EXCEPTIONAL MARKETING LEADERSHIP

Maximize Marketing Impact | Drive Business Success | Lead Motivated Teams

Innovative marketing executive who uses creativity, strategy, and leadership to ensure marketing powers business success.  Inventive strategist who delivers on all aspects of modern marketing, including for new products, startups, established performers, regional and market growth, and customer loyalty and engagement. Inspiring leader who develops and empowers talent, motivates teams for top performance, and represents the company to media, analysts, customers, prospects, and industry audiences as captivating public speaker. 


Senior Vice President, Marketing - 1/2018 - Present

ACCRUENT - Austin, TX

Joined through acquisition of BlueCielo and drove marketing function through transition to integrate BlueCielo within Accruent marketing.

  • Migrated branding and positioning for products, services and industry solutions to fit Accruent messaging on web, social, and collateral.
  • Cross-sell go-to-market planning for BlueCielo and Accruent products and market segments to drive focus for marketing and sales.
  • Orchestrated Sales Kick-off event track for BlueCielo products to align with Accruent sales methodology and organization.
  • Drove User Conference agenda and recruiting for BlueCielo users and to promote BlueCielo products for cross sell at Accruent’s annual event.
  • Guided marketing team integration, content, and programs within Accruent through transition.

 

Chief Marketing Officer - 1/2017 - 1/2018

BLUECIELO - Hoofddorp, Netherlands / Exton, PA

Maximized BlueCielo’s market position and increased company value for a highly successful company ownership transition through innovative strategies and effective marketing programs.  Launched cloud generation products and services to drive business value with on-premises, SaaS, and mobile products and business services worldwide. Empowered direct and indirect sales channels, fostered strategic industry partnerships, and leveraged media and analyst relations to achieve greatest impact.

  • Repositioned company and products to raise market awareness and best illustrate value for prospective acquirers – resulting in a successful ownership transition and exit for PE owners and equity holders ahead of schedule and above target.
  • Transformed company business model from perpetual license and maintenance to enterprise subscriptions – building greater predictable recurring revenue and increasing company valuation.
  • Elevated marketing performance against all metrics including increasing active web users by 70%, engaged contacts by 250%, and doubling conversion rates - to dramatically improve marketing effectiveness throughout the customer journey with lower customer acquisition cost.
  • Established Account Based Marketing programs to drive growth with large lifetime value customers – increasing engagement within targeted account list by 300% and supporting increases in both average deal value and largest deal sizes.
  • Enhanced channel and partner marketing for over 50 sales partners, 6 technology alliances, and 5 major industry organizations with co-marketing and co-selling programs, including partner recruiting and empowerment campaigns.
  • Rebuilt marketing function, methodology, and systems to be a highly effective nimble team of 6 - producing disproportionate impact in our targeted markets.

November 7, 2017 BlueCielo was acquired by Accruent, a Genstar Capitol company - providing a successful exit for Gilde Equity Management Benelux and the executive team.  BlueCielo operated independently through 2017.

 

Marketing Consultant  -  2016

SHINY OBJECT STRATEGIES - Philadelphia, PA | Miami, FL

Business and marketing guidance, strategy, creativity, and leadership through my own consulting services company, serving start-ups and established performers, for cloud, mobile, desktop, server, and mobile software, as well as hardware and professional services in multiple industries.
 

Vice President, Marketing  -  2012 - 2015

BENTLEY SYSTEMS - Exton, PA

Led global marketing team of 9 direct reports and 25 – 30 indirect reports for flagship and strategic product lines and corporate positioning in over 50 countries, with cross-functional campaign teams of 5 to 50. Launched next generation product platform to move customers to new cloud services. Migrated customers to subscription-based recurring revenue business from perpetual license sales model. Negotiated and leveraged key partnerships with major industry vendors, media publishers, and industry organizations. 

  • Grew platform revenues from $360 to $470M, while simultaneously transitioning business model by clarifying and focusing marketing for highly complex software products. 
  • Grew target market adoption from 40% to 90% for collaboration software by focusing on key target audience with strong outcomes-based messaging, solicited industry analyst reports and case studies. 
  • Migrated 76% of all revenues to recurring subscription with 97% retention from perpetual licenses though integrated sales, finance, and marketing and nurturing program. 
  • Reduced traditional marketing spend 70% while increasing lead volume and quality through a shift to highly targeted online marketing approaches, including search, network, social and web first strategies. 
  • Established company brand as #1 in major markets worldwide and as primary thought leader for innovation by highlighting customer successes through multi-year campaign centered on awards program, events, publications, and media relations. 
  • Launched Cloud Services, SaaS, and mobile app product generation with fully integrated global campaign that included a world speaking tour of 30 cities in 23 countries with over 12K attendees and over 300 press interviews. 
  • Developed co-marketing and co-development partnerships with key industry vendors, media, and organizations, netting significant annual funding and in-kind value.

 

Global Marketing Director  -  2003 - 2012

BENTLEY SYSTEMS - Exton, PA

Led global vertical market division marketing and strategy for all products and services worldwide, representing 28% of company’s revenue, with team of 8 direct reports. Drove company branding for established and emerging product categories in 6 market segments. 

  • Increased global business 300% through expansion of market and account penetration, new product launches, acquisitions, and regional expansion. 
  • Grew leads 300% and awareness 400% per annual spend through innovation in branding, lead generation, market positioning, and new marketing approaches. 
  • Integrated multiple acquisitions with 90%+ user retention while migrating brands and market perception equity. 
  • Established global and integrated campaign marketing model for company, enabling all marketing media, tactics, and skill teams to best leverage each other, significantly reducing effort, increasing output, and allowing resources reassignment to previously understaffed roles. 

 

Director, Industry Marketing  -  2002 - 2003

BENTLEY SYSTEMS - Exton, PA

Led North America marketing for all products and services within building industry for with team of 3 direct reports. Pioneered definition of new marketing role with company’s transition to a vertical market structure. 

  • Raised qualified market leads 600% by reinventing traditional event-centric marketing approach into structured lead capture and nurturing campaigns. 
  • Increased media coverage 200% by initiating a corporate thought leadership-oriented marketing and branding strategy, now central to company. 
  • Led 2 major acquisitions to establish company as market leader in new market category within one year through coordinated campaigns.

 

Director, Online Strategies  -  2001 - 2002

BENTLEY SYSTEMS - Exton, PA

Crafted long-range strategic planning for delivery of company services and technology online as one-year special assignment to CEO - including all web properties and services, ASP of desktop and server software, CRM, and digital marketing. 

  • Established long-range cloud strategy for integrating technologies with web and in-product usage data, enabling unmatched alignment of product development, marketing, and sales planning.

 

Principle Applications Manager, Viecon.com  -  2000 - 2001

VIECON.COM - Exton, PA

Drove Product and Service management worldwide for online ASP division, an internal startup with team of 30. Oversaw all product strategic and tactical planning, design, delivery, and marketing. 

  • Established new brand in new product category and gained top visibility and market credibility at launch - achieved 18K active users in 4 months and successfully navigated “dot-com bubble”.

 

Product Manager, Building Products  -  1998 - 2000

BENTLEY SYSTEMS - Exton, PA

Managed product planning, design, and delivery for Bentley's Architectural software worldwide. Formed foundation software strategy that served as basis for all vertical construction applications. 

  • Defined and delivered new product line to global market segment, resulting in significant revenue.


Additional Relevant Experience:

EWINGCOLE - Director of Service Technology, Architect, Philadelphia, Pennsylvania
 

Education:

  • Bachelors of Architecture (B.Arch.), Temple University, Philadelphia, PA
     

Professional Development:

  • FMI Center for Strategic Leadership
  • Pragmatic Marketing
  • Dale Carnegie
  • Miller Heiman
  • Sandler
  • Development Dimensions International
  • American Marketing Association

EXPERTISE:

Account Based Marketing, Acquisitions, Advertising, Alliances, Analyst Relations, Automation, Branding, Campaigns, Channel Marketing, Communications, Cross Selling, Custom Content, Customer Acquisition, Demand Generation, Events, International, Leadership, Launches, Market Analysis, Media Relations, Messaging, Nurturing, Presentations, Public Speaking, Sales Enablement, Search Marketing, Social Media, Strategic Planning, Thought Leadership, Web Properties