B2B Demand Generation & Growth Leader · Forbes Media
I built Forbes' B2B demand engine from a blank slate into eight figures of marketing-influenced revenue. A hands-on operator who'd rather ship the lifecycle than write the deck about it — quietly doing the job three teams should be doing.
Marketing-influenced revenue, grown from zero over a decade at Forbes — measured the conservative way, through Salesforce contact-role attribution. Conversion rates climbed roughly 2.5× along the way, on the back of tighter capture, smarter nurture, and cleaner routing.
Multi-business-unit portfolio. Lean team of two.
Stood up Forbes' demand generation function from scratch (paid media, email, landing pages, nurture, funnel reporting), then scaled it into eight figures of marketing-influenced revenue across advertising, sponsorships, research, insights, self-service, and Forbes Vetted.
Salesforce · Pardot · Marketo · BlueConic · LookerOperationalized Forbes Connect on BlueConic as the connective tissue between audience and pipeline: behavioral segmentation, on-site dialogues, progressive profiling, and lifecycle routing into Pardot and Salesforce. The shift from pageview-based to identity-based monetization, in production.
BlueConic · Pardot · Salesforce · Identity-based monetizationArchitected enterprise lead-gen programs across multi-tier products, integrated content-research-retargeting partnerships, and recruitment-platform integrations. Multi-channel orchestration with CRM-ready delivery. Marketing as a revenue-bearing product line.
Multi-channel orchestration · CRM-ready deliverySet the vision and structure for Forbes' demand-gen operating model: lifecycle standards, prompt libraries, QA checklists, governance. Built the custom ChatGPT Enterprise GPTs alongside it that compress campaign work from days to hours.
Operating model · ChatGPT Enterprise · QAA content-led B2B program built from audience insight, research-backed assets, and multi-channel distribution. Delivered roughly twice the baseline conversion rate against control. The content was the product; the funnel was the proof.
Content-led B2B · Audience insight · LP optimizationBefore demand-gen, the audience side: scaled the Under 30 Summit to 10,000-plus attendees, launched a startup hub from zero, and ran a ~$500K budget across paid media, events, and international expansion.
Audience development · Event marketing · GlobalThe architecture under the funnel. Four layers, one profile, in motion. Each layer below, I've built and run in production. Behavior becomes identity, identity becomes intent, intent becomes pipeline.
Behavior captured at scale across editorial, product, and event surfaces.
Anonymous behavior resolves into a known profile via on-site dialogue and progressive profiling.
Segment-aware nurture, intent scoring, and a clean handoff to sales with the metadata they need.
Named-account opportunity, contact-role attribution, revenue tied back to source. Conservatively tracked.
A small gallery of pitches, landing pages, and tools I built. Scrubbed of client identifiers, otherwise the actual artifacts. More coming online as they get scrubbed.
Hands-on operator. Known for doing more, with less.
since 2015
One company. Five titles. Promoted from media planner to the executive who runs B2B demand for the entire portfolio, by learning every floor of the building before owning the strategy on top of it.
Own B2B demand across advertising, sponsorships, research, insights, self-service, and Forbes Vetted. Multi-BU portfolio, lean team of two. Authored the centralized top-of-funnel strategy that shifted the business from pageview-based to identity-based monetization.
Launched Forbes Connect on the BlueConic CDP. Shaped the DG Operating Playbook and built the AI tooling alongside it. Architected enterprise demand programs for major B2B partners.
Established Forbes' demand-gen foundation: paid media, email, landing pages, nurture, funnel reporting. Owned Forbes8 B2C lifecycle. Self-taught HTML/CSS to ship when design and engineering bandwidth wasn't there.
Scaled the Under 30 Summit audience to 10,000+. Launched a startup hub from scratch. Ran a ~$500K budget across paid, events, and international.
Started by learning how media is actually sold. How opportunities move, how marketing enables the close. The foundation everything since has been built on.
I'm a hands-on growth leader who would rather build the system than write the deck about the system. A decade at Forbes turning audience into pipeline taught me that the operators who quietly ship (the lifecycle, the CDP wiring, the actual email that goes out on Tuesday) are the ones the strategy ends up depending on.
I'm a BBA and MBA out of Ithaca College. I taught myself HTML and CSS when design bandwidth ran out, and now I'm an early adopter of AI tooling for the same reason: because the work needs to ship.
Off the clock you'll find me skiing, hiking, or snowmobiling, usually with my family in tow. I work on cars, build things with my hands, and run a small hobby farm. A useful counterweight to a job spent staring at funnels.
The pattern, end to end: more leverage from less surface area. Smaller teams, sharper systems, work that reads cleanly on a Monday-morning report and a quarterly board deck alike.
Tooling is a means, not a religion. Here's the kit I reach for, and the disciplines underneath it.
Based in the New York metro. Always happy to talk shop on demand generation, growth, and lifecycle architecture — or just to swap notes. Drop a line; I usually write back the same day.
