(I)
Ran the sprints and the launch
I led collaborative design sprints and go-to-market strategy for new software products, and managed product marketing across the whole client portfolio.
The short version
Two tenures, three roles, more responsibility each time.
My first tenure at The Starr Conspiracy focused on key accounts, taking new software products to market across a client portfolio. I returned in 2025 as a strategist, moving enterprise clients from traditional search to AI-generated answers, and in April 2026 was promoted to direct brand and growth strategy across our B2B SaaS and HR tech clients.
Chapter (I)April 2021 to November 2022Bentonville, AR
Key accounts: new software products, and the accounts that had to buy them.
Marketing Strategist
(II)
Made the materials myself
I researched the issues facing each client and turned them into sales strategy, then built the sales decks, investor and analyst decks, websites, and collateral to match.
(III)
Found the next deal
I worked with the sales directors to spot upsell and cross-sell openings, and planned and tracked budgets across several projects at once.
$1.72M
recurring annual revenue overseen
9.75
NPS
+$600K
in upsell and cross-sell
Chapter (II)February 2025 to April 2026San Francisco, CA and Chicago, IL
The comeback: getting B2B brands found in the answers, not just the search results.
Marketing & Brand Strategist
(I)
Moved programs from search to answers
I built AI-integrated growth programs and Answer Engine Optimization, moving clients from traditional search to AI-generated answers to speed up qualified lead velocity.
(II)
Translated the data for executives
I turned messy AI performance data into executive-ready frameworks that high-growth SaaS leaders could actually make decisions with.
(III)
Took it into the room
I built and ran in-person client events across North America, EMEA, and APAC that generated qualified leads, and caught at-risk accounts early enough to keep them.
9.5
NPS across key enterprise accounts
3
regions of client events
AEO
programs, live for enterprise SaaS
Client names and pipeline figures are under NDA. Details on request.
Chapter (III)April 2026 to nowChicago, IL
Now: running brand and growth for the whole client roster.
Director of Brand & Growth Strategy
(I)
Positioning that wins deals
I lead category positioning and messaging work for B2B SaaS and HR tech clients, aimed at win rates and executive engagement, not just awareness.
(II)
Campaigns across every channel
I build the campaigns that carry it across paid, organic, email, social, events, and partner ecosystems, and run thought leadership programs that grow share of voice in HR tech media and on LinkedIn.
(III)
A team and a scoreboard
I lead a cross-functional team across content, design, digital, analytics, and client strategy, and own the attribution and dashboards that tell us whether any of it worked.
6
channels in the mix
5
disciplines on the team
B2B SaaS
and HR tech clients
Results from this chapter are still coming in. I’ll add the numbers once I can share them.