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Resume

HELLO, I’M CAROL.

I’m a CMO and full-stack marketing executive who builds engines that actually drive growth—strategy, systems, and teams that perform.

When marketing isn’t pulling its weight, I step in to fix what’s broken. I lead demand generation, GTM strategy, brand architecture, and revenue alignment across complex, high-consideration markets. Whether in an executive seat or consulting on transformation, I bring sharp insight, operational depth, and a track record of serious outcomes: 300–600% lead growth, 88% SQL conversion, and $25M+ budgets.

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CMO | FULL-STACK MARKETING LEADER | DEMAND GENERATION, GTM STRATEGY & PIPELINE GROWTH

CMO with a record of 300–600% lead growth, 80% CAC reduction, and $25M+ budget ownership across complex, high-consideration markets. Brought in to transform underperforming teams, modernize strategy, and align marketing with revenue goals. Known for leading GTM strategy, scaling demand engines, and delivering pipeline results across SaaS, fintech, healthcare, education, and other regulated sectors.

CAREER ACHIEVEMENTS SNAPSHOT

Scaled lead growth 300–600% while reducing CAC by up to 80% across SaaS, financial services, and regulated markets through segmentation, channel mix optimization, and funnel automation.
Owned and optimized $25M+ budgets to drive pipeline velocity, operational efficiency, and revenue expansion.
Increased SQL conversion to 88% by aligning GTM strategy with sales, product, and automation.
Repositioned brands for expansion and acquisition through persona-led GTM strategy, multi-channel orchestration, and full-funnel revenue marketing.
Scaled inbound pipeline through content strategy, SEO, and conversion-focused nurture, driving 30% growth in organic leads and strengthening mid-funnel performance.
Transformed underperforming teams into high-output growth engines through org redesign, performance culture, and executive alignment.

PROFESSIONAL EXPERIENCE

Vice President, Marketing | Alliant | 2020 – 2024

Hired post-acquisition to accelerate revenue growth following a financial turnaround; owned $12M budget and led marketing strategy in a regulated, high-consideration market with long sales cycles and high-LTV customers.

Scaled lead growth 300% and reduced CAC 75% via advanced segmentation, CRO, and predictive modeling.
Modernized marketing tech stack—Marketo, SMS automation, AI content workflows—increasing output 30% with the same headcount.
Designed 12–18 month nurture journeys with 20+ touchpoints across 5+ internal stakeholders, increasing conversion rate and shortening time to close.
Launched SEO and content strategy, achieving 40K+ first-page rankings and 30% increase in organic leads.
Led GTM and positioning for multiple service expansions, exceeding revenue targets within first year of launch.
Repositioned marketing from a support function to a strategic growth engine.

Vice President, Marketing | LPL Financial | 2018 – 2020

Recruited to increase marketing efficiency and lead quality during a digital overhaul at a $5B public financial firm; led acquisition marketing, performance media, automation, and pipeline acceleration under aggressive growth pressure.

Scaled performance marketing and data infrastructure to support $5B+ AUM growth goals during digital transformation initiative.
Drove 40% lead growth and cut CAC 80% via lead attribution, paid search, and automation.
Increased SQL conversion 88% by optimizing lead scoring and sales-marketing alignment.
Refined advisor personas and customer journeys, improving engagement and increasing lead conversion rates.
Executed ABM strategy for high-value advisors, integrating automation to accelerate pipeline and deal closure.

Senior Vice President, Marketing | National University | 2012 – 2017

Brought in to lead national expansion and shift from brand-led marketing to digital demand generation; directed $25M budget, GTM strategy, and full-funnel execution across 150+ offerings in a saturated, multi-stakeholder market.

Generated 125K+ leads a year, increasing pipeline 22% and reducing CAC 19% through integrated channel strategy.
Built digital infrastructure—Eloqua, MAM platform, and workflow tools—to scale production and launch velocity.
Drove 30%+ lift in conversion through persona-based journey mapping and funnel optimization.
Led national expansion and brand strategy, including multimarket A/B testing, national sponsorships, and events.
Expanded social reach 400%+ with high-engagement content aligned to segmentation and reputation goals.

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

First marketing executive hired to build GTM strategy, infrastructure, and analyst recognition in support of a planned acquisition; developed pipeline programs, demand systems, and brand repositioning in enterprise SaaS emergency mass communications.

600% lead growth and 65% increase in contact rates, positioning the company for acquisition.
Reduced speed-to-lead from days to minutes by optimizing CRM and refining the sales process.
Secured Gartner Magic Quadrant placement and industry recognition (INC 500, Deloitte Fast 500).

Senior Manager, Marketing | Websense | 2004 – 2009

Led global demand gen and brand evolution as the company evolved from web filtering to a full cybersecurity platform; drove digital strategy during 3x revenue growth from $100M to $350M and multiple acquisitions.

Delivered 400% ROI on new business and 4600% ROI on renewals through targeted demand gen.
Led global rebranding and post-acquisition integration, earning press praise for market positioning.
Increased web traffic by 180% through a corporate website redesign and SEO strategy.

EARLY CAREER

Led Digital Transformation: Digitized two ad agencies, built a digital catalog studio for a major fashion brand, and transitioned a Fortune 500 headquarters from Mac to PC systems.
IT Infrastructure & Technical Training: Managed LAN/WAN operations, optimized processes, and trained teams to ensure seamless tech transitions, including global continuity for a Fortune 50 oil services company.
Dot-Com Startup Growth: Opened a new office for a dot-com startup in Philadelphia, establishing sales processes and driving market growth.
International Market Expansion: Drove European market entry for a clean energy startup, securing strategic partnerships and developing a competitive foothold.
RFP & Negotiation Leadership: Led complex RFP responses for Comcast, overseeing large telecom and government projects, and sharpening high-stakes negotiation and contract skills.
Creative Strategy & Design: Launched my career as a graphic designer in agencies, blending creative vision with emerging technology to develop high-impact campaigns that elevated brand presence and client engagement.

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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