My CV

Professional History

Lansweeper, VP Global Channel Partners January 2020 – present

Primary responsibilities include creating and launching channel partner program, expansion of global channel organization; leading internal culture change from direct-sales led to channel-sales led; streamlining sales processes and increasing revenue.  Built channel sales organization from $79,000 to over $7M annually and pacing to exceed $12M this FY. As first woman on Executive Leadership Team (ELT), I have driven positive corporate programming, specifically encouraging and advancing women leaders’ success company-wide.

• Grew global team from 4 to 15 direct reports including regional channel managers, program managers, sales operations, marketing, and sales & technical enablement for partner community
• Significant expansion of global channel sales organization with consistent growth metrics across all KPIs: 85% YoY growth in new logos and increased enterprise sales deals by 54% YTD 2022; delivered ACV growth of 81% in FY20 and 120% YoY in FY21.
• Successful design and launch of Women in Leadership program, with 75% participation of eligible company applicants
• Identified and implemented platforms and tools required to support a holistic partner program including a PRM system, incentive & MDF platform and enablement platform.
• Built models and programs for partner onboarding, training, sales, co-marketing, and pipeline management

Microsoft, Movere CRO October 2019 – December 2019

At Microsoft for a short transition period to oversee the integration of Movere partners and customers into the Microsoft ecosystem.

Movere, Chief Revenue Officer                                           September 2018 – October 2019

As the head of sales & marketing of this SaaS company, my primary objective was to exceed revenue expectations to position the company for acquisition.  My responsibilities included setting the sales and marketing strategy to activate channel and influence enterprise customers. Developed team of marketing, sales operations and technical sellers to support channel partners in effectively driving subscription sales.  Developed strategic partnerships with key technology companies and global SI’s to offer differentiated solutions and GTM’s.

Success in role: 

• Built and nurtured a team of marketing, direct sales and channel managers to drive financial growth for company
• Created sales and marketing strategy & built forecasting models to accurately predict revenue mix of SKUs required to hit sale targets
• Managed strategic customer relationships with Amazon Web Services Enterprise Workloads team and Microsoft Cloud Economics team, as well as global partnerships with SoftwareONE, SHI and Insight
• Doubled annual subscriptions YoY by end of H1 and drove 117% YoY growth by end of H1
• Developed five strategic GTM’s and onboarded over 20 global MSP’s and SI’s into the ecosystem

Klein & Co, Inc., Founder & CEO                                                           January 2007 – November 2018

Klein & Co’s mission was to provide insightful, strategic and creative marketing to influence and activate our client’s customers.  Partial client list includes: Amazon (FBA), Barracuda Networks, SAP Concur,  Microsoft, Bill & Melinda Gates Foundation, New Relic, Novartis Diagnostics, Mercy Corps, Skytap, and Momentum ABM

Noteworthy projects: 

• Amazon’s Fulfillment by Amazon (FBA) and Sponsored Products team needed an annual integrated campaign strategy and nurture plan for three FBA audience segments; I developed a thorough customer journey from awareness to trial, all positioning and messaging, integrating multiple tactics from email to video to digital advertising and the development of Grow Magazine, an online destination to inspire, educate and inform FBA sellers.  Managed agency team developing creative and was final approver on all deliverables.  The messaging delivered through digital ads in this campaign generated the highest click-thru rates ever (0.39%) on Seller Central, Amazon’s internal portal for sellers. 
• When Barracuda Networks was launching their Amazon Web Services offering in marketplace, they needed to understand the cloud-buyer.  I developed primary research that targeted 4,000 cybersecurity workers from CISO’s to managers to gain insights that would help inform their marketing.  I created data-based audience personas, behavioral insight into purchasing patterns  and guidance on how to reach their target audience effectively.
• Mercy Corps recently received their largest, single grant in history: $10MM from Cisco.  Part of the grant was earmarked to launch a field technology pilot program that would put resources into the field to help facilitate faster, better, measurable support to the greatest number of program recipients.  I was hired to define and bring this program to market. I designed a primary research study to understand needs in the field and combined that with a vision document and insights from key stakeholders at Mercy Corps.  I built their Field Technology Pilot Program in fewer than 6 weeks and delivered a program-in-a-box inclusive of an engagement playbook, request evaluation model, grant request forms, and an executive communication deck for the team to leverage over the next three years.
• Momentum ABM was in need of a seasoned strategist who could easily slip into role and engage senior level executives for their client, State Street Bank, to deliver results in a short period of time.  My work involved dozens of interviews with senior level executives from around the world, competitive analysis, product knowledge transfer and synthesis of hundreds of pages of background information into positioning and messaging frameworks and customer-facing slideware on four corporate themes and six products for a single client in fewer than three months.

Consulting at Microsoft Corporation                                                   December 2006 – January 2018

For eleven years, I held a wide variety of consulting positions in marketing & operations at Microsoft across multiple business groups – from Azure Product Marketing to Developer Platform & Evangelism and several in-between.  The below highlights a few examples of the results I’ve driven for Microsoft as a consultant. 

Marketing & Online (M&O) Outbound Sales Generation Center       The M&O business group wanted to launch a new One Microsoft outbound 0-20% sales generation call center (SGC) in September of 2014. When I was brought on in July, the team had an idea and 3^rd party vendor in place but needed a full-time program manager to develop the operational guidelines, engagement processes, capacity and revenue forecast models, reporting parameters, and internal tools required for marketers across all MS segments and BGs to successfully leverage this resource and maximize their ROI.  Leading a cross-functional work team, we launched the sales generation center within three months.  My ongoing responsibilities included internal evangelism and marketer training to drive usage, executive communications and CVP-level monthly business review reporting, and day-to-day management of the SGC.  Nine months after launch, the SGC hit its target revenue number, influencing $25MM in sales.  Work completed July 2015.  

Azure Product Marketing – ExpressRoute                                                                                      In July of 2013, the Azure product marketing group was preparing to launch ExpressRoute, a new service offering a private connection between its data center partners and enterprise companies.  By partnering with Equinix, TeleCity Group, British Telecom, SingTel, Telstra, Verizon, and AT&T, the Azure team was looking to drive adoption of their new service with joint customers.  I was brought on as the sole partner marketing lead to collaborate with partners and develop GTM programs that would influence the adoption of ExpressRoute.  Working with VPs and CMOs, I designed and managed campaigns that increased awareness and drove demand for this new service.  Within one year, I delivered over a dozen global campaigns driving adoption of ExpressRoute with ~50 enterprise organizations.  Work completed July 2014.  

Developer & Platform Evangelism – Azure GISV Partner Marketing                                                     GISV partner marketing was ad hoc when I joined the Azure GISV partner marketing team. Realizing that to scale the business, a formal structure was needed, I was asked to develop the Azure Marketing Engagement Model for the partner ecosystem.   While managing existing GISV relationships, I spent three months gathering input from cross-functional stakeholders from the field, legal, BDM’s, Microsoft leadership and partner executives to understand business needs and capabilities then developed a three-tiered model that detailed how we would engage across the ecosystem from breadth marketplace partners to top-tier global ISVs.  Simultaneously, I directly managed relationships with 12 top-tier GISVs to deliver marketing activities that generated over $36MM in pull-through revenue per partner within 9 months.  Work completed July 2013.   

Developer & Platform Evangelism – GISV Partner Marketing                                                One of three partner marketing managers at the start, I was the last marketing manager remaining on the team six years later.  Working in partnership with business development managers internally, I managed the marketing-side of our relationships with over 30 GISVs, I was responsible for developing and delivering GTM campaigns in partnership with GISVs to influence over $450MM in pull-through revenue annually for an average ROI of 15x our marketing investments.  Engagement from December 2006 – July 2012.   

Career Prior to Founding Klein & Co

Microsoft Corporation, MSN Marketing Communications, August 2003 – August 2006

Seattle’s Best Coffee, E-commerce Marketing Manager, June 2002 – August 2003

Hardware.com, Marketing Manager, June 1999 – June 2001

Venture Law Group, Legal Assistant, June 1997 – June 1999

Education & Awards

• M.A. candidate 2020, Communication & Leadership, Gonzaga University.
• B.A. in Organizational Management, Magna Cum Laude, Northwest University, 2001.

• Telly Award winner for executive production of Microsoft Global ISV partner video: Infor & Mohawk Fine Papers, Microsoft, 2008.
• Great People, Great Performances & Quarterly Recognition Award, Microsoft, 2004.
• Gold & Silver Award Winner, Phi Ro Pi Forensics (collegiate public speaking) Competition, 1993 & 1994.

Some of my favorite projects

• Created and produced “A&O Live!” a talk show style, televised, quarterly all-hands for the Corporate Vice President of Advertising & Online at Microsoft; client was recognized with top SMSG award for work
• Led Microsoft & ISV joint marketing strategy, planning and budget management with over 30 global software leaders including Intuit, CA, Esri, CDC Software, CommVault, Teradata  and others, resulting in tens of millions of dollars in pull-through revenue for Microsoft. 
• Invented and launched Polly™ Foot Primer in Spring 2010.  Polly is a clear, odorless and greaseless balm that is applied to the bare foot and acts as a barrier between the foot and shoe to prevent blisters.  Polly is currently sold online and in box-retailers nationally, and has been featured in Marie Claire, ELLE Magazine, the Zoe Report and others.  http://www.iheartpolly.com.
• Created eight different MSN® sales & retention campaigns, and branded programs for over 6,000 customer support agents in 10 countries.  Core incentive program resulted in savings of $3.5MM to Microsoft within first six months.  Recognized with “Great People, Great Performances” award from Microsoft for this work.
• Re-branded Oakland Unified School District visual identity and positioning, Northern California’s third largest urban school district.  Developed brand guidelines and first-ever broad-reach advertising campaigns.