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Sr Director, Corporate and Digital Marketing

Seattle, Washington, United States
September 23, 2017

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**** **** *** *, *******, WA ****8


Digital, Technology, Marketing Executive

An experienced technology and marketing executive, leader, and strategist that builds and leads great teams, platforms, programs and practices, enables big ideas and finds creative ways to execute them. Recent results include:

• Developed a digital content strategy that resulted in a 105%+ rise in inbound, organic traffic on corporate websites while reducing bounce rates 20%.

• 430%+ growth in technical community membership (300K+) while improving engagement through IA, content and gamification programs.

• Created an internal digital agency while turning around underperforming, separate teams improving agility, quality and efficiencies for product, solution and field marketing teams

• Initialized a Customer Experience and Optimization practice that led to 240%+ improvements in targeted landing page conversions and the redevelopment of the “Try F5” experience.

• Supported the successful launch of a digital global awareness campaign reaching 65M and engaging 85K targeted prospects.

Managed teams of up to 45 and controlled an annual budget of $10M+. Core Skills & Competencies

• Team Leadership

• B2B Digital Marketing

• Customer Experience

• Integrated Marketing

• Content Marketing

• Campaign Development

• Demand Generation

• Strategic Planning

• Go to Market Strategy

• Technical Community Development

• Ecommerce (product and subscription)

• DevOps, Agile Development

• Cross functional collaboration

• SEO, Optimization

• Saas, Iaas, Managed Services

• Advocacy and thought leadership

• Product Marketing


Relevant Experience

Sr. Director, Digital and Customer Experience / F5 Networks MAR 2017 – PRESENT

Responsible for new digital business models, go-to-market strategies and community driven customer cultivation strategies focused on frictionless product offers.

• Led the re-imagined “Try F5 Experience”, reducing trial downloads from 23 steps over 6 websites to a single page application.

• Developed subscription revenue business models for an F5 Marketplace.

• Developed use-case based marketing plans integrating inbound awareness, onboarding and community support

• Prototyped an F5 Marketplace.

• Established CX and Optimization practice improving targeted inbound campaign conversions by as much as 240%.

Sr. Director, Corporate Marketing / F5 Networks

NOV 2014 – OCT 2016 (INTERIM) MAR 2017 (ACTING)

Responsible for a Global Corporate Marketing team focused on F5's marketing campaigns, brand, creative, studio, community, digital marketing and optimization.

• Successfully merged four internal teams (brand/creative, digital, community, PMO) into a single in-house, digital agency improving efficiency and achieving an 89% on-time delivery rate.

• Supported the launched ‘We Make Apps GO’ global brand awareness campaign in five languages, reaching 65 million targeted users, driving 85K mid, senior and C-level digital engagements over 3 months.

• Launched ‘F5 Labs’ threat intelligence website in support of F5’s foray into security adjacency. Improving security awareness.

• Established common success metrics ad KPI’s across marketing teams aligning programmatic investments.

• Established forecasting and capacity planning models improving team efficiencies and quality. Director, Digital Marketing / F5 Networks

SEP 2014 – OCT 2016

Responsible for expanding F5's brand presence through digital marketing, community, innovation and audience growth through search, content and integrated marketing initiatives.

• Promoted to turn-around and underperforming web production and development team.

• Recruited top talent to expand or improve community, web production and web development.

• Relaunched on a solution focused content strategy in five languages on time and on budget resulting in a 105% increase in organic traffic and 20% reduction in bounce rates.

• Established Customer Experience and Optimization practice to drive data based decisions, A/B testing and user experience optimization.

• Led the development of an integrated, centralized translation engine expanding supported languages to siz while reducing translation times to two weeks and reducing budgets by 90%

• Reset information architecture and content volume on DevCentral (F5’s online technical community) driving membership growth 430%+ (to 325K members at last count).

• Re-establish MVP advocacy program through tiered gamification model for community members.


Sr. Manager, Digital Marketing Platforms / F5 Networks OCT 2013 – SEPT 2014

Responsible for delivering a global digital platform for customers, partners and clients for F5's global websites.

• Consolidated three corporate website platforms to one reducing technical debt and improving DevOps agility.

• Led the development of new platform capabilities that enabled the successful launch of programs like F5’s Newsroom (20% of traffic), F5 Blogs (10% of traffic) and Technical Articles

(25% of traffic).

• Integrated access and identity across all customer facing properties (formerly three separate registration/logins).

• Integrated community with marketing and support websites improving customer outcomes and cross site user flows resulting in DevCentral surpassing all other owned properties in organic traffic.

Manager, Online Community / F5 Networks

APR 2012 – OCT 2013

Responsible for feature development, online strategy and operations of DevCentral, F5 Networks online technical community.

• Hired and led top talent to expand platform and community capabilities and programs.

• Reset success criteria from time on page and pages per visit to engagement to engagement and time to answer.

• Led the development and successful implementation Question and Answer replacing Forum model which resulted in re-acceleration of stalled community growth.

• Achieved 90% answer rate within 24 hours from peers, 95% within 48 hours using F5 moderators

Community Platform Developer / F5 Networks

JUL 2011 – APR 2012

Responsible for the platform development of DevCentral, F5's online technical community

• Implemented F5’s first Software Development Lifecycle program

• Developed “secure coding” best practices in partnership with IT

• Implemented source control and branching strategies

• Developed user group functionality in support of field marketing efforts Co-Founder, VP Product and Marketing / Firstegg LLC FEB 2000 – JUNE 2011

Responsible for all aspects of marketing, product development and engineering for a Saas digital marketing and managed services platform in the recreational, marine and power sports industry.

• Successfully launched vertically integrated Saas including DM, CRM, mobile applications, online sales engagement services and online marketing programs to over 300 RV dealers

• Grew to 40% market share through integrated online and offline marketing strategies.

• Developed programs and teams to provide managed services to recreational vehicle and SMB markets.

• Automated 50% of the RV Industry online inventory through strategic integrations. 4

Practice Manager / Epicor Software

APR 1998 – SEP 2001

Responsible for a global software development team focused on software customization as part of Epicor’s professional services team. Responsible for billing $12.3M in revenue annually.

• Led a team of 35 developers, business analyst and project managers to deliver customized software solutions for Epicor customer such as BIG-O Tires, HILTI Corp and JVC.

• Developed best practices around team structures, field services integrations and customer service models that improved delivery and reduced chargebacks.

• Combated declining revenues by expanding team service offerings into ecommerce and CRM solutions.

• Developed Ingram Micro integration as a through-channel sales play. Resulted in several successful $1M+ sales globally.

Director of Information Technology / The Foreside Company AUG 1994 – MAR 1998

Responsible for all aspects of Information Technology and business systems.

• Successfully implemented ERP software including Accounting, CRM, Order Management and Warehouse Automation within a one year timeline and $750K budget.

• Leveraged data analysis to identify and correct significant supply chain inefficiencies.

• Created gamification tools to incentivize distribution center team members to meet or exceed shipping and revenue goals.

• Created inventory forecast algorithms to provide CSRs real time product availability estimates and improved real time inventory accuracy to within 99%.

• Led a 24/7/365 support organization for 120 users. Education

Engineering/Business School / University of Massachusetts, Lowell 1988 - 1991

Focused on Mechanical Engineering for two years, then pursued Business for one. Left to pursue a career in aviation.

Commercial Pilot Rating/ Eagle East Aviation

1991 - 1992

Achieved private, instrument, multi-engine and commercial pilot ratings within six months. Became a bush pilot in mid-coast Maine shortly thereafter.


Hiking, paddling, sailing around the Pacific Northwest, being an Uber driver for my children, serial remodeler and fixer of things.

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