What I Do
I’m a global marketing leader with 15+ years of experience driving strategic growth across enterprise publishing, analytics, and technology organizations — including 9+ years at Elsevier supporting academic & government markets.
My focus is audience-led and marketing demand strategy: defining which institutions and stakeholders matter most, embedding segmentation into planning processes, and aligning marketing investment to priority accounts across APAC, EMEA, and North America.
At Elsevier, I’ve led initiatives across the full customer lifecycle
Scaled the global SciVal Certification Program, influencing $20M+ in revenue engagement and strengthening renewal performance
Drove 28% YOY submission growth and 36% YOY download growth for SSRN preprints
Secured Malcolm Gladwell as a strategic thought leadership influencer for SSRN, executing a campaign that increased LinkedIn followers by 800+
Spearheaded the global ALF Narrative High Performance campaign, delivering 59% engagement across target accounts (vs. 30% goal)
Built account engagement reporting frameworks connecting marketing activity to pipeline influence and segment-level uplift
I partner closely with Product, GTM, Regional Marketing, Sales, and Analytics teams to ensure strategy is insight-led, audience-first, and measurable. I thrive in complex, global environments where segmentation, prioritization, and cross-functional alignment drive impact.
Core areas of expertise:
Audience Segmentation | Academic & Funder Markets | Institutional Tiering
Go-to-Market Strategy | Lifecycle & Retention Marketing
Pipeline & Engagement Analytics | Thought Leadership Campaigns
Global Marketing Operations | Agile & Scrum Leadership
I’m passionate about helping research institutions, academic leaders, and funders navigate the future of evaluation, impact, and data-driven decision-making.
It's my mission to make the target demographic react! And, I'm always up for the challenge to achieve great things with a little twist of imagination and inspiration.
TRADITIONAL MARKETING
From radio, tv, email to direct mail, print, to digital advertising, I create the marketing strategy, manage the creative, and deployment.
SOCIAL MEDIA MANAGEMENT
Online reach is very important. Engaging with your current customers and prospects is also vital to your business. A well connected social circle gets people talking.
DIGITAL MARKETING CAMPAIGNS
LinkedIn enables precise targeting of professional decision-makers within a business-focused environment, making it highly effective for B2B awareness and lead generation.
Google Adwords campaigns with keywords that fit the target demographic in a geo-targeted location where the goal is to acquire serious leads interested in your products or services who ultimately purchase.
Engineering Village and Knovel are better together because they combine deep, validated technical data with broad, up-to-date research literature, creating a comprehensive workflow for engineers and students. Engineering Village (via Compendex) provides access to academic journals and conference proceedings, while Knovel provides interactive engineering tables, graphs, and equations.
https://www.elsevier.com/promotions/engineering-village-and-knovel-2026
Malcolm Gladwell has famously described the Social Science Research Network (SSRN) as "the greatest website on the internet" and "Page Six for dorks". He uses the repository of early-stage academic papers to find research for his Revisionist History podcast and books, favoring it for immediate access to specialized, pre-publication research.
Elsevier SSRN #malcolmgladwell
is a major research report published by Elsevier that explores the global academic community's desire to shift research evaluation toward real-world impact.
The future of high performance at Elsevier centers on reimagining academic and research performance by integrating advanced AI, data-driven analytics, and sustainable practices to accelerate scientific discovery. Based on a survey of 450 academic leaders, this future focuses on creating a "high-performance" ecosystem that adapts to rapid AI changes and new collaboration models.
The world's top universities rely on SciVal's unparalleled, insightful analyses to optimize research strategy, collaboration and more.
Email Marketing | Video Embedded
BRAND RECOGNITION
Facilitate new brand identification and logo updates
AMONG OTHER THINGS
Budget Management * Budget Accrual * Budget Analysis * Brand Management
Creative Brainstorming * Email Deployment * Direct Mail * Due Diligence
Database Analysis * Marketing Communications * Marketing Strategy
Market Segmentation * Traditional Marketing * Digital Marketing
Monitor Return on Investment * Strategic Planning * Proposals * Copy Writing
Scripts * Website Copy * Website HTML Editing * Website Production
Public Relations * Manage Radio Production * Manage Video Production
Media Buying * Market Research * S.W.O.T. Analysis * Competitive Analysis
Google Analytics * Google Adwords * Social Media * AI * ABM * Adobe Analytics