Results-driven digital marketer with 15+ years experience with a meaningful portion in high-growth B2B SaaS companies. Extensive experience creating and implementing strategies for demand generation, focused on website optimization, SEO/SEM, paid ads, and full-funnel analytics.
I enjoy owning projects, seeing them through to completion and tracking their results. This English major turned MBA actually enjoys digging through analytics and performance based metrics to support actionable decisions.
Experience
Senior Digital Marketing Manager | July 2023 – Present
Ease.io, San Clemente, CA (Remote)
- Launched new headless website within first 6 months, which included migrating all Marketo pages and forms to the WordPress instance and unifying tracking metrics across GA, Marketo and SFDC with updated UTMs leading to an 80% increase in conversions and 42% increase in demo requests YoY
- Initiated in-market advertising campaigns across paid search (Google and Bing ads) and social (LinkedIn) which generated a 4x ROI (pipeline generated vs ad spend) in 2024
- Established an SEO strategy focused on relevant content creation that plays well with LLMs which increased opportunities closed 21% YoY
Senior Digital Marketing Manager | January 2023 – May 2023
Conduktor, New York, NY (Remote)
- Responsible for driving inbound digital demand within the newly defined ICP.
- Optimized paid search campaigns to focus on key geo’s within EMEA and NA. Increased conversions MoM by 50% starting in March 2023
- Launched promotional and competitor campaigns for LinkedIn and Reddit ads driving over 100 free trial sign-ups in less than 1 month
- Initiated a comprehensive SEO plan to improve traffic quality and inbound lead generation
- Transitioned Google Analytics from UA to GA4 and rebuilt all Looker dashboard via BigQuery in less than 3 months
- Unified tracking metrics across GA and Hubspot and developed baseline KPIs
Senior Manager, Digital Marketing | April 2021 – December 2023
Manager, Digital Marketing | November 2018 – April 2021
Kustomer (formerly Meta), New York, NY (Remote)
Kustomer was acquired by Meta in 2022.
- Responsible for all internal digital marketing platforms and promotions to drive sales qualified opportunities. H1 2022 data cited below.
- Generated 76% of all sales pipeline opportunities through inbound digital channels Increased organic traffic by 96% and demo conversions by 26% YoY through on-page SEO and streamlined conversion pathways
- Increased paid search spend 77% YoY leading to 60% more closed won deals while maintaining a 2.0 RoAS (LTV)
- Developed end-to-end tracking methodology for full funnel visibility across Google Analytics, Marketo Measure (Bizible) and SFDC
- Launched a free trial with product and engineering teams to improve overall buying signal conversions by 15% MoM as of Aug 2022
- Rebuilt website and transitioned AWS to MSP for increased security and reliability in less than 3 months
- Managed a team of 2 direct reports
Digital Marketing Manager | April 2015 – October 2018
SkillSurvey, Inc., Berwyn, PA
- Built responsive WordPress website, managed server migration to AWS infrastructure and transitioned web property to HTTPS
- Drove engagement and developed a responsive UI framework that encourages prospects to seamlessly interact with our brand and content
- Increased organic traffic 37% YoY through on-page SEO, site structure and keyword focused content optimization
- Streamlined paid search, social and display campaigns to decrease the cost per conversion 333% in 2018
- Flipped inbound to outbound lead generation ratio from 30:70 to 75:25
- Improved corporate social presence with relevant content posts and employee advocacy to boost social followers 48% YoY for 3 years
- Established a reporting methodology to track ROI across Google Analytics, Pardot and Salesforce
- Analyzed and connected pre-conversion (traffic sources, engagement pathways, conversion rates) and post-conversion metrics (lead scoring, qualification rate, lead velocity)
- Provided actionable insights to improve the effectiveness of demand generation marketing efforts based on full funnel reporting data
Senior Marketing Manager | June 2013 – April 2015
Progressive Business Publications, Malvern, PA
- Managed marketing campaigns from strategy to analysis, including but not limited to:
- Designed, executed and tracked email testing (multivariate and A/B)
- Crafted effective marketing copy for emails and landing pages
- Optimized behavior-based email marketing campaigns
- Analyzed conversion and engagement statistics across business units
- Developed and managed strategic partnerships with outside vendors
- Forecasted financial impacts of projects and track incremental revenue generation
- Researched new products and services to enhance marketing and sales efforts
- Managed and mentored 4 direct reports
Publisher | June 2012 – June 2013 HMP Communications, Malvern, PA
- Developed and presented print, online and tablet media plans to dermatology clients, ranging from start-ups to large pharmaceutical accounts
- Worked with editorial, circulation and production departments to coordinate content and ensure a timely, accurate release of each monthly issue
- Completed RFIs and RFPs for advertising agencies and provided performance results
- Composed and designed internal marketing efforts, such as market research surveys and marketing materials to promote the publication and grow the readership
- Exceeded 2012 sales targets by 2% in 6 months
- Hit 61% of the 2013 sales targets as of April 2013
Marketing and Advertising Sales Associate | January 2010 – June 2012 HMP Communications, Malvern, PA
- Worked with start-up to mid level clients to develop innovative marketing plans, which included advertising in print journals, websites, email blasts, tradeshows, regional meetings, webcasts, satellite meetings, and supplements
- Exceeded 2011 sales target by 19%; exceeded 2012 sales target by 4% as of June 2012
- Composed industry email blasts to inform clients of HMP’s marketing opportunities
- Promoted HMP’s events and press releases for clients on social media
- Traveled to annual symposia, regional conferences and client meetings
- Managed regional conferences with hotel staff, exhibitors and attendees
Education
La Salle University, Philadelphia, PA – GPA 4.0
Masters of Business Administration, May 2015
Beta Gamma Sigma Inductee, Concentration in Management
University of Miami, Coral Gables, FL – GPA 3.97
Bachelor of Arts, May 2009
Major in English Creative Writing; Minors in Environmental Studies and Sociology
Summa Cum Laude, Departmental Honors in English
Sydney Slater 
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