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B2B & B2C Marketing Leader
I build and scale startups teams, infrastructure, brand and revenue once you have product-market fit.
LeanLaw | B2B SaaS Legal Tech
Head of Marketing
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Grew ARR 140% in 2 years
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Landed a $4M Series A
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Led in-house and agency teams, implemented EOS
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Led digital transformation of brand, identity and strategy
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Drove adoption of AI and ABM programs as innovation accelerator
Billshark | B2C SaaS Fintech
Director of Marketing
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Drove +345% growth
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Launched partnership with Mint
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Built team from 1 to 10 high performers
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Led brand transformation, marketing strategy and creative direction
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Obtained buy-in from CEO, leadership team and board members for re-brand to accelerate growth
ApexEdge | B2B SaaS Fintech
Head of Marketing
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​Created brand, identity, strategy
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Landed partnerships with 3 of the top 10 US banks
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Won "Best Embedded Finance Solution" Finovate Awards 2021
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Expertise in leading multiple teams including demand gen, partnerships, brand, product, and PR
California Closets | D2C Retail
Senior Marketing Manager
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Boosted revenue from $8M to $20M in 10 years
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Strategic planning for $2M marketing budget
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Managed in-house team and 30+ vendors
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Coached 40+ members of sales team regularly in monthly meetings
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Expert negotiation and PR/ media relations
Let's work together
LAURA STAFFORD BEAULIEU
I'm not looking for a new opportunity now, but I do have an extensive network of CMOs and marketing leaders that I'd be happy to connect you with!
Are you a recruiter looking to build out a leadership team, or a startup founder that needs a marketing leader?
Maybe your business is a scale-up that needs to build a marketing team from the ground up.
GROWTH TRACK RECORD
I build high-performance marketing teams and bring a track record of demand generation and growth hacking successes, with consistent revenue growth and 14 years of demand generation experience as a data-driven marketing executive and growth mindset.
My team drove +345% growth in customer acquisition in 1 year. Growth strategies included strategic partnerships, scaling customer acquisition strategies, and creating the optimal user experience.
The team also boosted website performance with +117% improvement in conversion rate optimization through hundreds of A/B tests and best practices for UI / UX. This growth mindset allowed us to drive success at every point in the conversion funnel.
Here's my professional work experience and my portfolio.
growth mindset
demand generation
strategic partnerships
user experience design
brand identity
CRO, A/B testing
lead generation
customer acquisition
digital marketing
data driven decisions
email automation
LeanLaw
+140% GROWTH OVER 2 YEARS
Head of Marketing, B2B SaaS | Legal Tech
LeanLaw is a B2B SaaS legal tech challenger to legacy practice management systems:
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Fueled ARR growth 140%. Built the go-to-market plan, the critical infrastructure, and executed highly successful stage-appropriate initiatives. Owned the marketing & sales forecast and P&L.
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Strong track record of leadership and success building high performance growth marketing teams with the EOS framework. Provided coaching and fostered skill development to unleash growth with A/B tests, optimization and calculated risk taking.
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Led the digital transformation of the brand, including development of a new website to focus on site- speed, strategic SEO, establishing brand credibility, and driving MQLs.
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Doubled inbound traffic with SEO strategy that focused on winning content pillars around ICP pain points and their buyer journey, and keywords we could win on with a positive ROI. Completed a cost efficiency analysis on what we could realistically win on as a challenger brand with limited resources.
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Successfully moved upmarket from solo law firms to mid-market firms
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Launched a targeted ABM strategy that 3x pipeline in the first 5 months of launching. Used a combination of list building, data scraping, cold email and stage-based marketing that was tied back to HubSpot and our ABM platform so we could deliver relevant messages as they moved along through the funnel.
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Marketing and Sales synced as a unified revenue engine.
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​Laser focused ICP targeting for cost efficiency when competing against brands with deeper pockets and better brand awareness.
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Staying top of mind during the entire buying cycle (prospecting, intent, consideration, purchase).
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Moving prospects through the pipeline, even stalled MQLs or stalled Opportunities.
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Partnering with Sales on opportunities to shorten buying cycles and tackle buying objections.
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ABCS OF ABM WITH DREW NEISSER @CMO HUDDLES
Skip to 13:15 to hear how I led LeanLaw's team on ABM strategies.
ApexEdge
"Best Embedded Finance Solution", Finovate Awards
Head of Marketing, B2B SaaS | Fintech
ApexEdge is a B2B SaaS fintech brand that white labels its solutions to the leading financial platforms and enterprise banks.
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Led the team that created the brand, product positioning, and user experience.
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Won "Best Embedded Finance Solution" Finovate Awards 2021.
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Successfully partnered with 3 of the top 10 financial institutions to incorporate the Negotiate and Cancel products into their UI and provided best practices, top converting messaging and custom partnerships collateral.
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Owned the marketing technology stack, KPIs, performance metrics, analytics, platform integrations, and the demand generation bottom line.
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Built and scaled new growth acquisition channels that included a strategic partner program (Impact), automated action-based email drip program, lifecycle marketing, referral program, PR, paid search, social strategy, content marketing, and thought leadership.
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Expertise in leading multiple teams and integrating key marketing functions including demand generation, marketing communications, strategic partnerships, brand management, and product marketing.
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BILLSHARK
Promoted to VP of Marketing, B2C SaaS | Fintech
BILLSHARK BRAND REPOSITION + WEBSITE UX / UI OVERHAUL
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Led re-positioning of brand & marketing strategy to maximize customer acquisition and conversion rate. Built strong foundation for growth.
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Launched the newly redesigned website with an integrated shopping cart
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Launched mobile app
Results:
Drove +345% revenue growth in 1 year
Increased conversion rate +117%
Reduced CPA 64%
 Announce new website |  Mobile App splash screen |
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 Mobile App value proposition |  Mobile App value proposition |
 User Dashboard |  Homepage |
CHALLENGE
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The previous branding didn't resonate with customers, and didn't drive the type of qualified traffic we were trying to attract.
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Customers found the previous UX/UI difficult to navigate and it resulted in a high drop off rate mid-way through the funnel.
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SOLUTION
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Rebranding and redesigning the UX and UI was the only option. I led the redesign of the website to maximize customer acquisition and conversion rate. We prioritized design and UX.
We took the most successful aspects of the website and built the new site around that, adding in trust badges to increase trust, designated product pages and product videos. We created an easy to navigate step-by-step user experience with an integrated shopping cart to add multiple products during checkout, increasing average order value.
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With the help of a fantastic UX designer and development team, we successfully launched the newly redesigned fintech website with an integrated shopping cart, and fresh mobile app.
THE MAGIC
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User testing
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A/B multivariate testing on product pages and landing pages
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CRO (conversion rate optimization) ongoing with new tests every 2 weeks to continually improve user experience
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User surveys on exit intent
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Heatmaps
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MY TEAM
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UX Designers
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CRO team
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Paid Search
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SEO team
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Engineers
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Email Marketing
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Illustrators
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Video production
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Copywriting
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Social Media
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DIGITAL MARKETING STRATEGY @BILLSHARK
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Led re-positioning of brand & marketing strategy to maximize customer acquisition and conversion rate. Built a strong foundation for repeatable, scalable growth.
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Continuous learning by testing new tactics and channels.
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Commitment to A/B testing landing page elements every 2 weeks.
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Strategic creative assets for digital marketing were kept fresh and engaging with new creative assets every 2-3 weeks.
Results:
Improved full-funnel conversion rate from 2.5% to 11%
Landing page CTR increased from below 1% to 35%
Lowered CPC by 50%
 Landing page |  Social media |
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 Rewards program |  Facebook carousel |
 Paid search display ad |  Social Media |
 Facebook carousel |
CHALLENGE
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The previous branding didn't resonate with customers, and didn't drive the type of qualified traffic we were trying to attract. Tactics were too expensive and not sustainable.
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SOLUTION
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The data showed that the core customer for this brand was 24-34, the "Skeptical Millennial". Many prospective clients thought the product offering seemed too good to be true.
Our messaging focused around empathy for the customer POV, making it seem as easy as possible, and lowering the perceived risk with savings guarantees.
PLATFORMS
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Google Ads
Facebook Ads
Instagram Ads
Apple Ads
Bing
Impact
Google Optimize
Google Analytics
Instapage
CAMPAIGNS
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Paid Search
Remarketing
Lookalike audiences
RSLA campaigns
Display
Partnerships
Affiliate
Sponsored Content
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California Closets
+160% GROWTH OVER 10 YEARS
Senior Marketing Manager, D2C | Retail
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Strategic planning for $2M+ marketing budget. Led direction for marketing strategy and promotions. Regularly reported on OKRs and budget against AFP in monthly executive meetings. Responsible for Demand Generation with omni-channel tactics, and expanding market reach. Coached 40+ members of sales team in monthly meetings. Reported directly to the President.
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Increased revenue from $8M to $20M over 10 years with consistent YOY growth by delivering MQLs, increasing the closing rate to 56%, and led the Northeast marketing and showroom experience. Directed $2M annual marketing budget.
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Launched "To The Trade", a B2B campaign promoting the Commercial Division, a new business unit targeting developers and builders in Boston that resulted in +15% lift in YOY sales.
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Expert negotiation. Delivered value through strategic media buys, lower advertising rates, premium placement, added value bonuses, and secured premium visibility for billboard placement.
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Managed in-house creative team and vendors for omni-channel promotions on-time and on-budget. Included bi-monthly digital, outdoor, TV, and showroom campaign collateral.
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Led PR/Media Relations. Appeared on TV as a brand ambassador on WCVB's “Chronicle”, and worked behind the scenes of “This Old House” and “Flipping Boston” collaborating with producers and coaching staff. Managed all press inquiries and gave interviews on behalf of the brand that appeared in 13 magazines as earned media.
+160%
revenue growth
consistently increasing revenue 10-30%
each year for 10 consecutive years at a premium furniture brand.
REVENUE GROWTH
My strategic marketing initiatives increased revenue 160% over 10 years at a premium furniture company.
The revenue growth was a direct result of analyzing and optimizing the marketing strategy and media mix.
My vision and creative direction were instrumental for campaigns, promotions, imagery, and retail showroom renovations.
LEAD GENERATION
My specialty is developing marketing strategies that create brand awareness, generate qualified leads, and set the sales team up for success.
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By reaching the right audience with the right message, I'm able to capture marketing qualified leads that convert into sales 56% of the time.
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That's an incredibly high close rate and it keeps the sales team motivated.
STRATEGIC MARKETING PLAN
& MEDIA BUY
My expertise encompasses all aspects of developing strategic marketing plans, and building the team to bring it to life:
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Strategic marketing budget of $2M annually
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Aligning brand goals with key stakeholder priorities
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Brand re-positioning, UI, UX
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Developing strategy, getting buy-in
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Prioritizing projects that deliver results and increasing profitability
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I regularly partner with key players from each team to proactively identify roadblocks and success levers to keep projects on-track, with the ultimate goal of creating brands that will dominate the market.
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TEST, MEASURE ANALYZE, OPTIMIZE
CRO, A/B testing
ID opportunities
Lower CPA
Grow revenue
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Net Promoter Score
Reviews
Re-activation
marketing
CREATIVE LEADERSHIP
Brand identity
Brand experience
Ad campaigns
Photo shoots
Creative assets
Retail
USER EXPERIENCE
UX, UI, Omni-channel
Online, mobile
social media
in-store
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LEAD GENERATION
Measure by channel and campaign.
Constantly optimize
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CUSTOMER LIFETIME VALUE
STRATEGIC
MARKETING PLAN
Align with AFP growth goals
Marketing channels
Media buy
PR
CALIFORNIA CLOSETS "To The Trade"
Launched a B2B campaign that lifted sales +15% YOY on 3% budget
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Creative leadership managing in-house creative design teams and vendors for omni-channel promotions on time and on budget
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Expertise executing and directing creative briefs that align the brand identity with the voice of the customer, incoming trends and achieve established goals.
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$2M strategic annual marketing budget
$2M
annual marketing budget
brand identity
user experience
campaigns
retail showrooms
B2B
the challenge
TINY budget
3%
less than 3% of marketing budget
The marketing budget to launch the B2B campaign was less than 3% of the annual marketing budget.
huge results
+15% lift
YOY sales
+15%
There was a measurable lift in YOY sales of 15% directly attributed to B2B growth.
Use the arrows on the left or right to navigate to the next image.
"TO THE TRADE"
This campaign launched the Commercial Division, a newly created business department targeting B2B. Growth in this segment was crucial as B2C sales YOY had stalled.
PLAN OF ATTACK
Talk the talk. I started by identifying Trade-specific pain points and solutions the business could provide. I developed the strategy and marketing materials working closely with the Business Development team.
I negotiated all of the media and sponsorship deals with leverage from doing an annual media buy. This drove added value benefits like premium placement, discounted frequency rates, and hosting trade leadership events to drive the target audience to the retail stores.
B2B micro-site
At the time the brands website was strictly B2C and not mobile-friendly.
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I developed a micro-site that felt like a B2B extension of the brand and was mobile compatible.
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Later, the CMO told me that the corporate team used my design as inspiration for the national B2B landing page.
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B2B marketing strategy
Developed sales tools to land new business. Laser focused on successful case studies in Boston.
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Trade Shows
Prominent large displays at ABX, the largest annual design and construction industry event in the Northeast secured our position as an industry leader.
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Strategic Partnerships
Sponsoring builder, architect, and design trade networking groups increased visibility and awareness of the Commercial Division.
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I used media buying leverage to negotiate hosting premium trade leadership events in the retail stores to drive the target audience to the stores.
Trade Magazines
All deals were structured to increase visibility to influential decision makers in Boston, particularly Builders, Architects, Developers, and Interior Designers in the luxury segment.
CALIFORNIA CLOSETS: Create striking photo assets on a shoestring budget
CHALLENGE
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The brand needed new marketing materials (at the time the brand was rebuilding after a recession) and there was no budget to build out a set.
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The budget was less than $500 for staging and styling.
SOLUTION
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Our best option was to style an existing showroom display. I provided creative direction.
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We created striking photo assets that were on-brand with a shoe-string budget. The images were used in TV commercials, online, and in magazine ads. They are still in rotation.
CALIFORNIA CLOSETS - PUBLIC RELATIONS
In 1 year I was able to generate $416k of additional added value through PR, earned media, and bonus spots on tv.
I appeared on tv in WCVB’s award-winning “Chronicle” in a 2 and half minute segment as a brand representative. Watch the video on Youtube. Skip ahead to 16:58
PUBLIC RELATIONS
I routinely handle all media and press inquiries. My role is identifying the right media brands and channels to reach your target audience. I work closely with the media vendors to feature your brand in a positive light and obtain favorable press coverage.
Brand Ambassador
Interviews with reporters
Media Coaching for internal team
Strategic Partnerships
Negotiating screen time and placement for trade deals
"This Old House" on PBS
Negotiated brand mentions, logo shots, and screen time in multiple episodes, in exchange for product trade.
"Flipping Boston" on A&E
Negotiated brand mentions, logo shots, and screen time in an episode, and secured an appearance by Dave Seymour at an event in exchange for product trade.
Awards
Top 101 B2B Marketing Influencers of 2023
I was recognized as a "Top Voice in B2B Marketing" by CMO Huddles. See my highlight on page 6. My super power is building a productive team!
“For Outstanding Advertising”
I was awarded this in recognition of the advertisement that achieved outstanding readership response as measured against all other ads appearing in New England Home, by Ad Q Studies.
Best of Boston
California Closets was awarded Best of Boston - Best Closets by Boston Magazine.
Finovate 2021
I led marketing at ApexEdge, a B2B Saas Fintech, when they Won "Best Embedded Finance Solution" Finovate Awards 2021 after less than 1 year in business.
Franchise of the Year
I was the marketing manager in the California Closets business awarded 'Franchise of the Year'. The business was selected out of 70+ franchises world-wide. The award is based on key performance metrics including revenue and % growth. My marketing strategy played a large role in the growth of the business.
Best of the Northshore
California Closets was awarded Best of the Northshore - Best Closets by Northshore Magazine, as a result of me petitioning the value to customers and premium quality of the brand.
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