Experience
- Built GTM from zero for an AI-native data orchestration platform — narrowed a broad healthcare beachhead to a single hospital system segment with a defined ICP and two buyer personas, enabling focused sales prospecting and a scoped product MVP.
- Led category creation with Gartner — engaged analysts across healthcare, supply chain, Decision Intelligence, Digital Twin, and Emerging Categories to map adjacencies and define differentiation, producing positioning that anchored the initial GTM narrative for C-suite stakeholders.
- Ran GTM sprints to test segments, personas, and use cases — narrowed entry point from C-suite to Directors of Pharmacy and identified OTIF as the highest-traction supply chain use case, sharpening pipeline focus and sales motion.
- Used Claude to architect AI as infrastructure — designed a self-service sales enablement hub to auto-produce battlecards, one-pagers, sales decks, and account intelligence briefs, where one input produces multiple outputs and eliminates one-off requests to marketing.
- Inherited a fragmented GTM across three segments and 40+ use cases — ran GTM sprints to narrow to one segment, a clear ICP, and three high-conviction use cases, eliminating product bloat and establishing a repeatable sales motion.
- Launched the Analytics Adopters Program in partnership with Tai TMS — driving 33% lead-to-participant conversion and 200% increase in qualified pipeline in a single quarter.
- Closed UPS Healthcare — Third Axiom's largest customer — through a strategic TMS partnership built around a targeted use case identified during GTM repositioning.
- Led Gartner analyst relations through ongoing collaboration and vendor briefings — incorporating analyst feedback into category narrative, positioning, and buyer messaging to strengthen market credibility and improve qualification.
- Built a full-funnel content and sales enablement library — customer testimonials, case studies, one-pagers, and sales decks — translating operational outcomes into buyer-relevant proof points deployed across every stage of the buying cycle.
- Drove qualified pipeline with a multi-channel lead generation engine including thought leadership, blog posts, webinars, LinkedIn, newsletters, paid ads, cold outreach, and email. Managed SEO & AEO, content, and paid media contractors.
- Structured digital presence for AI-era discoverability — designed landing pages with FAQs, optimized content structure for AEO & GEO, and updated content refresh cadence so Third Axiom surfaced accurately when buyers used AI tools to research and compare vendors.
- Built GTM for a defense innovation platform, growing revenue to $5M+ ARR in two years — establishing core GTM foundations, sales enablement, and ABM engine: segmentation, positioning, messaging, and ICPs.
- Developed and executed ABM for the U.S. Air Force — built account intelligence and tailored multi-channel campaigns (email, newsletter, webinar series) that expanded the account from initial engagement into four additional Air Force groups.
- Overhauled brand and website in 8–12 weeks to speak directly to a defense audience — redesigned messaging around core product capabilities to function as a primary sales enablement tool, managing a design firm end-to-end.
- Enabled sales, customer success, and fundraising through cross-functional alignment — built collateral and customer advocacy programs for every stage of the cycle, produced thought leadership to educate the defense market, and partnered with leadership on investor messaging and pitch decks.
- Led product marketing for the responsive website and CMS platform — driving product and feature launches for a developer audience, including a 500+ developer event unveiling the platform and customer dashboard.
- Owned buyer narrative, competitive positioning, and sales enablement collateral including sales decks, one-pagers, and case studies.
- Drove website messaging and conversion efforts (+50%+ organic traffic, +20%+ conversion), and ran PR efforts generating 12+ media interviews/placements.
- Led marketing communications for a web development platform — drove brand visibility through the Google GoMo partnership, securing 40+ media placements across TechCrunch, GigaOm, and Fortune; built editorial and content programs that tripled blog traffic in 6 months and doubled social media followers.
- Produced the Mobile Movement Leaderboard using internal data; earned coverage in Mashable and GigaOm and was referenced by analysts (e.g., BIAKelsey).
- Built engagement programs (e.g., Mobile Site of the Week, fan-only deals) and an editorial cadence across blog + social to improve visibility and search performance.
- Led GTM for the launch of a new flash-sale travel site — owned positioning and multi-channel messaging; drove acquisition with social media sweepstakes delivering 5,000+ sign-ups at less than $1 per subscriber and secured 60+ media placements (incl. Reuters, MSNBC.com, Tnooz, Los Angeles Times).
- Managed PR agency end-to-end (briefing, messaging, outreach strategy, and media list development) to maintain momentum and protect brand narrative.
- Sustained list growth through weekly social contests that increased fan interaction and supported continued subscriber acquisition.
- Led Travelocity's annual Thanksgiving Task Force PR initiative: 260+ media placements, $3M ad value, $8M publicity value, 35M+ audience reach; owned positioning/messaging, media training, strategic partnerships, and led a 15+ person team.
- Built a data-driven content + PR engine using seasonal booking insights and quarterly customer surveys; produced trend reports earning top-tier coverage (WSJ, NYT, USA Today, LA Times) and scaled campaigns to millions+ in reach.
- Served as spokesperson across TV/radio/print (AP, WSJ, USA Today, MSNBC, NBC Nightly News, CBS Evening News, ABC Radio, CNN Radio), including in-studio satellite media tours.
Core Skills
Strategy & Execution
Tools & Systems
Education
The University of Texas at Arlington
B.A., Communications