Over the last 10 years, I've been focusing on the engineering and marketing needs for small family run businesses, startups, and large corporations. Marketing without effective/efficient engineering is like a car without wheels.
I started with Moz on their Marketing team helping with everything from community to social to engineering. Quickly we discovered we needed dedicated engineering resources to make our Marketing team successful. I spent just over 2 years at Moz as the Director of Inbound Engineering building and leading an engineering team that was focused on Marketing needs along with tracking key company metrics and gather data on customer usage.
In May of 2014, I moved to Wistia as their Director of Growth and Acquisition where I was responsible for the execution and planning of Wistia's top of the funnel acquisition strategy. Setting up and analyzing the success of the companies PPC, retargeting and prospecting campaigns to validate effective spend of budget.
I was also focused on the conversion of Wistia's free customers into paying customers, along with the retention of those paying customers. Analyzing the features that cause free customers to convert and implementing strategies to encourage additional free customers to engage with those features. While at Wistia I also worked on building an attribution model and tracking customer interactions so the Wistia marketing and product teams can make the right decisions for the future of Wistia.
During my time at Wistia, I spent time leading the marketing engineering efforts for Wistia's marketing properties. Working to put marketing automation and personalization within the funnel for greater conversion rates. Also taking the learnings from continued CRO and sharing those techniques with the Wistia community through blog posts, webinars, and speaking engagements.