Marketing and Go-to-Market Leader
Whether you're looking to develop a comprehensive marketing plan, launch a new product or feature, create solid marketing and sales programs, generate qualified leads, or optimize your sales enablement processes, I’m here to help. Some other areas we can dive into include creating targeted content that resonates with your audience, implementing data-driven campaigns to boost your pipeline, and leveraging thought leadership to position your brand as a frontrunner. I can also help you dive into your data to spot ways to attract new customers and to make sure that you keep the customers you’ve already worked so hard to win.
I have launched hundreds of new features to millions of users as well as several new software solutions, including segmentation, positioning and pricing.
I have recruited and managed global, distributed teams, lead through business transformations and helped team members achieve career-changing promotions.
I understand how to translate complex product technical capabilities into clear and compelling messaging for diverse audiences, including for internal and external customers.
I led a 100-person department transformation into 20 Agile squads by using Miro as tool to allow for complex but clear visualization and live self-selection into groups
I oversee end-to-end production of science-backed supplements created to support those affected by clinical obesity, from early in their health journey through stages of taking weight-loss medication or undergoing bariatric surgery.
Leading marketing and go-to-market efforts for the recently launched Study Stream, aiming to help human-based researchers in universities, government and corporate labs to recruit and manage participants more effectively for their research studies.
As Director of Marketing, I oversaw a team of 11 marketers responsible for product marketing and customer retention for 10 enterprise software solutions sold to universities, governments and companies around the world.
Advised early-stage fundraising start-up on commercial and GTM strategy, particularly regarding potential B2B expansion markets. Led customer research and creation of pitch deck delivered to several prospective investors.
Led annual campaigns, starting in 2006, which raised in total over US$5 million. Culminated in one-year chair position with over half a million dollars raised in one year, given directly to financial aid and other programs for which there is no government funding.
Owner of Product Marketing and Commercial Success of Research Intelligence solution portfolio ‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾ » Identified Global Talent: Recruited and led team of 6 manager-level FTE across US, UK & NL to swiftly meet the marketing demands of Elsevier’s growing information-as-a-service offerings to both Education & Industry sectors. » Compelling Portfolio Positioning: Coached team to deliver compelling value propositions, releases and launches, sales enablement, online & onsite client events, digital and print content creation across 10 software solutions. » Stakeholder & Vendor Management: Managed multiple agencies with annual budgets of up-to US$.5M. Defined targets with Product and Sales VPs, adjusting strategies to monetize new product innovations and outsell competitors. » Post-Acquisition Lead: Customer needs analysis drove realignment of 2 acquisitions to create unified platform. Results ☑ Targets Achieved: team directly tasked with meeting new booking targets of US$2M. Met targets for marketing-generated revenue and site usage growth through digital and event channels. ☑ Sales Enabled: Generated high salesforce involvement (>500 people) with robust client engagement playbooks.
Responsibilities for key products: www.scopus.com • www.scival.com • APIs & services ‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾ » Set the Direction: Led 4 product FTE (NY, AMS, BEI & SIN) to drive commercial progress, analyze key market drivers & competitors, and alter strategies based on insights. Accountable for all market development activities & results. » Software Evangelism: Spearheaded product advocacy with a focus on APIs and ML/AI, delivered high deep dive sales trainings, routinely engaged in commercial discussions, regularly travelled to meet clients globally. Developed & rolled out cancellation-risk mitigation program; refreshed all internal and external sales tools with focus on competitive messaging. Results ☑ Launched new API text mining services resulting in expansion of new business line with strategic partnerships in key markets, accruing US$2.5M in 3 years. ☑ Competitor Displacement: Owner of strategic competitive intelligence project uncovering surprising competitor penetration insights; led to refining of positioning, reaping a further $5M revenue increase in 2 years. ☑ Growth Delivered: Secured $1M funding for excl. technology license; new product launched made >$8M in 3 years
Responsibilities for key product: www.scopus.com • APIs & services ‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾ » Customer Champion: Reporting to VP of Product, drove development of Scopus to R&D departments in major Pharma, Oil & Gas, CPG, Chemical and other heavy industries focusing on market needs. Launched new pricing & services. » Industry SME: defined priority industries & corresponding value propositions, go to market process, legal agreements & terms; tracked the competitive landscape; and assessed strength of renewal base and pipeline opportunities » Analytics Guru: Developed global analytics dashboards to define at-risk accounts across >4000 clients Results ☑ Growth Delivered: Launched new text mining services with US$750K revenue from underpenetrated Japan market in year 1; led global expansion of services with strategic partnerships in key markets, accruing US$2.5M in 3 years. ☑ Competition Displaced: Received 2014 global Elsevier ‘Lead the Way’ award for key role in displacing main competitor.
• New Product Launches: Reporting into product team, recruited and onboarded two new marketers. Team launched 2 new products to academic market; established global sales training program, presenting over 40 live / online trainings annually. Managed campaigns (incl. retargeting, PPC and ad networks) with US$300K marketing budget. • New Clients Acquired: Within the 1st year of product launch, achieved 1200 (mainly top-tier global university) clients.
• Large Account Manager: as sales team member reporting to Regional Director of Sales, responsible for driving commercial renewals and achieving key account end-user engagement targets across 16 states. • Go-to Software Expert: Developed country-wide customer training programs & led over 200 onsite online product trainings in under 2 years, over-achieving all targets. Trained 15+ new-hires internally.
As an analyst in Office of the Vice-Chairman, led a number of high-impact internal projects supporting customer relationships, created all presentation and speeches, and subsequently oversaw The Elsevier Foundation's grant programs.
