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Resume

HELLO, I’M CAROL.

I’m a VP/SVP marketing and growth leader who builds revenue-aligned GTM and demand engines: strategy, operating discipline, and teams that produce measurable pipeline and revenue impact.

I’m typically brought in at inflection points: stalled growth, rising acquisition costs, fragmented GTM, weak funnel visibility, or marketing teams generating activity without enough business impact. I fix the growth mechanics: attribution and reporting, lifecycle and nurture, campaign structure, and the alignment between marketing and sales.

Proven outcomes include 300%-600% demand growth, 88% SQL conversion, up to 80% acquisition cost reductions, and $25M+ budget leadership.

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VP / SVP MARKETING
REVENUE GROWTH, GTM & FULL-STACK MARKETING LEADERSHIP

Marketing executive who turns disconnected marketing into a disciplined growth engine. Aligns brand, messaging, demand generation, lifecycle, reporting, and sales to increase pipeline, improve conversion, and make marketing investment work harder in complex, high-consideration markets.

CAREER ACHIEVEMENTS SNAPSHOT

Rebuilt underperforming marketing functions into revenue engines, delivering 300% to 600% demand growth while reducing CAC 75% to 80%.
Managed $25MM+ budgets and redirected investment from brand-heavy activity to disciplined, revenue-focused demand.
Generated 125K+ annual leads and achieved 88% SQL conversion by tightening segmentation, lifecycle strategy, and sales alignment.
Built the GTM infrastructure and operating discipline that helped organizations scale pipeline and strengthen acquisition readiness.

PROFESSIONAL EXPERIENCE

Vice President, Marketing (contract) | Verity Credit Union | 2025 – 2026

Engaged to rebuild marketing as a more revenue-aligned growth function within a CDFI facing aggressive targets and financial constraints.

Delivered a 30-60-90 day stabilization plan and identified gaps in attribution, vendors, and cross-functional alignment.
Built tools and processes to support more strategic GTM, campaign development, and performance tracking.
Developed annual marketing strategy aligned to enterprise growth goals and executive priorities.
Shifted marketing from reactive intake to a KPI-driven operating model with stronger reporting and accountability.

Vice President, Marketing | Alliant University | 2020 – 2024

Hired post-acquisition to rebuild marketing at a graduate-focused university during a critical turnaround period, leading demand generation, digital modernization, and growth strategy with a $12M budget.

Boosted lead volume 300% and reduced cost per lead 75% through segmentation, CRO, and performance optimization.
Rebuilt a fragmented marketing function into a more disciplined, scalable operation spanning staff, agencies, contractors, and emerging technology.
Transformed the website into a lead generation engine through SEO, local search, and CRO.
Led growth and expansion strategy for new programs and markets.

Vice President, Marketing | LPL Financial | 2018 – 2020

Led advisor acquisition marketing during enterprise digital transformation at the nation’s largest independent broker-dealer.

Increased lead volume 40% and reduced acquisition cost 80%.
Improved SQL conversion to 88% through lead scoring, persona strategy, and tighter sales-marketing alignment.
Built nurture and lifecycle programs to strengthen engagement and sales velocity.

Associate Vice Chancellor, Marketing | National University | 2012 – 2017

Led enterprise marketing strategy for a nationwide, multi-brand university system during digital transformation and enrollment growth, with responsibility for a $25M budget.

Led media transformation to a digital-first model, generating 125K+ annual leads, increasing lead volume 22%, and reducing cost per lead 19%.
Built a more integrated marketing function across lead generation, media, creative, and operations.
Improved conversion 30%+ through journey strategy, funnel optimization, and marketing infrastructure modernization.

Vice President, Marketing | MIR3, Inc. | 2009 – 2012

Built GTM strategy, demand generation, and sales enablement in support of acquisition positioning for an enterprise SaaS company.

Increased lead volume 600% while reducing spend through content-driven inbound strategy.
Reduced speed-to-lead from days to minutes through Salesforce integration and structured lead handoff.
Secured Gartner Magic Quadrant placement and major industry recognition.

Senior Manager, Marketing | Websense | 2004 – 2009

Led global demand generation and brand transformation as the company expanded from web filtering to enterprise cybersecurity.

Delivered 400% ROI on new business and 4,600% ROI on renewals through targeted demand generation.
Led enterprise website redesign, increasing web traffic 180%.
Led global rebranding and post-acquisition integration during rapid growth.

EARLY CAREER

Built a foundation across healthcare marketing, digital production, enterprise sales support, and complex cross-functional delivery, including enterprise RFP leadership and large-scale stakeholder coordination.

EDUCATION

Seton Hall University, South Orange, NJ
Bachelor of Arts in Communication | Minor: Advertising Art | Certificate in Business | Cum Laude

CORE SKILLS AND TOOLS

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CASE STUDIES

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