Director of Demand Gen @ Uscreen | Revenue Marketing Leader | B2B SMB SaaS
Scaling a marketing engine is messy. I've spent 8+ years as a demand generation leader at Uscreen, scaling the company from a bootstrapped startup to $25M+ ARR and a $150M PE investment. Joining as the second marketing hire, I've built the entire demand gen function from scratch: establishing SEO and content as primary drivers, scaling paid media through rigorous attribution systems, and building lifecycle marketing to nurture and drive more pipeline. I've done all that while maintaining healthy unit economics that attracted PE investment. I love helping people cut through the noise, identify what actually matters, and build systems that work without burning out their teams or their budgets. What we can work on together: ✅ Building demand gen systems that create predictable pipeline ✅ Scaling SEO and content marketing ✅ GTM campaign planning & execution across new business & expansion ✅ Multi-channel growth strategy and attribution modeling ✅ Establishing pipeline forecasting & reporting ✅ Building and developing high-performing marketing teams ✅ Navigating bootstrapped efficiency vs. PE growth expectations ✅ Adapting to AI-driven marketing (LLMs, automation, new channels) ✅ Managing up to C-level/board while empowering your team After years of learning from my own mentors and coaches, I know the value of talking to someone who's been there. If you're scaling B2B SaaS and need someone who's navigated the messy middle, let's talk. Note: 100% of what I earn through GrowthMentor is donated to GiveWell-recommended charities focused on global health interventions.
Early adopter of AI in marketing, built LLM-optimized SEO strategy and implemented AI-powered GTM stack. Can help you leverage AI tools effectively or adapt strategies for AI-driven channels.
Operated 7+ years maintaining healthy LTV:CAC ratios without external funding before recent PE investment. Expert in doing more with less and building efficient growth systems. Can help you optimize for profitability while scaling.
Transformed marketing teams from early-stage chaos to high-performing organizations through coaching, clear metrics, and empowerment culture. Can help with hiring strategies, organizational design, performance management, or turning around underperforming teams.
Built and scaled demand gen function from scratch to driving 80-90% of pipeline. Expert in multi-channel orchestration, GTM campaigns and attribution/forecast modeling. Can help you establish systems that create predictable pipeline or optimize existing programs for efficiency.
Experience with both product-led and sales-led motions across new business and upgrades. Can help you design offer strategies, messaging frameworks, or campaign execution and promotion plans.
Led growth from bootstrapped startup to $25M+ ARR through systematic experimentation and channel optimization. Strong focus on unit economics, attribution, and building scalable acquisition engines. Can help you identify growth levers and eliminate what's not working.
Led cross-functional initiatives across marketing, sales, and product while managing up to C-level and board. Experience navigating PE transitions and building data-driven performance cultures. Can help with stakeholder management, strategic planning, or organizational influence.
Built SEO function that drives strong monthly pipeline through organic channels. Recently pioneered LLM-optimization strategy for AI-driven search. Can help with content strategy, technical SEO, or adapting to emerging search channels.
Manage 6 figures monthly spend across search, display, and YouTube. Strong in campaign structure, targeting, offline conversions, bidding strategies, and LTV:CAC optimization.
Core tool for SEO strategy, keyword research, tech SEO audit, and competitive analysis. Used to scale organic traffic and content from 10K to 100K+ monthly visitors.
Run performance campaigns with rigorous attribution and audience testing. Experience scaling spend while maintaining healthy unit economics across FB, IG, and now Threads.
Deep experience with conversion tracking, cohort analysis, and funnel optimization. Use for attribution modeling and marketing channel performance analysis.
Expert in custom event tracking, conversion setup, and tag management for attribution accuracy. Can help you implement proper tracking infrastructure.
Built and managed full marketing ops stack including workflows, CTAs, emails, attribution, and reporting. Expert in campaign automation and funnel optimization.
Configured lead routing, attribution, custom reports, and dashboard tracking for demand gen performance. Strong understanding of marketing-sales alignment.
Built automation workflows connecting marketing tools, CRM, audience lists, offline conversions, and reporting systems. Can help you eliminate manual work and improve data flow.
Building the growth and go-to-market function from the ground up at Playbook, a fitness creator marketplace where creators have generated over $200M in recurring revenue. Leading strategy and execution across creator acquisition, demand generation, lifecycle marketing, and paid and organic channels to drive platform-wide GMV growth.
Leading demand generation strategy during Uscreen's transition from bootstrapped startup to PE-backed scale-up following our $150M+ investment from PSG. Driving inbound acquisition and expansion bookings, consistently delivering pipeline growth targets. Drive cross-functional demand gen initiatives with 40+ team members to deliver ~30%+ YoY growth. Launched first vertical GTM campaign targeting fitness market, increasing SQO volume by 50% and win rates by 40%.
Built professional demand generation function from ground up, encompassing performance marketing, SEO, lifecycle, and content teams. Managed team of 12 marketers with dotted-line leadership of 20+ cross-functional members. Quadrupled advertising spend to $150K/month while improving blended LTV:CAC by 50%+. Generated 61% growth in new MRR and 200% growth in monthly SQOs through scaling search and paid media. Spearheaded campaigns generating 7 figures in attributable ARR across new business and expansion. Developed attribution methodology and trained team on data-driven optimization, creating culture where individual contributors track impact from awareness to conversion.
▷ Leading, developing, and managing SEO strategies for organic growth ▷ Leading, planning, and driving performance marketing strategies ▷ Building, hiring, and growing a team of talented marketers ▷ Analyzing and optimizing content marketing efforts ▷ Leading WordPress development ▷ Building and maintaining marketing tracking and attribution ▷ CRO and UX optimization
▷ Leading, developing, and managing SEO strategies for organic growth ▷ Researching, Planning, and managing keywords strategy ▷ Leading, planning, and driving technical SEO efforts ▷ Planning and developing creative marketing outreach campaigns ▷ Leading and developing video and YouTube SEO content and strategies ▷ Analyzing and optimizing content marketing efforts ▷ Leading WordPress development ▷ Building and maintaining marketing tracking and attribution ▷ CRO and UX optimization
▷ SEO Lead, Technical SEO, and Link building ▷ YouTube Video Marketing & SEO - planning and delivery
