Resume

VP Marketing

I joined Virdee nine months after its founding and lead all things marketing for a fast-growing hospitality technology SaaS startup as part of the executive leadership team. Having led marketing through the company's growth from 10 to 50 employees as well as series seed and series A funding rounds, I've been through periods of growth and cost cutting.

At the beginning, we didn't have a sales team. I created the first pitch deck, pitched clients, established pricing guidance for new sales hires, and started the global reseller partner network. Along the way, I set brand standards for the growing company, ensuring we had basics like email signatures, a letterhead, and a structured marketing repository where teams could find what they needed. As we grew, I automated our NDA and contract process to ensure accountability. 

As Virdee grew and our sales approach coalesced towards targeting large corporate clients, I moved away from just PowerPoints and created webpages that were customizable to each target and, most importantly, trackable. When we didn't have the budget, I taught myself how to edit videos and provided our sales team with customized video content using target logos and colors. 

My areas of responsibility are broad and all-encompassing: advertising, media, social, email, SEO, website development, PR, sales operations, design, partner relationships, and agency relationships. As one of the first employees, also led other initiatives including transitioning to new CRM, setting up 401k and HSA options, and identifying areas of operational cost savings.

Key Achievements

• Generated $5M+ in annual recurring revenue from marketing-qualified leads and brand-driven inbound pipeline.

• Led complete brand refresh and website redevelopment post-Series A, increasing engagement and conversion rates by over 3x.

• Reduced marketing spend >60% by internalizing creative and web production while accelerating campaign delivery.

My time at Dell spanned rolls from B2C to enterprise and from direct sales to channel services. As a consumer and small business brand manager, I ran the laptop business for all of dell.com. What the standard resume doesn't show is that I also volunteered to take on the desktop business for a period of six months after the brand manager for that segment departed, leaving a gap. During my tenure, we went through the Windows XP EOL and the resulting demand pull-in as well as the EOL of an entire product line. 

In all of the roles, I found ways to optimize processes for improved accuracy with less required effort. From teaching myself macros in a day to automate URL redirect checking for a website launch to putting a new structure in place for tracking our sales offers and the impact price moves had on unit sales, I always found a way to improve on the way it "just always had been done."  

My experience at Dell goes back to my MBA internship, where I was given the task of figuring out how to best reduce the cost of 200K annual units of retail returns, which were refurbished and resold. The key was the Windows license, which I was told we couldn't get a refund for from Microsoft. However, no one had thought to challenge that assumption. This was a key part of my proposal that ended up saving the business $60M per year. 

Merchandising Director—Global Channel Services | 2018 – 2021

Spearheaded global channel services strategy, introducing in-depth performance reporting and rationalizing service offerings. Elevated team members to leverage their skills for special projects, e.g. streamlined pricing interface.

Key Achievements

• Increased revenue by 15% in the first year through product rationalization

• Achieved 30% offer reduction and 80% global offer uniformity through rationalization program

Pricing Manager—NA Pricing Optimization | 2015 – 2018

Led the development and deployment of a commercial dynamic pricing model, managing the governance framework post-launch, developing unique sales incentives, ensuring alignment across teams, and developing sales training.

Key Achievements

• Pricing model resulted in 80% of sales falling within guidelines vs 20% previously

• Established sales rep champion program to serve as team expert and accelerate internal buy-in

Merchandising Brand Manager—NA Consumer and Small Business Laptops | 2010 – 2015

Owned $1.2B online laptop business through numerous leadership changes, 50% headcount reduction, and product transitions. Set promotional offers across print and digital, managing to financial and inventory targets.

Key Achievements

• Achieved up to 40% revenue growth for consumer and 16% margin growth for commercial laptops

• Automated site deployment workflows, cutting launch time and headcount requirements each by 50% 

Senior Consultant

Performed financial due diligence for variety of clients. Took lead on Europe-wide risk-management program, meeting with representatives across the continent to develop program and then trained entire Vienna firm. I gained a thorough understanding of company financials and financial analysis. 

Spent one year working at kindergartens in Vienna as part of my civil service responsibility as an Austrian citizen. 

Master of Business Administration, Marketing and General Management, 2010

University of Virginia, Darden Graduate School of Business Administration | Charlottesville, VA

Bachelor of Arts, Economics and German Literature (High Honors), 2004

University of Michigan | Ann Arbor, MI