Alyssa M.

Principal Consultant

APR 2020 - PRESENT · 6.5 years

Meritt Strategy provides GTM strategy, operations, and marketing consulting for B2B SaaS and high-growth companies. Fractional CMO, COO, and CoS across 10+ engagements in B2B SaaS, AI, and consumer health. • Crafted 30+ investor pitches (pre-seed through Series B): market research, financial narrative, and storyline development •Deployed conversational AI (Intercom, Drift, Rasa); designed bespoke chatbot intents and AI-assisted scoring models to eliminate manual work UK Employee Benefits Platform (GTM Strategy & Sales Enablement) •Force multiplier for the CRO, Head of Marketing, and Head of Product at a platform serving 5,000+ businesses and 5M+ users • Built modular sales deck enabling reps to target specific prospect pain points; replaced one-size-fits-all approach • Created Merchant QBR template and "Partnership in a Box" framework; standardized partner activation without senior involvement • Translated product capabilities into narratives for HR, CFO, and GM audiences — attrition models, ROI calculators, competitive benchmarking FDA-Approved OTC Consumer Health Brand (Fractional GTM Lead, US Market Launch) •Owned full US GTM strategy for NZ-born brand entering $3.7B market; launched within engagement •Built 36-month budget with CEO/CFO/GM; modeled 60/40 DTC-to-Amazon split targeting $37M by Year 5 •Conducted competitive analysis across OTC retail, Amazon, and DTC; identified white space in premium, stigma-free positioning with content-led acquisition •Advised on Amazon FBA + Shopify DTC infrastructure, tech stack, lifecycle email, and influencer/PR sequencing B2B Process Management SaaS (pre-acquisition by global enterprise) •Developed positioning, personas, and sales tools; ABM campaign drove 500% increase in industry-specific leads — 40% of total lead flow

Principal Consultant

APR 2020 - PRESENT · 6.5 years

GTM strategy, marketing and operations consulting for B2B SaaS companies. Recent projects include: •Created and executed product launch and GTM strategies for a customer identity software company, including sales enablement, industry-specific positioning, persona development and content marketing (white papers, webinars). •Fractional COO for APAC pharma company introducing DTC, over the counter medicine to US consumers, •Project managed the real estate and contractor negotiations, space planning, and furnishing of a secure clean room in London, •Championed the need for and oversaw the implementation and adoption of an applicant tracking system (TeamTailor) at a global services company, • Goal setting, audience definition, messaging strategy, channel planning, and measurement for an AI data annotation company, • Market and financial assessment leading to audience (B2C -> B2B) and channel strategy pivot. • Developed the conversational intents for a bespoke chatbot using Rasa, implement Drift and Intercom for B2B self-service within other B2B companies. •Crafted industry-specific positioning, personas, sales tools and content for Signavio prior to SAP acquisition. Targeted ABM campaign produced a 500% increase in industry-specific leads representing 40% of total lead flow.

Chief Operating Officer, acting CMO

MAR 2024 - MAR 2025 · 1.1 years

CaseMark is an AI-assisted workflow and summarization platform for the legal industry. • Owned day-to-day operations for an 11-person global team across finance, HR, compliance, marketing, and customer success — serving as the CEO's strategic right hand and primary execution partner • Translated the CEO's vision into actionable roadmaps, KPI frameworks, and cross-functional priorities; led weekly leadership meetings and owned executive reporting • Pivoted company from B2C to B2B based on ROI and market analysis, narrowing channel partnerships and realigning GTM strategy to accelerate revenue focus • Achieved SOC 2 Type II and HIPAA compliance within 7 months — sourcing vendors, leading implementation, and driving internal process changes across a distributed team • Stood up full operational tech stack from scratch: HubSpot (CRM), Gusto (HR), Anrok (tax), Intercom (customer success), and Vanta (IT compliance) • Supported pre-seed and seed fundraising — investor research, pitch creation, due diligence coordination, and financial model prep • Guided pilot partnership projects from concept through co-marketing execution, evaluating fit, structuring terms, and managing cross-functional delivery • Initiated and oversaw the founding and daily operations of A4L.law, a 501(c)(3) nonprofit supporting AI innovation in the legal industry • Identified low product adoption as a key growth blocker; developed and executed remediation strategy across onboarding, messaging, and customer success motions

Founding Partner

APR 2021 - JUN 2023 · 2.3 years

Co-founded Web3 software development agency that provides just-in-time, proactive, pragmatic leadership at crucial pivot points for early-stage companies. We augment your team with fractional talent at a fraction of the price.

Interim Vice President, Services

JAN 2020 - APR 2020 · 4 months

-Redundancy due to Covid-19.- Lytics is a B2B, customer data SaaS platform. • Managed operations and P&L for Advisory Services, Support, Training & Enablement. • Led team of 20+ Engineers and Consultants, including 5 direct reports.

Director, Strategic Services

SEP 2019 - JAN 2020 · 5 months

• Designed and evolved strategy tools and thought leadership around customer data, audience segmentation, AI-driven content affinity, and personalization. • Owned the development of a technical and consultative implementation program, including playbooks, roadmaps, and success plans aimed at improving the “time to value” for new customers. • Facilitated contracting and delivery of pilots and paid services, including designing new services SKUs, value messaging, sales enablement collateral, RFPs, SOWs, project and resource planning tools.

Director, Content Operations Strategy & Consulting

FEB 2019 - SEP 2019 · 8 months

Contentful is a B2B headless content management SaaS company. • Led a globally-distributed team of Solutions Architects and Implementation Engineers through 100% YOY revenue growth and leadership transitions. • Authored, launched, and delivered sales training on a digital maturity model for sales expansion, with a change management framework for digital transformation. • Oversaw the creation and quality of content strategy best practices, governance plans, and deliverables (onsite training, blueprints, content models, taxonomies, gap analysis). • Crafted thought leadership (blog posts, webinars, speeches, articles) to support lead pipeline, social outreach. • Met with client stakeholders to define the measurable business goals driving the client’s project. Identified the most impactful and efficient opportunities to directly impact those goals.

Global Head of Strategic and Managed Services

JUN 2013 - JAN 2019 · 5.7 years

Airship (formerly Urban Airship) is a B2B digital engagement SaaS company. • Hired to build Urban Airship's customer strategy offering from a US pilot program to a staffed, global (North America, APAC, EMEA), and profitable, recurring revenue services program. • Managed senior level team, P&L, global speaking and consulting assignments. • Led strategic consulting, managed services, and customer growth initiatives. • Delivered tailored digital marketing strategies to enterprise clients to increase engagement and retention, including consumer research and data analysis, defining KPIs, facilitating design discussions, generating consensus, and inspiring clients during onsite and remote strategy sessions. • Developed data-driven customer growth outreach program, increasing sales pipeline within current customer base by 30%. • Impacted product roadmap by championing client requests, drafting business cases for enhancements, identifying strategic partners. • Partnered with sales to pitch digital / mobile strategies for new business prospects. • Led APAC growth strategy, identifying market opportunity, planning first discovery and strategy trip to India. Collaborated with marketing and sales on go to market and outreach strategies. • Spokesperson on analyst calls, public relations interviews, at industry events and conferences. Created thought-leadership articles, webinars, to tell Airship’s story in market. • Selected clients: Walmart, Samsung, ASOS, Starwood, CBS, PayPal, Wells Fargo, ABC, NBC, Barnes & Noble, Nook, Abercrombie & Fitch, Cinemark, NBA, Neiman Marcus, Ladbrokes, iHeartRadio, Barclays, DeliveryHero, Caesars, Marks & Spencer, Kaplan, Fandango, NPR, NASCAR, GAP, Chick-fil-a, BCBS, Starwood, Wells Fargo, Carlson Hotels, Tesco, Virgin Atlantic, Forever21, Dominos, Paddy Power, ULTA, Cabelas, Home Depot, Great Clips, Rhapsody, CenturyLink, Sky TV, Ticketmaster, Metro AG, Star India, NewsCorp.

Vice President, Marketing

JAN 2012 - APR 2013 · 1.3 years

Digitas is a global marketing and technology agency. (Publicis Groupe) My focus was on B2C and B2B financial services marketing for affluent and ultra high net worth audiences for Bank of America Merrill Lynch, U.S. Trust. • Directed digital strategy, client relationship, annual planning, budget for Bank of America Merrill Lynch and U.S. Trust accounts (~$8M annually). Managed two direct reports, extended project team. • Responsible for executing integrated marketing programs including websites, landing pages, mobile apps, email, and display ads. • Launched first-ever mobile tablet app magazine for U.S. Trust, and the redesign of USTrust.com. • Developed native iOS, trading algorithm tablet sales tool for institutional traders. • Generated incremental revenue through digital recommendations, including Flipboard partnership, advisor tools including turnkey video production, and a local social intelligence dashboard. • Crafted cross-channel content strategy and developed tools to aid in content design, channel planning, content model, taxonomy, and distribution process. • Led social media strategy development addressing audience niches, channels, content development.

Management Supervisor

MAY 2011 - JAN 2012 · 9 months

Cambridge BioMarketing is a global healthcare marketing and branding agency, specializing in the rare / ultra orphan disease space for patients (DTC) and health care providers (HCP), from mid-stage, pre-FDA approval to end of patent exclusivity. • My work focused on lipodystrophy, Fabry disease, hypophosphatasia, and mitral valve regurgitation. • Managed P&L, team, client relationship for Genzyme, Biogen, Sanofi, Amylin, Abbott Laboratories, Alexion. • Oversaw brand strategy for Myalept (metreleptin), including leading client ideation workshop, qualitative and quantitative consumer research, focus groups, creative testing, brand guidelines, pre-launch & launch plan messaging for patient and health care providers (HCP). • Designed metrics-based marketing strategies for client project work and new business pitches. • Developed disease state awareness, branding for hypophosphatasia. Managed channel plan, promotion (SEO, SEM, display, social), and launch of Enobia’s hypophosphatasia.com for patient and HCP. • Led strategy and development of mobile tablet and web based sales force materials and HCP digital training tools for Genzyme’s Fabrazyme and Abbott Vascular’s MitraClip. • Participated in FDA OPDP regulatory submissions and marketing approval process.

Account Director

MAY 2010 - APR 2011 · 1 year

OTO was a data-driven digital agency, focused on optimizing ROI and media spend through MVT, A/B testing. • Managed five-person team for XFINITY / Comcast’s Residential and Business segments. • Responsible for aggressive, agile delivery, testing, and optimization program for Comcast’s integrated digital strategy, including SEM, SEO, OLA social media, email, mobile, and promotions. • Developed and deployed plan for mobile, location-based, search, display and mobile site development for key sales periods; college cable/internet sign ups and holiday shopping season. This included MVT testing of campaigns and optimizations within the sales windows. Marchex was used for click to call. • Oversaw ongoing multivariate (MVT) and A/B testing program, including redesign of customer buy flow. Results of landing page optimization showed 300% ROI. • Partnered with statisticians, media team to maximize paid search, display program ($28M annually). • Head strategist and writer for Deloitte's comprehensive, Global Mobile Marketing Guide, which included conducting and synthesizing over 20+ global user interviews, recommending and getting buy-in for mobile marketing, visual design, governance, and technical build standards, then writing and delivering a 50+ page policy directive. • Led pre-launch digital strategy for AVEO’s Tivozanib cancer treatment. • Clients included: Comcast, Deloitte, AVEO, ClickR, Getaway Media.

Sr. Interactive Producer / Digital Healthcare Lead

SEP 2007 - MAY 2010 · 2.8 years

Hill Holliday is a full-service, creative-led marketing and communications agency. (Interpublic Group) • Developed and deployed branded and unbranded digital healthcare strategy for Novartis hypertension brands (Diovan, Exforge, Valturna) across product lifecycle (pre-approval, pre-launch, launch, re-positioning, end-of-patent switching strategy). • Prepared documentation and claims references for FDA DDMAC (now OPDP) regulatory submissions and marketing approval process. • Managed digital rebranding efforts and CMS implementation for FairPoint Communications website redesign, including 30+ regional websites, and 3 division websites. Project included integration with e-commerce functionality, CRM system, recruiting, regulatory, development of OLA, SEO, SEM. • Oversaw the product specs, design, development of Dunkin’ Donut’s online and mobile Dunkin’ Run application, including multi-agency collaboration, agile dev process. • Trained, led, and mentored team of junior producers. Managed two direct reports, internal resources, and offshore vendors. • Responsible for over $5M in digital projects in 2008, $6.1M in 2009. • Drafted and participated in the strategy and presentation of 10+ new business pitches in 2008. • Delivered projects ranging from online advertising campaigns, to complex website development and redesigns, mobile, email marketing, social media, widgets, Twitter, and video campaigns. • Wrote project documents including project scopes, requirements documents, creative and tech briefs, status reports, testing/QA plans, risk assessments, SLAs, statements of work and staff plans. • Clients included: Covidien, Novartis’ Diovan, Valturna and Exforge, Harvard Pilgrim Health Care, Partners HealthCare, Cleveland Clinic, John Hancock, Cognos, Massachusetts State Lottery, FairPoint Communications, the Museum of Fine Arts, City of Boston, and Dunkin’ Donuts.

Assoc. Director of Web Development & Marketing

AUG 2005 - SEP 2007 · 2.2 years

• Led a multi-departmental plan for the selection and implementation an enterprise-wide content management system (SDL Tridion CMS) and the redesign of the University web presence. • Responsible for project management of the web redesign initiative from spec writing, software evaluation, contract negotiation, to project planning, vendor relationships, meeting leadership, and budget oversight. • Managed the day-to-day operations of the University’s top-tier websites, from basic content updates to new applications (blogs, rss feeds, flash, and online video). • Developed and implemented digital strategies ranging from email, word-of-mouth marketing, SEO, SEM and podcasts, to online communities, and micro-sites for a variety of clients. • Directed web-based projects and redesigns from project definition, through information architecture, web development, implementation, testing, end-client training, and launch. • Established web standards for development and design, encompassing Web 2.0 and accessibility compliance. Implemented foreign language, text only and mobile versions of www.neu.edu. • Managed a team of five creative and technical direct reports, plus part-time contractors, interns, and outside vendors.

e-Communications Manager

AUG 2003 - AUG 2005 · 2.1 years

• Achieved a sustained 200% increase in website visitors through website redesign which improved usability and added functionality. • Established online tools and training for alumni volunteers, enabling them to build their own group websites and send targeted e-newsletters. • Implemented a system of metrics and analysis for department communications including the use of web statistics and surveys, which led to improvements in operations. • Researched, wrote, and gained buy-in from senior leadership for University-wide privacy policy and email marketing policy.

Marketing / Business Development

JAN 2003 - DEC 2003 · 1 year

• Developed website copy for startup focused on TESOL Certification and job placement assistance for students wishing to teach abroad • Identified partnership opportunities and contacts

Marketing Manager

JUN 2001 - MAY 2003 · 2 years

• Served as Spokesperson and primary contact for PR inquiries. Directed public relations efforts to achieve consistent, high profile press coverage in over 90 publications in 2002. Part of team that won the 2003 Bronze Bulldog Award for excellence in media relations and publicity. • Spearheaded marketing relationships with Yahoo! Travel, CheapTickets, Travelocity, and Orbitz, resulting in co-branded contests, email campaigns, and online promotions. • Managed a three-person creative team. • Presented student-focused marketing plans to Qantas, Air Pacific, and Air New Zealand, resulting in the introduction of new student product to the South Pacific. • Developed and presented marketing plan to Virgin Atlantic Airways, resulting in an exclusive airfare sale. Marketing efforts increased student sales from target cities by 265%.

Web Producer

OCT 2000 - JUN 2001 · 9 months

• Responsible for website content, strategy, and marketing. • Organized and staffed promotional booths at national conferences and events to generate brand awareness and increase direct group ticket sales from targeted school and college programs. • Built analytics framework to track channel performance. Analyzed, reported on campaign successes. • Developed annual marketing plan and budget. Led team of three direct reports.

Online Content Editor

MAY 2000 - OCT 2000 · 6 months

• Authored over 80 syndicated destination guides, as well as corporate marketing collateral, promotions, press releases, ads, direct mail, online newsletters, presentations, and web content. • Created editorial strategy by defining editorial standards, tone, scope of content, and release dates. • Executed email-marketing campaigns that received up to 41% response rates.

Freelance Journalist

JAN 1999 - OCT 1999 · 10 months

Wrote travel column for a local newspaper about my year traveling around the world alone in South America, Eastern Europe, Africa and the Middle East.

Technical Assistant

JAN 1997 - OCT 1998 · 1.8 years

Technical assistant to one of the VP's leading the organizational change work for Lou Gerstner at IBM.