Marketing Operations & Automation Specialist

Experience

Experienced in B2B, B2C, SaaS, retail, and service-based industries, with a strong ability to support other cross-functional objectives.

Companies:

1. February 2020 - March 2023

   Marketing Director

   Emerald City Energy, Tukwila WA

   • B2C
   • Local
   • Retail
   • Home Services
   • Co-op

   Emerald City Energy is a local home services company and one of the biggest window installers in the greater Puget Sound Region. ECE was the home service branch of the McLendon Hardware store for handyman, plumbing, decks, windows & doors. 

   By the Numbers: Year before start to Last Year, Rounded to nearest tenth.

   • Conversion Rate

     ⇡3%

   • Conversions

     ⇡140%

   • Cost/Conversion

     ⇣$160

   • Qualified Leads

     ⇡40%

   • Revenue

     ⇡60%

   • Coop Utilization

     ⇡100%

   Detailed Work List:

   • Drove 60% year-over-year revenue growth while staying within budget.
   • Surpassed all Q4 goals during the slow season, achieving 23% over plan and 153% year-over-year growth.
   • Created strategic marketing plans including objectives, budgets, and performance benchmarks.
   • Managed advertising, content calendars, and campaigns across local and digital channels.
   • Led a full brand refresh, defining value proposition, brand promise, and visual identity.
   • Designed company collateral including print materials, signage, apparel, and digital assets.
   • Implemented an inbound system using React, including web layouts and marketing attribution tracking.
   • Managed and optimized the digital presence across Google, Facebook, Yelp, and other online directories.
   • Acted as partner and supplier liaison, managing $100K+ in co-op programs with national brands like Milgard, Andersen, RUUD, and Trex—achieving 100% utilization for the first time in company history.
2. March 2019 - May 2020

   Marketing Consultant

   • B2B
   • National
   • SaaS
   • Healthcare

   Assisting SMEs to setup, optimize, and customize marketing automation systems to improve conversion, streamline sales process, reduce customer churn, and grow revenue.

   By the Numbers:

   • Conversions

     ⇡0%

   • Conversion Rate

     ⇡0%

   • Cost/Conversion

     ⇣0%

   Detailed Work List:

   • Developed and implemented marketing and sales automation strategies to streamline lead management.
   • Led Salesforce and Pardot onboarding, ensuring smooth integration and team adoption.
   • Configured and customized Google Analytics and Tag Manager to support advanced tracking and attribution.
   • Created and optimized paid media campaigns on Google and Facebook to drive qualified traffic.
   • Built BI dashboards and reports using Looker Studio and Power BI to guide decision-making.
3. February 2008 - March 2019

   Sr. Director of Marketing Operations

   Integrated Practice Solutions Inc., DBA ChiroTouch, San Diego, CA

   • B2B
   • National
   • SaaS
   • Healthcare
   • Startup
   • Cloud
   • Inc 500
   • Founding Member

   ChiroTouch is the top chiropractic EHR software system. I was one of the original ChiroTouch founding employees starting in a general sales and marketing role and growing with the company to a department director. 

   By the Numbers:

   • Conversions

     ⇡0%

   • Conversion Rate

     ⇡0%

   • Cost/Conversion

     ⇣0%

   Detailed Work List:

   • Implemented custom booking systems, increasing demo bookings by 35% and saving 50+ hours/month.
   • Administered Pardot and HubSpot onboarding, integrations, and customizations for marketing automation.
   • Improved CRM data compliance and activity tracking by optimizing sales data entry processes.
   • Ensured marketing database quality through lead scoring models, governance, SLAs, and workflow automation.
   • Created performance reports on marketing and sales initiatives to assess business impact.
   • Led SEO implementations and managed agency partnerships to increase organic traffic and conversions.
   • Identified and executed website optimizations to improve conversion rates.
   • Redesigned and led ongoing development of chirotouch.com.
   • Established scalable systems for lead flow, campaign tracking, and scoring.
   • Managed a team of 5+ marketers and external communications agencies to achieve strategic objectives.
   • Oversaw marketing plans, RFPs, calendars, proposals, and budgets across PPC, SEM, events, and print.
   • Directed go-to-market strategy for flagship product transition from perpetual license to SaaS.
   • Grew customer base from 850 to 12,000+ users; increased inbound web traffic by 200%+ for five consecutive years.
   • Built interactive tools including ROI calculators and ARRA incentive estimators for sales enablement.
   • Launched customer loyalty programs including e-gift shops, service coupons, and gift cards.
   • Developed partner, affiliate, and referral portals to expand reach and drive engagement.