Strategy & priorities

Set marketing priorities, brand direction, product messaging, campaign plans, and sales-enablement needs. Connect commercial goals with cross-functional execution and clear customer communications.

Budget ownership & investment decisions

Own SimplyTest’s promotional testing-kit sampling budget: track spending and usage, evaluate requests, and determine which opportunities warrant free kits. Bring event-performance analysis and investment recommendations to executive leadership.

Business measurement & decision support

Define the questions, KPIs, attribution methods, and reporting teams need to make commercial decisions. Connect customer activity, lifecycle performance, and event-sourced leads to subsequent testing volume.

Investor reporting & revenue forecasting

Select investor-facing commercial and financial metrics, develop projections, and build the dashboards that present them. Connect testing volume with revenue, cost of goods, and profitability, using historical testing pace to project future performance.

Strategy into execution

Translate business requirements into HubSpot architecture, data definitions, workflows, and dashboards across Marketing, Sales, Service, Content, and Operations. Establish usable processes, train team members, and refine the approach as business needs evolve.

Customer lifecycle

Behavior-based segmentation, onboarding communications, Account Manager introductions, customer education, recognition, re-engagement, and retention programs.

Connected journeys

Build branded email templates, multi-touch sequences, engagement-based follow-up, and reporting that connects outreach with customer behavior. Align Marketing, Onboarding, Sales, Account Management, and Support around the customer’s next step.

Brand expression

Visual identity, campaign concepts, product messaging, packaging, brochures, catalogs, presentations, booth graphics, digital advertising, and sales materials.

Hands-on creative depth

Adobe Photoshop, Illustrator, InDesign, and After Effects; scripting, screen recording, video production and editing; website and lesson-page design. WordPress, Squarespace, and HTML/CSS fundamentals.

Event investment strategy

Track performance across approximately 10–15 SimplyTest events annually. Defined the ROI methodology and attribution connecting events to leads and subsequent testing activity and volume. Analyzed results and recommended events to retain or remove from the 2026 calendar; final selection rested with the ELT and CEO.

Budgeting & delivery

At Vital Communications, coordinated and managed more than 10 events annually, including responsibility for an approximately $15,000–$30,000 annual budget for Las Vegas shows. Combine event planning, vendors, materials, promotion, and follow-up with performance evaluation.

Operating model & scaling

Designed SimplyTest’s customer service department approach, including analysis of support demand, inquiry categories, call and email routing, escalation paths, and planning for scale. Determine how the function should operate, then build the processes and infrastructure to support it.

Financial ownership & adoption

Own the phone-system budget and ongoing administration. Train team members on phone and ticketing systems, explain the supporting processes, and use service reporting to guide improvements. Combine cross-functional coordination with practical implementation and continued support.