.

Selected Contributions:
  • Sought after by former supervisor who provided an attractive career opportunity.
  • Planned, managed and executed an integrated marketing campaign for the 2007 IW Best Plants Conference, which delivered more than 16 million impressions with a nominal marketing budget of less than $250,000. 
  • Tripled the IW Best Plants Conference attendance and increased revenues more than 100% over previous year. 
  • Invented a unique Inbound Marketing promotion, IW Best Plants Conference Connection, which significantly helped drive conference attendance and revenues. 
  • Promoted The China Factor Event Series, which contributed more than $200,000 to the bottom line.
  • Pitched the accomplishments of IndustryWeek to BtoB magazine editors and won the prestigious BtoB Media Power 50 award every year.


NATIONAL CITY CORP. (FEB. 2004 – NOV. 2004)
MARKETING SPECIALIST II

Led all marketing communications strategies and execution for the corporate bank.

Selected Contributions:
  • Created and managed the inbound marketing techniques including the webinar, How Will Check 21 Affect Your Business, which attracted more than 1,500 attendees. 
  • Championed lead nurturing campaigns, including overseeing the publishing process of National City’s magazine “Corporate Insights,” which provided 25,000 customers/prospects value-added financial information. 
  • Steered the Treasury Management sales team to success at a major annual trade show, which included coordinating every detail of the event.


THE PENTAGON CORP. (NOV. 2002 – FEB. 2004)
DIRECTOR OF PUBLIC RELATIONS AND MARKETING

Directed the company's marketing communications programs including public relations, media relations, copywriting, graphic design, collateral materials, direct mail, website content and trade show activity. 

Selected Contributions:
  • Developed corporate identity from scratch, which included establishing company mission and vision, strategy and tactics as well as complete overhaul design of corporate and product logos. 
  • Built awareness of The Pentagon Corp. name and product—Production IQ—through the “What’s your Production IQ?” promotional/advertising campaign. 
  • Generated thousands of leads in just a one-year time frame through white paper sponsorships, trade shows, e-mail marketing, Internet redesign, direct mail campaigns and third-party recognition.

PENTON MEDIA, INC. (MAY 2000 – NOV. 2002)
MARKETING COMMUNICATIONS MANAGER

Provided leadership and direction to marketing and research personnel to guide the creation of marketing materials and ensure congruence with objectives.

Selected Contributions:
  • Created promotions that consistently received high response rates, industry awards, unsolicited customer kudos and even recognition for bringing in new business. 
  • Led an impressive marketing department that delivered the first information-rich online media kit, spectacular sales collateral and solid market research. As a result, the team became the "buzz around the water cooler."
  • Pitched the accomplishments of IndustryWeek to BtoB magazine editors and won the prestigious BtoB Media Power 50 award every year.

STATE INDUSTRIAL PRODUCTS (FEB. 1997 – MAY 2000)
PRODUCT MANAGER

Managed five industrial product lines totaling $2.3 million in sales. Prepared marketing plans, which included product specifications, prices, packages, gross margin, ROI analysis, forecast and product launch strategy.

Selected Contributions:
  • Conceptualized and executed a private label product line, UZ Professional Coatings, which increased sales 688% in 18 months. 
  • Developed the leading private label in the adhesives product line, DURALOCK, which accounted for 50% of the adhesive line revenue. 
  • Produced an additional $50,000 in just 4 months implementing a small product line extension – UZ Strip Aid. Gross profit totaled $43,800. 

EDUCATION & CREDENTIALS
Hubspot                           Inbound Marketing Certified Professional              Feb. 2017
Market Motive                   SEO Trained Practitioner Certification                   Jan. 2015
Market Motive                   Social Media Trained Practitioner Certification       Jan. 2015
Baldwin Wallace College     Executive, Masters of Business Administration      May 2010
Kent State University         Bachelors of Science in Advertising and Business  Dec. 1993

Website Builder