EMPLOYMENT HISTORY
Chief Marketing Officer
Janek Performance Group – Remote 11/2022 — Present
- Directed brand growth and marketing strategy as first senior marketing leader of award-winning B2B sales performance organization
- Key strategic leader directly responsible for budget, headcount, and pipeline
- Grew marketing generated pipeline 225% year over year
- Developed, launched, staffed, and led sales development (SDR) and business development (BDR) teams, leading to 15% improvement in inbound lead conversion
- Launched strategic event marketing strategy, including virtual and in-person, generating new leads from new sources and creating six figures in new pipeline within first six months
- Directly responsible for strategic planning, including go-to-market, pipeline development, tech stack management, analyst relations, and vendor selection and management
- Directed major overhaul and relaunch of PPC and SEM campaigns, leading to substantial increase in the ratio of new enterprise business to SMB
- Stood up new social media function, including paid social and community engagement
- Oversaw multiple product launches, including new venture into SaaS
- Led and grew team of high-performing marketers and SDRs from fully remote position
- Directed and executed account-based marketing strategy and campaigns.
- Developed and implemented targeted digital strategy to improve business performance.
- Delivered consistent growth in key performance indicators by continuously refining marketing strategies based on analytics insights.
Vice President of Marketing
The Arbinger Institute – Salt Lake City, Utah 12/2019 — 11/2022
- Led development and execution of marketing strategy and go-to-market efforts, collaborating across departments
- Developed and implemented cohesive growth plan for marketing team—organizing existing members by resource groups, vetting and contracting vendors where appropriate, and hiring new teammates—resulting in higher production and happier people
- Rapidly executed massive company pivot in response to COVID-19, directing strategic shift to 100% digital marketing and product delivery, turning potentially business-ending blow in 2020 to 66% growth as of 2022
- Directed rapid implementation of marketing automation platform Pardot, increasing lead conversion velocity by 10x without any additional hires or outlay
- Worked in tandem with Salesforce Administrator and revenue team to establish metrics and revenue attribution capability across tech stack, leading to previously impossible data-driven investments in marketing, sales, and product development
- Successfully launched two new major products and one major product update into new markets as key strategic member of the Go-To-Market teams, including first company SaaS product
- Increased and sustained 200% increase in multi-channel inbound lead generation, creating urgent need for new sales development motion
- Assisted in creation and development of sales development team including hiring plan, team structure, technology selection, messaging, and lead flow
- Drove investment in creating more diverse and inclusive workplace including changes to talent acquisition and leadership development opportunities for underrepresented groups
- Managed and measured multi-million-dollar budget.
- Captured new customers by optimizing business strategies and launching products to diversify offerings.
- Increased brand awareness by developing and executing comprehensive marketing campaigns.
Director of Marketing
42Chat – Salt Lake City, Utah 1/2019 — 12/2019
- Kick started marketing engine as sole marketer in AI chatbot boot-strapped SaaS startup: strategized, wrote, published, and distributed all content, crafting everything from flyers to web pages, press releases to case studies, hard goods to award entries
- Executed unprecedented 24 trade shows in 9 months including all logistics, lead management, and drip campaigns, and representing company at key industry, events adding more than 10,000 new leads to HubSpot database
- Contracted and managed vendors for rapidly growing company needs, including graphic design, social media, web development, and copywriting
- Developed new Marketing Director role to oversee all marketing strategy, analysis, branding, content, media, advertising, personnel, product marketing, and public relations with digital reach increase of 6 million views in one year
- Created and managed creation of all company content and messaging
- Key member of executive team, directly reporting to CEO
- Managed design, messaging, and purchase for print and digital advertising
- Full social media control, management, execution, and advertising
- Owned full company rebrand within first six months of employment, creating and driving multidepartment project management plan to success
- Contributed to Go-to-Market in new company vertical, leading to $100,000 in recurring revenue within 6 weeks of launch.
- Coordinated with design and media teams to develop high-quality creative assets.
Marketing Director
Reading Horizons – Salt Lake City, Utah 2/2016 —1/2019
- Facilitated 27% revenue growth in year one and 36% in first two years
- Developed new Marketing Director role to oversee all marketing strategy, analysis, branding, content, media, advertising, personnel, and public relations with digital reach increase of 2 million views in one year
- Managed marketing team in creation of new content including whitepapers; videos for every funnel stage; customer success, sales, and product marketing; and key topic focuses for thought leadership positioning
- Key member of executive team
- Improved Google search results as part of PR crisis management, leading directly to most successful single sales month in company history
- Redesigned trade show strategy and launched major event marketing effort using customer referrals, leading to $3 million dollars in new-business sales pipeline in 30 days from local events and 40% trade show lead increase
- Launched new industry podcast
- Deployed marketing automation tool Act-On from ground up to boost lead generation, earning $15,000 within first week
- Designed, tested, and deployed highly targeted Facebook ads
- Managed design, messaging, and purchase for print and digital advertising
- Created customer recognition program, ‘The Charlotte F. Lockhart Award for Excellence in Literacy Education,’ feeding content funnel with new, high-quality customer success story video each quarter, connecting company leadership with end-users, creating earned media opportunities, and generating six-figures in referral and upgrade revenue
- Created the ‘Online Dyslexia Summit,’ a virtual event targeting major customer need, earning over 1,500 registrations per year
- Oversaw successful product launch of four SaaS applications
- Directed improved focus on video creation and optimization, pushing corporate YouTube channel to more than one million lifetime views.
- Developed and presented marketing plans and reports to CEO and shareholders.
Director of Business Development and Marketing
Camino Information Services – Houston, Texas 2/2012 —3/2016
- Created and executed go-to-market plans for four unique SaaS products and brands
- Built marketing and sales team, strategy, and direction from ground up in health IT startup, creating new leads for sales which contributed directly to over 75% of new revenue
- Key member of startup executive team and team player in various roles, including presentations, negotiations, CRM, project management, proposal drafting, and customer relations
- Designed, drafted, and presented sales demonstrations, leading to $3 million dollars in new sales and company yearly revenue growth of 150%
- Deployed marketing automation tool Act-On from ground up to facilitate lead generation and feed lead generation funnel
- Acted as product marketing manager for IT services, health IT products (SaaS and network), and custom software lines
- Established, managed, and maintained social media profiles and communities
- Worked closely with Sales Director to package, brand, price, and promote SaaS products that previously had no marketing or sales collateral
- Developed Social Media marketing strategy, created, drafted, and oversaw Facebook, Twitter, Google Ads, and LinkedIn ad campaigns
- Launched company blog, created, and managed all content for blog, increasing backlinks by 20 fold.
EDUCATION
University of Houston Law Center – Juris Doctorate Houston, TX
Brigham Young University – B.S. in Business Management, Entrepreneurship Provo, UT
ADDITIONAL EDUCATION AND EXPERIENCE
RevRoom – Founding Member
Pavilion Executive Courses – Chief Marketing Officer, Enterprise Go-to-Market, Rising Executives
University of Utah Women’s Leadership – Change Management
Women’s Leadership Institute – Career Development Graduate
Professional Development Course Certificates – Go-to-Market Planning, Brand Building, Managing a Marketing Team, Managing Online Communications
Startup experience – CMO and Co-Founder of two tech startups
Marketing and Business Consulting, Startup focused – 8 years (to current)
Blogger, Affiliate Marketer, and Owner – 5 years
Search Engine Optimization & AdWords Specialist, E-Harbor Inc. – 2 years
U.S. Federal Government, Legal Intern
Sarah McMullin 