Jul 2022 – Current, Benchmark, Tempe, AZ

As Director of Digital Marketing at Benchmark, I lead the global digital transformation strategy unifying our web presence, CRM ecosystem, and marketing operations into a high-performance growth engine. I oversee both strategic design and hands-on execution of websites and microsites using WordPress and HubSpot CMS, with a focus on UX, conversion optimization, and aligning digital architecture to business objectives. I directed the company-wide migration from Zoho to HubSpot CRM and led the rollout of Sales Hub across global sales teams, unlocking automation, scalable reporting, and deep alignment between marketing and sales.

Collaborating closely with Product Marketing, I designed and executed sector-specific content strategies that increased organic web traffic by over 20% YoY, supported by SEO enhancements and a significant expansion of global social media presence through organic and paid initiatives. I implemented campaign tracking infrastructure and integrated marketing automation tools including ZoomInfo, Leadfeeder, and Pitchbook to improve lead generation, drive account-based marketing, and empower sales enablement. Every initiative is grounded in aligning digital efforts with revenue performance, leveraging analytics to refine UX, campaign effectiveness, and CRM operations at scale.

Results and Measurable Impact

• Increased marketing-sourced pipeline by 34% YoY through CRM and campaign optimization
• Improved MQL-to-SQL conversion rate from 19% to 62% via lead scoring and workflow alignment
• Grew marketing-attributed revenue contribution by 30% through full-funnel optimization and CRM enablement
• Scaled high-performing digital programs across five global industry verticals

UX & Website Performance
I led a comprehensive redesign of Benchmark’s global website, optimizing design, content structure, and navigation to support improved engagement and lead conversion across five core verticals. Results included a 20%+ YoY increase in web traffic, an 18% drop in bounce rate, and an increase in time on page from 12 seconds to nearly one minute on high-value pages. Personalized landing pages for ABM and paid campaigns drove a 36% increase in conversion, while optimized step-form UX and follow-up automation contributed to a 33% increase in form fills over two years.

I improved content accessibility and global compliance through AccessiBe and OneTrust integrations and enhanced mobile responsiveness and page speed across the site. Through A/B testing frameworks and a modular design system, I improved campaign performance, boosted gated asset conversions by 42%, and reduced agency support costs by 40%, freeing budget for higher-ROI initiatives. Blog traffic increased by 19% YoY, and video views grew by 23%, contributing to measurable engagement across channels.

CRM and Martech Optimization
I architected and led Benchmark’s transition from Zoho to HubSpot CRM, deploying Sales Hub globally and enabling scalable marketing-sales alignment, automation, and attribution. The initiative included a full data hygiene and segmentation overhaul, enabling improved campaign targeting and pipeline visibility. I implemented lifecycle stages, lead scoring models, and campaign attribution structures that dramatically improved lead response and handoff efficiency.

To enhance targeting and engagement, I integrated ZoomInfo, Leadfeeder, and Pitchbook, delivering real-time behavioral and firmographic data to sales and marketing teams. OneTrust was deployed for GDPR compliance, and I established CRM governance and reporting standards that enabled accurate dashboards and campaign-level insights. These systems enhancements materially improved lead quality, conversion velocity, and revenue attribution.

Campaign Strategy and Execution
I led an integrated campaign strategy spanning demand generation, product launches, webinars, brand awareness, and ABM across all verticals—with exceptional results in Aerospace and Medical. Campaigns included email nurture tracks, paid media, webinars, organic SEO, and regionalized field marketing, supported by programmatic, display, and retargeting tactics.

Campaign execution was built on data, personalization, and journey-based UX. I developed dynamic campaign journeys aligned with buyer personas and regional objectives, and closely partnered with Product Marketing to double campaign output per quarter. Sales collaboration resulted in unlocked opportunities and enhanced win rates. Notably, our Medical campaign achieved an 11.8% conversion rate, and Aerospace delivered 9.4%. I created a scalable campaign operations model using A/B testing frameworks and reusable templates that enabled YoY improvements in execution and ROI.

Team Leadership and Cross-Functional Impact
I lead a hybrid team of eight—including FTEs, contractors, and agency partners—while fostering cross-departmental alignment with IT, HR, Legal, and Compliance. I launched internal training programs for CRM workflows, web publishing, and social advocacy, increasing operational consistency and digital engagement across the organization.

My leadership style is grounded in structured planning and adaptive iteration. I coach my team hands-on while positioning myself as a strategic partner to the C-suite. I emphasize accountability, creative problem solving, and performance transparency. Under my leadership, marketing evolved from a support role to a recognized driver of pipeline growth and strategic impact. Executive teams now rely on marketing data and CRM dashboards as key business intelligence sources.

Digital Transformation and Enterprise Collaboration
One of my most impactful projects was leading the company-wide digital transformation through the CRM migration and Sales Hub deployment. This change fundamentally reshaped marketing-sales alignment, sales automation, and reporting at the global level. I worked with IT and Ops to integrate LinkedIn Sales Navigator, ZoomInfo, Leadfeeder, Pitchbook, and OneTrust—creating a unified ecosystem for campaign execution, compliance, and real-time engagement.

I developed product realization workflows, campaign performance dashboards, and sales enablement tools that shortened sales cycles, enhanced follow-up strategies, and improved deal value. I consistently translate technical infrastructure into strategic recommendations for executive stakeholders, helping define marketing’s role as a transformation partner across the enterprise.