For more than a decade, I have led editorial, product development and digital innovation for consumer and B2B media brands in corporate and start-up environments. Building on a solid journalistic foundation developed through years as a reporter and editor at newspapers and B2B magazines in New York, Silicon Valley and Chicago, I have integrated management, marketing, content strategy and technology skills that make me uniquely suited to help media companies and global brands navigate disruption and develop innovative systems and strategies to drive digital traffic, engagement, conversion and revenue through innovative digital content marketing strategy. Here is an overview of my experience and achievements.
Founder & Strategic Director
AccelerateB2B, Crystal Lake, IL
In June 2016 I launched AccelerateB2B, a full service digital marketing consultancy and content shop that provides conversion focused content and digital marketing strategy and services for B2B media companies and brands. Our first project, for Community Delivered LLC, was to develop the launch strategy for the company’s new mobile SMS SaaS platform, TextConnext, on an extremely tight budget and timeframe. We provided digital launch consulting; developed positioning statements and editorial voice; created all web content; designed the product’s WordPress site; created inbound funnels and ran LinkedIn advertising.
Associate Publisher, Digital Media
Putman Media, Schaumburg, IL
As Associate Publisher for Digital Media at Putman Media, I directed digital content, audience development, marketing, product development and sales strategy to grow the user base, heighten engagement and drive revenue through the development of advanced content marketing and lead nurturing products for four B2B manufacturing titles: ControlGlobal.com, ControlDesign.com, SmartIndustry.com and PharmaManufacturing.com. Results include integrating HubSpot marketing automation to create Putman Advanced Lead Services, a content marketing and lead nurturing system that averaged 57% conversion rates to deliver high-quality leads for global technology companies such as GE Digital, Universal Robotics, B+R Automation and IDEC. Improvements in behavioral-analysis based content planning, content optimization, email performance, mobile optimization, audience nurturing and social media marketing drove 38% audience growth; 30% improvements in email open and click rates, and better than 20% digital revenue growth in 18 months. See campaign examples here.
Digital Media Director, Dental Group
UBM Advanstar, North Olmsted, OH
As Digital Media Director for the $20M UBM Advanstar Dental Group, I led the integration of HubSpot marketing automation into DPR’s editorial platform and developed a strategic system to achieve unprecedented visibility into user behavior then leverage that data at the macro and individual user level to:
- improve content relevance, email performance and UX customization to grow the user base of pesonas desired by premium advertisers;
- grow web, email and social activity and engagement among those personas; and
- build an inbound marketing system for advertisers that blended seamlessly with our own content and triggered content marketing offers based on users’ real-time behavior and other advanced targeting tactics.
Results included 400% revenue increase in digital ad sales, 70% traffic increase in three years and inbound marketing programs that drove 35% conversion rates for leading US and global healthcare technology, materials and business services advertisers.
The marketing agency OverGo Studios was so happy with their results with the system, they turned it into a case study. See other campaign examples here.
While at UBM I was also a thought leader for HubSpot, where I blogged on inbound marketing and B2B publishing, spoke at the 2014 Inbound conference and helped the company develop its B2B publishing market strategy.
Editor & General Manager, Ottawa Delivered
Miller Group Media, Ottawa IL
As Editor and GM at Miller Group Media’s Ottawa Delivered, I led the launch and development of a community online news service and weekly newspaper that captured more than half of the community’s residents as subscribers and fans. I set the editorial direction and strategy, hired, trained and managed the staff and served as a community thought leader and the face of the brand through editorials, community involvement and networking with community business, political, religious, public safety and social service leaders.
Editorial Director, DentalCompare.com
Compare Networks, South San Francisco, CA
As Editorial Director of DentalCompare.com, I developed an editorial platform and influencer network that directly contributed to propelling a product search website into the fastest growing B2B media brand in its market, transitioning a Silicon Valley start-up with few roots in the dental technology market into a trusted industry media and marketing partner for global Fortune 500 companies.
Editorial Director, Dental Group
Advanstar Communications, Northbrook, IL
As Editorial Director for the Advanstar Dental Group, I directed editorial strategy and operations for the dental industry’s largest media brand, Dental Products Report ($20M annual revenue), as well as launching Modern Hygienist, which received the Jesse H. Neal Award for best launch and ended its first year as No. 2 in revenue and readership in a field of 6 publications.
Prior to these positions, I worked as a reporter and editor for several newspapers and B2B publications. More detail can be found on my Linked In profile.