About me
Science to Product Marketing
I've always been a science geek who loved to write, which led me to pursue a BS in Biology/Scientific Writing at Purdue. Earning my MBA at Rutgers and transitioning into product management and marketing allowed me to combine my passions, interests, and skills.
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Education & e-Learning
My career found a deeper purpose in education and learning (Skillsoft, Macmillan Learning, ITHAKA, Gale/Cengage, and ProQuest/Clarivate), where I’m proud of the life-changing impact our offerings have had. I’ve led countless product launches, built products from the ground up, and developed marketing programs that hit and exceeded business goals. This has allowed me to fine-tune not only what effective launches look like, but also to develop repeatable processes and playbooks to gain efficiency and impact.
Collaborative problem-solver with a creative edge
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Along the way, I've forged many great relationships collaborating across teams and managing direct reports. ​I thrive in roles that use my strategic, analytical, and creative mind to solve challenging problems, working collaboratively across teams. I enjoy rapidly iterating and executing to achieve desired goals and value small tiger teams for their ability to move quickly and get sh*t done.
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Outdoor enthusiast
When I’m not working, you’ll find me outdoors—skiing, sailing, biking, or hiking on or near Michigan’s Lake Huron and in the Rockies.
Experience
GTM for B2B SaaS | MBA | Product Marketing Alliance & Pragmatic Certified
From making strategic product or marketing decisions to designing and executing impactful campaigns, using my 20+ years of expertise and deep understanding of how to ideate, develop, and launch user-centered technology products, you get creative but real solutions and experience true results. I'm skilled at fostering collaboration and sparking creative innovation within the product, marketing, sales, and customer success teams and in guiding analytics-driven go-to-market strategies that achieve desired business outcomes.
Director Product Marketing
March 2024-September 2024
Hired to grow product marketing impact across the company and to lead product marketing for the majority of Skillsoft's $500M+ e-learning portfolio, reaching 92M learners globally.
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DETAILS & ACCOMPLISHMENTS
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Developed GTM strategy, including creating and revising positioning and narrative for 3 new (2 AI-related) and 2 legacy solutions, using processes and frameworks proven to align teams and increase efficiency and impact.
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Within 60 days of hire, developed an action plan to capture market opportunities by enhancing sales enablement, strengthening the win/loss program, enhancing the product roadmap, launching Voice of Customer research, enhancing product advisory groups, and defining personas to drive retention and new revenue.
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Directly reported to CMO, and advised her and ELT on strategy, market opportunities, and product-led growth opportunities regularly.
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Drove growth through collaborative multi-channel sales plays and campaigns.
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Executive Product Marketing Manager
August 2022-March 2024
Led product marketing for a $300M+ edtech platform, driving double-digit growth through strategic positioning, messaging, campaigns, events, and in-product communication - while inventing and fine-tuning product marketing processes. ​​
DETAILS & ACCOMPLISHMENTS
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Led marketing innovation by spotting gaps and challenges and tackling them through the acquisition and introduction of interactive demos, adding in-product messaging using Pendo, collecting direct feedback for roadmap input through Product Board, and creating MVP for a win/loss program.
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Developed GTM and Marketing Strategies, including positioning and message framing, that bolstered the brand while strengthening unique product positioning against competition.
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Addressed mid-funnel & sales velocity challenges by introducing self-guided interactive demos achieving a likelihood to convert of 80%.
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Led GTM for all product enhancements & launches improving time to market and quality of messaging - delivering over 6 launches in 12 months - 3 that focused on AI features.
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Collaborated and created content with design and content marketing for buyer's guides, white papers, blogs, case studies, and videos.
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Enabled Sales through new hire training, pitch decks, demo guides, battle cards, and 360Leaning training modules and videos.
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Gathered insights to inform strategy and tactics via surveys I developed or co-created, interviews, and participation in advisory group community.
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Improved GTM Process by developing or adapting countless templates (Google & Asana) for positioning, messaging, storytelling, marketing strategy, and product launches to streamline workflow and align teams.
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Director Product Marketing
November 2018-March 2022
Led marketing team campaigns and customer engagement that drove 14% YOY growth and 8% gains in usage to 72M annual accesses by Higher Ed/K12 students and researchers and $300M in annual revenue.
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DETAILS & ACCOMPLISHMENTS
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Led the marketing launch of the first-of-its-kind Community Collection archive service, with 200+ early adopters within 18 months, far exceeding benchmarks in the industry.
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Achieved or exceeded new adoption, growth, and retention goals during a major platform migration and business transformation through campaigns, regular communication, events, and sales enablement.
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Helped customer success team build community to increase engagement, ease platform migration, and bolster the brand. ​
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Orchestrated marketing strategy and go-to-market plans across the entire Marketing team, including designing integrated campaigns using content marketing, virtual and in-person events, email campaigns, and digital marketing, as well as introducing in-product messaging and redesigning product start and landing pages.
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Team managed achieved highest employee satisfaction gains in the company.
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Director Product Management
July 2014- May 2018
Led a 5-member product team, including new concept development and launches.
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Increased retention by boosting product usage by 10% through analytics-driven enhancements to search, SEO, and integrations with platforms such as Canvas, Google, and third-party discovery services.
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Formed and led a cross-functional analytics team that delivered key insights and a more integrated data infrastructure using Alteryx and Tableau - ultimately helping drive a 10% increase in usage and a 50% reduction in subscription lapses.
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Spearheaded new concept development and validation in education technology, API integrations, and machine learning to improve user experiences and seek new revenue streams.
Director Product Marketing
2012 - 2013
Managed and built an 8-member product marketing team responsible for a $200M product portfolio targeted at library enterprise technology.
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Developed and led product marketing team during major legacy product transitions and the launch of a new cloud-based library enterprise management solution.
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Exceeded early adopter targets and assured smooth transition to new services.
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Senior Product Manager
2006 - 2012
As lead product manager on the company's largest revenue product portfolio, grew revenue despite declining market by introducing new products to the line and growing international revenue through localized content and features.
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Conducted market research, tested and refined concepts, and led cross-functional team in development and launch of products.
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Set pricing and managed and reported regularly on P&L.
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Supported sales as the expert, driving growth especially in European markets and India.
EDUCATION
MBA, Rutgers University, New Jersey
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BS, Biology/Science Writing, Purdue University, West Lafayette, Indiana
CERTIFICATIONS & COURSES
Product Marketing Alliance Certified Core
Pragmatic Marketing Certified, Level III (PMC-III)
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Always learning! I've been fortunate to work for organizations that foster leadership and skills development and have taken many courses from Skillsoft, LifeLabs, LinkedIn Learning, Marketing Prof, Life Labs. Daily AI learner - for productivity & product design.