Career Chronicles
I’ve had a ball leading go-to-market initiatives, program launches, product development, commercialization planning and revenue-driving campaigns in healthcare, health tech, fintech, telco, and B2B SaaS.
My Linkedin profile covers the milestones but I prefer to tell my story this way…
2024-2025
CloudCall
Director of Product Marketing
When I joined CloudCall, a UK-based VoIP and communications SaaS company with a global client list, I was excited to be part of an ambitious transformation. The company had made the bold decision to rebuild its entire product on a modernized cloud-based platform. This was a massive undertaking that touched every part of the business. While transitions like this are never without challenges, I saw an opportunity to bring clarity, alignment, and momentum through product marketing.
I realized early on that the team could use stronger connections between departments, and a bit of a moral boost. To these ends, I established a Voice of the Customer (VoC) Alliance, bringing together sales, product, revops, marketing, and customer success regularly. Together, we’d map user workflows, share customer sentiments from recent calls, observe trends in support ticket satisfaction, change requests from users and partners, objections and how they were handled on sales calls, what custoemrs said in recent online reviews. Our objective as a team was to get a pulse on overall customer sentiments, refine our Ideal Customer Profiles (ICP), and improve the partner and customer journey. These insights shaped product roadmap decisions and strengthened adoption of the new CloudCall o1 platform.
CloudCall primarily served the staffing and recruiting market, with aspirations to expand into new verticals over time with deeper Salesforce CRM integrations. A critical part of my role was positioning the next-generation platform for future growth. I worked to sharpen messaging around CloudCall o1’s feature set, clarifying what was available today compared to on the legacy platform and what was coming next. Competitive positioning was a key part of this effort, and I led deep-dive analysis comparing CloudCall o1 to leading competitors like Aircall, Ringover, Dialpad and Zoom. By distilling complex technical capabilities into clear value propositions, I helped sales teams articulate CloudCall o1’s differentiation.
With an evolving product, it was essential to enable sales and customer-facing teams with the right knowledge and resources. I developed in-depth user guides, demo videos, an ROI calculator and other sales enablement materials on new features like AI-powered call transcription, Power Dialer campaigns, TCPA and GDPR compliance best practices, and VoIP/SMS number procurement. I worked closely with our product and commercial teams to confirm pricing. And I pulled the team together on defining pricing and support for Add-On services like Unlimited Storage and Extra DDIs, ensuring alignment across sales, legal, and operations.
While CloudCall’s Product team provided internal release notes, customer-facing updates were still needed to drive user engagement. I collaborated with Product and Customer Success leaders to create polished, digestible release notes, spotlighting new features, enhancements and clear instructions for adoption and training.
I actively engaged with online reviewers, making sure customer feedback (both positive and not) was addressed with thoughtful messaging.
I had the privilege of working alongside a talented team that remained focused on the future despite the challenges of a company-wide transformation. While the organization ultimately faced restructuring, I’m proud of the work we did to refine CloudCall o1’s go-to-market strategy, strengthen its competitive positioning, and build a foundation for long-term success. The experience reinforced my expertise in launching new B2B SaaS products, driving product marketing strategy, and aligning messaging across sales, product, and customer success teams. I’m excited to bring these insights and skills to my next opportunity.
2019-2024
Everyware
Director of Product Marketing
Senior Marketing Project Manager
Marketing Project Manager
After many years of dedication to empowering healthcare innovators and startups, I realized that making a meaningful impact on healthcare delivery would require digging deeper into the financial aspects of the system. That’s, when the opportunity to take the leap into fintech presented, and I took it.
I was brought aboard by the amazing founding team of Everyware, who had recently joined the Capital Factory Accelerator program in Austin and secured HIPAA certification for their pay-by-text and two-way messaging SaaS platform.
At Everyware, I thrived, starting as a Marketing Project Manager carving out the company’s first Product team from scratched, and ultimately becoming the Director of Product Marketing reporting to the CMO, then directly to the CEO.
In the early days, our product was simple, and as the feature and client list grew, the team did too - from about 15 to 150 employees.
As the product portfolio expanded with more concentration on payments and billing features than on text messaging, I immersed myself in the world of finance, revops, fintech, merchant processing and payments. I dedicated myself to understanding the needs of accountants and CFOs across various industries, though we saw most traction with retail pharmacy, small to medium healthcare practices, automotive dealerships, billing agencies, practice management systems, merchant processing resellers, home and professional services providers.
For a time, I wore many hats. I was the sole member of an unofficial Product department. I engineered custom workflows for ISV clients, published Everyware's first Readme.io developer API documentation, tested collections in Postman, designed multiple UIs for new feature ideas, produced clickable prototypes with InvisionApp, Figma and Adobe XD, wrote user stories and tickets for developers as the IT PMO took shape. We used a few different PM platforms until the devs settled on Clickup.
As a product marketer, I care greatly about the technical aspects of our products, mastering APIs, testing use cases, and teaching others. I trained staff and reseller partners as new features were pushed to production. My hands-on approach helps me find new pitch angles, improve documentation, and contribute to product efficiency without disrupting Agile processes.
After a couple of years, the business had grown exponentially and we were in a position to hire an official Product lead with an extensive history in payments, allowing me to pass over the product roadmap and switch from mocking up UIs to telling the story of Everyware through marketing. I relished the chance to promote useful technology to businesses that needed it again, but in true startup fashion still spent some time advising on design and troubleshooting.
Leading a team of digital marketing, social media, events, public relations, and creative/content design professionals I maintained dotted-line relationships to the new Product Managers and UI Designers. We crafted stories for our clients and partners about features like AI-Powered Identity Verification, Instant (RTP) Payouts, BNPL, Invoicing, and Hosted Checkout solutions.
My team collaborated with our Public Relations agency to plan media outreach campaigns, arrange for powerful backlinks to well-placed thought leadership articles, awards, speaking engagements, and press releases.
My team also organized tradeshow participation for our sales reps, sponsorships and speaking engagements at 30-50 events annually. Yes, you read that right. Luckily I had an outstanding events manager and eventually an in-house graphic designer to spice up our booth, promo content and sponsorship ads.
In all capacities with Everyware, I worked closely with the company’s Business Development Representatives and Sales Account Executives. My goal is always to prepare them well to speak to our solution suite. I created dashboards, pitch decks, GTM readiness decks/kits, research on new verticals and advised on strategies to penetrate them by highlighting Everyware's most attractive features, products, services, and APIs.
The Marketing team at Everyware worked with a handful of SEO and ad agencies through the years to redesign and improve our website content and performance.
🏆I was recognized as Everyware’s first-ever Employee of the Month once the company grew to a point where we had enough employees and resources to award bonuses to outstanding team members. And I was humbed to be voted EOM twice more after that.
2018
Dell Medical School at the University of Texas
UT Health Austin, Project Manager
I moved on from telemedicine, but didn’t travel far. In fact, I stayed in the Austin Innovation District, as a Project Manager for the new Dell Medical School multi-specialty clinic called UT Health Austin.
For UT Health Austin I assessed new service line and acquisition opportunities, and worked on clinic process improvement plans to maximize efficiencies, reimbursements, provider and patient satisfaction.
I particularly enjoyed telling the stories of physicians, professors, and academic researchers who dreamed of launching innovative programs like Nuclear Medicine and the impactful Big Pink Bus mobile mammography unit.
I worked to improve our on-site visitor program workflows, documentation, badge distribution, identity and background check steps for medical residents, volunteers and other guests to maximize safety and efficiency.
I managed Requests for Proposal (RFP), gathering key stakeholders in defining technology/service requirements, selecting and ultimately implementing new technology the clinics and Patient Access Center needed to function well.
I managed the Merit-based Incentive Payment System (MIPS) implementation project to help achieve maximum reimbursement from the Centers for Medicare & Medicaid Services (CMS) based on well-documented care quality and cost efficiency practices.
2016
As telemedicine gained traction, the Innovation and Technology Commercialization team evolved into the Virtual Care and Innovation department. The Virtual Care dream for Ascension-Seton was huge and I played a pivotal role in helping bring the Good Health Solutions Center to fruition. The GHSC reorganized multiple ambulatory care and remote monitoring departments, integrating their technology, processes, and procedures under one roof. One big roof packed with the most tech-forwad clinicians and staff in Central Texas. I organized media relations for the Center’s Grand Opening and toured journalists around the new facility, pointing out some of the ground breaking CHS home-monitoring stations, ambulance routing dashboards, telemedicine visit terminals and introduced media to the teams behind the scenes.
traveled from the GHSC across Texas installing and testing telemedicine equipment, training care teams to conduct and document virtual urgent care visits according to the latest best practices. I established new telemedicine workflows and teamed up with Ascension Marketing and fundraising teams to promote programs like TeleNeonatology, which connected moms with their premature babies through remote care technology and Network TelePharmacy, which reduced operational strain on our busy pharmacists and technicians.
Ascension-Seton
Virtual Care and Innovation
Project Manager
2014
Buzz began to build while I was with the Clinical Research department, about an Innovation and Technology Commercialization team forming for Ascension-Seton. It would also be positioned within the Seton Research Enterprise and I was soon introduced by many leaders to the new team’s Executive Director who insisted I was a perfect fit for such a group. And so I was. My leader left me with many inspiring words but the ones that stuck with me most were on his leadership philosophy, “Hire great people and then trust them to do the work.” He lived by this when he assembled our team of healthcare innovation avengers - and I try to follow his leadership style to this day.
My role with the Innovation Team was multi-faceted and fun. I was responsible for helping employee inventors turn their ideas into patented, marketable products and programs. I held ideation sessions, managed media coverage for the team and organized meetings with the right sponsors for promising innovations. Our team put on a Dell Children's Hospital Innovation Competition and the Spark! Innovation and Technology Tradeshow to connect problems to problem solvers and technology. We partnered with design-thinking (UX, UI) agencies, IP law firms, and the vast startup community of Austin to get Ascension inventors to the resources necessary to implement their ideas.
I consulted with health tech startups, most operating from the Capital Factory, who wanted to pitch their products to Ascension, helping them understand the hospital supply chain, revenue cycle, funding sources, decision makers, regulatory bodies and the key performance indicators (KPIs) they’d have to impact. I found consulting work incredibly rewarding, and continued it in a freelance capacity for years thereafter.
I was invited to serve as a SXSW Interactive pitch competition judge, rating startups based on their business’ viability, creativity and pitch clarity (among other factors).
Meanwhile, for the Research Institute, I served as editor of the Lone Star Stroke Consortium e-newsletter, interviewing stroke researchers, neurologists, and their teams to share stories and progress with funding bodies, patients and Consortium members throughout Central Texas.
🏆I was awarded for Excellence in Action in 2015 and nominated to join the Rising Star program by my executive leaders, joining a cohort of future health system leaders.
2012
Ascension-Seton
Network Clinical Research
Senior Project Coordinator
I transitioned to the Nursing Research departmen as a Sr. Project Coordinator, after supporting the clinical educators for a couple of years. Here, I assisted clinical researchers in framing their studies, submitting proposals for IRB approval, implementing the plans, securing sponsorships, reporting progress to the Senior Leadership Team, submitting and achieving publication in academic journals.
I loved coordinating the Writing for Nursing Publication Workshop Series, which resulted in 8 articles authored by Ascension non-physician clinicians being officially published in peer-reviewed journals, bringing clout not only to the authors but to the entire organization.
My most exciting project in research, was partnering with a brilliant roboticist to explore ways robots could be put to work in hospitals safely and efficiently. I helped with the study design and execution, and was honored to be included in the official proposal. I also arranged expert interviews, planning sessions, intranet announcements about the work, and facilitated media coverage for the project. I’ll never forget watching the robot as it demonstrated sorting patient socks into storage bins, showing local news stations the potential time-saving promise of robotics for hospitals.
During this time, I followed my education + marketing overlap curiosity by engaging directly with the Austin EdTech community. I was empowered to organize a cross-pollination event for all of Ascension Seton's clinical educators and arranged a one-day event where clinical educators paired with EdTech company owners and experts to share their technology, strategies and success stories. Each team would pitch a new way to teach a class/competency they had coming up and judges were appointed to select a winner. It was so well received that my team I were accepted to present our outcomes in a SXSW Edu breakout session that year.
🏆While with Nursing Research, I was recognized for outstanding work performance with an Excellence in Action Award in 2013.
2009
My healthcare administration journey began at Ascension-Seton when I became the Nursing Education and Professional Development department’s assistant. For the 50+ person team and Sr. Director of Clinical Education and Professional Development I administered over the RN Residency program application and selection process, organized meetings, chased down action items, created training materials, managed events, and the office in general.
I discovered my passion for adult learning strategies, EdTech and the fascinating connections between marketing and teaching: Both professions aim to get a point across and inspire change. Yet we take different approaches and use different toolkits.
🏆While with the Clinical Education department, in 2011 I earned an Excellence in Action award for outstanding work performance.
2009
I then became a Marketing Assistant for Phillips Wide Lite (later renamed Signify) designing sales support collateral, shipping print materials across the country, and running weekly sales KPI update calls. I established Phillips Lighting’s first social media accounts, teaching the organization about ways to harness hashtags and built useful lists of similar companies and interests. I was responsible for handling local media relations and earned the company recognition from the San Marcos Chamber of Commerce for being a major local employer recognized for innovative technology on a national stage.
2008
In my college years at Texas State University in San Marcos between 2004 and 2008, I explored journalism through an internship with the Austin American Statesman and dabbled in event planning with Elite Weddings and Events. I made the Dean’s List consistently, which qualified me to join the Phi Beta Kappa academic honor society.
After graduating with a Bachelor in Mass Communications and Minor in Business, I joined McGarrah Jessee ad agency's PR team, working under an outstanding PR mentor with clients like Shiner Beers, Whataburger, and Texas Republic Tequila. I was honored by the Houston Chronicle as a breakout social media user for business, pioneering the Shiner Beers Facebook profile before Facebook for Business existed. While with McJ, I was invited by a revered former professor to talk about PR in real life with Mass Comm students pursuing the career.
My Extra Curriculars
Mobile Loaves & Fishes
I began volunteering with my family for Mobile Loaves & Fishes in 2024, preparing meals and loading delivery trucks with food, clothing, and essentials for individuals in need. It has been an honor supporting the organization’s mission to provide nourishment, dignity, and compassion to those experiencing homelessness and food insecurity.
Aging2.0
When it comes to healthcare innovation, my special focus was always on Geriatric Care. I volunteered for the Aging2.0 Austin Chapter Leadership Team and took responsibility for organizing chapter communications and strategic planning. We connected Austin's entrepreneurs, elders, care providers, technologists, community groups, businesses, educators and designers interested in creating innovations that aid in innovation.
AustinUp
In 2016, I was so invested in improving care programs structured around seniors, I joined AustinUp, a nonprofit organization commissioned by the mayor to make Austin a city where seniors could live independently and happily. There, I helped organize community forums and events to gather information on problems facing Austin’s 65+ residents and to empower innovators focused on aging-supportive solutions.
Drive a Senior
My Executive Director of Innovation was gracious enough to allow our team to volunteer for a cause we believed in. I chose to drive seniors in need through Drive a Senior Austin. Mostly we traveled to doctor visits, sometimes to the grocery store or nail salon. These were some of the best moments and conversations I’ve ever had. I kept a journal of every story I was told by a senior I drove, and every piece of wisdom that was imparted with the intention of one day putting it all in to a book.
(Some of) My Freelance Services
AngelSpan
AngelSpan provides investor relations for early-stage startups. We facilitate consistent communication on the progress of our startup clients to better engage their investors and enable all stakeholders to actively participate in each venture’s success. Better investor engagement also results in easier financing, higher valuations, and more M&A opportunities.
For AngelSpan, I assisted in establishing a project management system for account managers to track communication between clients and update collections to be used for investor update dashboards.
The R.O.C.K. Ride On Center for Kids
Ride On Center for Kids (ROCK), a 501 (c)(3) nonprofit organization, provides equine-assisted services to children, adults, and veterans with physical, cognitive and emotional challenges.
For the ROCK, I advised on automating lead flow from the organization’s website to their Salesforce Customer Relationship Management system.
ComfortQue
For a small (and delicious) BBQ startup hosting a first-annual Music & Meat Festival I developed event sponsorship package material, messaging and promotional assets. The organizers successfully secured three major sponsors to carry out their vision to “Make memories, savor every bite and let the music take you away!”
