Scott K. Wilder

LastPass

Head of Digital Self-Serve at LastPass, the market leader in password management, serving millions registered users and 100,000+ business customers. 

Focused on scaling the post-sales digital lifecycle by leveraging AI and new technologies to enable customers to seamlessly self-serve, driving adoption, engagement, and retention through innovative and customer-centric digital strategies.

Global Head of Digital Self-Serve

Clari

• Developed and led strategies to optimize post-sales digital customer engagement.
• Managed team of six people and led cross-functional teams to manage digital success, self-serve and scaled platforms and programs, increasing engagement by over 100% in eighteen months.
• Designed and implemented comprehensive customer-focused programs, including onboarding, product adoption, etc. to ensure customers achieve their desired outcomes and business goals. (i.e.: Learn how to get more out of Clari products
• Monitored key performance indicators (KPIs) related to customer engagement, satisfaction, retention, and revenue growth to assess the effectiveness of digital strategies and continuously improve processes.
• Leveraged digital tools and platforms to create seamless and engaging customer experiences, driving retention, expansion, and customer satisfaction. (Used Pendo, Gainsight (CC, CS, CE), SkillJar/Docebo, Salesforce, SearchUnify, Grazitti SUVA, Tableau, and ThoughtSpot).
• Developed Clari Coaching program focused on building out ecosystem of experts, advocates and practitioners.
• Provided leadership to foster a culture of continuous learning and development to enhance team capabilities and drive customer-centric outcomes. (Leveraged customer-growth principles, incorporated Enneagram to build team, etc.)
• Launched or revamped various programs (Office hours, Onboarding emails, VOC and NPS programs, Clari Digest Newsletter, Clari Circle Scaled and Self-Service brand, Clari Coaching Program, etc) and platforms (Federated Search, AI ChatBot, and redesigned the following sites: Support, University, Community, etc.).

Head of Digital Success and Self-Serve

Marketing - Customer Engagement Advisor

Base (formerly Crowdvocate)

• Spokesperson for the company in the Customer-Led Growth space.
• Led initiatives to enhance customer and partner self-serve acquisition and engagement, focusing on building acquisition, retention, and a robust ecosystem.
• Developed fully practitioner-led online campus that effectively contributed qualified leaders to the sales team, supporting talent acquisition and development.
• Built, launched and worked cross-functionally on customer advocacy initiatives, including the CMA Top 100.
• Leveraged extensive knowledge of the market, my experience as a CMA leader, my deep understanding of competitive products and learnings from our customers to assist the product team with their roadmap and requirements.

VP of Customer, Partner and Community Growth and Engagement  

HubSpot

• Revamped the online community and launched customer engagement programs integrating online and offline events, user groups, webinars, academy programs, and partner and developer portals.
• Created an inaugural customer advocacy program, revamped user groups and webinar infrastructure, designed integrations with the academy, and launched a Community platform, reinforcing relationships with 100K+ customers.
• Designed and managed customer-facing programs and backend integrations for community, advocacy, events, self-service, and automated programs.
• Increased member activation by 130% by overhauling the Ideas space, re-architecting site navigation, launching Groups, Resource Center, and Community Blog with customer stories, user-generated content, and on-demand webinars, and improving SSO to reduce onboarding friction.
• Pioneered the complete integration of community, customer advocacy, and other customer-facing programs into a single platform, significantly reducing customer friction and streamlining the user experience.
• Leveraged the customer engagement platform to drive overall customer growth and retention, utilizing targeted programs and personalized experiences to increase customer loyalty and lifetime value.

Global Head of Customer Engagement and Communuity

Udacity

•Hired, coached, and grew a team of 15 direct reports responsible for all B2C marketing acquisition and retention programs. Managed external vendors and marketing agencies and partnering closely with cross-functional product teams to design and create consistent user journey experiences. 
•Drove 5X increase in website acquisition conversion, ultimately doubling revenue while driving marketing costs down by 15-20% by launching a real-time chat channel and associated sales team.
•Increased 50% email acquisition conversion in first 2 months by optimizing sequence & cadence of email campaigns. 
•Leveraged machine learning and predictive modeling to build in-product communications to drive people to finish courses and target channels based on behavior (e.g. push/chat/email), leading to 15% lift.

Global Head of Growth Marketing

Coursera

•Created Coursera’s end-to-end B2B lead generation strategy. Designed and launched website that drove 60% increase in leads YoY with 25% less spend.
•Built out team of internal and external contractors. Instituted marketing operations, lead generation, ABM Marketing programs, set up Marketo, Salesforce, and data-driven lead nurturing programs. 
•Launched new product offering (Specializations) to customers driving 20% of revenue.

Growth Marketing / Marketing Operations (Full-Time Consultant)

Adobe

• Member of first company growth team and focused on onboarding and activation 
• Drove Product Marketing efforts for first-year customer engagement across multiple platforms.
• Increased MAU by 5% by focusing on SaaS app adoption, onboarding & engagement optimizations, and developing and testing different campaigns and approaches.

Product Marketing for B2B and B2C SaaS (Full-Time Consultant)

Marketo

•Designed, developed, and managed all product aspects of Marketing Nation (award winning community and engagement platform), the company’s customer and partner platform, owning end-to-end experience working with UX, product management and product marketing.
- Let team that integrated Community, Support, Learning, and Partner information into one platform
-Managed growth marketing, digital demand generation and retention for the platform, ultimately increasing engagement by over 30%, touching 80% of our customer base.
•Drove upsell/cross-sell and reduced attrition by 10% designing a backend system integrating Marketo, Jive, and Salesforce, to monitor customer behavior.

Senior Director

Google

•Led strategy for the development of a new digital platform targeting 25,000+ SMBs and Google Partners.
•Curated Google learning modules and marketed them to partners and SMBs. Trained and operationalized digital activities for SMB and partner teams
•Advised and developed social media strategies for teams as an internal consultant across Google.

Digital Strategy Leader (Full-Time Consultant/Fractional Leader)

Advisor | Mentor | Top25CMA Influencer: Customer-Led Growth Innovator. Customer Engagement, Growth Marketing and Online Community | Ex-HubSpot, Marketo, Adobe, Intuit, Google, Udacity, Coursera, Apple.

𝐃𝐫𝐢𝐯𝐢𝐧𝐠 𝐒𝐜𝐚𝐥𝐚𝐛𝐥𝐞 𝐃𝐢𝐠𝐢𝐭𝐚𝐥 𝐒𝐮𝐜𝐜𝐞𝐬𝐬, 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐄𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭, 𝐚𝐧𝐝 𝐀𝐈-𝐄𝐧𝐡𝐚𝐧𝐜𝐞𝐝 𝐒𝐞𝐥𝐟-𝐒𝐞𝐫𝐯𝐞 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐞𝐬

I specialize in building and scaling digital engagement, customer success, customer marketing, and self-service programs that drive growth across the customer lifecycle. As the Head of Digital Scale & Self-Serve at LastPass, I develop strategies to accelerate engagement, increase retention, and drive product adoption. I've also developed and launched AI-powered solutions to enable personalized, data-driven experiences. With over 20 years of experience, I’ve led innovative programs for HubSpot, Adobe, Intuit, and Clari. As a leader, I’m passionate about fostering collaborative, high-performing teams driven by continuous learning and empathy.

𝐊𝐞𝐲 𝐒𝐭𝐫𝐞𝐧𝐠𝐭𝐡𝐬 & 𝐀𝐜𝐡𝐢𝐞𝐯𝐞𝐦𝐞𝐧𝐭𝐬:

==>Lifecycle Marketing: Developed pre- and post-sale strategies that increased user acquisition by 60% and optimized customer journey mapping.
==>Community & Customer Advocacy: Launched programs improving engagement and retention by 40%, fostering stronger customer connections.
==>Scalable AI & Self-Serve: Drove a 30%+ rise in ARR and ACV through self-serve platforms and AI-powered solutions.
==>Cost-Effective Innovation: Reduced communication spend by 25% while enhancing customer engagement and ROI.

𝐂𝐚𝐫𝐞𝐞𝐫 𝐇𝐢𝐠𝐡𝐥𝐢𝐠𝐡𝐭𝐬:

==>Clari: Built and led cross-functional digital programs, boosting onboarding by 20% and engagement by 100% in 18 months through customer driven strategies and unifying customer experiences.
==>Adobe: Part of initial growth marketing team for Lightroom, optimizing digital channels to enhance product activation and customer retention.
==>Udacity: Led B2C marketing, achieving a 5X conversion increase and doubling revenue while cutting marketing costs by 15-20% with a data-driven content strategy.
==>Intuit & Marketo: Embraced a customer-centric approach by integrating customer voices into all programs, developing coaching initiatives, and building active communities that deepened customer trust and product engagement.

I thrive in environments that value innovation, customer insight, and cross-functional collaboration. My passion is creating scalable customer experiences that enable companies to grow efficiently and adapt seamlessly. 

Outside of work, I coach Little League baseball.

𝐋𝐞𝐭’𝐬 𝐜𝐨𝐧𝐧𝐞𝐜𝐭 𝐢𝐟 𝐲𝐨𝐮’𝐫𝐞 𝐥𝐨𝐨𝐤𝐢𝐧𝐠 𝐭𝐨 𝐬𝐜𝐚𝐥𝐞 𝐲𝐨𝐮𝐫 𝐝𝐢𝐠𝐢𝐭𝐚𝐥 𝐨𝐩𝐞𝐫𝐚𝐭𝐢𝐨𝐧𝐬 𝐰𝐢𝐭𝐡 𝐚 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫-𝐟𝐢𝐫𝐬𝐭 𝐚𝐩𝐩𝐫𝐨𝐚𝐜𝐡!

• Focus on digital success and self-serve 
• Define current and next gen digital success strategies
• Create ways to scale customer success (and some marketing too)

Just read Scale with Purpose by Ian Vacin and Jason M. Blumer, CPA. 
I have just one question: Why wasn’t this book written sooner? !!!

It's a much needed book. Below is my review
----------
In a business world obsessed with buzzwords like “cross-functional collaboration” and “alignment,” most advice stops at the surface: have meetings, set up a project plan, get everyone on the same page. But Scale with Purpose goes far beyond that. In fact, it is based on what Ian learned at Intuit - Customer Driven Design -- These guys interviewed lots and lots of people so they could leverage primary research. 

Scale with Purpose delivers the actual playbook for intentional growth—one that helps service entrepreneurs leverage the collective expertise of their teams without falling into the chaos of reactive scaling. 

What makes this book stand out is its framework-driven approach. Vacin and Blumer break down growth stages and show that scaling isn’t linear—it’s a series of intentional steps. They provide practical tools for:

-->Capacity planning and resource allocation.
-->Building healthy team structures that support sustainable growth.
-->Navigating the psychological and operational challenges of scaling.
-->Maintaining purpose and clarity while increasing enterprise value.

Ian and James draw on real-world data from thousands of service businesses, making this more than theory. Whether you’re a founder, leader, or part of a growing team, this book helps you move from “just working harder” to scaling smarter and with intention.

Disclaimer: I have worked with and known Ian for almost 20 years.

Scott K. Wilder 

Currently advise companies on next gen Digital Success and Customer Engagement, Growth and Community. 

Currently advisor/investor to: G2, Laetro, Crowdsmart.ai, Foresight, and Digital Mortar

I have 15+ years of experience in Customer Engagement, Growth and Community, building programs, platforms, and products from scratch. For a marketer, I have a strong data, technical and systems background. My expertise ranges across B2B and B2C companies like Hubspot, Udacity, Coursera, Influitive, Adobe, Marketo, Apple, and Intuit.

I’m proud of my consistent track record of results from designing websites and user flows with 60% growth in acquisition, launching Community programs with 40% growth in engagement & retention, to innovating new channels like chat with 25% reduction in spend. 

Finally, I’m passionate about building teams. I’ve hired, coached, and grown 15+ person teams multiple times across disciplines. 

Personal note: I coach little league baseball.

Digital Marketing, Success, Scale & Self-Serve Leader | Architect of Customer Experiences & Digital Journeys | Author, Speaker, Investor, Consigliere | Ex-HubSpot, Marketo/Adobe, Intuit, Google, Coursera, Apple & Clari

Happy to share that I'll be speaking at Scaling Self-Serve into Growth: Field-Tested Insights from a 5x CX Leader! Make sure to attend it on December 4.

So grab a Friday afternoon drink (tea, etc.), dial in and join the conversation.

Bill is the man when it comes to Community design. !

🌍 Community Futurist 🌎 at Structure3C helping leaders envision and create essential community ecosystems. Early Community leader at Dell, Autodesk & Gartner. Atma Connect Board Member + 🏂AASI Snowboard Instructor.

🗓️ Planning to start, update, or significantly evolve your organization's approach to Community in 2026? I have something for you. 

The Essential Community Design Framework is now available for download (free until January).

The Essential Community Strategy Framework is a structured approach to building community as a strategy system.

The framework includes:
* 7-stage design cycle from research to evaluation
* Templates for value mapping and program planning
* A Center-based governance and ops model
* Measurement approach that connects to real business outcomes

If you're tired of community initiatives that don't move the needle, it's time to stop accepting defaults and start designing for what's actually possible.

Your customers are looking for meaningful connections. Your business needs differentiation and sustainable growth.

Download here: 
https://lnkd.in/gbKiqTFA

A favor: if you find this helpful, please like 👍 and repost 🔄!

I came across an article in the The Wall Street Journal about Alabama quarterback Ty Simpson, and it really resonated with me for several reasons, .... but especially because I’ve been spending a lot of time recently studying and practicing Sports Mental Performance—whether you’re on a playing field or at work.

The article highlights how Simpson’s calm under pressure in his first season as a starter wasn’t accidental. He grew up immersed in college football—his father was a coach, and the field was his playground. That familiarity gave him an edge when the stakes were highest.

Why does this matter beyond sports?
Familiarity with your environment dramatically improves your probability of success. Here are a few examples:

🏈  Athletes practice on the same field they’ll compete on to build comfort and confidence. Baseball players take countless reps to lock in their rhythm—those repetitions create muscle memory and mental readiness.
🎭  Presenters visit the conference room before their talk to get the lay of the land—where the podium is, how the acoustics feel—so they can focus on delivering, not adjusting.
👨‍💻  Digital spaces work the same way: The more people feel comfortable navigating a website or online community, the more likely they are to engage consistently. Familiarity reduces friction and builds trust.

Takeaway: Whether you’re preparing for a big game, a keynote, or launching a new product, invest time in creating 'familiarity.' The more familiar you are with your environment, the greater your chances of success.

Link to article: https://lnkd.in/gjg4Wnjm

#takeawalkonthewilderside

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