Case Study · Ustream | Senior Director of Marketing
Led product marketing, self-service acquisition, lifecycle, paid growth, enterprise demand generation, analyst relations, and brand repositioning.
Ustream was a live-video platform running two growth motions at once — PLG/self-service volume and enterprise sales — on its way to acquisition by IBM. I led marketing as Senior Director, managing a 20-person team and an $18M annual budget.
Self-service and enterprise motions competed for resources and told different stories; the company needed both engines running from one brand, one funnel architecture, and one marketing organization.
Product marketing, self-service acquisition, lifecycle, paid growth, enterprise demand generation, analyst relations, and the brand repositioning that unified the two motions.
A dual-motion growth system: PLG/freemium and self-service acquisition funnels for volume, enterprise demand generation and analyst relations for deal size, connected lifecycle programs, and a repositioned brand that made both motions credible to their respective buyers.
Managed a 20-person marketing team and $18M annual budget; aligned product, sales, and executive leadership through the IBM acquisition.
The 83% marketing-sourced figure anchors the proof strip on this site's homepage and the executive résumé available for download.