VP, Growth Marketing @ Global Private Equity Firm | Advisor to 100+ Growth Companies
Every day, I collaborate with founders, CMOs, marketing VPs and SMEs to help them accelerate performance with growth marketing initiatives. Mentees book me for: 🎯 Go-to-Market Strategy 🤑 Paid Advertising 📈 Conversion Rate Optimization 🤓 Attribution & Analytics 🚀 Funnel Improvement ✏️ Copywriting 🤷🏻♂️ Career Advice 👋🏻 Hiring & Org Design Previously, I’ve co-founded a marketing consultancy, built a digital marketing practice at an agency, led in-house paid social and paid search teams, and worked as a copywriter on both a freelance and agency capacity. One of the things I love most is connecting with marketers and entrepreneurs across categories and the globe, sharing my experience as well as best practices learned from the brilliant people who I’ve had the pleasure of collaborating with over the years. I've seen a lot—both successes and failures—in SaaS, eCommerce, technology, fintech, healthcare and everything in between, from SMB to enterprise. While every company is unique, there are patterns, processes, frameworks, perspectives and questions that are broadly applicable and immensely valuable. If you're looking for help with anything growth marketing, I'm confident I can help you think through your challenge, solve it outright or point you in the right direction. And probably even have fun doing it!
"It's not about you." This is one of the hardest things to remember, yet it's the key to effective content marketing. Your content is about your prospect and your ideal customer. What value is it providing? How can it be improved? How does it help generate or capture demand? Let's review your strategy, campaign or content together to make it more impactful.
Psychology meets data meets copy and design. It's a beautiful thing! CRO is one of my favorite topics and deepest areas of expertise. I've helped build conversion programs at dozens of startups and growth companies and have audited A LOT of landing pages. Insider tip: there's a ton of leverage in a headline. Let's geek out!
I started my career as a copywriter before evoling into growth and continue to leverage this critical skill every day. Let's get one thing straight: copywriting is not content writing. If you need help distilling your ideas into persuasive copy or want to learn common frameworks, let's talk.
Email ain't dead. But it's frequently boring. Let's liven up your email marketing strategy and content! Whether it's email acquisition, lead nurturing, activating free trial users to paid, retention or just more sales, I've helped companies big and small deploy email more effectively.
Curious what growth marketing is, or how it can be applied to your business? Fundamentally, growth marketing is about applying marketing strategies and tactics to the entire customer lifecycle—not just the top of the funnel. Book some time to see how growth marketing can help you (and be sure to ask about the pirate metrics)!
My deepest "T" is in performance marketing (I've directly managed or guided more than $100M in spend). Whether it's paid search, social, video, mobile, programmatic or even something new, I can help you think it through. We can stay strategic or go deep, get nerdy on analytics and tools or review copy and creative—you choose (or ask) what'd be most helpful.
The world of social media is vast and varied, and no two platforms are alike. Looking to build a community, boost your brand, test the advertising waters or pick a channel? Don't just check a box, make the most of it (with a little help from me)!
Sometimes, you just need to let it out! Growth can be frustrating, especially when you're banging your head against a problem over and over. Book a session with me to speak with someone who has nothing but empathy to give—and maybe even a way forward.
I'm one of those veteran power users who still has trouble calling it "Google Ads." Whatever you need help with here, let's get into it. I've built accounts, restructured accounts, managed accounts and everything in between for dozens of businesses.
The forgotten step-child of SEM, Bing—more fondly now known as Microsoft Ads—has come a long way since just following in Google's shadows. If you can get Google to work, we can probably get Bing to work, and there are likely some features since Microsoft's acquisition of LinkedIn and access to Verizon media that you aren't taking advantage of.
Drift has become ubiquitous on many sites, but it's frequently under-utilized or over-implemented. I won't be able to walk you through the platform itself, but we can talk about the merits of Drift and some strategies you might want to consider.
Remember when they said Facebook would never be for B2B? I do. (Spoiler: it can be.) While DTC and pure demand generation still reigns supreme on Facebook, there's usually a way to make Facebook ads work for any company. Let's get into it!
GA can be your friend or your foe, and you may not even know. I'm not a developer but whether you're just starting out, wondering what report to look at, trying to maximize utility or just troubleshoot that pesky issue, I've probably helped someone in your shoes before.
Google Optimize can be a powerful, lightweight and easily implemented tool to kickstart your CRO efforts. It can also cause a ton of flickering and drive web devs crazy.
At one point, I was a member of the LinkedIn Marketing Innovators program where I provided feedback on the ad product direction because I spent so much on the platform. It's expensive, but can be worth it.
My use of the tool has mostly been in the arena of competitive research and PPC. There are a LOT of features and I can't comment on every one, but if you're wondering if you should buy the tool or want some ways to leverage it for SEO and SEM, I can help.
Are you doing YouTube remarketing? If not, you probably should be. And if your audience spends time on YouTube, there are prospecting strategies you should consider, too. I ran a digital marketing practice at a video production agency and learned a lot that allows me to help with YouTube from both a creative and tactical standpoint.
I work for a growth equity firm (combining venture capital and later stage private equity) as a marketing advisor to our 100+ portfolio companies across dozens of industries, concentrated mostly in B2B and consumer technology, healthcare, and retail & eCommerce.
Summit Partners is a leading international private equity firm founded in 1984 that's committed to partnering with exceptional entrepreneurs, helping them accelerate growth, and achieving dramatic results. As a member of Summit’s Peak Performance Group, I work with management teams across the Summit portfolio to identify and execute growth marketing strategies that build long-term value.
Lever & Dial invests in and advises expansion-stage companies. We mentor the next generation of growth practitioners, teach our proven methods, and help hire and develop great people. Along the way, we work to identify the key functions, processes, and culture that will give you big leverage in your business, and to guide the millions of small optimizations you can dial in to make a huge aggregate impact. As equity investors, we are motivated to transfer our competencies, not foster dependency.
Emergent Order is an integrated creative agency and production company that brings complex and provocative ideas to life.
Software Advice (acquired by Gartner) is a premier lead-generation firm servicing more than 1,000 software vendors across 40 different markets.