Built the growth infrastructure for a two-sided marketplace from zero.
Context
VS Networks had grown organically through a strong outbound sales motion. I joined as the first marketing hire to accelerate that growth, building the team, systems and programs needed to create a scalable marketing engine.
What I did
Team & infrastructure
Built the Marketing team from one to five and put the infrastructure in place to scale, including HubSpot, CRM processes, segmentation, lead warming and inbound.
GTM & new markets
Built a repeatable GTM process for entering new verticals across segmentation, positioning, messaging and launch.
Demand generation
Built targeted email and vertical-specific campaigns that created demand beyond the existing outbound sales motion.
Sales & conversion
Built programs and processes that helped Sales convert demand more effectively while introducing self-service ecommerce for simpler transactions.
Example
Built vertical-specific positioning and GTM experiences to make a complex digital signage product easier to sell. For Ace Hardware, new segmentation and messaging increased AOV 18%.
VS Networks was later acquired by Spectrio, where the solution lives today.
Impact
Building the marketing function created a scalable growth engine beyond outbound Sales, opening new markets and accelerating recurring revenue growth ahead of the company’s acquisition.