Case Studies

Challenge

I inherited an underperforming marketing strategy and a budget that was not optimized for impact. Sales leaders shared that lead quality was low and conversion rates were suffering. At the same time, shifting attribution models including changes to Lean Data and CRM workflows made it harder to connect marketing efforts to revenue. The North America team needed a focused strategy that would generate higher quality leads, align with Sales, and deliver measurable business value despite visibility gaps in the data.

Strategy

I collaborated directly with Sales to identify priority segments and key accounts, uncovering buying behaviors and retention drivers. Using these insights, I led a full strategic reset focused on account based marketing and demand generation.

• Develop custom messaging based on account needs and win or loss insights
• Build a multichannel campaign plan targeting high value accounts
• Tighten audience criteria to improve conversion and pipeline quality
• Support both new customer acquisition and retention with timely content

Execution

I led the strategy and execution of ABM campaigns designed to engage decision makers and influencers across priority segments. Campaigns included personalized content, targeted outreach, and coordinated efforts across paid media, email, and Sales touchpoints. I also partnered with Sales Enablement to ensure alignment and consistent messaging throughout the funnel.

Results

• Increased lead generation by 43 percent
• Reduced budget by 40 percent
• Improved lead quality and Sales alignment
• Higher conversion rates and pipeline efficiency

Takeaway

Performance improved through smarter targeting, stronger alignment, and higher lead quality, reinforcing the power of strategic clarity and cross functional collaboration.

Challenge

After Sales Operations implemented Lean Data in mid 2022, attribution paths were disrupted and metrics dropped. When I stepped into the lead role for the Global Marketing Campaigns Center of Excellence, I inherited these constraints and the challenge of proving marketing impact in a changing environment.

Strategy

We shifted focus from volume to quality, aligning tightly with Sales and prioritizing high intent targeting.

• Use propensity to buy and Pay for Performance interest data
• Tighten MQL definitions based on Sales feedback
• Exclude low intent or existing customer segments
• Launch a global LinkedIn campaign aimed at high value leads

Execution

I directed the campaign’s strategy, creative, and rollout to build brand awareness, drive engagement, and improve lead quality. We used precise targeting, clear messaging, and consistent content experiences across regions.

Results

• 55 percent reach in target audience
• 12,000 plus engagements and 39,000 content views
• 32.7 percent lift in SQL to Order conversion
• Stable order volume despite lower lead volume

Takeaway

High quality marketing can drive revenue even with attribution limitations. Sales alignment and precise execution were key.

Challenge

GHX needed a faster, more flexible way to execute campaigns. Traditional processes slowed time to market and limited visibility. I was asked to test an Agile Marketing Operations model while still delivering demand results.

Strategy

Use webinars to pilot agile principles, accelerating planning, content coordination, and performance optimization.

Execution

I led 12 webinars over several months targeting Supply Chain and Operations roles, improving post event engagement and attribution tracking for sourced and influenced pipeline.

Results

• 2,998 registrants, 1,072 live attendees
• Influenced 619 new opportunities
• $5.19M in marketing attributed pipeline

Takeaway

Agile methods improved speed, visibility, and engagement, laying the groundwork for scaling across GHX marketing.

Challenge

The business needed a steady pipeline of high performing content to drive awareness and engagement while aligning with global campaign goals and multiple channels.

Strategy

Lead a cross functional content strategy to create targeted, data driven assets for engagement and lead generation across channels.

• Develop SEO optimized blog posts, guides, and thought leadership
• Use original research and survey data to support key messaging
• Align content themes with Sales priorities
• Plan for scalability and reusability across touchpoints

Execution

I managed content creation with internal stakeholders, freelancers, and design teams, ensuring consistency and localization. Distributed through email, social, syndication, and one to one Sales outreach while managing vendor relationships.

Results

• Consistent high performing content used across campaigns and enablement
• Higher engagement and traffic to targeted hubs
• Content supported multi channel lead generation

Takeaway

Strategic, purpose driven content became a growth engine by aligning creative output with measurable business needs.

Challenge

After multiple product updates and a global marketing refresh, Sales needed consistent enablement tools, onboarding, and alignment with marketing programs.

Strategy

Partner with Sales leadership and Product Marketing to identify gaps and build an enablement roadmap including onboarding, objection handling, and campaign tools.

Execution

Created onboarding resources, scripts, templates, decks, and competitive talking points. Hosted lunch and learns and trained teams on Challenger, MEDDIC, and Solution Selling. Led localization and vendor onboarding across seven countries.

Results

• Faster rep ramp and stronger confidence in messaging
• Increased usage of tools in cadences and live calls
• Improved alignment between Sales and Marketing

Takeaway

Enabled Sales teams to sell more effectively while creating a repeatable framework adaptable across global regions and products.

Challenge

I was hired to develop and execute a cohesive events and webinar program across all Synexis verticals. When I joined, information was fragmented with no centralized repository or repeatable process. Teams worked reactively to meet immediate deadlines rather than planning ahead.

Strategy

• Establish a unified, company level calendar integrating all verticals
• Partner with Subject Matter Experts and Sales to align messaging and speaker planning
• Create structured templates and checklists for planning and follow up
• Develop a cross functional review process to manage co sponsored and partner events and webinars

Execution

• Manage event and webinar campaigns end to end for Healthcare and Life Sciences, Animal Health, Food Safety, Poultry, and Government
• Coordinate paid and organic promotional efforts across email, social, and content
• Prepare Sales and speakers with timelines, briefs, and talk tracks
• Lead all co sponsored and partner events from planning through post event follow up
• Standardize documentation and centralized tracking to increase efficiency

Results

• Shifted from ad hoc activity to proactive, company wide planning
• Improved communication and collaboration across departments
• Optimized time and resources toward high impact activities
• Full 2026 planning now underway, replacing one off decisions
• New framework for evaluating which trade shows to exhibit, attend, or skip
• Expanded webinar program with all 2026 topics planned to secure speakers early
• Mix of live, pre recorded, and short on demand sessions defined
• Webinars repurposed into related content such as infographics, articles, and white papers to build demand and leads

Takeaway

My role combines strategy and execution across all verticals, working with Subject Matter Experts, Sales, and partners to deliver cohesive programs. Introducing structure enabled proactive planning and stronger collaboration, creating the foundation for measurable performance and smarter decision making. We are now operating as one marketing organization with a forward looking strategy rather than siloed teams reacting to last minute needs.