Senior Director of Revenue Marketing
Flexential® empowers its customers' unique IT infrastructure journeys through tailored solutions built on a national colocation platform.
I'm a growth architect. I engineer marketing solutions and evangelize brand. I love the design phase, and get the most joy from brand planning based on insight. I enjoy solving the puzzle of how to integrate marketing tactics that enable the perfect customer journey. I also geek out on standing up marketing ops technologies that simplify and automate the distribution of content while making performance measurement and optimization faster and easier. So, I do really think of myself as an architect. I design, build and optimize a relationship with potential and current customers resulting in mutual reward. I believe in brand. I believe that we, as humans, don't make decisions based on features and benefits. We make decisions based on emotion, "gut feel" and brand promise. We buy when we are moved. We buy when we are captivated and engaged to the point that we drop whatever it is we're doing and say, "Oh, heck yes. I want THAT." It’s my job to craft and distribute so powerful a story that when the right person engages with it, I get their gut. I now use research methodologies (and gut) to identify opportunity and spend a lot of my time developing programs that sometimes outreach typical marketing departments to bring in new revenue streams, new product introductions and compete in more relevant and resonant ways. In this effort I’ve grown topline revenue for a brand competing in a highly competitive, highly saturated space by 32% in just 12 months. I’ve tripled online traffic in 24 months and increased time spent on site by over 500%. I’ve conceived of and introduced new product in a mature market, using a mature business model targeting a notoriously difficult to capture customer segment to increase recurring subscription revenue by 16%. And I've transformed a marketing department from a cost center to a profit center. I'm also very good at card games and I make a mean mojito.