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
Sales enablement & engagement
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