Fifteen years turning demand into pipeline and revenue.

Led digital and demand generation for a dual acquisition GTM motion within the Commercial Revenue Marketing organization: MQL and S1 pipeline for Commercial sales-led new business, plus free trial starts for PLG.

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  Built and led an acquisition demand generation team spanning paid media, content syndication, webinars, and EMEA digital; established operating rhythms rooted in accountability, experimentation, and measurable revenue contribution.

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  Owned pipeline and revenue targets across Commercial sales-led and PLG motions, driving one-third of all inbound pipeline at 4x ROAS and consistently exceeding quarterly S1 and conversion goals.

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  Rebuilt paid search into a predictable, repeatable performance system: full account restructure, ad copy and landing page testing, and a BigQuery-to-Salesforce conversion connection that consolidated competing signals into one trusted MQL and Account Created signal.

  • 80% YoY growth in S1 (open opportunities)
  • +22% QoQ increase in conversions
  • −35% QoQ decrease in cost per conversion
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  Managed and dynamically reallocated a multi-million-dollar digital budget across paid media, lifecycle, and acquisition channels to maximize pipeline creation and revenue impact.

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  Led Fivetran's AI-first demand strategy, expanding GEO/AEO programs that increased AI/ChatGPT referral traffic 7x and strengthened brand visibility in generative search environments.

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  Implemented AI-powered workflows to scale analysis, reporting, and content development while maintaining strategic oversight.

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  Directed global integrated acquisition campaigns influencing $60M+ pipeline in 1H 2024, partnering with Sales, SDR, and RevOps to accelerate conversion velocity and improve revenue predictability.

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  Oversaw $7M–$24M annual budgets, optimizing spend in real time across paid search, paid social, programmatic, video, and lifecycle channels to maintain pipeline health and revenue attainment.

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  Implemented machine-learning scoring, next-best-action models, and signal-driven lead intelligence to improve lead quality, targeting, and sales conversion, contributing $100M+ in annual lead-generated sales.

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  Launched Seismic for 1,500+ sellers and SDRs and implemented Salesforce dashboards with machine-learning lead scoring and next-best-action recommendations.

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  Built and developed high-performing digital and demand generation teams, establishing operating rhythms, clear accountability, and a culture of experimentation and continuous improvement.

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  Led acquisition and ABM programs supporting new-logo and expansion revenue as part of a multi-year brand-to-demand transformation.

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  Implemented an employee social sharing program that generated more than $500K in annual earned social value and managed an internship program with a 90% post-graduation conversion rate.

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  Led a high-performing digital marketing team and segmented demand generation programs that accelerated e-commerce growth and supported major product launches, including DDoS Hyper and Engage.

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  Delivered major digital transformation wins, including doubling e-commerce sales YoY (2017–2018) and improving PLG experiences for Fiber+.

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  Doubled e-commerce sales year over year from 2017 to 2018, following 49% growth from 2016 to 2017, through disciplined testing of offers, media, landing pages, and customer experience.

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  Launched “Simple for Business,” a no-contract internet service with subscription billing, and supported the Level 3/CenturyLink post-merger website integration.

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  Built and scaled digital marketing programs across multiple clients, including multi-dimensional test-and-scale media campaigns and full-funnel digital strategy.

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  Led rebranding and demand programs that increased sales-qualified pipeline by 110% and improved customer retention.

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  Developed digital strategies for SanDiego.com, CSUGlobal.org, and Fullbar.com, demonstrating early leadership in digital experience optimization.