Project Description

Wearing Multiple Marketing Hats Through to Exit

I was the first marketing hire (employee #3) at a fledgling IT security startup that later identified a strong growth path selling a security service and trustmark to ecommerce merchants. It took about 18 months to iterate our positioning and messaging into a thing of marketing beauty. From there, it was about 3.5 years of excitement and late nights. McAfee acquired ScanAlert in 2008.

Through the journey, I did pretty much everything a startup requires of marketing to get attention, create interest, generate demand, support sales and minimize SaaS subscription churn. I was the first Global Director of Business Development where I managed a white-label security service delivered by Visa International in the LATAM and PacRim regions. I also headed channel marketing for the first two years, building a network across Europe, Asia and South America. 

As the company grew and our corporate and product marketing needs expanded, wearing three hats became a little too frantic. I handed off Biz Dev and Channel to others, concentrating solely on keeping the company’s profile high and ensuring our target market knew about the ROI of our service. McAfee’s acquisition was the end of a hell of a ride.



IT security services


Corporate/product marketing


Demand generation

Sales enablement & engagement

Revenue maximization

Business development & channel marketing

Customer support optimization


Led ScanAlert’s thought leadership; speaking at Search Engine Strategies, etc.

Content marketing: Produced The Digital Window Shopping Report

BD: Negotiated/managed Visa International partnership

PR lead: Generated >200 media placements

Events: Increased ROI of $300K budget YoY

Pirates of the Caribbean” promotion at IRCE highlighted by Exhibitor Magazine as lead gen genius

60% of Internet Retailer Top 500 sites became customers

Acquired by McAfee

Over 500 Leads for Under $2,000
Great trade show promotions
A Marketing Opp for Partners
Guerrilla Trade Show Marketing

“Always committed to the Big Picture, comfortable in fast-paced, collaborative team environments, yet able to thrive independently. An extremely fast learner with excellent interpersonal skills, he can easily build networks of business contacts and resources. If you’re looking for someone to plan and execute go-to-market activities, generate brand awareness, and start revenue flowing, he is an “out of the box” marketing pro who will make it happen.”


Inject Some Creative Magic Into Your Marketing


Is there a nagging voice in your head wondering whether your marketing ROI could be, well, higher? Perhaps you need an outsider to analyze your lead scoring, tweak your in-bound nurturing logic, or update what you’re saying and whom you’re saying it to.