VIVO Agency Website Redesign & VIVO Pro Content Hub

Motivation:

• Showcase VIVO’s strategic expertise through high-value, research-driven content

• Clearly articulate who VIVO is, what we do, who we serve, and our core capabilities—previously missing from the legacy site

• Provide prospects with free insights to demonstrate our healthcare marketing capabilities

Challenges:

• Outdated CMS required migration to WordPress and full integration with HubSpot for lead capture and content gating

• No existing framework to communicate VIVO’s identity, services, or value proposition—brand narrative had to be built from scratch

• Site creative and messaging needed to align with the refreshed brand promise

• Content architecture and persona framework required complete development

• 50+ video interviews had to be transformed into accessible, long-form content

• Required alignment of stakeholders across Strategy, Creative, Content, and Development teams

• Task ownership and delivery by department needed tight management to meet a four-month launch deadline

Overview:

Led the full strategy and execution of VIVO’s website redesign and the launch of VIVO Pro, a content hub designed to showcase the agency’s healthcare marketing expertise through exclusive, research-based thought leadership. The initiative established a clear brand narrative for VIVO and supported the agency’s positioning in MedTech, Pharma, and Consumer Health. I created the persona framework that shaped the site’s Prospect Experience (PX) and content structure, managed the end-to-end rebuild of the site including CMS migration, and collaborated with cross-functional teams to bring the new vision to life. AI tools were used to convert over 50 first-hand interviews into long-form, readable content. The project was executed in weekly sprints and delivered on time.

Success & Key Outcomes:

• Project launched on time within our four-month goal

• Weekly sprints used to manage stakeholder collaboration and task completion

• Built a scalable system for ongoing site updates and content expansion

• Established a strong foundation for multi-channel demand generation

SciSure Full-Stack Marketing Demand Engine

Motivation:

• Build a scalable, full-funnel demand generation engine to support rapid company growth

• Replace fragmented tools and processes with a unified RevOps and CRM ecosystem

• Improve lead quality, attribution, and forecasting for Marketing and Sales

• Enable consistent lead handoff between BDRs and Account Executives

• Support SEO, paid media, and lifecycle marketing with modern CMS and automation
  
  

Challenges:

• Legacy Salesforce and Drupal systems limited visibility, speed, and scalability

• Contact, company, and deal data required significant cleanup and normalization

• Website was not optimized for conversion or demand capture

• Marketing and Sales workflows were misaligned, creating funnel leakage

• Needed to migrate core systems without disrupting active pipeline and revenue

• Required buy-in and adoption across Marketing, Sales, Product, and Customer Success
  
  

Overview:

Led the end-to-end build of SciSure’s full-stack marketing demand engine, transforming the company’s go-to-market infrastructure. I migrated the organization from Salesforce to HubSpot CRM and from Drupal to HubSpot CMS, consolidating CRM, marketing automation, CMS, attribution, and analytics into a single RevOps platform.

I oversaw data hygiene across contacts, companies, and deals; redesigned the website to be conversion- and SEO-optimized; and launched HubSpot Marketing and Sales Hubs, including lead scoring, routing, and deal forecasting. I created lead magnets and nurture programs supported by SEO-driven content, and executed integrated campaigns across email, LinkedIn, and Google Ads. I also built a structured lead handoff system between BDRs and Sales Account Executives to improve speed-to-lead and pipeline quality.

Success & Key Outcomes:

• Increased client acquisitions by 218% through integrated demand generation programs

• Delivered Salesforce → HubSpot migration, creating a unified RevOps foundation

• Launched a lead-gen–optimized website and lifecycle nurture programs

• Improved MQL → SQL conversion and reduced funnel leakage

• Enabled accurate deal forecasting and clearer revenue attribution

• Established scalable systems supporting paid media, SEO, sales enablement, and growth

SciShield (SciSure) Sales Enablement & Revenue Acceleration Initiative

Motivation:

• Improve late-stage deal conversion by addressing financial justification barriers

• Equip Sales with tools that supported real buyer conversations, not just product demos

• Align Marketing, Sales, and Customer Success around a shared revenue objective

• Move marketing beyond lead delivery into direct pipeline influence
  
  

Challenges:

• Deals consistently slowed when prospects needed to validate ROI with finance stakeholders

• Sales lacked a standardized, data-backed way to quantify time and cost savings

• Marketing assets were not embedded into the sales process or CRM workflow

• Value articulation varied by rep, creating inconsistency in late-stage conversations

• Success needed to be measured in deal movement, not content engagement
  
  

Overview:

Led the strategy and execution of a sales enablement initiative designed to remove friction from late-stage healthcare SaaS deals. Partnered closely with Sales and Customer Success to identify where deals were stalling and why. Based on those insights, created a productivity survey and companion one-sheet that quantified time and cost savings using real customer data. The asset was embedded directly into the sales process and made a prerequisite for advancing deals from Stage 2 to Stage 3 in HubSpot. This ensured consistent value articulation, enabled finance-level conversations, and tied marketing output directly to pipeline progression.

Success & Key Outcomes:

• Asset adopted as a required deal-stage prerequisite in HubSpot

• Improved deal velocity through clearer financial justification

• Stronger sales confidence engaging finance and procurement stakeholders

• Marketing impact measured through deal stage progression and pipeline movement

• Clear alignment between Marketing, Sales, and Customer Success around revenue outcomes