Marketing Executive

Strategic leader with fifteen years in the marketing industry. Proven record of success in increasing brand awareness and market share. Noteworthy results include increasing Triumph Financial’s brand awareness by 35% after the 2022 rebrand and supporting TriumphPay’s growth to $10B in payment volume. Guided marketing teams with empathetic and effective leadership, fostering a collaborative work environment that resulted in impactful campaigns, increased team morale, and exceeded performance goals.

Triumph Financial

A financial and technology company specializing in payments, factoring, and banking.

Senior Vice President, Marketing Operations and Strategic Initiatives

2020 - present

Established a performance-based digital marketing team encompassing marketing automation, creative, web, insights & analytics, and vendor management for TBK Bank and its six subsidiaries. Develop playbooks, standard operating procedures, and best practice guides for market-facing users. Direct cross-functional creative services and marketing operations teams to coordinate campaigns. Set service-level agreements with product & sales partners. Build global compliance standards alongside the compliance team.

Impact:

  • Build the go-to-market launch of a cutting-edge digital wallet solution, revolutionizing transportation expense management in the trucking sector, which will deliver significant fuel and maintenance cost savings for 2,000+ drivers and carriers.

  • Led the execution of an enterprise rebranding project, growing brand identity and market visibility; strategically positioned the company as a dominant force in the financial technology sector, leading to a 35% surge in brand awareness and a 15% growth in market share.

  • Managed the end-to-end creation and execution of a strategic partner program for TriumphPay, resulting in significant revenue growth and enhanced market share, achieving a 22% increase in revenue within the first 6 months of program launch.

  • Streamlined Marketing Operations team, orchestrating cross-functional collaboration, optimizing workflows, and managing a $2M MarTech budget to achieve 25% increase in ROI through targeted campaigns and process improvements.

  • Implemented Marketo and orchestrated the transition from Salesforce Marketing Cloud, resulting in an annual 37.5% decrease in marketing automation costs.

TriumphPay

A payments SaaS and data company serving companies in the global logistics industry.

Assistant Vice President, Marketing

2018 - 2020

I defined and implemented brand pillars, messaging, industry segment positioning, and go-to-market strategy for TriumphPay’s SaaS payment portal. Designed brand collateral, including marketing flyers, trade show booth design, webinar content, and training and sales enablement materials to promote the product brand. Developed content marketing strategy to establish TriumphPay leadership as thought leaders in industry publications. Used Salesforce Marketing Cloud to build marketing automation journeys. The portal and mobile application were released in early 2020.

  Impact: 

  • Owned comprehensive go-to-market strategy for TriumphPay's payment portal, defining brand pillars, crafting messaging, and strategically positioning the product within the industry; directly contributed to growing monthly active users from 8,000 to 50,000. 

  • Delivered robust SEM strategy, incorporating social media, search marketing, email marketing, and display advertising, resulting in increased audience engagement and visibility for TriumphPay.

  • Led the project team to execute the development of TriumphPay's brand front-end website, driving a notable advancement in brand identity and user interaction and reducing calls to the support team by over 40%. 

  • Headed a high-performing team of 2 members while overseeing a $1.5M marketing budget, allocating resources to drive marketing objectives and support the company's growth strategy; launched a targeted brand awareness campaign.

  • Succeeded in building transformative marketing initiatives that propelled TriumphPay's payment volume in the transportation space from less than $1B to $10B, achieving 50,000 monthly active users in 2020, driving growth and increased market share.

2930 Creative

A boutique ad agency that delivered impactful marketing solutions for small to medium-sized businesses.

Director, Digital Strategy

2012 - 2017

Co-founded and managed day-to-day operations for this creative agency. Led multi-channel marketing campaigns through social media, display marketing, email marketing, and retargeting campaigns for financial services clients.

Impact: 

  • Owned strategic direction and execution of multi-channel campaigns, resulting in a boost in lead generation and an average 30% increase in online conversions for nonprofit organizations and SMB clients.

  • Awarded 11 industry accolades, including Best Nonprofit Campaign, for the creative strategy for the “Be a Hero” campaign for Children's Miracle Network.

  • Increased online applications for funding by 47% for client Balance Credit with targeted social media advertising.