Dec 2015 – Oct 2019, AccountabilIT, Scottsdale, AZ

As Director of Marketing at AccountabilIT, I led the company’s marketing strategy across all business segments, supporting both Managed IT Services and Cybersecurity verticals. My work focused on aligning brand identity with growth objectives, executing multichannel demand generation, and scaling digital marketing infrastructure to support business expansion. I drove the end-to-end strategy, execution, and optimization of our digital presence, content strategy, marketing automation, event marketing, and CRM operations, working closely with sales leadership to ensure measurable impact on pipeline and revenue. My dual-platform experience with HubSpot and Microsoft Dynamics enabled deeper integration between marketing and sales teams, while my leadership helped modernize the company’s digital footprint and drive scalable demand generation outcomes.

Results and Measurable Impact

• Increased marketing-sourced pipeline by 16% YoY through integrated digital campaigns, content strategy, and targeted demand generation
• Improved MQL-to-SQL conversion by 23.25%, driven by lead scoring, CRM workflow optimization, and campaign integration
• Boosted marketing-influenced revenue by 16% by aligning digital campaigns to the sales lifecycle and vertical-specific messaging
• Expanded web traffic by 26.5% through SEO enhancements, content expansion, and paid media optimization
• Reduced sales cycle duration by integrating marketing automation with CRM, improving lead handoff and buyer readiness
• Delivered measurable event ROI through data capture systems, automated follow-up workflows, and sales enablement integration

UX and Website Performance Accomplishments
I executed a full redesign of AccountabilIT’s website to better reflect the company’s expertise, drive conversion, and support evolving service offerings. I restructured content architecture to better align with buyer personas and the B2B buyer journey, applied SEO best practices, and implemented new lead capture strategies. My improvements to form UX, CTA placement, mobile optimization, and visual design significantly improved on-site engagement and lead quality. I also introduced video content, gated assets, and landing page variations tailored to campaign messaging, resulting in higher conversion rates and stronger alignment with campaign goals.

CRM & Martech ROI
I simultaneously managed both HubSpot and Microsoft Dynamics CRMs, creating a unique dual-platform ecosystem that enabled advanced segmentation, lifecycle automation, and full-funnel visibility. I executed a CRM hygiene and enrichment initiative to improve data integrity, established lifecycle stages, implemented lead scoring, and built automation workflows to reduce lead response time. These enhancements powered our marketing automation, improved reporting accuracy, and gave sales teams reliable intelligence to prioritize outreach. My integration of marketing data with sales pipeline tracking also supported attribution models that clarified ROI and campaign effectiveness.

Campaign Strategy & Execution
I developed and executed full-funnel campaigns for brand awareness, lead generation, and customer acquisition. These included paid and organic search, content marketing, webinars, field events, email nurture flows, and retargeting strategies. I worked cross-functionally to create campaign strategies aligned to sales objectives, focusing on cybersecurity, compliance, and managed service solutions. I managed all aspects of event marketing, from booth design to lead capture technology and digital follow-up campaigns. Campaigns were measured using KPIs such as CTR, form fills, SQL generation, and influenced revenue. The use of automation allowed for dynamic messaging and faster lead conversion, while my reporting structure enabled ongoing campaign optimization.

Team Leadership & Collaboration
I worked closely with Sales, IT, and executive leadership to ensure marketing efforts supported overall business goals. I led vendor relationships, agency collaboration, and content production efforts, while managing all creative assets internally. I also served as the internal project lead for event marketing, supporting field reps with booth presence, digital signage, and collateral development. I provided training and onboarding support for marketing tools, social media platforms, and CRM usage to ensure alignment and adoption. My leadership style emphasized flexibility, accountability, and creative problem-solving, empowering cross-functional collaboration and initiative ownership.

Career Progression
At AccountabilIT, I elevated the role of marketing from support to strategy by building infrastructure, processes, and data-driven execution models that aligned marketing’s impact to revenue. I demonstrated that even within a lean team structure, digital transformation and targeted marketing can produce measurable results when aligned with sales enablement and customer value. My experience here solidified my ability to translate technical service offerings into compelling digital narratives, create scalable systems, and lead marketing in a way that enables growth, clarity, and performance.