Greg F.

Experience

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  Builder.io

  VP, Head of Marketing

  Dec 2023 - Dec 2024

  Visually build on your tech stack at Builder.io, a company offering advanced solutions for tech stack development and design.

  • Built demand gen infrastructure, processes and rules of engagement for Sales, from the ground-up.
  • Key role in landing $20M funding round from M12, Microsoft’s Venture Fund.
  • Achieved 74% YoY growth in net-new business and achieved consecutive record quarters for net-new business achievement.
  • Led major positioning/messaging revamp gaining significant analyst recognition (Gartner, Forrester).
  • Built pipeline/revenue model for the business, based on a hybrid bottom-up (PLG) / top-down (Enterprise) go-to-market, in close collaboration with founders.
• 

  Shogun

  Senior Vice President Marketing

  Apr 2022 - Nov 2023

  Shogun specializes in ecommerce optimization, offering a suite of tools for website personalization, A/B testing, and SEO to improve online shopping experiences.

  • Designed and implemented a high-performing marketing demand generation system, significantly enhancing operational efficiency and doubling the pipeline creation for the Shogun Frontend product within the first two quarters.
  • Led a pivotal transition to a product-led growth strategy focused on the Page Builder product, successfully pivoting away from Frontend due to market fit issues and contributing to turning revenue loss into positive territory.
  • Optimized marketing team structure and functions, managing six core teams including Marketing and Sales Operations, Demand Generation, and Content Marketing, leading to improved efficiency and performance.
• 

  Contentful

  Vice President, Demand Generation

  Jun 2018 - Apr 2022

  Contentful is the intelligent composable content platform that unlocks all of an organization’s digital content to deliver impactful customer experiences.

  • Built a hybrid bottom-up/top-down go-to-market machine in close partnership with Sales, driving Contentful's explosive growth and market expansion phase.
  • Led the development of core ICP and personas for targeting, ABM, and sales focus, aligning marketing strategies with business objectives.
  • Achieved a 10x revenue growth, scaling from ~$12M to $120M, showcasing exceptional skill in executing growth strategies.
  • Directed a comprehensive growth strategy, creating from the ground up the funnel model, martech stack, and execution teams, driving nearly 100% inbound enterprise sales.
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  Lithium Technologies

  Senior Director, Demand Generation and Digital Marketing

  Sep 2015 - Jun 2018

  Lithium (now Khoros) specializes in enterprise software for customer engagement across digital, social, and brand-owned channels, employing advanced automation and AI.

  • Responsible for all digital demand generation strategy and execution. Tripled pipeline production from paid and organic digital sources over four quarters.
  • Doubled organic web conversions in four quarters
  • Led web, email marketing and marketing operations teams, and built and owned Lithium’s martech stack, from front-end tools and CMS to Marketo and SFDC.
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  Bazaarvoice

  Director of Internet Marketing

  Oct 2012 - Sep 2015

  Thousands of the world’s leading brands and retailers trust Bazaarvoice’s platform to harness and activate the invaluable voices of their customers, inspiring confident purchases.

  • Led the web channel redesign and replatforming of www.bazaarvoice.com, significantly improving user experience and site functionality.
  • Successfully built an organic web demand-gen engine, making the web channel the single biggest revenue-driving source in Marketing at Bazaarvoice.
  • Conducted CMS and marketing automation assessment, selection, and implementation, optimizing digital marketing operations.
  • Owned marketing technology strategy and implementation, managing content strategy, production, development, and coordinating both internal teams and external vendors.
• 

  Blue Shield of California

  Head of User Experience

  Jul 2012 - Oct 2012

  Blue Shield of California is a tax-paying, nonprofit, independent member of the Blue Shield Association with 4.7 million members, offering health, dental, vision, Medicaid and Medicare healthcare service plans in California.

  • Led a high-performing UX team comprised of Content Strategists, Interaction Designers, and Visual Designers responsible for enhancing web user experiences.
  • Strategic direction of all online user experience activities: projects, continuous improvement, stakeholder relations.
  • Managed departmental budgets and estimates; hiring and mentoring of team members.
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  Blue Shield of California

  Manager of Content Strategy, User Experience

  Sep 2010 - Jul 2012

  • Successfully led a major upgrade of site, design system, and CMS for a $10 billion company, enhancing the user experience across corporate, public, and transactional sites in multiple business verticals.
  • Directed the strategic overhaul of site architecture and content strategy, significantly improving SEO and ensuring a seamless content migration and optimization process.
  • Co-led the development of UX design and CMS requirements and specifications, adopting Agile methodology for efficient project execution.
  • Established and managed a new content strategy, management, and production team, bolstering publishing and design governance/policy creation.
• 

  Wells Fargo Bank

  Snr Content Analyst and Strategist (consulting)

  Mar 2010 - Sep 2010

  Wells Fargo is a multinational financial services company offering banking, investment, mortgage, and consumer and commercial finance products and services.

  • Established unifying content strategy for Wells Fargo Wholesale Bank’s intranet unit.
  • Created repeatable models for content analysis and strategy development.
  • Contributed strategic and tactical work to create user-centered site features.
• 

  New Zealand Trade and Enterprise

  Program Manager, Web Content

  Dec 2007 - Oct 2009

  New Zealand Trade and Enterprise is an international economic development agency that supports businesses in New Zealand and assists their evolution and success in exporting and global operations.

  • Leadership on project to build business-critical website www.nzte.govt.nz, enhancing online visibility and accessibility of key product, service, and educational information.
  • Spearheaded content development, SEO, and e-comms strategies, significantly reducing call center volume and costs.
  • Assembled and managed a multidisciplinary team responsible for content management, design, production, and e-comms, fostering effective collaboration with design partners.