Summary

As the VP of Product Marketing at TractManager, I had the privilege of overseeing brand strategy, digital marketing, and product marketing for a dynamic roll-up company. TractManager brought together seven distinct companies specializing in diverse areas such as credentialing, hospital contract management, capital equipment and supply chain management, and clinical evidence. While in this role I also contributed to its successful acquisition to symplr in January 2020.

I led the rebranding and brand consolidation efforts, successfully merging seven companies and 21 products into three verticals under a unified name. This streamlined TractManager's brand presence and facilitated alignment with revenue targets. It also introduced new enterprise solutions, creating upsell and cross-sell opportunities.

Leading a diverse team of over 15 members, as well as collaborating with agencies and contractors, I developed comprehensive product positioning, messaging, and marketing strategies. Simultaneously, I managed the marketing budget to maximize resources and deliver impactful demand generation.

To support TractManager's growth and topline, I initiated the transformation of digital marketing and implemented marketing automation capabilities. This included strategies to generate both inbound and outbound leads, contributing to the company's pipeline growth.

Additionally, I played a crucial role in launching new solutions, such as spend analytics, compliance monitoring, and provider management solutions. These successful launches resulted in three consecutive record-breaking quarters, highlighting my team’s ability to deliver innovative and impactful marketing programs in collaboration with sales.

Part of that success was recognizing the need for more effective storytelling through sales enablement. This involved creating collateral materials, training videos, scripts, and other sales communication support to empower the sales team and enhance their effectiveness.

Overall, as the VP of Product Marketing at TractManager, my contributions encompassed driving go-to-market strategies for provider solutions, overseeing rebranding and consolidation, enhancing digital marketing capabilities, managing a talented team, launching successful solutions, and empowering the sales team for optimal performance.