Pontera

Chief Marketing Officer

Outreach

As a member of the executive team, I led global marketing for this VC-backed sales execution
platform company with oversight including digital/performance, content, customer, product,
and field marketing. I generated, analyzed and leveraged data to build an understanding of
customers, prospects and business needs. I drove product launches, customer acquisition and
product adoption efforts and directed public relations, analyst relations, communications,
brand, and creative. Led a 35+ member team and oversaw development, planning and
execution for the company’s annual conference designed for sales and go-to-market leaders.
Successes included:

 Transforming an underperforming team to power improved outcomes while trimming
$5M in expenses and eliminating 13 external agencies.

 Exceeding pipeline goals for 5 consecutive quarters (up to 128%) after reengineering the
demand gen infrastructure and reimagining market release strategy.

 Reducing customer churn by 15% and raising engaged user rate from 58% to 76% after
convening a marketing task force, leading data-driven solution design, and driving
creation of innovative campaigns.

 Delivering $3M in revenue from Unleash, the company’s annual conference with 2K+
attendees by building product awareness and delivering education to encourage upsell
and expansion.

 Bolstering brand awareness to overtake competitors and reach #1 share of feed on
LinkedIn.

SVP | Head of Global Marketing

The RepTrak Company

Led global marketing strategy across growth, content, product, and customer marketing for this
PE-backed corporate reputation insight and advisory service provider. I oversaw revenue operations, public relations, analyst communications, and brand positioning. Reported to CRO and CEO and led a marketing and revenue operations team.

Highlights included:

 Eclipsing pipeline goals up to 128% for 4 consecutive years by implementing analytics,
attribution and forecasting to monitor channel performance, prioritize marketing
initiatives and mitigate risk.

 Decreasing the sales cycles by 35% and increasing ACV by 20% amid tech industry
headwinds and budget restrictions by designing dynamic territories, focusing on ready-
to-purchase accounts, and elevating alignment between marketing and sales teams.

 Spearheading the company rebrand and repositioning, transforming boutique research
agency into a comprehensive Software-as-a-Service (SaaS) platform and integrated
professional services provider.

 Improving acquisition costs by 92% and engagement by 93%, driving profitability
through strategic, targeted and results-focused spending.

 Evolving a traditional marketing team into a scalable, cost-effective account-based
marketing engine, bringing in new talent and restructuring roles and responsibilities to
optimize performance.

 Establishing revenue operations capabilities and spearheading automation to streamline
the BDR function, increasing pipeline while decreasing costs.

SVP, Head of Global Marketing

- 128% of pipeline goal
- Marketing sourced 82% of revenue
- 15% YoY TCV
- 12% increase in conversion rate from opportunity to Closed/Won 
- Decreased sales cycle by 18%

Vice President of Global Marketing

- 123% of revenue goal
- 100.3% of pipeline goal
- Generated more pipeline in Q1 than all of 2020
- 245% increase in lead generation
- Total Contract Value increased 16%

Senior Director Of Marketing

- 106% pipeline quota
- Reduced sales cycle by 20%
- Increased Total Contract Value by 62%
- Acquisition costs improved 92% and engagement 93%

Director of Global Growth Marketing

Forbes Communications Council

Official Member

Logz.io

Responsible for planning, organizing and executing programs that generate new prospects and advance existing opportunities for the sales team within specific, targeted accounts and contacts.  Acts as liaison between marketing and inside, partner, and field sales teams as well as central demand functions such as inbound/product marketing teams to develop tactics designed penetrate targeted accounts. In addition to ABM program development, responsible for event management worldwide.

- Developed and implemented target account strategy to support account-based selling
- Developed and implemented jointly with sales pipeline generation and acceleration programs for specific, targeted accounts and contacts
- Created annual and quarterly marketing plans and targets for targeted sales accounts and contacts that focused on new logos and accelerated existing opportunities.
- Evaluated, selected and managed vendors that contributed to demand creation programs including platforms, direct mail providers, and fulfillment services
- Designed & executed 1:1, 1: few, and broad-based marketing initiatives to meet pipeline requirements of varied account segments
- Tracked lead flow to ensure the appropriate sales channels followed up on marketing campaigns in a timely manner.
- Deployed ready-to-carry-out marketing tactics and provide sales enablement on an account and industry basis using various channels including digital, events, and social media
- Worked with sales to identify gaps in key personas and contact information within strategic accounts; developed data and insight strategy to add key personas and contacts within accounts
- Created and gained consensus for cross-portfolio GTM plans and marketing plays in alignment with strategic product mandates and sales directives
- Planned, coordinated and managed 3rd party and Logz.io run events to maximize lead, ROI and brand value.

Director of Global Account Based Marketing

riskmethods

riskmethods is a supply chain risk management company that supports procurement and supply chain professionals by digitize their end-to-end supply chain so they can visualize and actively manage their risk exposure. 

Currently, I deliver on a global scale through expert management of marketing programs, campaigns, and assets. Leading a talented team, I increase program effectiveness, forecasting, and ROI, leveraging automation reporting. With a $700k budget, I manage concurrent quarterly and yearly strategy marketing planning. 

I was afforded the chance to step into this role after I realized that our automation efforts could be brought in-house through proper training; which I took it upon myself to complete and earned my Salesforce Certified Pardot SpecialistFp credential.

- Increased marketing qualified leads (MQL) by 30% through automated outreach efforts. 

- Delivered 15% growth in webinar attendance. 

- Leveraged A/B testing to increase web traffic and devise continuous methods for improvement.  

- Reduced lead time from 2 weeks to 3 days. 

- Defined complete solution to seamlessly pass leads and data across systems and departments.

Global Marketing Automation Manager

I initially stepped into riskmethods as the Marketing Manager for North America, charged with executing all aspects of marketing for the North American Operations. Surpassing expectations, I translated global strategies into regional marketing campaigns and programs. I also took the lead in directing marketing functions for the company’s involvement in trade shows and industry events. 

- Created, managed and implemented demand generation programs at scale 

- Produced 4k new leads in 2017, equating to $1.5M in yearly revenue growth. 

- Created engaging and captivating content for email marketing, nurture campaigns, and the blog.

- Media strategy and execution for the region

Marketing Manager for North America

Yesware

Yesware is a fast-growing prescriptive sales platform that assists 800,000+ sales professionals at companies like Groupon, New Relic, and Twitter close more deals.

In this capacity, I focused on originating, developing, and optimizing marketing channels and signature events. I especially excelled at managing all aspects and logistics of lead-generation campaigns and cultivating valuable relationships with strategic partners. Entrusted to control 50% of a million-dollar marketing budget, I diligently tracked and analyzed all available data to create success metrics across channels and marketing spend.

Select accomplishments:

- Earned a reputation as the go-to resource on all things channel marketing by combining fierce self-initiative with elegant design and successful execution of demand-generating programs that fueled sales growth. 

- Spearheaded and coordinated all assets and resources involved in trade conferences, webinars, and speaking engagements.

- Returned positive ROI on both 2014 and 2015 Dreamforce campaigns, which featured multidimensional components, such as guerrilla marketing, a customer dinner, and a gala attended by 3,000.

- Maximized bottom-line results by building mutually beneficial relationships—and negotiating large discounts.  

-  Charged in late 2015 with starting up a comprehensive webinar channel.

- Quickly delivered positive ROI on first two webinars by carefully selecting partners, featuring audience-relevant topics, creating engaging content, and working closely with sales team. Followed up by formulating plan to evolve webinars into webcasts.

Event Marketing Manager

In my initial role at Yesware, I demonstrated immediate value in sales support, event planning and production, and analytics to quickly be promoted.

Select accomplishments:

- Promoted and supported co-branding opportunities and cooperative partner event activities.

- Worked in concert with marketing and sales operations to identify channel marketing opportunities, streamline lead flow, and ensure leads were delivered in real time or as quickly as possible.

- Collaborated with executive sales leadership on sales and technology training; mined and created tools and sales resources to assist sales team members with relationship development and promotion techniques; mentored sales team on best communication and presentation practices.

- Formulated first performance-based metrics and processes for tracking, measuring, and reporting on all touch points throughout purchasing funnel, as well as success / ROI related to original goals.

- Generated and presented periodic board- and executive-level reports on all plans and activities, including costs, proof of performance, and ROI.

B2B Channel Marketing Specialist

University of Massachusetts Amherst

• Taught critical thinking, writing and research skills in top-rated courses to 300+ students
• Gave lectures, led in-class activities and mentored students during one-on-one sessions.
• Developed course materials, curricula and syllabi; made innovative use of social networking platforms to enhance learning experience.
• Collaborated with deans, faculty and staff on matters of academic planning and policy.

University Instructor

Leads high performing marketing organizations that fuel revenue and accelerate growth for
lean, digitally focused SaaS companies. Drives strategies that catalyze marketing capabilities
and builds best-in-class operational frameworks and team cultures.

My mantra: Data, not drama. I maintain a relentless focus on data-driven decision-making,
operational excellence, and team empowerment. My expertise spans digital, social, content,
product, and event marketing—as well as PR, creative and brand—and I craft bold, innovative, 
and analytics-driven strategies that resonate, engage and convert.

I’m a change agent by nature, specializing in modernizing marketing operations, optimizing
systems, and scaling high-impact teams that thrive in fast-moving, high-growth environments. My approach is always collaborative, and I use a clear, compelling communication style to gain
buy-in from executive leadership and cross-functional partners to ensure marketing is a true
growth engine, not a cost center. The teams I lead are empowered to deliver innovative
strategies that elevate brands and solidify market position, achieving results that speak for
themselves.

Specialties include: Strategic Vision and Execution, Revenue and Market Growth, Change
Management, Customer Acquisition and Retention, AI Strategy, Brand Positioning and
Awareness, Go-to-Market (GTM) Strategy, B2B Marketing, Demand Generation, Marketing
Automation, Strategic Partnerships and Alliances, Sales Operations and Enablement, Creativity
and Innovation, Building Workplace Culture, Team Leadership, and Engagement.

Ali Jawin

Loren Shumate

Founding Member

The Revenue Muse

GTM consulting, growth advisor, messaging, positioning, branding, demand generation strategy, enterprise sales and marketing coaching and product marketing with focus on successful funnel optimization, account-based strategies, ABM execution, empowering  growth-stage businesses to hyper accelerate pipeline and reduce sales cycles through revenue team collaboration (Sales, Marketing, CS, BDR). ICP and segmentation, Buyer Journey mapping, content strategy, integrated campaign strategy and planning, ABM / ABX GTM strategy, technology selection, and revenue team collaboration methodology, handoff, compensation, sales and marketing mentorship etc. 

Advisory for N.Rich, Venturetech Group, Harting US, Squid, AlignICP, Propensity, and more.

Fractional CMO, GTM & ABM Growth Strategy

MarTech

Publication-selected contributing writer as part of a collective of marketing thought-leaders passionate about the use of technology to build brands and drive revenue.

Contributing Writer

enosix

enosix is a real-time data integration SaaS solution that connects SAP ERP with front-end systems such as Salesforce, ServiceNow, and more. Industries included Manufacturing, Automotive, Retail

GTM executive leader tripling revenue in two years. My responsibilities included building foundational Marketing and BDR  teams with automated technology infrastructure and metrics accountability to scale growth,  funnel optimization of demand and lead generation strategies, Account-Based Marketing (ABM) strategy, intent data and programmatic Ad strategy (6Sense, Bombora). As well as GTM strategy, product marketing,  and planning to include ICP segmentation and buyer persona definition, content and social media strategy, PR/AR, website, SEO/SEM, messaging, positioning, and rebranding, product launches, customer and partner marketing

VP of Marketing 

One Source Communications

One Source is an outcome-driven SaaS Cybersecurity and Expense Management Managed Services Provider (MSP) with a mission to empower enterprise multi-location businesses to take control of their wireless and wireline telecom connectivity expenses, IT infrastructure, and provide critical Cybersecurity, SOC as a Service (SOCaaS) to keep corporate data and devices safe.  

My responsibilities included building all functions of marketing for Onesource to include a high-performing marketing team and sales/marketing operations function with outsourced vendors for content/creative  with operational architecture to fuel growth.  Created a integrated marketing  strategy to include ICP and buyer persona definition, product marketing, product launch strategies, content strategy, hypergrowth demand generation and funnel optimization, Account-Based Marketing strategy (ABM)  (Bombora), digital marketing, SEO/SEM, social media, tradeshows, partner comarketing, Analyst Relations and Public Relations with metrics accountability

VP of Marketing  

FM:Systems

FM:Systems provides a SaaS facility management technology and advanced analytics solution that leverages IOT and AI technology to enable facility and real estate teams to identify, plan, and deliver an ideal workplace and superior employee experience.   

 Responsibilities included building, managing, and growing a marketing and BDR team and operational technology infrastructure with metrics accountability. Owned all aspects of marketing planning and strategy to include demand gen, product marketing / GTM strategy, Account-Based Marketing (ABM) (Terminus), content, rebranding and messaging, market positioning, PR/AR, product marketing, website, SEO/SEM, digital marketing, marketing operations, tradeshows, customer and partner marketing. Owned large annual user conference, CAB-Customer Advisory Board and customer marketing strategy to support growth and eventual acquisition.

Company acquired by Johnson Controls

Phononic Inc

Phononic, a disruptive semiconductor technology company, is reinventing heating and cooling, pioneering innovative solid-state refrigerators and freezers for retail and healthcare industries.

Responsibilities included raising the public profile of the organization/CEO and implementing a new vendor infrastructure to execute campaigns, demand generation,  Account-Based Marketing (ABM) (Terminus), website redesign, social media, digital strategy, and greatly up-leveled the public relations and awards (Forbes, Jim Cramer Disruptor 50 etc.)

Head of Marketing Communications

ZirMed, A Waystar Company

Departure due to layoff.  I had a brief tenure with Zirmed, as the company did a 10% reduction in workforce only a few months after I was hired in preparation for their merger with Navicure.  Zirmed, a 1000 employee company based in Louisville, KY,  provides a  Healthcare Saas-based Revenue Cycle Management and Predictive Analytics platform that helps providers get paid faster, more fully, and more cost-effectively by payers and patients.

I was responsible for strategic positioning and messaging to navigate an undefined technology category with industry analysts, market segmentation, customer and partner marketing to include: corporate messaging, demand generation strategies, integrated marketing campaigns, Account-Based Marketing (ABM), and partner co-marketing automation and consultation.

Netsertive

Netsertive grew from a 70 to a 300 employee SaaS marketing technology company, empowering product brands and local retailers with "brand-to-local" marketing through its proprietary Digital Marketing Intelligence and Predictive Analytics Platform.  Its technology drives performance by analyzing large aggregated datasets and applying learnings to individual, local campaigns. The company was handpicked in 2012 by Google as one of just 14 Premier Partners. Verticals  include: Technology, Automotive, Retail and Healthcare 
 
My responsibilities included recruiting and onboarding an entire marketing team for all marketing functions including demand generation, Account-Based Marketing (ABM), marketing communications, content strategy, website, SEO/SEM, branding and messaging, public relations, product marketing, digital and field marketing, and sales enablement. Integrated marketing campaigns including large tradeshows for several vertical industries including Automotive, Healthcare, Retail, and High Tech.

Head of Marketing

Allscripts

Allscripts is a global leader in both Acute and Ambulatory Healthcare IT, including SaaS clinical and revenue cycle management (RCM)software, services, and partnerships to enable organizations worldwide to build open and connected communities of health.

Departure due to layoff. My responsibilities included leading marketing demand generation, customer marketing, product marketing and customer advocacy programs for upsell, segment and channel marketing strategy, media communications, and leadership for a marketing team supporting 500 sales reps. Utilized integrated marketing campaigns executed towards a client base of hospitals and physicians.

Director of Marketing

Qlik

QLIK is a SaaS Analytics, Business Intelligence, software platform that changed the face of the industry.

During my tenure I created a marketing omnichannel campaign strategy, messaging, web content, analyst relations, product marketing and branding – along with a small group of US pioneers - for this Swedish-founded company; efforts culminated in an IPO in 2010 (NASDAQ-QLIK). As one of the 1st 25 US employees in 2006, 80 employees globally,  drove company growth from $11m in 2006 to 1,700 employees and $400 M in 2012. 

Led team in implementing an integrated marketing strategy to include: executive roundtables, digital media programs, video, social media, and SEM. Produced email nurture campaigns through Marketo’s marketing automation system. Heavy focus on Healthcare, Automotive, Manufacturing, and Retail industries

Director of Field Marketing and Healthcare

Led marketing efforts that focused on Retail, Healthcare, and Life Sciences industries with emphasis on Channel Strategy. Created and executed demand generation marketing campaigns/programs, PR, and Analyst Relations that grew a demanding partner channel. Implemented integrated strategies with direct Field Marketing, OEM, Resell, System Integrator (SI), and Technology partners (TP).

Director of Marketing, Alliances

Enterprise Sales Manager for Southeast Region. 

Landed significant brand name accounts including Williams Sonoma (Call Center & Transportation div.), Michelin (Services div), and Applebee’s Restaurants.  Ranked every quarter within the top 3 global sales producers consistently exceeding quotas of $2m-$2.5m annually.

Enterprise Sales Manager

*Available for full-time employment as well as advisory and consulting. 

I am open to VP Marketing, departmental director-level marketing leadership, or GTM leadership roles where I can build sustainable growth engines and build/mentor marketing, sales, and BDR teams. 

I’m a 4x VP of Marketing with 10 years of sales experience. I help growth-stage SaaS VC and PE-backed companies align marketing and sales into a unified GTM engine that drives revenue, leading to 30–300% YOY growth. My background combines full-cycle revenue experience—from brand, demand creation, and ABM orchestration/execution for marketing,  to sales messaging, sales cycle best practices, sales coaching/mentorship, pipeline acceleration, and enablement.

I specialize in:

-Building scalable GTM operating frameworks
-Aligning sales and marketing as one revenue team
-Transitioning from early-stage founder-led sales to scalable, repeatable pipeline engines
-Implementing ABM and intent-data driven programs
-Sales, Marketing, and BDR operational efficiency, strategy, metrics mentorship and coaching
- Sales cycle and full-funnel optimization strategies

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Ali Jawin

Loren Shumate

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