Go-to-Marketing | Content Marketing | Product Marketing | Partner Marketing
Go-to-Marketing | Content Marketing | Product Marketing | Partner Marketing
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Through The Channel Company (TCC), the preeminent marketing and content agency serving the B2B IT channel and technology ecosystem, I've architected and led go-to-market (GTM) programs spanning Fortune 100 hyperscalers, Global 100 ISVs, and emerging technology companies across cloud infrastructure, cybersecurity, data platforms, and industrial automation.
Operating as a strategic marketing consultant and GTM program lead, I partnered directly with GTM Leaders, Founders, Managing Partners, CEOs, CFOs, CROs, CMOs, VPs of Partnerships, and Alliance Leaders to design, deliver, and execute strategic partner network go-to-market programs.
This included close collaboration with Amazon Web Services (AWS), Microsoft, Splunk (now a Cisco Company), Cisco, Aspen Technology (now an Emerson company), Carahsoft, their global partner networks, and more. I've worked with over 100 Independent Software vendors ranging sizes and revenue thresholds up to over $100B+ ARR. The work I have done weathers organizational change and volatile, uncertain, complex, and ambiguous (VUCA) conditions, scaled across geographies.
The examples that follow highlight select engagements where I shaped strategic direction, orchestrated cross-organizational alignment, built, and delivered strategy and creative services.
Consulting &
Strategy
Program
Management
Project
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Business
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Financial
Management
AWS Partner Network & Marketplace Programs
I partnered with The Channel Company (TCC) to service Amazon Web Services (AWS) over five years to market AWS and activate emerging and growth-stage partners including independent software vendors (ISVs), System Integrators (SIs), and managed service providers (MSPs) across the AWS Partner Network. I focused on elevating the AWS solution suite across cloud infrastructure software, business applications, data applications, data products, IoT, and cybersecurity solutions. These efforts drove $220M+ in partner-sourced, AWS Sales validated pipeline in their first year, while reducing partner marketing activation cycles by 60%. Supporting The Channel Company's delivery to AWS, I designed and refined scaled go-to-market program infrastructure that enabled 80+ partners to move through alignment, planning, and positioning workshops to launched co-marketing campaigns that I both delivered and drove.
From building SQL-based financial forecast models showing revenue attribution across AWS and partner pipelines, to designing, building, and driving invite-only, gamified programs like AWS VIP MAP and AWS Game On, to conducting discovery and creating go-to-market (GTM) and co-sell playbooks, to designing and delivering GTM workshop programs scaling from 1:1 sessions to a multi-partner "School of Thought" events serving 24+ ISVs simultaneously, to managing a $4M+ MDF portolio - I have built the go-to-market, partner marketing programs that increase lead quality and pipeline velocity, and partner network engagement. My clients' and employers' competitors and counterparts adopt, adapt, and model the scale engagements that I have built with TCC and AWS.
Explore AWS Marketplace Private Offer Programs
Contributed project management support, messaging strategy, content strategy, and creative execution of over 30 self-service business operations videos that guided AWS Sellers and customers through fleAWS Marketplace Private Offers Program covering .
Accelerated GTM Activation with AWS and AWS Partner ISVs and Channel Partners
Working across AWS's global ISV and partner marketing organizations — with primary focus on enabling globally headquartered ISVs to penetrate and scale in the AMERICAS — I lead a scaled partner marketing, go-to-market, and creative strategy for an invite-only, go-to-market program built to support mid-to-late stage startups that have raised institutional funding, achieved product-market fit, and are ready to scale. Read more.
Splunk Partner Ecosystem & Platform Programs
I partnered with The Channel Company for four years during Splunk’s rapid cloud expansion, portfolio transformation, and its $28B acquisition by Cisco. I translated deeply technical platform capabilities into outcome‑driven go‑to‑market strategies that enabled enterprise and public‑sector adoption at scale and built the operating infrastructure that let distributed platform, field, and partner teams move in sync.
My work focused on getting cross‑functional teams market ready: designing org charts and interlock roles, drafting executive communications, and mapping decision‑making authority and responsibilities across Splunk business units (Cloud, Platform Solutions, Technical Strategy). I managed TCC’s Splunk marketing budgets, created communication plans across time zones and reorganizations, and produced presentation decks that kept global teams aligned through leadership transitions and the Cisco acquisition.
I supported senior GTM platform leaders and Partner Network Platform leaders across Splunk Cloud Platform, Enterprise, Splunkbase, Observability Suite, and Edge Hub—creating discovery playbooks, sales enablement assets, and partner launch kits that accelerated time‑to‑market for field teams, professional services, and partners. Working with distribution partner Carahsoft and a network of 13 managed‑service and consulting partners, I architected a joint GTM operating model for Splunk Edge Hub: discovery methodology, messaging and positioning frameworks, workshop curricula, and a marketplace deployment system - delivering and aiding the publication of the completed positioning packages on edgehubcentral.com ahead of the deadline across 12+ industries and five continents, achieving 100% readiness for Splunk .conf24.
Partner Activation - Splunk Edge Hub Central
See how joint messaging, enablement frameworks, and GTM strategy came together to support partner delivery of Splunk Edge Hub across global public sector, SLED, and industrial markets—featuring content, frameworks, and strategic program leadership developed to enable Splunk‑authorized delivery partners within the Carahsoft ecosystem.
Aspen Technology Partner Network & Program
I partnered with The Channel Company for four years to support Aspen Technology during the launch and growth of its AI Business Unit. I led strategy and coordinated execution across AspenTech’s partner ecosystem as the platform evolved and commercial partnerships scaled.
My work translated advanced analytics, optimization, and automation capabilities into clear, market-ready product and solution messaging for energy, manufacturing, chemicals, and infrastructure operators. I focused on elevating the AspenONE portfolio and shaping go-to-market positioning that resonated with industrial buyers.
I also helped build AspenTech’s partner marketing program and the underlying go-to-market infrastructure that enables AspenTech and its global GSI/VAR/MSP network to activate joint solutions across upstream, midstream, and downstream markets. I produced enablement assets—inclusive of sales plays, partner-facing, executive-facing, and customer-facing marketing and sales collateral, and campaign plans—that gave partners what they needed to engage buyers and drive adoption.
The result was a tighter, more actionable partner ecosystem: stronger product positioning, clearer joint-solution narratives, and practical marketing and enablement tools that accelerated partner-led engagement with industrial customers.
Powering Industrial Digital Transformation with AspenTech and Microsoft
See how joint messaging and value propositions, partner storytelling, and cloud-aligned go-to-market (GTM) execution come to life across the AspenTech–Microsoft ecosystem—featuring strategy, video, and content assets I led and delivered to support trust, adoption, and marketplace-led growth.
EXHALING, EXCELLING, AND SAILING FORWARD
EXHALING, EXCELLING, AND SAILING FORWARD
Progressively expanded partner marketing and GTM program budget for ONE program from $30k to $3.81 million
92%+ MDF UTILIZATION ACROSS AWS PARTNERSHIPS
13X marketing return on investment (mROI) FROM GTM-DRIVEN REVENUE
100+ ISV PARTNERSHIPS ACTIVATED in 5 YEARS
Upskilled junior and senior staff and leaders, contributing to organization wide promotions of associate and mid tier consultants, project managers, and directors
RECOGNIZED WITH MULTIPLE 'AGENCY RECOGNITION AWARDS'
Managed multi-channel growth campaigns generating 7.72M impressions across LinkedIn, Google, and programmatic display advertising.
$220m+ IN PARTNER DRIVEN AND INFLUENCED PIPELINE in ONE YEAR
*Prospecting clients and employers have the option to sign our NDA and/or share an NDA for us to sign ahead of our discovery calls so we can have an effective and productive conversation.*
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